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All Journal ESENSI: JURNAL BISNIS DAN MANAJEMEN Jurnal Akuntansi & Auditing Indonesia Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Pariwisata Pesona JRMA (Jurnal Riset Manajemen dan Akuntansi) Jurnal Manajemen & Keuangan MBR (Management and Business Review) Journal of Economic, Bussines and Accounting (COSTING) Bisma: Jurnal Bisnis dan Manajemen EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Manajemen Bisnis dan Kewirausahaan Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Manajemen dan Kewirausahaan International Journal of Applied Business and International Management Asia Pacific Journal of Management and Education Journal of International Conference Proceedings Journal of Artificial Intelligence and Digital Business Jurnal Akuntansi Manado (JAIM) Jurnal Penelitian Equilibrium: Jurnal Ekonomi Syariah Jurnal Medika: Medika
Adithya Pandowo
Universitas Negeri Manado
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Journal of International Conference Proceedings

 1 
THE EFFECT OF BRAND CREDIBILITY AND BRAND PRESTIGE ON RELATIONSHIP QUALITY: THE PERSPECTIVE OF YOUNG CONSUMERS IN THE PREMIUM CINEMA Aditya Pandowo
Journal of International Conference Proceedings (JICP) Vol 1, No 1 (2018): Proceedings of the 1st International Conference of Project Management (ICPM) Mal
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (16.866 KB) | DOI: 10.32535/jicp.v1i1.184

Abstract

The purpose of this paper is to investigate the role of brand credibility and brand prestige as antecedents of brand attachment and their effect to brand love. 160 respondents are eligible in survey method collected by purposive sampling, which is young premium cinema audiences is the criteria. The instruments measurement through validity and reliability were running before the hypotheses testing. The study found that brand credibility affect brand attachment and brand love directly. Though brand prestige predicts brand love significantly, but failed to perform the same role to brand attachment. Our study contributes to enhance managers to provide credible brand to catch young hedonic customers and suggests them to be attached and maintain relationship with customers in order to build brand love. Keywords: brand credibility, brand prestige, brand attachment, brand love.
Co-Authors Ajeng Andriani Hapsari Firma Wa Ode Frederik G. Worang, Frederik G. Gloria Kereh Grace Jenny Soputan Grace Sumakul Henson Rumagit J. Sondakh, Jullie Jetje F. Sumampouw Jetje Sumampouw Kereh, Natalia Priska Lenny Leorina Evinita Lihart Lumapow Lonto, Miryam Lydia Ivana Kumajas Merinda H. Ch. Pandowo Mintardjo, Christofel Miryam Pingkan Lonto N. Tawas, Hendra Natalia Priska Kereh Nikolas Fajar Wuryaningrat Nova Ch. Mamuaya Nova Yohana Kaligis Nur Ainun Ramdani Purba, Pebisitona Ramdani, Nur Ainun Ramon Arthur Ferry Tumiwa Ridel Sumampouw Robert Richard Winerungan Rouna Meisda Paoki Rumagit, Henson S. B. Sumarauw, Jacky S. Soegoto, Agus Saerang, David P. Shinta Rahmani Sumampouw, Ridel Wa Ode, Firma Wenas, Rudi S. Wilson Bogar