PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KECINTAAN MEREK DAN CITRA MEREK TERHADAP KOMUNIKASI
MULUT KE MULUT PRODUK PERAWATAN KULIT
NATASHA SKIN CARE DI SURABAYA
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
AHDAH, RIZQIYAH
Subject
658 - GENERAL MANAGEMENT
Datestamp
2016-07-21 10:15:21
Abstract :
The purpose of this study is to test the effect of brand identity, brand commitment, brand love and brand image on word of mouth communication in Natasha Skin Care Surabaya. The model and hypotheses are tested with a sample of 120 consumers. Data were analysed through confirmatory factor analysis dan structural equation modelling. The results find that brand image and brand love have positive significant influence to brand commitment, and between brand image has positive significant influence to word of mouth communication. Keywords : Brand identity, Brand commitment, Brand love, Brand Image, Word of Mouth communication
The purpose of this study is to test the effect of brand identity, brand commitment, brand love and brand image on word of mouth communication in Natasha Skin Care Surabaya. The model and hypotheses are tested with a sample of 120 consumers. Data were analysed through confirmatory factor analysis dan structural equation modelling. The results find that brand image and brand love have positive significant influence to brand commitment, and between brand image has positive significant influence to word of mouth communication. Keywords : Brand identity, Brand commitment, Brand love, Brand Image, Word of Mouth communication
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
