Makalah konseptual untuk masalah masalah kontemporer dalam marketing = Conceptual paper of contemporary issues in marketing
Paramita Danastri Pramudia;
Isfandiary Djafaar, examiner
(Fakultas Ekonomi Dan Bisnis, 2015)
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[Emotional brand attachment is a core issue that marketers need to further considerate inthe field of marketing. Marketers find the need to understand the factors that effect consumer’s inbuilding their emotional brand attachment. They need to understand what are the factors behindconsumers purchase behavior and what keeps them from switching from one brand to another.By understanding this in more depth marketers will be able to make more effective and efficientapproaches to build consumers emotional brand attachment, in which will result in an increase inconsumer’s brand loyalty.Emotional Brand Attachment and Brand Personality: The Relative Importance of theActual and the Ideal Self is an interesting topic, focusing on which between the actual and theideal self that has the more contribution towards building consumer’s emotional brandattachment. They suggested that there are three moderator variables that affect consumer’semotional brand attachment and concluded that this information is necessary for marketers increating brand personality (Malar, Krohmer, Hoyer & Nyffenegger 2011).Although these variables have impacts on building consumer’s emotional brandattachment, the framework proposed could be improved by adding the variables from the branditself, which has been proved by previous studies to also have huge impact towards consumer’semotional brand attachment.The key theme of this paper is to broaden the existing findings of the authors and byviewing it from a different perspective which is done by including the dimensions of brandexperience and attachment security as the variables that also have impacts towards consumer’semotional brand attachment, rather than focusing on which between the ideal and the actual selfmarketers should focus on in creating brand personality. The implication of this framework willtherefore broaden marketers’ approach in building consumer’s emotional brand attachment. Emotional brand attachment is a core issue that marketers need to further considerate inthe field of marketing. Marketers find the need to understand the factors that effect consumer’s inbuilding their emotional brand attachment. They need to understand what are the factors behindconsumers purchase behavior and what keeps them from switching from one brand to another.By understanding this in more depth marketers will be able to make more effective and efficientapproaches to build consumers emotional brand attachment, in which will result in an increase inconsumer’s brand loyalty.Emotional Brand Attachment and Brand Personality: The Relative Importance of theActual and the Ideal Self is an interesting topic, focusing on which between the actual and theideal self that has the more contribution towards building consumer’s emotional brandattachment. They suggested that there are three moderator variables that affect consumer’semotional brand attachment and concluded that this information is necessary for marketers increating brand personality (Malar, Krohmer, Hoyer & Nyffenegger 2011).Although these variables have impacts on building consumer’s emotional brandattachment, the framework proposed could be improved by adding the variables from the brand itself, which has been proved by previous studies to also have huge impact towards consumer’semotional brand attachment.The key theme of this paper is to broaden the existing findings of the authors and byviewing it from a different perspective which is done by including the dimensions of brandexperience and attachment security as the variables that also have impacts towards consumer’semotional brand attachment, rather than focusing on which between the ideal and the actual selfmarketers should focus on in creating brand personality. The implication of this framework willtherefore broaden marketers’ approach in building consumer’s emotional brand attachment., Emotional brand attachment is a core issue that marketers need to further considerate in the field of marketing Marketers find the need to understand the factors that effect consumer rsquo s in building their emotional brand attachment They need to understand what are the factors behind consumers purchase behavior and what keeps them from switching from one brand to another By understanding this in more depth marketers will be able to make more effective and efficient approaches to build consumers emotional brand attachment in which will result in an increase in consumer rsquo s brand loyalty Emotional Brand Attachment and Brand Personality The Relative Importance of the Actual and the Ideal Self is an interesting topic focusing on which between the actual and the ideal self that has the more contribution towards building consumer rsquo s emotional brand attachment They suggested that there are three moderator variables that affect consumer rsquo s emotional brand attachment and concluded that this information is necessary for marketers in creating brand personality Malar Krohmer Hoyer Nyffenegger 2011 Although these variables have impacts on building consumer rsquo s emotional brand attachment the framework proposed could be improved by adding the variables from the brand itself which has been proved by previous studies to also have huge impact towards consumer rsquo s emotional brand attachment The key theme of this paper is to broaden the existing findings of the authors and by viewing it from a different perspective which is done by including the dimensions of brand experience and attachment security as the variables that also have impacts towards consumer rsquo s emotional brand attachment rather than focusing on which between the ideal and the actual self marketers should focus on in creating brand personality The implication of this framework will therefore broaden marketers rsquo approach in building consumer rsquo s emotional brand attachment ] |
 MK-Paramita Danastri Pramudia.pdf :: Unduh
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| No. Panggil : | MK-pdf |
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| Penerbitan : | Depok: Fakultas Ekonomi Dan Bisnis, 2015 |
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| No. Panggil | No. Barkod | Ketersediaan |
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| MK-pdf | 11-22-65986113 | TERSEDIA |
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| Tidak ada ulasan pada koleksi ini: 20416464 |
