PENGARUH BRAND SELF CONGRUENCE TERHADAP BRAND ATTACHMENT YANG DI MEDIASI OLEH YANG DI MEDIASI OLEH BRAND LOVE. STUDI KASUS: LOUIS VUITTON
(1)
(*) Corresponding Author
Abstract
Banyak individual menggunakan fashion sebagai salah satu cara untuk mengekspresikan dirinya melalui apa yang digunakan. Oleh karena itu, dalam membeli produk fashion individual akan memiliki tendensi memilih produk maupun brand yang dianggap sesuai dan mampu mempresentasikan dirinya secara keseluruhan. Brand dan produk fashion yang dipakai secara umum akan mewakilkan keselarasan antara citra diri penggunanya dengan produk maupun brand yang digunakan. Penelitian dilakukan untuk mengetahui pengaruh Brand Self Congruence terhadap Brand Attachment yang dimediasi oleh Brand Love pada Louis Vuitton Pengambilan data dilakukan dalam periode waktu 15 Mei – 20 Mei melalui Google Form dengan link dan mendapatkan 135 responden. Variabel penelitian Brand Self Congruence diukur dengan 5 Indikator, Brand Love diukur dengan 6 indikator, dan Brand Attachment diukur dengan 7 indikator. Hasil penelitian membuktikan bahwa Brand Self Congruence memiliki pengaruh langsung / direct Effect terhadap Brand Attachment. Selain itu, Brand love juga memiliki pengaruh langsung / direct Effect terhadap Brand Attachment. Temuan juga menegaskan bahwa brand love mampu memediasi brand self congruence eterhadap brand attachment.
Kata Kunci: Brand Self Congruence, Brand Attachment, Brand Love
Keywords
References
A. Grassi. (2020). Art to enhance consumer engagement in the luxury fashion domain. Journal of Fashion Marketing and Management: An International Journal, 24(3), 327–341.
Aprila, B. N., & Marnis, M. (2020). Analisis Pengaruh Lifestyle Marketing Terhadap Keputusan Dan Kepuasan Pembelian Perhiasan Emas Di Kota Pekanbaru. Jurnal Tepak Manajemen Bisnis, 12(1), 41-59
Arora, N., S.Prashar, Vijay, T. ., & Parsad, C. (2023). Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions. Journal of Global Scholars of Marketing Science, 33(2), 186–209.
Babić-Hodović, V., Mujkić, A., & Arslanagić-Kalajdžić, M. (2023). We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty. Journal of Brand Management, 30(1), 9–33.
Babin, B. ., & Harris, E. . (2023). CB Consumer Behaviour.
Barnard, M. (2020). Fashion theory: A reader.
Chang, J. ., & Kwon, W. . (2022). E-store brand self-congruency for multichannel apparel retail brands. Journal of Fashion Marketing and Management: An International Journal, 26(1), 159–178.
Dhaliwal, A., & Paul, D. . S. J. (2020). The consumer behavior of luxury goods: A review and research agenda. Journal of Strategic Marketing, 1–27.
Donvito, R., Aiello, G., Grazzini, L., Godey, B., Pederzoli, D., Wiedmann, K. ., & Siu, N. Y. . (2020). Does personality congruence explain luxury brand attachment? The results of an international research study. Journal of Business Research, 120, 462–472.
East, R., Singh, J., Wright, M., & Vanhuele, M. (2021). Consumer behaviour: Applications in marketing.
Ebrahimi, E., Sadeghvaziri, F. ., & Abyaneh, S. . (2020). The dark side of consumer–brand relationship: Do ideal self-congruence, brand attachment and personality factors affect negative consumer behaviors? 13(2), 289-315. Ranian Journal of Management Studies, 13(2), 289–315.
Figueiredo, J., & V Eiriz. (2021). Fragrances’ luxury brand extension: consumer behaviour and influences. EuroMed. Journal of Business, 16(2), 241–258.
Ghorbanzadeh, D., & A Rahehagh. (2021). Emotional brand attachment and brand love:
the emotional bridges in the process of transition from satisfaction to loyalty.
Rajagiri Management Journal, 15(1), 16–38.
Gokarna, P. (2021). Emotional Brand Attachment in Gen Y Consumers: Analysis of Brand Loyalty, Price Premiums & Brand Self Congruence in Metropolitan Markets.
International Journal of Management Studies, 8(1), 10–20.
Gumparthi, V. ., & Patra, S. (2020). The phenomenon of brand love: a systematic literature review. Journal of Relationship Marketing, 19(2), 93–132.
Hemsley-Brow, n J. (2023). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611–628.
Hwang, J., Choe, J. Y. ., Kim, H. ., & Kim, J. . (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99(103050).
Kapoor, S., & Banerjee, S. (2021). On the relationship between brand scandal and consumer attitudes: A literature review and research agenda. 45(5), 1047-1078.
International Journal of Consumer Studies, 45(5), 1047–1078.
Kaur, H., & Anand, S. (2021). Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies., 12(2), 146-160. Journal of Global Fashion Marketing, 12(2), 146–160.
Kautish, P., Khare, A., & Sharma, R. (2021). Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption. Journal of Product & Brand Management, 30(4), 513–531.
Kim, J. . (2023). Brand personality of global chain hotels, self-congruity, and selfdiscrepancy on customer responses. International Journal of Hospitality Management, 114(10356).
Kim, Y., & Legendre, T. . (2023). The effects of employer branding on value congruence and brand love. 47(6),. Journal of Hospitality & Tourism Research, 47(6), 962–987.
Lim, W. ., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232.
Liu, M., & Yan, J. (2022). The Effect of Brand Personality on Electronic Word-of-Mouth: Mediation of Brand Love and Moderated Mediation of Brand Experience Sharing.
(13), 936033.
Long, X., & Nasiry, J. (2022). Sustainability in the fast fashion industry. Manufacturing & Service Operations Management, 24(3), 1276–1293.
Madadi, R., Torres, I. ., Fazli-Saleh, R., & M.A Zúñiga. (2021). The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand. Spanish Journal of Marketing-ESIC, 25(2), 333–354.
Mahardika, P., & Warmika, I. . (2021). The Role of Brand love in Mediating the Effect of Brand Satisfaction and Brand trust on Brand loyalty (Study on Local Fashion Brand “HANAKA” in Denpasar, Bali, Indonesia). American Journal of Humanities and Social Sciences Research, 5(4), 260–265.
Mahlke, C., Lahmeyer, S., & Roemer, E. (2020). What is love? Exploring the meaning of brand love and its role in determining brand loyalty. Multidisciplinary Business Review, 13(2), 54–65.
Marsasi, E. G., & Yuanita, A. . (2023). Investigating the causes and consequences of brand attachment of luxury fashion brand: the role of gender, age, and income. Media Ekonomi Dan Manajemen, 38(1), 71–93.
Nabila, D., & Firmansyah, F. (2021). Analysis of Structure, Conduct and Performance of Fashion Industry in Indonesia. Indonesian Journal of Development Economics, 4(3), 1313–1323.
Özer, M., Özer, A., Ekinc, i Y., & Koçak, A. (2022). Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A Mixed Methods Study. Psychology & Marketing, 39(12), 2384–2400.
Park, H. J. (2020). Antecedents of repurchasing intention toward fast fashion brandsBrand authenticity, brand identification, and brand love. The Research Journal of the Costume Culture, 28(2), 147–165.
Pourazad, N., Stocchi, L., Michaelidou, N., & V Pare. (2023). What (really) drives consumer love for traditional luxury brands? The joint effects of brand qualities on brand love. Journal of Strategic Marketing, 1–25.
R Singh. (2024). Dynamics of Online Shopping Trends for Fashion Products: A Case Study of Himachal Pradesh, India. Asian Journal of Advanced Research and Reports, 18(3), 29–49.
Shetty, K., & Fitzsimmons, J. R. (2022). The effect of brand self congruency, brand attachment and brand love on loyalty among HENRY’s in the luxury branding sector. Journal of Fashion Marketing and Management: An International Journal, 26(1), 21–35.
Shimul, A. . (2022). Brand attachment: a review and future research. Journal of Brand Management, 29(4), 400–419.
Shimul, A. ., & Phau, I. (2023). The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model. Marketing Intelligence & Planning.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif. Bandung:(Alfabeta).
Suyoto, Y. ., & Tannady, H. (2022). Ideal Self-Congruence: Its Impacts On Customer Love And Loyalty To Luxury Brands In Indonesia: Int. J. Prof. Bus. Rev., 7(6), 18. International Journal of Professional Business Review, 7(6), 18.
Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176–1197.
Ugalde, C., Vila-Lopez, N., & Kuster-Boluda, I. (2023). Brand attachment toward functional, symbolic and hedonic brands. Journal of Fashion Marketing and Management: An International Journal, 27(3), 470–488.
Vidal-Ayuso, F., Akhmedova, A., & Jaca, C. (2023). The circular economy and consumer behaviour: Literature review and research directions. Journal of Cleaner Production, 137824.
Wilkie, D. ., & Hill, S. R. (2022). Beyond brand personality. A multidimensional perspective of self-congruence. Journal of Marketing Management, 38(13–14), 1529–1560.
Zhang, B., Zhang, Y., & Zhou, P. (2021). Consumer attitude towards sustainability of fast fashion products in the UK. Sustainability. 13(4), 1646
Refbacks
- There are currently no refbacks.