Abstract

Event is able to communicate the best experience possessed of a brand to consumers so that they are able to recall the brand in a long time that led to the formation of trust, satisfaction and loyalty towards the brand. This study shows that a brand activation event has positive effect on brand trust and brand satisfaction, and brand experiences has positive effect on brand satisfaction and brand loyalty. Affective dimensions of brand in brand experience should be strengthened in an event to make consumers increasingly believe in a brand and promoted to be loyal to the brand. The presence of affective dimensions in brand experience is very influential to strengthen customer confidence in the brand which leads to increase loyalty towards the brand.

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