DO BRAND IMAGE AND BRAND AWARENESS EXIST BRAND LOYALTY?
Rahyuniati Setiawan (a*), Ratih Hurriyati (b), Agus Rahayu (c)
Universitas Pendidikan Indonesia (a*), Universitas Pendidikan Indonesia (b), Universitas Pendidikan Indonesia (c)
rahyu[at]uniga.ac.id(*)
Abstract
Brand image and brand awareness play a central role in customers purchase-decision making. The purpose of this study is to examine the influence of brand image and brand awareness on brand loyalty. Data were collected through a survey on 133 sport motorcycle enthusiasts in Indonesia. The results revealed that brand image and brand awareness had positive influence on brand loyalty. This may imply that sport motorcycle companies should strive to establish brand image and brand awareness to promote brand loyalty.
Keywords: brand image, brand awareness, brand loyalty
Topic: Marketing Management