Search published articles


Showing 2 results for Brand Loyalty
Do Corporate Social Responsibility, Service Quality and Customer Satisfaction Influence Brand Loyalty?
Diena Dwidienawati, Deborah Audreylia Kusuma, Herlin Kartini, Jesslyn Johanna Wijaya,
Volume 33, Issue 2 (6-2022)
Abstract
The Coronavirus (Covid-19) has become a threat to the world. The government has implemented various policies to prevent its spread, such as self-isolation, social distancing, etc. The regulation turned out to pose a big threat to many companies, especially in the retail sector. To survive in a pandemic, the company needs to ensure brand loyalty as an important factor in maintaining company stability. This study aims to determine the effect of Corporate Social Responsibility, Service Quality, Customer Satisfaction on Brand Loyalty, and the effect of Service Quality on Customer Satisfaction in coffee shop brands from the US. The method used is descriptive quantitative with 100 respondents from Greater Jakarta. The findings show that Corporate Social Responsibility and Service Quality do not directly influence Brand Loyalty, while Customer Satisfaction has a positive and significant relationship with Brand Loyalty. Meanwhile, Service Quality affects Customer Satisfaction positively and significantly.
Antecedents of Brand Loyalty Using Brand Personality as a Moderator in Social Media Brand Communities
Ayesha Sharif, Zuraidah Sulaiman, Asim Ali Chaudhry,
Volume 33, Issue 3 (9-2022)
Abstract
Brand loyalty is driven by share, comments, online review, like, and dislike on the social media platform of specific brands. The study empirically assessed with the influence of the dimensions of brand's personality as a moderator on SMBC and brand loyalty among customers’ popular fashion brands. The Aaker Brand Personality Scale used to measure the personality of fashion brands. Online brand personality can exist in the same way as offline brands. This means that social media has brand personalities, and these can influence consumer perceptions in different ways. This research utilized a quantitative approach in which questionnaires was distributed to SMBC users as the research population. The research was performed Structural Equation Modeling using IBM SPSS Statistics 23 software and Smart PLS 3.2.9 to analyze the data. The findings were help brands to make marketing plans to influence any type of unsatisfactory situations.
 
Page 1 from 1