PENGARUH BRAND AUTHENTICITY TERHADAP BRAND LOVE (Studi pada Followers Fanpage Facebook Zara di Indonesia)
Abstract
Konsumen memandang merek sebagai individu, sehingga dapat menyukai suatu merek seperti mereka mencintai seseorang, tetapi terdapat perbedaan antara konsep cinta interpersonal (mencintai seseorang) yang memiliki sifat dua arah sedangkan konsep cinta terhadap merek bersifat searah, artinya konsumen tidak mengharapkan keintiman dengan suatu merek. Perasaan cinta konsumen terhadap merek yang merupakan ikatan kuat ini dikatakan brand love. Penelitian ini bertujuan untuk memperoleh gambaran brand authenticity dan brand love, serta temuan pengaruh brand authenticity terhadap brand love pada Followers Fanpage Facebook Zara di Indonesia. Jenis penelitian yang digunakan deskriptif verifikatif. Metode yang digunakan purposive sampling dengan ukuran sampel 106 responden. Teknik analisis data digunakan analisis jalur dengan alat bantu software komputer SPSS 25.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran bramd authenticity berada pada kategori baik dan brand love berada pada kategori baik. Brand authenticity juga memiliki pengaruh secara positif dan signifikan terhadap brand love.
Keywords
References
Abrar, M. (2020). Understanding Brand Love in Fashion Clothing Online Brand Communities : Moderating Role of Social Identity Understanding Brand Love in Fashion Clothing Online Brand Communities : Moderating Role of Social Identity Abstract : January.
Al – Rawashdeh, E. T. (2019). Factors of the Internal Environment and Their Impact on Organizational Excellence in the Public Universities in Southern Jordan from the Point of View of Workers. International Business Research, 12(4), 175. https://doi.org/10.5539/ibr.v12n4p175
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928
Aribowo, H., & Hadiprawiro, M. J. (2013). The Study of Factors Influencing Consumer Purchasing Decision of Zara Clothing. Eksekutif, 10(2), 144–168.
Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love — A case study from Finnish Lapland. Tourism Management, 67, 71–81. https://doi.org/10.1016/j.tourman.2018.01.003
Arya, V., Verma, H., Sethi, D., & Agarwal, R. (2019). Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment. IIM Kozhikode Society & Management Review, 8(2), 87–103. https://doi.org/10.1177/2277975219825508
Awad, N., & Youn, N. (2018). You reflect me: Narcissistic consumers prefer anthropomorphized arrogant brands. Journal of the Association for Consumer Research, 3(4), 540–554. https://doi.org/10.1086/699206
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1), 30–47. https://doi.org/10.1108/JFMM-07-2018-0091
Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3–4), 656–682. https://doi.org/10.1108/EJM-02-2016-0081
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518. https://doi.org/10.1057/bm.2010.6
Brand Love Story Talk Walker. (2020). https://www.talkwalker.com/
Brand Love Story Talk Walker. (2022). Brand Love Story Talk Walker.
Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International Journal of Contemporary Hospitality Management, 31(4), 1763–1784. https://doi.org/10.1108/IJCHM-10-2017-0685
Christino, J., Silva, T., Moura, L. R., & Fonseca, L. H. (2020). Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost. Journal of Promotion Management, 26(3), 301–321. https://doi.org/10.1080/10496491.2019.1699630
Cristina Otero Gómez, M., & Giraldo Pérez, W. (2018). EFFECTS OF BRAND LOVE AND BRAND EQUITY ON REPURCHASE INTENTIONS OF YOUNG CONSUMERS International Review of Management and Marketing Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers. International Review of Management and Marketing, 8(4), 7–13. http:www.econjournals.com
Facebook. (2022). Followers Fanpage Facebook Zara. Facebook.
Fatimah, S. (2014). PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK, DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PELEMBAB WARDAH PADA KONSUMEN AL YASINI MART WONOREJO. Sketsa Bisnis, 1(2).
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding – exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324–348. https://doi.org/10.1108/EJM-10-2014-0633
Fuggeta, R. (2012). Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force BusinessPro collection.
Gumparthi, V. P., & Patra, S. (2020). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(2), 93–132. https://doi.org/10.1080/15332667.2019.1664871
Han, T. I., & Choi, D. (2019). Fashion brand love: Application of a cognition-affect-conation model. Social Sciences, 8(9). https://doi.org/10.3390/socsci8090256
Hanum, I. A. (2023). Google Review. Google. https://www.google.com/search?q=zara+grand+indonesia&rlz=1C1CHBF_enID890ID890&oq=zara+grand+ind&aqs=chrome.0.0i355i512j46i175i199i512j69i57j0i512j0i22i30l6.3917j0j7&sourceid=chrome&ie=UTF-8#ip=1&lrd=0x2e69f421c4ffc35b:0x422725e868cadbd,1,,,,
Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product and Brand Management, 26(1), 26–41. https://doi.org/10.1108/JPBM-06-2016-1215
Heinrich, D., Albercht, C.-M., & Buerer, H. (2012). Love actually? Measuring and exploring consumers’ brand love. (Consumer-b).
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management, 21(2), 98–108. https://doi.org/10.1108/10610421211215517
Ibrahim Sikandar, M. D., & Ahmed, Q. M. (2019). Impact of Social Media Marketing on Brand Love: Promoting Loyalty in the Restaurant Landscape of Pakistan. Online Journal of Communication and Media Technologies, 9(4). https://doi.org/10.29333/ojcmt/5953
Ilhamsyah, T. (2023). Google Review. Google. https://www.google.com/search?q=zara+grand+indonesia&rlz=1C1CHBF_enID890ID890&oq=zara+grand+ind&aqs=chrome.0.0i355i512j46i175i199i512j69i57j0i512j0i22i30l6.3917j0j7&sourceid=chrome&ie=UTF-8#ip=1&lrd=0x2e69f421c4ffc35b:0x422725e868cadbd,1,,,,
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45–59. https://doi.org/10.1080/20932685.2015.1110041
Kang, A. (2015). Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer. Arab Economic and Business Journal, 10(2), 90–101. https://doi.org/10.1016/j.aebj.2015.04.001
Karim, A. (2022). Google Review. Google. https://www.google.com/search?q=zara+pvj&rlz=1C1CHBF_enID890ID890&oq=zara+pvj&aqs=chrome.0.0i355i512j46i175i199i512j0i512j0i22i30l3.2163j0j7&sourceid=chrome&ie=UTF-8#ip=1
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527–537. https://doi.org/10.1108/JPBM-03-2015-0834
Katadata. (2022). Adidas Jadi Merek Fesyen Pilihan Konsumen Indonesia pada 2021. Databoks. https://databoks.katadata.co.id/datapublish/2021/11/10/adidas-jadi-merek-fesyen-pilihan-konsumen-indonesia-pada-2021
Keller, K. L., Parameswaran, A. M. G., & Jacob, I. (2015). ‘Strategic brand management.’ In Pearson India Education Services Pvt. Ltd. https://doi.org/36
Khan, A., Mohammad, A. S., & Muhammad, S. (2020). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/jima-11-2019-0236
Laophon, N., & Khamwon, A. (2020). Self-Congruence, Emotional Brand Attachment, Brand Love, and Brand Advocacy : a Case of Beauty Cosmetic and Fashion Brands. International Journal of Management and Applied Science, 11, 7–11.
Liapati, G., Assiouras, I., & Decaudin, J. M. (2015). The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing. Journal of Global Fashion Marketing, 6(4), 251–264. https://doi.org/10.1080/20932685.2015.1070679
Lopez, C., & Fan, Y. (2009). Internationalisation of the Spanish fashion brand Zara. Journal of Fashion Marketing and Management, 13(2), 279–296. https://doi.org/10.1108/13612020910957770
Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75(January), 38–47. https://doi.org/10.1016/j.ijhm.2018.03.005
Mody, M., & Hanks, L. (2020). Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb. Journal of Travel Research, 59(1), 173–189. https://doi.org/10.1177/0047287519826233
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
Mulyawati, S., Handayani, B., & ... (2020). The Relationship between Celebrity Endorsement, Brand Experience, Brand Love, and Brand Emotional Value of Nature Republic Cosmetics. The International Journal …, 2(01), 85–94. https://www.growingscholar.org/journal/index.php/TIJOSSW/article/view/32
Nguyen, Q. M., District, G. V., Chi, H., City, M., Nam, V., Phuong, T., Nguyen, T., Chi, H., City, M., & Nam, V. (2020). DEVELOP BRAND LOVE FOR FASHION. 11(6), 1336–1346. https://doi.org/10.34218/IJM.11.6.2020.122
Nikhashemi, S. R., Jebarajakirthy, C., & Nusair, K. (2019). Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach. Journal of Retailing and Consumer Services, 48(January), 122–135. https://doi.org/10.1016/j.jretconser.2019.01.014
Pittman, M., & Sheehan, K. (2020). Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement. Journal of Current Issues and Research in Advertising, 0(0), 1–21. https://doi.org/10.1080/10641734.2020.1734503
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
Rajput, A., Batool, S., & Khan, F. A. (2020). Brand Love Among Female Consumers. 27(1), 1–19.
Rodrigues, C., & Rodrigues, P. (2019). Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands. Journal of Product and Brand Management, 28(7), 830–848. https://doi.org/10.1108/JPBM-04-2018-1842
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality, brand love on brand advocacy. Journal of Brand Management, 23(5), 97–113. https://doi.org/10.1057/s41262-016-005-5
Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332. https://doi.org/10.1057/bm.2012.24
Safeer, A. A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 71772074. https://doi.org/10.1108/APJML-02-2020-0123
Sallam, M. A. (2018). the Effects of Self Expression and Brand Image on Active Engagement : the Mediating Role of Brand Love. VI(12), 277–283.
Sallam, M. A. (2019). THE EFFECT OF SATISFACTION , BRAND IDENTIFICATION AND BRAND IMAGE ON BRAND LOVE AND BRAND EXTENSION : WHEN BRAND LOYALTY IS MEDIATING. VII(12), 140–152.
Sarkar, A. (2011). Romancing With a Brand: a Conceptual Analysis of Romantic Consumer-Brand Relationship. Management & Marketing, 6(1), 79–94.
Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach (4th ed.). John Wiley & Sons, Inc. https://doi.org/10.13140/RG.2.1.1419.3126
Shimp, T. A., & Madden, T. J. (1988). Consumer-Object Relations: a Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love. Advances in Consumer Research Volume, 15, 163–168. https://www.acrwebsite.org/volumes/6810/volumes/v15/na-15/
Shirkhodaie, M., & Rastgoo-deylami, M. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love. Journal of Competitiveness, 8(1), 19–37. https://doi.org/10.7441/joc.2016.01.02
Sreejesh, Sarkar, J. G., Sarkar, A., Eshghi, A., & M.R., A. (2017). The impact of other customer perception on consumer-brand relationships. https://doi.org/10.1108/JSTP-11-2016-0207
Sugiyono. (2017). Metode Peneitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Tabachnick, & Fidell. (2013). Using Multivariate Statistics.
Tjiptorahardjo, I. (2022). Google Review. Google. https://www.google.com/search?q=zara+pvj&rlz=1C1CHBF_enID890ID890&oq=zara+pvj&aqs=chrome.0.0i355i512j46i175i199i512j0i512j0i22i30l3.2163j0j7&sourceid=chrome&ie=UTF-8#ip=1
Top Brand Award. (2021a). METODOLOGI SURVEI.
Top Brand Award. (2021b). Top Brand Index.
Top Brand Award. (2022). Top Brand Index.
Wang, Y. C., Qu, H., & Yang, J. (2019). The formation of sub-brand love and corporate brand love in hotel brand portfolios. International Journal of Hospitality Management, 77(July), 375–384. https://doi.org/10.1016/j.ijhm.2018.08.001
Yildiz, E., & Ülker-Demirel, E. (2017). Measuring the Effects of Brand Authenticity Dimensions on Word-Of-Mouth Marketing Via Brand Image Using Structural Equation Modeling. International Journal of Business and Social Science, 8(3), 121–130. https://doi.org/https://doi.org/10.1080/09593969.2020.1768577
DOI: https://doi.org/10.17509/strategic.v24i1.61205
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Universitas Pendidikan Indonesia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats