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Analisis determinan brand buidling process merek-merek yang dipersepsikan sehat : kategori makanan dan minuman
With a growing segment of consumers who are becoming more aware of healthiness, manufacturers of food and beverages answering consumers? desire for healthier products with reformulating their products in order to make a healthier version and position the product as a healthier ones. This study uses a conceptual model with the theoretical basis of branding and tested using structural equation to determine the crucial determinant in the brand building process brands perceived as healthy. The results indicate that brand credibility, brand commitment, and self-brand connection as the vital roles in marketing that builds the image of ?healthy? and supports nutritional content of such products. Affection towards brand has been proven in building commitment. Commitment to brands needs to be established in terms of building self-brand connection. Contributions and suggestions are also discussed in this paper in order to develop a more effective brand management system for healthy brands.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8377 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia., 2013 |
|---|---|
| Edisi | - |
| Subjek | Self brand Connection Barnds Food and beverage Healthy brand Health motivation |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 85 p., 65 p. : diagr., il. ; 30 cm & lamp. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |