Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity on Microsoft as global brand

Charmay, Shevilla (2021) Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity on Microsoft as global brand. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Along with the digital revolution, the majority of individuals now work or attend school from home. This makes it more difficult for brands to grow their consumer market inside their current industry. This presents a dilemma for Microsoft, as Microsoft Teams faces competition from Zoom and Google Meet. As a result, Microsoft's client loyalty is important in the face of this competition. This study was conducted to determine the impact of value congruity, customer brand identification, affective brand commitment,and customer brand engagement on Microsoft’s client brand loyalty in Indonesia. This research was conducted in Jabodetabek with 150 Microsoft customersas respondents. Data was gathered by distributing online surveys that contained 21questions on a Likert Scale of 1 to 5. The Smart-PLS 3.2.9 version method was used to evaluate the data. Value congruity has a positive effect on customer brand identification, affective brand commitment, and customer brand engagement. According to result of this research, affective brand commitment has a significant effect on brand loyalty. Meanwhile, customer brand identification does not have a significant effect on customer brand engagement. and also, Customer brand identification does not have a significant effect on brand loyalty.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Charmay, ShevillaNIM01011180064shevillacharmay5@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorBudiono, SidikNIDN1212126801UNSPECIFIED
Uncontrolled Keywords: value congruity; customer brand identification; affective brand commitment; customer brand engagement; brand loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 14538 not found.
Date Deposited: 12 Jan 2022 04:05
Last Modified: 25 Feb 2022 01:06
URI: http://repository.uph.edu/id/eprint/44310

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