Building Premium Brand Image through Value-Based Branding: Evidence from an Ethical Civet Coffee Agritourism Enterprise: Membangun Citra Merek Premium melalui Branding Berbasis Nilai: Bukti dari Perusahaan Agrowisata Kopi Luwak yang Etis. pssh. 2026;9(1):578-584. doi:10.21070/jk0za672