Kurniawan, Irwan (0952054) (2013) Pengaruh Co-Branding Brand Awareness pada Sikap, Minat Beli, Expected Price: Kampanye Cause Related Marketing sebagai Variabel Control. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penelitian ini menunjukan bahwa sebuah visualisasi co-branding cocok dan dianjurkan dalam pelaksanaan kegiatan Cause Related Marketing (CRM) yang mendukung kesempatan untuk reconceptualise kegiatan CRM, bergerak dari strategi brand yang bertujuan untuk meningkatkan performance perusahaan profit dan yang menonjolkan pentingnya perusahaan environment dalam co-branding kampanye cause related marketing.. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh co-branding brand awareness pada sikap, minat beli, dan expected price: kampanye cause related marketing sebagai kontrol variabel. Jenis penelitian ini adalah penelitian eksperimen 2 (non environment orientation brand high-low) X 2 (environment orientation brand high-low). Hasil penelitian dengan menggunakan teknik Manova dan kampanye cause related marketing sebagai variabel kontrol menunjukkan bahwa tidak ada pengaruh co-branding brand awareness pada sikap dan minat beli serta terdapat pengaruh co-branding brand awareness pada exepected price.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Brand Awareness, Co-Branding Cause Related Marketing, Sikap, Minat Beli, dan Expected Price |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 19 Jun 2015 09:58 |
| Last Modified: | 16 Feb 2016 07:04 |
| URI: | http://repository.maranatha.edu/id/eprint/13364 |
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