PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN KEGIATAN PADA EKUITAS MEREK

Main Authors: , OSEANE PAULINA EFFATANIA, , Dr. Bayu Sutikno, M.S.M., Ph.D.
Format: Thesis NonPeerReviewed
Terbitan: [Yogyakarta] : Universitas Gadjah Mada , 2013
Subjects:
ETD
Online Access: https://repository.ugm.ac.id/123478/
http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=63590
Daftar Isi:
  • This thesis discussed the effect of Brand Personality and Sponsorship that was moderated by Sponsor-Event Fit on Brand Equity. The research object was Puteri Indonesia 2013 as the event and Mustika Ratu as the sponsor brand. This thesis used quantitative approach with confirmatory study design and survey method. Unit of analysis of this research was individual which were consumers who have seen Puteri Indonesia 2013. The result of this research implied that Sponsorship had a positive and significant effect on Brand Equity, Sponsor-Event Fit strengthened the effect of Sponsorship on Brand Equity, and Brand Equity also had a positive and significant effect on Brand Equity.