The Impact of Symbolic Image Congruity and Functional Image Congruity on Consumers Brand Preference: Case Study of Mini Indonesia
The competition in Indonesia automotive industry is getting tougher. Many car companies compete to become the consumers brand preference choice. People tend to choose a product or brand that is congruent with them, whether it is from the symbolic dimension or functional dimension. the objective of this thesis research is to analyze the impact of symbolic image congruity and functional image congruity on the consumers brand preference, in this case, MINI Indonesia. The impact of consumers perceived symbolic image congruity on the perceived functional image congruity would also be analyzed in this study. the secondary and primary data are used in quantitative approach, gathered by using online questionnaire to the respondent who has a relation with the MINI brand, including the car owner and also fans of the brand. Results indicate that functional image congruity has more significant impact on consumers brand preference rather than the symbolic one. However, the consumers perceived symbolic image congruity could give significant impact on consumers brand preference by maximizing the consumers perceived functional congruity.
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