The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth

• 발행기관: 한국유통과학회
• 저자명: Tri Cuong DAM
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.11, 449~457쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.11.30

영문 초록

This study’s purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5= completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach’s alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.

목차

1. Introduction

2. Literature Review and Research Hypotheses

3. Research Methodology

4. Results and Discussion

5. Conclusions and Limitations

References

키워드

Brand Image Brand Love Brand Commitment Positive Word of Mouth