BRAND ENGAGEMENT AS A MEDIATOR : CONNECTING BRAND FAMILIARITY, SELF-IDENTIFICATION AND POSITIVE WORD OF MOUTH
Keywords:
Brand Fit, Brand Familiarity, Customer Engagement, Self-Identification, Word-of-Mouth
Abstract
The Covid-19 pandemic has heightened public awareness of the importance of health products such as hand sanitizers, which became essential during the pandemic. This study aims to analyze the influence of brand fit on brand familiarity, customer brand engagement, self-identification, and word-of-mouth (WOM) for hand sanitizer products registered with the Ministry of Health (Kemenkes) and the National Agency of Drug and Food Control (BPOM). The research employs a hypothesis-testing method with a cross-sectional design, involving 170 respondents selected through purposive sampling based on the criteria of active hand sanitizer users. Data were collected using a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling (SEM), which includes Confirmatory Factor Analysis (CFA) and hypothesis testing. The results indicate that brand fit significantly influences brand familiarity and customer brand engagement. Furthermore, customer brand engagement was found to affect self-identification, which ultimately has a significant impact on WOM. This study reinforces the theories of Consumer-Based Brand Equity, Engagement Theory, and Social Identity in explaining the relationships between brand fit, consumer engagement, and self-identification in shaping consumer decisions to recommend brands.The practical implications of this research highlight the importance of brand fit and customer brand engagement in fostering brand loyalty, consumer trust, and positive WOM. Marketing strategies that focus on packaging visualization, brand image, and relevant product functions can strengthen a brand's position in an increasingly competitive market. This study provides a significant contribution to the marketing literature by adding brand fit as a key factor in creating relevant and meaningful brand experiences for consumers
References
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Hair, Risher, Sarstedt, & Ringle. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://www.emerald.com/insight/content/doi/10.1108/EBR-11-2018-0203/full/html
Han, C. M. (2020). Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets. Journal of Consumer Behaviour, 19(5), 463–480. https://doi.org/10.1002/cb.1829
Hsu, L. C. (2019). Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity. Online Information Review, 43(5), 842–866. https://doi.org/10.1108/OIR-06-2017-0187
Islam, M. M., Khan, M. I., & Barman, A. (2021). Impact of novel coronavirus pandemic on aquaculture and fisheries in developing countries and sustainable recovery plans: Case of Bangladesh. Marine Policy, 131(1), 1–15. https://doi.org/10.1016/j.marpol.2021.104611
Jin, C. H., Yoon, M. S., & Lee, J. Y. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product and Brand Management, 28(1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587
Juhaidi, A., Syaifuddin, Salamah, Ma’ruf, H., Yuseran, M., Shapiah, Janah, R., Mudhiah, Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., & Lisdariani, R. (2024). The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust. Social Sciences and Humanities Open, 10(1), 1–11. https://doi.org/10.1016/j.ssaho.2024.100955
Karste, D. A., & Guzmán, F. (2020). The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity. Journal of Product and Brand Management, 29(7), 971–984. https://doi.org/10.1108/JPBM-06-2019-2419
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://journals.sagepub.com/doi/abs/10.1177/002224299305700101
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Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and Brand Management, 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106
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Nurbaeti, N., & Brahmantyo, H. (2022). Can Wom (Word of Mouth) Beat E-Wom (Electronic-Word of Mouth) on the Decision To Visit Ampera 2 Tak Restaurant, Bintaro Branch? Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 1912–1920. https://doi.org/10.31955/mea.v6i3.2553
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Astous, A. d, & Gargouri, E. (2001). Consumer evaluations of brand imitations. European Journal of Marketing, 35(1/2), 153–167. https://doi.org/10.1108/03090560110363391
Barijan, D., Ariningsih, E. P., & Rahmawati, F. (2021). The Influence of Brand Trust, Brand Familiarity, and Brand Experience on Brand Attachments. Journal of Digital Marketing and Halal Industry, 3(1), 73–84. https://doi.org/10.21580/jdmhi.2021.3.1.7440
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139–168. https://doi.org/10.1086/209154
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
Bischoff, J., Berezan, O., & Scardicchio, L. (2019). The digital self and customer loyalty: from theory to virtual reality. Journal of Marketing Analytics, 7(4), 220–233. https://doi.org/10.1057/s41270-019-00065-4
Boro, E., & Stoll, B. (2022). Barriers to COVID-19 Health Products in Low-and Middle-Income Countries During the COVID-19 Pandemic: A Rapid Systematic Review and Evidence Synthesis. Frontiers in Public Health, 10(1), 1–24. https://doi.org/10.3389/fpubh.2022.928065
Briliana, V. (2008). Pengaruh Involvement, Familiarity, Brand Loyalty dan Price Sensitivity Terhadap Consumer Evaluation Pada Pembelian Produk Susu Bubuk. Jurnal Bisnis Dan Akuntansi, 18(2), 147–158.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22), 1–15. https://doi.org/10.3390/su132212770
Dwipayanti, N. M. U., Lubis, D. S., & Harjana, N. P. A. (2021). Public Perception and Hand Hygiene Behavior During COVID-19 Pandemic in Indonesia. Frontiers in Public Health, 9(1), 1–12. https://doi.org/10.3389/fpubh.2021.621800
Edwards, M. G. (2021). The growth paradox, sustainable development, and business strategy. Business Strategy and the Environment, 30(7), 3079–3094. https://doi.org/10.1002/bse.2790
Fernandes, T., & Esteves, F. (2016). Customer Engagement and Loyalty: A Comparative Study Between Service Contexts. Services Marketing Quarterly, 37(2), 125–139. https://doi.org/10.1080/15332969.2016.1154744
Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product and Brand Management, 28(2), 274–286. https://doi.org/10.1108/JPBM-08-2017-1545
Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4), 259–268. https://doi.org/10.1016/j.jretai.2003.09.006
Guèvremont, A. (2021). Can human brands help consumers eat better? Influence of emotional brand attachment, self-identification, and brand authenticity on consumer eating habits. Journal of Consumer Behaviour, 20(3), 803–816. https://doi.org/10.1002/cb.1910
Guizon, A. H., & Magnoni, F. (2019). Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty? Journal of Marketing Management, 35(7–8), 716–741. https://doi.org/10.1080/0267257X.2019.1599990
Ha, T. M., & Trinh, V. D. (2021). Green Brand Equity and COVID-19 Post-Pandemic: The Case of the World’s First Coffee Face Mask in Vietnam. In The future of service post-COVID-19 pandemic (Vol. 2). Springer. http://www.springer.com/series/16400
Hair, Risher, Sarstedt, & Ringle. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://www.emerald.com/insight/content/doi/10.1108/EBR-11-2018-0203/full/html
Han, C. M. (2020). Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets. Journal of Consumer Behaviour, 19(5), 463–480. https://doi.org/10.1002/cb.1829
Hsu, L. C. (2019). Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity. Online Information Review, 43(5), 842–866. https://doi.org/10.1108/OIR-06-2017-0187
Islam, M. M., Khan, M. I., & Barman, A. (2021). Impact of novel coronavirus pandemic on aquaculture and fisheries in developing countries and sustainable recovery plans: Case of Bangladesh. Marine Policy, 131(1), 1–15. https://doi.org/10.1016/j.marpol.2021.104611
Jin, C. H., Yoon, M. S., & Lee, J. Y. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product and Brand Management, 28(1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587
Juhaidi, A., Syaifuddin, Salamah, Ma’ruf, H., Yuseran, M., Shapiah, Janah, R., Mudhiah, Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., & Lisdariani, R. (2024). The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust. Social Sciences and Humanities Open, 10(1), 1–11. https://doi.org/10.1016/j.ssaho.2024.100955
Karste, D. A., & Guzmán, F. (2020). The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity. Journal of Product and Brand Management, 29(7), 971–984. https://doi.org/10.1108/JPBM-06-2019-2419
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://journals.sagepub.com/doi/abs/10.1177/002224299305700101
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3–4), 167–176. https://doi.org/10.1057/jt.2010.15
Kurniawati, D., Nafthalia, D., Oktafiani, F., Nuraeni, A., Wahyudi, D., Kimia, ), Teknologi, D., Gunung, S., & Bandung, D. (2021). Pelatihan Pembuatan Hand Sanitizer Sebagai Upaya Pencegahan Penularan Covid-19 di Desa Kutamandiri Kabupaten Sumedang Training For Making Hand Sanitizer As An Effort To Prevent The Transmission Of Covid-19 In Kutamandiri Village, Sumedang Regency. Proceedings UIN Gunung Djati Bandung, 1(88), 20–33. https://proceedings.uinsgd.ac.id/index.php/Proceedings
Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116–2128. https://doi.org/10.1007/s12144-018-9898-3
Lee, M. S. W., Conroy, D., & Motion, J. (2012). Brand avoidance, genetic modification, and brandlessness. Australasian Marketing Journal, 20(4), 297–302. https://doi.org/10.1016/j.ausmj.2012.07.003
Litvinenko, V., Bowbriсk, I., Naumov, I., & Zaitseva, Z. (2022). Global guidelines and requirements for professional competencies of natural resource extraction engineers: Implications for ESG principles and sustainable development goals. Journal of Cleaner Production, 338(1), 1–9. https://doi.org/10.1016/j.jclepro.2022.130530
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and Brand Management, 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106
Małecka, A., Mitręga, M., & Pfajfar, G. (2022). Segmentation of collaborative consumption consumers: Social identity theory perspective. International Journal of Consumer Studies, 46(6), 2445–2465. https://doi.org/10.1111/ijcs.12798
Nurbaeti, N., & Brahmantyo, H. (2022). Can Wom (Word of Mouth) Beat E-Wom (Electronic-Word of Mouth) on the Decision To Visit Ampera 2 Tak Restaurant, Bintaro Branch? Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 1912–1920. https://doi.org/10.31955/mea.v6i3.2553
Rane, N., Choudhary, S., & Rane, J. (2023). Metaverse for Enhancing Customer Loyalty: Effective Strategies to Improve Customer Relationship, Service, Engagement, Satisfaction, and Experience. SSRN Electronic Journal, 1(5), 427–452. https://doi.org/https://www.doi.org/10.56726/IRJMETS38104
Rayadi, A., Sapri, & Tanuwijaya, J. (2022). Pengaruh Employer Brand Experience Terhadap Organizational Citizenship Behavior (Studi Kasus Pada Industri Perbankan Indonesia). Jurnal Ilmiah MEA, 6(1), 2022. https://journal.stiemb.ac.id/index.php/mea/article/view/1878
Sekulic, M., Stajic, D., Jurisic Skevin, A., Kocovic, A., Zivkovic Zaric, R., Djonovic, N., Vasiljevic, D., Radmanovic, B., Spasic, M., Janicijevic, K., Simic Vukomanovic, I., Niciforovic, J., Parezanovic Ilic, K., Barac, S., Lukovic, T., & Joksimovic, S. (2022). Lifestyle, Physical Activity, Eating and Hygiene Habits: A Comparative Analysis Before and During the COVID-19 Pandemic in Student Population. Frontiers in Public Health, 10(1), 1–7. https://doi.org/10.3389/fpubh.2022.862816
Selam, M. N., Habte, B. M., Marew, T., Bitew, M., Getachew, T., Getachew, S., Abate, A., Mitiku, M., Matsabisa, M., & Birhanu, G. (2022). Evaluation of quality and antimicrobial efficacy of locally manufactured alcohol-based hand sanitizers marketed in Addis Ababa, Ethiopia in the era of COVID-19. Antimicrobial Resistance and Infection Control, 11(1), 1–15. https://doi.org/10.1186/s13756-022-01163-2
Sihvonen, J. (2019). Understanding the drivers of consumer–brand identification. Journal of Brand Management, 26(5), 583–594. https://doi.org/10.1057/s41262-018-00149-z
Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091–1097. https://doi.org/10.1016/j.jbusres.2007.09.022
Soelasih, Y., & Sumani, S. (2021). The Effect of Word-of-Mouth on Purchase Intention: A Case Study of Low-Cost Carriers in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 433–440. https://doi.org/10.13106/jafeb.2021.vol8.no4.0433
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Published
2025-02-10
How to Cite
Salfiana, E., & Masnita, Y. (2025). BRAND ENGAGEMENT AS A MEDIATOR : CONNECTING BRAND FAMILIARITY, SELF-IDENTIFICATION AND POSITIVE WORD OF MOUTH. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 778-795. https://doi.org/10.31955/mea.v9i1.4966
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Articles
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