Abstract

http://ssrn.com/abstract=925169
 
 

References (30)



 


 



The Effect of the Relationship of Brand Trust and Brand Affect on Brand Performance: An Analysis from Brand Loyalty Perspective (A Case of Instant Coffee Product in Indonesia)


Rizal Edy Halim


Universitas Indonesia, Graduate School of Management

2006


Abstract:     
Brand that manages to bring a meaningful impression on consumers are more likely to win a special attention. Value-added brands are also more likely to win a distinctive spot in consumers' minds. In addition, brand could affect consumers' brand affection and brand trust. Consumers attempt to choose the brand they want with the consideration of the value of purpose and pleasure (Batra & Athola, 1990), availability, uniqueness, quality (Sheth, 2001), etc. This research is conducted to discover the effect of the relationship of brand trust and brand affect toward brand performance mediated by purchase loyalty and attitudinal loyalty as units of consumer brand loyalty. This research uses one product category (instant coffee), consisting of four brands (Nescafe, Torabika, ABC, and Kapal Api).

Number of Pages in PDF File: 15

Keywords: Brand Affect, Brand Trust, Brand Loyalty

working papers series


Download This Paper

Date posted: August 18, 2006  

Suggested Citation

Halim, Rizal Edy, The Effect of the Relationship of Brand Trust and Brand Affect on Brand Performance: An Analysis from Brand Loyalty Perspective (A Case of Instant Coffee Product in Indonesia) (2006). Available at SSRN: http://ssrn.com/abstract=925169 or http://dx.doi.org/10.2139/ssrn.925169

Contact Information

Rizal Edy Halim (Contact Author)
Universitas Indonesia, Graduate School of Management ( email )
Depok, West Java 16424
Indonesia

Feedback to SSRN


Paper statistics
Abstract Views: 8,989
Downloads: 2,454
Download Rank: 2,329
References:  30

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo8 in 0.500 seconds