Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Vol. 10 No. 2 (2006)

MENCIPTAKAN CUSTOMER EXPERIENCE MENGGUNAKAN MERK

Benedicta Evienia Prabawanti (Unknown)

Article Info

Publish Date
15 Jul 2014

Abstract

The most brand theory defines brand as identifies only and differentiate one product from another. That means the brand is identity of product that signify ownership and guarantee quality. This paradigm about brand misses the very essences of a brand as rich of sensory, affective, and cognitive associations that result of memorable and rewarding brand experience. The brand experience increases the value of product in customer mind. The Manning Selvage & Lee, a research firm, find that brand leader do not just have memorable name and great image-they also deliver experience. This paper focus on how brand experience can be created by the firm.

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Journal Info
Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Website

Abbrev

BinaEkonomi

Publisher

Universitas Katolik Parahyangan

Subject

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

Description

Jurnal ini mewadahi karya tulis akademik hasil penelitian literatur maupun lapangan di bidang Ilmu Ekonomi, Manajemen, dan Akuntansi, yang diharapkan dapat memberi sumbangan pemahaman maupun alternatif solusi masalah ekonomi yang ...