An Examination of The Relationship of Green Brand Affect and Other Determinant Factors Towards Green Purchase Intention in Skin Care Industry

Climate change is a troubling issue in the world and one of the main causes is plastic production, while the personal care industry is one of the industries that contributes the largest plastic waste and businesses in Indonesia have not contributed to reducing waste. According to a study, many small businesses face several challenges in implementing environmental values including unawareness of the potential presented by applicable green practices, a lack of understanding of the necessity to address their environmental consequences, and the lack of understanding how to integrate green practices into basic business planning, in other words they don’t little exposure to green practice information and they don’t know how to communicate & implement the environmental values, thus small businesses need to understand how to communicate their business through green brand and to communicate their brand business need to know what drives the customer to buy green brand. While "green purchase intentions” is the likelihood of consumers purchasing specific products or brands owing to environmental concerns, thus to support waste reduction from the personal care industry and increase implementation of environmental value, the researcher analysed what factors could influence green purchase intentions to understand the market needs and drivers to purchase green brands. Using the PLS SEM, this study investigates the relationship of green brand affect on green purchase intentions, as well as the mediation effects of green brand attitude and green brand associations in the skin care business. Refers to prior study to define ‘green brand affect’ as “consumers’ positive emotional response towards a brand in consequence of the brand’s environmental performance” because in the process of customer buying decision-making, brand affect is a critical aspect. The study's research focus is on Indonesian consumers aged 14 to 39 who have purchased green skin care brands in Indonesia. A total of 218 respondents were chosen. In addition, to verify the research framework, this study was done by utilizing a questionnaire survey. The findings show that the impact of a green brand can have a direct impact on green buying intentions. Furthermore, this research shows that green brand associations have no influence on green purchasing intention means this variable fails to mediating green brand affect toward green purchase intention and that green brand attitude mediates the relationship between green brand affect and green buy intents to partially. While businesses tend to enhance their customers' green purchase intentions, they must also increase their green brand impact and green brand attitude. Hopefully this research could help small businesses to understand how to communicate and implement environmental value through the understanding of the relationship between green brand affect, green brand attitude, and green brand association toward green purchase intention.

Pengaruh Brand Trust dan Brand Affect Terhadap Brand Loyalty Threeosix Coffee Shop Surabaya

Beberapa tahun ini, sebelum pandemic perkembangan bisnis meningkat drastic. Hal ini, menjadikan banyak perusahaan terpacu menyusun strategi agar survive. Salah satu strategi yang dilakukan adalah menciptakan kosumen yang loyal terhadap brand perusahaan, sehingga konsumen memiliki loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand affect terhadap brand loyalty pada Threeosix Coffee Shop di Surabaya. Pendekatan kuantitatif dilakukan melalui metode Structural Equation Modeling (SEM). Sampel dari penelitian ini dipilih menggunakan teknik non probability sampling, karakteristik yang dituju adalah pria dan wanita, berdomisili di Surabaya, minimal usia 17 tahun sampai 40 tahun ke atas, pernah membeli produk Threeosix Coffee Shop minimal satu kali dalam satu bulan terakhir. Jumlah sampel yang digunakan pada penelitian sebanyak 133 orang. Hasil penelitian menunjukkan bahwa: 1) brand trust berpengaruh secara signifikan terhadap brand affect Threeosix Coffee Shop; 2) brand trust berpengaruh secara signifikan terhadap brand loyalty Threeosix Coffee Shop; dan brand affect berpengaruh secara signifikan terhadap brand loyalty.

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Purpose This study aims to propose a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect and brand involvement. The dimensionality of customer experience in full-service hotel is also particularly examined in relation to brand building. Design/methodology/approach Three steps of data collection were used: interviews of 50 customers on their experiences of staying full-service hotels, a small survey of 176 hotel guests to establish the measurement scale of customer experience and a major survey of 732 hotel customers in ten major Chinese cities to test the model of brand loyalty. Findings Customers’ experiences with full-service hotels are proposed to be categorized into functional, affective and social. There is a chain effect from customer experience to brand trust and to brand affect and then to brand loyalty. The brand involvement does moderate relationships between customer experience and brand trust and brand affect but not brand loyalty. Practical implications For full-service hotels, social and functional experiences are critical in building brand loyalty, and therefore, they need to be the focal points in the enhancement of customer experience. Also, hoteliers are advised to develop emotional connections between the customers and the hotel brand – an effective way of building trust and affection. Originality/value According to the authors’ knowledge, this paper is one of the first few studies to link customer experience to brand loyalty with comprehensive causal effect analysis. This study also contributes to the knowledge of customer experience in the context of the full-service hotel sector.

Examining the Relationship between Consumer Brand Relationships and Brand Evangelism

It is a well-known fact now that consumers falsify profound and meaningful relationships with particular brands and that such consumer brand relationships are expected to impact brand-related behavior of consumers. The study investigates the influence of three consumer-brand relational constructs - brand trust, brand affect and brand identification – and their effects on brand evangelism behavior, which was operationalized in the form of two supportive behaviors namely; purchase intentions and positive referrals. After assessing common method bias as well as reliability and validity estimates, structural equation modelling was employed with 458 sample data to test the study model fit and hypothesized relationships. The findings reveal that the consumer-brand relationship influences brand evangelism. All consumer-brand relational constructs (i.e., brand trust, brand affect and brand identification) influence brand evangelism positively in terms of purchase intention and brand referral. The study highlights the importance of brand evangelism in the marketing literature by establishing its causal relationships with the key brand attributes of brand affect, brand trust and brand evangelism. Implications of the results are deliberated with future scope for research.

Analysis of Quality-Value-Purchase in the Leather Products Industry

Sustainable growth in leather products purchase can cause the consumers to experience in purchasing leather products with various brands, qualities, price, and value which are gained. This research examines the repurchase of leather products by evaluating brand perception (brand experience and brand affect) and product evaluation (perceived value, perceived quality, and price perception). The data were taken from 297 respondents who have purchased this product from Garut, Indonesia as one of the biggest production centers of leather fashion products in Indonesia. By applying partial least square, it revealed that brand experience and brand affect are influential toward perceived quality. Both perceived quality and price perception are then influential toward perceived value. Repurchase intention is affected by perceived quality and perceived value. This result proves that brand perception is able to underlie product evaluation which then will influence repurchase intention.

Brand outcomes in sales channel relationships: a guanxi theory perspective

Purpose Guanxi is the foundation of business success in Chinese and other Eastern cultures, but little is known about the extent to which guanxi influences brand outcomes in channel relationships. The purpose of this study is to propose a novel theoretical framework of interpersonal and interorganizational guanxi relationships in a sales channel context and how these relationships influence brand outcomes. Design/methodology/approach The authors conceptualize, develop and validate new scales measuring interpersonal and interorganizational guanxi and test the proposed model with a field study to validate the effects of guanxi on brand loyalty. The causal relationships between interpersonal guanxi and brand attitudes and affect are confirmed in a separate field experiment. Findings Findings show that interpersonal guanxi is antecedent to interorganizational guanxi, and these two constructs have significant and differential direct and indirect effects on brand attitudes, brand affect and brand loyalty. Originality/value New multidimensional scales measuring both interpersonal and interorganizational guanxi were developed. Both interpersonal and interorganizational guanxi are conceptualized as second-order reflective constructs measured by the reflective first-order guanxi elements of personal and firm trust, personal and firm long-term orientation, xinyong (integrity), reciprocity, interaction and face.

Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market

Based on a well-established framework, this study proposes and tests a model that attempts to understand the dynamic relationships among three dimensions of brand authenticity (i.e., quality commitment, heritage, and sincerity), two dimensions of brand trust (i.e., brand reliability and brand intention), brand affect, and brand loyalty among coffee shop customers. The verified model confirmed that all aspects of brand authenticity had significant effects on brand reliability and brand intention. Two aspects of brand trust had positive effects on brand affect and brand loyalty. Last, brand affect was, in turn, positively associated with brand loyalty. This research suggests that coffee shop brand managers may be well served by focusing on developing and strengthening brand authenticity and brand trust.