THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND

This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivat...

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Bibliographic Details
Published in:Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Main Authors: Asih Dewi Yuanita, Endy Gunanto Marsasi
Format: Article
Language:Indonesian
Published: Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura 2022-12-01
Subjects:
brand attachment
self-image congruence
hedonic motivation
brand experience
purchase intention
Online Access:https://jurnal.untan.ac.id/index.php/JJ/article/view/57542

Internet

https://jurnal.untan.ac.id/index.php/JJ/article/view/57542

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