An integrated model of local business fashion brand love: the role of altruism, perceived value, brand community, and social media engagement

Iin Mayasari(1), Handrix Chris Haryanto(2), Siti Mudrika(3*),

(1) Universitas Paramadina
(2) Universitas Paramadina
(3) Universitas Paramadina
(*) Corresponding Author

Abstract


This study aims to analyze the factors influencing brand love, including altruism, perceived value, brand community, and social media, as well as their impact on repurchase intention, brand advocacy, and customer engagement. The academic perspectives focused on consumer value, social, and communication perspectives. From different perspectives, this study will broaden the understanding of brand love and its consequences. The research used survey methods with questionnaires modified from previous research. There were 300 respondents. A partial least squares analysis was used to test the hypotheses. This study demonstrates that brand love in local fashion brands can be explained using the concept of internal and external consumer behavior. From the internal analysis of consumer behavior, there are aspects of perceived value, namely utilitarian value and altruism, while from the external side, social media engagement variables influence the formation of consumer brand love for local fashion brands. The impact of this concept is that brand love in local fashion brands can affect repurchase intention, brand advocacy, and customer engagement. This study examines the perceived value of altruism in the context of brand love. It also analyzes the impact of brand love on brand advocacy and customer engagement.


Keywords


Brand love, altruism value, perceived value, brand community, social media engagement, repurchase intention, brand advocacy, customer engagement.

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References


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DOI: https://doi.org/10.24123/mabis.v25i3.1125

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