HOW DOES BRAND STORYTELLING BUILD BRAND LOYALTY? THE CASE OF GO-JEK ADVERTISING CAMPAIGN
The purpose of this study was to determine the relationship of Brand Storytelling to Perceived Brand Image and its impact on Emotional Brand Attachments and Brand Loyalty. The survey was conducted on 175 Gojek users aged 19-24 who had watched one of the four Gojek campaign advertisements on Youtube...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/64711 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |