Sentralitas Merek Menjadi Pusat Kehidupan Konsumen
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Dec 5, 2023
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Sentralitas Merek Menjadi Pusat Kehidupan Konsumen. Suatu merek dapat menjadi pusat kehidupan konsumen. Sejauh mana suatu merek mempunyai tempat sentral dalam kehidupan konsumen disebut sebagai sentralitas merek, yaitu hubungan keagamaan antara merek dan konsumen. Meskipun memainkan peran penting dalam bisnis fast fashion, penelitian tentang penyebab dan dampaknya masih kurang. Penelitian ini bermaksud untuk mengeksplorasi hubungan antara harga diri, frekuensi pembelian rata-rata, dan tiga karakteristik psikologis (kesadaran mode, preferensi pembelian jangka panjang, dan harga diri), satu elemen perilaku (sentralitas merek), dan hubungan. Pada sektor quick fashion, kualitas. Desain, metode, dan strategi Pemodelan persamaan struktural kuadrat terkecil parsial (PLS-SEM) digunakan untuk menganalisis data dari survei terhadap 153 konsumen fast fashion. Hasil studi ini menunjukkan bahwa sentralitas merek berpengaruh positif berkorelasi dengan kesadaran mode dan orientasi belanja kronis, tetapi tidak dengan harga diri. Penelitian ini memiliki signifikansi besar dalam menggali keterkaitan antara merek dan kehidupan konsumen, serta memberikan implikasi praktis bagi perusahaan dalam menyusun strategi pemasaran, meningkatkan pengalaman konsumen, dan membangun hubungan yang lebih kuat dengan pelanggan
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References
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Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of personality and social psychology, 84(6), 1140.
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Chowdhary, U. (1988). Self-esteem, age identification, and media exposure of the elderly and their relationship to fashionability. Clothing and Textiles Research Journal, 7(1), 23-30.
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Workman, J. E., & Cho, S. (2012). Gender, fashion consumer groups, and shopping orientation. Family and Consumer Sciences Research Journal, 40(3), 267-283.
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Kaur, H., & Anand, S. (2021). Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies. Journal of Global Fashion Marketing, 12(2), 146-160.
McKinney, L. N. (2004). Internet shopping orientation segments: An exploration of differences in consumer behavior. Family and Consumer Sciences Research Journal, 32(4), 408-433.
Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of personality and social psychology, 84(6), 1140.
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Kapferer, J. N., & Michaut-Denizeau, A. (2014). Is luxury compatible with sustainability? Luxury consumers’ viewpoint. Journal of Brand Management, 21(1), 1-22.
Lewis, T. L., & Loker, S. (2017). Trying on the future: exploring apparel retail employees’ perspectives on advanced in-store technologies. Fashion Practice, 9(1), 95-119.
Aviv, Y., Wei, M. M., & Zhang, F. (2019). Responsive pricing of fashion products: The effects of demand learning and strategic consumer behavior. Management Science, 65(7), 2982-3000.
Farhat, K. (2020). Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan. Management Science Letters.
He, H., Zhu, W., Gouran, D., & Kolo, O. (2016). Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing, 50(1/2), 236-259.
Esperandio, M. R. G., August, H., Viacava, J. J. C., Huber, S., & Fernandes, M. L. (2019). Brazilian validation of Centrality of Religiosity Scale (CRS-10BR and CRS-5BR). Religions, 10(9), 508.
Ferreira, P., Faria, S., & Gabriel, C. (2022). The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand. Management & Marketing, 17(1).
Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of personality and social psychology, 84(6), 1140.
Athwal, N., Wells, V. K., Carrigan, M., & Henninger, C. E. (2019). Sustainable luxury marketing: A synthesis and research agenda. International Journal of Management Reviews, 21(4), 405-426.
Tiggemann, M., & Lacey, C. (2009). Shopping for clothes: Body satisfaction, appearance investment, and functions of clothing among female shoppers. Body Image, 6(4), 285-291.
Boles, J. S., Johnson, J. T., & Barksdale Jr, H. C. (2000). How salespeople build quality relationships:: A replication and extension. Journal of Business Research, 48(1), 75-81.
Hassler, M. (2003). Sistem produksi pakaian global: rantai komoditas dan jaringan bisnis. Jaringan global , 3 (4), 513-531.
Roy, SK, Eshghi, A., & Sarkar, A. (2013). Anteseden dan konsekuensi dari kecintaan terhadap merek. Jurnal Manajemen Merek , 20 , 325-332.
Odin, Y., Odin, N., & Valette-Florence, P. (2001). Aspek konseptual dan operasional loyalitas merek: Sebuah penyelidikan empiris. Jurnal penelitian bisnis , 53 (2), 75-84.
Ortiz, MH, Reynolds, KE, & Franke, GR (2013). Mengukur pengabdian konsumen: Anteseden dan konsekuensi dari perilaku konsumen yang penuh gairah. Jurnal Teori dan Praktek Pemasaran , 21 (1), 7-30.
Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: A conceptual framework. Management of Environmental Quality: An International Journal, 31(6), 1515-1530.
Kru, L. (2017). Geografi mode: Konsumsi, ruang, dan nilai . Penerbitan Bloomsbury.
Dosa, L., & Tse, A. (2002). Membuat profil pembeli internet di Hong Kong: faktor demografis, psikografis, sikap, dan pengalaman. Jurnal Pemasaran Konsumen Internasional , 15 (1), 7-29.
Studak, C. M., & Workman, J. E. (2004). Fashion groups, gender, and boredom proneness. International Journal of Consumer Studies, 28(1), 66-74.
Cho, S., & Workman, J. E. (2014). Relationships among gender, fashion leadership, need for affect, and consumers’ apparel shopping preference. Family and consumer sciences research journal, 42(4), 369-385.
Holmqvist, J., & Lunardo, R. (2015). The impact of an exciting store environment on consumer pleasure and shopping intentions. International Journal of Research in Marketing, 32(1), 117-119.
Lee, A. Y., & Higgins, E. T. (2009). The persuasive power of regulatory fit. Social psychology of consumer behavior, 319-333.
Hewstone, M., & Greenland, K. (2000). Intergroup conflict. International journal of psychology, 35(2), 136-144.
Wesselmann, E. D., Bradley, E., Taggart, R. S., & Williams, K. D. (2023). Exploring social exclusion: Where we are and where We’re going. Social and Personality Psychology Compass, 17(1), e12714.
Hong, K. H. (2006). The influence of the sociocultural attitudes toward appearance and BMI on body image and body satisfaction. Fashion & Textile Research Journal, 8(1), 48-54.
Higgins, DAN (1989). Teori ketidaksesuaian diri: Pola kepercayaan diri apa yang menyebabkan orang menderita?. Dalam Kemajuan dalam psikologi sosial eksperimental (Vol. 22, hlm. 93-136). Pers Akademik.
Hung, H. Y., & Lu, H. T. (2018). The rosy side and the blue side of emotional brand attachment. Journal of Consumer Behaviour, 17(3), 302-312.
Chowdhary, U. (1988). Self-esteem, age identification, and media exposure of the elderly and their relationship to fashionability. Clothing and Textiles Research Journal, 7(1), 23-30.
Frankwick, G. L., Porter, S. S., & Crosby, L. A. (2001). Dynamics of relationship selling: A longitudinal examination of changes in salesperson-customer relationship status. Journal of Personal Selling & Sales Management, 21(2), 135-146.
Japutra, A., Ekinci, Y., & Simkin, L. (2022). Menemukan sisi gelap keterikatan merek: Pembelian impulsif, pembelian obsesif-kompulsif, dan pembicaraan sampah. Jurnal Riset Bisnis , 145 , 442-453.
Gounaris, S. P., Tzempelikos, N. A., & Chatzipanagiotou, K. (2007). The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6(1), 63-87.
Li, F., Kashyap, R., Zhou, N., & Yang, Z. (2008). Brand trust as a second-order factor: An alternative measurement model. International Journal of Market Research, 50(6), 817-839.
Hemsley‐Brown, J. (2023). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628.
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
Chai, J. C. Y., Malhotra, N. K., & Alpert, F. (2015). A two-dimensional model of trust–value–loyalty in service relationships. Journal of retailing and consumer services, 26, 23-31.
Ruparelia, N., White, L., & Hughes, K. (2010). Drivers of brand trust in internet retailing. Journal of Product & Brand Management, 19(4), 250-260.
Workman, J. E., & Cho, S. (2012). Gender, fashion consumer groups, and shopping orientation. Family and Consumer Sciences Research Journal, 40(3), 267-283.
Vieira, V., Santini, F. O., & Araujo, C. F. (2018). A meta-analytic review of hedonic and utilitarian shopping values. Journal of Consumer Marketing, 35(4), 426-437.
Hassebrauck, M., & Fehr, B. (2002). Dimensions of relationship quality. Personal relationships, 9(3), 253-270.
Hunt, S. D., Arnett, D. B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of business & industrial marketing, 21(2), 72-87.
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2014). Determinants of brand loyalty: A study of the experience-commitment-loyalty constructs.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
Evans, S., & Peirson-Smith, A. (2018). The sustainability word challenge: Exploring consumer interpretations of frequently used words to promote sustainable fashion brand behaviors and imagery. Journal of Fashion Marketing and Management: An International Journal, 22(2), 252-269.
Matthews, L., Hair, J. O. E., & Matthews, R. (2018). PLS-SEM: THE HOLY GRAIL FOR ADVANCED ANALYSIS. Marketing Management Journal, 28(1).
Song, J., & Qu, H. (2017). The mediating role of consumption emotions. International Journal of Hospitality Management, 66, 66-76.
Sudirjo, F., Jauhar, N., Ashari, A., Sari, H., Siagawati, M., Mas’ud, A. A., ... & Idrus, I. (2023). Manajemen Pemasaran Jasa Pendidikan: Konsep, Model, dan Implementasi. Get Press Indonesia.
Goldsmith, R. E., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of fashion marketing and management: an international journal, 12(3), 308-322.
Gupta, S., Agarwa, A. K., & Chauhan, A. K. (2018). Social media and its impact on consumers buying behavior with special reference to apparel industry in Bareilly region. SMART Journal of Business Management Studies, 14(2), 17-23.
Kruger, M., Saayman, M., & Ellis, S. M. (2010). Does loyalty pay? First-time versus repeat visitors at a national arts festival. Southern African Business Review, 14(1).
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2021). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153-183.
Gidaković, P., Szőcs, I., Diamantopoulos, A., Florack, A., Egger, M., & Žabkar, V. (2022). The interplay of brand, brand origin and brand user stereotypes in forming value perceptions. British Journal of Management, 33(4), 1924-1949.
Boles, J. S., Johnson, J. T., & Barksdale Jr, H. C. (2000). How salespeople build quality relationships:: A replication and extension. Journal of Business Research, 48(1), 75-81.
Gounaris, S. P., Tzempelikos, N. A., & Chatzipanagiotou, K. (2007). The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6(1), 63-87.
Palmatier, R. W., Scheer, L. K., Evans, K. R., & Arnold, T. J. (2008). Achieving relationship marketing effectiveness in business-to-business exchanges. Journal of the Academy of marketing science, 36, 174-190.
Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20, 325-332.
Kaur, H., & Anand, S. (2021). Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies. Journal of Global Fashion Marketing, 12(2), 146-160.
McKinney, L. N. (2004). Internet shopping orientation segments: An exploration of differences in consumer behavior. Family and Consumer Sciences Research Journal, 32(4), 408-433.
Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of personality and social psychology, 84(6), 1140.
Brodscholl, J. C., Kober, H., & Higgins, E. T. (2007). Strategies of self‐regulation in goal attainment versus goal maintenance. European Journal of Social Psychology, 37(4), 628-648.
Workman, J. E., & Lee, S. H. (2011). Vanity and public self‐consciousness: a comparison of fashion consumer groups and gender. International Journal of Consumer Studies, 35(3), 307-315.
Merrilees, B., Miller, D., & Shao, W. (2016). Makna merek mal: perspektif pengalaman merek. Jurnal Manajemen Produk & Merek, 25 (3), 262-273.
Kaur, H., & Anand, S. (2021). Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies. Journal of Global Fashion Marketing, 12(2), 146-160.
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