This study aims to analyze the influence of brand image, awareness and trust on loyalty grab bike users. Maintaining customer become focus this since it is a crucial aspect any company, including online transportation company survive in tight competition. research quantitative study, using sample 75 users as respondents, who represent area Jakarta, Bogor, Depok, Bekasi population study. The dat...

Background. Brand Personality (BP) is one of the most commonly used concepts in marketing literature, and academicians and marketers believe in its benefits. Today, brand personality plays an important role in strategic management and it is considered as one of the most important tactics of an organization to gain a Competitive Advantage (CA). Objectives. This paper aims to investigate the fac...

This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search for partnerships with each other. It turns out that the brand use can be valuable to consumers for communication even when they do not have the prop...

Brand loyalty consists of a consumer's commitment to repurchase or otherwise continue using a given brand and is demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy. Standard models of the emergence of brand loyalty consider the behavior of autonomous individuals who are essentially reacting to the objective attributes of the brand...