Brand love influence on brand equity in Kpop Industry using brand engagement as a mediating variable
Keywords:
Brand love, brand equity, brand engagement
Abstract
This research aims to analyze the effect of brand love on brand equity in the Kpop industry with social media brand engagement as a mediating variable in fandom ATEEZ (ATINY). 200 respondents were the sample of this study. Data is processing by SmartPLS and collected from online questionnaire. The results of this study showed that (1) Brand love has a significant positive effect on social media brand engagement in fandom ATEEZ (ATINY). (2)Brand love has a significant effect on brand equity in fandom ATEEZ (ATINY). (3) Social media brand engagement has a significant effect on brand equity in fandom ATEEZ (ATINY). (4) Brand love has a significant positive effect on brand equity through social media brand engagement in fandom ATEEZ (ATINY).
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References
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Supranto. Limakrisna, Nandan, 2011, Perilaku Konsumen dan Strategi Pemasaran. Mitra Wacana Media: Jakarta
Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1), 171–184. https://doi.org/10.1086/429607
Al battat, A. (2020). The Impact of Online Marketing in Travel Agency. The Emerald Handbook of ICT in Tourism and Hospitality, 2000, 85–96. https://doi.org/10.1108/978-1-83982-688-720201006
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
Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3_suppl), S128–S144. https://doi.org/10.1177/0972150917693160
Bickart, B., & Schindler, R. M. (2001). Internet Forums As Influential. Journal of Interactive Marketing, 15(3), 31–40.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948
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
Chahal, H., Wirtz, J., & Verma, A. (2020). Social media brand engagement: dimensions, drivers and consequences. Journal of Consumer Marketing, 37(2), 191–204. https://doi.org/10.1108/JCM-11-2018-2937
Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities' relational outcomes, through brand love. Journal of Product and Brand Management, 28(2), 154-165. https://doi.org/10.1108/JPBM-09-2017-1593
Fetscherin, M., Guzman, F., Veloutsou, C., & Cayolla, R. R. (2019). Latest research on brand relationships: introduction to the special issue. Journal of Product and Brand Management, 28(2), 133–139. https://doi.org/10.1108/JPBM-12-2018-2167
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. In Management Research Review (Vol. 35, Issue 9). https://doi.org/10.1108/01409171211256578
H. Sofyani, P. U. (n.d.). Modul Praktik Partial Least Square (PLS).
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Hsu, L., & Lawrence, B. (2016). The role of social media and brand equity during a product recall crisis: A shareholder value perspective. International Journal of Research in Marketing, 33(1), 59-77. https://doi.org/10.1016/j.ijresmar.2015.04.004
Khamitov, M., Wang, X. (shane), Thomson, M., Morwitz, V. G., Inman, J. J., & Hoegg, J. (2019). How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities. Journal of Consumer Research, 46(3), 435–459. https://doi.org/10.1093/jcr/ucz006
Khamwon., A., & Niyomsart, S. (2015). Brand Love, Brand Loyalty, and Word of Mouth: a Case of Airasia. Conference of the International Journal of Arts & Sciences, 09(October 2015), 263–268. https://www.researchgate.net/publication/304469268
Kotler, P., Keller, K.L. (2009). Marketing management 13 edition. New Jersey: Pearson Prentice Hall.
Lee , J., & Park, C. (2021). Customer engagement on social media, brand equity and financial performance: a comparison of the US and Korea. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2020-0689
Lumba, M. G. (2019). Peran Brand Love Terhadap Brand Loyalty Dan Willingness To Pay Premium Price Pada Pembeli Iphone Di Surabaya. Agora, 7(1), 287271.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Meirani, M., & Abror. (2019). The Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, on Honda Customer-Based Brand Equity. Advances in Economics, Business and Management Research, 97(Piceeba), 341–352.
Nikhashemi, S. R., Jebarajakirthy, C., & Nusair, K. (2019). Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach. Journal of Retailing and Consumer Services, 48(October 2018), 122–135. https://doi.org/10.1016/j.jretconser.2019.01.014
Novianti, E. (2010). Universitas indonesia pengaruh terapi kelompok.
Noyan, F., & Simsek, G. G. (2012). A Partial Least Squares Path Model of Repurchase Intention of Supermarket Customers. Procedia - Social and Behavioral Sciences, 62, 921-926. https://doi.org/10.1016/j.sbspro.2012.09.156
Rambocas, M., Kirpalani, V. M., & Simms, E. (2018). Brand Equity and customer behavioral intentions: a mediated moderated model. International Journal of Bank Marketing, 36(1), 19-40. https://doi.10.1108/IJBM-09-2016-0139
Razaei Sajad. (2015). 기사 (Article) 와 안내문 (Information) [. The Eletronic Library, 34(1), 1–5.
Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325-332.
Supranto. Limakrisna, Nandan, 2011, Perilaku Konsumen dan Strategi Pemasaran. Mitra Wacana Media: Jakarta
Published
2022-12-21
How to Cite
Mustafa, N., & Patrisia, D. (2022). Brand love influence on brand equity in Kpop Industry using brand engagement as a mediating variable. Marketing Management Studies, 2(4), 369-377. https://doi.org/10.24036/mms.v2i4.297
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Articles
