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Ni Putu Sri Mulyani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH CORPORATE REBRANDING TERHADAP LOYALITAS NASABAH BNI DENPASAR MELALUI BRAND ASSOCIATIONS, KEPUASAN, DAN REPUTASI PERUSAHAAN Ni Putu Sri Mulyani
Jurnal Manajemen dan Bisnis Vol 10 No 1 (2013)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (345.527 KB) | DOI: 10.38043/jmb.v10i1.231

Abstract

The research was an explanatory by means of cross sectional method.Comprehensively, the objective of this research was to prove and analyze the effect of :corporate rebranding to customers’ loyalty, corporate rebranding to brand associations,corporate rebranding to customers’ satisfaction, corporate rebranding to corporatereputation, brand associations to customers’ satisfaction, brand associations to customers’loyalty, customers’ satisfaction to corporate reputation, customers’ satisfaction to customers’loyalty.This research using 130 respondents taken by systematic random sampling withproportional allocation. The instrument used were questionnaires. The technique ofanalyzing data was Structural Equation Modelling or SEM by means of AMOS PackageProgram, version 18.0.Keywords: corporate rebranding, brand associations, satisfaction, corporate reputation, loyalty.
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