Music Artist Brand: Influences of Needs and Brand Image on Consumer Responses and Loyalty
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Abstract
This survey research aims to investigate: 1) consumer needs, music artist brand image, consumer responses (i.e., attachment, satisfaction, trust, commitment and purchase intention) and brand loyalty, 2) influences of consumer needs and music artist brand image on consumer responses, and 3) influences of consumer responses on music artist brand loyalty. Using a quantitative research, questionnaires were used to collect online data from 435 samples, aged between 18 and 34 years old who have followed ATLAS or PROXIE music artist brands’ social media platforms. The findings showed that the peer norm dimension of consumer needs had the most influence on consumer responses, and the design and versatility dimensions of music artist brand image had the most influence on consumer responses. In addition, consumer responses in terms of attachment and purchase intention had influences on consumer brand loyalty.
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