Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands Among Young Consumers

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• 作者：Adilla Anggraeni ; ^{aanggraeni@binus.edu" class="auth_mail" title="E-mail the corresponding author} ; Rachmanita
• 关键词：brand love ; brand personality ; fashion ; local brands ; Indonesia
• 刊名：Procedia - Social and Behavioral Sciences
• 出版年：2015
• 出版时间：25 November 2015
• 年：2015
• 卷：211
• 期：Complete
• 页码：442-447
• 全文大小：248 K

文摘

As the competition of local fashion industry gets fiercer, better strategies for local fashion companies are needed to achieve higher performance in the market. Due to the competitiveness of Indonesian fashion industry, local brands have to be able to be more competitive by establishing strong brand love of the customers as well as brand personality and brand image. The study aims to replicate the study conducted by Ismail and Spinelli (2012) in Indonesian context. Quantitative research was utilised in the study. Questionnaires were distributed to the respondents with knowledge of two local brands; Cotton Ink and Nikiccio.