Prawitasari, Nastiti and Krisnawati, Nila and Pasasa, Linus (2014) The Impact of Symbolic Image Congruity and Functional Image Congruity on Consumers' Brand Preference: Case Study of MINI Indonesia. Bachelor thesis, Swiss German University.

Preview	Text Nastiti Prawitasari 13110109 TOC.pdf Download (1MB) | Preview
	Text Nastiti Prawitasari 13110109 1.pdf Restricted to Registered users only Download (738kB)
	Text Nastiti Prawitasari 13110109 2.pdf Restricted to Registered users only Download (1MB)
	Text Nastiti Prawitasari 13110109 3.pdf Restricted to Registered users only Download (2MB)
	Text Nastiti Prawitasari 13110109 4.pdf Restricted to Registered users only Download (2MB)
	Text Nastiti Prawitasari 13110109 5.pdf Restricted to Registered users only Download (585kB)
Preview	Text Nastiti Prawitasari 13110109 Ref.pdf Download (448kB) | Preview

Abstract

The competition in Indonesia automotive industry is getting tougher. Many car companies compete to become the consumers' brand preference choice. People tend to choose a product or brand that is congruent with them, whether it is from the symbolic dimension or functional dimension. The objective of this thesis research is to analyze the impact of symbolic image congruity and functional image congruity on the consumers' brand preference, in this case, MINI Indonesia. The impact of consumers' perceived symbolic image congruity on the perceived functional image congruity would also be analyzed in this study. The secondary and primary data are used in quantitative approach, gathered by using online questionnaire to the respondent who has a relation with the MINI brand, including the car owner and also fans of the brand. Results indicate that functional image congruity has more significant impact on consumers' brand preference rather than the symbolic one. However, the consumers' perceived symbolic image congruity could give significant impact on consumers' brand preference by maximizing the consumers' perceived functional congruity.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Image, Image Congruity, Symbolic, Functional, Consumer Brand Preference, Automotive Industry, MINI
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9710 Automobiles—Marketing 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:	Faisal Ifzaldi
Date Deposited:	30 Jul 2021 22:52
Last Modified:	30 Jul 2021 22:52
URI:	http://repository.sgu.ac.id/id/eprint/2121

Actions (login required)

View Item