PENGARUH STATUS SOSIAL TERHADAP RESPON KONSUMEN PENGGUNA BLACKBERRY DI STIE PERBANAS SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
SISWOKO, STEFFI WIDYANI
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-16 03:59:12
Abstract :
Blackberry is a product originally intended for the executive but now Blackberry has been commonly used by all classes. These research trying to reveal the influence of one of the dimensions of brand associations that the social status of the consumer response to Blackberry user. This research try investigated consumer response in the brand extension, brand recomendation and price premium of Blackberry. The function of social status would express feelings of admiration and prestige that may be experienced by consumers for using Blackberry. While on the brand is the desire of consumers to recommend the brand to others. Brand extension is the willingness of consumers to accept the expansion of the brand, while the price premium is the willingness to pay premium prices for the consumer to receive a premium price of the brand. Ketwords : social status, consumer respons, recommendation, premium price, brand extension
Blackberry is a product originally intended for the executive but now Blackberry has been commonly used by all classes. These research trying to reveal the influence of one of the dimensions of brand associations that the social status of the consumer response to Blackberry user. This research try investigated consumer response in the brand extension, brand recomendation and price premium of Blackberry. The function of social status would express feelings of admiration and prestige that may be experienced by consumers for using Blackberry. While on the brand is the desire of consumers to recommend the brand to others. Brand extension is the willingness of consumers to accept the expansion of the brand, while the price premium is the willingness to pay premium prices for the consumer to receive a premium price of the brand. Ketwords : social status, consumer respons, recommendation, premium price, brand extension
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