Jurnal Ekonomi Modernisasi
Vol. 13 No. 2 (2017): Juni

Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek

Hendrasto, Ferdian (Unknown)

Article Info

Publish Date
12 Jun 2017

Abstract

This research aims to synthesize two major antacedents of brand love, which are brand identification and brand image. Research is conducted using multiple regression analysis, whereas data collection is conducted using online questionnaire. The sample of this research is community members of a prominent video games franchise, The Elder Scrolls series. The empirical result shows that both variables not only influence brand love partially, but also simultaneously. Thus, practitioners who aim to improve the consumer-brand relationship should develop their marketing strategy around a strong brand image and a solid brand identification.

Copyrights © 2017




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
567.17 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Ekonomi Modernisasi
Website

Abbrev

JEKO

Publisher

Universitas Kanjuruhan Malang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ekonomi Modernisasi is a peer-reviewed journal that disseminates research in the fields of management and accounting. The journal publishes issues every February, June, and October. It covers a large variety of topics of management and accounting as a medium for practitioners, academics, ...