| Autor: |
Fransisca Andreani, Tan Lucy Taniaji, Ruth Natalia Made Puspitasari |
| Jazyk: |
English<br />Indonesian |
| Rok vydání: |
2012 |
| Předmět: |
|
| Zdroj: |
Jurnal Manajemen dan Wirausaha, Vol 14, Iss 1, Pp 64-71 (2012) |
| Druh dokumentu: |
article |
| ISSN: |
1411-1438 |
| Popis: |
The objective of this paper is to examine the impact of McDonald’s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS) analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer satisfaction towards customer loyalty. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
|
