MEMBANGUN KOMUNITAS MEREK MELALUI PEMBELAJARAN BUDAYA SEBAGAI UPAYA MENYATUKAN KERAGAMAN KONSUMEN

Rahayu, Siti and Anandya, Dudi (2004) MEMBANGUN KOMUNITAS MEREK MELALUI PEMBELAJARAN BUDAYA SEBAGAI UPAYA MENYATUKAN KERAGAMAN KONSUMEN. In: Proceeding Call for Paper Seminar : Building Competitive Advantage Through Effective Cross Cultural Management, 17-18 Maret 2004, Fakultas Ekonomi Universitas Surabaya.

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Abstract

Consumer is an important aspect in a company. So, a company will effort to make a loyal consumer to their product. To make a loyal consumer is not easy because consumers come from a different culture. Cultural learning is a very important to understanding the variety of consumer. The variety can be united in a community, that is brand community. Brand community could be a competitive advantage because consumer not just consume the product with a specific brand, but they will get much experiences from many activities in the community.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Consumer, Culture, community, brand community
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Business and Economic > Department of Economic
Depositing User: Eko Setiawan 194014
Date Deposited: 03 Apr 2012 01:51
Last Modified: 03 Apr 2012 01:51
URI: http://repository.ubaya.ac.id/id/eprint/277

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