Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights
Brand equity is the important thing in product sustainability. Good brand equity will bring a product into a strategic position in consumer�s mind in a long term. Nowadays, Indonesian government still gives an access to the cigarette companies to promote their product, even with many restrictions....
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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| Summary: | Brand equity is the important thing in product sustainability. Good brand
equity will bring a product into a strategic position in consumer�s mind in a long
term. Nowadays, Indonesian government still gives an access to the cigarette
companies to promote their product, even with many restrictions. But there is a trend
to restrict all kind of promotion of cigarette product in the near future. That�s why
cigarette companies are required to build good brand equity to make their product
sustainable and memorize in consumer�s mind in a long term, if the government make
this restrictions in the near future. Event sponsorship is one of the strategies.
The purpose of this research is to measure the effect of Djarum�s integrated
marketing communication through event sponsorship to the variables of LA Lights�s
brand equity. The result of this research will summarize if event sponsorship has a
significant effect to the variables of LA Lights�s brand equity. |
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