The objective of this research is two fold. First is to determine the impact of brand experience, brand trust and affective commitment on purchase intentions. Second is to ascertain the mediating role of brand love in the relationships of purchase intentions and word-of-mouth. The data was obtained from 265 cell phone customers from Islamabad and Rawalpindi cities of the Islamic Republic of Pak...

This study aims to determine and analyze the effect of brand experience variables on loyalty through resonance reputation as an intervening variable for users DANA E-Wallet application in Semarang City. The population used this are who have transacted using domiciled city Semarang, Central Java. number samples were 100 respondents.In study, data was collected distributing questionnaires selecte...

Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework for building brand identity in sequential order, namely, positioning the br...

Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology which focuses on each individual’...

The purpose of this research is to examine whether 1) Brand experience and brand image can predict loyalty Mc Donald’s in Jakarta. 2) trust 3) 4) mediates the prediction on population study are all people who have consumed McDonald's fast food sample used was 150 respondents. . Non-probability sampling technique for data collection method convenience sampling. result positively product Image ca...

The paper develops the idea that brand loyalty is a rational thing for a consumer to have. The reason is that a consumer’s experience with a brand creates user skills which make that brand more useful to the consumer than other brands, even though these, given the same experience, would be equally useful. In a brand switching model this implies that the consumer will switch brands only if there...

The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversities, causing managerial uncertainty about how to take appropriate strategic actions to put the r...