<![CDATA[As the Indonesian beauty industry has grown rapidly, it intensifies the competition among them through the emergence of strong local brands. This study investigates the effects of Brand-Channel Mix complexity and Brand Association, measured by Attitude Toward the Brand, Perceived Quality, and Brand Uniqueness on Self-Brand Connection and Brand Loyalty within inclusive channels. Data were collected from 386 Brand X brand users in Indonesia using purposive sampling and an online questionnaire, then analyzed with Partial Least Squares–Structural Equation Modelling (PLS-SEM). Results indicate that Brand-Channel Mix has a significant negative effect on Self-Brand Connection, indicating that greater Brand-Channel Mix complexity is associated with lower levels of Self-Brand Connection. Conversely, Brand Associations exert a positive and significant influence on both outcomes, emphasizing the critical role of consumer perceptions in shaping loyalty. In addition, Product Involvement does not significantly moderate the relationship between Self-Brand Connection and Brand Loyalty. These findings underscore the importance of strengthening Brand Associations to foster Self-Brand Connection and Brand Loyalty, while indicating that greater channel complexity alone may not contribute to stronger consumer–brand relationships.]]>
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