Meiske, Meiske and Balqiah, Tengku (2019) How to Build Word of Mouth: The Role Brand Personality, Brand Love and Brand Loyalty. In: Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia.
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Abstract
This research empirically tests the impact of five brand personality dimensions (sincerity, excitement, competence, sophistication and ruggedness) on brand love, store brand loyalty and positive word of mouth. We focused on online retailers in Indonesia. The proposed model is tested using structural
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 12:18 |
| Last Modified: | 17 Apr 2026 14:03 |
| URI: | http://eprints.eai.eu/id/eprint/23805 |
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