RESMAKA, YAN (2016) PENGARUH CORPORATE REBRANDING TERHADAP BRAND EQUITY DALAM KONTEKS B2B MARKET. Masters thesis, STIE PERBANAS SURABAYA.
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Abstract
In recent years, the number of Indonesian airlines grow quite rapidly. The need for air transport services is accompanied by a rising demand for services providers of food (catering) for the airline. Catering services is better known by the name of inflight catering. Inflight caterer (food service provider) to process the ingredients into prepared foods these foods will be consumed by passenger airline service users. Based on that idea, so the object this study is to exemine the effect of corporate rebranding on brand equity PT Aerofood Indonesia This study used a questionnaire given to the person in charge of each airline. The analysis technique used in this study is t test and f test. T and f test techniques used for this technique allows the testing of a series of relationships that partially or simultaneously .. The results showed tha corporate rebrnding has significant effect on Brand Awareness, Brand Renamming significantly influence Assosiation.Renamming significant effect on Perceived Quality, Renamming significant effect on Brand Loyalty, Redisign significant effect on Brand Awareness, Redisign significant effect on Brand Association, Redisigning no significant effect on Perceived Quality, Redisigning significant effect on Brand Loyalty, Recommunicating significant effect on Brand Awareness, Recommunicating significant effect on Brand Association, Recommunicating no significant effect on Perceived Quality, Recommunicating significant effect on Brand Loyalty Kata Kunci : Corporate Rebranding, Renamming, Redisign, Recommunicating, Brand Equity, Brand Awereness, Brand Assosiation, Brand Loyalty, Perceived Quality
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 07 Feb 2017 04:37 |
| Last Modified: | 07 Sep 2017 03:18 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/475 |
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