Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)

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The Effect of Satisfaction and Brand Connection to Brand Love

Authors
Welly Nailis1, *, Zakaria Wahab2, Sulastri3, Muchsin Saggaff4, Suhartini Karim5, Mohammad Eko Fitrianto6
1Ph.D. student of Universitas Sriwijaya, Indonesia
2,3,5Senior lecture, Universitas Sriwijaya, Indonesia
4Senior lecture, Universitas Bakrie
6Ph.D. student of Universitas Gadjah Mada, Indonesia
*Corresponding author. Email: wellynailis@unsri.ac.id
Corresponding Author
Welly Nailis
Available Online 8 March 2022.
DOI
10.2991/aebmr.k.220304.042How to use a DOI?
Keywords
satisfaction; brand connection; brand love
Abstract

This study aims to examine the effect of brand satisfaction and brand connection on brand love. The survey method was used as a research strategy to examine the effect of these two variables. 100 people as research respondents participated through an online questionnaire. This study chose smartphone owners as a contextual element to explain the relationship between variables. Structural Equation Modelling (SEM) was employed using AMOS software to test the research hypothesis. The results showed that satisfaction (γ=0,250, sign=0,000) and brand connection (γ=0,655, sign=0,000) had significant effect on brand love. These findings have an impact on management implications that brand satisfaction and brand connection can make consumers love the brand. Limitations and suggestions for further research are discussed.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
8 March 2022
ISBN
10.2991/aebmr.k.220304.042
ISSN
2352-5428
DOI
10.2991/aebmr.k.220304.042How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Welly Nailis
AU  - Zakaria Wahab
AU  - Sulastri
AU  - Muchsin Saggaff
AU  - Suhartini Karim
AU  - Mohammad Eko Fitrianto
PY  - 2022
DA  - 2022/03/08
TI  - The Effect of Satisfaction and Brand Connection to Brand Love
BT  - Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
PB  - Atlantis Press
SP  - 329
EP  - 335
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220304.042
DO  - 10.2991/aebmr.k.220304.042
ID  - Nailis2022
ER  -