Brand Personality to Predict Brand Trust, Brand Attachment and Purchase Intention: Study on Cosmetic Products in Jakarta

DOI

10.2991/assehr.k.200515.022How to use a DOI?

Keywords

brand personality, brand trust, brand attachment, purchase intention

Abstract

This research aims to examine factors which are able to predict purchase intention by observing brand personality as an independent variable, brand trust and brand attachment as the mediation variables and purchase intention as a dependent variable. Descriptive cross-sectional is chosen as the research model of this research using data which was collected with the questionnaire survey method and analyzed with SEM-PLS in order to know the predictive and mediation ability of each observed variables. The results of this research show that brand personality can predict brand trust and brand attachment. Brand trust and brand attachment also fully mediate relationship between brand personality and purchase intention of cosmetic products.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Michelle Ferdinand
AU  - Frangky Selamat
PY  - 2020
DA  - 2020/05/20
TI  - Brand Personality to Predict Brand Trust, Brand Attachment and Purchase Intention: Study on Cosmetic Products in Jakarta
BT  - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019)
PB  - Atlantis Press
SP  - 125
EP  - 130
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200515.022
DO  - 10.2991/assehr.k.200515.022
ID  - Ferdinand2020
ER  -