Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)

The Impact of Brand Experience to the Brand Loyalty Mediated by Emotional Brand Attachment

Authors
Zulfikar Azaria Rahman1, Ihwan Susila2, *
1Universitas Muhammadiyah Surakarta
2Universitas Muhammadiyah Surakarta
Corresponding author. * Ihwan Susila.2 Email: ihwan.susila@ums.ac.id
Corresponding Author
Ihwan Susila
Available Online 13 June 2022.
DOI
https://doi.org/10.2991/aebmr.k.220602.037How to use a DOI?
Keywords
Brand experience; Brand passion; Self-brand Connection; Brand affection; Brand Loyalty
Abstract

This research is about the influence of brand experience on brand loyalty mediated by the emotional brand attachment. The focus of this research was to determine the influence of Emotional Brand Attachment (EBA) in mediating the correlation between brand experience and brand loyalty. Research was conducted on Apple Smartphone consumer involving 100 Respondents. This research utilized Partial Least Squares (PLS) as the data analysis technique, which was facilitated by SMARTPLS 3 software. Brand passion and self-brand connection had a significant influence on the correlation between brand experience and brand loyalty, however, brand affection had no have a significant influence on the correlation between brand experience and brand loyalty.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
13 June 2022
ISBN
978-94-6239-582-4
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.220602.037How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Zulfikar Azaria Rahman
AU  - Ihwan Susila
PY  - 2022
DA  - 2022/06/13
TI  - The Impact of Brand Experience to the Brand Loyalty Mediated by Emotional Brand Attachment
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
PB  - Atlantis Press
SP  - 280
EP  - 287
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220602.037
DO  - https://doi.org/10.2991/aebmr.k.220602.037
ID  - Rahman2022
ER  -