Authors : Aditya Wardhana, Budi Rustandi Kartawinata and Syahputra
Abstract: Brand is one of the good part in a product and assets important company that can be used to distinguish products or services offered by competitors. With a brand the total value of the product higher than the value of the product in objective. Brand equity can be viewed as a value added to a product. One strategy that is often used by companies to increase brand equity is co-branding. Co-branding is the practice of the use of existing brands from two different companies in one of the same product. Such as Accor do co-branding of the ibis styles, Ibis hotel and Ibis budget by making such hotels as one group. The purpose of this study is to find the state and influence of co-branding against brand equity of Ibis hotels. This research uses descriptive and causal methods. Samples of this research are hotel visitors of Ibis hotels groupin Indonesia by the number of 400 people. Sampling techniques used multiple stages sampling techniques. Analyzing data uses structural equation modelling to know how big co-branding affect brand equity. The result of this research, there are influence co-branding against brand equity significantly of 40%.
Aditya Wardhana, Budi Rustandi Kartawinata and Syahputra , 2015. Co-Branding and Their Influence on Brand Equity of Ibis Hotelsgroup in Indonesia. International Business Management, 9: 1490-1494.