Brand Attachment As A Driver Of Influencer Authority
DOI:
https://doi.org/10.53748/jbms.v1i4.91Keywords:
Influencer marketing, Brand attachment, Brand love, Brand personality, Perceived quality, Authority capitalAbstract
Objective – This study examines how influencers as a new marketing strategy to increase brand attachment and brand love from customers through perceived quality, personal branding, and brand personality with a case study of Arief Muhammad’s business, Billionaire’s Project. Methodology – Using SmartPLS software as a tool to examine validity and reliability, this study is quantitative in nature and 185 people in all took part in the survey for this study. Findings – The result highlights the brand attachment is the main variable that can influence influencer authority capital for influencers to be able to increase influence on customers to be bonded to traded brands. Novelty – This study contributes to a deeper understanding of how these factors interact to influence consumer behavior in the context of influencer marketing.
Downloads
References
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102.
Abosag, I., Ramadan, Z. B., Baker, T., & Jin, Z. (2020). Customers’ need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 862-872.
Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075.
Amoako, G. K., & Adjaison, G. K. (2012). Non-empirical analysis of the relationship between personal branding and individual performance. Journal of Marketing and Operations Management Research, 2(3), 117.
Anselmsson, J., Johansson, U., & Persson, N. (2007). Understanding price premium for grocery products: A conceptual model of customer‐based brand equity. Journal of Product & Brand Management, 16(6), 401-414.
Aronson, E., Wilson, T. D., & Akert, R. M. (2007). Social psychology. Pearson Education.
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47.
Batra, R., Ahuvia, A. C., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
Boulding, W., Kaira, A., Staelin, R., & Zeithaml, V. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Butar, I. D., Pratama, M. H., & Pangaribuan, C. H. (2021). Driving brand loyalty in the creative culinary industry. Milestone: Journal of Strategic Management, 1(1), 1-10.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
Gad, T., & Rosencreutz, A. (2002). What do you stand for? Managing brand me: How to build your personal brand. Momentum/Pearson Education Limited.
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.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in Psychology, 9, 2238.
Gujarati, D. N., & Porter, D. (2009). Essentials of econometrics (4th ed.). McGraw-Hill.
Gunawan, L., Haryono, S., & Andreani, F. (2021). Social media influencer, brand awareness, and purchase decision among generation Z in Surabaya. JMK, 23(1), 18-26.
Hanifati, L. N., & Salehudin, I. (2021). The effect of perceived product quality, brand personality, and loyalty on brand switching intention of technological products. The South East Asian Journal of Management, 15(2), Article 3.
Hinkin, T. R., Tracey, J. B., & Enz, C. A. (1997). Scale construction: Developing reliable and valid measurement instruments. Journal of Hospitality & Tourism Research, 21(1), 100-120.
Jacobson, J. (2020). You are a brand: Social media managers’ personal branding and “the future audience.” Journal of Product & Brand Management, 29(6), 715-727.
Kotler, P., Armstrong, G., Ang, S. H., Tan, C. T., Yau, O. H., & Meng, S. (2012). Principles of marketing: An Asian perspective. Pearson/Prentice-Hall.
Lacoeuilhe, J., & Belaid, S. (2007). Which measure(s) for brand attachment? Revue Francaise Du Marketing, 213(3/5), 7-25.
Manoppo, C. O., & Pandowo, M. (2020). The impact of brand personality and self-image congruency on student’s brand attachment of Apple products. Jurnal EMBA, 8(4), 242-250.
Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1), 13-23.
Pangaribuan, C. H., Paulina, P., & Thahar, D. (2020). The roles of sensory attributes, functional benefit, and brand ambassador toward the brand loyalty and repurchase intention of a coffee brand. International Journal of Social Science and Business, 4(4), 475-481.
Pangaribuan, C. H., Ravenia, A., & Sitinjak, M. F. (2019a). Beauty influencer’s user-generated content on Instagram: Indonesian millennials context. International Journal of Scientific & Technology Research, 8(9), 1911-1917.
Pangaribuan, C. H., Yandi, M., & Ardiansyah, M. (2019b). Analyzing the effects of product quality, packaging, promotional offer, availability, and variety toward brand loyalty of “Mie Sedaap.” Journal of Business and Entrepreneurship, 6(1), 1-14.
Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271-288.
Rosenfeld, P., Giacalone, R. A., & Riordan, C. A. (2002). Impression management: Building and enhancing reputations at work. Thomson Learning.
Schiffman, L., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education, Inc.
Schwirblat, T., Freberg, K., & Freberg, L. (2022). Cancel culture: A career vulture amongst influencers on social media. In J. H. Lipschultz, K. Freberg, & R. Luttrell (Eds.), The Emerald handbook of computer-mediated communication and social media (pp. 359-375). Emerald Publishing Limited.
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2012). Marketing: Real people, real choice. Pearson Education, Inc.
Stylidis, K., Wickman, C., & Soderberg, R. (2020). Perceived quality of products: A framework and attributes ranking method. Journal of Engineering Design, 31(1), 37-67.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104-119.
Tosun, P., & Gürce, M. Y. (2022). Consumer complaining behavior in banking: The influence of brand image on brand forgiveness and negative word-of-mouth. Journal of Financial Services Marketing, 29(2), 203-212.
Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management, 26(1-2), 56-73.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(2), 2-22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Business, Management, and Social Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 (CC 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
