The Effect of Satisfaction and Brand Connection to Brand Love

DOI

10.2991/aebmr.k.220304.042How to use a DOI?

Keywords

satisfaction; brand connection; brand love

Abstract

This study aims to examine the effect of brand satisfaction and brand connection on brand love. The survey method was used as a research strategy to examine the effect of these two variables. 100 people as research respondents participated through an online questionnaire. This study chose smartphone owners as a contextual element to explain the relationship between variables. Structural Equation Modelling (SEM) was employed using AMOS software to test the research hypothesis. The results showed that satisfaction (γ=0,250, sign=0,000) and brand connection (γ=0,655, sign=0,000) had significant effect on brand love. These findings have an impact on management implications that brand satisfaction and brand connection can make consumers love the brand. Limitations and suggestions for further research are discussed.

Copyright

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

Open Access

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

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TY  - CONF
AU  - Welly Nailis
AU  - Zakaria Wahab
AU  - Sulastri
AU  - Muchsin Saggaff
AU  - Suhartini Karim
AU  - Mohammad Eko Fitrianto
PY  - 2022
DA  - 2022/03/08
TI  - The Effect of Satisfaction and Brand Connection to Brand Love
BT  - Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
PB  - Atlantis Press
SP  - 329
EP  - 335
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220304.042
DO  - 10.2991/aebmr.k.220304.042
ID  - Nailis2022
ER  -