Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram
- DOI
- 10.2991/aebmr.k.201222.009How to use a DOI?
- Keywords
- Personalised advertisement, Consumer Behaviour, Marketing Communication, Perceived Personalization, self-expressive brand, perceived quality, brand loyalty
- Abstract
Along with the increasing level of internet penetration in Indonesia, the current developments encourage people to familiarize themselves and adopt a variety of internet-based products and services, especially Instagram as one of the social media in Indonesia. Amidst these opportunities, businesses that are particularly preferred in current lifestyle like local footwear brands can take advantage by being present on Instagram to foster their relationship with their consumers through personalised advertisement. This quantitative research was aimed to analyse the effect of personalised advertisement by proposing key drivers namely perceived personalization and self-expressive brands that predicts consumer brand engagement, brand attachment and its effect towards perceived quality and brand loyalty. A total of 386 respondents that are Instagram users and consumers of four local footwear brands were collected using purposive sampling method and analysed using Partial Least Squares – Structural Equation Modelling (PLS-SEM). The findings suggest that perceived personalization and self-expressive brands positively impact consumers’ brand engagement and brand attachments. Moreover, consumer brand engagement and brand attachment play an important role in affecting the perceived quality. Lastly brand attachment and perceived quality were also found to influence brand loyalty.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Adhiwira Indrabrata AU - Tengku Ezni Balqiah PY - 2020 DA - 2020/12/23 TI - Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram BT - Proceedings of the International Conference on Business and Management Research (ICBMR 2020) PB - Atlantis Press SP - 62 EP - 70 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.201222.009 DO - 10.2991/aebmr.k.201222.009 ID - Indrabrata2020 ER -