Pengaruh Ideal-self Terhadap Emotional Brand Attachment, Melalui Produt Involvement, Public Self-consciousness, Dan Self-esteem di Artotel Surabaya

Indrawan Wijaya(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini diadakan untuk melihat pengaruh ideal-self terhadap Emotional Brand Attachment melalui variable product involvement, self-esteem, dan public self-conciousness di Artotel Surabaya. Artotel sebagai sebuah brand hotel di Surabaya ini tentunya mempunyai konsumen ataupun partner yang cinta atau menyukai seni dan menganggap seni adalah sesuatu yang dibutuhkan, baik untuk menunjukkan harga diri konsumen tersebut, keterlibatan produk, serta kesadaran diri publik atas produk atau brand itu sendiri.

Keywords


Ideal Self Congruence,Self-concept, Brand, Emotional Brand Attachment, keterlibatan produk, harga diri, kesadaran diri publik.

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References


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