Connectivity Emotional Brand, Brand Love, Bridging Transition Process from Satisfaction to Loyalty (Evidenced from Samsung)

Συγγραφείς

  • John Tampil Purba Universitas Pelita Harapan
  • Sylvia Samuel Universitas Pelita Harapan
  • Diego Universitas Pelita Harapan
  • Hardi Basoeki Universitas Pelita Harapan
  • Song Yup Lee Universitas Pelita Harapan

Λέξεις-κλειδιά:

Brand Satisfaction, Brand Love, Emotional Brand Attachment, Brand Loyalty, Customer Loyalty

Περίληψη

This study aims to analyze the positive effects of brand satisfaction, brand love, and emotional brand attachment on brand loyalty and customer loyalty. The research was conducted over four months, from August to November 2021, using a quantitative approach through online questionnaires distributed via Google Forms. A total of 300 respondents participated in this study. Data analysis was performed using SPSS and SEM AMOS software. The results indicate that all six proposed hypotheses are statistically significant. Brand satisfaction, brand love, and emotional brand attachment positively influence brand loyalty. Furthermore, brand satisfaction, brand loyalty, and emotional brand attachment also have a positive impact on customer loyalty. These findings highlight the importance of emotional and experiential factors in building long-term relationships between brands and consumers.

Αναφορές

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Λήψεις

Δημοσιευμένα

2025-12-10

Τεύχος

Τόμ. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)

Ενότητα

Articles

Άδεια

Creative Commons License

Αυτή η εργασία είναι αδειοδοτημένη υπό το CC Αναφορά Δημιουργού – Μη Εμπορική Χρήση – Παρόμοια Διανομή 4.0.