The Effects of Brand Endorsement, Popularity, and Event Sponsorship on Consumer Pre-purchase Attitudes in Jakarta  

Oleh:

Hendrasaputra, Daniel ; Lunarjanto, Andy

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: Journal of Business Strategy and Execution vol. 1 no. 2 (Jun. 2009), page 194-215.
Topik: advertising; endorsement; popularity; sponsorship; quality; uniqueness; manufacturer esteem; corporate citizenship

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB84.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

It aims to investigate the individual and collective effects of Brand Endorsement, Popularity, and Event Sponsorship on consumer perceived quality, uniqueness, manufacturer esteem, and corporate citizenship. This research uses Frequency Analysis, Descriptive Analysis (Mean adn Standard deviation), Independent Samples T-Test, ANOVA and MANOVA. It suggest significant main effects for both popularity and sponsorship cues, with popularity affecting perceived quality, uniqueness, and manufacturer esteem, and sponsorship affecting manufacturer esteem and corporate citizenship. Popularity is the most managerially useful, because it can give significant effects on perceived product quality, uniqueness, and manufacturer esteem. Sponsorship can give significant effects on corporate image, represented in manufacturer esteem and corporate citizenship.

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