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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 Number | Location | Available |
|---|---|---|
| 8671 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2014 |
|---|---|
| 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 |
| Lampiran Berkas | Tidak Ada Data |