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https://doi.org/10.21070/ups.1...
Article . 2023 . Peer-reviewed
License: CC BY
Data sources: Crossref
OJS Universitas Muhammadiyah Sidoarjo
Preprint . 2023
License: CC BY
Data sources: OJS Universitas Muhammadiyah Sidoarjo
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Claim

Effect of Brand Attitude, Brand Affect and Brand Characteristic on Consumer Brand Axtention Attitude with Brand Loyalty as Intervening Variable

Pengaruh Brand Attitude, Brand Affect dan Brand Characteristic terhadap Consumer Brand Axtention Attitude dengan Brand Loyalty sebagai Variabel Intervening
descriptionPublicationkeyboard_double_arrow_right Article , Preprint 26 May 2023Publisher:Universitas Muhammadiyah Sidoarjo
Authors: Hasbullah Hasbullah; Sriyono Sriyono;

doi: 10.21070/ups.1207

Effect of Brand Attitude, Brand Affect and Brand Characteristic on Consumer Brand Axtention Attitude with Brand Loyalty as Intervening Variable

Abstract

This study aims to determine the effect of brand attitude, brand affect and brand characteristic on consumer brand intention attitude with brand loyalty as an intervening variable on Iphone smartphone products. The research was conducted using a quantitative approach, with a questionnaire as a research instrument. The number of samples analyzed were 400 Iphone users. The results of the study show that brand attitude, brand affect and brand characteristic have a significant effect on consumer brand intention and brand loyalty on Iphone smartphone products. Other results show that indirectly brand attitude, brand affect and brand characteristic have a significant effect on consumer brand intention attitude through brand loyalty on Iphone smartphone products.

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Keywords

Brand Affect, Brand Characteristic, Consumer Brand Axtention Attitude, Brand Attitude, Brand Loyalty

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
hybrid