Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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The Roles of Brand Love in Predicting Brand Loyalty

Authors
Veraya1, Rini Kuswati1, *
1Faculty of Economic and Business, Muhammadiyah University of Surakarta, Surakarta, Indonesia
*Corresponding author. Email: rk108@ums.ac.id
Corresponding Author
Rini Kuswati
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_87How to use a DOI?
Keywords
Brand Love; Brand Loyalty; Self-Expressive Brands
Abstract

The purpose of this research is to analyze the effect of self-expressive brands on brand loyalty as mediated by brand love. The population of this study is H&M users in Indonesia and Taiwan, and we collected a sample from 170 respondents, divided between 85 respondents from Indonesia and 85 respondents from Taiwan. The sample was taken based on non-probability sampling, which is used the purposive sampling method. Data analysis techniques used Smart PLS 4.0 software. The analytical results of this study show that self-expressive brands did not have a significant effect on brand loyalty. Afterward, self-expressive brands have a significant effect on brand love. Then, brand love has a significant effect on brand loyalty. Eventually, brand love will fully mediate the effect of self-expressive brands on brand loyalty. This is the first study that seeks to analyze cross-cultural research that is significant to the self-expressive brand’s relationship with brand love. The combination of these concepts would contribute in the direction of an improved comprehension of the brand-love relationship. Further research is expected to examine whether luxury brands such as Gucci, Dior, Chanel, and Yves Saint Laurent are able to make consumers loyal.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
978-94-6463-204-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_87How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Veraya
AU  - Rini Kuswati
PY  - 2023
DA  - 2023/10/04
TI  - The Roles of Brand Love in Predicting Brand Loyalty
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 1063
EP  - 1076
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_87
DO  - 10.2991/978-94-6463-204-0_87
ID  - 2023
ER  -