Strengthen the Millennial Generation’s Brand Love on Traditional Food from West Sumatra
- 10.2991/aebmr.k.220702.029How to use a DOI?
- Brand Love; Brand Authenticity; Brand Trust; Traditional Food
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.
- © 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 - 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 -