Work

Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention

Year: 2021

Type: article

Abstract: This research aims to analyze the influence of brand awareness, brand association on repurchase intention mediated brand loyalty. The object of this study was indosat ooredoo consumers, and the specified number of sampel was 120 respondents using a calculation method based on the heir formula multiplied by 5. Purposive sampling sample withdrawal method, date collection method using questionnaire, and data analysis using Partial Least Square (PLS). The results of the study are known that brand awarness affects repurchase intention, brand assocation affects repurchase intention, brand awareness affects brand loyalty, brand assocation affects brand loyalty, and brand loyalty affects repurchase intention.

Source: European Journal of Business Management and Research

DOI: 10.24018/ejbmr.2021.6.1.704

Authors: Zeki Pranata, Dudi Permana

Institution: Mercu Buana University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3134318892

FWCI: 3.677

Cites: 11

Cited by: 23

Related to: 10