PENGARUH CORPORATE REBRANDING TERHADAP LOYALITAS NASABAH BNI DENPASAR MELALUI BRAND ASSOCIATIONS, KEPUASAN, DAN REPUTASI PERUSAHAAN

Abstract

The research was an explanatory by means of cross sectional method.
Comprehensively, the objective of this research was to prove and analyze the effect of :
corporate rebranding to customers’ loyalty, corporate rebranding to brand associations,
corporate rebranding to customers’ satisfaction, corporate rebranding to corporate
reputation, brand associations to customers’ satisfaction, brand associations to customers’
loyalty, customers’ satisfaction to corporate reputation, customers’ satisfaction to customers’
loyalty.
This research using 130 respondents taken by systematic random sampling with
proportional allocation. The instrument used were questionnaires. The technique of
analyzing data was Structural Equation Modelling or SEM by means of AMOS Package
Program, version 18.0.

Keywords: corporate rebranding, brand associations, satisfaction, corporate reputation, loyalty.