The Effect of Cause Brand Fit on Brand Credibility through Altruistic Attribution and Moderated by Altruistic Value

Trimarjono, Adrianto The Effect of Cause Brand Fit on Brand Credibility through Altruistic Attribution and Moderated by Altruistic Value. Atlantis Press. (Unpublished)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
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	13 Mar 2024 07:15
Last Modified:	13 Mar 2024 07:15
URI:	http://erepository.uwks.ac.id/id/eprint/17558

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