Abstract
The aim of this study is to examine the influence of brand anthropomorphism on brand love and its impact on brand loyalty. The study used a quantitative approach with survey methods. The sample in this study amounted to 250 European car users spread across Jakarta, Yogyakarta, Central Java, East Java.The analysis Model in this study will be divided into 3 stages of analysis. The first stage of multiple regression analysis, the second stage of simple regression analysis. The third stage of the moderation test with hierarchical moderated regression Brand anthropomorphism has a positive effect on the formation of brand love. Brand love has a positive effect on brand engagement. For further research it is recommended to add subjective norm variables to this research model.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
