Brand Loyalty as a Mediator of the Relationship between Brand Trust and Brand Performance

被引：0
|
作者：
Shariff, Mohd Noor Mohd
Setyawati, Sri Murni
Anindita, Kristina H.
机构：
来源：
PROCEEDINGS OF KNOWLEDGE MANAGEMENT INTERNATIONAL CONFERENCE (KMICE) 2012 | 2012年
关键词：
Brand trust; brand loyalty; brand performance;
D O I：
暂无
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
The purpose of this study is to test and develop a brand trust model with brand loyalty as a mediator of the relationship between brand trust and brand performance on Pond's cleansing detergent in the Faculty of Economics, Jenderal Soedirman University, Indonesia. A random sampling technique was used on 105 usable questionnaires and data was analyzed by Structural Equation Model (SEM). Statistically, the results confirmed that brand trust positively influenced on the purchase loyalty and the attitudinal loyalty. Consequently, two aspects of brand loyalty namely the purchase loyalty and the attitudinal loyalty positively influenced the brand performance
引用
收藏
页码：428 / 432
页数：5
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