Rahmat Saleh, Rahmat and Ade Onny Siagian, Ade (2020) SPONSORSHIP DALAM MENCIPTAKAN SIKAP MEREK. Jurnal Bisnis Terapan, 04 (1). pp. 13-21. ISSN 2580-4928

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Official URL / DOI: https://doi.org/10.24123/jbt.v4i1.2404


In introducing a brand the company must use the right strategy. Because this is related to the level of effectiveness and efficiency for the company. Nowadays television advertisements are excellent for companies that want to introduce a brand. However, television advertising is increasingly expensive and needs an alternative choice of other promotional tools to accompany the use of television advertising. The company began to leave television advertising as the main choice in introducing brands by reducing the allocation of funds for television advertising. This step is carried out with the aim of saving promotional costs and getting a better promotional impact. Sponsorhip is one of the right choices in promoting a brand. Because promotion can build a company image. Besides creating a more intimate relationship between brands and consumers when using sponsorship. The association and image that has been formed in the minds of consumers becomes a provision for attitudes towards brands that are characterized by feelings of liking for the brand and ultimately want to use the brand

Item Type: Article
Uncontrolled Keywords: sponsorship; asosiasi merek; citra merek; sikap merek
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: RAHMAT SALEH
Date Deposited: 10 Apr 2023 02:28
Last Modified: 10 Apr 2023 02:28
URI: http://repository.ubaya.ac.id/id/eprint/43862

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