Increasing Purchase Intention through Reciprocity, Corporate Image and Brand Image: Case of the Executive Tunjungan Plaza Mall Surabaya

Abstract

The brand image and corporate nature of your product is one of the secrets of business success. The accurate brand image of your product can increase the sales of your product and create a foundation for the success of your company. In view of many employees who want to buy formal, yet trendy, high quality and price in The Executive, this brand identity of a company may be the right option.  The principle of reciprocity is a very important component in the literature on consumer interest and is one of the most important steps to achieve competitive advantage. In a build, defined as the consumer behavior, all its consequences can be combined. They have a large store in Tunjungan Plaza Mall to enhance the customer's purchasing intention to support the executive brand image. This research will analyze about: the impact of reciprocity on purchase intention, The impact of reciprocity on corporate image;  The reciprocity on brand image; The corporate image impact brand image; The impact of corporate image on purchase intention and the impact of image on purchase intention at The Executive Tunjungan Plaza Mall Surabaya.