The Effect of Cause Brand Fit on Brand Credibility through Altruistic Attribution and Moderated by Altruistic Value

DOI

10.2991/iciir-18.2019.4How to use a DOI?

Keywords

cause brand fit; altruistic value; altruistic attribution; brand credibility

Abstract

This study aims to examine the effect of cause brand fit on brand credibility through altruistic attribution and moderated by altruistic value. The research was conducted on aqua consumers in East Java by using purposive sampling technique. To test the hypothesis used Moderating Regression Analysis (MRA) with the program SPSS ver 23. The result of research shows that the cause of brand fit has significant effect on brand credibility, altruistic attribution has significant effect on brand credibility, altruistic value has an effect on brand credibility but does not moderate the relationship between brand fit and brand credibility.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Adrianto Trimarjono
PY  - 2019/07
DA  - 2019/07
TI  - The Effect of Cause Brand Fit on Brand Credibility through Altruistic Attribution and Moderated by Altruistic Value
BT  - Proceedings of the International Conference on Innovation in Research (ICIIR 2018) – Section: Economics and Management Science
PB  - Atlantis Press
SP  - 15
EP  - 17
SN  - 2352-5428
UR  - https://doi.org/10.2991/iciir-18.2019.4
DO  - 10.2991/iciir-18.2019.4
ID  - Trimarjono2019/07
ER  -