Title: PRODUCT FIT BRAND FIT ON CONSUMER ATTITUDE TOWARDS INTENTION TO APPLY FOR A CO-BRANDING CREDIT CARD
Author: 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
In this research, we will look at the influence of product fit and brand fit on consumers' attitudes towards their 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 from two companies that blend into one. The collaboration between these two companies can be in the form of commercial or non-commercial companies. In this research, a study will be conducted at educational and banking institutions regarding intentions to apply for a co-branding credit card. The responses to this research were postgraduate students from Universitas Airlangga . The analysis technique uses Partial Least Square with the help of SmartPLS 2 software with a sample size of 70 respondents. The results of this research show 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/
