Effect of Brand Attitude, Brand Affect and Brand Characteristic on Consumer Brand Axtention Attitude with Brand Loyalty as Intervening Variable
Pengaruh Brand Attitude, Brand Affect dan Brand Characteristic terhadap Consumer Brand Axtention Attitude dengan Brand Loyalty sebagai Variabel Intervening
DOI:
https://doi.org/10.21070/ups.1207Keywords:
Brand Attitude, Brand Affect, Brand Characteristic, Consumer Brand Axtention Attitude, Brand LoyaltyAbstract
This study aims to determine the effect of brand attitude, brand affect and brand characteristic on consumer brand intention attitude with brand loyalty as an intervening variable on Iphone smartphone products. The research was conducted using a quantitative approach, with a questionnaire as a research instrument. The number of samples analyzed were 400 Iphone users. The results of the study show that brand attitude, brand affect and brand characteristic have a significant effect on consumer brand intention and brand loyalty on Iphone smartphone products. Other results show that indirectly brand attitude, brand affect and brand characteristic have a significant effect on consumer brand intention attitude through brand loyalty on Iphone smartphone products.
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