The influence of Victoria’s Secret new brand image in generating brand trust, brand prestige, brand love, and brand loyalty

Zakiyah Artanti Ratnadewi; Fitri Aprilianty; Annisa Rahmani Qastharin; Nurfaisa Hidayanti

doi:10.14710/dijb.5.2.2022.119-134

DOI: https://doi.org/10.14710/dijb.5.2.2022.119-134

The influence of Victoria’s Secret new brand image in generating brand trust, brand prestige, brand love, and brand loyalty

Zakiyah Artanti Ratnadewi , Fitri Aprilianty, Annisa Rahmani Qastharin, Nurfaisa Hidayanti

School of Business and Management, Institut Teknologi Bandung, Indonesia

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Abstract

This research aims to identify the influence of Victoria’s Secret’s rebranding of brand loyalty by assessing its brand trust, brand prestige, and brand love. This research was conducted using a quantitative approach through an online survey and descriptive statistics with PLS- SEM to analyze the data. The results show that Victoria's Secret’s rebranding brand image has a positive influence on brand trust, brand prestige, and brand love; brand trust in Victoria’s Secret’s rebranding brand image does not have a positive effect on brand loyalty, and brand prestige and brand love of Victoria’s Secret’s rebranding brand image has a positive effect on brand loyalty.

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Keywords: rebranding, brand image, brand trust, brand prestige, brand love, brand loyalty.

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Language : EN

In Vol 5, No 2 (2022)

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