scholarly journals PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP WILLINGNESS TO PAY A PRICE PREMIUM DENGAN BRAND LOVE SEBAGAI VARIABEL INTERVENING (Studi Pada Pemilik Mobil Merek Honda HRV di Samarinda)

2020 ◽  
Vol 3 (2) ◽  
pp. 71
Author(s):  
Mega Aulianda
Keyword(s):  
Willingness To Pay ◽  
Brand Image ◽  
Price Premium ◽  
Brand Experience ◽  
Brand Love ◽  
Analysis Techniques ◽  
Business People ◽  
Premium Price ◽  
Pls Analysis ◽  
Area Data

This study aims to determine the effect of brand experience and brand image on the willingness to pay a premium price for Honda HRV products in Samarinda mediated by brand love variable. Data collection in this study was carried out by using an instrument in the form of a set of questionnaires distributed to 95 owners of Honda HRV cars within Samarinda area. Data from the questionnaires were subsequently analyzed using SEM-PLS analysis techniques with the help of the smartpls version 3.9 program. Based on the results of the analysis in this study, it is obtained that directly, brand experience, brand image and brand love have positive and significant effects on the willingness to pay a premium price. The results of the analysis also showed that brand experience and brand image have positive and significant effects on brand love; and brand love proved to be able to mediate the indirect effect of brand experience and brand image on the willingness to pay a premium price for Honda HRV product consumers. The findings of this study indicate that the better the brand image of Honda HRV and the higher brand experience of Honda HRV consumers, the higher the brand love of consumers which will further increase the desire of consumers to buy HRV products even at high prices. Theoretically, the findings of this study are in accordance with some previous researches and existing theories. Practically the findings of this research are expected to be a scientific reference for business people in automotive sector, especially in Samarinda to build brands effectively and efficiently.   Keywords : Brand Experience, Brand Image, Willingness To Pay a Price Premium,  Brand Love

scholarly journals When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mauricio Santos ◽  
Walesska Schlesinger
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Experience ◽  
Television Industry ◽  
Brand Love ◽  
Content Type ◽  
Emotional Bonds ◽  
Premium Price ◽  
The Impact

Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

scholarly journals Analysis of the Influence of Brand Experience and Customer Satisfaction on Brand Loyalty and Its Implications for Willingness to Pay a Price Premium (Study on Herbalife Product Nutrition Customer in East Lombok, West Nusa Tenggara, Indonesia)

2021 ◽  
Vol 8 (12) ◽  
pp. 9
Author(s):  
Hartiani Hartiani ◽  
Dwi Putra Buana ◽  
Akhmad Saufi
Keyword(s):  
Customer Satisfaction ◽  
Willingness To Pay ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Brand Experience ◽  
Sampling Techniques ◽  
Premium Price ◽  
Pls Analysis ◽  
Herbalife Product

This research aims to find out how Brand Loyalty is affected by Brand Experience, how Brand Loyalty is affected by Customer Satisfaction, how Brand Loyalty is affected by Brand Experience through Customer Satisfaction, how Brand Loyalty affects willingness to pay a premium price. The type of research used is quantitative research with causal methods. The population in this study is Herbalife product consumers in East Lombok, with an unknown population. The number of samples taken as many as 100 people, determination of samples with purposive sampling techniques, and data analysis using PLS analysis with SmartPLS application version 3.0. The results showed that all hypotheses proposed in this study were acceptable and positively and significantly influenced. Customer Satisfaction variables can be a good mediation of brand experience and brand loyalty.

scholarly journals Consumer Brand Love for Luxury Brands in India

2020 ◽  
Vol 68 (1) ◽  
pp. 189-197 ◽  
Author(s):  
Maria Kostritsa ◽  
Hildegard Liebl ◽  
Rupert Beinhauer ◽  
Jana Turčínková
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Price Premium ◽  
Future Research ◽  
Positive Word ◽  
Luxury Brands ◽  
Convenience Sample ◽  
Brand Love ◽  
Positive Word Of Mouth

To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories.

scholarly journals PERAN KECINTAAN MEREK DALAM MEMBANGUN HUBUNGAN DENGAN PELANGGAN (Studi pada Pengguna iPhone di Denpasar)

2018 ◽  
pp. 1723
Author(s):  
I Dewa Gede Kresna Wirawan ◽  
I Putu Gde Sukaatmadja
Keyword(s):  
Willingness To Pay ◽  
Word Of Mouth ◽  
Least Square Method ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Commitment ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Love ◽  
Premium Price

The purpose of this study is to examine the role of brand love with a causal approach and factors that build consumer brand relationships (brand identification, brand trust and brand commitment) that impact on word-of-mouth and willingness to pay premium prices on iPhone users. Testing hypothesis research using Partial Least Square method with a sample of 100 people who are domiciled in Denpasar. Determination of sample with nonprobability sampling method, that is purposive sampling, with respondent criterion that use smartphone iPhone for last 2 years. The findings in this study indicate that brand identification has a positive and significant impact on brand love and brand commitment. Brand trust has a positive and significant impact on brand love and brand commitment. Brand love has a positive and significant impact on brand commitment, word-of-mouth, and willingness to pay at a premium price. Brand commitment has a positive and significant effect on word-of-mouth and on willingness to pay at a premium price. This study has implications that it is important for management to increase brand awareness of the iPhone so that users can easily recognize the brand through product form, product durability, and sophistication. This will impact on a positive assessment of the iPhone and increase the user's emotional so users see the iPhone is the best brand.

scholarly journals The influence of brand image, Brand Personality and Brand Experience on Brand Love and Their Impact on Brand Loyalty of Cellular Card Users

2020 ◽  
Vol 5 (1) ◽  
pp. 65
Author(s):  
Gusti Noorlitaria Achmad ◽  
Syarifah Hudayah ◽  
Saida Zainurossalamia ZA ◽  
Shibghati Mutia Hasanah
Keyword(s):  
Data Analysis ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Personality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Brand Love

<p align="center"><strong>Abstract</strong></p><p>The purpose of this research is to know: (1) influence of brand image to brand love (2) influence of brand personality to brand love, (3) influence of brand experience to brand love (4) influence of brand image to brand loyalty (5) influence of brandexperience to brand loyalty, (6) the influence of brand love on brand loyalty. This research was conducted using a sample of 131 people and data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Partial Least Square (PLS)<strong> </strong></p>

scholarly journals PENGARUH BRAND LOVETERHADAP BRAND LOYALTYDAN WILLINGNESS TO PAY PREMIUM PRICE(Studi Pada Konsumen Starbucks di Kota Surabaya)

2021 ◽  
Vol 4 (1) ◽  
pp. 384-392
Author(s):  
M.Ivan Efendi ◽  
◽  
Siti Ning Farida ◽  
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Partial Least Square ◽  
Least Square ◽  
Validity And Reliability ◽  
Brand Love ◽  
Premium Price ◽  
Positive Effect

Brands have an important role for the continuity of a business, because current and future marketing is a competition between brands to seize consumers through brands. Brand love is a market phenomenon that refers to the deep or intense emotions a customer experiences in relation to a particular brand. This emotional attachment can later make consumers loyal to a brand. This study aims to determine the effect of brand love on brand loyalty and willingness to pay premium price of Starbucks consumers in Surabaya. The research method used is quantitative methods. The population in this study were Starbucks consumers in Surabaya. The number of samples used was 100 respondents using purposive sampling method. The data testing method used are validity and reliability test. The data analysis technique used is the structural equation model partial least square (SEM PLS). Calculation of data using Smart PLS ver. 3. Based on the research results, it can be seen that brand love has a positive effect on brand loyalty, brand loyalty has a positive effect on willingness to pay premium price, and brand love has a positive effect on willingness to pay premium price for Starbucks consumers in Surabaya.Keywords: Brand Love, Brand Loyalty, Willingness to Pay Premium Price

scholarly journals Brand Image Laverage in Gaining Sustainability Marketing: Brand Experience as the Moderator (Study on the “State Defense” Brand in the National Development University (Upn) “Veteran” East Java)

2020 ◽  
Vol 03 (12) ◽  
Author(s):  
Siti Ning Farida ◽  
Keyword(s):  
Brand Image ◽  
Hypothesis Test ◽  
National Development ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Unique Identity ◽  
Sustainable Marketing ◽  
Marketing Data ◽  
Or Organization

Brand image is the essence of a product or organization promotion activity, which is always interesting to research. It doesn’t stop to the expectation that a brand image will be able to drive the sustainable marketing of an organization. State Defence is a brand of the National Development University “Veteran” East Java (UPNVJT) and becomes a unique identity, and needs to be explored to improve the role. The theoretical basis used in this research includes some antecedent variables including: brand experience, brand love and brand trust, and perceived usefullness to analyze brand image and sustainability marketing. Data collection was carried out by distributing questionnaire to all UPNvjt alumni and then 144 respondents were collected, the collected data is examined using smartPLS. The result of the hypothesis test shows that the brand image gives high influence toward the sustainability marketing, whereas brand image was strongly influenced by brand love and brand trust, and perceived usefullness.

scholarly journals PENGARUH BRAND PASSION, BRAND COMMITMENT DAN BRAND INTIMACY TERHADAP REPURCHASE INTENTION, POSITIVE WOM DAN PAY PRICE PREMIUM

2020 ◽  
Vol 16 (1) ◽  
pp. 7
Author(s):  
Ali Wardhana ◽  
Samuel Shwan Tera
Keyword(s):  
Willingness To Pay ◽  
Positive Relationship ◽  
Primary Data ◽  
Brand Commitment ◽  
Repurchase Intention ◽  
Brand Love ◽  
Repurchase Intentions ◽  
Premium Price ◽  
High Level ◽  
Brand Intimacy

Amid the pressures of industrial competition, emotions from consumers can be an unlimited resource that can create good opportunities. A brand can no longer be seen merely as an identity but as a relationship with consumers. Therefore, manufacturers are expected to wrap these emotions into a brand through the brand love concept. The usage of the concept of brand love is not without reason, but because brand love is the best representation of high-level constructs, one of which includes emotions. Thus this research aims to see how brand passion, brand intimacy and brand commitment build brand love and then have an impact on repurchase intentions, positive WOM and willingness to pay at premium prices on Samsung brands. This study uses primary data obtained through random questionnaire distribution and using target respondents of Samsung brand smartphone users. The results of this study indicate that brand love can be built well by brand passion, brand intimacy and brand commitment which are its dimensions. Brand love also shows that there is a positive relationship with intention to repurchase, positive WOM and willingness to pay at premium price. If it is more detailed then this study can conclude that brand commitment has the biggest contribution in building brand love and the biggest impact of brand love is positive WOM

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