Peran Risk Aversion sebagai Mediator dalam Hubungan antara Parent Brand Loyalty dan Brand Extension Loyalty

Peran Risk Aversion sebagai Mediator dalam Hubungan antara Parent Brand Loyalty dan Brand Extension Loyalty

This paper is aimed to examine the effect of parent brand loyalty to brand extension loyalty, vice versa, also role of parent brand association as moderator and risk aversion as mediator in the relationship of parent brand loyalty and brand extension loyalty. This paper utilizes conclusive research...

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Bibliographic Details
Main Authors: Veronica Jenny Tanzil, Aprihatiningrum Hidayati
Format: Article
Language:English
Published: Research Center and Case Clearing House, Sekolah Tinggi Manajemen PPM 2022-07-01
Series:Journal of Management and Business Review
Subjects:
parent brand association, parent brand loyalty, brand extension loyalty, risk aversion, umbrella branding, path analysis, moderated regression analysis
Online Access:https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/248

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