Self-expressive Brands Research Articles

The Role of Visual Congruence and Self-Expressive Brand in Forming Brand Love That Can Improve E-Wom: A Scientific Investigation Among Sneakers Lovers

Advances in information technology have created a new generation with new and distinct behaviors, particularly in terms of product or service consumption. Social media has evolved into a platform for consumers to share their product-consuming experiences by leaving evaluations based on perceived pleasure. Satisfied customers form attachments and closeness with the brand, resulting in a sense of love for it. Brand love stems from a brand's capacity to represent its customers, and it may also be evident in the visual compatibility between the two parties. Therefore, this study aims to determine the effect of visual congruence, self-expressive brand, on increasing e-WOM mediated by brand love especially among shoes consumers. This explanatory study used respondents from the sneakers-loving population. The purposive sampling technique is used. This research instrument was tested using PLS, validity, reliability, and classical assumption tests. The hypothesis was tested using the t-test. Data analysis technique using Path Analysis. This finding emphasizes the significance of Visual Congruence and Self-Expressive Brand in developing Brand Love and e-WOM, particularly for items that are closely tied to the manner of expression and social behavior of their customers.

The central role of consumer–brand engagement in product and service brand contexts

AbstractThis paper examines key relational drivers and brand outcomes of consumer–brand engagement (CBE) in smartphone (product) and social media (service) brand contexts. The study utilised structural equation modelling to analyse data collected from 503 smartphone owners and 491 social media users through online surveys. The findings show that, in both brand contexts, brand trust, self-expressive brand, and brand interactivity influence CBE. Furthermore, CBE positively influences brand evangelism and consumer-based brand equity. The mediating role of CBE is also reported. The findings imply that developing consumer relationship management (CRM) initiatives that generate brand trust, self-expressive brand, and brand interactivity, will lead to consumers having mutually rewarding and interactive relationships with the brand, leading to favourable brand outcomes. The paper contributes theoretically and contextually by testing an S-D logic-informed conceptual model that explains the important role of CBE in interrelating with important relational concepts in two contexts.

PSYCHOGRAPHIC MOTIVES AND SELF-CONCEPT RESONATE: A STUDY OF LOYALTY AND ADVOCACY OF FASHION IN THE MILLENNIAL CONSUMERS

This study scrutinizes the impact of psychographic motivators on brand resonance within the context of the clothing and textile industry. A sequential framework of self-expressive brands and brand tribalism has been developed, considering the brand consciousness in the millennial generation of Pakistan. The data were collected from 413 consumers from all major cities of Pakistan, every individual of millennial generation, who uses clothing brands, is a part of the population for this study, the anonymity and confidentiality of respondents will also be ensured. The questionnaire was used to capture the responses of the respondents. After the completion of the survey, analysis was carried out via structural equational modeling, for a better and comprehensive analytical understanding of primary data, using SPSS 21 and AMOS 21, a structural model tested hypothesized relationships. The research is beneficial for the marketers and their brand managers and will enable the answers to how organizations could take advantage of the brand tribes and facilitate marketers in increasing the brand relationships, resulting in strengthening the brand worth. The fruitful relationship with consumer has the utmost significance in the marketing field. Therefore, the study will investigate the new venues of today’s marketing world and would enable marketers to understand how their prime assets, i.e., their customers, feel unique and affiliate about their self-identities with the brands, which ultimately contributes to greater loyalty and strong powerful brand advocacy in the textile industry, as customers are the prime stakeholders of any business and industry. Therefore, the study findings suggest that, in clothing and fashion industry, psychographic motivators and brand tribalism both are meant for the brand relationships necessary for value creation and customer relationship.

Extension of Consumer Brand Engagement Framework: Indonesian Smartphone Brands Consumers

This research identifies evidence regarding the nexus between the antecedents of CBE dimensions and consequences on smartphone brands in Indonesia. Data were collected through an online questionnaire targeted at a total of 1251 smartphone users/consumers in Indonesia. AMOS SEM was used in processing the statistical tests of this research. Convergent validity and composite reliability were also used to check the questionnaire items. The authors found that consumer involvement and self-expressive brand affect all the CBE dimensions (COG, AFF, ACT) while consumer participation only affects one CBE dimension (COG). Subsequently, CBE dimensions affect brand usage intent and self-brand connection. Therefore, this study contributes to the body of work in consumer brand engagement literature.
 Keywords: consumer brand engagement, consumer involvement, consumer participation, self-expressive brand, brand usage intent, and self-brand connection

Consumer Engagement on Social Networking Sites

In spite the significance of consumer engagement that scholars have recognized, there is a gap in understanding the influencing factors of consumer social networking engagement behaviors. In the light of social identity theory, this study considered susceptibility to interpersonal influence (SIPI) and self-expressive brands (SEBs) on consumer social networking engagement behaviors. Data from our research demonstrated that SEBs and SIPI were positively related to brand attachment, which also impacted liking, sharing, and commenting on social networking sites (SNS). In addition, brand attachment played a positive mediating role among SEB, SIPI, and consumer engagement on SNS. The research explores the factors affecting consumer engagement on SNS with a new insight and guides brand managers to seek efficient ways to drive consumers to engage on online social networks.

EFFECT OF CONSUMER BRAND ENGAGEMENT ON BRAND LOYALTY: CASE OF MOBILE PHONE SERVICES

The aim of the study is to determine the impact of each of these variables on brand loyalty (BLY) while also examining the drivers of consumer brand engagement (CBE) in the context of consumer involvement (CI), consumer participation (CP), and self-expressive brand (SEB). This study has been conducted in the mobile phone industry. The data were collected through questionnaires from the consumers of mobile phone service users in Pakistan. The online tool were use for the collection of data. The sample size of this study is 340. A quantitative research approach was applied. Smart PLS were used for analysis. The result shows that consumer involvement, consumer participation, and self-expression brands affect differently on CBE dimensions and brand loyalty. Additionally, CBE dimensions mediated the relationship between consumer involvement, consumer participation, self-expression brand, and brand loyalty. Future research and other consequences are discussed. Keywords Consumer brand engagement, consumer involvement, consumer participation, self-expressive brand, loyalty, mobile phone services.

Pengaruh Self Expressive Brand Terhadap Brand Accaptance Melalui Word Of Mouth

The purpose of this study was to examine and analyze the effect of self-expressive brand on brand acceptance through word of mouth. In the people of Medan City who buy H&M products directly or indirectly. The approach used in this study is a causal approach. The population in this study were all the people of Medan City who bought H&M products. The sample in this study used quota sampling totaling 100 people in Medan City who bought H&M products. Data collection techniques in this study used documentation, observation, and questionnaire techniques. The data analysis technique in this study used a quantitative approach using statistical analysis using the Auter Model Analysis test, Inner Model Analysis, and Hypothesis Testing. Data processing in this study using the PLS (Partial Least Square) software program. The results of this study prove that directly self-expressive brands and word of mouth affect brand acceptance, self-expressive brands affect word of mouth, the results of this study indirectly state that self-expressive brands affect brand acceptance through word of mouth.

Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions

PurposeThis study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and customers’ affective (i.e. brand page satisfaction and brand love) and behavioral (i.e. word-of-mouth [WOM] and attitudinal loyalty intentions) responses.Design/methodology/approachStructural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media.FindingsThe results demonstrated that consumers’ brand page satisfaction, influenced by the brand page’s information and entertainment value, was related to brand love and WOM intentions. Meanwhile, brand love – defined as emotional devotion to a brand – was influenced by self-expressive brands and was positively related to both WOM and attitudinal loyalty intentions.Originality/valueThis study identifies a set of customer perceptions that drive consumers’ affective and behavioral responses and that can be used to guide luxury brands to best use their brand pages on social media. By developing and testing a dual-impact model consisting of brand page satisfaction and brand love, this study provides practical directions for luxury brand managers and marketers who wish to transform their followers into both brand advocates who elevate the brand through WOM communications and loyal customers who are committed to affiliating with and supporting the brand.

Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands

Brands provide a means for consumers to present the self, expressing their inner selves (the ‘real me’), or their social selves (how others see me). With the rise in social media use, academics and practitioners seek to understand how consumers’ self-expression through following brands online leads to brand outcomes. This study investigates the inner and social self-expressiveness of brands as separate antecedents of two outcomes: intention to co-create value and willingness to pay a premium price. Insights from 332 followers of brands on social media reveal that the inner and social self-expressiveness of brands drive these outcomes differently, as online brand engagement and brand trust mediate the relationship between self-expressive brands and brand outcomes, but only when the brand has an ability to express the inner self. The findings have implications for the study of self-expressive brands and their influence on brand outcomes.

Effects of Self-Expressive Brand and Susceptibility to Interpersonal Influence on Brand Addiction: Mediating Role of Brand Passion

Although the concept of the consumer–brand relationship has undergone rapid change over the past two decades, the issue of brand addiction is still generally neglected in the literature. Based on social identity theory, the research develops a conceptual model of the influence of self-expressive brands (SEBs) and susceptibility to interpersonal influence (SUSCEP) on brand addiction. The results of this research demonstrate both separate and joint effects of SEBs and SUSCEP on brand addiction. In addition, harmonious brand passion and obsessive brand passion positively mediate the relationships among SEB, SUSCEP, and brand addiction. The research explores the formation mechanism of brand addiction from a new perspective and has important practical implications for brand marketers concerned with finding the most effective means to enhance the consumer–brand relationship.

How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media

One of reasons of consumer selects a particular brand is to develop their "self" and show it to the public or even to achieve their identity goals (Escalas and Bettman, 2003). Fournier (1998) also stated that a brand is able to reflect important aspects of individual's identity and express the significant aspect of their "self". The term to express this phenomenon is self-expressive brands. Because of the existence of the brand's ability to express consumer's self, so consumer will select particular brand far beyond its functional benefit (McDonald and Wilson, 2011). Keywords: self-expressive brand, brand love, brand advocacy, social media

Peran Brand Love sebagai Mediasi Hedonic Product dan Self-Expressive Brand Terhadap Brand Loyalty

This study aims to analyze the impact of hedonic products and self-expressive brands towards brand love and brand loyalty to Starbucks Coffee customers in Malang City. This study also analyzes the role of brand love as a mediator become an intermediary for hedonic products and self-expressive brands in influencing brand loyalty. The research object uses the Starbucks Coffee brand because Starbucks coffee is categorized as a hedonistic item and Starbucks builds a special bond with its customers. This type of research is descriptive quantitative. The research sample consisted of 125 customers of Starbucks Coffee Mall Dinoyo Malang with the sampling technique was carried out accidental sampling. Structural Equation Modelling (SEM) method using the IBM SPSS and IBM AMOS version 24.0 program is a method for analizyng data in this study. The results show that both hedonic products and self-expressive brands have a positive and significant impact on brand love. However, hedonic products and self-expressive brands do not have a direct influence on brand loyalty. Hedonic products and self-expressive brands have a significant effect on brand loyalty with the help of brand love as a mediator. Research also proves brand love has a positive and significant impact on brand loyalty.

How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making?

Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and public self-consciousness are concerned with consciousness (i.e., awareness; mindfulness) and both depend on social comparison processes. But the motivation underlying the social comparisons is different: with face consciousness, social comparisons yield appraisals of prestige and social status; with public self-consciousness, social comparisons yield assessments of situational appropriateness. The purpose of this study was to examine links among face consciousness; public self-consciousness; brand prestige; self-expressive brand (inner; social), and fashion leadership. Participants were 221 university students who completed a questionnaire. Descriptive statistics, Cronbach’s alpha reliability, and multivariate/univariate analysis of variance (M/ANOVA) were conducted to analyze data. Results showed that face consciousness and public self-consciousness similarly affected ratings of the social self-expressive brand. However, face consciousness (but not public self-consciousness) influenced ratings of brand prestige and inner self-expressive brand. Public self-consciousness (but not face consciousness) influenced fashion leadership. Thus, while face consciousness and public self-consciousness are both concerned with consciousness, they independently influence consumer decision-making in different ways. Theoretical and practical implications are provided.

How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media

Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context. Methodology/Technique – The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings – The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. Type of Paper: Empirical. JEL Classification: M31, M37, M39. Keywords: Brand Advocacy; Word of Mouth; Brand Love; Social Media; Self-expressive Brands. Reference to this paper should be made as follows: Septyani,S.D; Alversia, Y. 2020. How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media, J. Mgt. Mkt. Review 5(3) 188 – 196. https://doi.org/10.35609/jmmr.2020.5.3(7)

AN INVESTIGATION OF CONSUMER BRAND ENGAGEMENT ANTECEDENTS ON IPHONE SMARTPHONE USERS

Objective: This research provide evidence that there are significant and positive influences between the three main predictors of CBE (Consumer Brand Engagement) namely consumer involvement, consumer participation, and self-expressive brand on the three dimensions of CBE namely cognitive processing, affection, and activation. Research Design & Methods: This quantitative research is using purposive sampling combined with snowball sampling method to collect data from 295 respondents which are Iphone users/consumers at several location in Indonesia. Structural Equation Modeling - AMOS is also used to test the nine hypothesis. Findings: six of nine research hypothesis are significantly and positively supported between analyzed variables. Meanwhile, the other three hypothesis aren’t supported. Implications & Recommendations: Based on the findings, it can be stated that for the Apple Inc., as the owner of Iphone brand, they should give more experience, encourage participation, and emotional relation to their consumers as they continue using the products. Ideas, critics, and suggestion from consumers is also important factors to the brand. Contribution & Value Added: This research provides insight to understand CBE dimensions and its antecedents on Iphone smartphone brand which are consumers involvement, consumer participation, and self-expressive brand on cognitive processing, affection, and activation.

Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking

PurposePrior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an inability to ascertain the causal direction of relationships. Using third party measures, this paper aims to study the effects of brand reputation, via self-expressive brand perceptions, on both firm-directed and other customer-directed customer voluntary sharing behaviors (CVSB). It then assesses the moderating effect of consumer status-seeking on the relationships studied.Design/methodology/approachTo prevent common method bias and substantiate causality claims, a third-party brand reputation measure is combined with a consumer survey. Process is used to test the hypotheses using 359 consumer responses collected via Amazon MTurk.FindingsThe results indicate that higher inner-self and social-self expressive perceptions derived from strong brand reputations increase consumer knowledge sharing and social influence behaviors. The effect of social-self expressive brand perceptions on CVSB is positively moderated by consumer status-seeking.Practical implicationsFirms should leverage existing brand reputation investments to strengthen customer perceptions of their brands as self-expressive and facilitate greater social and knowledge-sharing engagement by status-seeking consumers.Originality/valueThis study identifies a new mechanism linking brand reputation and CVSB: consumer perceptions of the self-expressiveness of brands. Moreover, it distinguishes the effects of two dimensions of brand self-expressiveness and substantiates the customer engagement behavior value of investing in brand reputation as measured by third parties.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

PurposeExerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions.Design/methodology/approachData was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents.FindingsFindings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty.Originality/valueTheoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

The impact of relational drivers on customer brand engagement and brand outcomes

This study investigates the effects of customers’ trust and satisfaction with the focal brand and brand identification (self-expressive brand) on customer brand engagement (CBE) dimensions (cognitive processing, affection and activation), which can promote brand outcomes (brand evangelism and repurchase intention). The model was tested using survey data from 466 Australian consumers of mobile phone brands. The results suggest that brand trust enhances affection, followed by cognitive processing, but not activation. Brand satisfaction has a stronger impact on activation than affection while it is not related to cognitive processing. Self-expressive brand has the largest impact on cognitive processing, followed by affection and then activation. CBE dimensions are found to influence brand outcomes (brand evangelism and repurchase intention). For marketing theorists, to our knowledge, this is the first study to empirically examine the differential impact of relational drivers on brand evangelism and repurchase intention via the CBE dimensions. For managers, given that brand trust and brand satisfaction are customer-based metrics often tracked by organisations, our findings help organisations to redirect their efforts to the specific relational drivers that influence either psychological and/or behavioural components of CBE as well as brand evangelism and repurchase intention.

Influencing brand love to brand loyalty: A case study of Phu Quoc fish sauce

The study aims to analyze the impact of brand love on brand loyalty of Phu Quoc fish sauce – a famous traditional brand of Vietnam that has been accepted by the European Union for the protection of geographical indications. Brand love is proxied by two exogenous variables of hedonic products and self-expressive brands. Brand love, including a passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and declarations of love for the brand is the basis to create customer loyalty for the brand. Research data were collected from a survey on 418 customers using Phu Quoc fish sauce in Ho Chi Minh City and tested using Cronbach's alpha coefficient, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) whereas hypotheses were tested through Structural Equation Model (SEM). The results showed that brand love has a direct impact on brand loyalty. Both hedonic products and self-expressive brands exert a positive influence on brand love. The effect of the hedonic products on brand loyalty is accepted, while the self-expressive brand on brand loyalty is rejected.

Consumer Brand Love for Luxury Brands in India

To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories.