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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 NumberLocationAvailable
8620PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Akuntansi, Fakultas Ekonomi Universitas Indonesia.,
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
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