PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN KEGIATAN PADA EKUITAS MEREK
This thesis discussed the effect of Brand Personality and Sponsorship that was moderated by Sponsor-Event Fit on Brand Equity. The research object was Puteri Indonesia 2013 as the event and Mustika Ratu as the sponsor brand. This thesis used quantitative approach with confirmatory study design and s...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| _version_ | 1797033980578496512 |
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| author | , OSEANE PAULINA EFFATANIA , Dr. Bayu Sutikno, M.S.M., Ph.D. |
| author_facet | , OSEANE PAULINA EFFATANIA , Dr. Bayu Sutikno, M.S.M., Ph.D. |
| author_sort | , OSEANE PAULINA EFFATANIA |
| collection | UGM |
| description | This thesis discussed the effect of Brand Personality and Sponsorship that was
moderated by Sponsor-Event Fit on Brand Equity. The research object was Puteri
Indonesia 2013 as the event and Mustika Ratu as the sponsor brand.
This thesis used quantitative approach with confirmatory study design and survey
method. Unit of analysis of this research was individual which were consumers who
have seen Puteri Indonesia 2013.
The result of this research implied that Sponsorship had a positive and significant
effect on Brand Equity, Sponsor-Event Fit strengthened the effect of Sponsorship on
Brand Equity, and Brand Equity also had a positive and significant effect on Brand
Equity. |
| first_indexed | 2024-03-13T23:03:41Z |
| format | Thesis |
| id | oai:generic.eprints.org:123478 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T23:03:41Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1234782016-03-04T08:41:38Z https://repository.ugm.ac.id/123478/ PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN KEGIATAN PADA EKUITAS MEREK , OSEANE PAULINA EFFATANIA , Dr. Bayu Sutikno, M.S.M., Ph.D. ETD This thesis discussed the effect of Brand Personality and Sponsorship that was moderated by Sponsor-Event Fit on Brand Equity. The research object was Puteri Indonesia 2013 as the event and Mustika Ratu as the sponsor brand. This thesis used quantitative approach with confirmatory study design and survey method. Unit of analysis of this research was individual which were consumers who have seen Puteri Indonesia 2013. The result of this research implied that Sponsorship had a positive and significant effect on Brand Equity, Sponsor-Event Fit strengthened the effect of Sponsorship on Brand Equity, and Brand Equity also had a positive and significant effect on Brand Equity. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , OSEANE PAULINA EFFATANIA and , Dr. Bayu Sutikno, M.S.M., Ph.D. (2013) PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN KEGIATAN PADA EKUITAS MEREK. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=63590 |
| spellingShingle | ETD , OSEANE PAULINA EFFATANIA , Dr. Bayu Sutikno, M.S.M., Ph.D. PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN KEGIATAN PADA EKUITAS MEREK |
| title | PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG
DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN
KEGIATAN PADA EKUITAS MEREK |
| title_full | PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG
DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN
KEGIATAN PADA EKUITAS MEREK |
| title_fullStr | PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG
DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN
KEGIATAN PADA EKUITAS MEREK |
| title_full_unstemmed | PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG
DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN
KEGIATAN PADA EKUITAS MEREK |
| title_short | PENGARUH KEPRIBADIAN MEREK DAN SPONSORSHIP YANG
DIMODERASI OLEH KESESUAIAN ANTARA SPONSOR DAN
KEGIATAN PADA EKUITAS MEREK |
| title_sort | pengaruh kepribadian merek dan sponsorship yang dimoderasi oleh kesesuaian antara sponsor dan kegiatan pada ekuitas merek |
| topic | ETD |
| work_keys_str_mv | AT oseanepaulinaeffatania pengaruhkepribadianmerekdansponsorshipyangdimoderasiolehkesesuaianantarasponsordankegiatanpadaekuitasmerek AT drbayusutiknomsmphd pengaruhkepribadianmerekdansponsorshipyangdimoderasiolehkesesuaianantarasponsordankegiatanpadaekuitasmerek |