The purpose of this research is to examine whether 1) Brand experience and brand image can predict loyalty Mc Donald’s in Jakarta. 2) trust 3) 4) mediates the prediction on population study are all people who have consumed McDonald's fast food sample used was 150 respondents. . Non-probability sampling technique for data collection method convenience sampling. result positively product Image ca...

Brand loyalty or customer is an important concept for many companies that can bring benefits to the company, such as repeated purchases and recommendations of brand others, which then reduce marketing costs. This paper aims test analyze influence image, love, trust on loyalty. The sample technique used in this study a nonprobability sampling purposive technique. A total 257 pieces data were ana...

This research aims to identify the influence of Victoria’s Secret’s rebranding brand loyalty by assessing its trust, prestige, and love. was conducted using a quantitative approach through an online survey descriptive statistics with PLS- SEM analyze data. The results show that Victoria's image has positive on love; trust in does not have effect loyalty, prestige love loyalty.

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

Brand elements, including: brand name, logo, slogan, colors, jingles and characters, can be considered as important determinants of brand awareness and brand image (Keller 1998; Schmitt 2000). In this study we investigate the effects of logo design characteristics on brand recognition and effect in the Chilean market. The overall conclusion is that the logo design characteristics (harmony, para...

Until recently, brand identities were built by the firms via brand-image advertising. However, the flourishing of consumer communication weakened the grip of firms on their brands. The interaction between advertising and consumer communications and their joint impact on brand identity is the focal point of this paper. We present a model in which consumer preference for functional attributes may...