Ditemukan 1 dokumen yang sesuai dengan query
Ardi Wirdamulia, author
This research demonstrates that brand performance can be enhanced not only through brand personality
congruence with customer personality, but also through brand personality fit, namely the
moderating fit of customer value proposition to brand personality. Through a study covering 125
brands, the result demonstrates that the moderating fit between brand personality and the...
Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2013
pdf
Artikel Jurnal Universitas Indonesia Library
