Retail Therapy : Do Foreign Brands Give More Satisfaction Than Local Brands?

Tunjungsari, Hetty Kurnia (2011) Retail Therapy : Do Foreign Brands Give More Satisfaction Than Local Brands? Karya Ilmiah Dosen.

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Abstract

Consumer spending and buying behavior driven by the desire to alleviate negative mood, known as retail therapy, arewidely recognized in today’s life. Smart marketers striving to provide best offerings to satisfy this kind of customers,yielding customers’ satisfaction with their shopping experience and conclusively create customer loyalty. This researchexplored whether retail therapy performed by Indonesian’s consumers. Moreover, we also investigated the influence ofbrand preferences, foreign vs local brands, in generating consumer’s satisfaction after having retail therapy done. Ourfindings expand the retail therapy literature within the context of brand preference, that foreign brands give moresatisfaction compared to local brands.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Apr 2017 08:09
Last Modified: 03 Apr 2017 08:09
URI: http://repository.untar.ac.id/id/eprint/273

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