Brand Image and Brand Love as Mediation of Brand Experience on Brand Loyalty in Samsung Smartphone Customers

Helmi Afif Prasidha, Fatchur Rohman, Sunaryo Sunaryo

Abstract


This study aims to determine the variables affecting consumer loyalty to a smartphone brand. For this reason, researchers use Samsung smartphones in Malang City as research objects. 160 responses were obtained using a nonprobability approach with a purposive sampling technique. The data was collected through a questionnaire, then analyzed using the Partial Least Square analysis tool and measured using a Likert scale. The results of this study found that brand experience has a significant effect on brand loyalty. Also, brand image and love are proven to mediate the impact of brand experience on brand loyalty partially. It is necessary to re-explore other independent variables related to cognitive aspects that directly affect loyalty to the same research object or other smartphone brands, such as brand ambassadors, self-congruity, celebrity endorsement, and other factors available.


Keywords


Brand Experience; Brand Image; Brand Love; Brand Loyalty; Smartphone

Full Text:

PDF

References


Ahmad-Mabkhot, H., Shaari, H., and Md. Salleh, S. 2017. The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study, Jurnal Pengurusan, 50(September), pp. 71–82. DOI: 10.17576/pengurusan-2017-50-07.

Bambang, Lubis, A. R., and Darsono, N. 2017. Pengaruh Brand Image, Brand Personality, Brand Experience terhadap Brand Love Dampaknya pada Brand Loyalty Gayo Aceh Coffee PT. Oro Kopi Gayo Kabupaten Aceh Tengah. Jurnal Perspektif Manajemen dan Perbankan, 8(3), pp. 158–184.

Bıçakcıoğlu, N., İpek, İ., and Bayraktaroğlu, G. 2018. Antecedents and Outcomes of Brand Love: The Mediating Role of Brand Loyalty. Journal of Marketing Communications, pp. 863–877. DOI: 10.1080/13527266.2016.1244108.

Chen, S. C. and Quester, P. G. 2015. The Relative Contribution of Love and Trust Towards Customer Loyalty. Australasian Marketing Journal, 23(1), pp. 13–18. DOI: 10.1016/j.ausmj.2014.12.003.

Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., and Proud, W. 2015. Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. International Journal of Hospitality Management, 49, pp. 47–55. DOI: 10.1016/j.ijhm.2015.04.012.

El Naggar, R. A. and Bendary, N. 2017. The Impact of Experience and Brand Trust on Brand Loyalty, While Considering the Mediating Effect of Brand Equity Dimensions, An Empirical Study on Mobile Operator Subscribers in Egypt. The Business and Management Review, Volume 9N(2), pp. 16–25. Available at: http://www.abrmr.com/myfile/conference_proceedings/Con_Pro_73986/conference_39354.pdf.

Fatria, A. E. and Christantyawati, N. 2018. Pergeseran Merek Smartphone di Indonesia dalam Perspektif Postmodernisme. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 2(2), pp. 256–277. DOI: 10.25139/jsk.v2i2.379.

Ferreira, P., Rodrigues, P., and Rodrigues, P. 2019. Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management and Marketing, 14(3), pp. 278–291. DOI: 10.2478/mmcks-2019-0020.

Fishbein, M. and Icek, A. 1975. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley, pp. 1.

Fournier, S. 1998. Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), pp. 343–373. DOI: 10.1086/209515.

Francisco-Maffezzolli, E. C., Semprebon, E., and Muller-Prado, P. H. 2014. Construing Loyalty Through Brand Experience: The Mediating Role of Brand Relationship Quality. Journal of Brand Management, 21(5), pp. 446–458. DOI: 10.1057/bm.2014.16.

Hair, J. F., Black, W. C., and Babin, B. J. 2010. Multivariate Data Analysis. Seventh Edition, London: Pearson Prentice Hall.

Holbrook, M. B. and Batra, R. 1987. Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), pp. 404. DOI: 10.1086/209123.

Huang, C. C. 2017. The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision, 55(5), pp. 915–934. DOI: 10.1108/MD-10-2015-0465.

Iglesias, O., Singh, J. J., and Batista-Foguet, J. M. 2011. The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Journal of Brand Management, 18(8), pp. 570–582. DOI: 10.1057/bm.2010.58.

Isotalo, A. and Watanen, S. 2015. The Impact of Brand Experience on Attitudes and Brand Image - A Quantitative Study. Independent Thesis Advanced Level, pp. 1–42.

Khamwon, A. and Niyomsart, S. 2015. Brand Love, Brand Loyalty, and Word of Mouth: a Case of Airasia. Conference of the International Journal of Arts and Sciences, 09(October 2015), pp. 263–268. Available at: https://www.researchgate.net/publication/304469268.

Kim, J. and Yu, E. A. 2016. The Holistic Brand Experience of Branded Mobile Applications Affects Brand Loyalty. Social Behavior and Personality, 44(1), pp. 77–88. DOI: 10.2224/sbp.2016.44.1.77.

Kim, K., Park, J., and Kim, J. 2015. Consumer-Brand Relationship Quality: When and How It Helps Brand Extensions. Journal of Business Research, 67(4), pp. 591–597. DOI: 10.1016/j.jbusres.2013.03.001.

Kim, R. B. and Chao, Y. 2019. Effects of Brand Experience, Brand Image and Brand Trust on Brand Building Process: The Case of Chinese Millennial Generation Consumers. Journal of International Studies, 12(3), pp. 9–21. DOI: 10.14254/2071-8330.2019/12-3/1.

Kotler, P. and Keller, Kevin L. 2016. Marketing Management, 15th Edition. New Jersey: Pearson Pretice Hall, Inc.

Madeline, S. and Sihombing, S. O. 2019. The Impacts of Brand Experiences on Brand Love, Brand Trust, and Brand Loyalty: an Empirical Study. Jurnal Bisnis dan Manajemen, 20(2), pp. 91–107. DOI: 10.24198/jbm.v20i2.241.

Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., and Bonaiuto, M. 2020. Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability (Switzerland), 12(8), pp. 1–22. DOI: 10.3390/SU12083391.

Mascarenhas, O. A., Kesavan, R., and Bernacchi, M. 2006. Lasting Customer Loyalty: A Total Customer Experience Approach. Journal of Consumer Marketing, 23(7), pp. 397–405. DOI: 10.1108/07363760610712939.

Mohammad, A. A. S. 2017. The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(3). DOI: 10.6007/ijarafms/v7-i3/3102.

Moreira, A. C., Da Silva, P. M. F., and Ferreira-Moutinho, V. M. 2017. Les Effets Des Expériences De Marque Sur La Qualité, La Satisfaction Et La Fidélité: Une Étude Empirique Dans Le Domaine Des Services Multiples De Télécommunications. Innovar, 27(64), pp. 23–38. DOI: 10.15446/innovar.v27n64.62366.

Oliver, Richard L. 1997. Satisfaction A Behavioral Perspective On The Consumer. Singapore: McGraw-Hill Education.

Pertiwi, A. R., Djawahir, A. H., and Andarwati, A. 2017. Pengaruh Brand Experience terhadap Brand Satisfaction, Brand Trust dan Brand Loyalty (Studi Pada Konsumen Make-Up Brand Impor di Surabaya). Jurnal Manajemen dan Kewirausahaan, 5(2), pp. 20–35. DOI: 10.26905/jmdk.v5i2.1355.

Pratama, H. and Suprapto, B. 2017. The Effect of Brand Image , Price , and Brand Awareness on Brand Loyalty : The Rule of Customer Satisfaction as a Mediating Variable. Global Journal of Business and Social Science Review, 5(2), pp. 52–57.

Rahmat, R. and Marso, M. 2020. Hubungan Brand Experience, Brand Image, Brand Satisfaction, dan Brand Loyalty dalam Pespektif Four-Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smartphone di Tarakan). Jurnal Manajemen Pemasaran, 14(1), pp. 17–24. DOI: 10.9744/pemasaran.14.1.17-24.

Rahmawati, R. 2019. Pertumbuhan dan Perkembangan Industri Smartphone di Indonesia, (https://kompas.id/), p. 1. Available at: https://kompas.id/.

Rajumesh, S. 2014. The Impact of Consumer Experience on Brand Loyalty: The Mediating Role of Brand Attitude. International Journal of Management and Social Sciences Research (IJMSSR), 3(1), pp. 73. Available at: www.irjcjournals.org.

Saragih, M. G., Surya, E. D., Rahayu, S., Harianto, H., Harahap, R., and Widodo, S. 2019. Analysis of Brand Experience and Brand Satisfaction with Brand Loyalty Through Brand Trust as a Variable Mediation. Journal of International Conference Proceedings, 13(3), pp. 139–148.

Semadi, I. P. Y. and Ariyanti, M. 2018. The Influence of Brand Experience, Brand Image, and Brand Trust on Brand Loyalty of Abc-Cash. Asian Journal of Management Sciences and Education, 7(3), pp. 12–23.

Sulibhavi, B. and Shivashankar K. 2017. The Impact of Brand Image on Customer's Loyalty Towards Private Label Brands: The Mediating Effect of Satisfaction. Hubli-Dharwad Conglomerate City of Karnataka. International Journal of Marketing and Financial Management, 5(8), pp. 43–50. Available at: www.arseam.com.

Suntoro, Wiharto, and Silintowe, Y. B. R. 2020. Analisis Pengaruh Pengalaman Merek, Kepercayaan Merek, dan Kepuasan Merek terhadap Loyalitas Merek. Modus Journals, 32(1), pp. 25–41.

Trifena, R. and Hidayat, W. 2018. Melalui Brand Trust Sebagai Variabel Intervening (Studi pada Pengguna Maskapai Lion Air di Kota Semarang). Journal of Social and Politic, pp. 1–12.

Yulianti, I. and Tung, W. 2013. The Relationship among Brand Experience, Brand Image and Customer Satisfaction of Facebook Users in Indonesia. World Applied Sciences Journal, 28(13), pp. 100–113. DOI: 10.5829/idosi.wasj.2013.28.efmo.27017.




DOI: http://dx.doi.org/10.21776/ub.jam.2024.022.02.15

Refbacks

  • There are currently no refbacks.