HOW BOYCOTT PARTICIPATION OF CUSTOMERS IN INDONESIA INFLUENCE THE BRAND IMAGE AND PURCHASE DECISION OF MCDONALD AND STARBUCKS
This study investigates the impact of consumer boycott participation on the brand image and purchase decisions of McDonald's and Starbucks in Indonesia, driven by their perceived support for Israel during the Israel-Hamas conflict. Utilizing a sample of 284 respondents (178 for McDonald’s and 1...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83824 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
