The effect of brand heritage on brand loyalty mediated by brand image and brand trust on the viva cosmetics brand in West Sumatera
Keywords:
Brand Trust, Brand Image, Brand Heritage, Brand Loyalty
Abstract
The purpose of this study was to analyze The Influence of Brand Heritage on Brand Loyalty Mediated by Brand Image and Brand Trust on Viva Cosmetics Brand in West Sumatra. The population of the study were women domiciled in West Sumatra and had used Viva Cosmetics products for more than 2 years. The research sample was 250 respondents. Data were collected through online questionnaires and data analysis was carried out using Smart PLS software. The results of this study indicate that Brand Heritage and Brand Image have a significant positive effect on Brand Loyalty. Brand Trust does not have a significant effect on Brand Loyalty. Brand Heritage has a significant positive effect on Brand Image. Brand Heritage and Brand Image have a significant positive effect on Brand Trust. Brand Heritage has a significant positive effect on Brand Loyalty mediated by Brand Image. Brand Heritage has no significant effect on Brand Loyalty mediated by Brand Trust. Brand Heritage has a significant positive effect on Brand Trust mediated by Brand Image. Brand Heritage has no significant effect on Brand Loyalty mediated by Brand Image and Brand Trust. Brand Image has no significant effect on Brand Loyalty mediated by Brand Trust.
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References
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Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426.
Cassia, F., Cobelli, N., & Ugolini, M. (2017). The effects of goods-related and service-related B2B brand images on customer loyalty. Journal of Business & Industrial Marketing, 32(5), 722-732.
Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study. Journal of business research, 58(5), 664-673.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Cooper, R. G. (2021). Accelerating innovation: Some lessons from the pandemic. Journal of Product Innovation Management, 38(2), 221-232.
Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25-34.
Erdem, T., & Swait, J. (2001). Brand equity as a signaling. Journal of consumer Psychology, 7(2), 131-157.
Faradisa, N. A. (2019). Pengaruh Komunikasi Merek, Citra Merek Dan Kepercayaan Merek Melalui Media Online Terhadap Loyalitas Merek Pada E-Commerce (Studi Kasus Pada Pengguna e-Commerce Di FE UII).
Fatikhyaid, M., Rachma, N., & Hufron, M. (2019). Pengaruh brand image, brand awareness dan brand trust terhadap brand loyalty pengguna smartphone merek Samsung (Studi kasus pada mahasiswa Fakultas Ekonomi dan Bisnis Unisma). E-JRM: Elektronik Jurnal Riset Manajemen, 8(10).
Ferdiawan, Y., Hermawan, A., Wardana, L. W., & Arief, M. (2018). Satisfaction as effect mediation of brand image and customer relationship management on customer’s loyalty. KnE Social Sciences, 34-50.
Fitriani, A., & Achmad, G. N. (2021). The effect of brand identification and brand image on brand love and brand loyalty on iphone smartphone product users in samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Han, M., Newman, G. E., Smith, R. K., & Dhar, R. (2021). The curse of the original: How and when heritage branding reduces consumer evaluations of enhanced products. Journal of Consumer Research, 48(4), 709-730.
Hayuni, H. Z., & Sharif, O. O. (2023). THE EFFECTS OF BRAND IMAGE, BRAND SATISFACTION, AND BRAND TRUST ON LOYALTY FORMATION: THE MODERATION ROLE OF BRAND LOVE AND BRAND RESPECT OF MIXUE ICE CREAM & TEA. Jurnal Ekonomi, 12(04), 642-658.
Hudson, B. T., & Balmer, J. M. (2013). Corporate heritage brands: Mead's theory of the past. Corporate Communications: An International Journal, 18(3), 347-361.
Husein Umar. (2011). Metode Penelitian Untuk Skripsi dan Tesis Bisnis Edisi 11. Jakarta: PT Raja Grafindo Persada.
Issalillah, F., Darmawan, D., & Khairi, M. (2022). The Role of Brand Image and Brand Communications on Brand Trust.
Kala, D., & Chaubey, D.S. 2018. The effect of eWOM communication on brand image and purchase intention.
Kataria, S., & Saini, V. (2020). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62-87.
Khadim, R. A., Hanan, M. A., Arshad, A., Saleem, N., & Khadim, N. A. (2018). Revisiting antecedents of brand loyalty: Impact of perceived social media communication with brand trust and brand equity as mediators. Academy of Strategic Management Journal, 17(1), 1-13.
Kojongian, N. N. R., Tumbuan, W. J. F. A., & Pandowo, M. H. (2022). The Influence of Brand Experience and Brand Trust on Brand Loyalty at Esspecto Cafe Tondano. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 1136-1145.
Kotler, P., & Amstrong. (2014). Principle of Marketing, 15th Edition . New Jersey: Pearson Prectice Hall.
Kurniawan, A., & Kustiawan, U. (2024). Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek. Journal of Economic, Bussines and Accounting (COSTING), 7(2), 3144-3161.
Kurniawan, D., Tumbuan, W. J., & Roring, F. (2021). Pengaruh Brand Image, Viral Marketing, Dan Brand Trust Terhadap Keputusan Penggunaan Aplikasi E–Money Fintech Pada Mahasiswa Di Universitas Sam Ratulangi Saat Pandemi Covid–19. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(3).
Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International journal of retail & distribution management, 35(7), 544-555.
Melewar, T. C., Foroudi, P., Gupta, S., Kitchen, P. J., & Foroudi, M. M. (2017). Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 51(3), 572-604.
Nurjanah, F., & Salim, M. (2021). Pengaruh Brand Heritage yang dimediasi oleh Brand Loyalty Penggunaan Ponsel Cerdas Iphone. Managament Insight: Jurnal Ilmiah Manajemen, 16(1), 81-94.
Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity: brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484.
Pangestika, T. K., & Khasanah, I. (2021). Analisis Pengaruh Brand Image, Brand Experience, Brand Trust, dan Brand Satisfaction terhadap Brand Loyalty Financial Technology: E-Wallet (Studi pada Pengguna Dana di Kota Semarang). Diponegoro Journal of Management, 10(6).
Pécot, M., Gavilanes, J., & De Viteri, A. S. (2020). Tales of informality: Tourism development in four Ecuadorian beaches. In Reworking Tourism (pp. 112-127). Routledge.
Quayson, A., Issau, K., Gnankob, R. I., & Seidu, S. (2024). Marketing communications’ dimensions and brand loyalty in the banking sector. Revista de Gestão, 31(1), 115-132.
Reichheld, F. F. (2001). Loyalty rules!: how today's leaders build lasting relationships. Harvard Business Press.
Rindell, A. (2013). Time in corporate images: introducing image heritage and image‐in‐use. Qualitative Market Research: An International Journal, 16(2), 197-213.
Sabunwala, Z. (2013). Impact of Celebrity Brand Endorsement on Brand Image and Product Purchases-A Study for Pune Region of India. International Journal of Research in Business Management, 1(6), 37-42.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.
Schmidt, S., Hennigs, N., Wuestefeld, T., Langner, S., & Wiedmann, K. P. (2015). Corporate Heritage Cockpit: Measuring and Managing Brand Heritage as Strategic Asset. In Academy of Management Proceedings (Vol. 2015, No. 1, p. 13609). Briarcliff Manor, NY 10510: Academy of Management.
Sekaran and Bougie. 2016. “Research Methods for Business : A Skill Building Approach”. United States of America: Wiley.
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Sugiyono, P. D. (2019). Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Penerbit CV. Alf. Bandung.
Susanto, S. E., Toto, H. D., Krisnanto, B., Singkeruang, A. W. T. F., & Ramlah, R. (2022). The Influence of Brand Loyalty and Brand Image on Customer Satisfaction. Point of View Research Management, 3(1), 70-80.
Urde, M., Greyser, S. A., & Balmer, J. M. (2007). Corporate brands with a heritage. Journal of Brand Management, 15, 4-19.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421.
Wiedmann, K. P., Hennigs, N., Schmidt, S., & Wuestefeld, T. (2011). The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management, 19, 182-194.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45-56.
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24-35.
Wong, P. R. C., & Etrata Jr, A. E. (2023). The Impact of Modern Business Disruption on Heritage Brands: A Resiliency Model for the Packaged Food Product Industry. Millennium Journal of Humanities and Social Sciences.
Zeren, D., & Kara, A. (2020). Effects of brand heritage on intentions to buy of airline services: The mediating roles of brand trust and brand loyalty. Sustainability, 13(1), 303.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.
Aaker, D. A., Biel, A. L., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
Abdillah, W., Hartono. (2015). Partial Least Square (PLS).Penerbit Andi. Yogyakarta.
Agus Irianto. (2014). Statistik: Konsep Dasar, Aplikasi, dan Pengembangan (Edisi Kedua). Jakarta: Penerbit Kencana Prenadamedia Group.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences, 12(4), 148.
Arikunto, S. (2002). Metodologi Penelitian Suatu Pendekatan Proposal. Jakarta: PT. Rineka Cipta.
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426.
Cassia, F., Cobelli, N., & Ugolini, M. (2017). The effects of goods-related and service-related B2B brand images on customer loyalty. Journal of Business & Industrial Marketing, 32(5), 722-732.
Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study. Journal of business research, 58(5), 664-673.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Cooper, R. G. (2021). Accelerating innovation: Some lessons from the pandemic. Journal of Product Innovation Management, 38(2), 221-232.
Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25-34.
Erdem, T., & Swait, J. (2001). Brand equity as a signaling. Journal of consumer Psychology, 7(2), 131-157.
Faradisa, N. A. (2019). Pengaruh Komunikasi Merek, Citra Merek Dan Kepercayaan Merek Melalui Media Online Terhadap Loyalitas Merek Pada E-Commerce (Studi Kasus Pada Pengguna e-Commerce Di FE UII).
Fatikhyaid, M., Rachma, N., & Hufron, M. (2019). Pengaruh brand image, brand awareness dan brand trust terhadap brand loyalty pengguna smartphone merek Samsung (Studi kasus pada mahasiswa Fakultas Ekonomi dan Bisnis Unisma). E-JRM: Elektronik Jurnal Riset Manajemen, 8(10).
Ferdiawan, Y., Hermawan, A., Wardana, L. W., & Arief, M. (2018). Satisfaction as effect mediation of brand image and customer relationship management on customer’s loyalty. KnE Social Sciences, 34-50.
Fitriani, A., & Achmad, G. N. (2021). The effect of brand identification and brand image on brand love and brand loyalty on iphone smartphone product users in samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Han, M., Newman, G. E., Smith, R. K., & Dhar, R. (2021). The curse of the original: How and when heritage branding reduces consumer evaluations of enhanced products. Journal of Consumer Research, 48(4), 709-730.
Hayuni, H. Z., & Sharif, O. O. (2023). THE EFFECTS OF BRAND IMAGE, BRAND SATISFACTION, AND BRAND TRUST ON LOYALTY FORMATION: THE MODERATION ROLE OF BRAND LOVE AND BRAND RESPECT OF MIXUE ICE CREAM & TEA. Jurnal Ekonomi, 12(04), 642-658.
Hudson, B. T., & Balmer, J. M. (2013). Corporate heritage brands: Mead's theory of the past. Corporate Communications: An International Journal, 18(3), 347-361.
Husein Umar. (2011). Metode Penelitian Untuk Skripsi dan Tesis Bisnis Edisi 11. Jakarta: PT Raja Grafindo Persada.
Issalillah, F., Darmawan, D., & Khairi, M. (2022). The Role of Brand Image and Brand Communications on Brand Trust.
Kala, D., & Chaubey, D.S. 2018. The effect of eWOM communication on brand image and purchase intention.
Kataria, S., & Saini, V. (2020). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62-87.
Khadim, R. A., Hanan, M. A., Arshad, A., Saleem, N., & Khadim, N. A. (2018). Revisiting antecedents of brand loyalty: Impact of perceived social media communication with brand trust and brand equity as mediators. Academy of Strategic Management Journal, 17(1), 1-13.
Kojongian, N. N. R., Tumbuan, W. J. F. A., & Pandowo, M. H. (2022). The Influence of Brand Experience and Brand Trust on Brand Loyalty at Esspecto Cafe Tondano. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 1136-1145.
Kotler, P., & Amstrong. (2014). Principle of Marketing, 15th Edition . New Jersey: Pearson Prectice Hall.
Kurniawan, A., & Kustiawan, U. (2024). Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek. Journal of Economic, Bussines and Accounting (COSTING), 7(2), 3144-3161.
Kurniawan, D., Tumbuan, W. J., & Roring, F. (2021). Pengaruh Brand Image, Viral Marketing, Dan Brand Trust Terhadap Keputusan Penggunaan Aplikasi E–Money Fintech Pada Mahasiswa Di Universitas Sam Ratulangi Saat Pandemi Covid–19. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(3).
Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International journal of retail & distribution management, 35(7), 544-555.
Melewar, T. C., Foroudi, P., Gupta, S., Kitchen, P. J., & Foroudi, M. M. (2017). Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 51(3), 572-604.
Nurjanah, F., & Salim, M. (2021). Pengaruh Brand Heritage yang dimediasi oleh Brand Loyalty Penggunaan Ponsel Cerdas Iphone. Managament Insight: Jurnal Ilmiah Manajemen, 16(1), 81-94.
Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity: brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484.
Pangestika, T. K., & Khasanah, I. (2021). Analisis Pengaruh Brand Image, Brand Experience, Brand Trust, dan Brand Satisfaction terhadap Brand Loyalty Financial Technology: E-Wallet (Studi pada Pengguna Dana di Kota Semarang). Diponegoro Journal of Management, 10(6).
Pécot, M., Gavilanes, J., & De Viteri, A. S. (2020). Tales of informality: Tourism development in four Ecuadorian beaches. In Reworking Tourism (pp. 112-127). Routledge.
Quayson, A., Issau, K., Gnankob, R. I., & Seidu, S. (2024). Marketing communications’ dimensions and brand loyalty in the banking sector. Revista de Gestão, 31(1), 115-132.
Reichheld, F. F. (2001). Loyalty rules!: how today's leaders build lasting relationships. Harvard Business Press.
Rindell, A. (2013). Time in corporate images: introducing image heritage and image‐in‐use. Qualitative Market Research: An International Journal, 16(2), 197-213.
Sabunwala, Z. (2013). Impact of Celebrity Brand Endorsement on Brand Image and Product Purchases-A Study for Pune Region of India. International Journal of Research in Business Management, 1(6), 37-42.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.
Schmidt, S., Hennigs, N., Wuestefeld, T., Langner, S., & Wiedmann, K. P. (2015). Corporate Heritage Cockpit: Measuring and Managing Brand Heritage as Strategic Asset. In Academy of Management Proceedings (Vol. 2015, No. 1, p. 13609). Briarcliff Manor, NY 10510: Academy of Management.
Sekaran and Bougie. 2016. “Research Methods for Business : A Skill Building Approach”. United States of America: Wiley.
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Sugiyono, P. D. (2019). Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Penerbit CV. Alf. Bandung.
Susanto, S. E., Toto, H. D., Krisnanto, B., Singkeruang, A. W. T. F., & Ramlah, R. (2022). The Influence of Brand Loyalty and Brand Image on Customer Satisfaction. Point of View Research Management, 3(1), 70-80.
Urde, M., Greyser, S. A., & Balmer, J. M. (2007). Corporate brands with a heritage. Journal of Brand Management, 15, 4-19.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421.
Wiedmann, K. P., Hennigs, N., Schmidt, S., & Wuestefeld, T. (2011). The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management, 19, 182-194.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45-56.
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24-35.
Wong, P. R. C., & Etrata Jr, A. E. (2023). The Impact of Modern Business Disruption on Heritage Brands: A Resiliency Model for the Packaged Food Product Industry. Millennium Journal of Humanities and Social Sciences.
Zeren, D., & Kara, A. (2020). Effects of brand heritage on intentions to buy of airline services: The mediating roles of brand trust and brand loyalty. Sustainability, 13(1), 303.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.
Published
2024-12-21
How to Cite
Aisyah, N., & Evanita, S. (2024). The effect of brand heritage on brand loyalty mediated by brand image and brand trust on the viva cosmetics brand in West Sumatera. Marketing Management Studies, 4(4), 393-406. https://doi.org/10.24036/mms.v4i4.559
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Articles
