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....
| Main Authors: | , |
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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| _version_ | 1797032225078771712 |
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| author | , Firdaus Dwi Avianto , Drs. Ahmad Jamli, M.A., |
| author_facet | , Firdaus Dwi Avianto , Drs. Ahmad Jamli, M.A., |
| author_sort | , Firdaus Dwi Avianto |
| collection | UGM |
| description | 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. |
| first_indexed | 2024-03-13T22:35:22Z |
| format | Thesis |
| id | oai:generic.eprints.org:98220 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:35:22Z |
| publishDate | 2012 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:982202016-03-04T08:46:42Z https://repository.ugm.ac.id/98220/ Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights , Firdaus Dwi Avianto , Drs. Ahmad Jamli, M.A., ETD 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. [Yogyakarta] : Universitas Gadjah Mada 2012 Thesis NonPeerReviewed , Firdaus Dwi Avianto and , Drs. Ahmad Jamli, M.A., (2012) Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=52128 |
| spellingShingle | ETD , Firdaus Dwi Avianto , Drs. Ahmad Jamli, M.A., Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights |
| title | Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights |
| title_full | Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights |
| title_fullStr | Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights |
| title_full_unstemmed | Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights |
| title_short | Pengaruh Event Sponsorship Terhadap Ekuitas Merek LA Lights |
| title_sort | pengaruh event sponsorship terhadap ekuitas merek la lights |
| topic | ETD |
| work_keys_str_mv | AT firdausdwiavianto pengaruheventsponsorshipterhadapekuitasmereklalights AT drsahmadjamlima pengaruheventsponsorshipterhadapekuitasmereklalights |