The Mediating Effect of Brand Commitment on The Relationship Between Brand Credibility and Brand Loyalty: Case Study of Aqua Bottled Drinking Water in Indonesia

1Irma Nilasari, Sri Astuti Pratminingsih, Mohd Haizam Mohd Saudi, Widyatama University

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Abstract:

Aqua is a market leader in bottled drinking water industry in Indonesia. However, although AQUA hold the position as number one in top brand index (TBI) in Indonesia, data from www.topbrand-award.com shows that from 2016 until 2019 the TBI rank of AQUA is decreasing. The present study is aimed to focus in exploring brand loyalty in respect to brand credibility and brand commitment. The result shows that brand credibility and brand commitment positively influence brand loyalty. Brand commitment is proven as a mediator to the relationship between brand credibility and brand loyalty. The present study proposes some practical implications.

Keywords:

brand credibility, brand commitment, brand loyalty, AQUA, Indonesia

Paper Details
Month2
Year2020
Volume24
IssueIssue 2
Pages8215-8223