Pengaruh Brand Detachment pada Disolusi Hubungan Antara Konsumen dengan Merek

Isnanto, Arif, N.A.

2007 | Skripsi | S1 Management

The brand is one of very important part in marketing activity, because a brand can used as media to build emotional relationship to consumer. A new concept, brand detachment was developed in marketing research to enhance understanding of the dissolution process of the relationship between brands and consumers. Brand detachment refers to the psychological state of distance with regard to a brand, resulting from the weakening or the dissolution of the affective bond existing between the consumer and the brand. This research are examine the influence of brand detachment on consideration of the brand and repeated buying behaviour in relation to that brand. The questionnaire was conducted only with people who were detached from a brand. The model was tested on a convenience sample of 110 individuals. By Multiple Regression method, researcher get result that brand detachment has a negative influence on the consideration and the repeated buying behaviour of the brand. The consideration of the brand and repeated buying behaviour in relation to the brand from which the consumer is detached have decreased, thereby implying that brand detachment may be seen as an indicator of the consumer tendency to end the relationship with the brand. Keywords: brand detachment, relationship dissolution

Kata Kunci : brand detachment, relationship dissolution, Marketing, Pemsaran, Merek, Konsumen