UNDERSTANDING BRAND EXPERIENCE, BRAND TRUSTAND BRAND LOVE IN RELATIONSHIP
DOI:
https://doi.org/10.61841/keg29g73Keywords:
Brand experience, Brand Trust and Brand loveAbstract
this paper goal at analyzing a model Brand experience, brand trust and brand love within the use of cellular wallets in Indonesia in 2020 and as a part lookup disertation of the writer's dissertation for doctoral research at Brawijaya university. 460 people as respondents all through Indonesia the usage of the machin formula because the variety of respondents is now not recognized with certainty. The result this lookup exhibit that;Brand experience has a positive effect on brand trust, with a path coefficient value of 0.229 and significant, with a P- Values of 0.013 <a significance level of 0.05.and Brand Experience has a positive effect on brand love, with a path coefficient value of 0.108, but not significant, with a P-Values of 0.152> a significance level of 0.05.The finding of the study give new idea to marketing, in understanding and reasons the important of effect factor brand experience among using mobile wallet in Indonesia.Last and foremost a thank you to LPDP as a funder / sponsor of this reseach.
Downloads
References
[1] Alba and Hutchinson . (2003). Dimensions of consumer expertise. Journal of Marketing, 13 (4): 411 – 454.
[2] Albert, Noel and Merunka, D. (2013). The role of brand love in consumer‐ brand relationships, Journal of Consumer Marketing, Vol. 30 Issue: 3,pp.258-266, doi: 10.1108/07363761311328928
[3] Algesheimer, Utpal M. Dholakia, & Andreas HerrmannThe Social Influence of BrandCommunity: Evidence fromEuropean Car Clubs, Journal of MarketingVol. 69 (July 2005), 19–34
[4] Anaza and Zhao. (2013). Encounter-based antecedents of e-consumer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140
[5] Balaji. (2014). Managing consumer citizenship behavior: A relationship perspective. Journal of Strategic Marketing, 22(3), 222-239.
[6] Bartikowski and Walsh. (2011). Investigating mediators between corporate reputation and customer citizen shipbehaviors. Journal of Business Research, 64(1), 39-44.
[7] Batra, Ahuvia, and Bagozzi. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
[8] Bettencourt. (1997). Customer voluntary performance: customers as partners inservice delivery. J. Retail. 73 (3), 383e406.
[9] Bıçakcıoğlu, Nilay., İpek, Ilayda and Bayraktaroğlu Gül. (2016). Antecedents and outcomes of brand love: the mediating role of brand loyalty, Journal of Marketing Communications, DOI: 10.1080/13527266.2016.1244108
[10] Blau. (1964). Exchange and Power in Social Life, Wiley, New York, NY.
[11] Bove, Pervan, Beatty and Shiu. (2009). Service worker role in encouraging konsumer
[12] Brakus, Schmitt and Zarantonello. (2009), “Brand experience: what is it? how is it measured?does it affect loyalty?”,
Journal of Marketing, Vol. 73 No. 3, pp. 52-68
[13] Brakus, Schmitt and Zarantonello. (2009), “Brand experience: what is it? how is it measured?does it affect loyalty?”,
Journal of Marketing, Vol. 73 No. 3, pp. 52-68
[14] Brakus, Schmitt, and Zhang. (2008). Experiential Attributes and Consumer Judgments,” in Handbook on Brand and Experience Management, Bernd H. Schmitt and David Rogers, eds. Northampton, MA: Edward Elgar.
[15] Brakus, Schmitt, and Zhang. (2008). Experiential Attributes and Consumer Judgments,” in Handbook on Brand and Experience Management, Bernd H. Schmitt and David Rogers, eds. Northampton, MA: Edward Elgar.
[16] Brakus. (2009). Brand experience: what is it? How is It measured? Does it affect loyalty?. Journal of marketing,73(3), 52-68
[17] Brakus. (2009). Brand experience: what is it? How is It measured? Does it affect loyalty?. Journal of marketing,73(3), 52-68
[18] Cari and Cova (2003). Consuming Experience, pp. 34−47. London: Routledge. Baldock, J.
[19] Carroll and Ahuvia. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89
[20] Carroll and Ahuvia. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89
[21] Chaudhuri and Holbrook. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
[22] Chaudhuri and Holbrook. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
[23] Chen, Chen, and Farn (2010). Exploring determinants of citizenship behavior on virtual communities of consumption: The perspective of social exchange theory. International Journal of Electronic Business Management, 8(3), 195.
[24] Chinomona, Richard (2013). The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa. International Business & Economics Research Journal – October 2013 Volume 12, Number 10 DOI: 10.19030/iber.v12i10.8138
[25] Cooper and Schindler. (2006). Metode Riset Bisnis.Volume 2, Edisi 9. Penerbit PT Media Global Edukasi. Jakarta.
[26] Delgado- ballester. (2003). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573-592
[27] Delgado- ballester. (2003). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573-592
[28] Dwivedi, A., Nayeem, T and Murshed F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services https://doi.org/10.1016/j.jretconser.2018.06.009.
[29] El Naggar. R.A.A. and Bendary.N. (2017). The Impact of Experience and Brand trust on Brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. Business and Management Review, Volume 9 Number 2 November 2017 Conference proceedings of the Academy of Business and Retail Management (ABRM)
[30] Erdem and Swait (1998). Brand Equity as a signalling phenomenon. Journal of Consumer Psychology. 7 (April), pp. 131- 157.
[31] Erkmen, Ezgi and Hancer, Murat (2014). Linking brand commitment and brand citizenship behaviors of airline employees: “The role of Trust. Journal of Air Transport Management xxx1e8.http://dx.doi.org/10.1016
[32] Erkmen, Ezgi and Hancer, Murat (2014). Linking brand commitment and brand citizenship behaviors of airline employees: “The role of Trust. Journal of Air Transport Management xxx1e8.http://dx.doi.org/10.1016
[33] Evanschitzky. (2006) The relative strength of affective commitment in securing loyalty in service relationships”.
Journal of Business Research, Vol. 59 No. 12, pp. 1207-13.
[34] Ferdinand. (2011). Structural Equation Modelling Dalam Penelitian Manajemen,BP, Undip, Semarang
[35] Fournier. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-353
[36] Fullerton. 2005),“How commitment both enables and undermines marketing relationships", European Journal of Marketing, Vol. 39 Issue: 11/12, pp.1372-1388, https://doi.org/10.1108/03090560510623307
[37] Garbarine and Johnson. (1999). The different roles of satisfaction, trust, and commitment in customer relationships.
The Journal of Marketing, 70-87
[38] Garbarine and Johnson. (1999). The different roles of satisfaction, trust, and commitment in customer relationships.
The Journal of Marketing, 70-87
[39] Gilmore and Pine. (1999). The Experiences Economy: Work Is Theatre And Every Business Is A Stage.Boston Mass: HBS Press.
[40] Grönroos.(2011), “Value co-creation in service logic: A critical analysis", Marketing Theory,Vol. 11 No. 3, pp. 279- 301
[41] Groth. (2005). Customers as good soldiers: Examining citizenship behaviors in internet Service deliveries. Journal of management, 31(1), 7-27.
[42] Groth. (2005). Customers as good soldiers: Examining citizenship behaviors in internet Service deliveries. Journal of management, 31(1), 7-27.
[43] Gurviez and korchia. (2002). Proposition d’une échelle de mesure multidimensionnelle de la confiance dans la marque, Recherche et Applications en Marketing, vol 17, n°3, 41-61
[44] Ha, H.Y. and Perks, H. (2005), “Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust”, Journal of Consumer Behaviour, Vol. 4 No. 6, pp. 438-452.
[45] Hair, Ringle and Sarstedt. (2011). PLS-SEM: indeed a silver bullet”, Journal of Marketing
[46] He, Li and Harris. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65, 648–657
[47] Ho. (2014). Consumer behavior on Facebook: does consumer participation bring positive konsumer evaluation of the brand?. EuroMed Journal of Business, 9(3), 252-267.
[48] Hoch and Deighton. (1989). Managing What Consumers Learn from Experience,”Journal of Marketing,53 (April), 1–20.
[49] Hoch and Ha. (1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research, 13 (September), 221–3.
[50] Hovland (1953) Communication and Persuasion. New Haven, CT: Yale University
[51] https://databoks.katadata.co.id/datapublish/2019/07/11/linkaja-kurang-populer-dan-diminati-dibandingkan-gopay- dan-ovo
[52] Huang Chin, C., (2017), "The impacts of brand experiences on brand loyalty: mediators of brand love and trust",
Management Decision, Vol. 55 Issue: 5, pp.915-934, https://doi.org/10.1108/ MD-10-2015-0465
[53] Jang, Olfman, Ko, Koh and Kim (2008)The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty. Conference: 40th Hawaii International International Conference on Systems Science
[54] Jaydeep. G.R.,Biswas, S.M and Kataria .A., (2015). "An investigation of antecedents and consequences of brand love in India", Asia-Pacific Journal of Business Administration, Vol. 7 Iss 2 pp. http://dx.doi.org/10.1108/APJBA- 09-2014-0112
[55] Jaydeep. G.R.,Biswas, S.M and Kataria .A., (2015). "An investigation of antecedents and consequences of brand love in India", Asia-Pacific Journal of Business Administration, Vol. 7 Iss 2 pp. http://dx.doi.org/10.1108/APJBA- 09-2014-0112
[56] Johnson and Rapp, (2010). A more comprehensive understanding and measure of customer helping behavior.
Journal of Business Research, 63(8), 787-792.
[57] Kartono. (1990). Metodologi Penelitian Sosial.Bandung: Rosdakarya
[58] Khan, Imaran and Fatma Mobin. (2017). Antecedents and outcomes of brand experience: an empirical study.Journal Brand Management DOI 10.1057/s41262-017-0040-x
[59] Khan, Imaran and Fatma Mobin. (2017). Antecedents and outcomes of brand experience: an empirical study.Journal Brand Management DOI 10.1057/s41262-017-0040-x
[60] Kimpakorn and tocquer. (2010). Service brand equity and employee brand commitment. J. Service. Markerting. 24 (5), 378e388.
[61] Kimpakorn and tocquer. (2010). Service brand equity and employee brand commitment. J. Service. Markerting. 24 (5), 378e388.
[62] Kuncoro. (2003). Metode Riset untuk Bisnis & Ekonomi, Bagaimana Meneliti & Menulis Tesis, Erlangga, Jakarta.
[63] Li. 2014). Application of spectral analysis techniques in the inter-comparison of aerosol data, Part 4: Synthesized analysis of multisensor satellite and ground-based AOD measurements using combined maximum covariance analysis. Atmos. Meas. Tech., 7, 2531-2549, doi:10.5194/amt-7-2531-2014.
[64] Maholtra (2010). Marketing Research: An Applied Orientation (6th edn). Upper Saddle River, NJ Prentice Hall, Inc
[65] Malik. (2014). Impact of Brand Credibility on Consumer Loyalty A CaseStudy of Fast Food Industry in DG Khan,
Pakistan. Arabian Journal of Business and Management Review (OMAN Chapter) Vol. 3, No.6; jan. 2014
[66] Monecke and Leisch (2012). SEM PLS: Structural Equation Modeling Using Partial Least Square. Journal of Statistic Software.
[67] Moorman (1992). Factors affecting trust in Market research relationships. J. Mark. 57, 81e102.
[68] Nunally. (1996). Psychometric theory. 3rd ed. Sydney, Australia7 McGraw Hill
[69] Ohanion. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39- 52.
[70] Orzan (2016). Conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty Economic Computation & Economic Cybernetics Studies & Research. vol.50 (1)
[71] Pichler and Hemetsberger. (2008), "Driven by Devotion: How Consumer Interact with their Objects of Devotion,"
Advances in Consumer Research, Vol. 35, 439-443.
[72] Pitta and Franzak. (2008). Foundations for building share of heart in global brands”, Journal of Product & Brand Management, 17(2), 64-72.
[73] Portas, K.B.(2015). Interaction and brand experience as a path for brand love: a PLS-SEM marketing application.
2nd International Symposium on Partial Least Squares Path Modeling, Seville (Spain)
[74] Rageh Ismail and Spinelli (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers", Journal of Fashion Marketing and Management: An International Journal, Vol. 16 Issue: 4, pp.386-398, https://doi.org/10.1108/13612021211265791
[75] Rodrigues, P.,Rodrigues,P. and Ferreira, P.(2015). Brand Experience leads to Brand Love – Retail Fashion Brand Case, The Pertuguese marketing Conference 15 th. DOI: 10.13140/RG.2.1.2699.0489
[76] Rossiter and Bellman, (2012). “Emotional Branding Pays Off – How brands meet share of requirements through bonding, commitment and love”, Journal of Advertising Research, 52(3), 291-296.
[77] Roy, Eshghi and Sarkar. (2013). Antecedents and Consequences of Brand love.” Journal of Brand Management 20: 325–332. doi:10.1057/bm.2012.24.
[78] Sahina, Zehir and Kitapç, (2011). The Effects Of Brand Experiences, Trust And Satisfaction On Building Brand Loyalty; An Empricial Research On Global Brands, The 7th International Strategic Management Conference, Paris-
France
[79] Sallam, A.M and Sefnedi (2017).The impacts of brand trust and brand credibility on indonesian customers' wom communication: the mediating role of brand commitment. International Journal of Economics, Commerce and Management United Kingdom. Vol. V, Issue 5, ISSN 2348 0386
[80] Schmitt. (1999). The concept of brand experience. Journal of brand management, 16(7), 417-419.
[81] Shamim and butt (2013). A critical model of brand experience consequences. Asia Pacific Journal of Marketing and Logistics 25(1): 102–117.
[82] Sidik, Mohmd, S.N.A., and Shaari, Hasnizam. (2017). Customer citizenship behavior (ccb): the role of brand experience and brand community commitment among automobile online brand community in Malaysia. Journal of Technology Management and Business (ISSN: 2289-7224) Vol 04, No 02
[83] Sidik, Mohmd, S.N.A., and Shaari, Hasnizam. (2017). Customer citizenship behavior (ccb): the role of brand experience and brand community commitment among automobile online brand community in Malaysia. Journal of Technology Management and Business (ISSN: 2289-7224) Vol 04, No 02
[84] Sidik, Mohmd, S.N.A., and Shaari, Hasnizam.(2017). Antecedents of customer citizenship behavior among automobile online brand community in Malaysia Journal of Technology Management and Business (ISSN: 2289- 7224) Vol 04, No 01, 2017
[85] Sidik, Mohmd, S.N.A., and Shaari, Hasnizam.(2017). Antecedents of customer citizenship behavior among automobile online brand community in Malaysia Journal of Technology Management and Business (ISSN: 2289- 7224) Vol 04, No 01, 2017
[86] Singarimbun dan Efendi, (2012). Metode Penelitian Survei,Jakarta: LP3ES, 2008.
[87] Singh,N., Srivastava, S and Sinhna N.(2017). consumer preference and satisfaction of M-wallets: a study on North Indian consumers", International Journal of Bank Marketing, Vol. 35 Issue: 6, pp.944-965, https://doi.org/10.1108/IJBM-06-2016-0086
[88] Soliana, D.S, and Pratomo, L. A. (2016). Anteseden Dari Word Of Mouth. Jurnal Ekonomi Volume 7 Nomor 1, Mei 2016
[89] Sugiyono.(2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta
[90] Verhoef.(2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies,Journal of Retailing,85 (1), 31–41
[91] Wing and Angie. (2006). Astudi of trust in E-shopping before and after first -hand experience is gained, journal of computer information system, summer 125-130
[92] Xu, Li, and Shao, (2012). Knowledge sharing in virtual communities: A study of citizenship behavior and its social- relational antecedents. International Journal of Human-Computer Interaction, 28(5), 347-359.
[93] Y i, Gonng and Lee, (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
[94] Yasin and Shamim, (2013) Brand love: Mediating role in purchase intentions and word-of-mouth. IOSR Journal of Business and Management, 7(2), 101-109
[95] Soh, K.G., Raman, R.A., Soh, K.L., Japar, S., Ong, S.L., Ghiami, Z.Parents’ perceptions of their children body fat percentage and weight(2018) International Journal of Pharmaceutical Research, 10 (4), pp. 53-57.
[96] Pour,M.M.,&Kiani,E.(2015). Image Enhancement by using the intelligent optimization algorithm with a combination of bacteria and Particle Swarm Optimization. International Academic Journal of Science and Engineering, 2(7), 1-9.
[97] Pakniyat,E.,Talebiyan,S.R.,Morad,M.J.A.,&Loghmani,F. (2015). Design of Two New High-Performance Full Adders in Sub-threshold Region for Ultra-Low Power Applications. International Academic Journal of Science and Engineering, 2(8), 1-10.
[98] Heravi, M.A.Y., Maghooli, K., Rahatabad, F.N., Rezaee, R. Intra-spinal stimulation leads to activation of motor modules and restoration of monitored movements in spinally-injured rabbits (2019) NeuroQuantology, 17 (6), pp. 71-79.
[99] Gawda, B. The neurobiological mechanism of emotions and behavior in personality disorders (2019) NeuroQuantology, 17 (6), pp. 30-31.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
