How Does Self-concept and Brand Personality Affect Luxury Consumers’ Purchasing Decisions?

2016 ◽  
pp. 19-48 ◽  
Author(s):  
Bang Nguyen ◽  
Meng-Shan Sharon Wu ◽  
Cheng-Hao Steve Chen
Keyword(s):  
Brand Personality ◽  
Self Concept ◽  
Purchasing Decisions

scholarly journals PENGARUH BRAND PERSONALITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Butik Meccanism)

2017 ◽  
Vol 8 (2) ◽  
Author(s):  
Fauziah Dewi Mahuda
Keyword(s):  
Structural Equation Modeling ◽  
Data Processing ◽  
Structural Equation ◽  
Brand Personality ◽  
Positive Influence ◽  
Equation Modeling ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Indirect Influence

This research aims to figure out the influence of brand personality and brand trust on purchasing decisions of Meccanism Boutique. The indicators that used to measure the brand personality are sincerity,excitement,competence,and sophistication. The data processing is done through Structural Equation Modeling (SEM) approach with a sample of one hundred respondents. The results showed that there is a positive influence of brand personality on the brand trust, and there is an influence of brand trust on purchasing decisions, and indirect influence of brand personality on purchasing decisions through the brand trust. While directly, the brand personality is not proven to have an effect on purchasing decisions.

scholarly journals Local Pride Movement as A Local Sneaker Branding Strategy

2021 ◽  
Vol 9 (2) ◽  
pp. 48-59
Author(s):  
Bayu Suseno ◽  
Anwar Hidayat
Keyword(s):  
Social Media ◽  
Government Policy ◽  
Brand Personality ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Branding Strategy ◽  
Consumer Ethnocentrism ◽  
The Awakening ◽  
Industry Collaboration

This study aims to determine the awakening of the local pride tagline or slogan as a movement for the community to be proud to use a local sneaker brand. In this study, branding theory is used to analyze the formation of a tagline for local pride or pride in Indonesian-made products. The results of this study illustrate that the local pride campaign which is influenced by the practice of cross-industry collaboration with influencers is able to build brand personality for local shoe products towards consumer buying interest. The level of consumer ethnocentrism in the community forms brand awareness which has a significant effect on purchasing decisions for local shoe products, this is also in line with government policy through restrictions on imported commodities for products or goods that can be made domestically. The use of digital marketing content carried out by local products with the theme of being made proud of Indonesian products becomes a brand campaign through the hashtag #LocalPride to increase sales of local shoes (footwear) products, as well as a promotional tool that has proven to be very effective in increasing the number of followers of social media accounts.

scholarly journals MEDIASI NILAI PELANGGAN DAN KEPERCAYAAN MEREK PADA PENGARUH KEPRIBADIAN MEREK TERHADAP LOYALITAS

2017 ◽  
Vol 19 (3) ◽  
pp. 416
Author(s):  
Siti Zuhroh
Keyword(s):  
Brand Loyalty ◽  
Customer Value ◽  
Brand Personality ◽  
Total Sample ◽  
Sampling Techniques ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Marketing Manager ◽  
Product Function

Consumer purchasing decisions are based not only on product attributes such as price, design, and product function but also on the feeling or emotion when using the product so that it will be closed between the brand and consumers who will be able to maintain long-term relationships. This research aims to develop a relationship between the brand personality, as well as putting customer value and brand trust be mediating variables. The population in this study were students Blackberry smartphone users in Malang City. The total sample of 307. The data were collected by accidental sampling techniques and processed using GSCA analysis. The results showed that the effect of Brand Personality is not positive significant  on Brand Loyalty but positive significant effect on Brand Loyalty mediated by Customer Value and Brand Trust. The implications of this study is giving information for the Marketing Manager to develop a marketing strategy to build brand loyalty based on the Psychological aspects.  

scholarly journals Analisis Faktor – Faktor yang Mempengaruhi Keputusan Pembelian dalam Penggunaan Jasa Pengiriman

2020 ◽  
Vol 10 (2) ◽  
pp. 163
Author(s):  
Abdur Rohim ◽  
Eman Sulaiman
Keyword(s):  
Decision Process ◽  
Self Concept ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Factors Affecting ◽  
Research Results ◽  
Delivery Service ◽  
Delivery Services

Based on the results of research and a discussion of the factors that influence consumers to use JNE's delivery services Ampera Bekasi Timur Agent, then from the things that the authors can make the conclusion of the research results, namely: self-belief and attitude, lifestyle, family and knowledge, are factors which influenced the purchase decision to use the delivery service of JNE Agent Ampera Bekasi Timur. The factors obtained in this study can influence consumers in using JNE Ampera Bekasi Timur Bekasi agent delivery services by 60.602%. That is, the factors formed are considered to influence the purchase decision to use the JNE Ampera Agent Bekasi Timur delivery service. The dominant factors affecting purchasing decisions in East Bekasi Ampera Agent JNE delivery services are personality and self-concept factors because they have the highest eigenvalues value or are able to explain the decision process to use JNE shipping services for East Bekasi Ampera Agent of 36.524% or greater than the three other formed factors.

scholarly journals Pengaruh Budaya Asing, Konsep Diri dan Pengetahuan Produk terhadap Keputusan Pembelian

2019 ◽  
Vol 7 (2) ◽  
pp. 241-246
Author(s):  
Devi Ismaliah ◽  
Tarida Marlin Surya M
Keyword(s):  
Statistical Tests ◽  
Regression Equation ◽  
Self Concept ◽  
Product Knowledge ◽  
Purchasing Decisions ◽  
Foreign Culture

The purpose of this research is to find out the influence of foreign culture, self-concept and product knowledge on purchasing decisions.Based on the results of statistical tests, the regression equation shows the T-table values ​​obtained for variables in Foreign Culture, Self Concepts, Product Knowledge together affect Starbucks purchasing decisions, this can be shown by the f-value of 7.563 which is greater compared to f-table 2.70 and supported by a significance value of 0.000 which is smaller than 0.05, where the variables of Foreign Culture, Self-Concept, and Product Knowledge together have a significant effect on purchasing decisions, Hypothesis 4 is accepted.

scholarly journals The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

2017 ◽  
Vol 7 (8) ◽  
pp. 12 ◽  
Author(s):  
Stephen Banahene
Keyword(s):  
Goodness Of Fit ◽  
Brand Personality ◽  
Private Universities ◽  
Negative Relationship ◽  
Reliability And Validity ◽  
Self Concept ◽  
Measurement Scale ◽  
Measurement Scales ◽  
Brand Engagement ◽  
The Impact

<p>The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence). In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities’ brand personality. Private Universities’ differentiation strategy should be based on competence, sophistication and excitement.</p>

scholarly journals PENGARUH BRAND PERSONALITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Butik Meccanism)

2019 ◽  
Vol 9 (2) ◽  
pp. 98
Author(s):  
Fauziah Dewi Mahuda
Keyword(s):  
Structural Equation Modeling ◽  
Data Processing ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Brand Personality ◽  
Positive Influence ◽  
Equation Modeling ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Equation Modelling

Penelitian ini bertujuan untuk mengetahui pengaruh brand personality dan brand trust terhadap keputusan pembelian butik Meccanism. Indikator yang digunakan untuk mengukur brand personality antara lain sincerity,excitement, competence, dan sophistication. Pengolahan data dilakukan melalui pendekatan Structural Equation Modelling (SEM) dengan sampel sebanyak 100 responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara brand personality terhadap brand trust, brand trust terhadap keputusan pembelian,dan pengaruh tidak langsung brand personality terhadap keputusan pembelian melalui brand trust. Sementara secara langsung brand personality tidak terbukti berpengaruh terhadap keputusan pembelian.This research aims to figure out the influence of brand personality and brand trust on purchasing decisions of Meccanism Boutique. The indicators that used to measure the brand personality are sincerity,excitement,competence,and sophistication. The data processing is done through Structural Equation Modeling (SEM) approach with a sample of one hundred respondents. The results showed that there is a positive influence of brand personality on the brand trust, and there is an influence of brand trust on purchasing decisions, and indirect influence of brand personality on purchasing decisions through the brand trust. While directly, the brand personality is not proven to have an effect on purchasing decisions.  

Sign in / Sign up

Export Citation Format

Share Document