Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Media Ekonomi
Sri Rahayu
Mahasiswa Program Doktor Ilmu Ekonomi (PDIE), Universitas Sebelas Maret Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
KEPERCAYAAN MEREK DAN BRAND AFFECT SEBAGAI ANTESEDEN DARI LOYALITAS MEREK Sri Rahayu; Mugi Harsono
Media Ekonomi Media Ekonomi : Vol 18 No 1 Januari 2018
Publisher : Lembaga Publikasi Ilmiah dan Penerbitan (LPIP)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/medek.v18i1.2409

Abstract

The purpose of this paper is to explain the important role of brand and brand loyalty inmarketing activities. This paper also explains the antecedents of brand loyalty. The role of a branddoes not only actas a name, but also increasing the company's competitive advantage. The benefitsof a brand for consumers are, among many others, for emotional, self and social expression,attitudes, values and culture benefits. In the mean time, the role of brand loyalty in marketingis to contribute to the survival of the company, to increase new customer opportunities as well asto reduce marketing costs. To improve a brand loyalty, a companyshould increase its brand trustin advance as it plays an important role in improving brand loyalty. A cpmpany brand trust hastwo dimensions of intention and reliability. Brand affect, on the other hand, is an important forimproving a brand loyalty. Therefore,a company’sbrand trust and brand affect should be improvedfor the brand loyalty to improve as well.Key words : Brand trust, Brand Affect, Brand Loyalty
Co-Authors Mugi Harsono