Oktivera, Elsie Pembentukan Loyalitas Konsumen Produk Berteknologi Tinggi melalui Emotional Branding. Jurnal Administrasi dan Kesekretarisan, 4 (1). ISSN 1907-8692
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Pembentukan Loyalitas Konsumen Produk Berteknologi Tinggi melalui emotional branding.pdf Download (2MB) |
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: | Article |
|---|---|
| Subjects: | L Education > L Education (General) |
| Depositing User: | Elsie Oktivera |
| Date Deposited: | 05 Oct 2020 01:28 |
| Last Modified: | 05 Oct 2020 01:28 |
| URI: | http://repository.starki.id/id/eprint/218 |
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