_.gif)
_.gif)
The Effect of Drivers and Outcomes of Brand Engagement in Self Concept on Luxury Bag Brand
Abstract
The purpose of this study is to analyze the effect drivers and outcomes of brand engagement in self-concept on luxury bag brands. The primary data collection method used is the questionnaire method with purposive sampling and non-probability sampling techniques to 120 respondents who have luxury branded bags. Data were analyzed using Covariance-Based Structural Equation Modeling (SEM). The results of this study indicate that Social Media Marketing Social media marketing activities positively affect BESC (Brand engagement in self-concept).
Keywords
Full Text:
PDFReferences
Arif, S. (2019). Influence of Leadership, Organizational Culture, Work Motivation, and Job Satisfaction of Performance Principles of Senior High School in Medan City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 239-254
Bain & Company. (2012, May 12). Luxury Goods Worldwide Market Study 2012. https://www.bain.com/insights/luxury-goods-market-study-2012/
Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. (2011), “Customer engagement: conceptual domain, fundamental propositions, and implications for research”, Journal of Service Research, Vol. 16 No. 5, pp. 354-378.
Chevalier, M. and Mazzalovo, G. (2008), Luxury Brand Management: A World of Privilege, John Wiley & Sons (Asia) Pte Ltd, Singapore.
Choo, Ho & Moon, Heekang & Kim, Hyunsook & Yoon, Namhee. (2012). Luxury customer value. Journal of Fashion Marketing and Management. 16. 81-101. 10.1108/13612021211203041.
Deangelis, Matteo & Bonezzi, Andrea & Peluso, Alessandro M. & Rucker, Derek & Costabile, Michele. (2012). On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission. Journal of Marketing Research. 49. 551-563. 10.2307/41714446.
Elliott, R. (2004), “Making up people: consumption as a symbolic vocabulary for the construction of identity”, in Ekstrom, K. and Brembek, H. (Eds), Elusive Consumption: Tracking New Research Perspectives, Berg Publishers, Oxford, pp. 129-140.
Escalas, J.E. (2004), “Narrative processing: building consumer connections to brands”, Journal of Consumer Psychology, Vol. 14 No. 1, pp. 168-179.
Gambetti, R.C. Graffigna, G. and Biraghi, S. (2012), “The grounded theory approach to consumer- brand engagement”, International Journal of Market Research, Vol. 54 No. 5, pp. 659-687.
Hair, Joseph & Black, William & Babin, Barry & Anderson, Rolph. (2010). Multivariate Data Analysis: A Global Perspective.
Hollebeek, L.D. and Chen, T. (2014), “Exploring positively-versus negatively-valenced brand engagement: a conceptual model”, The Journal of Product and Brand Management, Vol. 23 No. 1, pp. 62-74.
Hung, Kuang-Peng & Chen, Annie & Peng, Norman & Hackley, Chris & Hackley, Rungpaka Amy & Chou, Chun-lun. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management. 20. 457-467. 10.1108/10610421111166603.
J. M. Bristor, “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, Vol. 4, 1990, pp. 51-83.
Kapferer, J.N. (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Kogan Page Publishers, London.
Kapferer, J.N. and Bastien, V. (2009), “The specificity of luxury management: turning marketing upside down”, Journal of Brand Management, Vol. 16 Nos 5/6, pp. 311-322.
Kelly, L., Kerr, G. and Drennan, J. (2010), “Avoidance of advertising in social networking sites: the teenage perspective”, Journal of Interactive Advertising, Vol. 10 No. 2, pp. 16-27.
Kim, A.J. and Ko, E. (2010), “Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention”, Journal of Global Fashion Marketing, Vol. 1 No. 3, pp. 164-171.
Kumar, V. & Pansari, Anita. (2017). Customer Engagement - The Construct, Antecedents and Consequences. Journal of the Academy of Marketing Science. 45. 10.1007/s11747-016-0485-6.
Liu, R.L., Sprott, D.E., Spangenberg, E.R., Czellar, S. and Voss, K.E. (2018), “Consumer preference for national vs. private brands: the influence of brand engagement and self-concept threat”, Journal of Retailing and Consumer Services, Vol. 41, pp. 90-100.
Millen, D.R. and Patterson, J.F. (2002), “Stimulating social engagement in a community network”, The Proceedings of the 2002 ACM Conference on Computer Supported Cooperative Work, New York, NY, pp. 306-313.
Mitchell, A. A., & Olson, J. C. (2013). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3),318-332.
Mohd Noor Mamat, Norshazreena Mohd Noor, Norshaheeda Mohd Noor,
Moore, D.J. and Homer, P.M. (2008), “Self-brand connections: the role of attitude strength and autobiographical memory primes”, Journal of Business Research, Vol. 61 No. 7, pp. 707-714.
Nandan, Shiva. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. The Journal of Brand Management. 12. 264-278. 10.1057/palgrave.bm.2540222.
Niati, D. R., Siregar, Z. M. E., & Prayoga, Y. (2021). The Effect of Training on Work Performance and Career Development: The Role of Motivation as Intervening Variable. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(2), 2385–2393. https://doi.org/10.33258/birci.v4i2.1940
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010), “Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers”, Journal of Marketing, Vol. 74 No. 6, pp. 1-17.
Purchase Intentions of Foreign Luxury Brand Handbags among Consumers in Kuala Lumpur, Malaysia,Procedia Economics and Finance,Volume 35, 2016, Pages 206-215.
Sanjaya, Y. C. A. (2022, January 12). 30 Merek Tas Mewah Dunia, Mana Pilihanmu?Kompas.Com.https://lifestyle.kompas.com/read/2022/01/12/122617620/30-merek-tas-mewah-dunia-mana-pilihanmu?page=all
Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th Edition, Wiley & Sons, West Sussex.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Thomson, Matthew & Macinnis, Deborah & Park, C.. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology - J CONSUM PSYCHOL. 15. 77-91. 10.1207/s15327663jcp1501_10.
Tsai, W.H.S. and Men, L.R. (2013), “Motivations and antecedents of consumer engagement with brand pages on social networking sites”, Journal of Interactive Advertising, Vol. 13 No. 2, pp. 76-87.
Tynan, C., McKechnie, S. and Chhuon, C. (2010), “Co-creating value for luxury brands”, Journal of Business Research, Vol. 63 No. 11, pp. 1156-1163.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010), “Customer engagement behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13 No. 3, pp. 253-266.
Vigneron, F. and Johnson, L.W. (2004), “Measuring perceptions of brand luxury”, Journal of Brand Management, Vol. 11 No. 6, pp. 484-506.
Walker, L. Jean. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research - J SERV RES. 4. 60-75. 10.1177/109467050141006.
Yang, S., Lin, S., Carlson, J.R. and Ross, W.T. Jr (2016), “Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?”, Journal of Marketing Management, Vol. 32 Nos 5/6, pp. 526-557.
DOI: https://doi.org/10.33258/birci.v5i3.6593
Article Metrics
Abstract view : 769 timesPDF - 23 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.