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Mengukur brand relationship melalui brand reputation dan brand tribalism : studi kasus brand Kecap Bango
This study aims to find the influence of Brand Reputation and Brand Tribalism on Brand Relationship in context of Bango soy sauce brand owned by PT Unilever Indonesia. This study is using conclusive and descriptive cross-sectional research design. Data is collected by convenience sampling and generates 235 respondents. Validity, reliability, measurement model analysis, and multiple linear regression analysis are tested using SPSS 13. The results found that Brand Reputation and Brand Tribalism that is perceived by consumers are significantly and positively affect the Two-Way Communications and Emotional Exchange that form the Brand Relationship.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8620 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Akuntansi, Fakultas Ekonomi Universitas Indonesia 2014 |
|---|---|
| Edisi | - |
| Subjek | Brands Brand relationship Relationship marketing Brand reputation Customer engagement Soysouce |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | [iv], 284 p. : il. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |