Esmeralda Sandra, Verena (2019) BRAND PERSONALITY SEBAGAI PREDIKTOR TERHADAP CONSUMER BRAND RELATIONSHIP BRAND COCA-COLA DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Verena Sandra Esmeralda 115150049 Abstrak ''.pdf Download (1MB) |
Abstract
The purpose of this paper is to investigate three dimensions of brand personality, namely, sincerity, excitement and ruggedness to predict CBR constructs, including brand trust, brand love and brand loyalty. The conceptual model and the analysis of related hypotheses were based on a convenience sampling of Coca-Cola consumers based in Jakarta. The data were collected using an online survey. In total, 312 participants responded to the survey. Structural equation modelling (SEM), specifically partial least square (PLS) was employed to analyze the data. The results indicate that sincerity, excitement and ruggedness brand personality are positive and significant predictors towards brand trust, brand love and brand loyalty. Theoretical and practical contributions are discussed.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 27 Apr 2021 04:01 |
| Last Modified: | 30 Apr 2021 04:36 |
| URI: | http://repository.untar.ac.id/id/eprint/23029 |
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