The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia

Vita Briliana ()
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Vita Briliana: Trisakti School of Management, Indonesia Author-2-Name: Nurti Widayati Author-2-Workplace-Name: Trisakti School of Management, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in Indonesia. Methodology/Technique - This research uses a purposive sampling technique to select 380 GO-JEK users. Partial least square version 3.0 analysis was used to analyze the data collected through the questionnaires. Findings - The study reveals that brand love, brand trust and brand loyalty have a positive in?uence on word-of-mouth advertising. Novelty - Brand love strongly influences brand trust, followed by brand loyalty and word-of-mouth.

Keywords: Brand Love; Brand Loyalty; Brand Trust; Word-of-mouth. (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Pages: 7
Date: 2018-12-07
New Economics Papers: this item is included in nep-ipr, nep-sea and nep-tre
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Published in Global Journal of Business and Social Science Review, Volume 6, Issue 4.

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