Uniqlo Fashion Brands: The Role of Brand Love and The Impact of Brand Personality on Consumer Behavior

Authors

  • Richard Kianindra Universitas Surabaya

DOI:

https://doi.org/10.33096/jmb.v9i2.299

Keywords:

Brand personality, Brand Love, Brand loyalty, positive word of mouth, resistance to negative information, willingness to pay more, self-disclosure, active engagement

Abstract

This study investigates the effect brand personality and brand love on brand loyalty, positive word of mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagmenet in fashion brand uniqlo. Data processing in this research using Structural Equation Model (SEM) and AMOS operated by Statistical Package for Social Sciences (SPSS) versi 18 dan Lisrel 8.7 for windows software. Respondents were taken from customers of fashion brand unuqlo in the city of Surabaya who had bought and use the brand's products.

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References

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Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of Brand Personality on Consumer Behavior: The Role of Brand Love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30–47. https://doi.org/10.1108/jfmm-07-2018-0091

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Ismail, A.R. and Spinelli, G. (2012), “Effects of brand love, personality and image on word of mouth: the case of fashion brands among young consumers”, Journal of Fashion Marketing and Management, Vol. 16 No. 4, pp. 386-398.

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Published

2022-09-30

Issue

Vol. 9 No. 2 (2022): September

Section

Articles

License

Copyright (c) 2022 Jurnal Manajemen Bisnis

Creative Commons License

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

How to Cite

Uniqlo Fashion Brands: The Role of Brand Love and The Impact of Brand Personality on Consumer Behavior. (2022). Jurnal Manajemen Bisnis, 9(2), 327-334. https://doi.org/10.33096/jmb.v9i2.299