INDRAPRASTHA, ERSA SATRIYAWAN (2015) PENGARUH KEPRIBADIAN MEREK TERHADAP EKUITAS MEREK YANG DIMEDIASI OLEH CITRA MEREK PADA KONSUMEN COKLAT SILVERQUEEN DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This research examines about the effect of brand personality on brand equity is mediated by the brand image of the SilverQueen chocolate consumer. The purpose of this study to find out the direct and indirect relationship amongst the brand personality on brand equity. The result showed that indicated a indirect relationship brand personality on brand equity is mediated by the brand image. The brand image of SilverQueen chocolate is very strong so that it can increase the value contained in the product. The silverQueen company should use variable and perform the different strategy so that their products cold be more desirable in the market. Keywords : SilverQueen Chocolate, Brand Personality, Brand image, Brand Equity
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 20 Jul 2016 08:20 |
| Last Modified: | 20 Jul 2016 08:20 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/55 |
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