Analysis of astro brand based on brand knowledge structure theory
With the increased of ASTRO market share in the last three years, Indovision has suffered a decreased by 4%. Since then, their market share remains stable. By this reason, the researcher is interested to analyze how both brands currently perceived by their own subscribers. The questions that arise are: which subscribers have higher overall attitudes and how is the current ASTRO brand knowledge structure. To acquire the desired information, this study conducted using primary data and secondary data. The primary data is collected using questioners that were given to 50 ASTRO subscribers and 50 Indovision subscribers. The questions asked are determined to find information about ASTRO current brand knowledge structure. The result of this study is the current condition of ASTRO brand knowledge structure, and the comparison of both subscribers overall attitudes, that resulted in Indovision subscribers has higher overall attitude compared to ASTRO.
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