Purpose - This research investigated on the issue of Logo change in rebranding strategy. The strategy plays an important role brand’s cycle and enhances competitiveness continuously. Since brand is one most assets company, logo core visual factor for customer to recognize, memorize communicate. Meanwhile, often redesigned along with adjustment meet consumers’ needs. Therefore, direct speedy met...

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap loyalty melalui attitude, attachment trust. Metode yang digunakan selama pengumpulan sampel menggunakan metode quota sampling pendekatan kuantitatif generasi Z di kota Batam khususnya berusia 15-25 tahun. Dalam penilitian 412 data pengujian hipotesis SEM PLS. Hasil penelitian men...

Increasing acceptance of social media among users show that consumers are making deep emotional connections with them. The purpose this study is to apply the concept brand love as a and investigate its antecedents outcomes via examining mediating effect consumer satisfaction attitude in eventually leads positive outcomes. In total, 461 valid questionnaires were collected from Turkish students w...

Peningkatan penjualan produk kecantikan bernilai sangat tinggi pada tahun 2020 hingga 2021, dan terbesar terjadi di online shop. Terdapat beragam strategi pemasaran yang menjadi alternatif bagi sebuah merek untuk meningkatkan intensi membeli. Instagram merupakan salah satu platform sukses Indonesia karena menghasilkan engagement reach besar, sehingga banyak memillih melakukan melalui Instagram....

Background. Brand Personality (BP) is one of the most commonly used concepts in marketing literature, and academicians and marketers believe in its benefits. Today, brand personality plays an important role in strategic management and it is considered as one of the most important tactics of an organization to gain a Competitive Advantage (CA). Objectives. This paper aims to investigate the fac...