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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 Number | Location | Available |
|---|---|---|
| 8423 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| 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 |