THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MEDIATION EFFECT OF BRAND-VALUE CONSCIOUSNESS TOWARDS ADIDAS BRAND IN INDONESIA

THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MEDIATION EFFECT OF BRAND-VALUE CONSCIOUSNESS TOWARDS ADIDAS BRAND IN INDONESIA

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is h...

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Bibliographic Details
Main Authors: Archie Edrick Hermanus, Silvia Margaretha, Indrarini .
Format: Article
Language:English
Published: Department of Management, Faculty of Economics and Business, Universitas Surabaya 2018-10-01
Series:Manajemen dan Bisnis
Subjects:
social media marketing
brand loyalty
brand consciousness
value consciousness
Online Access:https://www.journalmabis.org/mabis/article/view/281

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