A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia (original) (raw)
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This research is motivated by the idea that brand trust and brand commitment can influence brand loyalty. The purpose of this study is to know how the influence of brand trust and brand commitment together or individually to brand loyalty. The type of research in this research is explanatory research with quantitative approach which uses research instruments in the form of questionnaires distributed to 73 respondents who live Tasrib RT.03 RW.07 Street Dadaprejo Village Junrejo Sub District Batu City which is a consumer of Aqua product. Data processing is done computerized by using software. As for the theory used on brand trust will compose a product image that affects the buying behavior. On brand commitment can be defined as the psychological feelings of the mind through attitudes about relationships with partners and will provide long-term benefits for both parties. And on brand loyalty is a form of consumer loyalty to a brand that has been purchased and consumed. For instrument ...
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Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are investigated to examine relative relationships. These factors have already been established to have a connection to brand loyalty. However, as brand commitment consists of both affective and continuance commitment, it is still somewhat unclear about which of these aspects of commitment has the greatest, or most important impact on brand loyalty. Moreover, the existing research and literature surrounding the brand experience construct is extensive. However, it is not entirely clear regarding this construct's relationship to brand loyalty. While some authors claim that it affects brand loyalty directly, others have found that it is a dependent variable, which, alone does not have any immediate effect on brand loyalty. This study also investigates a connection between brand experience and brand loyalty as far as automotive sector is concerned, both with and without commitment as a mediator. As a result, continuance commitment was found to not have any considerable impact on the consumer's loyalty towards a brand, it is assumed that factors such as price and other available alternatives dos not influence this desire to maintain said relationship.
Antecedents of Brand Loyalty: An Empirical Study from Pakistan
international journal of research in computer application & management, 2013
The purpose of this research paper is to present the role played by the Brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The present study was performed to illustrate the involvement of the cognitive and affective variables and also the variables of perceived quality and customer satisfaction in the building and formation of the brand loyalty. The scale is developed to measure the brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The paper takes the forms of descriptive research. The current study used a sample of 150 customers from three different cities. The constructs in this study were developed by using the measurement scales which are taken from the past studies. The data was analysis by using SPSS. The tool of this study was evaluated for reliability. The result shows that these cognitive and affective variables are reliable. The result also shows that the brand trust has significantly impact on the brand commitment and also has a positive impact on brand loyalty. Further research in the article should try to examine the cognitive factors as a better knowledge .There are some limitations in this study and also the results of this studies indicates direction for adopting the further research which enhance the brand loyalty efficiently. The link of the perceived quality and brand loyalty needs to be investigated efficiently. The contribution of this research paper or article is that it provides the great important insights which played a magnificent role in the development and measurement of the factors or variables.
International Journal of Advance Research and Innovative Ideas in Education, 2019
The main aim of this paper is to study the impact of brand experience on determining customer/brand loyalty. The current researchers propose that the brand experience and affective commitment has a positive effect on brand loyalty and that the relationship is mediated by affective commitment. A survey-based quantitative approach is used to test the hypotheses based on the prior study, that also delineates the relationships between brand experience, affective commitment, and brand loyalty. The data were collected using pen and paper version of a survey and were analyzed using reliability analysis. The analysis suggests that affective commitment mediates the relationship between brand experience and brand loyalty for one product category that was studied (smartphone). The study extends the understanding of the brand experience construct by studying its influence on brand loyalty and also by incorporating affective commitment as a mediating variable. In our sample, the findings support...