The Effect of Brand Authenticity Toward Brand Trust Hatten Wines in Surabaya

Sutrisno, Ferdinandus Yohanes Nugraha and Margaretha, Silvia and Rahardja, Christina (2017) The Effect of Brand Authenticity Toward Brand Trust Hatten Wines in Surabaya. In: Proceeding The 14th UBAYA International Annual Symposium on Management: A Big Push to A World-Class Tourism: Strategic Analysis & Opportunities. Departement of Management, Faculty of Business & Economics, University of Surabaya, Surabaya, p. 54. ISBN 978-602-73852-1-4

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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: Book Section
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: 13 Apr 2021 14:49
URI: http://repository.ubaya.ac.id/id/eprint/34940

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