Abstract
This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.
Highlights
According to The American Marketing Association, brand related to the name, term, sign, symbol or design that identifies the products and services resulted by one seller or group of sellers and brand can be used to differentiate the products and services from the competitors
Our findings showed that value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience of the consumer have the positive significant effect on customer-brand identification (CBI)
In this case, based on the value of path coefficient, the value congruence has the higher effect on CBI compared to the other factors
Summary
According to The American Marketing Association, brand related to the name, term, sign, symbol or design that identifies the products and services resulted by one seller or group of sellers and brand can be used to differentiate the products and services from the competitors. This concept is important in the recent condition when the time of great customer skepticism toward brands, coupled with the fall in the value of traditional media in promoting brands [9] This concept even more important today when there are too many choices available for customers, so the company should make the effort to work out what makes a particular brand specific [10] the importance of the concept of CBI in building the brand of the products or services cannot be separated from the several impacts of this concept on individual consumer behavior including: consumer buying-related decisions [11], consumer satisfaction and a higher possibility of repurchase [12], positive word of mouth [12]. Among the several impacts of CBI on individual customer behavior, this study will focus on the impact of CBI on customer or brand loyalty
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