Logo

The Impact of Brand Image Towards Loyalty with Satisfaction as a Mediator in McDonalds

Andreani, Fransisca (2011) The Impact of Brand Image Towards Loyalty with Satisfaction as a Mediator in McDonalds. Jurnal Manajemen dan Kewirausahaan, 14 (1). pp. 64-71. ISSN 1411-1438

Full text not available from this repository.

Abstract

The objective of this paper is to examine the impact od McDonalds 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 hypotheses 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.

Item Type: Article
Uncontrolled Keywords: brand image, customer loyalty, customer satisfaction
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Hotel Management Program
Depositing User: Admin
Date Deposited: 06 Sep 2012 15:22
Last Modified: 06 Sep 2012 15:22
URI: http://repository.petra.ac.id/id/eprint/15849

Actions (login required)

View Item