Sutrisno, Ferdinandus Yohanes Nugraha and Margaretha, Silvia and Rahardja, Christina (2017) The Effect of Brand Authenticity Toward Brand Trust Hatten Wines in Surabaya. In: 14th International Annual Symposium on Management (14th Insyma), March 3rd – 4th, 2017, Aston Tanjung Pinang Hotel and Conference Center.
Preview |
PDF
Silvia Margaretha_The Effect of Brand Authenticity_INSYMA 14_2017.pdf Download (7MB) | Preview |
Abstract
This study aimed to examine the effect of Brand Authenticity Hatten Wines to brand trust customer Hatten Wines in Surabaya. This study uses a quantitative approach, in which a sample of responden who had drink Hatten Wines Source data used are primary data is by distributing questionnaires. Respondents in this research were 240 people. In this study, data was analyzed using SEM (Structural Equation Modeling) with software called AMOS 18. The results of this study showed that brand individuality,brand consistency and brand consistency have a significant positive effect to brand authenticity. Then, brand authenticity have a significant positive effect to brand trust.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Brand Identity, Brand Trust, Authentic Brand, Brand Autenticity |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Ester Sri W. 196039 |
| Date Deposited: | 02 Jul 2019 09:17 |
| Last Modified: | 31 Mar 2022 08:25 |
| URI: | http://repository.ubaya.ac.id/id/eprint/34940 |
Actions (login required)
 |
View Item |
