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

Abstract

Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to accomplish
this is to match the consumer’s self with brand’s personality and the consumer’s 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 brand’s personality
for consumers’ emotional brand attachment and brand loyalty are positive and significant. On a general level,
brand’s 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.