PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA
The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-kno...
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| Format: | Article |
| Language: | Indonesian |
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Universitas Trisakti
2016-02-01
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| Series: | Jurnal Manajemen dan Pemasaran Jasa |
| Subjects: | |
| Online Access: | http://www.trijurnal.lemlit.trisakti.ac.id/index.php/jasa/article/view/1597 |