Pengaruh Country Of Brand dan Country Of Manufacture terhadap Asosiasi Merek (Studi pada Pelanggan Produk Elektronik)

Abstract

This study aimed to analyze the influence of Country of Brand and Country of Manufacture On Brand Association. The sample was customer brand electronic products in Pontianak who buy electronic products category TV 100 respondents, which is obtained by sampling convinience. Data analysis was performed using multiple regression analysis using SPSS version17. Results of the study showed that the country of brand and country of manufacture had positive and significant effect on brand associations