Trimarjono, Adrianto (2019) The Effect of Cause Brand Fit on Brand Credibility through Altruistic Attribution and Moderated by Altruistic Value. Advances in Economics, Business and Management Research. (Unpublished)
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Abstract
This study aims to examine the effect of cause brand fit on brand credibility through altruistic attribution and moderated by altruistic value. The research was conducted on aqua consumers in East Java by using purposive sampling technique. To test the hypothesis used Moderating Regression Analysis (MRA) with the program SPSS ver 23. The result of research shows that the cause of brand fit has significant effect on brand credibility, altruistic attribution has significant effect on brand credibility, altruistic value has an effect on brand credibility but does not moderate the relationship between brand fit and brand credibility. Keywords—cause brand fit; altruistic value; altruistic attribution; brand credibility
Item Type: | Other |
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Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Faculty of Economic and Business > Accounting Study Program |
Depositing User: | Sulimin BP3 |
Date Deposited: | 26 Jun 2023 02:49 |
Last Modified: | 26 Jun 2023 02:49 |
URI: | http://erepository.uwks.ac.id/id/eprint/14941 |
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