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Pengaruh attachment style konsumen terhadap perilaku anti-brand reaction pasca pemutusan hubungan dengan brand : studi kasus Blackberry Smart Phone
The purpose of this research is understanding consumers tendency for showing anti-brand reaction behavior after they?re no longer using Blackberry Smart Phone (post-exit situation). Anti-brand reaction behavior such as complain to public, obsess about harming the brands, and other negative behavior are predicted by consumer internal psychology factor, attachment style, which formed by two dimensions called anxiety and avoidance. The effect of attachment style is mediated by loss of self image and loss of benefit suffered by consumer after brand relationship ends. Methodology of this research is descriptive correlation and data analysis using Structural Equation Modeling. The result shown that both of attachment style dimensions have significant effect on anti-brand reaction, particularly when they are interacted and their interaction was mediated by loss of self image and loss of benefit that occurred simultaneously after brand relationship ends.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8450 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia., 2013 |
|---|---|
| Edisi | - |
| Subjek | Marketing management Brands Consumer behaviour Anti brad reaction Consumer psychology Blackberry Smart Phone |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xx, 170 p. : diagr. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |