scholarly journals PENGARUH BRAND EXPERIENCE DAN BRAND PERSONALITY TERHADAP CUSTOMER LOYALTY

2019 ◽  
Vol 2 (2) ◽  
pp. 29-35
Author(s):  
Fithrotudiniyah ◽  
Sri Andriani ◽  
Putri Reno Kemala Sari
Keyword(s):  
Customer Loyalty ◽  
Brand Personality ◽  
Brand Experience

Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Experience Dan Brand Personality Terhadap Customer Loyalty Smartphone Samsung (studi pada mahasiswa Universitas Teknologi Sumbawa). Variabel yang digunakan yaitu, Brand Experience, Brand Personality. Populasi adalah seluruh mahasiswa aktif UTS yang menggunakan smartphone samsung dengan sampel sebanyak 100 orang. Instrumen yang digunakan adalah kuesioner dan alat analisis yang digunakan adalah SPSS. Jenis data yakni data primer yang didapat dari hasil pengisian kuesioner dengan penilaian skala likert 4 poin. Uji prasyarat meliputi uji normalitas, uji heteroskedastisitas, dan uji multikolinearitas serta teknik analisis yang digunakan yakni analisis regresi linear berganda. Hasil penelitian ini menunjukan bahwa variabel brand experience berpengaruh terhadap customer loyalty dan brand personality berpengaruh terhadap Customer loyalty.

scholarly journals A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations

Symmetry ◽  
2021 ◽  
Vol 13 (7) ◽  
pp. 1151
Author(s):  
Tsuen-Ho Hsu ◽  
Chun-Hsien Chen ◽  
Ya-Wun Yang
Keyword(s):  
Customer Loyalty ◽  
Pairwise Comparison ◽  
Brand Experience ◽  
Decision Analysis Model ◽  
Analysis Model ◽  
Pairwise Comparison Matrix ◽  
Preference Relations ◽  
New Business ◽  
Fuzzy Linguistic ◽  
The Impact

Branded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study constructs a fuzzy multi-criteria decision making (FMCDM) analysis model, and it uses consistent fuzzy linguistic preference relations (CFLPR) to set up a symmetric pairwise comparison matrix, which greatly reduces the complexity and error rate of calculations. Empirical research findings show that brand experience attributes and the influence of brand experience on customer loyalty and satisfaction can be more accurately measured. As a consequence of this study, we show that, among the brand experience facets of two retail chain branded apps, behavioral experience is the most favored, while affective experience is the least favored. Furthermore, brand attachment and active participation should be strengthened to enhance customer loyalty. Through the analytical model employed in this study, enterprises can regularly monitor changes in the brand experience preferences of branded app users and evaluate app performance to flexibly adjust mobile device-based marketing campaigns and strategies. It can also aid enterprises in using mobile devices effectively to improve customer loyalty and address the issue of diminishing brand loyalty.

Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions

2021 ◽  
Author(s):  
Michael Chrissos Anestis ◽  
Ioanna Karantza ◽  
Costas Assimakopoulos ◽  
Sotirios Vlachakis
Keyword(s):  
Brand Personality ◽  
Brand Experience ◽  
Non Profit ◽  
Brand Relationship

scholarly journals The Relationship Between Hotel Brand Personality and Customer Loyalty

2017 ◽  
Vol 3 (1) ◽  
Author(s):  
Bahar Yasin ◽  
Kamile Jamontaite ◽  
Saida Ahmedova ◽  
Mahmut Selami Akın
Keyword(s):  
Customer Loyalty ◽  
Brand Personality ◽  
The Relationship

scholarly journals The Role of Customer Satisfaction in Increasing Customer Loyalty

2020 ◽  
Vol 9 (1) ◽  
pp. 17-25
Author(s):  
Ati Arifiah Siswi ◽  
Wahyono Wahyono
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Positive Emotion ◽  
Hypothesis Test ◽  
Brand Personality ◽  
Sampling Technique ◽  
Total Sample ◽  
Price Fairness ◽  
Brand Reputation

The purpose of this study is to determine the direct and indirect influence of brand personality, brand reputation and price fairness toward customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction influence customers to make an loyal. The population in this research is customers Kukubima Energi. The total sample in this research is 115 respondents with purposive sampling technique through a likert scale. Methods of collecting data using questionnaires and documentation. Data analysis using classic assumption test and hypothesis test (t test and path analysis) with SPSS Statistics version 21 programs. Based on the hypothesis test, the results show that brand personality has a positive and significant effect on customer loyalty, price fairness has a positive and significant effect on customer loyalty, brand reputation does not has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect customer satisfaction. Mediation test shows that positive emotion mediates the effect of brand personality, and price fairness on customer satisfaction.

Emotional Branding as a Strategy in Promoting Customer Loyalty

2018 ◽  
pp. 225-246
Author(s):  
Chandra Sekhar Patro ◽  
Madhu Kishore Raghunath Kamakula
Keyword(s):  
Customer Loyalty ◽  
Brand Management ◽  
Brand Personality ◽  
Virtual Community ◽  
International Market ◽  
Active Participation ◽  
The Self ◽  
The Past ◽  
Self Image

In the past decade, emotional branding has been emerged as an extremely influential brand management paradigm and is widely heralded as a key dimension to marketing success. Branding of emotions focuses upon the consumer and not the product at the very forefront; it examines how brands can communicate with consumers in a more rational and humanitarian manner and affect people deeply at the varying degree of the feelings and senses. Due to the steadily growing competition in the international market, brands have become an important component. Therefore, the objective of marketers is to understand the people's emotional desires and increase the consonance of the brand personality for their brands with the self-image of their target customers. The purpose of the chapter is to recognize the potential nature of emotions in creating strong brand attachments between consumers and brands, and promote active participation as it leads to customer loyalty. It also articulates the effects of interactive features that enhance emotional branding elements in a virtual community.

scholarly journals Brand Experience, Trust Components, and Customer Loyalty: Sustainable Malaysian SME Brands Study

2015 ◽  
Vol 11 (26) ◽  
pp. 252-266 ◽  
Author(s):  
Chuan Huat Ong ◽  
Salniza Md. Salleh
Keyword(s):  
Customer Loyalty ◽  
Brand Experience

scholarly journals The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty

2021 ◽  
Vol 2 (12) ◽  
pp. 861-871
Author(s):  
Howardi Visza Adha ◽  
Wiry Utami
Keyword(s):  
Brand Loyalty ◽  
Survey Methods ◽  
Brand Personality ◽  
Secondary Data ◽  
Total Sample ◽  
Primary Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Simple Regression Analysis ◽  
Positive Effect

This study conducted to determine the effect of brand experience, brand personality and brand trust on brand loyalty. This study is an explanatory research. The method used in this study is a quantitative method using survey methods. The total sample in this study was 150 respondents with the technique of taking with the method of purposive sampling. Primary data in this research is obtained from questionnaires distributed to respondents, while secondary data is data related to the object of research presented by other parties. Data analysis techniques in this study using simple regression analysis. The result of the research shows that: (1) brand experience has positive effect on brand personality, (2) brand experience has positive effect on brand trust, (3) brand personality positive effect on brand loyalty, (4) Brand trust has positive effect on brand loyalty (5) Brand experience has positive effect on brand loyalty.

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