Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil (original) (raw)
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European Journal of Business and Management, 2018
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 ...