Event Re visit Intention: What don’t we recognize?

Abstract

This research examines and analyzes the effect of functional brand image, symbolic brand image and experimental brand image on brand attitude and implication on re visit intention, a case study at Jakarta Fair Kemayoran 2017. Data of the research are visitor data taken from Jakarta Fair Kemayoran 2017. PLS-SEM have used to do data analysis. Findings of the research are Functional brand image has positive and significant effect on brand attitude, symbolic brand image has positive and significant effect on brand attitude, experimental brand image has positive and significant effect on brand attitude, and brand attitude has positive and significant effect on re visit intention. Experimental brand image has the highest effect on brand attitude.

Keywords: functional brand image, symbolic brand image, experimental brand image, brand attitude, re visit intention