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

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • Tiara Citra Cyntiya Dewi

    (Universitas Muhammadiyah Surakarta (UMS), Faculty of Economic and Business)

  • Rini Kuswati

    (Universitas Muhammadiyah Surakarta (UMS), Faculty of Economic and Business)

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.

Suggested Citation

  • Tiara Citra Cyntiya Dewi & Rini Kuswati, 2024. "Analysis the Effect of Brand Experience on e-WOM: Brand Love as Mediating," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 270-283, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_24
    DOI: 10.2991/978-94-6463-204-0_24
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