The Impact of Brand Experience to the Brand Loyalty Mediated by Emotional Brand Attachment
- 10.2991/aebmr.k.220602.037How to use a DOI?
- Brand experience; Brand passion; Self-brand Connection; Brand affection; Brand Loyalty
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.
- © 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 - 10.2991/aebmr.k.220602.037 ID - Rahman2022 ER -