Explanatory Study Brand Personality On Brand Commitment Garda Oto Insurance Surabaya

Wijaya, Liman and Ernawati, Endang and Rahardja, Christina (2012) Explanatory Study Brand Personality On Brand Commitment Garda Oto Insurance Surabaya. In: Proceeding The 9th International Annual Symposium On Management: Innovation and Best Practices in Business Management: " How to Enhance Organizational Effectiveness on Free Trade Area in Asia?". Departement of Management, Faculty of Business and Economics Universitas Surabaya, Surabaya, p. 8. ISBN 978-979-99365-6-1

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Abstract

This study aim to test direct and indirect influence between brand personality to brand trust, brand attachment and brand commitment; brand trust to brand attachment and brand commitment; brand attachment to brand commitment on motor vehicle insurance Garda Oto in Surabaya. This study using Structural Equation Modeling (SEM) AMOS is a set of statistical techniques that allow testing of a series of relatively pure relationship "complicated" simultaneously composed of Measurement Model and Structural Model. In measurement Model will be seen validity of the data that has been made while the Structural Model will be seen the degree of influence of each variable studied and goodness of fit of the model used in this study. The number of samples in this study was 140 respondents. This study showed there is an influence between brand personality to brand trust, brand attachment and brand commitment; brand trust to brand attachment; brand attachment to brand commitment on motor vehicle insurance Garda Oto in Surabaya. While influence between brand trust and brand attachment rejected.

Item Type: Book Section
Uncontrolled Keywords: brand personality, brand trust, brand attachment, brand commitment.
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: 15 Oct 2020 06:58
Last Modified: 13 Apr 2021 14:57
URI: http://repository.ubaya.ac.id/id/eprint/38193

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