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Please use this identifier to cite or link to this item: http://repository.uksw.edu/handle/123456789/4131
Title: Pengaruh Brand Personality, Brand Reputation, dan Brand Tribalism terhadap Brand Relationship dalam Meningkatkan Brand Loyalty (Studi pada pengguna Blackberry Smartphone)
Authors: Oktavian Hariyanto, Jony
Loing, Chenly
Keywords: Brand Personality;Brand Reputation;Brand Tribalism;Brand Relationship;Brand Loyalty
Issue Date: 2013
Publisher: Magister Manajemen Program Pascasarjana UKSW
Abstract: This study aimed to determine the effect of brand personality, brand reputation and brand tribalism of brand relationship in enhancing brand loyalty by conducting a study on the BlackBerry Smartphone users. This research is quantitative research with a sample of 110 respondents and use of data analysis techniques Structural Equation Model (SEM). Results of this study indicate that the brand personality and brand reputation has no effect on the brand relationship. The effect is only shown by the brand tribalism where the community created from BlackBerry users is what makes the brand so that the relationship with the customer. So that Research In Motion (RIM) as the BlackBerry brand owners should pay more attention to these communities so that they can become loyal customers and word of mouth to create brand loyalty to the BlackBerry.
URI: http://repository.uksw.edu/handle/123456789/4131
Appears in Collections:T2 - Master of Management

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