Analysis the Effect of Brand Experience on e-WOM: Brand Love as Mediating

Tiara Citra Cyntiya Dewi and Rini Kuswati ()
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Tiara Citra Cyntiya Dewi: Universitas Muhammadiyah Surakarta (UMS), Faculty of Economic and Business
Rini Kuswati: Universitas Muhammadiyah Surakarta (UMS), Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 270-283 from Springer

Abstract: Abstract This study aims to analysis the effect of brand experience on e-WOM mediated by brand love. Quantitative is type of this research. 190 respondent are the size of the sample by the population, in this study using famous shoe brand. The type of data used in this research is primary data, data collected by questionnaire method. The data in this research were processed using SEM-PLS analysis technique with software namely SmartPLS 3.0. The outcome of this research are that brand experience has a significant impact on brand love, and brand love has a significant impact on e-WOM, but brand experience has no significant impact on e-WOM. So it can be concluded by indirect effect hypothesis test this brand love is fully mediated the effect experience of the brand towards e-WOM.

Keywords: Brand experience; Brand love; e-WOM; SmartPLS (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-204-0_24

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DOI: 10.2991/978-94-6463-204-0_24

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