PENGARUH AUTENTISITAS MEREK TERHADAP KOMITMEN MEREK DENGAN KEPRIBADIAN MEREK DAN KEPERCAYAAN PELANGGAN PADA PRODUK APPLE SEBAGAI VARIABEL MEDIASI

This study aims to examine the effect of brand authenticity on brand commitment with brand personality and brand trust towards Apple products as mediating variables. Applying a quantitative approach, the primary data was collected through an online survey to 200 respondents and Partial Least Square (PLS) statistical technique was utilised to analyse the data. The results of this study have confirmed the relationships between the examined variables. That is, brand authenticity has a significant influence on brand commitment. Further, Apple‘s brand personality and brand trust have appeared as mediating variables as to how brand authenticity affects brand commitment.