The impact of brand image and authenticity on Padang City users of Gojek's brand love and loyalty
Keywords:
Brand Loyalty, Brand Authenticity, Brand Love, Brand Image
Abstract
This study is to analyze the effect of brand authenticity and brand image on brand love and brand loyalty of Gojek users in the city of Padang. The research method used is descriptive quantitative analysis with SmartPLS 3.0 as an analytical tool. With Purposive Sampling as a sampling technique and 250 samples for Gojek users in the city of Padang in 2022. The research is: (1) There is a significant influence between Brand authenticity and Brand Love. (2) There is a significant influence between Brand love and brand loyalty. (3) There is a significant influence between Brand image and brand love, and (4) There is a significant influence between Brand image and brand loyalty. (5) There is a significant effect of Brand Authenticity on Brand Loyalty in mediating Brand Love. (6)There is a significant effect of Brand Image on Brand Loyalty in mediating Brand Love
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References
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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, Vol 75, 38-47.
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Morhart, F., Malar, L., Guevremont, A., Girardin, F., Grohmann, B., (2014). Brand authenticity: an integrative framework and measurement scale. Journal Consumers. Psychol. 25(2), 200-218.
Sallam, M. A. (2015). The effects of brand image and brand identification on brand love and purchase decision making: the role of WOM, International Business Research, Vol. 7, No. 10. 187-193.
Silalahi, L., Handayani, P., & Munajat, Q. (2017). Service quality analysis for online transportation service: Case study of Go-Jek. Procedia Computer Science, 124, 487-495.
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Akbar, M. M., & Wymer, W. (2017). Refining the conceptualization of brand authenticity. Journal of Brand Management, 24(1), 14-32.
Albert, N. & Merunka, D. (2014), “The role of brand love in consumer brand relationship”, Journal of Consumer Marketing, Vol. 30 No. 3, pp. 258-266.
Anwar, A., Gulzar, A. (2011). Impact brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty. International Journal of Economics and Management Sciences.
Aria, A., Ko, Y. J., & Kaplanidou, K. (2013). Athlete brand image: scale development and model test. European Sport Management Quarterly, 13(4), 383-403.
Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656-682.
Broadbent, Sarah, K. Bridson, L. Ferkins & R. Rentschler (2010) brand love, brand image and loyalty in Australian Elite Sport.
Chhbra, D., & Kim, E. G. (2018). Brand authenticity of heritage festivals. Annals of Tourism Research, 68(3), 55-57.
Hair, J. F., Black, W. Babin, B. J., & Anderson, R. E. (2010), Multivariate data analysis: A global perspective 7th edition, Pearson, New York.
Halim, A. K. (2017), The influence of brand image on brand loyalty and premium price through the love brand on the Zara fashion brand in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.
Hazee, S., Van Vaerenbergh, Y. and Armirotto, V. (2017), “Co-creating service recorvery after service failure: the role of brand equity”, Journal of Business Research, Vol. 74, pp. 101-109.
Kandampully, J., Zhang, T. and Bilgihan, A. (2015), “Customer loyalty: a review and future directions with a special focus on the hospitality industry”, International Journal of Contemporary Hospitality Management, Vol. 27 No 3, pp. 379-414.
Lee, D., Moon, J., Kim, Y. J. & Yi, M. Y. (2015), “Antecendents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty”, Information & Management, Vol. 52 No. 3, pp. 295-304.
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, Vol 75, 38-47.
Mody, M, Hanks, L, & Dogru, T. (2019). “Parallel pathways to brand loyalty: mapping the consequences of authentic consumption experiences for hotels and Airbnb”, Tourism Management, 74, 65-80.
Morhart, F., Malar, L., Guevremont, A., Girardin, F., Grohmann, B., (2014). Brand authenticity: an integrative framework and measurement scale. Journal Consumers. Psychol. 25(2), 200-218.
Sallam, M. A. (2015). The effects of brand image and brand identification on brand love and purchase decision making: the role of WOM, International Business Research, Vol. 7, No. 10. 187-193.
Silalahi, L., Handayani, P., & Munajat, Q. (2017). Service quality analysis for online transportation service: Case study of Go-Jek. Procedia Computer Science, 124, 487-495.
Sugiyono. (2016). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta, Bandung.
Taherdoost, H. (2019). What is the best reponse scale for survey and questionnaire design; review of different leght of rating scale/attitude, scale/likert scale, International Journal of Academic Research in Management, Vol. 8, No. 1-9.
Yin, C. K., & Shen, H. (2016). Assessing the effects of switching costs on perceived values and brand loyalty: The impact of customers' perceived authenticity in hotel sector. International Journal of Business and Management, 12(1), 84. http://doi.org/10.5539/ ijbm.v12n1p84.
Wilson, N., (2018). The impact of service quality and brand image toward consumer loyalty in the Indonesia airlines industry, Journal Management Indonesia. 18(3), 222-234.
Published
2023-06-30
How to Cite
Harianto, A., & Yasri, Y. (2023). The impact of brand image and authenticity on Padang City users of Gojek’s brand love and loyalty. Marketing Management Studies, 3(2), 112-129. https://doi.org/10.24036/mms.v3i2.363
Section
Articles
