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 FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EXPERIENCE TEHADAP BRAND LOYALTY PADA IPHONE INDONESIA

2019 ◽  
Vol 3 (1) ◽  
pp. 147-162
Author(s):  
Nur Latifah
Keyword(s):  
Brand Loyalty ◽  
Sensory Experience ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Love ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty

Alat  komunikasi  canggih  atau  yang  terkenal  dengan smartphone,  saat  ini sudah  menjadi  kebutuhan  bagi  sebagian  besar  orang. Dengan banyaknya perusahaan smartphone yang ada di Indonesia menyebabkan konsumen lebih sadar akan merek yang ada dan mengenalinya sesuai dengan kebutuhan. Salah satu smartphone flagship yang dikenal konsumen adalah iPhone. Penelitian ini menggunakan SEM-PLS untuk mengetahui faktor-faktor yang mempengaruhi hubungan antara brand experience (sensory experience, intellectual experience, behavioral experience) terhadap brand loyalty (behavioral loyalty, attitudinal loyalty). Hasil penelitian menyatakan bahwa seluruh dimensi brand experience berpengaruh positif signifikan terhadap brand love dan brand trust . Brand love dan brand trust berpengaruh positif signifikan terhadap seluruh dimensi brand loyalty. Brand love memediasi secara signifikan hubungan antara seluruh dimensi brand experience dengan seluruh dimensi brand loyalty kecuali dimensi brand experience (intellectual experience) dengan brand loyalty (attitudinal loyalty). Brand identification tidak memoderasi secara positif signifikan hubungan antara seluruh dimensi brand experience dengan brand love dan brand trust. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand love dan seluruh dimensi brand loyalty. Brand identification memoderasi secara positif signifikan hubungan antara brand trust dan behavioral loyalty. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand trust dan attitudinal loyalty.

scholarly journals Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks

2021 ◽  
Vol 11 (1) ◽  
pp. 76-85
Author(s):  
Ayben Ceyhan ◽  
Uğur Yozgat
Keyword(s):  
Qualitative Study ◽  
Customer Satisfaction ◽  
Sense Of Community ◽  
Brand Image ◽  
Real Life ◽  
Communication Strategy ◽  
Brand Trust ◽  
Emotional Intimacy ◽  
Brand Love ◽  
Innovative Products

Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to analyze how brand love is created and to identify the components of a sustainable brand love, we conducted a qualitative study on the brands that achieved the lovemark status several times in the survey conducted on the consumers in Turkey. We used the categories in the 2019 lovemark survey, a study conducted by Ipsos for MediaCat magazine every year, as the basis, and we evaluated brands that have been selected as lovemarks in their respective categories at least five times. Our study concluded that the brands created brand love through quality in product or service as well as diversity, customer satisfaction, brand trust, innovative products, sincerity, and emotional intimacy, being a solution-oriented brand, as demonstrated in other studies in the literature, and in addition, by creating social responsibility projects, and being accessible. These brands also made brand love sustainable through reliability, service, relevance, stand behind the promise, innovation, brand image, customer satisfaction, a sense of community, customer experience, emotional bond, trust, people-oriented communication strategy, real-life compatible products and services as well as creation of different experiences.

scholarly journals A study on the effectiveness of sensory branding in Cafe Coffee Day outlets in Coimbatore

2020 ◽  
Vol 2020 ◽  
Author(s):  
R V Rupini ◽  
R Nandagopal
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Strong Correlation ◽  
Brand Image ◽  
Sensory Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Empirical Results ◽  
The Relationship

The purpose of the study were: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) lovemarks theory by examining the effect of the two brand image dimensions on the lovemark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.

scholarly journals Titi INFLUENCES OF BRAND EXPERIENCE, BRAND TRUST, AND BRAND LOVE TOWARD PURCHASE INTENTION BY WORD OF MOUTH AND BRAND LOYALTY AS INTERVENING VARIABLES IN FASHION BRANDED IN EAST SURABAYA

2019 ◽  
Vol 7 (9) ◽  
pp. 106-120
Author(s):  
Titi Murtiningsih Sukarman
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Intervening Variables

The fashion industrial growth is seen from many and many retail shops and modern shopping centers that emerge, especially Surabaya city. Brand has special emotional bond created between consumers and company, so consumer love toward some brand will give positive impacts. This research aims to know influences of brand experience, brand trust, and brand love toward purchase intention by word of mouth and brand loyalty as intervening variables in fashion branded in East Surabaya. The approach used is quantitative method by causal research type. The research samples are fashion branded users of Nike brand in East Surabaya as 190 respondents. The instruments used are questionnaires by using Likert scale. The analysis technique chosen for analyzing data and testing hypothesis in this research The Structural Equation Model (SEM). The research results show that Brand Experience and Brand Trust influence toward Word of Mouth in Fashion Branded in East Surabaya. Brand Experience does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Experience influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Trust influences toward Purchase Intention in Fashion Branded in East Surabaya. Brand Trust does not influence significantly but it has positive influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Word of Mouth in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Love does not influence toward Brand Loyalty. Word of Mouth and Brand Loyalty influence toward Purchase Intention in Fashion Branded in East Surabaya.

UNDERSTANDING BRAND EXPERIENCE, BRAND TRUST AND BRAND LOVE IN RELATIONSHIP

2020 ◽  
Vol 24 (04) ◽  
pp. 1762-1774
Author(s):  
Halim Dwi Putra ◽  
Endang Siti Astuti ◽  
Andriani Kusumawati ◽  
Yusri Abdillah
Keyword(s):  
Brand Experience ◽  
Brand Trust ◽  
Brand Love

scholarly journals The impacts of brand experiences on brand loyalty: mediators of brand love and trust

2017 ◽  
Vol 55 (5) ◽  
pp. 915-934 ◽  
Author(s):  
Chao-Chin Huang
Keyword(s):  
Mobile Phone ◽  
Brand Loyalty ◽  
Least Squares Method ◽  
Sensory Experience ◽  
Brand Experience ◽  
Brand Trust ◽  
Variable Model ◽  
Resonance Model ◽  
Brand Love ◽  
Content Type

Purpose Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty relationships. While the literature does not examine the distinct dimensions of brand experience and brand loyalty, this study fills up this gap and examines their detailed dimensions and effects on brand loyalty. Design/methodology/approach A total of 237 valid questionnaires on mobile phone brands were collected from respondents aged between 18 and 30, and analyzed using the partial least squares method. Findings Sensory experience is the major driver of brand love. Sensory experience mainly drives customers’ brand trust, while intellectual experience has no effects on brand trust. Brand love is the main mechanism in developing customers’ behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty. Originality/value It demonstrates two mediating roles of brand love and brand trust in the brand experience and brand loyalty relationships, and thus deepens the understanding of the processes in shaping customers’ brand loyalty. It departs from the prior works and examines the distinct dimensions of brand experience and brand loyalty, and thus presents a more detailed examination on these two constructs and their effects, than prior studies. It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable model, particularly in mobile phone industry.

scholarly journals Prediksi Brand Experience Dan Brand Image Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi

2021 ◽  
Vol 3 (1) ◽  
pp. 42
Author(s):  
Christopher Edbert Ang ◽  
Keni Keni
Keyword(s):  
Brand Loyalty ◽  
Sampling Method ◽  
Brand Image ◽  
Brand Experience ◽  
Brand Trust ◽  
Convenience Sampling

The purpose of this study is to examine whether 1) Brand experience and brand image can predict brand loyalty of Adidas shoes in Jakarta. 2) brand experience and brand image can predict brand trust of Adidas shoes in Jakarta. 3) brand trust can predict brand loyalty of Adidas shoes in Jakarta. 4) brand trust mediates the prediction brand experience and brand image on brand loyalty of Adidas shoes in Jakarta. The sample in this study was 150 respondents in Jakarta who was selected by using the convenience sampling method. The result of this study show that 1) brand experience can positively predict the brand loyalty of Adidas shoes in Jakarta. While brand image cannot positively predict Adidas shoes in Jakarta. 2) Brand experience and brand image can positively predict brand trust of Adidas shoes in Jakarta. 3) Brand trust can positively predict the brand loyalty of Adidas shoes in Jakarta. 4) Brand trust can positively mediate brand experience on brand loyalty of Adidas shoes in Jakarta. While brand trust cannot positively mediate brand image on brand loyalty of Adidas shoes in Jakarta.Penelitian ini bertujuan untuk untuk menguji apakah 1) brand experience dan brand image dapat memprediksi brand loyalty sepatu Adidas di Jakarta. 2) brand experience dan brand image dapat memprediksi brand trust sepatu Adidas di Jakarta. 3) brand trust dapat memprediksi brand loyalty sepatu Adidas di Jakarta. 4) brand trust memediasi prediksi brand experience dan brand image terhadap brand loyalty sepatu Adidas di Jakarta. Sampel pada penelitian ini berjumlah 150 responden di Jakarta yang dipilih menggunakan metode convenience sampling. Penelitian ini memperoleh hasil berupa 1) brand experience dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. Sementara brand image tidak dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. 2) brand experience dan brand image dapat memprediksi secara positif terhadap brand trust sepatu Adidas di Jakarta. 3) brand trust dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. 4) brand trust dapat memediasi prediksi secara positif brand experience terhadap brand loyalty sepatu Adidas di Jakarta, sedangkan brand trust tidak dapat memediasi prediksi secara positif brand image terhadap brand loyalty sepatu Adidas di Jakarta.

scholarly journals Faktor pembentuk brand loyalty :
peran self concept connection, brand love, brand trust dan brand image (telaah pada merek h&m di kota dki jakarta)

2018 ◽  
Vol 2 (2) ◽  
pp. 157
Author(s):  
Meta Andriani ◽  
Frisca Dwbunga
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Brand Image ◽  
Sampling Technique ◽  
The Self ◽  
Self Concept ◽  
Brand Trust ◽  
Brand Love ◽  
Marketing Costs

Brand loyalty or customer loyalty is an important concept for many companies that can bring many benefits to companies, such as repeat purchases and brand recommendations to others, who then can reduce marketing costs. Trust in the brand is important and is a major factor in the development of brand loyalty. Along with the development of industry, entertainment, information and technology, style of fashion becomes a medium to demonstrate the existence of a person in the community. By following certain fashion, people can show their true identity. The purpose of this study was to determine the role of the Self Concept Connection, Brand Love, Brand Trust and Brand Image on the increase Brand Loyalty.The focus of this study object is H&M brand in Jakarta region. The data used in this study were gathered by spreading the questionnaires to users who have purchased the H&M brand is more than one time. This study used convinience sampling as a sampling technique and obtained 158 respondend and this data processed into this study result. This study uses SEM analyze to test the data.

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