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All Journal Petra International journal of Business Studies (IJBS)
Michael Adiwijaya
Petra Christian Univesity
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Centrality of Brand Awareness Michael Adiwijaya; Erin McGuinness; John C Cary; Halimin Herjanto
Petra International Journal of Business Studies Vol. 4 No. 2 (2021): DECEMBER 2021
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (836.216 KB) | DOI: 10.9744/ijbs.4.2.109-121

Abstract

The brand concept, especially brand loyalty, has evolved significantly; however, this phenomenon is still considered far from complete. This study extends a long line of scholars’ efforts by investigating a moderating effect of brand awareness in triangle relationships between product innovation and brand trust and brand loyalty. The hypotheses were tested based on online questionnaire data collected from 100 Indonesian respondents. The Ordinary least square (OLS) regression analysis shows that brand awareness positively and significantly moderates these triangle relationships. Additionally, the direct relationships between product innovation on brand awareness and brand loyalty and brand trust and brand loyalty were found to be significant. This research offers future research direction and implications for business practitioners and academics.
Co-Authors Erin McGuinness Halimin Herjanto John C Cary