Track: Business Management

Abstract

This study aims to analyze the effect of brand psychological ownership and brand value congruity, on brand attachment and behavioral brand loyalty through brand engagement. Data collection uses secondary data in the form of scientific journals related to the variables studied, and primary data in the form of google form questionnaires distributed to customers of PT. Abadi Cita Selaras which attracted 38 customers. The data processing technique uses path analysis with the help of SmartPLS 3.0 software. The results showed that brand psychological ownership affects positive but not significantly to customer brand engagement, value congruity affects negative and not significantly to customer engagement, customer brand engagement affects negative and significantly to brand attachment, customer brand engagement affects positive and significantly to brand loyalty, brand psychological ownership affects positive but not significantly to customer brand attachment, and value congruity affects positive and significant.

Keywords
Brand psychological ownership, value congruity, brand attachment, behavioral brand loyalty, customer brand engagement.