Effect of Corporate Branding on Brand Loyalty with Emotional Attachment as an Intervening Variable among Millennial Consumers at the MS Glow Clinic Medan

Abstract

This research aims to analyze effect of corporate branding on brand loyalty with emotional attachment as an intervening variable among millennial consumers at the MS Glow Clinic Medan. This type of research is associative research with a quantitative analysis approach. The population in this study were Millennial MS Glow Clinic Medan consumers who had undergone treatment and made purchases more than twice. Sample size is the number of samples that will be taken from a population. The sampling technique is non-probability sampling with accidental sampling technique. The number of respondents who will be used as samples in this research is 184 respondents who are consumers of the Medan MS Glow Clinic who were selected according to the criteria. The analytical method used to test the significance test is structural equation modeling with a partial least squares approach. Based on the research results show that corporate associations has a positive and significant effect on emotional attachment. Corporate activities has a positive and significant effect on emotional attachment. Corporate values has a positive and significant effect on emotional attachment. Corporate personalities has a positive and significant effect on emotional attachment. Corporate associations has a positive and significant effect on brand loyalty. Corporate activities has a positive and insignificant effect on brand loyalty. Corporate values has a positive and insignificant effect on brand loyalty. Corporate personalities has a positive and significant effect on brand loyalty. Emotional attachment has a positive and significant effect on brand loyalty. Corporate associations has a positive and significant effect on brand loyalty through emotional attachment. Corporate activities has a positive and significant effect on brand loyalty through emotional attachment. Corporate values has a positive and significant effect on brand loyalty through emotional attachment. Corporate personalities has a positive and significant effect on brand loyalty through emotional attachment.