The Effect of Brand Salience and Brand Perception on Brand Evangelism of Gili Trawangan Lombok Tourism with Brand Happiness as a Mediating Variable
Abstract
This study aims to determine the effect of brand salience and brand perception on brand evangelism for Gili Trwangan Lombok tourism with brand happiness as a mediating variable, the type of research used is associative research with a quantitative approach using purposive sampling techniques. The number of respondents used in this study were 140 respondents. The analysis method used in this research is Structural Equation Modelling - Partial Last Square (SEM-PLS). The results of this study indicate that brand salience has a positive and significant effect on brand happiness, while brand salience on brand evangelism has a positive but insignificant effect. Brand perception has a positive and significant effect on brand happiness, brand perception has a positive and significant effect on brand evangelism. Directly brand happiness has a positive and insignificant effect on brand evangelism. Indirectly, brand happiness has not been able to mediate the effect of brand salience and brand perception on brand evangelism.
Keywords
Full Text:
PDFReferences
Ainy, H. pathiya. (2022). The Effect of Experiental Marketing and Experiental Value on Caffe Shop Customer Loyalty in Mataram City through Satisfaction as a Mediating Variable. University of Mataram.
Aiswarya, G., & Krishnan, J. (2019). Brand perception: How is it created? how does it affect the buying process? an empirical analysis on apparel brands. International Journal of Innovative Technology and Exploring Engineering, 8(6), 500-504.
Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product and Brand Management, 22(5), 371-383. https://doi.org/10.1108/JPBM-09-2013-0394.
Berger, J., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception
and choice. Marketing Science, 26(4), 460-472. https://doi.org/10.1287/mksc.1060.0253.
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: direct and indirect effects. European Journal of Marketing, 45(0309-0566), 191-216.
Bloom, N., & Reenen, J. Van. (2023). UNLOCKING A GREENER FUTURE: EMBRACING BRAND EVANGELISM AS THE CATALYST FOR GREEN PURCHASE INTENTION IN THE COSMETIC INDUSTRY. NBER Working Papers, 23(2), 89. https://doi.org/10.5281/zenodo.7778371.
Carolina, D. (2021). The Effect of Consumer Brand Identification, Brand salience, and Brand Trust on Boy Group BTS Brand evangelism [BAKRIE UNIVERSITY]. http://repository.bakrie.ac.id/id/eprint/4924.
Chekalina, T., Fuchs, M., & Lexhagen, M. (2018). Customer-based destination brand equity modelling: The role of destination resources, value for money, and value in use. Journal of Travel Research, 57(1), 31-51. https://doi.org/10.1177/0047287516680774.
Cravens, D. W. (1996). STRATEGIC MARKETING (T. Sihombing & M. Samosir (eds.); 4th edition). Erlangga Publishers.
Delle Fave, A., Brdar, I., Freire, T., Vella-Brodrick, D., & Wissing, M. P. (2011). The Eudaimonic and Hedonic Components of Happiness: Qualitative and Quantitative Findings. Social Indicators Research, 100(2), 185-207. https://doi.org/10.1007/s11205-010-9632-5.
Doss, S. K. (2010). "Spreading the Good Word": Toward an Understanding of Brand evangelism. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 444. https://doi.org/10.1007/978-3-319-10873-5_259.
Doss, S. K., & Carstens, D. S. (2014). Big Five Personality Traits and Brand evangelism. International Journal of Marketing Studies, 6(3), 13-22. https://doi.org/10.5539/ijms.v6n3p13.
EID, R. J. L. and M. (2008). The Science of subjective well-being. In Choice Reviews Online (Vol. 45, Issue 10). THE GUILFORD PRESS. https://doi.org/10.5860/choice.45-5867.
Embun Suryani, L.M. Furkan, Zainal Abidin, Sarifudin, & Siti Aisyah Hidayati. (2021). Development of Muara Selayar Water Tourism as an Alternative Tourism Destination during the New Normal Life Period to improve the Community Economy in Pijot Village, Keruak District. Journal of Science Education Master Devotion, 4(4), 327-338. https://doi.org/10.29303/jpmpi.v4i4.1114.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behaviour. Binarupa Aksara. Ferdinand, A. (2020). Management Research Methods (5th Edition). Diponegoro University Publishing Agency.
Gelder, S.. (2005). Global Brand Strategy. Kogan page.
Ghafoor, H., Ahmed, S. S., Naeem, M. M., & Huang, C. (2018). Analysis of Brand perception Effect on Store Image & Purchase Intention of Customers. International Journal of Scientific and Engineering Research, 9(5), 1324-1330. https://www.ijser.org/researchpaper/Analysis-of-Brand- Perception-Effect-on-Store-Image-Purchase-Intention-of-Customers.pdf.
Ghozali, I. (2015). Partial Least Squares: Concepts, Techniques and Applications Using the SmartPLS 3.0 programme. Diponegoro University Publishing Agency.
Ghozali, I. (2016). Application of Multivariate Analysis with the SPSS 23 Programme. Diponegoro University Publishing Agency.
Griffin, J. (2010). Customer Loyalty; Growing and Sustaining Customer Loyalty (open edition). Erlangga.
Guliyev, S. M. (2023). the Impact of Brand perception and Brand Image on Consumer Purchasing Behaviour in Azerbaijan. Science, Education and Innovations in the Context of Modern Problems, 6(1), 137-144. https://doi.org/10.56334/sei/6.1.5.
Hamid, R. S., & Anwar, S. M. (2019). Variant-based Structural Equation Modeling (SEM): Basic Concepts and Applications with SmartPLS 3.2.8 Programming in Business Research. PT Indonesian Writer Incubator.
Hariyadi, G. T., Nuryanto, I., & Wijaya, M. P. (2020). Brand salience efforts to encourage brand resonance. Journal of Economic and Business Research, 5(1), 122-135. https://doi.org/10.33633/jpeb.v5i1.3280.
Physical. (2017). THE INFLUENCE OF BRAND PERCEPTION AND SERVICE QUALITY ON CUSTOMER SATISFACTION (CASE STUDY AT PT. BISMA NARENDRA IN JAKARTA).
JOURNAL MANDIRI: Science, Arts, and Technology, 1, No. 2 (2580-3220), 188-206. https://garuda.kemdikbud.go.id/documents/detail/899989.
Koll, O., & von Wallpach, S. (2009). One brand perception? Or many? The heterogeneity of intra- brand knowledge. Journal of Product & Brand Management, 18(5), 338-345. https://doi.org/10.1108/10610420910981819.
Kotler, P., & Armstrong, G. (2008). Principles of Marketing. Erlangga.
Kotler, P., & Keller, K. L. (2009). Principles of Marketing (Second Edition). Erlangga.
Kumar, A., Paul, J., & Starčević, S. (2021). Do brands make consumers happy? - A masstige theory perspective. Journal of Retailing and Consumer Services, 58, 102318. https://doi.org/10.1016/j.jretconser.2020.102318.
Maholtra, N. K. (2009). Marketing Research. Index.
Mainolfi, G. (2020). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, 120, 286-293. https://doi.org/10.1016/j.jbusres.2019.11.038.
Mamesah, S., Tumbuan, W. J. F. A., & Tielung, M. V. J. (2020). the Influence of Brand Identification and Brand Satisfaction of Smartphone Products on Brand evangelism of Feb Unsrat Students. EMBA Journal, 8(1), 11-20.
Mansoor, M., & Paul, J. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research, 144, 484-496.
https://doi.org/10.1016/j.jbusres.2022.02.015.
Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). WHO IS SPREADING THE WORD? THE POSITIVE INFLUENCE OF EXTRAVERSION ON CONSUMER PASSION AND BRAND.
EVANGELISM. American Marketing Association, 17, 25-32.
McMahon, D. (2006). Happiness: A history. GrovePress, https://books.google.co.id/books?hl=id&lr=&id=WDbOfcnXp- AC&oi=fnd&pg=PR11&dq=McMahon,+D.+M.+(2006).+Happiness:+A+history&ots=UpT81M xKqY&sig=PE0nWzLI0pFRXFIWQI42EIdGWIU&redir_esc=y#v=onepage&q&f=false.
Mogilner, C., Aaker, J., & Kamvar, S. D. (2012). How happiness affects choice. Journal of Consumer Research, 39(2), 429-443. https://doi.org/10.1086/663774.
Nkoulou Mvondo, G. F., Jing, F., Hussain, K., & Raza, M. A. (2022). Converting tourists into evangelists: Exploring the role of tourists' participation in value co-creation in enhancing brand evangelism, empowerment, and commitment. Journal of Hospitality and Tourism Management, 52, 1-12. https://doi.org/10.1016/j.jhtm.2022.05.015.
Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021684 Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (AA) model of customer- brand relationships. Journal of Consumer Psychology, 23(2), 229-248. https://doi.org/10.1016/j.jcps.2013.01.002.
Prasetyo, B. D., & Febriani, N. S. (2020). Branding Strategy. UB Press.
Purohit, S., Hollebeek, L. D., Das, M., & Sigurdsson, V. (2023). The effect of customers' brand experience on brand evangelism: The case of luxury hotels. Tourism Management Perspectives, 46, 101092. https://doi.org/10.1016/j.tmp.2023.101092.
Qureshi, I. M., Khan, H. G. A., & Khan, A. Z. (2019). The role of Brand salience and Trust in deepening Perception to an Intention: An empirical study on a social media platform. NICE Research Journal, 12(2), 39-58. https://doi.org/10.51239/nrjss.v0i0.121.
Rahmawati, N., Permadi, L. A., & Rinuastuti, B. H. (2021). the Influence of Attraction, Location, and Service Quality on Revisit Intention to Sesaot Rural Tourism. Jmm Unram - Master of Management Journal, 10(1A), 43-57. https://doi.org/10.29303/jmm.v10i1a.636.
Rangkuti, F. (2004). The power of brands. PT Gramedia Pustaka Utama.
Riama, C. O. (2021). The role of influencers in the electronic word of mouth process to improve brand perception. Journal of Communication Management, 5(2), 156. https://doi.org/10.24198/jmk.v5i2.27628.
Rinuastuti, B. H., Saufi, A., & Asmony, T. (2019). The Positive Effect of Tourism on Life Satisfaction and Value Co Creation in the Community in Mandalika Kek Circle. Jmm Unram - Master of Management Journal, 8(3), 234-243. https://doi.org/10.29303/jmm.v8i3.444.
Riorini, S. V., & Widayat, C. C. (2015). Brand Relationship and Its Effect Towards Brand evangelism
to Banking Service. International Research Journal of Business Studies, 8(1), 33-45. https://doi.org/10.21632/irjbs.8.1.33-45.
Rohman, R. A. (2017). The Effect of Price Perception, Brand Perception, and Risk Perception on Repurchase Interest Through Perceived Value. In Yogyakarta State University. State University of Yogyakarta.
Romaniuk, J., & Sharp, B. (2002). Measuring brand perceptions: Journal of Targeting, Measurement and Analysis for Marketing, 11, 218-229.
Romaniuk, J., & Sharp, B. (2004). Conceptualising and measuring brand salience. Marketing Theory, 4(4), 327-342. https://doi.org/10.1177/1470593104047643.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). New Jersey: Prentice Hall.
Schnebelen, S., & Bruhn, M. (2017). An appraisal framework of the determinants and consequences of brand happiness. Psychology and Marketing, 35(2), 101-119. https://doi.org/10.1002/mar.21073 Schuchert-Guler, P., Eisend, M., & Lutters, H. (2001). Consumer and happiness: An approach to integrate the concept of happiness into marketing theory. European Advances in Consumer.
Research, 5, 227-232.
Schuchert-Guler, P., Eisend, M., & Lutters, H. (2001). No Title. European Advances in Consumer Research, 5, 227-232.
Schultz, D., & Barnes, B. (1994). Strategic brand communication campaigns. NTC Business Book. Sumarwan, U. (2010). Consumer Behaviour (2nd ed.). Ghalia Indonesia.
Tjiptono, F. (2015). Marketing Strategy. ANDI.
Tjiptono, F., Candra, G., & Adriana, D. (2008). STRATEGIC MARKETING (D. Prabantini (ed.)). ANDI Yogyakarta.
Wijaya, M. P. (2014). Analysis of Factors Affecting Brand Resonance Through Brand salience Studies on Suara Merdeka Daily Readers in Semarang. Journal of Management, 1-11. http://eprints.dinus.ac.id/8676/1/jurnal_13158.pdf.
Wirawan, P. E., Octaviany, V., & Nuruddin. (2022). Introduction to Tourism. NILACAKRA. https://www.google.co.id/books/edition/Pengantar_Pariwisata/KfqZEAAAQBAJ?hl=id&gbpv=1 &dq=pariwisata&pg=PR7&printsec=frontcover.
DOI: http://dx.doi.org/10.18415/ijmmu.v11i8.6148
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 International Journal of Multicultural and Multireligious Understanding
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.