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MATA KULIAH : MANAJEMEN PEMASARAN Dosen: Dr. Ir. Kirbrandoko, MSM.
INDIVIDUAL DETERMINANTS OF BRAND AFFECT: “THE ROLE OF THE PERSONALITY TRAITS OF EXTRAVERSION AND OPENNESS TO EXPERIENCE” MATA KULIAH : MANAJEMEN PEMASARAN Dosen: Dr. Ir. Kirbrandoko, MSM. Kelompok 4: Arief Budiman PO E Donny Kristiyanto PO E Haryo T. Bintoro PO E Irwan Duni PO E Novri Rulyasri PO E Rialdy Fasha PO E Soerjo Rahardjo PO E Yusron PO E
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Brand equity - Aaker Brand Equity Brand Awareness Perceived Quality
Brand Association Brand Loyalty
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Brand loyalty pyramid – Aaker
Commited Buyer Likes the Brand – Considers it a Friend Satisfied Buyer with Switching Cost Satisfied/Habitual Buyer No Reason to Change Switchers/Price Sensitive Indifferent – No Brand Loyalty
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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 26 32 68 46 33 25 30 27 21 35
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Personality Traits – Big 5
Description Openness Curious, original, intellectual, creative, and open to new ideas. Concientiousness Organized, systematic, punctual, achievement oriented, and dependable Extraversion Outgoing, talkative, sociable, and enjoys being in social situations. Agreeableness Affable, tolerant, sensitive, trusting, kind, and warm. Neuroticism Anxious, irritable, temperamental, and moody
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A consumer psychology of brand model – B. Smith
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Risalah jurnal - hipotesa dan hasil
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
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Implikasi bagi marketers
Semakin pentingnya pemahaman human personality untuk mengelola brand affect dan pada akhirnya brand loyalty Hedonic value berperan besar dalam meningkatkan brand affect Emotional branding akan menentukan keberhasilan pengelolaan brand
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