Buku manajemen pemasaran internasional
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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of the American Society for Information Science and Technology, 60(11), 2169–2188. Twitter Power: Tweets as Electronic Word of Mouth. Jansen, B.J., Zhang, M., Sobel, K., and Chowdury, A. Haefner, Zsuzsa Deli-Gray and Al Rosen-bloom. Journals of Marketing Inteligence and Planning. The Effect of Electronic Word-of-Mouth on Brand Image and Purchase Intention. Effects of word-of-mouth and product-attribute informa-tion on persuasion: An accessibility-diagnosticity perspective. Electronicn Word-of-Mouth Via Consumer-Opinion Platforms: What Motives Consumers to Articulate Themselves On the Intenet. Hennig-Thurau., Gwinner, K.P., Walsh, G., and Gremier, D.D. Consumer Behavior: Building Marketing Strategy (11th ed.). Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions. International Journal of Research in Marketing. Measuring the impact of positive and negative word of mouth on brand purchase probability. Impact of Product Harm Crisis on Brand Equity: The Moderating Role of Consumer Expectations,” Journal of Marketing Research. The Effect of Word of Mouth on Sales: Online. Journal of Marketing, 65, 81-94.Ĭhevalier, J., and Mayzlin, D.
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"The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty". Journal of Strategic Marketing, 6, 241-254. Word of mouth: Understanding and managing referral marketing. Word-of-Mouth Effects on Short-term and Long-term Product Judgments. Consumers Behavior and Marketing Action, Edisi 3, Kent Publishing Company, Boston Massachusset, AS.īone, P.F. Role of product-related conversations in the diffusion of a new product. Consumer Evaluations of Brand Extensions, Journal of Marketing, 54(1), pp. The strongest relationship is that eWOM positively influence brand image and eWOM postively influence buying interest.Īaker, D.A., and Keller, K.L. Brand image, brand trust is the mediation between eWOM and buying interest, such that in total it strengthen the influence. The results obtained, eWOM directly effect on brand image, brand trust and buying interest, while brand image directly influence brand trust and buying interest, and brand trust directly influence the buying interest. Research conducted on 250 consumers as purposive sampling, and analyzed using SPSS Version 13 to see the profile of consumers, measures of central tendency and variation of each indicator of variable of research, and SmartPLS Version 2:00 to examine the relationship of influence with SEM models. More specific objectives of this research is to analyze the influence of eWOM on brand image, brand trust and buying interest of a smartphone.
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This study was conducted to understand the influence of eWOM, through the Internet, on Brand Image, Brand Trust and Buying interest. Fakultas Ekonomi Universitas Kristen PetraĪlumni Magister Manajemen Universitas Kristen PetraĮWOM, brand image, brand trust, buying interest.