Articlediamond2019

CUSTOMER BRAND RELATIONSHIP: PERAN BRAND LOVE TERHADAP BRAND COMMITMENT DAN POSITIVE WORD OF MOUTH

10 citations0/0 files storedBuletin Ekonomi Manajemen Ekonomi Pembangunan Akuntansi

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

Abstract

The purpose of this study is to find out how customer brand relationship, wheter strong consumer brand love influences willingness to spread positive word of mouth directly or through brand commitment. This research is a survey research, conducted in 5 cinema locations in Palembang. The analysis method uses mediated regression analysis. So the results of this study can explain whether brand love influences brand commitment and willingness to spread positive word of mouth. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana hubungan merek pelanggan, apakah cinta merek konsumen yang kuat mempengaruhi kemauan untuk menyebarkan berita positif secara langsung atau melalui komitmen merek. Penelitian ini adalah penelitian survei, dilakukan di 5 lokasi bioskop di Palembang. Metode analisis menggunakan analisis regresi termediasi. Jadi hasil penelitian ini dapat menjelaskan apakah cinta merek memengaruhi komitmen dan kemauan merek untuk menyebarkan berita positif dari mulut ke mulut.

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1986A triangular theory of love.2006Some antecedents and outcomes of brand love 2001Building customer-based brand equity : a blueprint for creating strong brands 2007When consumers love their brands: Exploring the concept and its dimensions 1988Consumer-Object Relations: a Conceptual Framework Based Analogously on Sternberg's Triangular Theory of Love 2007An analysis of antecedents and consequences of trust in a corporate brand 2009Exploring the impact of brand image on customer loyalty and commitment in China

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