Open AccessBrand Rebranding, Brand Associations, Customer Satisfaction, Company Reputation dan Customer Loyalty
Author(s) -
I Putu David Aritona,
Ni Putu Nina Eka Lestari
Publication year - 2019
Publication title -
jurnal manajemen bisnis/jurnal manajemen and bisnis
Language(s) - English
Resource type - Journals
eISSN - 2685-9823
pISSN - 1829-8486
DOI - 10.38043/jmb.v16i1.2025
Subject(s) - rebranding , business , loyalty business model , customer satisfaction , marketing , reputation , advertising , brand loyalty , service quality , service (business) , social science , sociology
The purpose of this study was to determine the effect of corporate rebranding, on brand associations, customer satisfaction, company reputation and customer loyalty. The study was conducted at Jasindo Insurance Denpasar. The technique of collecting data uses a questionnaire to 100 customers of Jasindo Insurance Denpasar. Data were analyzed by Structure Equation Modeling data analysis with AMOS program. The results of the study show that there is corporate rebranding that has a positive and significant effect on brand associations, customer satisfaction and company reputation. Besides that there is also a positive and significant influence between corporate rebranding brand associations, customer satisfaction and the company's reputation for customer loyalty.