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All Journal International Journal of Application on Economics and Business
Miharni Tjokrosaputro
Faculty of Economics & Business, Universitas Tarumanagara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Role of Brand Attachment to the Antecedents of Brand Passion Rayhan Nygel Putra Bilondatu; Miharni Tjokrosaputro
International Journal of Application on Economics and Business Vol. 1 No. 1 (2023): February 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i1.559-568

Abstract

Indonesia's fashion sector has recently seen remarkable growth. The rise of several local brands that drawing attention of the public, particularly the younger generation, is indicative of this. This study was conducted to determine how brand passion, mediated by brand attachment, is affected by brand image self-congruity and social media content marketing. Self-congruity variable was assessed by using the dimension of actual self- congruity, ideal self-congruity, and social self-congruity. At the same time, content marketing has been measured by user-generated content and firm-created content. This quantitative research used the data gathered from questionnaire distribution through Google Form. The number of samples is 290. Data manipulation and testing used the SmartPLS version 3. The results showed that self-congruity and content marketing positively affect brand passion through brand attachment. Moreover, the results of this study also prove that content marketing could directly affect brand passion.
Co-Authors Rayhan Nygel Putra Bilondatu