The purpose of the study was to examine the impact of brand experience, brand image and brand trust on brand love, and the impact of brand love on brand loyalty and word of mouth. The primary data collection technique that is questionaire was used for the purpose of analyzing the data. It was distributed to 400 respondents from customer who using the product of motocycle brand. The data collected was analyzed through a Structural Equation Modeling – SEM. The findings of the study revealed that one statistically significant factor affecting brand love is brand experience, and brand love affecting brand loyalty and word of mouth. Factors that do not affect brand love includes brand image and brand trust.
Nội dung trích xuất từ tài liệu:
Factors Affecting Brand Love, Brand Loyalty and Word-of-Mouth: The Case of Honda Brand
Factors Affecting Brand Love, Brand Loyalty and Word-of-Mouth: The Case of Honda Brand
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Tìm kiếm theo từ khóa liên quan:
Marketing in the Connected Age Brand experience Brand image Brand trust Brand love Brand loyalty Word-of-MouthTài liệu có liên quan:
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