Global Academy of Training and Research Journal

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DOI 10.35609/gjbssr.2018.6.4(5)

Reference to this paper should be made as follows: Briliana, v; Widayati, N. (2018). The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia, Global J. Bus. Soc. Sci. Review, 6 (4): 140 – 146. https://doi.org/10.35609/gjbssr.2018.6.4(5)

Received: August 9, 2018 | Accepted: December 7, 2018

The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia
Vita Briliana, Nurti Widayati
Trisakti School of Management, Jl. Kyai Tapa No. 20 Grogol, West Jakarta, Indonesia Abstract

Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in Indonesia.

Methodology/Technique - This research uses a purposive sampling technique to select 380 GO-JEK users. Partial least square version 3.0 analysis was used to analyze the data collected through the questionnaires.

Findings - The study reveals that brand love, brand trust and brand loyalty have a positive inﬂuence on word-of-mouth advertising.

Novelty - Brand love strongly influences brand trust, followed by brand loyalty and word-of-mouth.

Type of Paper - Empirical.

Keywords: Brand Love; Brand Loyalty; Brand Trust; Word-of-mouth.

JEL Classification: M30, M31, M39.

Price: USD 25