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/).

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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  -