PENGARUH BRAND SIGNATURE DAN BRAND FAMILIARITY TERHADAP BRAND ATTITUDE
DOI:
https://doi.org/10.26740/jim.v11n1.p41-50Kata Kunci:
Brand, Brand Attitude, Brand Familiarity, Brand SignatureAbstrak
This study aims to examine how brand familiarity and brand signature affect brand attitude. The knowledge gap in this study's research pertains to brand signature and familiarity with brand attitudes. Since there has never been research on brand signature and familiarity, this study fills a novelty gap in the field. The quantitative descriptive approach is used in this study. using purposive sampling as a sample method. Primary and secondary data are the sources used. 107 Scarlett brand customers participated in the study as respondents. The study's findings support the first hypothesis, according to which brand signature positively affects brand attitude. According to the second hypothesis, brand familiarity factors influence brand attitude. The third hypothesis demonstrates that brand familiarity is influenced by the brand signature variable.
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