Ramadhan, Nickalis and Hidayat, Nila K. (2019) The Impact of Brand Activation on Customer Trust. International Conference On Global Innovation And Trends In Economy.

Preview	Text Peer Review - The Impact of Brand Activation on Customer Trust.pdf Download (109kB) | Preview
Preview	Text No. 10 - The Impact of Brand Activation on Customer Trust.pdf Download (333kB) | Preview

Abstract

Customer trust is one of the aspect for customers to keep buying brand's product. The decrease of customer trust would mean people leaving the brand.Brand XYZ is experiencing a decrease in their customer trust and with today's fierce competition between fast moving consumers goods (FMCG) brands, Brands are forced to figure out new marketing campaign, usually ones with direct customer engagement such as brand activation. Brand XYZ used brand activation strategy in the form of event to increase their customer trust towards their brand. To see the results and significance of this implemented strategy by the company, this research created the model to measure the impact of brand activation on customer trust for brand XYZ's brand activation event. The result of this study suggests that brand activation have a significant impact toward increasing customer trust. theoritical implications and further recommendations made are based on the finding of this study.

Item Type:	Article
Uncontrolled Keywords:	Brand Activation; Customer Trust; Brand activation Event; FMCG
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Dr. Nila Hidayat
Date Deposited:	23 Jul 2020 15:11
Last Modified:	23 Sep 2020 02:21
URI:	http://repository.sgu.ac.id/id/eprint/1627

Actions (login required)

View Item