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A Systems View Across Time and Space

Table 1 Variables and operational definitions

From: Brand auditing and the development of the brand salience management model of the Statistics Study Program

Variable

Operational definition

Dimension

Indicator

Source

Consumer attitude

The level of a respondent’s ability to identify a brand

Expressive value function

Utilitarian function

Ego defensive function

Knowledge function

Expressive value function

Utilitarian function

Ego defensive function

Knowledge function

Delafrooz et al., (2009); Huang (2005); Solomon et al. (2012)

Consumer perception

The respondent’s viewpoint of a product that is seen from the price, quality, and type of service

Price

Quality

Product/service

Price

Quality

Product/service

Grunert (2005)

Consumer experience

The respondent’s experience related with Universitas Terbuka

Physical environment

human Interactions

Lecture model

Relationships

Walls (2013)

Brand awareness

The level of the respondent’s knowledge, memory, and understanding

Know

Familiar

Recognition

Know

Familiar

Recognition

Keller (1993); Malik et al., (2013)

Brand salience

The level of importance of a brand for the respondent

Famous

Memorable

Recall

Top of mind

Notice

Famous

Memorable

Recall

Top of mind

Notice

Jraisat et al., (2015); Pike et al., (2010); Sutherland and Sylvester (2000)

Buying intention

The intention of the respondent to study at Universitas Terbuka

Positive toward

Desire

Idea

Positive toward

Desire

Idea

Lee and Lee (2015)