| Summary: | This research is a quantitative study aimed to investigate the effect of brand
love, brand personality, and brand image on word of mouth. This research is a replica
of previous research conducted by Ismail and Spinelli (2012), "Effects of Brand
Love, Personality and Image on Word of Mouth: The Case of Fashion Brands among
Young Consumers". The subject in this research is undergraduate student of
Universitas Gadjah Mada studying in Yogyakarta who has good knowledge towards
apparel fashion brand. The data used in this study is primary data, obtained by
distributing online survey based on purposive sampling method to the criteria of the
respondents whom aged between 16-23 years old with the total sample 150
respondents. The finding of this research explains that brand personality has positive
impact on brand image. Brand personality and brand image have positive impact on
brand love. Lastly, brand personality, brand image, and brand love have positive
impact on word-of-mouth.
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