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Analisis strategi co-branding entitas komersial dengan entitas non-profit = Analysis of co-branding strategy between commercial entity and non-profit entity / Zainul Fikri

Zainul Fikri; Rizal Edy Halim, promotor; M. Gunawan Alif, examiner; Sri Rahayu Hijrah Hati, examiner ([Publisher not identified] , 2015)

 Abstrak

[ABSTRAK
Penelitian ini meneliti tentang faktor-faktor yang mempengaruhi strategi
co-branding antara entitas komersial dengan entitas non-profit. Pada satu sisi
entitas komersial ingin mendapatkan citra positif entitas non-profit, disisi lain
entitas non-profit membutuhkan pendanaan. Kerjasama antara kedua entitas dapat
menguntungkan, namun karena tidak semua strategi dapat berjalan sesuai dengan
rencana begitu pula strategi co-branding tidak selamanya efektif malah dapat
menimbulkan risiko bagi citra suatu merek. Penelitian ini menemukan bahwa
familiaritas konsumen terhadap suatu merek bukan berarti akan menimbulkan
penilaian positif terhadap aliansi merek yang dilakukan.

ABSTRACT
This study examines the factors that influence the strategy of co-branding
between commercial entities with non-profit entities. The commercial entities
wants to obtain a positive brand image of non-profit entities, vice versa the nonprofit
entities in need of funding. The cooperation between the two entities can be
profitable, but not all strategies can be implemented as planned as did co-branding
strategy is not always effective even may pose a risk to the image of a brand. This
study found that the consumers? brand familiarity does not mean that will lead to a
positive assessment of the brand alliance evaluation, This study examines the factors that influence the strategy of co-branding
between commercial entities with non-profit entities. The commercial entities
wants to obtain a positive brand image of non-profit entities, vice versa the nonprofit
entities in need of funding. The cooperation between the two entities can be
profitable, but not all strategies can be implemented as planned as did co-branding
strategy is not always effective even may pose a risk to the image of a brand. This
study found that the consumers’ brand familiarity does not mean that will lead to a
positive assessment of the brand alliance evaluation]

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No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2015
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xvii, 138 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
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No. Panggil No. Barkod Ketersediaan
T-Pdf 15-17-992924400 TERSEDIA
Ulasan:
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