The Relationship between Brand Knowledge, Brand Experience, Brand Trust and Brand Loyalty on Luxury Brand of Perfume toward Chinese Consumers

Abstract

The purpose of this study is to examine the relationship between brand knowledge, brand experience, brand trust and brand loyalty among Chinese consumers who have experiences in using luxury brand of perfume. The 130 samples were randomly selected from consumers who live in China. The quantitative research was applied by using questionnaire: The reliability with the value of 0.907 and content validity conducted by the specialized scholar were implemented. The frequency: means, standard deviation, and multiple regression analysis were applied as the statistical instrument for data analysis and hypothesis testing at 0.05 of significant level.