Ramadhan, Nickalis and Hidayat, Nila K. (2019) The Impact of Brand Activation on Customer Trust: an Investigation of Brand Xyz’s Brand Activation. Bachelor thesis, Swiss German University.

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Abstract

Customer trust is one of the aspect for customers to keep buying a 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 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 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 towards increasing customer trust. Theoretical implications and further recommendations made are based on the findings of this study.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Activation ; Customer Trust ; Brand Activation Event ; FMCG
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Adityatama Ratangga
Date Deposited:	19 May 2020 13:12
Last Modified:	19 May 2020 13:12
URI:	http://repository.sgu.ac.id/id/eprint/533

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