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

Achmad, Gusti Noorlitaria; Hudayah, Syarifah; Za, Saida Zainurossalamia; Hasanah, shibghati Mutia

doi:10.47312/aefr.v5i01.457

Cited by 5 publications

(8 citation statements)

References 13 publications

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“…The results of this study are not in line with previous research, namely Dwiputranto (2017), where there is a significant positive effect between Brand Image and Brand Love. In addition, this research is also not in line with research by Achmad et al (2020), which states that Brand Image has a positive and significant effect on Brand Love. From the results of the discussion above, it can be concluded that Brand Image has a positive and insignificant effect on Brand Love, so hypothesis 1 is rejected.…”

Section: The Impact Of Brand Image On Brand Lovecontrasting

confidence: 95%

“…(Dwiputranto, 2017). This research is also in line with research conducted by Achmad et al (2020), which states that Brand Love has a positive and significant effect on Brand Loyalty. From the results of the discussion above, it can be concluded that Brand Love has a positive and significant effect on Brand Loyalty, so hypothesis 5 is accepted.…”

Section: The Impact Of Brand Love On Brand Loyaltysupporting

confidence: 91%

“…Previous research evidence has determined that Brand Image significantly affects Brand Love (Dwiputranto, 2017). This is also proven by research conducted by Achmad et al (2020), where there is a significant favourable influence between Brand Image and Brand Love. H1: Brand Image has a significant effect on Brand Love…”

Section: Relationship Between Brand Image and Brand Lovementioning

confidence: 63%

“…Brandão et al (2019) state that the consequence of brand love is brand loyalty. In addition, in research conducted by Achmad et al (2020), there was a significant positive influence between Brand Love and Brand Loyalty.…”

Section: H3: Brand Image Has a Significant Effect On Brand Loyaltymentioning

confidence: 95%

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Mixue's Surabaya Brand Image, Product Quality, Brand Love and Loyalty Influence

Samekto,

Lindawati,

Kristanti

2023

RIMA

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The purpose of this research is to test the influence analysis of Brand Image and Product Quality on Brand Love and Brand Loyalty Mixue in Surabaya. The sampling technique used non-probability sampling with purposive sampling method. The samples taken were 160 respondents who were consumers from Mixue in Surabaya. While the tools used to retrieve and collect data are in the form of online questionnaires via the Google form. The data analysis technique uses Structural Equations Modeling (SEM) using the LISREL program. The results of this study state that Brand Image has a positive and insignificant effect on Brand Love, Product Quality has a positive and significant effect on Brand Love, Brand Image has a negative and insignificant effect on Brand Loyalty, Product Quality has a positive and insignificant effect on Brand Loyalty, Brand Love has a positive and significant effect on Brand Loyalty.

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Section: The Impact Of Brand Image On Brand Lovecontrasting

confidence: 95%

Section: The Impact Of Brand Love On Brand Loyaltysupporting

confidence: 91%

Section: Relationship Between Brand Image and Brand Lovementioning

confidence: 63%

Section: H3: Brand Image Has a Significant Effect On Brand Loyaltymentioning

confidence: 95%

See 2 more Smart Citations

Mixue's Surabaya Brand Image, Product Quality, Brand Love and Loyalty Influence

Samekto,

Lindawati,

Kristanti

2023

RIMA

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“…Place branding conceptualization is an intricate process that involves developing the marketing image of a city or region through various communication strategies (Achmad et al, 2020). This process aims to shape the perception and associations that target audiences have with the place, thereby increasing its competitiveness and attracting investment, tourism, and talent.…”

Section: Place Branding As a New Research Fieldmentioning

confidence: 99%

The Role of Future Generations in Place Branding: The Case of Huelva City

Ginesta,

Cristòfol,

De San Eugenio

et al. 2024

PaG

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The process of creating place brands must position the citizen at the center of the debate. The City Council of Huelva, a city in Southern Spain with a population of 142,538 inhabitants, promoted a territorial brand in 2022 in order to seek a new positioning for the city in tourism markets, investment, and talent attraction. Its development was based on a qualitative and quantitative methodology, previously tested out in other cities and locations in Spain, which is shaped by research groups, semi-structured interviews, and surveys of the citizens. This method aims to place the citizen, who ultimately is the user of the brand, at the center of the social research process that determines the tangible and intangible values associated with the brand narrative. The main objective of this article is to highlight, based on the case study of the brand Huelva Original, the importance of two groups in the construction and deployment of a place brand (Millennials and Generation Z and the political class). Firstly, out of the 1,194 people who participated in the fieldwork, 47.92% were under 40 years old. These two generations are crucial for creating a brand narrative that has long-term viability and presence in the digital environment. Secondly, the development of the brand narrative facilitated a cooperative process among the different political groups in the City Council, especially the two most represented (conservatives and social democrats), which enables the search for collaborative workspaces among political groups to ensure that the implementation of the brand transcends the term of a mandate and goes beyond short-termism political actions. The results indicate that the new brand uniquely differentiates Huelva, emphasizing internal pride and co-creation. Open innovation facilitates cooperation among stakeholders, improving governance. Both Millennials and Generation Z citizens, as well as politicians, are key to the long-term sustainability and reach of the brand.

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Exploring Brand Loyalty: Revealing the Effect of Brand Experience Mediated by Brand Love and Trust Among Smartphone Users in Malang City

Firdausiah,

Sunaryo,

Sumiati

et al. 2024

JAM

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Increasingly fierce competition in the smartphone industry encourages companies to design mature marketing strategies to create added value for consumers and build strong relationships with their consumers. This study aims to identify and analyze the direct and indirect effects of brand experience, brand love, brand trust, and brand loyalty on Samsung smartphone users in Malang City. Data for this was collected through a questionnaire and a sample of 140 smartphone users in Malang City. Sample selection was carried out using the purposive random sampling method. The collected data will be analyzed using SmartPLS 3.0. These results reveal that brand experience has no direct effect on brand loyalty. However, this study confirms an indirect influence of brand experience on brand loyalty through brand love and trust. The results have important implications for building strong emotional relationships and bonds between brands and consumers, and it is necessary to use cognitive and affection factors to create brand loyalty.

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

Cited by 5 publications

References 13 publications

Mixue's Surabaya Brand Image, Product Quality, Brand Love and Loyalty Influence

Mixue's Surabaya Brand Image, Product Quality, Brand Love and Loyalty Influence

The Role of Future Generations in Place Branding: The Case of Huelva City

Exploring Brand Loyalty: Revealing the Effect of Brand Experience Mediated by Brand Love and Trust Among Smartphone Users in Malang City

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