Septiane, Esther ( 1052018 ) (2014) Pengaruh Association Set Size dan Word Frequency Brand Name pada Memory Recall dan Brand Choice: Brand Information Sebagai Variabel Kontrol. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penciptaan karakteristik nama merek yang unik dan menarik merupakan keunggulan bersaing bagi perusahaan. Penelitian ini merupakan penelitian eksperimen yang bertujuan untuk menguji dan menganalisis Pengaruh Association Set Size dan Word Frequency Brand Name pada Memory Recall dan Brand Choice: Brand Information sebagai Variabel Kontrol. Hasil penelitian menunjukkan adanya pengaruh word frequency pada brand choice. Namun, association set size tidak berpengaruh pada brand choice. Hasil penelitian ini juga menunjukkan tidak adanya pengaruh association set size dan word frequency pada memory recall. Diharapkan, hasil penelitian ini dapat membantu perusahaan dan akademisi untuk pengembangan karakteristik nama merek, sehingga dapat berperan secara teoritis dan praktis mengenai association set size dan word frequency brand name pada memory recall dan brand choice.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Word Frequency, Association Set Size, Brand Choice, Memory Recall, Brand Information |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > School of Management |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 23 Jan 2015 02:19 |
| Last Modified: | 23 Jan 2015 02:19 |
| URI: | http://repository.maranatha.edu/id/eprint/9383 |
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