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: | https://repository.petra.ac.id/id/eprint/15849 |
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