Membangun Merek, Membentuk Kepercayaan Konsumen dan Menciptakan Loyalitas Merek  

Oleh:

Utama, Diosi Budi

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 2 no. 2 (Nov. 2007), page 122-135.
Topik: Brand Image; Brand Loyalty; Brand Awareness; Trust
Fulltext: 122-135.pdf (206.14KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk
Perpustakaan PKPM Nomor Panggil: T39 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk

Isi artikel

A company can be said to be customer-oriented if it systematically directs itself to satisfying its customers by optimalizing the product (Hawkin et al. 2004). The optimal product which a company offers to customers can help create a positive image towards the product and the brand, which in turn will lead the customers to recognize, trust, and purchase the product. This article describes comprehensively how the good image of a brand as perceived by customers should be built and how the company should devise and implement its strategies in building the customers' loyalty to the product. In this article, we argue that positive image towards a brand can be achieved through the following steps: making the customers aware of the brand, building the customers' trust for the brand, characterizing the relationship between the brand and its customers, which we argue consists of 12 antecedents that complement one another.

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