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Analisis pengaruh brand personality terhadap trust , Attachment , dan commitment to the brand ( Studi kasus: Teh Botol Sosro )
This research investigates the impact of brand personality on trust, attachment, dan commitment on one of the instant drinking tea product. The case study used is Teh Botol Sosro. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that brand personality has a positive and significant effect on trust, attachment dan commitment. Interpretations, limitations, and managerial implications are discussed further.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8054 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2012 |
|---|---|
| Edisi | - |
| Subjek | Brand trust Brand Commitment Brand personality Brand Attachment Tea |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 127 p. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |