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This Author published in this journals
All Journal FIRM: Journal of Management Studies
Puti Syifa Azzahra
Sampoerna University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : FIRM: Journal of Management Studies

 1 
Analysis of the Effect of Brand Experience and Brand Love Toward Resistance to Negative Information of the McDonald’s Brand Puti Syifa Azzahra; Putri Lathifah 'Afif; Christian Haposan Pangaribuan
FIRM Journal of Management Studies Vol 8, No 1 (2023): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v8i1.3983

Abstract

People spend their money impulsively on things they love in this modern age. They claim it is brand love and often do not realize how much they have spent on it. Using McDonald’s as the brand, the main focus of this study was to analyze the effect of brand experience and brand love on resistance to negative information about a brand. This research is classified as a descriptive analysis method to take samples and a questionnaire as the primary tool. Ninety-nine out of 142 McDonald’s customer from around Indonesia was used as a sample for this research. Respondents were selected using a non-probability sampling technique. The research results demonstrate that just because someone has used or tried a brand’s product doesn’t mean they will automatically become resistant to information about the brand. They must first cultivate a brand-love attitude toward the brand.
Co-Authors Christian Haposan Pangaribuan Putri Lathifah 'Afif