Detail Cantuman

Abstract
Purpose – This paper aims to investigate the relevance of each variable such as brand attitude, brand
awareness, brand visibility (BV), brand integrity (BI), brand reputation and brand performance through
direct and intervening testing, so that the research has theoretical implications for the development of
modern marketing science while having managerial implications for Apple product companies through
model development what has been done by Pantea Foroudi.
Design/methodology/approach – This research is the development of Pantea Foroudi’s research. The
original side of this study adds BI variables and BV as an intervening variable. The research analysis
method uses partial least square, which is the process with Smart-PLS Software. The sampling method
uses purposive random sampling with data collection using e-survey. This study also involved 395
samples of apple product brands in Makassar, Indonesia. This research was conduct from March to
October 2018.
Findings – The 14 line analysis that the authors submitted, both tests were carried out directly or
intervening. A total of 11 predictions stated significant influence while BV and brand awareness did not
affect the brand reputation. Brand awareness also does not affect brand performance by making brand
reputation an intervening variable.
Originality/value – The original side of the research adds a variable that is considered very important,
namely, BI and BV.
Keywords Brand visibility, Brand integrity, Brand awareness, Brand attitude, Brand reputation,
Brand performance