PENGARUH COMMUNICATION, RITUALS/SYMBOLS, BRAND HISTORY, SERTA BRAND COMMUNITY IDENTIFICATION TERHADAP EMOTIONAL ATTACHMENT DJARUM BLACK MOTOR COMMUNITY (BMC) DI SURABAYA
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Keywords:
Communication, Rituals/Symbols, Brand History, Brand Community Identification, Emotional Attachment
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh communication, rituals/symbols, brand history terhadap brand community identification serta pengaruh brand community identification terhadap emotional attachment Djarum Black Motor Community (BMC) Surabaya. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik probability sampling dengan jenis simple random sampling. Hasil penelitian ini menunjukkan adanya pengaruh Communication terhadap Brand Community Identification, Rituals/Symbols terhadap Brand Community Identification, Brand History terhadap Brand Community Identification, serta Brand Community Identification terhadap Emotional Attachment Djarum Black Motor Community (BMC) di Surabaya.
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Hwang, J., Kandampully, J., 2012, The Role of Emotional Aspects in Younger Concumer-Brand, Journal of Product and Brand Management, Volume 21 Issue 2, pp. 98-108
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Moser, M., 2003, United We Brand: How to Create a Cohesive Brand That’s Seen, Heard, and Remembered
Muniz, Albert M, JR., O’Guinn, T.C., 2001, Brand Community, Journal of Consumer Research, Volume 27, pp. 412-32
Thomson, M., MacInnis, D.J., dan Park, C.W., 2005, The Ties That Bind: Measuring the Strenghth of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology, Volume.15 Issue 1, pp. 77-91
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Published
2013-09-20
Section
Bidang Manajemen (M)
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