Mayasari, Iin and Haryanto, Handrix Chris Hasil turnitin - The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers. [Kinerja Dosen]
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Abstract
Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and selfbrand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents through semi-structured depth interviewing. Research Findings: The critical finding provides the context of Asian consumers related to local brands. Emerging local brands can grow if the organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism associated with the domain of consumer-brand relationships among Asian consumers. Practitioner/Policy Implication: The local brands should be perceived that all brands are not similar in the same category. Research limitation/Implications: The elements of brand anthropomorphism can create brand personality
Item Type: | Kinerja Dosen |
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Subjects: | A General Works > AC Collections. Series. Collected works |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen-S2 |
Depositing User: | Mrs Iin Mayasari |
Date Deposited: | 05 Feb 2023 23:43 |
Last Modified: | 05 Feb 2023 23:43 |
URI: | http://repository.paramadina.ac.id/id/eprint/744 |
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