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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 11 Issue 6 pp. 1939-1948 , 2021

Assessing the direct influencers of brand loyalty: An investigation of chemical industry in the developing country of Indonesia Pages 1939-1948 Right click to download the paper Download PDF

Authors: Andreas Samudro, Vonny Susanti

DOI: 10.5267/j.msl.2021.1.007

Keywords: Brand quality, Brand associations, Customer satisfaction, Perceived value, Switching costs, Personal relationship, Environmental concerns, Brand loyalty

Abstract: This paper aims to analyze the most relevant direct-antecedents of brand loyalty in the chemical emulsion industry. The purpose of the study is to find the crucial antecedents for chemical buyers; therefore, the paper contributes to business practitioners in managing customer loyalty, particularly in the chemical emulsion industry. Some hypotheses are exercised to get the finding, and this research employs the SEM-Lisrel 8.70 software program to process a total of 140 samples from the field. The respondent's industries are varied, such as coating, paper, textile, wood panel, putty, printing, and furniture. The main finding is the buyer's concern with products, services, and satisfaction; rational quality aspects become a brand identity. Images and activities associated with the brand do not affect loyalty.

How to cite this paper
Samudro, A & Susanti, V. (2021). Assessing the direct influencers of brand loyalty: An investigation of chemical industry in the developing country of Indonesia.Management Science Letters , 11(6), 1939-1948.

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Journal: Management Science Letters | Year: 2021 | Volume: 11 | Issue: 6 | Views: 1713 | Reviews: 0

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