DIJB (Diponegoro International Journal of Business)
Vol 5, No 2 (2022)

The influence of Victoria’s Secret new brand image in generating brand trust, brand prestige, brand love, and brand loyalty

Zakiyah Artanti Ratnadewi (School of Business and Management, Institut Teknologi Bandung)
Fitri Aprilianty (School of Business and Management, Institut Teknologi Bandung)
Annisa Rahmani Qastharin (School of Business and Management, Institut Teknologi Bandung)
Nurfaisa Hidayanti (School of Business and Management, Institut Teknologi Bandung)

Article Info

Publish Date
31 Dec 2022

Abstract

This research aims to identify the influence of Victoria’s Secret’s rebranding of brand loyalty by assessing its brand trust, brand prestige, and brand love. This research was conducted using a quantitative approach through an online survey and descriptive statistics with PLS- SEM to analyze the data. The results show that Victoria's Secret’s rebranding brand image has a positive influence on brand trust, brand prestige, and brand love; brand trust in Victoria’s Secret’s rebranding brand image does not have a positive effect on brand loyalty, and brand prestige and brand love of Victoria’s Secret’s rebranding brand image has a positive effect on brand loyalty.

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Journal Info
DIJB (Diponegoro International Journal of Business)
Website

Abbrev

ijb

Publisher

Universitas Diponegoro

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Diponegoro International Journal of Business (DIJB) is a biannually peer-reviewed journal issued by Department of Management, Faculty of Economics and Business, Universitas Diponegoro. DIJB aims to be the media for publishing empirical issues related to business studies. DIJB invites manuscripts in ...