Emosi konsumen dan ikatan merek sebagai mediasi antara nilai hedonik dan harga premium pada pelanggan makanan siap saji
Article Sidebar
Main Article Content
Abstract
The objectives of this study are to explore the antecedents of premium prices derived from the hedonic value of a product/service, consumer emotions and brand attachment, and to explore the mediating role of consumer emotions, and brand attachment in the relationship between hedonic value and premium prices. A total of 155 respondents participated in this study using the purposive sampling method, and data analysis using the Smart-PLS module. The results show that consumer emotions, and brand attachment affect directly on consumers’ willingness to sacrifice at premium prices. Additional findings point to a mediating role for consumer emotions and brand attachment in explaining the relationship between hedonic value and premium price. This shows the need for business entities to pay attention to these constructs as a driver for consumers to pay extra high so that the company's profitability is higher.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Amiruddin, K., Prapdopo, D., & Nardi. (2020). D., Prapdopo, Dhanny, O., & Nardi.(2020). Impact of utilitarian value and hedonic value and social influence on behavioral intention through customer satisfaction in hypermart consumers. International Journal of Scientific and Technology Research, 9(1), 4158–4162.
Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90–102. https://doi.org/10.1108/JPBM-10-2013-0414
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
Bakırtaş, H., Bakırtaş, İ., & Çetin, M. A. (2015). Effects of utilitarian and hedonic shopping value and consumer satisfaction on consumer behavioral intentions. EGE Academic Review, 15(1), 91–98.
Bettiga, D., Bianchi, A. M., Lamberti, L., & Noci, G. (2020). Consumers emotional responses to functional and hedonic products: a neuroscience research. Frontiers in Psychology, 11, 559779. https://doi.org/10.3389/fpsyg.2020.559779
Bigné, E., Ruiz-Mafé, C., & Badenes-Rocha, A. (2023). The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study. Journal of Business Research, 157, 113628. https://doi.org/10.1016/j.jbusres.2022.113628
Bittmann, T., & Scharnhop, J. (2021). Price Premiums for Private Labelled Milk in German Retail: A Hedonic Price Analysis. 61st Annual Conference, 22–44. https://doi.org/10.22004/ag.econ.317049
Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content and emotion in viral marketing. Journal of Public Affairs, 13(2), 160–171. https://doi.org/10.1002/pa.1471
Çal, B., & Adams, R. (2014). The Effect of Hedonistic and Utilitarian Consumer Behavior on Brand Equity: Turkey – UK Comparison on Coca Cola. Procedia - Social and Behavioral Sciences, 150, 475–484. https://doi.org/10.1016/j.sbspro.2014.09.057
Cha, S.-S., & Shin, M.-H. (2021). The effect of delivery food on customer emotional response and repurchase intention. The Korean Journal of Food & Health Convergence, 7(2), 1–10. https://doi.org/10.13106/kjfhc.2021.vol7.no2.1
Chen, C., Garrod, O. G. B., Schyns, P. G., & Jack, R. E. (2020). Dynamic face movement texture enhances the perceived realism of facial expressions of emotion. Proceedings of the 20th ACM International Conference on Intelligent Virtual Agents, 1–3. https://doi.org/10.1145/3383652.3423912
Chen, H.-T., & Lin, Y.-T. (2018). A study of the relationships among sensory experience, emotion, and buying behavior in coffeehouse chains. Service Business, 12(3), 551–573. https://doi.org/10.1007/s11628-017-0354-5
Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x
Chung, K., Oh, J., Kim, W., & Park, G. (2015). The effects of perceived value of mobile phones on user satisfaction, brand trust, and loyalty. Advanced Science and Technology Letters, 114, 10–14. https://doi.org/10.14257/astl.2015.114.03
Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100–107. https://doi.org/10.1016/j.jretconser.2018.06.009
Ghorbanzadeh, D., & Rahehagh, A. (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. https://doi.org/10.1108/RAMJ-05-2020-0024
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Halloran, T. (2014). Romancing the brand: How brands create strong, intimate relationships with consumers. John Wiley & Sons.
Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviours resulting from brand attachment. European Journal of Marketing, 52(5/6), 1185–1202. https://doi.org/10.1108/EJM-10-2016-0566
Kang, J., Manthiou, A., Sumarjan, N., & Tang, L. (Rebecca). (2017). An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry. Journal of Hospitality Marketing & Management, 26(1), 1–22. https://doi.org/10.1080/19368623.2016.1172534
Khatoon, S., & Rehman, V. (2021). Negative emotions in consumer brand relationship: A review and future research agenda. International Journal of Consumer Studies, 45(4), 719–749. https://doi.org/10.1111/ijcs.12665
Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research, 69(12), 5809–5818. https://doi.org/10.1016/j.jbusres.2016.04.178
Kim, W.-H., Cho, J.-L., & Kim, K.-S. (2019). The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers’ gender and age. Journal of Hospitality and Tourism Management, 39, 212–218. https://doi.org/10.1016/j.jhtm.2019.03.001
Lee, M., Kim, Y., & Lee, H. (2013). Adventure versus gratification: emotional shopping in online auctions. European Journal of Marketing, 47(1/2), 49–70. https://doi.org/10.1108/03090561311285457
Lee, S.-H., & Workman, J. E. (2015). Determinants of brand loyalty: self-construal, self-expressive brands, and brand attachment. International Journal of Fashion Design, Technology and Education, 8(1), 12–20. https://doi.org/10.1080/17543266.2014.974691
Lee, S., & Kim, D.-Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. https://doi.org/10.1108/IJCHM-09-2016-0504
Levy, S., & Hino, H. (2016). Emotional brand attachment: a factor in customer-bank relationships. International Journal of Bank Marketing, 34(2), 136–150. https://doi.org/10.1108/IJBM-06-2015-0092
Li, M.-W., Teng, H.-Y., & Chen, C.-Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015
Liao, C., To, P.-L., Wong, Y.-C., Palvia, P., & Kakhki, M. D. (2016). The impact of presentation mode and product type on online impulse buying decisions. Journal of Electronic Commerce Research, 17(2), 153–158.
Lim, X.-J., Cheah, J.-H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539–1563. https://doi.org/10.1108/APJML-03-2019-0126
Liu, Y., Kou, Y., Guan, Z., Hu, J., & Pu, B. (2020). Exploring hotel brand attachment: The mediating role of sentimental value. Journal of Retailing and Consumer Services, 55, 102143. https://doi.org/10.1016/j.jretconser.2020.102143
Liu, Y., Pu, B., Guan, Z., & Yang, Q. (2016). Online Customer Experience and Its Relationship to Repurchase Intention: An Empirical Case of Online Travel Agencies in China. Asia Pacific Journal of Tourism Research, 21(10), 1085–1099. https://doi.org/10.1080/10941665.2015.1094495
Meiselman, H. L. (2015). A review of the current state of emotion research in product development. Food Research International, 76, 192–199. https://doi.org/10.1016/j.foodres.2015.04.015
Okoe, A. F., Boateng, H., Quansah, F., & Omane, A. B. (2015). Self Esteem, Customer Identification and Willingness to Pay Price Premium: Evidence from Young Consumers Market. Asian Journal of Marketing, 9(1), 27. https://doi.org/10.3923/ajm.2015.27.37
Pandowo, A. (2019). Pengaruh Prestise Merek dan Kepercayaan Merek terhadap Harga Premium: Peran Cinta Merek sebagai Variabel Pemoderasi. Jurnal Manajemen Dan Keuangan, 8(2), 204–220. https://doi.org/10.33059/jmk.v8i2.1566
Pandowo, A., & Pandowo, M. H. C. P. H. C. (2019). Servisscape in the Finest Cinema: Is It Works for Young Customers? International Journal of Research in Business and Social Science (2147-4478), 8(3), 83–93. https://doi.org/10.20525/ijrbs.v8i3.257
Peshkova, A., Urkmez, T., & Wagner, R. (2016). Intimacy of the Russian upper middle class with luxury fashion. Journal of Global Scholars of Marketing Science, 26(2), 152–173. https://doi.org/10.1080/21639159.2016.1143152
Rambocas, M., Kirpalani, V. M., & Simms, E. (2018). Brand equity and customer behavioral intentions: a mediated moderated model. International Journal of Bank Marketing, 36(1), 19–40. https://doi.org/10.1108/IJBM-09-2016-0139
Rodrigues, P., & Reis, R. (2013). The influence of “Brand Love†in consumer behavior–The case of Zara and Modalfa brands. Proceedings of 22nd International Business Research Conference, 1–9.
Saygılı, M., & Yalçıntekin, T. (2021). The effect of hedonic value, utilitarian value, and customer satisfaction in predicting repurchase intention and willingness to pay a price premium for smartwatch brands. Management: Journal of Contemporary Management Issues, 26(2), 179–195. https://doi.org/10.30924/mjcmi.26.2.10
Schifferstein, H. N. J., & Zwartkruis-Pelgrim, E. P. H. (2008). Consumer-product attachment: Measurement and design implications. International Journal of Design, 2(3), 1–14.
Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/SJME-03-2018-0009
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Sreejesh, S., Sarkar, A., & Roy, S. (2016). Validating a scale to measure consumer’s luxury brand aspiration. Journal of Product & Brand Management, 25(5), 465–478. https://doi.org/10.1108/JPBM-06-2014-0647
Wei, Q., Lv, D., Lin, Y., Zhu, D., Liu, S., & Liu, Y. (2023). Influence of Utilitarian and Hedonic Attributes on Willingness to Pay Green Product Premiums and Neural Mechanisms in China: An ERP Study. In Sustainability (Vol. 15, Issue 3). https://doi.org/10.3390/su15032403
Yang, L., Wang, B., Zhang, Y., Ye, Z., Wang, Y., & Li, P. (2018). Willing to pay more for high-quality schools? A hedonic pricing and propensity score matching approach. International Review for Spatial Planning and Sustainable Development, 6(1), 45–62. https://doi.org/10.14246/irspsd.6.1_45
Zhang, Y., Xiao, C., & Zhou, G. (2020). Willingness to pay a price premium for energy-saving appliances: Role of perceived value and energy efficiency labeling. Journal of Cleaner Production, 242, 118555. https://doi.org/10.1016/j.jclepro.2019.118555