Title: PRODUCT FIT BRAND FIT ON CONSUMER ATTITUDE TOWARDS THE INTENTION TO APPLY FOR A CO-BRANDING CREDIT CARD
Authors: LENNY MARLIANA
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This study will examine the influence of product fit and brand fit on consumer attitudes toward the intention to apply for a co-branding credit card. A co-branding credit card is a credit card that has a collaboration or brand alliance between two companies that blend into one. This collaboration between the two companies can be a commercial or non-commercial company. In this study, a study will be conducted at educational institutions and banks regarding the intention to apply for a co-branding credit card. The respondents of this study were postgraduate students from Universitas Airlangga. The analysis technique used Partial Least Square with the help of SmartPLS 2 software with a sample size of 70 respondents. The results of this study indicate that there is a significant influence on the constructs tested.
Keywords: co-branding, credit card, product fit, brand fit, consumer attitude, application intention, community, brand alliance
Sources: http://repository.unair.ac.id/60999/