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Peranan identifikasi pelanggan terhadap merek dalam membangun brand relationship studi kasus: MAC Cosmetics
World cosmetics industry is growing rapidly, especially in Indonesia. These developments contributed to the new brands popping up in the cosmetics market. In building relationships with customers, the brand became one of the important things, including in the cosmetic industry. The particular research is designed to analyze the role of the customers? identification on building brand relationships. This proposed model is tested using Structural Equation Modeling (SEM). The result shows that value congruity, customers? identification, affective brand commitment, social compliance brand commitment, and positive word-of-mouth significantly affect the brand relationship. Interpretations, managerial implications, and limitations are discussed further.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8223 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2012 |
|---|---|
| Edisi | - |
| Subjek | Brands Brand relationship Cosmetics industry Consumer identification |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvi, 157 p. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |