Dimensi Brand Image Untuk Memprediksi Brand Love Dan Brand Loyaty

Main Article Content

Wilson Frenredy
Purnama Dharmawan

Abstract

The purpose of this research is to examine whether 1) mystery can predict brand love and brand loyalty Apple in Jakarta. 2) sensuality can predict brand love and brand loyalty Apple in Jakarta. 3) intimacy can predict brand love and brand loyalty Apple in Jakarta. 4) brand love can predict brand loyalty Apple in Jakarta. Sample was selected using convenience sampling method amounted to 198 respondents in Jakarta. The result of this study show that 1) mystery can positively predict the brand love Apple in Jakarta. While mystery cannot positively predict brand loyalty Apple in Jakarta. 2) sensuality cannot positively predict brand love Apple in Jakarta. While sensuality can positively predict brand loyalty Apple in Jakarta . 3) intimacy can positively predict brand love and brand loyalty Apple in Jakarta 4) Brand love can positively predict brand loyalty Apple in Jakarta.

 

Tujuan dari penelitian ini adalah untuk menguji apakah 1) mystery dapat memprediksi brand love dan brand loyalty Apple di Jakarta 2) sensuality dapat memprediksi brand love dan brand loyalty Apple di Jakarta 3) intimacy dapat memprediksi brand love dan brand loyalty Apple di Jakarta 4) brand love dapat memprediksi brand loyalty Apple di Jakarta. Sampel dipilih menggunakan metode convenience sampling berjumlah 198 responden di Jakarta. Penelitian ini memperoleh hasil berupa 1) mystery dapat memprediksi secara positif terhadap brand love Apple di Jakarta. Sementara mystery tidak dapat memprediksi secara positif terhadap brand loyalty Apple di Jakarta. 2) sensuality tidak dapat memprediksi secara positif terhadap brand love Apple di Jakarta. Sementara sensuality dapat memprediksi secara positif brand loyalty Apple di Jakarta. 3) intimacy dapat memprediksi secara positif terhadap brand love dan brand loyalty Apple di Jakarta. 4) brand love dapat memprediksi secara positif brand loyalty Apple di Jakarta.

Dimensions

Article Details

Section
Articles
Author Biographies

Wilson Frenredy, Universitas Tarumanagara Jakarta

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Purnama Dharmawan, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

Albert, N., Merunka, D. and Valette-Florence, P. (2008). When consumers love their brands: exploring the concept and its dimensions. Journal of Business Research, Vol. 61, No. 10, pp. 1062-1075.

Carroll, B. A. and Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, Vol. 17, No. 2, pp. 79-89.

Chaudhuri, A. and Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), pp. 81-93.

Chao-Chin Huang. (2017). The impacts of brand experiences of brand loyalty mediators of brand love and trust. Management Decision, Vol. 55, No. 5, pp. 915- 934.

Cho, E. and Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing, Vol. 32, No. 4, pp. 255-265.

Cho, E., Fiore, A. M. and Russell, D. W. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: testing its role in an extended Brand equity model. Psychology & Marketing, Vol. 32, No. 1, pp. 28-48.

Cho, E. (2018). Impact of fashion innovativeness on consumer-based brand equity. Journal of Consumer Marketing, Vol. 35, No. 3, pp. 340-350.

Eunjoo Cho. (2006). Development of a brand image scale and the impact of the lovemarks on brand equity. Love/Respect Axis Separating Lovemarks from Brands, Fads, and Products (Roberts, 2006, pp. 18).

Eunjoo Cho, Ann Marie Fiore. (2015). Conceptualization of a holistic brand image measure for fashion- related brands. Journal of Consumer Marketing, 42(4), pp. 255-265.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Model with Unobservable Variables and Measurement Error. Journal of Marketing Research, pp.39-50.

Fournier, Mick. (2009). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, Vol. 24, No. 4, pp. 343-379.

Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Statistical Associates Publishing.

Ghozali, Imam. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Edisi 4. Semarang: Badan Penerbit Universitas Diponegoro.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19 (2), pp. 139-152.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. and Tatham, R. L. (2014). Multivariate data analysis (Vol. 7).

Hak Jun Song, So Young Bae, Heesup Han. (2019). Emotional comprehension of name- brand coffee shop: focus on lovemarks theory. International Journal of Contemporary Hospitality Management, Vol. 31, No. 3.

Hogan, R. M. and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, Vol. 58, No. 3, pp. 20-38.

Holbrook, M. B. and Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, Vol. 9, No. 2, pp. 132-140.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Consumer-Based Brand Equity. Journal of Marketing, 57, pp. 1-22.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Unites States: Pearson Education, Essex.

Kotler, P. and Keller, K. L. (2009). Marketing Management, 13th ed., Prentice-Hall, Upper Saddle River, NJ.

Kotler, Philip and Kevin Lane Keller, (2016). Marketing Management, 15th Edition, Pearson Education, Inc.

Low, G. S. and Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, Vol. 9, No. 6, pp. 350-368.

Lee, Y. K., Back, K. J. and Kim, J. Y. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction, and brand loyalty. Journal of Hospitality and Tourism Research, Vol. 33, No. 3, pp. 305-328.

Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, pp. 33-44.

Roberts, K. (2005), Lovemarks: The Future Beyond Brands, 2nd ed., Powerhouse Books, New York, NY.

Roberts, K. (2006). The Lovemarks Effect, British Brands Group.

Rodrigues, Clarinda., Rodrigues, Paula. (2019). Brand love matters to Millennials: the relevance of mystery, sensuality, and intimacy to neo-luxury brands. Journal of Product & Brand Management, 28(7), pp. 830-848.

Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences.

Sholihin, M. & Ratmono, D. (2013). Analisis SEM-PLS dengan WarpPLS 3.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis. Yogyakarta: CV ANDI OFFSET.

Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational statistics & data analysis, 48(1), pp. 159-205.