Zuhroh, Siti and Zain, Djumilah (2013) Brand Personality Influence, Brand Personality Congruity (Bpc) on Brand Loyalty: A Literature Review. In: PROCEEDING 1 AICMBS 2013, 2013, Malang, Indonesia.
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Abstract
ABSTRACT - Constructing brand loyalty in the competitive busi mess world is vital. Yet, the acces sible competition only focuses on product performance which particularly has same attributes. Thus, advanced technology and resource ability make product gruity on brand loyalty is worthy to study within Indonesian con text. The innovation of study re lates brand personality and brand personality congruence to brand loyalty mediated by integrated value and trust. The study fo cused on developing relationship differentiation performance diffi cult to distinguish. There are ar guments in measuring personal between psychological value and loyalty. This study uses a litera ture method. ,ty content in a brand and limited studies focusing psychological vaiues as well. Further research gap in brand personality influ ence and brand personality con- Keywords: Brand personality, Brand personality congruity, Loyalty, Smartphone
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > HI Management and Auxiliary Services |
| Divisions: | Lecturer Journal |
| Depositing User: | Users 1 not found. |
| Date Deposited: | 11 Oct 2022 05:18 |
| Last Modified: | 11 Oct 2022 05:18 |
| URI: | http://repository.stiedewantara.ac.id/id/eprint/3137 |
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