Analisis pengaruh corporate brand image terhadap customer commitment dan customer loyalty : studi kasus : Apple
This research aims to study the impact of corporate brand image on customer commitment and customer loyalty. The data analysis of 164 respondents using Structural Equation Modeling (SEM) finds that corporate brand image has a significant positive impact on customer commitment. Customer commitment also has a significant positive impact on customer loyalty. Whereas corporate brand image does not have a significant direct impact on customer loyalty. The implications and suggestions from these findings are also discussed in the end of this research.Ada tabel
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Penerbit | Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia., 2014 |
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Edisi | - |
Subjek | Structural equation modeling Consumer loyalty Brand image Consumer commitment |
ISBN/ISSN | - |
Klasifikasi | - |
Deskripsi Fisik | xv, 71 p. : il, ; 30 cm |
Info Detail Spesifik | - |
Other Version/Related | Tidak tersedia versi lain |
Lampiran Berkas | Tidak Ada Data |