THE LINK BETWEEN OFFLINE BRAND ATTRIBUTE AND CORPORATE BRAND IMAGE OF GRAMEDIA TUNJUNGAN PLAZA BOOKSTORE IN SURABAYA
| Main Authors: | Chandra, Amelia Hutomo , Honantha, Christina Rahardja , Margaretha, Silvia |
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| Format: | BookSection PeerReviewed application/pdf |
| Terbitan: |
Department of Management Faculty of Business and Economics Universitas Surabaya
, 2014
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/28836/1/The%20Link%20Between_2014.pdf http://repository.ubaya.ac.id/28836/ |
Daftar Isi:
- The purpose of this paper is to look into the relationship between the Offline Brand Attribute (physical aspect, product related information, reliability and personal interaction) and Corporate Brand Image in Gramedia TP Bookstore, Surabaya. This study aims to find out and analyze the effect of Offline Brand Attribute by Corporate Brand Image of Gramedia TP Bookstore in Surabaya. This study used Structural Equation Modeling (SEM) with LISREL software version 8.7, and also used survey method to collect data by directly asking respondents through questionnaires. Sample of this study consisted of two hundred (200) book shopper in Surabaya. This study reveals that there is no effect between Physical Aspect and Corporate Brand Image of Gramedia TP Bookstore in Surabaya. While Product Related Information, Reliability and Personal Interaction have significant and positive effect by Corporate Brand Image of Gramedia TP Bookstore in Surabaya.