Peer Review Pembentukan Loyalitas Konsumen Produk Berteknologi Tinggi melalui Emotional Branding

Oktivera, Elsie (2012) Peer Review Pembentukan Loyalitas Konsumen Produk Berteknologi Tinggi melalui Emotional Branding. STIKS Tarakanita.

Text (Penilaian Peer Review) Pembentukan Loyalitas Konsumen Produk Berteknologi.pdf Download (734kB)

Abstract

Abstract
Special characteristics on high technology products may lead consumers into anxiety and careful way before deciding buying them. Therefore, a brand should influence consumer's emotion in order to build a trust and special difference on the consumers. Emotional Branding is one approach in branding communication that understands the emotionals aspects of consumers by giving the value of emotional benefits leading into a difference. This reseach analyzes the execution process of emotional branding for high technology product changing consumer's anxiety into loyalty. The findings conclude that the work of emotional branding may lead into consumer's positive perception of brand and they will motivated to buy the product. As a results, this creates a brand loyalty.
keywords: emotional branding, high technology products, consumer behaviour, consumer loyalty

Item Type:	Other
Subjects:	L Education > L Education (General)
Depositing User:	Elsie Oktivera
Date Deposited:	20 Sep 2020 01:04
Last Modified:	03 Oct 2020 17:37
URI:	http://repository.starki.id/id/eprint/142

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