Articlebronze2018

A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia

Ida Hidayanti · Nuryakin Nuryakin · Naili Farida

40 citations0/0 files storedJournal of Business & Retail Management Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

The aim of this study is to investigate the effects of brand experience and brand trust to enhancing brand commitment and brand loyalty.The data of the study collected by survey method.The sample in this research is the students from three cities in Indonesia as Yogyakarta, Semarang and Jakarta.The analysis of this research uses SEM.The results of testing four hypotheses of the study as significant.Brand experience support to brand commitment.Brand trust support to brand commitment.Brand commitment support on brand loyalty.The unit analysis is also a less in this study due to the current laptop products are no longer a luxury product but they shifts as commodity that are commonly used by university students.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1997Dimensions of Brand Personality 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1997Dimensions of Brand Personality 1999Experiential Marketing 2012The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty 2011The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands

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