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Impacts of perceived brand relationship orientation on attitudinal loyalty : an application to strong brands in the packaged goods sector : case study : Haagen-Dazs Indonesia
Recent findings stated that despite the sustainable growth that happened in the ice cream industry, relative to the rest of the world, Indonesian consumption for ice cream is significantly lower than many other countries globally. The low consumption has made ice cream players to think of alternative strategies to push the interest of Indonesian in consuming ice cream. Premium ice cream maker, H?agen-Dazs Indonesia, see the opportunity of using relationship marketing to communicate with its consumers. This thesis aims to contribute to the empirical validation of the relationship model to the case of strong national brands positioned on frequently purchased packaged goods markets. Structural equation modeling is used to test the model and hypotheses. The result shows that perceived quality impacts trust. Second, in addition to the effects of perceived quality, the result shows that perceived brand relationship orientation has direct positive impacts on trust and affective commitment, which in turn, influences attitudinal loyalty. However, this effect is limited to the case where consumers have a high level of attitude toward the brand.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8439 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Brands Consumer loyalty Relationship marketing Consumer attitudes trusts Ice cream industry |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvii, 130 p. : diagr. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |