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All Journal Jurnal Manajemen Teori dan Terapan
Reza Aditya Hartawan
Universitas Airlangga
Decision Sciences, Operations Research & Management Education

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Pengaruh Pengalaman Dan Keterikatan Emosional Pada Merk Terhadap Loyalitas Konsumen Badri Munir Sukoco; Reza Aditya Hartawan
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management Vol. 4 No. 3 (2011): Jurnal Manajemen Teori dan Terapan - Desember 2011
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (136.353 KB) | DOI: 10.20473/jmtt.v4i3.2421

Abstract

Having consumers who repeatedly purchase the brand is marketers’ desire. This study develops arguments that repeated purchase determined by the experience of customers with the brand as well as how strong their emotional attachment toward the brand. This study further argues that the effects of consumers’ brand experience and emotional attachment to brand are stronger when they are highly involved with the products. Onehundred eighty respondents participated in this study on 6 different famous brands. The results reveal that the effect of brand experience on repurchase intention is mediated by emotional attachment to brand. When consumers highly involve to the product, the effect of brand experience on repurchase intention becomes stronger. Managerial and academic implications are also presented.
Co-Authors Badri Munir Sukoco