ABSTRACT
The ever-growing popularity of online transportation platforms proves that consumers have personal experiences, which are the starting point for building brand equity in online transportation brands. Given the prominence of online transportation platforms in society, this study aims at analyzing the effect of brand experience on consumer-based brand equity (CBBE) development. An online survey of 300 users of online transportation application services in Indonesia provided data of empirical testing. The results showed an indirect effect of brand experience on consumer-based brand equity. In other words, the brand experience gave a fully mediated effect of emotional brand attachment to build consumer-based brand equity. This study enriches the existing literature on the factors that build brand equity and is expected to provide an overview of online transportation companies to increase their brand equity and obtain information on developing relationships between consumers and brands.
