THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES
This research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebri...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2021-02-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2086 |
| _version_ | 1818879224958681088 |
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| author | Kardina Yudha Parwati Fatchur Rohman Astrid Puspaningrum |
| author_facet | Kardina Yudha Parwati Fatchur Rohman Astrid Puspaningrum |
| author_sort | Kardina Yudha Parwati |
| collection | DOAJ |
| description | This research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebrity endorsement, brand attitude, and brand loyalty. Besides, this research analyzes the role of brand attitude as the mediating variable of the relationship between self-congruity and celebrity endorsement toward brand loyalty. This research contribution is giving additional insight into the relationship between variables on the Cognition-Affect-Behavior Paradigms. |
| first_indexed | 2024-12-19T14:26:41Z |
| format | Article |
| id | doaj.art-c8caaf0847744c04b04e916481be00ba |
| institution | Directory Open Access Journal |
| issn | 1693-5241 2302-6332 |
| language | English |
| last_indexed | 2024-12-19T14:26:41Z |
| publishDate | 2021-02-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj.art-c8caaf0847744c04b04e916481be00ba2022-12-21T20:17:36ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322021-02-0119110.21776/ub.jam.2021.019.01.141255THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLESKardina Yudha Parwati0Fatchur Rohman1Astrid Puspaningrum2Universitas Muhammadiyah Malang, IndonesiaFaculty of Economics and Business, Universitas BrawijayaFaculty of Economics and Business, Universitas BrawijayaThis research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebrity endorsement, brand attitude, and brand loyalty. Besides, this research analyzes the role of brand attitude as the mediating variable of the relationship between self-congruity and celebrity endorsement toward brand loyalty. This research contribution is giving additional insight into the relationship between variables on the Cognition-Affect-Behavior Paradigms.https://jurnaljam.ub.ac.id/index.php/jam/article/view/2086self-congruitycelebrity endorsementbrand attitudebrand loyalty |
| spellingShingle | Kardina Yudha Parwati Fatchur Rohman Astrid Puspaningrum THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES Jurnal Aplikasi Manajemen self-congruity celebrity endorsement brand attitude brand loyalty |
| title | THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES |
| title_full | THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES |
| title_fullStr | THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES |
| title_full_unstemmed | THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES |
| title_short | THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES |
| title_sort | effect of self congruity and celebrity endorsement on brand loyalty with brand attitude as a mediation variables |
| topic | self-congruity celebrity endorsement brand attitude brand loyalty |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2086 |
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