Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek
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Jun 12, 2017
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Abstract
This research aims to synthesize two major antacedents of brand love, which are brand identification and brand image. Research is conducted using multiple regression analysis, whereas data collection is conducted using online questionnaire. The sample of this research is community members of a prominent video games franchise, The Elder Scrolls series. The empirical result shows that both variables not only influence brand love partially, but also simultaneously. Thus, practitioners who aim to improve the consumer-brand relationship should develop their marketing strategy around a strong brand image and a solid brand identification.
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Hendrasto, F. (2017). Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek. Jurnal Ekonomi Modernisasi, 13(2), 94–104. https://doi.org/10.21067/jem.v13i2.1761
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Authors who submit a manuscript understand that if the manuscript is accepted for publication, the copyright of the article shall be assigned to Jurnal Ekonomi Modernisasi (JEM).
References
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Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J.-O., Chon, K.-S., Claiborne, C. B., … Berkman, H. (1997). Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science, 25(3), 229–241. https://doi.org/10.1177/0092070397253004
So, K. K. F., King, C., Sparks, B., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34(1), 31–41. https://doi.org/10.1016/j.ijhm.2013.02.002
Spinelli, G., & Ismail, A. R. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management, 11(4), 571–586. https://doi.org/10.1108/03090560410539302
Whang, Y.-O., Allen, J., Sahoury, N., & Zhang, H. (2004). Falling in Love with a Products: the Structure of a Romantic Consumer-Product Relationship. Advances in Consumer Research, 31, 320–327. Retrieved from. http://www.acrwebsite.org/volumes/8907/volumes/v31/NA-31
Ahuvia, A. C., & Wong, N. (1995). Materialism: Origins and Implications For Personal Well-Being. European Advances in Consumer Research, 2, 172–178. Retrieved from http://acrwebsite.org/volumes/11092/volumes/e02/E-02
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Research in Marketing, 23(1), 45–61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16. https:/ doi.org/10.1509/jm.09.0339
Bauer, H. H. H., Albrecht, C. C.-M., & Heinrich, D. (2009). All You Need Is Love: Assessing Consumers’ Brand Love. Proceedings of the American Marketing Association Summer Educators Conference, 15(2), 252–253.
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(November 2009), 504–518. https://doi.org/10.1057/bm.2010.6
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Dobni, D., & Zinkhan, G. M. (1990). In Search of Brand Image: a Foundation Analysis. Advances in Consumer Research, 17, 110–119. Retrieved from http://acrwebsite.org/volumes/7005/volumes/v17/NA-17
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. The Journal of Consumer Research, 24(4), 343–373.
Grunebarum, H. (1997). Thinking About Romantic/Erotic Love. Journal of Marital and Family Therapy, 23(3), 295–307. https://doi.org/10.1111/j.1752-0606.1997.tb01037.x
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective, 7th Edition (7th Editio). New Jersey: Pearson Education.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62(1), 48–57. https://doi.org/10.2307/1251802
Koubaa, Y. (2008). Country of origin , brand image perception , and brand image structure Country of origin , brand image perception , and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139–155. https://doi.org/10.1108/13555850810864524
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.001
Langner, T., Bruns, D., Fischer, A., & Rossiter, J. R. (2016). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1). https://doi.org/10.1007/s11002-014-9283-4
Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re So Loveable : Anthropomorphism and Brand Love. Journal of Brand Management, 21(April),1–39. https://doi.org/10.1057/bm.2014.14
Roberts, K. (2005). Lovemarks: the Future Beyond Brands. Brooklyn: powerHouse Books.
Roy, D., & Banerjee, S. (2008). Caring Strategy for Integration of Brand Identity with Brand Image. International Journal of Commerce and Management, 17(1/2), 140–148. https:/doi.org/10.1108/10569210710776512
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137. https://doi.org/10.5539/ass.v9n3p125
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, 15, 163–168. Retrieved from http://acrwebsite.org/volumes/6810/volumes/v15/NA-15
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J.-O., Chon, K.-S., Claiborne, C. B., … Berkman, H. (1997). Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science, 25(3), 229–241. https://doi.org/10.1177/0092070397253004
So, K. K. F., King, C., Sparks, B., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34(1), 31–41. https://doi.org/10.1016/j.ijhm.2013.02.002
Spinelli, G., & Ismail, A. R. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management, 11(4), 571–586. https://doi.org/10.1108/03090560410539302
Whang, Y.-O., Allen, J., Sahoury, N., & Zhang, H. (2004). Falling in Love with a Products: the Structure of a Romantic Consumer-Product Relationship. Advances in Consumer Research, 31, 320–327. Retrieved from. http://www.acrwebsite.org/volumes/8907/volumes/v31/NA-31