THE INFLUENCE OF CONSUMER BRAND IDENTIFICATION ON BRAND LOYALTY: MEDIATED BRAND COMMUNITY COMMITMENT
Abstrack. The purpose of this study is to propose a research framework that is consumer brand identification of brand loyalty where brand community commitment is a mediating variable within the framework of this research. This conceptual research is compiled based on the existing theoretical and marketing literature, where marketing with the community is becoming the company's trend today. This paper is useful for the development of research models and provides opportunities for future research to make empirical contributions.
Keyword : Consumer brand identification, brand loyalty, brand community commitment
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