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PENGARUH BRAND UNIQUENESS, SELF-EXPRESSIVE, PRESTIGE OF THE BRAND, HEDONIC BRAND, DAN CONSUMER’S EXTRAVERSION TERHADAP BEHAVIORAL INTENTION YANG DIINTERMEDIASI OLEH BRAND PASSION PADA SEPEDA MEREK “AGENT SERIES” DI SURABAYA
(Universitas Pelita Harapan Surabaya - Department Of Business School - Master Of Management, 2011-07-15)
Brand passion can be defined as “a primarily affective, extremely positive attitude toward a specific brand that leads to emotional attachment and influences relevant behavioral factors” (Bauer, 2007). If the consumer can ...