Hasil turnitin - The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers

Mayasari, Iin and Haryanto, Handrix Chris Hasil turnitin - The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers. [Kinerja Dosen]

[img]
Preview
Text
Turnitin - The Elements of Brand Anthropomorphism_ Qualitative Investigation Into Local Brands Amongst Young Ad.pdf

Download (271kB) | Preview

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
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

Actions (login required)

View Item View Item