Customer Brand Relationship: Peran Brand Love Terhadap  Brand Commitment Dan  Positive Word of Mouth

Clara, Catharina

doi:10.31315/be.v17i1.5550

Cited by 4 publications

(7 citation statements)

References 5 publications

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“…The following research has also revealed that consumers have feelings of love for the brands they use (Ahuvia et al, 2020;Santos and Schlesinger, 2021). Love for the brand affects brand loyalty and positive word of mouth (Clara, 2019), maintains a relationship with them better, and makes a better understanding of the brand (Amaro et al, 2020;Jun and Yi, 2020;Shin et al, 2022).…”

Section: Theoretical Reviewmentioning

confidence: 91%

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Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

Clara¹

2023

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Advertised brands are frequently endorsed by a variety of well-known public figures. The purpose of this study is to investigate the impact of celebrities and brand ambassadors on purchase intentions in the e-commerce marketplace. The method employed is an online survey sent to Indonesian fans via direct message on the Instagram official account that posts collaboration ads between the e-commerce marketplace and brand ambassador. To assess the effect of variables, a structural Equation Model (SEM) with AMOS software was used. The study's findings explain the impact of celebrity endorsement and brand love on brand ambassadors purchasing interest, particularly on online shopping sites. Although celebrity endorsement as an exogenous variable is insignificant, all factors of celebrity endorsement show a significant confirmatory factor analysis. Purchase intention is positively influenced by brand passion and affection. This study's marketing implications for related parties are presented.

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Section: Theoretical Reviewmentioning

confidence: 91%

“…Brand love positively moderates the link between failure severity and negative emotions . Brand loyalty and readiness to propagate the positive word of mouth are influenced by brand love (Clara, 2019).…”

Section: Introductionmentioning

confidence: 99%

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

Clara¹

2023

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“…The commitment referred to in the brand relationship is the desire of the brand and tourists to maintain the relationship [26]. The commitment shown by the brand can make consumers tend to pay more for the brand [27].…”

Section: The Influence Of Petengoran Mangrove Ecotourism Branding On ...mentioning

confidence: 99%

The influence of branding on tourist interest in Petengoran Mangrove Ecotourism

Widyaputri,

Qurniati,

Firdasari

2024

IOP Conf. Ser.: Earth Environ. Sci.

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Products in the form of services, such as ecotourism, rarely create branding for their business. As branding is important to increase tourist interest to visit, this research aims to identify the branding activities carried out by the manager and analyse the branding of Petengoran Mangrove Ecotourism in relation to the interest of tourists visiting. Data collection was through interviews with two key informants and questionnaires distributed to 80 tourists from December 2022-January 2023. The analytical methods used were descriptive qualitative and Structural Equation Modeling with the Partial Least Square methods. Based on research, the ecotourism manager created the brand using a logo and social media to disseminate information about Petengoran Mangrove Ecotourism. The three variables used to explain branding in this study, namely brand personality, brand positioning, and brand relationship, show a positive and significant effect on tourist interests. However, several indicators included in the three variables, such as sincerity, excitement, competence, sophistication in brand personality variables, uniqueness in brand positioning, and commitment in brand relationship, have no effect and must be improved to increase tourist interest in Petengoran Mangrove Ecotourism.

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“…Hasil dari Tabel 5 menunjukan bahwa cinta merek mampu memediasi keselarasan gaya hidup terhadap word of mouth, artinya hal ini membuktikan bahwa cinta merek merupakan variabel intervening dengan P-values 0,000 ˂ 0,5 dengan nilai T-statistics 8,402 sehingga membuktikan hipotesis 5 diterima dan terdapat pengaruh positif yang signifikan dari keselarasan gaya hidup terhadap word of mouth. Word of mouth adalah salah satu dari cara-cara yang memiliki efek yang paling efektif terhadap mempengaruhi orang untuk membeli produk atau jasa lebih daripada iklan yang lain karena orang biasanya lebih mempercayai apa yang orang tersebut dengar langsung dari orang lain daripada iklan yang membayar endorsernya untuk bicara tentang produk ataupun tenaga penjualan yang memang dibebani target untuk menjual produk (Clara, 2019).…”

Section: Tabel 5 Model Struktural Untuk Indirect Effectunclassified

PERAN CINTA MEREK DALAM MEMEDIASI KESELARASAN GAYA HIDUP, LOYALITAS MEREK DAN WORD OF MOUTH PADA PRODUK H&M

Parida¹,

Nurhadi²,

Ilfitriah³

et al. 2023

EEB

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Tujuan dilakukannya penelitian ini adalah untuk menganalisis pengaruh keselarasan gaya hidup, terhadap cinta merek, loyalitas merek, dan word of mouth pada pelanggan brand H&M. Penelitian ini menggunakan jenis penelitian kuantitatif dengan menggunakan data primer yang hasilnya diperoleh dari jawaban kuesioner yang diberikan kepada responde. Penentuan sampel pada penelitian ini menggunakan teknik purposive sampling dengan total responden 165 responden. Teknik analisis dalam penelitian ini menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa keselarasan gaya hidup terhadap cinta merek pelanggan brand H&M memiliki pengaruh yang positif dan signifikan. Cinta merek berpengaruh positif dan signifikan terhadap loyalitas merek pelanggan brand H&M. Cinta merek terhadap word of mouth pelanggan brand H&M menunjukan adanya pengaruh yang positif dan signifikan. Selain itu, pada penelitian ini juga terdapat adanya peran medisasi cinta merek terhadap hubungan keselarasan gaya hidup dan loyalitas merek, serta peran mediasi cinta merek terhadap hubungan keselarasan gaya hidup dengan word of mouth.

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Customer Brand Relationship: Peran Brand Love Terhadap Brand Commitment Dan Positive Word of Mouth

Cited by 4 publications

References 5 publications

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

The influence of branding on tourist interest in Petengoran Mangrove Ecotourism

PERAN CINTA MEREK DALAM MEMEDIASI KESELARASAN GAYA HIDUP, LOYALITAS MEREK DAN WORD OF MOUTH PADA PRODUK H&M

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