Does Consumers’ Brand Identification Matter: The Mediating Roles of Brand Loyalty

By Bayu Sutikno.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This study attempts to investigate the mediating effect of the consumers’ brand loyalty in consumers’ brand identification-willingness to pay premium, and consumers’ brand satisfaction-willingness to pay premium. The data in the form of self-completion survey are collected in Indonesia, and 215 questionnaires are used for data analysis. The structural equation modelling was used to test the research hypotheses. The findings reveal that consumers’ brand loyalty mediated the relation between consumers’ brand identification-willingness to pay premium, and consumers’ brand satisfaction-willingness to pay premium. Furthermore, the consumers’ brand identification is also influenced by consumers’ brand satisfaction positively and significantly.

Keywords: Social Identity Theory, Branding, Brand Identification, Loyalty, Satisfaction, Willingness to Pay Premium

International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 3, pp.319-332. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.173MB).

Bayu Sutikno

PhD student in Business Administration NCU Taiwan and Lecturer, Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Jogjakarta, Indonesia

I am a lecturer in the Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia. My papers have appeared in Asia Pacific Journal of Marketing and Logistics, South East Asian Journal of Management, International Journal of Management and Business Research and Journal of International Business and Entrepreneurship. My current research interest is mainly in the areas of marketing, strategic management, channels of distribution and glocal marketing.

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