Factors Influencing Overall Brand Equity And Identification In Local Cultural Heritage Products: A Case Study On Indonesian Millennial And Gen Z Generations

  • Sifa Azzahra Universitas Prasetiya Mulya
  • Iwa Sanjaya Universitas Prasetiya Mulya
  • Jeanne Lukman Universitas Prasetiya Mulya
  • Jonathan Ermanda Universitas Prasetiya Mulya
Keywords: Brand Awareness; Perceived Quality; Brand Association; Brand Loyalty; Brand equity; Perceived Localness; Purchase Intention; Local Fashion Heritage

Abstract

 The purpose of this study is to look into the variables affecting overall brand equity and identification in locally produced cultural heritage goods among Indonesian millennials and Gen Z. While overall brand equity serves as a moderator variable, the study focuses on brand awareness, perceived quality, brand associations, brand loyalty, and perceived brand localness (PBL) as independent factors and the dependent variable is intention to purchase. Design/methodology/approach: A sample of 300 respondents from the Jabodetabek neighborhood, Indonesia, were used in a quantitative manner. Questionnaires that were circulated electronically were used to collect data. Regression analysis, factor analysis, and reliability tests were all used to examine the correlations between the different variables. Findings: The data show that brand associations, brand loyalty, and perceived brand localness (PBL) all have a big impact on overall brand equity. Brand equity, however, is not greatly influenced by brand awareness and perceived quality. In addition, overall brand equity significantly influences purchase intention in a favorable way. Research limitations/implications: The study is restricted to a certain geographic area and an age range, which may prevent it from being generalized. Furthermore, the study ignores influences from outside the specified setting and only looks at context-specific characteristics. Originality/value: This study advances our knowledge of how perceptions of brand localness, brand loyalty, and brand associations affect total brand equity in the context of locally produced goods with a rich cultural heritage. Additionally, it emphasizes how important total brand equity is in influencing millennial and Gen Z consumers in Indonesia's purchasing decisions.

Keywords: Brand Awareness; Perceived Quality; Brand Association; Brand Loyalty; Brand equity; Perceived Localness; Purchase Intention; Local Fashion Heritage.

References

Aaker, D.A. (1996) Measuring Brand Equity across Products and Markets. California Management Review, 38, 102-120. http://dx.doi.org/10.2307/41165845
Aaker, David A. (1991). Managing brand equity : capitalizing on the value of a brand name. New York: Free Press
Appiah-Nimo, K., Muthambi, A. and Devey, R. (2023), "Consumer-based brand equity of South African luxury fashion brands", Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-10-2021-0277
CHEN, C.-F., & TSENG, W.-S. (2010). Exploring Customer-based Airline Brand Equity: Evidence from Taiwan. Transportation Journal, 49(1), 24–34. http://www.jstor.org/stable/40904819
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Hair, et al, 2014, Multivariate Data Analysis, New International Edition., New Jersey : Pearson.
Han, B. (2023), The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning, Journal of Product & Brand Management, 32(4), 632-644. https://doi.org/10.1108/JPBM-02-2022-3868
Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141–148. http://www.jstor.org/stable/2626806
Jayswal, M., & Vora, P. (2019). Impact of Brand Association on Brand Equity with Specific Focus on Advergames in India. Journal of Creative Communications, 14(3), 271–284. https://doi.org/10.1177/0973258619866366
Jeon, H. M., & Yoo, S. R. (2021). The relationship between brand experience and consumer-based brand equity in grocerants. Service Business, 15(2), 369–389. https://doi.org/10.1007/s11628-021-00439-8
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Le-Hoang, P. V., Nguyen, G., Phung, H., Vi, H., & Trọng Nhân, P. (2020). The relationship between brand equity and intention to buy: the case of convenience stores. Independent Journal of Management & Production, 11, 434. https://doi.org/10.14807/ijmp.v11i2.1062
Malhotra, Naresh K. (2004), Marketing Research: An Applied Orientation, Fourth Edition, Prentice Hall, New Jersey.
Mirabi, V., Akbariyeh, H. and Tahmasebifard, H. (2015) A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology, 2, 267-273.
Mohammed, I., Mahmoud, M., & Hinson, R. (2021). The effect of brand heritage in tourists’ intention to revisit. Journal of Hospitality and Tourism Insights, ahead-of-print. https://doi.org/10.1108/JHTI-03-2021-0070
Muller, S. M. (2020). All Animals Are Equal (but Some Are More Equal than Others): Impersonating Animals, 23(December 2018), 33–58. https://doi.org/10.14321/j.ctv128fp04.6
Nath Sanyal, S. and Datta, S.K. (2011), The effect of country of origin on brand equity: an empirical study on generic drugs, Journal of Product & Brand Management, 20(2), pp. 130-140. https://doi.org/10.1108/10610421111121125
Nie, C., & Wang, T. (2019). How global brands incorporate local cultural elements to improve brand evaluations: A perspective on cultural mixing. International Marketing Review, ahead-of-print. https://doi.org/10.1108/IMR-01-2019-0035
Prados-Peña, M. B., & Del Barrio-García, S. (2021). Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience. European Research on Management and Business Economics, 27(3), 100153. https://doi.org/https://doi.org/10.1016/j.iedeen.2021.100153
Rambocas, M., & Narsingh, S. (2022). Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago. International Journal of Bank Marketing, ahead-of-p. https://doi.org/10.1108/IJBM-08-2021-0377
Russell J. Zwanka & Cheryl Buff (2021) COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic, Journal of International Consumer Marketing, 33(1), 58-67. https://doi.org/10.1080/08961530.2020.1771646
Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022). Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context. Frontiers in Psychology, 13(July), 1–16. https://doi.org/10.3389/fpsyg.2022.919020
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
Shah, et al. (2012) The Impact of Brands on Consumer Purchase intentions, Asian Journal of Business Management, 4(2), 105-110.
Steenkamp, J. B. E. M. (2019). Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions. Journal of International Marketing, 27(1), 1–19. https://doi.org/10.1177/1069031X18811289
Supphellen, M. (2000). Understanding Core Brand Equity: Guidelines for In-depth Elicitation of Brand Associations. International Journal of Market Research, 42(3), 1–14. https://doi.org/10.1177/147078530004200305
Świtała, et al. (2018). The Influence of Brand Awareness and Brand Image on Brand Equity - an Empirical Study of Logistics Service Providers. Journal of Economics and Management. 33. 96-119. https://doi.org/10.22367/JEM.2018.33.06
Swoboda, et al. (2011). The Globalness Route Toward Brand Equity: How Consumer and Brand Level Factors Change the Route to Success. Association for Consumer Research, 631-632.
Xie, Y., Batra, R., & Peng, S. (2015). An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect. Journal of International Marketing, 23(1), 50–71. http://www.jstor.org/stable/43966480
Yoo, B. and Donthu, N. (2001) Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52, 1-14. http://dx.doi.org/10.1016/S0148-2963(99)00098-3.
Aaker, David A. (1991). Managing brand equity : capitalizing on the value of a brand name. New York: Free Press
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Hair, et al, 2014, Multivariate Data Analysis, New International Edition., New Jersey : Pearson.
Published
2024-05-23
Abstract viewed = 8 times
pdf downloaded = 1 times