文章基本信息

标题：The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s
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作者：Fransisca Andreani ; Tan Lucy Taniaji ; Ruth Natalia Made Puspitasari 等
期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2012
卷号：14
期号：1
页码：64-71
DOI：10.9744/jmk.14.1.64-71
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：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.
关键词：brand image,customer loyalty, customer satisfaction