Article Sidebar

Submitted
June 20, 2024
Accepted
September 24, 2024
Published
October 14, 2024
Download
Full text PDF
Statistic
Read Counter : 73 Download : 52

Downloads

Download data is not yet available.

Main Article Content

Abstract

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Keywords

Brand ambassadors Brand loyalty Korean celebrity Product type Purchase intention

Article Details

License

Copyright (c) 2024 Lady, Lara Meilani, Fendy Cuandra, Bai Na

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Lady, L., Meilani, L., Cuandra, F., & Na, B. (2024). Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type. Asian Management and Business Review, 4(2), 394–412. https://doi.org/10.20885/AMBR.vol4.iss2.art14
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aboulnasr, K., & Tran, G. A. (2020). Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products. Journal of Product and Brand Management, 29(1), 81–96. https://doi.org/10.1108/JPBM-09-2018-2005
  2. Adhikari, K., & Panda, R. K. (2019). The role of consumer-brand engagement towards driving brand loyalty: Mediating effect of relationship quality. Journal of Modelling in Management, 14(4), 987–1005. https://doi.org/10.1108/JM2-03-2019-0067
  3. Ahn, J., & Back, K. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152. https://doi.org/10.1016/j.ijhm.2018.05.020
  4. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T
  5. Alamsyah, D. P., Suhartini, T., Rahayu, Y., Setyawati, I., & Hariyanto, O. I. B. (2018, December). Green advertising, green brand image and green awareness for environmental products. In IOP Conference Series: Materials Science and Engineering (Vol. 434, p. 012160). IOP Publishing. https://doi.org/10.1088/1757-899X/434/1/012160
  6. Alifah, N. N. (2022, September 22). Indonesia Jadi Negara dengan Fans K-Pop Terbanyak di Dunia. GoodStats. Retrieved January 28, 2024, from https://goodstats.id/article/indonesia-masuk-peringkat-pertama-dengan-fans-k-pop-terbanyak-di-dunia-6w71d
  7. Aron, A., Lewandowski, G., Branand, B., Mashek, D., & Aron, E. (2022). Self-expansion motivation and inclusion of others in self: An updated review. Journal of Social and Personal Relationships, 39(12), 3821–3852. https://doi.org/10.1177/02654075221110630
  8. Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing, 38(3), 251-261. https://doi.org/10.1108/JCM-02-2020-3634
  9. Ayuni, S., Larasaty, P., Pratiwi, A. I., Meilaningsih, T., Ihsan, M., Yulianingsih, E., & Riyadi. (2021). Laporan Perekonomian Indonesia 2021. Badan Pusat Statistik Indonesia.
  10. Carroll, B. A., & Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
  11. Chen, J., Teng, L., Yu, Y., & Yu, X. (2016). The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence. Journal of Business Research, 69(2), 467–475. https://doi.org/10.1016/j.jbusres.2015.05.003
  12. Cheung, G. W., & Lau, R. S. (2017). Accuracy of parameter estimates and confidence intervals in moderated mediation models: A comparison of regression and latent moderated structural equations. Organizational Research Methods, 20(4), 746-769. https://doi.org/10.1177/1094428115595869
  13. Chou, S., Chen, C. W., & Kuo, Y. T. (2018). Flexibility, collaboration and relationship quality in the logistics service industry: An empirical study. Asia Pacific Journal of Marketing and Logistics, 30(3), 555-570. https://doi.org/10.1108/APJML-08-2017-0170
  14. Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155-159. https://doi.org/10.1037/0033-2909.112.1.155
  15. Domínguez, J. M. M., Jiménez, I. F., Eraso, A. B., Otero, D. P., Pérez, D. D., & Vivas, A. M. R. (2020). Risk perception of COVID−19 community transmission among the Spanish population. International Journal of Environmental Research and Public Health, 17(23), 1–15. https://doi.org/10.3390/ijerph17238967
  16. Donvito, R., Aiello, G., Grazzini, L., Godey, B., Pederzoli, D., Wiedmann, K.-P., Halliburton, C., Chan, P., Tsuchiya, J., Skorobogatykh, I. I., Oh, H., Singh, R., Ewing, M., Lee, Y., Fei, L., Chen, C. R., & Siu, N. Y.-M. (2020). Does personality congruence explain luxury brand attachment? The results of an international research study. Journal of Business Research, 120, 462–472. https://doi.org/10.1016/j.jbusres.2020.06.047
  17. Dwivedi, A., Johnson, L. W., & Mcdonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449–461. https://doi.org/10.1108/JPBM-10-2014-0722
  18. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  19. Fransisca, L. (2021). Ekonomi Kreatif dan Kontribusinya Terhadap Perekonomian Indonesia. Good News from Indonesia. Retrieved from https://www.goodnewsfromindonesia.id/2021/10/14/ekonomi-kreatif-dan-kontribusinya-terhadap-perekonomian-indonesia
  20. Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7(1), 1-19. https://doi.org/https://doi.org/10.1080/23311908.2020.1782098
  21. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
  22. Hameed, S. (2018). Effect of brand loyalty on purchase intention in cosmetics industry. Research in Business and Management, 5(1), 25–35. https://doi.org/10.5296/rbm.v5i1.12704
  23. Hariyanto, O. I. B. (2018). Green awareness and purchase intention for organic products. In IOP Conference Series: Materials Science and Engineering (Vol. 288, No. 1, p. 012114). IOP Publishing. https://doi.org/10.1088/1757-899X/288/1/012114
  24. Harpe, S. E. (2015). How to analyze Likert and other rating scale data. Currents in Pharmacy Teaching and Learning, 7(6), 836–850. https://doi.org/10.1016/j.cptl.2015.08.001
  25. Hasanah, I., & Anjaningrum, W. D. (2023). Purchase intention: strong effects of green advertising attributes, para-social relationships, and perceived credibility. Distribusi-Journal of Management and Business, 11(1), 33-46. https://doi.org/10.29303/distribusi.v11i1.267
  26. Hinchcliff, M., Kyriazis, E., McCarthy, G., & Mehmet, M. (2023). The moderating role of high- and low-involvement product types on customer loyalty and satisfaction in banking: An Australian perspective. International Journal of Bank Marketing, 41(7), 1974–2004. https://doi.org/10.1108/IJBM-01-2023-0027
  27. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). ScienceDirect 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
  28. Junaid, M., Hussain, K., Basit, A., & Hou, F. (2020). Nature of brand love: Examining its variable effect on engagement and well-being. Journal of Brand Management, 27, 284-299. https://doi.org/10.1057/s41262-019-00179-1
  29. Kotler, P., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management. Singapore: Pearson Higher Education.
  30. Kristianti, R. A., & Margarita (2021, May). Determinants of brand loyalty: Survey of Wardah cosmetics consumer in Jabodetabek, Indonesia. In Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) (pp. 259-265). Atlantis Press. https://doi.org/10.2991/aebmr.k.210507.039
  31. Lacœuilhe, J. (2000). L’attachement a la marque: Proposition d’une echelle de mesure. Recherche et Applications En Marketing, 15(4), 61–77. https://doi.org/10.1177/076737010001500404
  32. Lara, P. R., & Ponzoa, J. M. (2008). Improving management of multi-sponsor loyalty programmes based on the rewards preferred by consumers. Journal of Customer Behaviour, 7(2), 121-134.
  33. Leckie, C., Dwivedi, A., & Johnson, L. (2022). Examining drivers and outcomes of social media brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(2), 350-367. https://doi.org/10.1108/APJML-07-2020-0488
  34. Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170
  35. Mainardes, E. W., Rodrigues, L. S., & Teixeira, A. (2019). Effects of internal marketing on job satisfaction in the banking sector. International Journal of Bank Marketing, 37(5), 1313–1333. https://doi.org/10.1108/IJBM-07-2018-0190
  36. Mandl, L., & Hogreve, J. (2020). Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors. Journal of Business Research, 107, 130-137. https://doi.org/10.1016/j.jbusres.2018.09.008
  37. Martínek, P. A. (2021). Mapping methods of research on consumer engagement with brands on social media: A literature review. Methodological Innovations, 14(1), 1-23. https://doi.org/10.1177/2059799120985384
  38. Martiyanti, D., Dharmmesta, B. S., Nugroho, S. S., & Aritejo, B. A. (2021). Brand attachment Vs. brand love: To what extent are they identical? Jurnal Dinamika Manajemen, 12(85), 225–244. https://doi.org/10.15294/jdm.v12i2
  39. Mulyani, S. (2022). Ekonomi Global Berkembang Sangat Dinamis. Kementerian Keuangan Republik Indonesia. Retrieved from https://www.kemenkeu.go.id/informasi-publik/publikasi/berita-utama/Ekonomi-Global-Berkembang-Sangat-Dinamis
  40. Palusuk, N., Koles, B., & Hasan, R. (2019). ‘All you need is brand love’: A critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1–2), 97–129. https://doi.org/10.1080/0267257X.2019.1572025
  41. Penz, E., & Hogg, M. K. (2011). The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers’ experiences of approach-avoidance conflicts in online and offline settings. European Journal of Marketing, 45(1), 104–132. https://doi.org/10.1108/03090561111095612
  42. Raji, R. A. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004
  43. Rezaei, S., & Valaei, N. (2017). Branding in a multichannel retail environment: Online stores vs app stores and the effect of product type. Information Technology & People, 30(4), 853-886. https://doi.org/10.1108/ITP-12-2015-0308
  44. Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, 48, 109074. https://doi.org/10.1016/j.dib.2023.109074
  45. Shanahan, D. F., Burt, T. A., Barber, E. A., Brymer, E., Cox, D. T. C., Dean, J., Depledge, M., Fuller, R. A., Hartig, T., Irvine, K. N., Jones, A., Kikillus, H., Lovell, R., & Mitchell, R. (2019). Nature and wellbeing: The purpose, the people and the outcomes. Sports, 7(141), 1–20.
  46. Shetty, K., & Fitzsimmons, J. R. (2022). The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY’ s in the luxury branding sector. Journal of Fashion Marketing and Management: An International Journal, 26(1), 21–35. https://doi.org/10.1108/JFMM-09-2020-0208
  47. Shimul, A. S. (2022). Brand attachment: A review and future research. Journal of Brand Management, 29(4), 400–419. https://doi.org/10.1057/s41262-022-00279-5
  48. Singh, S., & Srivastava, P. (2019). Social media for outbound leisure travel: A framework based on technology acceptance model (TAM). Journal of Tourism Futures, 5(1), 43–61. https://doi.org/10.1108/JTF-10-2018-0058
  49. Strang, S., Hoeber, C., Uhl, O., Koletzko, B., Munte, T. F., Lehnert, H., Dolan, R. J., Schmid, S. M., & Park, S. Q. (2017). Impact of nutrition on social decision making. Proceedings of the National Academy of Sciences of the United States of America, 114(25), 6510–6514. https://doi.org/10.1073/pnas.1620245114
  50. Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E. M., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24–46. https://doi.org/10.1177/0022242919899905
  51. Vahdat, A., Hafezniya, H., Jabarzadeh, Y., & Thaichon, P. (2020). Emotional Brand Attachment and Attitude toward Brand Extension. Services Marketing Quarterly, 41(1), 1–20. https://doi.org/10.1080/15332969.2020.1786245
  52. Veloutsou, C., & Delgado-Ballester, E. (2018). New challenges in brand management. Spanish Journal of Marketing-ESIC, 22(3), 254–271. https://doi.org/10.1108/SJME-12-2018-036
  53. We Are Social. (2024, January). Digital 2024: Indonesia. Retrieved January 30, 2024 from https://wearesocial.com/id/blog/2024/01/digital-2024/
  54. Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly: Management Information Systems, 33(1), 177–196. https://doi.org/10.2307/20650284
  55. Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651. https://doi.org/10.1002/mar.20292
  56. Wirtz, J., & Ambtman, A. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223–244. https://doi.org/10.1108/09564231311326978
  57. Zhang, Y., & Ma, F., Z. (2020). Impact of the COVID-19 pandemic on mental health and quality of life among local residents in Liaoning Province, China: A cross-sectional study. International Journal of Environmental Research and Public Health, 17(7) 2381. https://doi.org/10.3390/ijerph17072381