Impact of Brand Activation on Customer Trust in Men Grooming Industry: an Investigation of Brand Xyz

Ramadhan, Nickalis and Krisnawati, Nila (2019) Impact of Brand Activation on Customer Trust in Men Grooming Industry: an Investigation of Brand Xyz. In: INCOGITE (International Conference on Global Innova>on and Trends in Economy), 7 November 2019, Tangerang. (In Press)

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Customer trust is one of the aspects that lead customers to keep buying a brand’s product. A decrease in customer trust would cause people to leave the brand. Brand XYZ is experiencing a decrease in customer trust, and with today’s fierce competition between fast-moving consumer goods (FMCG) brands, brands are forced to figure out new marketing campaigns, usually ones with direct customer engagement such as brand activation. Brand XYZ used a brand activation strategy in the form of an event to increase customer trust towards their brand. To see the results and significance of this strategy implemented by the company, this research created a 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 has a significant impact towards increasing customer trust. Theoretical implications and further recommendations made are based on the findings of this study.

Item Type: Conference or Workshop Item (Presentation)
Uncontrolled Keywords: Brand Activation; Customer Trust; Brand Activation Event; FMCG
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 28 Aug 2020 09:40
Last Modified: 23 Sep 2020 03:01

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