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Pengaruh underdog brand biography terhadap intention to vote melalui mediasi self-brand connection dan moderasi self-identity : (studi kasus : pemasaran politik salah satu calon Presiden Republik Indonesia 2014-2019)
Behind the marketing political purpose of increasing candidate electability , there is an emotional bond with the beginner voters. Political information from numerous mass media makes beginner voters takes it brief by putting their attention to similarities of background. This research tries to impose Self-Identity and Self-Brand Connection side of Underdog Brand Biography usage of one of the 2014-2019 Indonesian President candidate through experimental method to 168 first-voter respondent, using linear regression with mediating and moderating variables. The result of the research shows positive significance when the beginner voter feels themself as the Underdog therefore it will influence the voter?s decision to vote the president which use the Underdog Brand Biography strategyAda tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8654 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2014 |
|---|---|
| Edisi | - |
| Subjek | Marketing Brands Politics Self Presidential election based connection Self identity |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xxxii, 230 p. : il, ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |