PRIBADI, JESSICA AVELINA and Adiwijaya, Michael and Herjanto, Halimin (2019) THE EFFECT OF BRAND TRILOGY ON COSMETIC BRAND LOYALTY. [UNSPECIFIED]
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Abstract
Brand loyalty is claimed as a MUST ingredient for businesses to ensure their business sustainability. This article joins the long list of brand research by investigating the effect of brand trilogy. Specifically, this study examines the direct relationship between brand experience, brand personality and brand trust on cosmetic brand loyalty in the Indonesian context. Drawing from 110 respondents, this study found that brand experience and brand trust are responsible for improving brand loyalty. In contrast, brand personality does not affect the strength of brand loyalty. The theoretical and managerial implications and the directions for future research are presented.
| Item Type: | UNSPECIFIED |
|---|---|
| Uncontrolled Keywords: | Brand loyalty; Brand personality; Brand trust; Brand experience |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Graduate Program > Economic Management |
| Depositing User: | Admin |
| Date Deposited: | 15 Jul 2019 22:44 |
| Last Modified: | 03 Sep 2019 21:08 |
| URI: | https://repository.petra.ac.id/id/eprint/20964 |
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