CAUSE BRAND FIT PENGARUHNYA TERHADAP LOYALITAS MEREK MELALUI KREDIBILITAS MEREK DAN ALTRUISTIC ATTRIBUTION

Trimarjono, Adrianto CAUSE BRAND FIT PENGARUHNYA TERHADAP LOYALITAS MEREK MELALUI KREDIBILITAS MEREK DAN ALTRUISTIC ATTRIBUTION. LPPM Universitas Wijaya Kusuma Surabaya. (Unpublished)

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Abstract

To achieve the success of the Cause-Related Marketing (CrM) program the company must adjust the brand to the appropriate social activities so that customers can assess the suitability of the brand with the social activities it creates (the cause of brand fit). This study aims to examine the effect of cause brand fit on brand loyalty through brand credibility and altruistic attribution. This study develops and expands the existing marketing activity program in Alcaniz's research, expanding on the formation of loyal customers in implementing the CrM program. The research was conducted on Aqua consumers in East Java using a purposive sampling technique. To test the hypothesis, a structural equation model (SEM) was used with the Amos version 20 program. Samples were taken from 200 consumers of Aqua mineral water in East Java. These findings reveal that respondents support the Aqua program by purchasing it to improve disadvantaged areas that lack clean water. The findings further show that CrM variables such as the cause of brand fit, and altruistic attributions influence consumer loyalty to the CrM campaign, which in turn influences them to pay extra money for the product. The managerial implication of this research is that the marketing communication and CrM program of Aqua company should be made to touch consumers' emotions so that they are interested in participating in the program. Keywords: cause brand fit; brand credibility; altruistic attribution; brand loyalty

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/17556

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