The Centrality of Brand Awareness
DOI:
https://doi.org/10.9744/ijbs.4.2.109-121Keywords:
Product Innovation, Brand Awareness, Brand Trust, Brand LoyaltyAbstract
The brand concept, especially brand loyalty, has evolved significantly; however, this phenomenon is still considered far from complete. This study extends a long line of scholars’ efforts by investigating a moderating effect of brand awareness in triangle relationships between product innovation and brand trust and brand loyalty. The hypotheses were tested based on online questionnaire data collected from 100 Indonesian respondents. The Ordinary least square (OLS) regression analysis shows that brand awareness positively and significantly moderates these triangle relationships. Additionally, the direct relationships between product innovation on brand awareness and brand loyalty and brand trust and brand loyalty were found to be significant. This research offers future research direction and implications for business practitioners and academics.
References
Adiwijaya, M., Herjanto, H., Soeryadi, A., & Subagio, A. (2020). The Moderating Effect of Switching Costs on The Brand Loyalty. Paper presented at I-Come Conference July 23-35(postponed), Sarawak, Malaysia.
Anand, N.V. (2018). Measurement of Brand Awareness and Brand Perception of Automobile Company. International Journal of Research in Mechatronics & Automobile Engineering, 5(2), 42-50.
Banati, D. (2011). Consumer Response to Food Scandals and Scares. Trends in Foods Science and Technology, 22(2/3), 56-60.
Baron, R.M., & Kenny, D.A. (1986). The Moderator-Mediator Variable Distinctions in Social Psychological Research: Conceptual, Strategic and Statistical Consideration, Journal of Personality and Social Psychology, 51(6), 1173-1182.
Bonifield, C., & Cole, C. (2007). Affective Responses to Service Failure: Anger, Regret and Retaliatory Versus Conciliatory Responses. Marketing Letters, 18, 85-99.
Carayannopoulos, S. (2017). Small, Young Firm Flexibility and Performance in The Context of Disruptive Innovations. Inter-national Journal of Entrepreneurship and Innovation Management, 21(1/2), 105-118.
Casteran, G., Chrysochou, P., & Meyer-Waarden, L. (2019). Brand Loyalty Evolution and The Impact of Category Characteristics. Marketing Letters, 30, 57-73.
Cha, J.M., Kim, S.H., & Singh, A.J. (2018). Adoption of A Wellness Product in The Hotel. Paper presented at 8th Advances in Hospitality and Tourism and Management Conference, June 25-29, 2018. Bangkok, Thailand.
Chang, H.L., & Yang, C. H. (2008). Explore Airlines’ Brand Niches Through Measuring Passengers’ Repurchase Motivation – An Application of Rasch Measurement. Journal of Air Transport Management, 14, 105-112.
Chavez, F.N.V., & Zhao, Y.L. (2015). Innovation in The Enterprise: Market Orientation As An Important Factor Towards Product Innovation. International Journal of Management Science and Business Administration, 1(11), 21-33.
Chinomona, R. (2013). The Influence of Brand Experience on Brand Satisfaction, Trust and Attachment in South Africa. International Business & Economics Research Journal, 12(10), 1303-1316.
Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of Online Trust in Online Auctions. Electronic Commerce Research and Application, 9, 148–159.
Cifci, S., Ekinci, Y., Whaytt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A Cross Validation of Consumer-Based Brand Equity Models: Driving Customer Equity in Retail Brands. Journal of Business Research, 69(9), 3740-3747.
Civelek, M., & Ertemel. A. (2018). Trust Building Model of Customers on B2C Websites: A Research on Generation Y Customers. Journal of History Culture and Art Research, 7(1), 332-340.
Deloitte. (2015). UKM Pemicu Kemajuan Indonesia. Retrieved from www2.deloitte.com/content/dam/Deloitte/id/Documents/finance/id-fas-sme-powering-indonesia-success-report-bahasa-noexp.pdf.
Dib, H., & Alhaddad, A. (2014). The Hierarchical Relationships Between Brand Equity Dimensions. European Scientific Journal, 10(28), 183-194.
Edison, H., Wang, X., & Abrahamsson, P. (2016). Product Innovation Through Internal Startup in Large Software Companies: A Case Study. Paper is presented at 42th Euromicro Conference on Software Engineering and Advanced Applications, Aug 2016, Limassol, Cyprus.
Ercis, A., Unal, S., Candan, F. B. & Yildrim, H. (2012). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404.
Focus Economics. (2020). Indonesia Economic Outlook. Retrieved from https://www.focus-economics.com/countries/indonesia.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M.M., & Kitchen, P.J. (2018). Perceptional Components of Brand Equity: Configuring The Symmetrical and Asymmetrical Paths to Brand Loyalty and Brand Purchase Intention. Journal of Business Research, 89, 462-474.
Freixanet, J., & Churakova, I. (2018). Exploring The Relationship Between Internationalization Stage, Innovation, and Performance. The case of Spanish companies. Inter-national Journal of Business, 23(2), 131-150.
Giovanis, A. N., & Athanasopoulou, P. (2018). Consumer-Brand Relationships and Brand Loyalty in Technology-Mediated Services. Journal of Retailing and Consumer Services, 40, 287-294.
Greenhouse. (2020). Indonesia’s Digital Economy: Growth Prospects After 2020. Retrieved from greenhouse.co/blog/indonesia-digital-economy-prospects-after-2020/
Hagner, S. M., & Jevons, C. (2016). Brand Trust: A Cross-National Validation in Germany, India and South Africa. Journal of Product & Brand Management, 25(1), 58-68.
Han, S.H., Nguyen, B. & Lee, T. J. (2015). Consumer Based Chain Restaurant Brand Equity, Brand Reputation and Brand Trust. International Journal of Hospitality Management, 50, 84-93.
Hanaysha, J., & Hilman, H. (2015a). The Impact of Product Innovation on Relationship Quality in Automotive Industry: Strategic Focus on Brand Satisfaction, Brand Trust and Brand Commitment. Asian Social Science, 11(10), 94-104.
Hanaysha, J., & Hilman, H. (2015b). Strategic Effects of Product Innovation, Service Quality and Relationship Quality on Brand Equity. Asian Social Science, 11(10), 56-72.
He, X., Liu, B., & Li, S. (2017). Reflections on The Teaching of Packaging Design Based on Brand Strategy. Advances in Social Science, Education and Humanities Research, 95, 40-43.
Herjanto, H., Gaur, S.S, & Hong, J.H.H. (2017). Factors Influencing Consumers’ Purchase Intention of Genuine Products and Intention to Use Pirated Products: Malaysian Perspective. Paper presented at Inter-national Conference on Management and Entrepreneurship (I-Come), July 13-15, Bali, Indonesia.
Herjanto, H., Scheller-Sampson, J., & Andreani, F. (2019). Customer Faithfulness: The Moderating Role of The Relational Benefits Trilogy. Paper presented at Marketing Management Association Spring Conference, March 27-29, Chicago, U.S.A.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The Effect of Celebrity Endorsement on Instagram Fashion Purchase Intention: The Evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203-221.
Homer, M.P. (2006). Relationships Among Ad-Induced Affect, Beliefs and Attitudes: Another Look. Journal of Advertising, 35(1), 35-52.
Hu, S., Yan, D., An, J., Guo, S., & Qian, M. (2019). Investigation and Analysis of Chinese Residential Building Occupancy with Large Scale Questionnaire Surveys. Energy and Building, 193, 289-304.
Indonesia Investments. (n.d.). Economy of Indonesia. Retrieved from www.indonesia-investments.com/culture/economy/item177.
Iswara, M.A. (2020). Revocation of Indonesia’s Developing Country Status Will Not Affect GSP: Government. Retrieved from https://www.thejakartapost.com/news/2020/02/25/revocation-of-indonesias-developing-country-status-will-not-affect-gsp-government.html.
Jezewski, M.A., Brown, J.K., Wu, Y.W.B., Meeker, M.A., Feng, J.Y., & Bu, X. (2005). Oncology Nurses’ Knowledge, Attitudes, and Experiences Regarding Advance Directives. Oncology Nursing Forum, 32(2), 319-327.
Jian, Z. (2019). Research on Enterprise Brand Equity Evaluation Based on Cognitive Psychology. Paper presented at AMME 2019 Conference, Kuala Lumpur, Malaysia, pp. 1-6.
Jiang, W., Liu, Y., Wu, Y., & Cai, S. (2016). Integrative Capability, Product Innovation, and The Moderating Role Of Proactiveness and Technological Environment. 2016 Proceeding of PICMET’16: Technology Management for Social Innovation, 2467-2475.
Kacaribu, F.N., Sabrina, S., Desdiani, N.A., & Riefky, T. (2020). Indonesia Economic Outlook 2020. Retrieved from www.lpem.org/wp-content/uploads/2019/11/Indonesia-Economic-Outlook-2020.pdf
Keller, K. L., Paameswaran, M.G. & Jacob. I. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson Education. India.
Khadim, A.R., Hanan, M.A., Arshad, A., Saleem, N., & Khadim, A.N. (2018). Revisiting Antecedents of Brand Loyalty: Impact of Perceived Social Media Communication with Brand Trust and Brand Equity as Mediators. Academy of Strategic Management Journal, 17(1), 1-14.
Kim, H. (2005). Consumer Profiles of Apparel Product Involvement and Values. Journal of Fashion Marketing and Management, 9, 207-220.
Kim, J. Morris, J.D., & Swait, J. (2008). Antecedents of True Brand Loyalty. Journal of Advertising, 37(2), 99-117.
Koschate-Fischer, N., & Gartner, S. (2015). Brand Trust: Scale Development and Validation. Schmalenbach Business Review, 67, 171-195.
Kumar, S.L., & Arthi, R. (2020). A Study on Brand Awareness of Oneplus with Special Reference to Coimbatore District, Tamilnadu. Mukt Shadb Journal, 9(4), 718-727.
Kurniawan, F.A., and Adiwijaya, W. (2018). The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya. International Journal of Business Studies, 1(1), 11-22, doi: https://doi.org/10.9744/ijbs.1.1.11-22
Lake, C.J., Carlson, J., Rose, A. & Chlevin-Thiele, C. (2019). Trust in Name Brand Assessments: The Case of The Myers-Briggs Type Indicator. The Psychologist-Manager Journal, 22(2), 91-107.
Lam, D. (2007). Cultural Influence on Proneness to Brand Loyalty. Journal of International Consumer Marketing, 19(3), 7-21.
Lee, J. (2018). Factor Analysis on Brand Recognition and Image Purchases. Journal of Research in Marketing, 9(2), 723-732.
Lee, J., & Rim, H. (2017). Consumer Evaluation of Cause Brand Alliance in Cause Related Advertising: The Role of Brand Familiarity and Personal Relevance. Business Management and Strategy, 8(1), 103-122.
Lee, R., Lee, J.H., & Garrett, T.C. (2019). Synergy Effects of Innovation on Firm Performance. Journal of Business Research, 99, 1-9.
Lemmetyinen, A., Dimitrovski, D., Nieminen, L., & Pohjola, T. (2016). Cruise Destination Brand Awareness as A Moderator in Motivation Satisfaction Relation. Tourism Review, 71(4), 245-258.
Levin, E., Thaichon, P., & Qucah, T.N. (2016). The Impact of Creative Competence and Project Management on Longevity of The Client Advertising Agency Relationship. Journal of Business & Industrial Marketing, 31(2), 274-286.
Liu H.W., Huang HC. (2015). Tradeoff Between Push and Pull Strategy: The Moderating Role of Brand Awareness. In: Spotts H. (Eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, pp. 259-264.
McKinsey & Company. (2016). Unlocking Indonesia’s digital opportunity. Retrieved from www.mckinsey.com/~/media/McKinsey/Locations/Asia/Indonesia/Our%20Insights/Unlocking%20Indonesias%20digital%20opportunity/Unlocking_Indonesias_digital_opportunity.ashx
Melgarejo, R., & Malek, K. (2018). Setting the Record Straight on Innovation Failure. Retrieved from www.nielsen.com/wp-content/uploads/sites/3/2019/04/setting-the-record-straight-common-causes-of-innovation-failure-1.pdf
Minh, L.P.T., Ju, T.L., Liao, Y.K., & Wu, W.Y. (2015). The Influences of Experiential, Cognitive and Marketing Factors on Brand Personality and Brand Equity. Paper presented at 9th International Conference on Management, Marketing and Finances, September 5-7, 2015, Seoul, South Korea.
Mordor Intelligence (2020). Indonesia retail sector-growth, trends and forecast (2020-2025). Retrieved www.mordorintelligence. com/industry-reports/indonesian-retail-industry
Morin, C. (2020). Winning The Innovation Game with Jobs to be Done Theory. Retrieved from crm.org/articles/jobs-to-be-done-theory
Myhal, G.C., Kang, J., & Murphy, J.A. (2008). Retaining Customers Through Relationship Quality: A Service Business Marketing Case. The Journal of Services Marketing, 22(6), 445-453.
Nemati, A.R., Khan, K., & Iftikhar, M. (2010). Impact of Innovation on Customer Satisfaction and Brand Loyalty, A Study of Mobile Phones Users in Pakistan. European Journal of Social Sciences, 16(2), 299-306.
Nguyen, M.N., Duong, H.H., Nguyen, T.H., Pham, T.H.N., & Nguyen, T.T.P. (2020). Mediating Effect of Social-Commerce Continuance Use Intention on The Relationship Between Perceived Values and Brand Loyalty. European Journal of Business and Management, 12(11), 58-65.
Nielsen. (2015). Looking to Achieve New Product Success? Retrieved from www.nielsen.com/wpcontent/uploads/sites/3/2019/04/nielsen-global-new-product-innovation-report-june-2015.pdf
Perkins-Porras, L., Whitehead, D.L., Strike, P.C., & Steptoe, A. (2018). Causal Beliefs, Cardiac Denial and Pre-Hospital Delays Following The Onset of Acute Coronary Syndromes. Journal of Behavioral Medicine, 31, 498-505.
Phung, M.T., Ly, P.T.M., & Nguyen, T.T. (2019). The Effect of Authenticity Perceptions and Brand Equity on Brand Choice Intention. Journal of Business Research, 101, 726-736.
Pribadi, A. P., Adiwijaya, M., & Herjanto, H. (2019). The Effect of Brand Trilogy on Cosmetic Brand Loyalty, International Journal of Business Society, 20(2), 730-742.
Puspitasari, A.F., & Dwijayanti, I.S. (2019). Evaluation Analysis of Airlangga University Faculty of Vocational Education’s Brand Equity Using Customer Based Brand Equity Concept. The International Journal of Applied Business, 1(1), 33-46.
Putra, R.P., & Razi, A.A. (2020). Value Proposition of Instagrammable Digital Tourism in Forming Brand Identity. Advances in Social Science, Education and Humanities Research, 409, 163-166.
Raimondo, M.A., Vernuccio, M., & Miceli, G.N. (2019). The Effects of Native Advertising on Consumer Responses. Some Experimental Evidence on The Interaction Between Content Type and Brand Awareness. Mercati & Competitivita, 3, 149-168.
Rajak, N., Themba, O.S., & Sjahruddin, H. (2019). Brand Awareness as Predictors of Repurchase Intention: Brand Attitude as A Moderator. Advances in Social Science Research Journal, 6(2), 541-554.
Ramaseshan, B., & Stein, A. (2014). Connecting The Dots Between Brand Experience and Brand Loyalty: The Mediating Role of Brand Personality and Brand Relationships. Journal of Brand Management, 21(7/8), 64-683.
Rauschnabel, P.A., & Ahuvia, A.C. (2014). You’re So Lovable: Anthropomorphism and Brand Love. Journal of Brand Management, 21(5), 372-395.
Raza, M., Salleh, S.M., & Saari, H. (2019). Role of Brand Awareness, Brand Loyalty and Customer Citizenship Behavior in Aviation Sector of Pakistan. International Journal on Economics, Finance and Sustainable Development, 1(2), 39-41.
Rogers, E. M. (2003). Diffusion of Innovation (5th Ed). New York: Free Press.
Sabag, N., & Trotskovsky, E. (2015). An Examination of The Relationship Between Instructional Strategies to Learning Styles Distance and Students’ Achievements. International Journal of engineering Education, 32(5A), 1903-1910.
Setiadi, E., Adiwijaya, W. and Subagio, H. (2018). The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling. International Journal of Business Studies, 1(2), 70-79, https://doi.org/10.9744 /ijbs. 1.2.70-79
Shabbir, M.Q., Khan, A.A., & Khan, S.R. (2017). Brand Loyalty, Brand Image and Brand Equity: The Mediating Role of Brand Awareness. International Journal of Innovation and Applied Studies, 19(2), 416-423.
Shin, J., Kim, Y., Yang, H., & Kim, C. (2019). What is the Right Innovation Type for Your Industry? Evidence from Chemical Firms in Korea. Process, 7(643), 1-16.
Sinha, K., Khajuria, R., & Thakar, H. (2015). Understanding The Antecedents of Brand Loyalty for Improved Brand Sustainability. Studies & Proceedings of Polish Association for Knowledge Management, 89, 5-19.
Stebbins, S. (2020). Biggest Product Launches of The Year. Retrieved from 247wallst.com/special-report/2019/12/20/biggest-product-launches-of-the-year/
The Editorial Board. (2019). Andrew Yang: Businessman from New York. Retrieved from www.nytimes.com/interactive/2020/01/15/opinion/andrew-yang-nytimes-interview.html
Uribe-Saavedra, F., Llonch-Andreu, J., & Rialp-Criado, J. (2015). The Effect of Online Comments on Buying Intention and Brand Trust: The Moderating Role of Brand Awareness and Type of Product. Paper presented at World Marketing Congress – Academy of marketing Science, Bari, Italy.
Vasudevan, S., & Kumar, F.J.P. (2019). Changing Realty: Altering Paths of Brand Discovery for Real Estate Websites in India. Property Management, 37(3), 346-366.
Wang, X., & Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image, Journal of Global Marketing, 23, 177-188.
Ward, A.L., Wyeth, E. H., McGee, R., Freeman, C., & Cameron, C. (2018). Found In (Survey) Translation: Lessons Learned While Engaging with Wharekura in Southland, New Zealand. Kotuitui: New Zealand Journal of Social Sciences Online, 13(1), 70-81.
White, G., Cordato, D., O’Rourke, F., Mendis, R., Ghia, D., & Chan, D. (2012). Validation of The Stroke Rehabilitation Motivation Scale: A Pilot Study. Asian Journal of Gerontology & Geriatrics, 7, 80-87.
Wijaya, L.S., Vanel, Z. Huwae, G.N., and Kristanto, B. (2020). Socialization As Integrated Marketing Communication Strategy In Increasing Brand Awareness (Case Study "Solo Destination" Application Of Solo City Government). International Journal of Business Studies, 3(1), 54-63.
Wu, A., & Cassandra, W. (2017). Knowledge Search Pattern and Product Innovation of Firms in Low & High-Technology Industrial Clusters: A Knowledge Relatedness Perspective. Journal of Economic & Social Geography, 108(4), 488-502.
Yeh, R.H, & Lo, H.C. (2001). Optimal Preventive Maintenance Warranty Policy for Repairable Products. European Journal of Operational Research, 134(1), 59-69.
Yigit, M.K., & Tigli, M. (2018). The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior. Research in Business and Social Science, 7(1), 35-48.
Yosifov, T., & Dimitrova, T. (2015). The Banking Sector Product Innovations – Gearing Factors for Customer Confidence. Trakia Journal of Sciences, 13(1), 362-367.
Additional Files
Published
Issue
Section
License
Petra IJBS (e-ISSN: 2621-6426) is published by Master of Management program, School of Business and Management, Petra Christian University, Indonesia (MM SBM PCU).
