Brand Pride: Measuring Repurchases and Loyalty

Setyawan, Surya and Imasari, Kartika (2015) Brand Pride: Measuring Repurchases and Loyalty. In: The 4th 2015 IBSM International Conference on Business, Management and Accounting, 7-9 October 2015, Bangkok.

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Using and consuming a product or sevice with certain brand will make consumer feels pride or so-so or even embarace. Certain brand has a kind of power to make consumer decide to buy even with very high price. We choose mobile phone brand to determine consumer buying decision. On top of that, we spread 75 questionnaires to find out whether consumer’s buying decision is based on certain brand or other factors. The result shows that consumer decide to buy their mobile phone based on certain brand and intend to buy the same brand if they want to change their mobile phone in the future.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: brand pride, buying decision, repurchase and loyalty.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 10 Feb 2017 01:40
Last Modified: 10 Feb 2017 01:40

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