The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks
- https://doi.org/10.2991/aebmr.k.210628.027How to use a DOI?
- Brand image, Brand Love, Brand trust, Brand loyalty
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.
- © 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/).
Cite this article
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 - https://doi.org/10.2991/aebmr.k.210628.027 ID - Wardhana2021 ER -