Analysis the Effect of Brand Experience on e-WOM: Brand Love as Mediating

DOI

10.2991/978-94-6463-204-0_24How to use a DOI?

Keywords

Brand experience; Brand love; e-WOM; SmartPLS

Abstract

This study aims to analysis the effect of brand experience on e-WOM mediated by brand love. Quantitative is type of this research. 190 respondent are the size of the sample by the population, in this study using famous shoe brand. The type of data used in this research is primary data, data collected by questionnaire method. The data in this research were processed using SEM-PLS analysis technique with software namely SmartPLS 3.0. The outcome of this research are that brand experience has a significant impact on brand love, and brand love has a significant impact on e-WOM, but brand experience has no significant impact on e-WOM. So it can be concluded by indirect effect hypothesis test this brand love is fully mediated the effect experience of the brand towards e-WOM.

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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TY  - CONF
AU  - Tiara Citra Cyntiya Dewi
AU  - Rini Kuswati
PY  - 2023
DA  - 2023/10/04
TI  - Analysis the Effect of Brand Experience on e-WOM: Brand Love as Mediating
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 270
EP  - 283
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_24
DO  - 10.2991/978-94-6463-204-0_24
ID  - Dewi2023
ER  -