PENGARUH CITRA MEREK DAN CITRA PENGECER TERHADAP RESPON MEREK DAN RESPON PENGECER MELALUI KEPUASAN MEREK DAN KEPUASAN PENGECER
DOI:
https://doi.org/10.24034/j25485024.y2005.v9.i1.293Keywords:
brand image, store image, brand satisfaction, customer store-satisfaction, brand responses, store responses.Abstract
This research tries to compare brand image electronic products and store image to brand responses and store responses through brand satisfaction and customer store- satisfaction. The dominating existence of brand image and store image where customers buy the product.The result of this research shows that brand satisfaction influence brand responses than customer store-satisfaction. The contribution of this research for managers is that positive store image and customer store- satisfaction doesn’t mean that customer will not switch to other store but brand image and customer satisfaction to brand potentially hold the brand switching intention.
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