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All Journal Lingua Cultura Wanastra : Jurnal Bahasa dan Sastra Akrab Juara : Jurnal Ilmu-ilmu Sosial International Journal of Economics and Management Research
Sukmono Bayu Adhi
Universitas Bina Sarana Informatika Jakarta
Biochemistry, Genetics & Molecular Biology Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Medicine & Pharmacology

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Emotional Branding and Customer Loyalty: Gen Z in Japan and Indonesia Isroni Isroni; Dedi Suharyadi; Sukmono Bayu Adhi; Roy Irawan
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.492

Abstract

Global brands increasingly struggle to retain Generation Z consumers who demand emotionally resonant and culturally relevant brand experiences. In Japan, where emotional restraint and symbolic messaging dominate consumer-brand interactions, Gen Z tends to bond with brands through aesthetics, storytelling, and quiet symbolism. Meanwhile, in Indonesia, Gen Z consumers exhibit high emotional expressiveness and loyalty to brands that foster social connection, authenticity, and community engagement. This paper analyzes how emotional branding mechanisms—such as brand love, emotional attachment, and self-congruity—function differently across these cultural settings. It reveals that while Japanese Gen Z responds to minimalist branding with embedded cultural cues, their Indonesian counterparts engage more with emotionally charged narratives and influencer-driven content. These distinctions offer practical insights for tailoring emotional branding to fit not only cultural norms but also platform-specific behaviors, such as Instagram aesthetics in Japan and TikTok virality in Indonesia. The study contributes actionable strategies for brands aiming to sustain loyalty among Gen Z in culturally diverse Asian markets.
Co-Authors Abd. Rasyid Syamsuri Indah Puspitorini Isroni Isroni Karlina, Eulin Roy Irawan