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Analisis pengaruh consumer brand identification terhadap loyalitas dan advokasi merek : studi kasus konsumen Hypermarket di Jakarta Bogor Depok Tangerang dan Bekasi

This study aims to analyze the antecedent variables and its impact on consumer brand identification and to analyze the impact of consumer brand identification toward brand loyalty and brand advocacy. The result of this study show only four variables that have contributions toward consumer brand identification. These are brand distinctiveness, brand prestige, brand social benefit, memorable brand experiences. However, brand self similarity has no contributions toward consumer brand identification. In addition, results showed that consumer brand identification had a great contribution to brand loyalty and brand advocacy.Ada bibliografi dan tabel

Ketersediaan

Call NumberLocationAvailable
8435PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia.,
Edisi -
Subjek Brands
Consumer loyalty
Hypermarket
Consumer Brand Identification
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xi, 94 p., 61 p. ; 30 cm & lamp.
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data