The Impact of Brand Experience to the Brand Loyalty Mediated by Emotional Brand Attachment

DOI

10.2991/aebmr.k.220602.037How to use a DOI?

Keywords

Brand experience; Brand passion; Self-brand Connection; Brand affection; Brand Loyalty

Abstract

This research is about the influence of brand experience on brand loyalty mediated by the emotional brand attachment. The focus of this research was to determine the influence of Emotional Brand Attachment (EBA) in mediating the correlation between brand experience and brand loyalty. Research was conducted on Apple Smartphone consumer involving 100 Respondents. This research utilized Partial Least Squares (PLS) as the data analysis technique, which was facilitated by SMARTPLS 3 software. Brand passion and self-brand connection had a significant influence on the correlation between brand experience and brand loyalty, however, brand affection had no have a significant influence on the correlation between brand experience and brand loyalty.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Zulfikar Azaria Rahman
AU  - Ihwan Susila
PY  - 2022
DA  - 2022/06/13
TI  - The Impact of Brand Experience to the Brand Loyalty Mediated by Emotional Brand Attachment
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
PB  - Atlantis Press
SP  - 280
EP  - 287
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220602.037
DO  - 10.2991/aebmr.k.220602.037
ID  - Rahman2022
ER  -