The Role of Brand Love toward Brand Loyalty on Automotive Products

Yusniar, Jasman J. Ma’ruf, Sulaiman, Permana Honeyta Lubis

2018

Abstract

There has been a growing research interest in the area of brand loyalty. Despite strong attention to brand loyalty in the marketing literature, it looks like there has not been a clear-cut way of defining concepts. Some previous research concludes that to increase brand loyalty, it can be done through brand image. (Durrani, 2003, Dhillon, 2033, Nandan, 2005,). One example is Durrani's (2003) study which states that consumers who have positive image in a brand will be more likely to repeat purchase. However, most other researchers argue that to increase brand loyalty, must have an emotional attachment to the brand. This factor is called brand love (Carrol and Ahuvia, 2006, Maztler 2006, Albert, 2008, Batra, 2012, Sarkar, 2014, Munnuka, 2010). On that statement it can be concluded that brand love has become the most important part that must be realized by many industries and companies because brand love can build consumer attachment to the brand. This research aims to explore the relationship between antecedents of brand love and relationship to brand loyalty through brand love.

Paper Citation

in Harvard Style

Yusniar., Ma’ruf J., Sulaiman. and Lubis P. (2018). The Role of Brand Love toward Brand Loyalty on Automotive Products. In Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology - Volume 1: ICEST, ISBN 978-989-758-496-1, pages 513-517. DOI: 10.5220/0010045705130517

in Bibtex Style

@conference{icest18,
author={Yusniar and Jasman J. Ma’ruf and Sulaiman and Permana Honeyta Lubis},
title={The Role of Brand Love toward Brand Loyalty on Automotive Products},
booktitle={Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology - Volume 1: ICEST,},
year={2018},
pages={513-517},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010045705130517},
isbn={978-989-758-496-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology - Volume 1: ICEST,
TI - The Role of Brand Love toward Brand Loyalty on Automotive Products
SN - 978-989-758-496-1
AU - Yusniar.
AU - Ma’ruf J.
AU - Sulaiman.
AU - Lubis P.
PY - 2018
SP - 513
EP - 517
DO - 10.5220/0010045705130517