Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands among Young Consumers

被引：31

作者：

Anggraeni, Adilla ^{[1
]}

Rachmanita ^{[1
]}

机构：

[1] Bina Nusantara Univ, Binus Business Sch, Jalan Hang Lekir 1 6, Jakarta 10270, Indonesia

来源：

2ND GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES (GCBSS-2015) ON MULTIDISCIPLINARY PERSPECTIVES ON MANAGEMENT AND SOCIETY | 2015年 / 211卷

关键词：

brand love; brand personality; fashion; local brands; Indonesia; ANTECEDENTS; GENERATION; DIMENSIONS; FRAMEWORK;

D O I：

10.1016/j.sbspro.2015.11.058

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

As the competition of local fashion industry gets fiercer, better strategies for local fashion companies are needed to achieve higher performance in the market. Due to the competitiveness of Indonesian fashion industry, local brands have to be able to be more competitive by establishing strong brand love of the customers as well as brand personality and brand image. The study aims to replicate the study conducted by Ismail and Spinelli (2012) in Indonesian context. Quantitative research was utilised in the study. Questionnaires were distributed to the respondents with knowledge of two local brands; Cotton Ink and Nikiccio. (C) 2015 The Authors. Published by Elsevier Ltd.

引用

页码：442 / 447

页数：6

共 39 条

[1] Dimensions of brand personality [J].

Aaker, JL .

JOURNAL OF MARKETING RESEARCH, 1997, 34 (03) :347-356

[2] When consumers love their brands: Exploring the concept and its dimensions [J].

Albert, Noel ;

Merunka, Dwight ;

Valette-Florence, Pierre .

JOURNAL OF BUSINESS RESEARCH, 2008, 61 (10) :1062-1075

[3]

Albert N, 2013, J CONSUM MARK, V30, P258, DOI 10.1108/07363761311328928

[4]

[Anonymous], 2002, J SERV MARK, DOI DOI 10.1108/08876040210427236

[5] The identity salience model of relationship marketing success: The case of nonprofit marketing [J].

Arnett, DB ;

German, SD ;

Hunt, SD .

JOURNAL OF MARKETING, 2003, 67 (02) :89-105

[6] Brand Love [J].

Batra, Rajeev ;

Ahuvia, Aaron ;

Bagozzi, Richard P. .

JOURNAL OF MARKETING, 2012, 76 (02) :1-16

[7] POSSESSIONS AND THE EXTENDED SELF [J].

BELK, RW .

JOURNAL OF CONSUMER RESEARCH, 1988, 15 (02) :139-168

[8]

Biel A., 1993, BRAND EQUITY ADVERTI, P67

[9]

Bouhlel Olfa, 2011, INT J BUSINESS MANAG

[10]

Bridson K., 2010, BRAND LOVE BRAND IMA

← 1 2 3 4 →