Customer Brand Relationship: Peran Brand Love Terhadap Brand Commitment dan Positive Word of Mouth

Clara, Catharina (2019) Customer Brand Relationship: Peran Brand Love Terhadap Brand Commitment dan Positive Word of Mouth. Project Report. FEB UPN Veteran Yogyakarta, Buletin Ekonomi. (Submitted)

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Abstract

The purpose of this study is to find out how strong consumer brand love influences willingness to spread positive word of mouth both directly and indirectly through brand commitment as intervening. In addition, the quality of services and sales promotions, such as being a necessity today in every business, is also considered effective by consumers, so that it becomes a moderating effect of the main model. This research is a survey research, conducted in 5 cinema locations in Palembang. The analysis method uses mediated and moderated regression analysis. So the results of this study can explain consumer brand relationship, whether brand love influences willingness to spread positive word of mouth directly and through brand commitment as mediating variable, and whether service quality and sales promotion as moderator variables play a role in strengthening that influence.

Item Type:	Monograph (Project Report)
Uncontrolled Keywords:	Brand Love, Brand Commitment, Positive Word of Mouth, service quality, sales promotion.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Research Report > Management Study Program
Depositing User:	Catharina Clara
Date Deposited:	22 Jan 2025 02:50
Last Modified:	22 Jan 2025 02:50
URI:	http://eprints.ukmc.ac.id/id/eprint/1935

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