Year: 2019
Type: article
Study design: Observational Study
Abstract: The purpose of this study was to examine the effect of brand passion, brand trust on repurchase intention and brand love as a mediating variable. Brand passion, brand trust and brand love directly have a significant and positive effect on repurchase intention. Brand love is a variable that mediates the influence between brand passion and repurchase intention, with the nature of mediation is full mediation.Brand love is also a variable that mediates the influence between brand trust and repurchase intention with the full mediation nature of mediation. Increased passion and trust in the brand will increase the love for the brand which will ultimately make consumers make purchases.
Authors: STIE Malangkucecwara, Kadarusman Kadarusman, Evi Maria, STIE Malangkucecwara, Dwi Danesty Deccasari, STIE Malangkucecwara
Institution: Sekolah Tinggi Ilmu Ekonomi Malangkucecwara
Language: Indonesian
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3010349827