BRAND TRUST DALAM KONTEKS LOYALITAS MEREK: PERAN KARAKTERISTIK MEREK, KARAKTERISTIK PERUSAHAAN, DAN KARAKTERISTIK HUBUNGAN PELANGGAN-MEREK
Abstract: Brand loyalty
or customer loyalty
is an important
concept for many company, it can brings many benefits for
the company, such as repeat purchase and recommendation of
the brands to
others, and then
can reduce marketing
costs. The existing literature
of brand loyalty
has been focused
on the roles
of customer satisfaction guiding
their subsequent actions. In this context, the shifting emphasis to relational
marketing has devoted a lot of effort to analyze how other constructs such as brand
trust predict future
intentions. Trust in a
brand is important
and is a main
factor in the development of brand loyalty. Factors that can influence trust in
a brand include a number
of brand characteristics, company
characteristics, and consumer-brand haracteristics. Marketers
should, therefore, take
consideration of brand factors in the development of trust in
a brand. The focus of this paper is to discuss factors affecting the
development of trust in a brands, and to represent how that trust affect to
brand loyalty.
Keywords: Brand Loyalty,
Brand Trust, Brand Characteristics, Company Characteristics, Consumer - Brand
Characteristics
Penulis: Rully Arlan Tjahyadi
Kode Jurnal: jpmanajemendd060024
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
