The Evolution of Branding: Navigating the New Landscape of Consumer Trust
Keywords:
Brand Experience, Brand Communication Consistency, Brand Image, Consumer Trust
Abstract
This research investigates the relationships between Brand Experience, Brand Communication Consistency, Brand Image, and Consumer Trust at PT. Indofood Jambi. Utilizing a quantitative approach with a sample of 100 consumers and employing SmartPLS for data analysis, the study examines how these variables interact to influence consumer trust. The findings reveal that Brand Experience significantly affects Brand Image, which in turn has a substantial impact on Consumer Trust. Brand Communication Consistency also plays a critical role, enhancing Consumer Trust through its positive effect on Brand Image. The results emphasize the importance of delivering exceptional brand experiences and maintaining consistent communication to build a strong Brand Image and foster Consumer Trust. These insights provide actionable recommendations for PT. Indofood Jambi to enhance customer loyalty and secure a competitive edge in the regional market.
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[25] R. Joshi, Role Of Brand Experience In Shaping Brand Love Accepted. 2020. doi: 10.1111/IJCS.12618.
[26] J. Jim, N. Rubio, and S. Campo, “Linking the online destination brand experience and brand credibility with tourists ’ behavioral intentions toward a destination,” Elsevier, vol. 79, no. March, 2020.
[2] 24–46. https://doi.org/10.1177/0022242919899905 Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E. M., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing, 84(2), “Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E. M., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing, 84(2), 24–46. https://doi.org/10.1177/0022242919899905,” vol. 1, pp. 105–112, 2019.
[3] R. Casidy, M. Claudy, S. Heidenreich, and E. Camurdan, “The role of brand in overcoming consumer resistance to autonomous vehicles,” Psychol. Mark., vol. 38, no. 7, pp. 1101–1121, 2021, doi: 10.1002/mar.21496.
[4] A. L. Macready, S. Hieke, M. Klimczuk-Kochańska, S. Szumiał, L. Vranken, and K. G. Grunert, “Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe,” Food Policy, vol. 92, no. February, p. 101880, 2020, doi: 10.1016/j.foodpol.2020.101880.
[5] G. S. Nadella, “Understanding the Role of Social Influence on Consumer Trust in Adopting AI Tools,” Int. J. Sustain. Dev. Comput. Sci., pp. 1–18, 2020.
[6] T. T. Oh, K. L. Keller, S. A. Neslin, D. J. Reibstein, and D. R. Lehmann, “The past, present, and future of brand research,” Mark. Lett., vol. 31, no. 2–3, pp. 151–162, 2020, doi: 10.1007/s11002-020-09524-w.
[7] J. Mu and J. Z. Zhang, “Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms,” J. Acad. Mark. Sci., vol. 49, no. 5, pp. 994–1020, 2021, doi: 10.1007/s11747-021-00773-3.
[8] N. E. W. Insights and O. N. Consumption, “Consumer Collectives: A History and Re fl ections on Their Future,” vol. 6, no. 4, 2021.
[9] O. Ozbal, T. Duman, and O. Topaloglu, “A trust-based peer-to-peer digital brand equity (P2P-DBE) model,” J. Mark. Theory Pract., vol. 28, no. 4, pp. 497–520, 2020, doi: 10.1080/10696679.2020.1794901.
[10] R. Pina and Á. Dias, “The influence of brand experiences on consumer-based brand equity,” J. Brand Manag., vol. 28, no. 2, pp. 99–115, 2021, doi: 10.1057/s41262-020-00215-5.
[11] M. Šerić, Đ. Ozretić-Došen, and V. Škare, “How can perceived consistency in marketing communications influence customer–brand relationship outcomes?,” Eur. Manag. J., vol. 38, no. 2, pp. 335–343, 2020, doi: 10.1016/j.emj.2019.08.011.
[12] J. Yang and A. F. Battocchio, “Effects of transparent brand communication on perceived brand authenticity and consumer responses,” J. Prod. Brand Manag., vol. 30, no. 8, pp. 1176–1193, 2021, doi: 10.1108/JPBM-03-2020-2803.
[13] F. Cambier and I. Poncin, “Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context,” J. Bus. Res., vol. 109, no. September 2018, pp. 260–270, 2020, doi: 10.1016/j.jbusres.2019.11.060.
[14] L. Chen et al., “Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention,” Sustain., vol. 13, no. 22, pp. 1–15, 2021, doi: 10.3390/su132212770.
[15] D. Alvarado-Karste and F. Guzmán, “The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity,” J. Prod. Brand Manag., vol. 29, no. 7, pp. 971–984, 2020, doi: 10.1108/JPBM-06-2019-2419.
[16] A. Ghadani, A. M. Muhar, and A. I. Sari, “Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness,” Insight Manag. J., vol. 2, no. 3, pp. 110–118, 2022, doi: 10.47065/imj.v2i3.200.
[17] N. Ihzaturrahma and N. Kusumawati, “Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product,” Int. J. Entrep. Manag. Pract., vol. 4, no. 15, pp. 23–41, 2021, doi: 10.35631/ijemp.415002.
[18] T. A. Mardius et al., “The Effect of Marketing Mix and Brand Image towards Interest of Students at Riyadlul Jannah Islamic High School Jonggol,” Int. J. Sharia Bus. Manag., vol. 2, no. 2, pp. 2828–5891, 2023.
[19] E. C. Waworuntu, D. W. Mandagi, and A. S. Pangemanan, “‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product,” Society, vol. 10, no. 2, pp. 351–369, 2022, doi: 10.33019/society.v10i2.463.
[20] M. T. Febriyantoro, “Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation,” Cogent Bus. Manag., vol. 7, no. 1, 2020, doi: 10.1080/23311975.2020.1787733.
[21] G. Cahyamuliani, “Journal of Marketing and Business Research,” J. Mark. Bus. Res., vol. 2, no. 1, pp. 11–22, 2022.
[22] J. Kim, M. Giroux, and J. C. Lee, “When do you trust AI? The effect of number presentation detail on consumer trust and acceptance of AI recommendations,” Psychol. Mark., vol. 38, no. 7, pp. 1140–1155, 2021, doi: 10.1002/mar.21498.
[23] M. Irshad, M. S. Ahmad, and O. F. Malik, “Understanding consumers’ trust in social media marketing environment,” Int. J. Retail Distrib. Manag., vol. 48, no. 11, pp. 1195–1212, 2020, doi: 10.1108/IJRDM-07-2019-0225.
[24] J. Hwang, J. Young, J. Choe, H. Markham, and J. Jenny, “International Journal of Hospitality Management Human baristas and robot baristas : How does brand experience affect brand satisfaction , brand attitude , brand attachment , and brand loyalty ?,” Int. J. Hosp. Manag., vol. 99, no. June, p. 103050, 2021, doi: 10.1016/j.ijhm.2021.103050.
[25] R. Joshi, Role Of Brand Experience In Shaping Brand Love Accepted. 2020. doi: 10.1111/IJCS.12618.
[26] J. Jim, N. Rubio, and S. Campo, “Linking the online destination brand experience and brand credibility with tourists ’ behavioral intentions toward a destination,” Elsevier, vol. 79, no. March, 2020.
Published
2024-08-01
Section
Articles
Copyright (c) 2024 Firman Syah Noor, Yongky Ade Prahasta, Hermanto Hermanto
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
