The Causality of Brand Experience, Continuance Commitment and Affective Behavior Towards Brand Loyalty on Building A Single Brand Personal Device Environment

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Buwono, Muhammad Dzikri Tesla (2020) The Causality of Brand Experience, Continuance Commitment and Affective Behavior Towards Brand Loyalty on Building A Single Brand Personal Device Environment. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

[img] Text
THE CAUSALITY OF BRAND EXPERIENCE, CONTINUANCE COMMITMENT AND AFFECTIVE BEHAVIOR TOWARDS BRAND LOYALTY ON BUILDING A SINGLE BRAND PERSONAL DEVICE ENVIRONMENT--187.pdf
Restricted to Registered users only
Download (2MB)

Abstract

The growing market for personal devices has risen the focus of brands to provide a broader line of products of gadgets to be sold to consumers. Personal devices are the digital tools of productivity and is inseparable to their users in the current world that is transforming towards the digital age. The purpose of this paper is to study the relationship between Brand Experience, Continuance Commitment, Affective Behavior and brand loyalty. A survey based quantitative approach is conducted to test the hypotheses of the theories within the personal devices industry. These variables have already been studied to have connections towards brand loyalty. To asses this issue, this quantitative research analyzed the relationships of the variables by surveying 150 consumers who has experiences of making their own decision when they purchased personal devices. The findings of this research indicate that Continuance Commitment and Affective Behavior has a significant and positive impact towards brand loyalty, while brand experience by itself does not prove to have a significant positive impact towards brand loyalty. Based on the findings of this research the author expects this research to contribute towards future researches that observes similar variables and their relationship. And this research also offers additional guidelines to managers on how to improve and preserve brand loyalty Keywords: Brand Experience, Continuance Commitment, Affective Behavior, Brand loyalty, SPSS

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 02 Feb 2021 06:24
Last Modified: 22 Nov 2021 04:48
URI: http://repository.ipmi.ac.id/id/eprint/1080

Actions (login required)

View Item View Item