Image of Analisis Attachment-Aversion Relationship Model pada personal branding : studi kasus tokoh Ridwan Kamil pada Pemilihan Umum Daerah Walikota Bandung 2013

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Analisis Attachment-Aversion Relationship Model pada personal branding : studi kasus tokoh Ridwan Kamil pada Pemilihan Umum Daerah Walikota Bandung 2013

As the competition increases in almost all aspects, personal branding becomes a more significant concept to consider. Personal branding dimension does not only focus on the personal brand itself, but also on the consumer‟s point of view. Thus, it is pivotal that marketer analyzes the relationship between consumer and brand. This paper investigates the customer-brand relationship using Attachment-Aversion Relationship Model(Park et al., 2013). Case study approach was selected to undertake the investigation. The case choosen was Ridwan Kamil in the BandungMayor Election 2013. The studywas conducted on 233 supporters of Ridwan Kamil. The result implies that 3 determinants of AA Relationship (Enticing (Annoying) the self, Enabling (Disabling) the self, and Enriching (Impoverishing) the self) did not significantly influence the Attachment-Aversion Relationship. In addition, motivational strength significantly mediated the relationship between Attachment-Aversion Relationship and behavior intention and behavior.Ada tabel

Ketersediaan

Call NumberLocationAvailable
8671PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia.,
Edisi -
Subjek Marketing
Brands
Relationship marketing
Personal branding
Polotical marketing
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xvii, 241 p. : il, ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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