Creating Brand Love through Brand Experience: study in Higher Education Institution in Indonesia
Lili Adi Wibowo, Agus Rahayu, Sulastri, Asri Sulastri Apriliyani

Universitas Pendidikan Indonesia

Abstract

This study examines the brand experience of brand love in Higher Education Institution in Indonesia as one of the competitive strategy to improve the college rank. Customer-brand relationship states that brand love will have a good impact on relationships with students, brand loyalty, experiments to choose a new brand and create cost advantage (Fournier, 1994; Fournier, 2012). This study aims to obtain the influence of brand experience on brand love. The type of this research are descriptive and verificative. Using explanatory survey method, sample size of this study is 400 respondents. Data analysis technique using Stuctural Equation Modeling with program AMOS 22.0 for Windows helps. The finding of this research indices that Brand Experience has a significant and positive affect on Brand Love in Indonesia Higher Education Institution

Keywords: Brand Love, Brand Experience, Higher Education Institution

Topic: Marketing Management