Brand loyalty as a mediator of the relationship between brand trust and brand performance
The purpose of this study is to test and develop a brand trust model with brand loyalty as a mediator of the relationship between brand trust and brand performance on Pond’s cleansing detergent in the Faculty of Economics, Jenderal Soedirman University, Indonesia. A random sampling technique was u...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/11000/1/CR168.pdf http://repo.uum.edu.my/11000/ http://www.kmice.uum.edu.my |
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| Summary: | The purpose of this study is to test and develop a brand trust model with brand loyalty
as a mediator of the relationship between brand trust and brand performance on Pond’s
cleansing detergent in the Faculty of Economics, Jenderal Soedirman University, Indonesia. A random sampling technique was used on 105 usable questionnaires and data was analyzed by Structural Equation Model (SEM).Statistically, the results confirmed
that brand trust positively influenced on the
purchase loyalty and the attitudinal loyalty.
Consequently, two aspects of brand loyalty namely the purchase loyalty and the attitudinal loyalty positively influenced the brand performance |
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