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BRAND VISION AS THE MODERATOR VARIABLE FOR THE COMPANY CULTURE AND BRAND PERCEPTION

Santi Budiman, Heru Kuncorowati

DOI: 10.22495/cocv12i4c7p6

Abstract

The first purpose of this research is to test empirically the culture influence on brand perception and the second is to test empirically the moderator impact of brand vision toward brand perception culture. The research method used to test the first purpose was Partial Regression and the second purpose with Moderated Regression Analysis. The used sample was as many as 226 manufacture company registered in Biro Pusat Statistik in 2010. This research purpose shows that the company cultures those are hierarchy culture, group culture, rational culture, and developmental culture influence positively and significantly brand perception. Meanwhile this research result also shows that the variable moderation of brand vision influences strongly the company culture on brand perception.

Keywords: Company Culture, Hierarchical Culture, Group Culture, Rational Culture, Developmental Culture, Brand Vision, Brand Perception

How to cite this paper: Budiman, S., & Kuncorowati, H. (2015). Brand vision as the moderator variable for the company culture and brand perception. Corporate Ownership & Control, 12(4-7), 755-762. http://doi.org/10.22495/cocv12i4c7p6

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