文章基本信息

标题：Is there Any Possibility for Famous Local Bakery in Indonesia to Make Brand Alliance with AirAsia
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作者：Andrea Steven ; Andrea Steven ; Mustika Sufiati Purwanegara 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：169
页码：170-177
DOI：10.1016/j.sbspro.2015.01.299
语种：English
出版社：Elsevier
摘要：AbstractThis paper examines the projected brand alliance for Kartika Sari and AirAsia brands. The result reveals market awareness, customer satisfaction, and relationship between satisfaction and brand alliance. Findings show there is no significant difference for customer satisfaction of each ally brands, satisfaction relate to the successfulness of brand alliance that could make this projected alliance promising.
关键词：brand;alliance;awareness;satisfaction;relationship