Zuhriatusobah, Juju (2020) Penelitian Pemasaran. No. 360/JBA/2020, 1 . WIDINA BHAKTI PERSADA BANDUN, Bandung. ISBN 978-623-6608-81-4
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Abstract
It has long been held that one of the major of marketing is to generate and maintain brand awareness, this is seen as particularly important in a low involvement situation where consumers may engage in little active search for information to aid choice. This study presents a global pictures of the brand awareness dimensions and how they interact within the context of healthy drinks in Bandung Regency. A total of 431 respondents were selected by a systematic random sampling method. The findings conclude that, the Yakult brand awareness is categorized as relatively high. However, the Yakult should concentrate their efforts primarily on perceived quality and brand loyalty, which have high importance and directly in the construct of brand equity. Keywords: brand awareness, perceived quality, brand loyalty, brand equity
| Item Type: | Book |
|---|---|
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi > Akuntansi (S1) |
| Depositing User: | Admin Administrator Uninus |
| Date Deposited: | 15 Apr 2023 04:37 |
| Last Modified: | 15 Apr 2023 04:41 |
| URI: | http://repository.uninus.ac.id/id/eprint/130 |
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