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

Author

Listed:
  • 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:)

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.

Suggested Citation

  • Vita Briliana, 2018. "The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia," GATR Journals gjbssr521, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr521
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    References listed on IDEAS

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    1. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    2. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
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    More about this item

    Keywords

    Brand Love; Brand Loyalty; Brand Trust; Word-of-mouth.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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