Title: THE EFFECT OF BRAND COMMUNITY IDENTIFICATION ON THE ANTECEDENTS OF BRAND LOVE AND BRAND COMMITMENT: A STUDY OF THE JUVENTUS CLUB INDONESIA COMMUNITY

Authors: I PUTU SEPTIAN ADI PRAYUDA

Item Type: Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The purpose of this study was to determine the effect of brand community identification on brand identification and brand trust, the effect of brand identification and brand trust on brand love, the effect of brand love on brand commitment, the effect of brand identification and brand trust on brand commitment. The population in this study were all members of the Juventus Club Indonesia community. The members in question are people who join Juventus Club Indonesia and have a membership card for the community. The number of samples in this study was 138 respondents. The analysis technique used was Structural Equation Modeling (SEM) using the AMOS 22.0 program. The results showed a significant influence between the variables of brand community identification, brand identification, brand trust, brand love, and brand commitment. An insignificant effect occurred in the relationship between brand trust and brand commitment due to the belief of community members that it is unlikely that the Juventus football club will no longer exist. This causes the relationship with the level of feeling to maintain a relationship with the Juventus football club to be insignificant.

Keywords: Brand community identification, brand identification, brand trust, brand love, brand commitment, Juventus Club Indonesia

Sources: http://repository.unair.ac.id/61101/