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THE IMPACT OF BRAND KNOWLEDGE OF CELEBRITY ENDORSER AND PRODUCT TO BRAND KNOWLEDGE TRANSFER

Penulis : FRISKA A. RUSLIM (NIM 19006072)
Kontributor / Dosen Pembimbing :
  • Pembimbing: Ir. Evo S Hariandja, MM.
Jenis Koleksi : Tugas Akhir
Penerbit : Sekolah Bisnis dan Manajemen
Fakultas : Sekolah Bisnis dan Manajemen
Subjek :
Kata Kunci : brand knowledge, transfer, celebrity endorser, path analysis
Sumber :
Staf Input/Edit : Vika Anastasya Kovariansi   Vika Anastasya Kovariansi
File : 7 file
Tanggal Input : 15 Mar 2012

2009 TA PP FRISKA A. RUSLIM 1-COVER.pdf

2009 TA PP FRISKA A. RUSLIM 1-BAB 1.pdf
2009 TA PP FRISKA A. RUSLIM 1-BAB 2.pdf
2009 TA PP FRISKA A. RUSLIM 1-BAB 3.pdf
2009 TA PP FRISKA A. RUSLIM 1-BAB 4.pdf
2009 TA PP FRISKA A. RUSLIM 1-BAB 5.pdf
2009 TA PP FRISKA A. RUSLIM 1-PUSTAKA.pdf

X is one of the largest mobile providers in Indonesia and has been operating since 1989, with several changing of name. In the past few years, X introduced their product as the lowest tariff among the other providers. In 2007, LM signed contract with X as their celebrity endorser. LM is a model and artist. The aim of this research is to measure the brand knowledge of each entity and the brand knowledge transfer that occurred between those two entities. There are 6 hypotheses that stated in the beginning of research and to prove the hypotheses, 400 questionnaires are distributed to X users in Bandung, for people in 17- 40-year-old age range.

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