The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks

DOI

10.2991/aebmr.k.210628.027How to use a DOI?

Keywords

Brand image, Brand Love, Brand trust, Brand loyalty

Abstract

This paper aims to investigate the impacts of brand image, brand love, and brand trust on brand loyalty in coffee drinks, especially in the Kopi Kenangan’s brand. Moreover, this paper does not only investigate the effects but also compare brand love and brand trust for seeking which variable has a bigger impact. This study used 100 samples with the majority of 72% were female. The data analyzed using PLS SEM and the results show that only brand image has no impact on brand loyalty. From the data analyzed, this research supports the prior research that brand love and brand trust have a positive impact on brand loyalty. This research also shows that Kopi Kenangan’s brand love has a bigger impact than brand trust.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ali Wardhana
AU  - Yulia
PY  - 2021
DA  - 2021/06/29
TI  - The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 164
EP  - 168
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.027
DO  - 10.2991/aebmr.k.210628.027
ID  - Wardhana2021
ER  -