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What is Gojek vs Grab: Brand Equity Analysis about?

This document summarizes a study comparing the brand equity of Gojek and Grab, two online transportation services in Bandung, Indonesia in 2018. The study examined four dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty. Based on survey results, the study concluded that Gojek had stronger brand awareness and brand association, while Grab had stronger brand loyalty and was perceived to have higher quality. Key aspects of each brand equity dimension are define

Author

Nadya Egileona

Language

EN