KEPRIBADIAN MEREK DAN IKATAN EMOSIONAL MEREK TERHADAP LOYALITAS MEREK TABUNGAN BANK UMUM SYARIAH

Sri Wahyuni

Abstract


Creating emotional brand attachment is a key branding issue in todays marketing world. One way to accomplish
this is to match the consumers self with brands personality and the consumers loyalty. This study
examines the influence of brand personality, brand attachment toward brand loyalty in sharia banking in
Indonesia. This quantitative research conducted on November 2013 until January 2014. On the basis of
empirical study of 8 sharia banking brands, the research were evaluated by 277 customers of sharia banking in
5 big cities in Indonesia. Data were collected by a ten point Likert scale questionnaire consisting of statements
about of brand personality, brand attachment toward brand loyalty. The data were analysed by Structural
Equation Modeling using AMOS. The findings of the study show that the implications of brands personality
for consumers emotional brand attachment and brand loyalty are positive and significant. On a general level,
brands personality has the greatest impact on emotional brand attachment. The authors discuss limitations of
the scale and the boundary conditions important managerial and academic implications of these findings.

Keywords


brand personality, brand attachment, brand loyalty

Full Text: pdf

Refbacks

  • There are currently no refbacks.





WhatsApp Image 2019-06-12 at 16.37.31WhatsApp Image 2020-01-06 at 15.29.25.jpeg


Journal of Finance and Banking

Diploma Program of Banking and Finance
Faculty of Economics and Business University of Merdeka Malang

Mailing Address:

2nd-floor Banking and  Finance Building, Terusan Raya Dieng Street No.57 Malang, 65146, East Java, Indonesia
Phone/WhatsApp: +628123321664; Fax. +62 341 580511
Email: jkpunmermlg@yahoo.com


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.