THE MEDIATING EFFECT OF BRAND COMMITMENT ON THE RELATIONSHIP BETWEEN BRAND CREDIBILITY AND BRAND LOYALTY: Case Study of Aqua Bottled Drinking Water in Indonesia
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02
Abstract
Aqua is a market leader in bottled drinking water industry in Indonesia. However, although AQUA hold
the position as number one in top brand index (TBI) in Indonesia, data from www.topbrand-award.com shows that
from 2016 until 2019 the TBI rank of AQUA is decreasing. The present study is aimed to focus in exploring brand
loyalty in respect to brand credibility and brand commitment. The result shows that brand credibility and brand
commitment positively influence brand loyalty. Brand commitment is proven as a mediator to the relationship between
brand credibility and brand loyalty. The present study proposes some practical implications.
Description
Keywords
Brand Credibility, Brand Commitment, Brand Loyalty, AQUA, Indonesia