Is there Any Possibility for Famous Local Bakery in Indonesia to Make Brand Alliance with AirAsia

Andrea Steven, Mustika Sufiati Purwanegara
2015 Procedia - Social and Behavioral Sciences  
This paper examines the projected brand alliance for Kartika Sari and AirAsia brands. The result reveals market awareness, customer satisfaction, and relationship between satisfaction and brand alliance. Findings show there is no significant difference for customer satisfaction of each ally brands, satisfaction relate to the successfulness of brand alliance that could make this projected alliance promising.
doi:10.1016/j.sbspro.2015.01.299 fatcat:loovy7o2nbajbaf6txhs4zlrdi