Widyastuti, Dhyah Ayu Retno (2012) MEMBANGUN BRAND EQUITY MELALUI MEDIA JEJARING SOSIAL (STUDI PADA KOMUNITAS ONLINE SHOP DI FACEBOOK). In: proceeding strategi communication branding di era industri kreatif, 24 Januari 2012, Malang.
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Abstract
Change in technology bring new challenges and opportunities for the brand environment. Today people use internet, and in particular the social media like facebook, in advertise the brand and self their products. In the typical online shopping process, when potential consumers recognize a need for some product (good or service); they go to the internet and search for need related information. These condition encourage the manufacturers to complete to reach market share. Therefore they take the uniqueness of each products is through branding. Branding is the process of achieving both tangible-tangible elements of brand equity (Clifton, Rita & John Simmons. 2003). The result of case study showed that the social networking (facebook) has not been able to facilitate to achievement of brand equity.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | brand equity, online shop, social networking |
| Subjects: | Komunikasi > Advertising |
| Divisions: | Fakultas ISIP > Ilmu komunikasi |
| Depositing User: | Editor UAJY |
| Date Deposited: | 18 Oct 2013 09:35 |
| Last Modified: | 18 Oct 2013 09:35 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/4078 |
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