PENGARUH BRAND ASSOCIATION TERHADAP CONSUMER RESPONSE PADA PRODUK LOUIS VUITTON DI SURABAYA
ABSTRACT: Louis Vuitton is
known with initial LV and also a brand that affected consumer in decision
making. Brand Association are attributes linked to the brand by customers that
is determined with the guarantee function, the personal identification
function, the social identification function, dan the status function. Consumer
response is an effort to satisfy a drive. Reaction evoked by a stimulus
consumer response, which it is determined with willingness to pay a price
premium for the brand, willingness to accept brand extentions, dan willingness
to recommend the brand to other. This research aim to test the effect of brand
association of LV to consumer response with linier regression. The result shows
that brand association of LV affect consumer response significantly.
Keywords: Brand Association,
Consumer Response
Penulis: Angela Stephani,
Indarini, Christina Rahardja Honantha
Kode Jurnal: jpmanajemendd080128
