Image of Peranan brand logo terhadap customer's brand commitment : studi kasus pada Toyota, Honda, Panasonic, dan Samsung

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Peranan brand logo terhadap customer's brand commitment : studi kasus pada Toyota, Honda, Panasonic, dan Samsung

A study about the role of brand logo on Apple iPhone 4s adoption intention in Indonesia which includes the mediating role of brand logo benefits/identification and the moderating effect of brand extension. Using SEM to process the data, the research found that social influence influences adoption intention through two ways. The first one is by the mediation of brand logo benefits/identification and the second one is by including the effect of moderating variables of brand extension.Ada tabel

Ketersediaan

Call NumberLocationAvailable
8423PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia.,
Edisi -
Subjek Brands
Consumer commitment
Brand extension
Brand Identification
Brand Logo
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik ix, 137 p. : diagr. ; 30 cm.
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data