The Effect of Behavioral Brand Loyalty on Purchase Intention and Word-of-mouth-Using Crown Café as an Example

Abstract

The primary objective of this study was to examine the effect of behavioral brand loyalty on purchase intention and word-of-mouth. A research design was employed to gather data from existing customers in the Crown Cafe, followed by an application of Structural Equation Modeling (SEM) to reveal the relationships between behavioral brand loyalty and purchase intention and between behavioral brand loyalty and word-of-mouth as well. The result of this study found that behavioral brand loyalty had positively significant effect on both purchase intention and word-of-mouth. It was strongly suggested that marketers should pay more attention to the measurement of behavioral brand loyalty since the behavioral brand loyalty can serve as an indicators of purchase intention and word-of-mouth.