Model Sikap Konsumen pada Kegiatan Cause Related Marketing
Company support of social cause, called cause related marketing (CRM), has experienced extraordinary growth and has become a common practice for many marketing programs. Using signalling theory, this study empirically tests a formation of attitude toward alliance model, which consists of impact of a...
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| 格式: | Theses and Dissertations NonPeerReviewed |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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id-ugm-repo.993422016-03-04T08:48:56Z https://repository.ugm.ac.id/99342/ Model Sikap Konsumen pada Kegiatan Cause Related Marketing , Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA ETD Company support of social cause, called cause related marketing (CRM), has experienced extraordinary growth and has become a common practice for many marketing programs. Using signalling theory, this study empirically tests a formation of attitude toward alliance model, which consists of impact of attitude toward brand, attitude toward cause, product fit, and brand fit on attitude toward CRM, and evaluate the impact of attitude toward CRM on purchase intention. 2 x 2 factorial design experiment with the use of experience-product was conducted, and experimental results indicate many interest findings [Yogyakarta] : Universitas Gadjah Mada 2012 Thesis NonPeerReviewed , Singgih Santoso, SE.,MM. and , Prof. Dr. Basu Swastha Dharmmesta, MBA (2012) Model Sikap Konsumen pada Kegiatan Cause Related Marketing. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55944 |
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UGM Library |
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ETD , Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA Model Sikap Konsumen pada Kegiatan Cause Related Marketing |
| description |
Company support of social cause, called cause related marketing (CRM), has
experienced extraordinary growth and has become a common practice for many
marketing programs. Using signalling theory, this study empirically tests a
formation of attitude toward alliance model, which consists of impact of attitude
toward brand, attitude toward cause, product fit, and brand fit on attitude toward
CRM, and evaluate the impact of attitude toward CRM on purchase intention. 2 x
2 factorial design experiment with the use of experience-product was conducted,
and experimental results indicate many interest findings |
| format |
Theses and Dissertations NonPeerReviewed |
| author |
, Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA |
| author_facet |
, Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA |
| author_sort |
, Singgih Santoso, SE.,MM. |
| title |
Model Sikap Konsumen pada Kegiatan
Cause Related Marketing |
| title_short |
Model Sikap Konsumen pada Kegiatan
Cause Related Marketing |
| title_full |
Model Sikap Konsumen pada Kegiatan
Cause Related Marketing |
| title_fullStr |
Model Sikap Konsumen pada Kegiatan
Cause Related Marketing |
| title_full_unstemmed |
Model Sikap Konsumen pada Kegiatan
Cause Related Marketing |
| title_sort |
model sikap konsumen pada kegiatan
cause related marketing |
| publisher |
[Yogyakarta] : Universitas Gadjah Mada |
| publishDate |
2012 |
| url |
https://repository.ugm.ac.id/99342/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55944 |
| _version_ |
1681230527492784128 |