PENGARUH BRAND ATTRIBUTES PADA CORPORATE BRAND IMAGE

PURNAMA, LINDA FESY (2013) PENGARUH BRAND ATTRIBUTES PADA CORPORATE BRAND IMAGE. Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research aimed to examine the effect of brand attributes, which consists of the physical aspect, product-related attributes, personal interaction and reliability to the corporate brand image. This research was a causal research by using the survey method. This research using convenience technique sampling with the number of respondents who were involved as many as 250 consumers of Matahari Department Store Surakarta. Four hypotheses were constructed, which were tested using structural equation model (SEM). The research was empirically supported, which shows that the physical aspect, product-related attributes, personal interaction and reliability have a significant effect on corporate brand image. The results are expected to provide understanding of the corporate management who wants to know what consumers think about the corporate brand image. Limitations and managerial implications of this research are intended to provide direction for future research. Keywords ; brand attributes, physical aspect, product-related attributes, personal interaction, reliability, and corporate brand image

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Lia Primadani
    Date Deposited: 06 May 2014 21:04
    Last Modified: 06 May 2014 21:04
    URI: https://eprints.uns.ac.id/id/eprint/15198

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