Analisis pengaruh consumer brand identification terhadap loyalitas dan advokasi merek : studi kasus konsumen Hypermarket di Jakarta Bogor Depok Tangerang dan Bekasi

Deskripsi

This study aims to analyze the antecedent variables and its impact on consumer brand identification and to analyze the impact of consumer brand identification toward brand loyalty and brand advocacy. The result of this study show only four variables that have contributions toward consumer brand identification. These are brand distinctiveness, brand prestige, brand social benefit, memorable brand experiences. However, brand self similarity has no contributions toward consumer brand identification. In addition, results showed that consumer brand identification had a great contribution to brand loyalty and brand advocacy.Ada bibliografi dan tabel