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INDIVIDUAL DETERMINANTS OF BRAND AFFECT: “THE ROLE OF THE PERSONALITY TRAITS OF EXTRAVERSION AND OPENNESS TO EXPERIENCE” Kelompok 4: Arief BudimanPO56134162.51E.

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Presentasi berjudul: "INDIVIDUAL DETERMINANTS OF BRAND AFFECT: “THE ROLE OF THE PERSONALITY TRAITS OF EXTRAVERSION AND OPENNESS TO EXPERIENCE” Kelompok 4: Arief BudimanPO56134162.51E."— Transcript presentasi:

1 INDIVIDUAL DETERMINANTS OF BRAND AFFECT: “THE ROLE OF THE PERSONALITY TRAITS OF EXTRAVERSION AND OPENNESS TO EXPERIENCE” Kelompok 4: Arief BudimanPO56134162.51E Donny KristiyantoPO56133092.50E Haryo T. BintoroPO56133162.50E Irwan DuniPO56133172.50E Novri RulyasriPO56133232.50E Rialdy FashaPO56133282.50E Soerjo RahardjoPO56133312.50E YusronPO56133362.50E MATA KULIAH : MANAJEMEN PEMASARAN Dosen: Dr. Ir. Kirbrandoko, MSM.

2 Brand equity - Aaker Brand Equity Brand Awareness Perceived Quality Brand Association Brand Loyalty

3 Brand loyalty pyramid – Aaker Commited Buyer Likes the Brand – Considers it a Friend Satisfied Buyer with Switching Cost Satisfied Buyer with Switching Cost Satisfied/Habitual Buyer No Reason to Change Satisfied/Habitual Buyer No Reason to Change Switchers/Price Sensitive Indifferent – No Brand Loyalty Switchers/Price Sensitive Indifferent – No Brand Loyalty

4 Pentingnya Brand affect untuk Brand loyalty Differentiation Share of Voice Utilitarian Value Hedonic Value Brand Trust Brand Effect Purchase Loyalty Attitudinal Loyalty Market Share Relative Price 2632 68 46 33 25 30 27 21 27 32 35

5 Personality Traits – Big 5

6 A consumer psychology of brand model – B. Smith

7 Risalah jurnal - hipotesa dan hasil Running Shoes Running Shoes Extraversion Hedonic value Openness Brand affect Purchase Loyalty Attitudinal Loyalty Affect 1 Affect 2 Affect 3 H1 H2 H3 H4 0,11 0.76 0.55 0.88 0.91 0.64 0.26 0.13 0.90 0.24

8 Implikasi bagi marketers 1. Semakin pentingnya pemahaman human personality untuk mengelola brand affect dan pada akhirnya brand loyalty 2.Hedonic value berperan besar dalam meningkatkan brand affect 3. Emotional branding akan menentukan keberhasilan pengelolaan brand

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