Analisis Attachment Aversion Relationship Model pada Personal Branding: Studi Kasus Tokoh Ridwan Kamil Pada Pemilihan Umum Daerah Walikota Bandung 2013  

Oleh:

Prasetiyowati, Silvia Nur ; Setyowardhani, Hapsari

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Mini Economica Media Komunikasi Ilmu Ekonomi no. 43 (2014), page 209-226.
Topik: Attachment-Aversion Relationship Model; Personal Branding; Political Marketing; Ridwan Kamil

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM89 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

As the Competition increases in almost all aspects, personal branding dimension does not only significant concept to consider. Personal branding dimension does not only focus on the personal brand itself, but also on the consumer point of view. Thus, it is pivotal that markerter analyzes the relationship between consumer and brand. This paper investigates the customer-brand relationship using attachment-aversion relationship model (park et al., 2013). Case study aproach was selected to undertake the investigation. the case choosen was ridwan kamil in the bandung mayor election 2013. The study was conducted on 233 supporters of ridwan kamil. The result implies that 3 determinants of AA Relationship (Enticing (Anoying)) the self, Enabling (Disabling) the self, and enriching (Improverisihing) the self)) did not significantly influence the attachment aversion relationship. In Addition, Motivational strength significantly mediated the relationship between attachment-aversion relationship and behavior intention and behavior.

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