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12

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13

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14

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16

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17

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18

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19

9:;8K%.&F>B($6%A8L%#-1.9:;CM[%J.%1?@A$7#9:;$7# $:IL.@>%A@-ACMR#$:IL.6GH.G@-6X-*:,L@EF>&7SB%&

C#UH@AO%$SI88:9,L:;8#"#B7A8.@%O.GS6S%6@1L%A"=@1L%AJ#(HAJ&U@J:%1@1L%A"#CK:%C=G1K$7#"#B7A8.6GHQ7SQ>@#.%$ ^ @1FL"#$:IL.B7A8. .G,Y9J#LAJ#>%6GH .G*+,-$&&.,L%A ^ "#$:IL.?@A,#

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#7H#C@A 3=1S6S%69:;*+,-$&&.?@A$:IL.6GHSI88:B7A$7=@1FLO;CMR#B-HA/GT*+,-$&&.9:;8K%.C/UH@?@ASI88:6GHCMR#B.%/-$ =7A#7T#O(A@%O8%=8;C#*+,-$&&.?@AEF>&7SB%&<=>O%$S6S%69:;*+,-$&&.?@A$:IL.6GHEF>&7SB%&B7A$7=@1FL B0%*K7a#X&&.9:;M&;C*5G?@AB7A8.6GHEF>&7S?L%KB%&@1FL$_CMR#@G$J#(HA,7K9M&6GH.GBLK#J:L@J:@.*+,-$&&.9:;.GE:$&;6S,L@$%&&7S?L%KB%&?@AEF>#7T#

@G$67TA17A.G:7$)5;6%AM&;/%$&'%B,&2@7#<=>9$L C*' @%1I @%/G* CMR#,># 6GHCMR#,7K9M&6%A=>%#B7A8.6GHBY87]@1L%AJ#(HA6GH.G@-6X-*:,L@$%&&7S?L%KB%&CMR#@7#.%$! O%$6+)PG#GTO;CJ_#<=>KL%C#UT@J%?@AB%&34)5%6GHEF>@@$9SS34)5%B&>%AB&&82C*UH@CE19*&L,%.BUH@.K:/#9?#A,L%A ^ #7T# <.LB%.%&\OFA"O J&U@.G@-6X-*:3#>.#>%K"OEF>&7SB%&<=>CJ.U@#$7#J.=6I$8# 67TA#GTC*&%;8I5B.S7,-@7#CMR#McOO71J:%1 ^ @1L%A"#,7KEF>&7SB%&9,L:;8#6GH9,$,L%A$7#<M#7H#C@A =7AO;CJ_#<=>KL% E:-,075Z2S%A,7K.G$%&B&>%A0%*1#,&234)5%J:%1&FM9SSC*UH@6Y$%&

CE19*&L<M17ABUH@34)5%,L%A ^ BYJ&7SBUH@34)5%"#3&A0%*1#,&2#7T# CMR#BUH@34)5%6GH/LK1,@$1TYB%&6GH<=>BUH@B%&<M9:>K"#BUH@34)5%J:7$ =7A#7T#B%&34)5%#7T# ^ O;.G@-6X-*:,L@EF>&7SB%&<=>@1L%A<& 1L@.?(T#@1FL$7SKL%EF>K%A$:1I6X2.G8K%.C?>%"O"#8K%.9,$,L%A?@AEF>&7SB%&.%$#>@1C*G1A"=

C*&%;*UT#V%#67TAMcOO710%1#@$9:;0%1"#8U@B-HA6GHB%.%&\$YJ#=67'#8,- 8L%#-1. 9:;$%&C&G1#&F>6%AB7A8.#7H#C@A

5. (+,-./01#$2,1?!"?K+-;. (Attitude)

! 67'#8,- (Attitude) CMR#8Y6GH.G&%$$YC#-=.%O%$0%)%:%,-#KL% “Aptus” Q(HA9M:KL% 3#>.C@G1A9:;CJ.%;B. C.UH@#Y.%"/>"#8K%.J.%1?@A8YKL% “Attitude” O;J.%1\(A 6L%6G6GH9B=A@@$?@A8#C&%Q(HASLAS@$\(AB0%*O-,"O (/K#; 0K$%#7#62, 2527, J#>% 20) CMR#B-HA6GHC$-=O%$$%&B;B.M&;BS$%&52"#@=G, (Elliott, 1952, P. 585) 9:;O7=C&G1ACMR#&;SSB;6>@#@@$.%C.UH@McOCO$SI88:CE/-]$7SB\%#$%&52"J.L ^ (Theodore ,Raph and Philip, 1965, P. 41) 3=167'#8,-C$-=O%$$%&&K.,7K$7#?@A8K%.C/UH@ 9,L6I$ ^ 8K%.C/UH@<.LOYCMR#,>@A.GBLK#@1FL"#67'#8,- Q(HA67'#8,-O;B%.%&\&;SI<=>KL%.G:7$)5; “B#7SB#I#” J&U@ “,L@,>%#” "#?5;6GH8K%.C/UH@\F$&7S&F>KL%CMR# “$:%A” (Krech

and Richard, 1984, P. 153) CMR#8K%.&F>B($9:;8K%.CJ_#?@ASI88:6GH.G,L@B-HA?@ASI88: B\%#$%&52 B\%S7# 9:;?>@CB#@"= ^ "#6%A6GH1@.&7SJ&U@M`-CBX.GE:6Y"J>SI88:*&>@.6GHO;9B=AM`-$-&-1%,@SB#@A=>K1*+,-$&&.,%.9#K8-=#7T# (Mun, 1971, P. 77) CMR#9&A6GH@1FL0%1"#K7=<=>O%$M`-$-&-1%,L@,7K$&;,I>#CMR#B-HA6GHC$-=O%$O-,"O.G$%&CM:GH1#9M:A@1FLCB.@9:;O;9B=A@@$6%A$%10%*

(@>%A\(A"#SI]#0% O7#6&%$F:*A)2, 2542, J#>% 29) C$-=O%$M&;BS$%&52J&U@$%&C&G1#&F> O(A@%OCM:GH1#9M:A<=>,:@=CK:%,%.M&;BS$%&526GH<=>&7SC*-H.?(T# 9,L$&;SK#$%&O;/>%J&U@C&_K?(T#@1FL$7S

20

67'#8,-9:;M&;BS$%&52"J.L6GH<=>&7S (CD:G1K SI&G07$=G, 2520, J#>% 11) 9:;@%OC$-=?(T#O%$B-HA,L%A ^

<.LKL%O;CMR#$%&C&G1#&F>O%$B-HA6GH@1FL&@S,7K C/L# K7a#X&&. 8YB7HAB@#O%$8&@S8&7K 8K%.B%.%&\

"#$%&91$91;B-HA,L%A ^ C/L# 91$B-HA6GH=G9:;<.L=G Q(HA9,L:;SI88:$_O;.GM&;BS$%&526GH9,$,L%A$7#C/L# S%A8#.G67'#8,-6GH<.L=G,L@8&F?@A,# C*&%;8&F8##7T#C81,YJ#-,#C@A9,LS%A8#$:7S.G67'#8,-6GH=G,L@8&F8#C=G1K$7# C*&%;8&F/.C/1,#@1FLCB.@9:;#@$O%$#GT67'#8,-17AC$-=O%$$%&C:G1#9SSJ&U@&7SC@%67'#8,-?@AEF>@UH#.%CMR#?@A,#

67TA#GT67'#8,-O;.G@A82M&;$@S@1FL 3 M&;$%& 8U@ M&;$%&9&$@A82M&;$@S=>%#8K%.C/UH@

(Cognitive or Belief Component) M&;$%&6GHB@A@A82M&;$@S=>%#@%&.52J&U@8K%.&F>B($

(Emotional or Feeling Component) 9:;M&;$%&BI=6>%18U@ @A82M&;$@S6%A*+,-$&&.J&U@$%&

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3.@A82M&;$@S6%A*+,-$&&.J&U@$%&$&;6Y (Behavior or Action Component) 8U@ SI88:O;M&;*+,-J&U@M`-S7,-,L@K7,\IJ&U@$:IL.SI88:@1L%A<& "#$&5G#GT8K%.C/UH@9:;8K%.&F>B($.G@-6X-*:,L@*+,-$&&.9:;"#6%A,&A$7#?>%.*+,-$&&.$_B%.%&\.G@-6X-*:,L@8K%.C/UH@9:;8K%.&F>B($?@ASI88:<=>C/L#$7#! 9:;67'#8,-CMR#B-HA6GHC$-=?(T#CD*%;SI88:9:;O;9,$,L%A<M,%.McOO719K=:>@.6GH9,$,L%A$7#?@ASI88:#7T# 3=16GHSI88:B%.%&\9B=A67'#8,-@@$<=> 3 M&;$%& 8U@ M&;$%&9&$67'#8,- C/-ASK$ M&;$%&6GHB@A67'#8,-C/-A:S 9:;M&;$%&BI=6>%167'#8,-6GHSI88:<.L9B=A8K%.8-=CJ_#

=7A&%1:;C@G1=8U@ (@>%A\(A"#M%&-D7,& .7H#8A, 2534, J#>% 26)

21

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(M&;0%C*_] BIK&&5$&, 2520, J#>% 5) 9:;"#?5;C=G1K$7#*+,-$&&.$%&9B=A@@$$_.GE:,L@67'#8,-?@ASI88:C/L#$7# Q(HA67'#8,-O;C$GH1K?>@A$7SB-HA6GHSI88:8-= &F>B($ 9:;*+,-$&&.J&U@

$%&M`-S7,-#7T# 67TA#GT67'#8,-.-<=>C$-=O%$B-HA6GHSI88:,>@A$%&J&U@/@S6GHO;M`-S7,-C*G1A@1L%AC=G1K9,LC$-=O%$@A82M&;$@S@UH#^ @G$J:%1M&;$%& C/L# S&&67=V%#6%AB7A8. #-B71 CMR#,># "#$%&"/>BUH@34)5%$_CMR#@G$@A82M&;$@SJ#(HAC/L#$7# 6GHO;$L@"J>C$-=$%&CM:GH1#9M:A*+,-$&&.<=>$_,L@C.UH@.G$%&CM:GH1#9M:A6%A67'#8,-$L@# =7AC/L#9#K8-=?@A 9g&GH C6&#=2 (Harry Triands) $:L%KKL% *+,-$&&.J&U@$%&M`-S7,-?@A.#I)12.%O%$67'#8,- S&&67=V%#6%AB7A8. Q(HAB&IMKL% 67'#8,-?@AEF>&7SB%&\U@KL% CMR#,7K9M&6GH@1FL&;JKL%A$%&&7S9:;,@SB#@A?L%KB%&J&U@B-HAC&>%,L%A ^ 3=167'#8,-?@AEF>&7SB%&CM:GH1#9M:A<=>,L@C.UH@$%&&7S?L%KB%&J&U@$%&3#>.#>%K"OCM:GH1#9M:A<M =7A#7T#$%&"/>BUH@O;$L@"J>C$-=$%&CM:GH1#9M:A6%A*+,-$&&.<=>$_,L@C.UH@.G$%&CM:GH1#9M:A6%A=>%#67'#8,-$L@#

(CB&G KA)2.5Z%, 2528, J#>% 3)

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2529, J#>% 590) .GS6S%66%A=>%#$%&M&7SC*UH@"/>A%# (Adjustment-Utility) C$-=?(T#"#$&5G6GHSI88:/@SB-HA6GH,@SB#@A8K%.,>@A$%&?@ASI88:#7T# S6S%6=>%#$%&M[@A$7#8K%.&F>B($,L%A ^ (Ego-

Defense) C/L# C.UH@SI88:B&>%A67'#8,-?(T#C*UH@M$MW=8K%.<.L.7H#8A6%A8K%.&F>B($?@AC?% J&U@M$M[@A,7KC@AC.UH@.GB-HA?L.?K7]C$-=?(T# 9:;.GS6S%6=>%#$%&9B=A@@$Q(HA8L%#-1. (Value

Expression) C/L# C.UH@67'#8,-CMR#C8&UH@A/LK1"#$%&6Y8K%.C?>%"OB-HA9K=:>@.3=1$%&&KS&K.9:;M;,-=M;,L@?>@.F:C$GH1K$7SB-HA9K=:>@.#7T#

22

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6.(+,-./08:$561788*)L1M/4356;879.+-47 (Brand Recall) ()*178I/IJM/4356;879.+-47 (Brand

Recognition)

N $%&&7S&F>,&%B-#8>% (Brand Awareness) J.%1\(A $%&6GHEF>S&-308B%.%&\O=OYJ&U@&;:($\(A,&%B-#8>%<=>3=1B%.%&\OY9#$J.K=J.FL9:;C?>%"O:7$)5;?@AB-#8>%C*G1A*@6GHO;,7=B-#"OC:U@$QUT@B-#8>%#7T# J&U@@%O$:L%K<=>KL% $%&6GHEF>S&-308&F>O7$B-#8>%B%.%&\9#;#YC:U@$"/>B-#8>%,&%#7T#^

(Rossiter & Percy, 1996, P .113) 67TA#GT$%&BUH@B%&C*UH@"J>&7S&F>,&%B-#8>%#7T#?(T#@1FL$7S$%&,7=B-#"OQUT@B-#8>%#7T#C&-H.,>#6GHOI="=9:;@;<&8U@B-HA6GHEF>QUT@"J>8K%.BY87]"#$%&,7=B-#"OQUT@B-#8>%&;JKL%A

$%&O=OY,&%B-#8>%<=> (Brand Recognition) J&U@$%&&;:($\(A,&%B-#8>%<=> (Brand Recall) Q(HA67TAB@A@1L%A#GT.G8K%.9,$,L%A$7#B@A&FM9SSJ:7$"#$%&C:U@$B-#8>%?@A*+,-$&&.EF>QUT@ <=>9$L &FM9SS6GHJ#(HA CMR#&FM9SS6GHEF>S&-308OYCMR#,>@A"/> “$%&O=OY,&%B-#8>%” (Brand Recognition) 9:;&FM9SS6GHB@A8U@ EF>S&-308O;.G “$%&&;:($\(A,&%B-#8>%” (Brand Recall) $L@#O;\(AS&-CK5 5 OI=?%1

=7A&%1:;C@G1=8U@

! &FM9SS6GH 1 EF>S&-308OYCMR#,>@A"/> “$%&O=OY,&%B-#8>%<=>” (Brand Recognition)

! "#6GH#GTJ.%18K%.KL% CMR#$&;SK#$%&6%A8K%.8-=?@AEF>S&-3086GH.G,L@,&%B-#8>% 3=1O;C$-=?(T#C.UH@EF>S&-308.G$%&CMW=&7S0%*1#,&234)5%EL%#$%&BUH@B%&$%&,:%=9:;C$-=8K%.M&;67S"O"#C#UT@J%?@AB%&O#B%.%&\O=OY&%1:;C@G1=C$GH1K$7SB-#8>%J&U@$%&34)5%?@AB-#8>%<=> Q(HAE:6GH<=>#L%O;.GE:,L@C#UH@A"#$%&O=OY9:;,7=B-#"OC:U@$QUT@ 5 S&-CK5OI=?%1! &FM9SS6GH 2 EF>S&-308O;.G “$%&&;:($\(A,&%B-#8>%” (Brand Recall) $L@#O;\(AS&-CK5 5 OI=?%1

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"#6%A$:7S$7# EF>S&-308BLK#.%$O;&;:($\(A,&%B-#8>%<=>.%$$KL% #@$O%$#GT"#$%&&;:($<=>?@A,&%B-#8>%C.UH@&K.$7S8K%./@SBLK#,7KO;#Y<MBFL$%&C:U@$J%@1L%ACD*%;CO%;OABYJ&7S,&%B-#8>%

23

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David A.Aaker. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand

> Name, New York: The Free Press.

David Krech and Crutchfield Richard. (1984). Theory and problems of Social Problems of

> Social psychology, New York : Mc Graw-Hill.

Fill Chris. (1995). “An Introduction of Marketing Communications”, Marketing

> Communications, Wilshire: Prentice Hall.

Joseph T. Klapper. (1960). The Effects of Mass Communication, New York:

> The Free Press.

Philllip Kotler. (2003). Marketing Management (11 edition), New Jersey : Pearson

> Education Upper Saddle Rive.

59

Wilbur Schramm. (1973). “Channels and Audience”, in Handbook of communication,

> Chicago : Ran McNally College Publishing Company.

William J. Stanton and Charles Futrell. (1987). Fundamamtals of Marketing (8 edition),

> New York : Mcgraw-Hill Book Company.

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