 Judul :Role of Brand Love and Consumers’ Demographics in Building Consumer–

Brand Relationship

 Model Konseptual :

Variable :
1. Customer statisctation :
Satisfaction from a partner is a vital element for relationship bonds, and it is the
base of every relationship. The conceptualizations of satisfaction have emphasized
in various ways,either as an evaluation process of the customer (Fornell,1992;
Hult et al., 2019),
2. Brand Trust :
Brand trust can be defined as consumers’ willingness to rely on a brand that can
perform according to the expectations regarding its functions(Ledikwe et al.,
2019).
3. Brand Loyalty :
 Brand loyalty plays a vital role in maintaining a valuable link between consumers
and brands (Sultan et al., 2019).
4. Brand love :
Brand love is originated from emotional attachment theories (affection theory) of
consumer behavior (Cho & Hwang, 2020).
5. Brand Equaty :
Aaker (1996) has defined it as “a set of assets (and liabilities) linked to a brand’s
name and symbol that adds to (or subtracts from) the value provided by a product
or service to a firm and that firm’s customers.” Such situations create positive
outcomes for the brand to gain high market share, price premium, mind share,
positive word of mouth, competitive advantage, and many more (Iglesias et al.,
2019; Lee et al., 2011).
Hipotesis :
Hypothesis 1 (H1): Customer satisfaction has a significant relationship with brand
trust.
Hipotesis 1 : Kepuasan pelanggan memiliki signifikan percaya dengan
kepercayaan merek.
Hypothesis 2 (H2): Customer satisfaction has a significant relationship with brand
loyalty.
Hipotesis 2 (H2): Kepuasan pelanggan berpengaruh signifikan hubungannya
dengan loyalitas merek.
Hypothesis 3 (H3): Brand trust has a significant relationship with brand loyalty.
Hipotesis 3 (H3): Kepercayaan merek memiliki hubungan yang signifikan
dengan loyalitas merek.
Hypothesis 4 (H4): Customer satisfaction has a significant relationship with brand
love.
Hipotesis 4 (H4): Kepuasan pelanggan berpengaruh signifikan hubungan dengan
cinta merek.
Hypothesis 5 (H5): Brand trust has a significant relationship with brand love.
Hipotesis 5 (H5): Kepercayaan merek memiliki hubungan yang signifikan
dengan merek cinta.
Hypothesis 6 (H6): Brand love has a significant relationship with brand loyalty.
Hipotesis 6 (H6): Cinta merek memiliki hubungan yang signifikan dengan
loyalitas merek.
Hypothesis 7 (H7) : Brand loyalty has a significant relationship with brand equity.
Hipotesis 7 (H7): Loyalitas merek memiliki hubungan yang signifikan
dengan ekuitas merek.
Hypothesis 8 (H8): Brand love has a significant relationship with brand equity.
Hipotesis 8 (H8): Cinta merek memiliki hubungan yang signifikan dengan ekuitas
merek.
Hypothesis 9 (H9): The relationships of different variables in the model are
moderated by gender.
Hipotesis 9 (H9): Hubungan variabel yang berbeda dalam model dimoderatori
oleh jenis kelamin.
Hypothesis 10 (H10): The relationships of different variables in the model are
moderated by age.
Hipotesis 10 (H10): Hubungan variabel yang berbeda dalam model dimoderatori
oleh usia.