Apakah Kesenangan Konsumen Dan Identifikasi Sosial Meningkatkan Loyalitas Merek? Peran Cinta Merek Sebagai Pemediasi
Abstract
Research examines the effect of customer delight, and self-identification on loyalty through the mediating role of brand love. This study uses a quantitative method with a sample of users of body care products. Data collection used an online survey method with a total of 197 respondents. The results of the analysis using SEM Amos have shown that consumer pleasure has no positive effect on brand love. Brand love has no positive effect on loyalty, customer social identification has a positive effect on love and loyalty. Furthermore, consumer pleasure has a positive effect on loyalty.
Keywords: Customer delight, Social identification, Loyalty, Brand love.
References
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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
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Aprilianingsih, P. D., & Putra, H. B. (2021). Jurnal Bisnis dan Ekonomi. Jurnal Bisnis Dan Ekonomi, 28(2), 160–172.
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Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877. https://doi.org/10.1080/13527266.2016.1244108
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
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Finn, A. (2012). Customer Delight: Distinct Construct or Zone of Nonlinear Response to Customer Satisfaction? Journal of Service Research, 15(1), 99–110. https://doi.org/10.1177/1094670511425698
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
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
Kim, M. R., Vogt, C. A., & Knutson, B. J. (2015). Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry. Journal of Hospitality and Tourism Research, 39(2), 170–197. https://doi.org/10.1177/1096348012471376
Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112029
Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147. https://doi.org/10.1016/j.jretconser.2013.07.009
Kuo, Y. F., & Hou, J. R. (2017). Oppositional brand loyalty in online brand communities: Perspectives on social identity theory and consumer-brand relationship. Journal of Electronic Commerce Research, 18(3), 254–268.
Kwong, K. K., & Yau, O. H. M. (2002). The Conceptualization of Customer Delight : A Research Framework. Asia Pacific Management Review, 7(October 2001), 255–266.
Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Leaniz, G. de, Martínez, P., & Rodríguez Del Bosque Rodríguez, I. (2015). Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing and Management, 24(1), 1–23. https://doi.org/10.1080/19368623.2014.891961
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(March 2017), 38–47. https://doi.org/10.1016/j.ijhm.2018.03.005
Maria Vernuccio Margherita, Pagani Camilla Barbarossa, A. P. (2015). Antecedents of brand love in online network-based communities. a social identity perspective. Journal of Product & Brand Management, 24(1), 1–5. http://dx.doi.org/10.1108/JPBM-12-2014-0772%0ADownloaded
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
Oliver. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33.
Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: A complementary approach to explain emotional attachment toward brands. Journal of Product and Brand Management, 20(4), 297–308. https://doi.org/10.1108/10610421111148315
Rather, R. A., & Hollebeek, L. D. (2019). Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty. International Journal of Contemporary Hospitality Management, 31(3), 1432–1451. https://doi.org/10.1108/IJCHM-10-2017-0627
Sallam, M. A., & Wahid, N. A. (2015). The Effect Of Satisfication and Brand Identification On Brand Love And Brand Equity. III(2), 1–13.
Shirsavar, H. A., Gilaninia, S., & Almani, A. M. (2012). A Study of factors influencing positive word of mouth in the Iranian banking industry. Middle East Journal of Scientific Research, 11(4), 454–460.
Trivedi, J. (2020). Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 30(2), 188–209. https://doi.org/10.1080/21639159.2020.1717978
Trivedi, J., & Sama, R. (2021). Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love. Journal of Consumer Behaviour, 20(3), 748–761. https://doi.org/10.1002/cb.1903
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59. https://doi.org/10.1016/j.jbusres.2011.07.022
Al-Haddad, A. (2019). Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love. In Advances in Science, Technology and Innovation. Springer International Publishing. https://doi.org/10.1007/978-3-030-01662-3_28
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
Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing and Management, 7, 1–11. https://doi.org/10.1016/j.jdmm.2016.05.003
Alnawas, I., & Altarifi, S. (2016). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 111–128. https://doi.org/10.1177/1356766715604663
Aprilianingsih, P. D., & Putra, H. B. (2021). Jurnal Bisnis dan Ekonomi. Jurnal Bisnis Dan Ekonomi, 28(2), 160–172.
Arnold, M. J., Reynolds, K. E., Ponder, N., & Lueg, J. E. (2005). Customer delight in a retail context: Investigating delightful and terrible shopping experiences. Journal of Business Research, 58(8), 1132–1145. https://doi.org/10.1016/j.jbusres.2004.01.006
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
Aron, A., Paris, M., & Aron, E. N. (1995). Falling in Love: Prospective Studies of Self-Concept Change. Journal of Personality and Social Psychology, 69(6), 1102–1112. https://doi.org/10.1037/0022-3514.69.6.1102
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
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
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877. https://doi.org/10.1080/13527266.2016.1244108
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
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Dey, S., Ghosh, S., Datta, B., & Barai, P. (2017). A study on the antecedents and consequences of customer delight. Total Quality Management and Business Excellence, 28(1–2), 47–61. https://doi.org/10.1080/14783363.2015.1049146
Elias-Almeida, A., Miranda, F. J., & Almeida, P. (2016). Customer delight: perception of hotel spa consumers. European Journal of Tourism, Hospitality and Recreation, 7(1), 13–20. https://doi.org/10.1515/ejthr-2016-0002
Finn, A. (2012). Customer Delight: Distinct Construct or Zone of Nonlinear Response to Customer Satisfaction? Journal of Service Research, 15(1), 99–110. https://doi.org/10.1177/1094670511425698
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
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
Kim, M. R., Vogt, C. A., & Knutson, B. J. (2015). Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry. Journal of Hospitality and Tourism Research, 39(2), 170–197. https://doi.org/10.1177/1096348012471376
Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112029
Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147. https://doi.org/10.1016/j.jretconser.2013.07.009
Kuo, Y. F., & Hou, J. R. (2017). Oppositional brand loyalty in online brand communities: Perspectives on social identity theory and consumer-brand relationship. Journal of Electronic Commerce Research, 18(3), 254–268.
Kwong, K. K., & Yau, O. H. M. (2002). The Conceptualization of Customer Delight : A Research Framework. Asia Pacific Management Review, 7(October 2001), 255–266.
Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Leaniz, G. de, Martínez, P., & Rodríguez Del Bosque Rodríguez, I. (2015). Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing and Management, 24(1), 1–23. https://doi.org/10.1080/19368623.2014.891961
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(March 2017), 38–47. https://doi.org/10.1016/j.ijhm.2018.03.005
Maria Vernuccio Margherita, Pagani Camilla Barbarossa, A. P. (2015). Antecedents of brand love in online network-based communities. a social identity perspective. Journal of Product & Brand Management, 24(1), 1–5. http://dx.doi.org/10.1108/JPBM-12-2014-0772%0ADownloaded
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
Oliver. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33.
Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: A complementary approach to explain emotional attachment toward brands. Journal of Product and Brand Management, 20(4), 297–308. https://doi.org/10.1108/10610421111148315
Rather, R. A., & Hollebeek, L. D. (2019). Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty. International Journal of Contemporary Hospitality Management, 31(3), 1432–1451. https://doi.org/10.1108/IJCHM-10-2017-0627
Sallam, M. A., & Wahid, N. A. (2015). The Effect Of Satisfication and Brand Identification On Brand Love And Brand Equity. III(2), 1–13.
Shirsavar, H. A., Gilaninia, S., & Almani, A. M. (2012). A Study of factors influencing positive word of mouth in the Iranian banking industry. Middle East Journal of Scientific Research, 11(4), 454–460.
Trivedi, J. (2020). Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 30(2), 188–209. https://doi.org/10.1080/21639159.2020.1717978
Trivedi, J., & Sama, R. (2021). Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love. Journal of Consumer Behaviour, 20(3), 748–761. https://doi.org/10.1002/cb.1903
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59. https://doi.org/10.1016/j.jbusres.2011.07.022
Published
2024-01-31
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Copyright (c) 2024 Harmanda Berima Putra, Kristina Anindita
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