Purpose: The purpose of this research is to examine the impact of brand image, satisfaction, trust and relationship towards brand loyalty mediated by brand relationship.Design/methodology/approach: This paper uses the PLS (SEM) technique for analysis and hypotheses testing. The data was...

In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and...

Brand that manages to bring a meaningful impression on consumers are more likely to win a special attention. Value-added brands are also more likely to win a distinctive spot in consumers' minds. In addition, brand could affect consumers' brand affection and brand trust. Consumers attempt to...

Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn't considered might be inaccurate. Design/methodology/approach: An experimental research design was used to investigate the effect of health...

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are...

Visiting stores as the conventional way of shopping has been modernized into an online shopping trend. In fact, the emergence of numerous e-commerce sites leads to an interesting and needs-to-be-anticipated competition. Tokobagus.com (now OLX.co.id), a leading online shopping website in...