Strengthen the Millennial Generation’s Brand Love on Traditional Food from West Sumatra

DOI

10.2991/aebmr.k.220702.029How to use a DOI?

Keywords

Brand Love; Brand Authenticity; Brand Trust; Traditional Food

Abstract

West Sumatra has a diverse range of traditional cuisine products. In West Sumatra, each region has its own own food products. However, sometimes the region’s native products can’t compete with those from elsewhere in West Sumatra. The purpose of this study is to look into the elements that influence the brand loyalty of traditional West Sumatra culinary products. The millennial generation in West Sumatra is the subject of this study. According to this study, the millennial generation’s affinity for West Sumatran culinary products is influenced by variables such as brand authenticity and brand trust. There is either a direct or indirect impact.

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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TY  - CONF
AU  - Yasri
AU  - Vidyarini Dwita
AU  - Astra Prima Budiarti
PY  - 2022
DA  - 2022/07/21
TI  - Strengthen the Millennial Generation’s Brand Love on Traditional Food from West Sumatra
BT  - Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
PB  - Atlantis Press
SP  - 194
EP  - 198
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220702.029
DO  - 10.2991/aebmr.k.220702.029
ID  - 2022
ER  -