Why Gen Z Loves Rucas: The Role of Self-Congruence, Brand Authenticity, and Brand Satisfaction in Building Brand Love
DOI:
https://doi.org/10.47313/oikonomia.v21i2.3970Abstract
Purpose of this study is to examine the influence of self-congruence, brand authenticity, and brand satisfaction on brand love for the local fashion brand Rucas among Generation Z. Methodology This study employs a quantitative method with primary data collected through an online survey using Google Forms. The respondents in this research consist of Generation Z consumers aged 19–27 years who reside in Surabaya and use Rucas brand products. The study adopts a purposive sampling technique with a total sample of 205 respondents. Data analysis is conducted using the WARPLS version 7.0 software, employing both descriptive and statistical analysis approaches. Findings The results of the study indicate that self-congruence has a significant effect on brand love and brand satisfaction. Additionally, brand authenticity has also been shown to significantly influence both brand satisfaction and brand love. Brand satisfaction significantly affects brand love. Suggestions include expanding the population and sample to encompass more local fashion brands and adding other variables, such as brand loyalty, to enrich the analysis of consumers' emotional relationships with brands
References
Abbasi, M. N., Altaf, A., Hassan, N. M., & Sarwat, N. (2023). Self-influencer congruence: A stimulus towards purchase intention. Review of Education, Administration & Law, 6(1), 13-30. https://doi.org/10.47067/real.v6i1.291
Afrianti, A. I., & Masnita, Y. (2024). Membangun brand love terhadap fashion industry: analisis perspective value dan consumer engagement dengan pendekatan tinjauan SIT. Jurnal Ekonomi Manajemen dan Bisnis, 5(2). https://doi.org/10.32815/jubis.v5i2.2504 .
Assiouras, I., Liapati, G., Kouletsis, G., & Koniordos, M. (2015). The impact of brand authenticity on brand attachment in the food industry. British Food Journal, 117(2), 538-552. https://doi.org/10.1108/BFJ-03-2014-0095
Azka, N. S. (2023). The effect of social media marketing and brand experience with brand authenticity on brand love at Hmns. Id In Jakarta. Innovative: Journal Of Social Science Research, 3(2), 13671-13682. Retrieved from http://j-innovative.org/index.php/Innovative/article/view/1979
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863-877. https://doi.org/10.1080/13527266.2016.1244108
Burhanudin, B., & Febryanti, B. (2023). The role of brand love on brand satisfaction, brand engagement, and brand loyalty. Jurnal Manajemen Maranatha, 23(1), 67-78. https://doi.org/10.28932/jmm.v23i1.7610 .
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York: John Wiley & Sons.
Cohen, J. (2013). Statistical power analysis for the behavioral sciences. routledge.
Fauziyah, N. R. (2022). Customer satisfaction: Pengertian, faktor, manfaat & cara meningkatkan. Kumparan https://www.gramedia.com/best-seller/customer-satisfaction/
Fournier, S., Breazeale, M., & Fetscherin, M. (Eds.). (2012). Consumer-brand relationships. Routledge.
Gofur, A., & Shafariah, H. (2024). Matters of the hearts: Unraveling the brand love-purchase intention nexus through a systematic literature review. Oikonomia: Jurnal Manajemen, 20(2), 139-150. https://doi.org/10.47313/oikonomia.v20i2.3746
Gürce, M. Y., Tosun, P., & Pektaş, G. Ö. E. (2022). Brand love and brand forgiveness: An empirical study in Turkey. Journal of Marketing and Consumer Behaviour in Emerging Markets, 1 (14), 22-39. Retrieved from https://www.ceeol.com/search/article-detail?id=1081340
Hair Jr, J., Page, M., & Brunsveld, N. (2019). Essentials of business research methods. Routledge.
Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Growing Science. https://doi.org/10.5267/j.uscm.2023.3.001
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277-285. https://doi.org/10.1016/j.jretconser.2019.05.018
Jaolis, F., Tandijaya, T. N. B., & Wijaya, S. (2022). Most wanted brand attributes: Student perceived values of private universities in Surabaya. In Sustainable Future: Trends, Strategies and Development. Routledge.
Joshi, R., & Garg, P. (2022). Assessing brand love, brand sacredness and brand fidelity towards halal brands. Journal of Islamic Marketing, 13(4), 807-823. https://doi.org/10.1108/JIMA-04-2020-0104
Jang, E. S., Jeong, G. A., & Park, E. J. (2023). The impact of hair salon brand image on self-image congruence and brand loyalty. Journal of the Korean Society of Cosmetology, 29(4), 972-982. Retrieved from https://www.e-jkc.org/m/journal/view.php?number=2771
Julia, A., Matunni’mah, K., Yulianti, N. S., & Hardini, R. (2022). Cinta itu Membutakan: Moderasi Mediasi Pengaruh Sosial dan Brand Ambassador pada Brand Love dan Niat Membeli. Oikonomia: Jurnal Manajemen, 18(2), 109-126. https://doi.org/10.47313/oikonomia.v18i2.1556
Khan, J. H., & Kashif, S. (2023). Relationship between perceived coolness and brand equity: A mediating role of brand love and moderating role of self-image congruence. Journal of Development and Social Sciences, 4(1), 169-182. https://doi.org/10.47205/jdss.2023(4-I)16
Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business research, 59(9), 955-964. https://doi.org/10.1016/j.jbusres.2006.06.001
Lailah, S. N. (2022, December 14). Industri pakaian dan fashion di Indonesia. Kumparan https://kumparan.com/salsanurnajmi14/industri-pakaian-dan-fashion-di-indonesia-1zPlgWD84PX/4
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52. https://doi.org/10.1509/jmkg.75.4.35
Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing research. Pearson UK
Meilawati, A., & Ferdinand, A. T. (2022). The effect of brand experience, brand identification, brand authenticity, and brand love on brand loyalty in waroeng kaligarong restaurant in Semarang city. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4). Retrieved from https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/7093
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of consumer psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of business research, 67(6), 1090-1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Oh, H., Prado, P. H. M., Korelo, J. C., & Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231-241. https://doi.org/10.1108/JPBM-09-2017-1567
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Palusuk, N., Koles, B., & Hasan, R. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of marketing management, 35(1-2), 97-129. https://doi.org/10.1080/0267257X.2019.1572025
Panyekar, A., & Marsasi, E. G. (2024). The role of brand equity, brand authenticity, brand trust to increase customer satisfaction. JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 8(1), 71-89. https://doi.org/10.29408/jpek.v8i1.25144
Polyakova, V., Streltsova, E., Iudin, I., & Kuzina, L. (2024). Irreversible effects? How the digitalization of daily practices has changed after the COVID-19 pandemic. Technology in Society, 76, 102447. https://doi.org/10.1016/j.techsoc.2023.102447
Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372-395. https://doi.org/10.1057/bm.2014.14 .
Raza, M., Abd Rani, S. H., & Isa, N. M. (2021). Does brand authenticity bridges the effect of experience, value, and engagement on brand love: A case of fragrance industry of Pakistan. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(4), 6456-6474.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: model development and empirical testing. Journal of Product & Brand Management, 23(3), 192-199. https://doi.org/10.1108/JPBM-06-2013-0339
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Shimul, A. S., & Phau, I. (2023). The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model. Marketing Intelligence & Planning, 41(5), 649-666. https://doi.org/10.1108/MIP-10-2022-0443
Sirgy, M. J. (1986). A quality‐of‐life theory derived from maslow's developmental perspective: ‘quality’is related to progressive satisfaction of a hierarchy of needs, lower order and higher. American journal of Economics and Sociology, 45(3), 329-342. https://doi.org/10.1111/j.1536-7150.1986.tb02394.x
Sternberg, R. J. (1986). A triangular theory of love. Psychological review, 93(2), 119. Retrieved from https://psycnet.apa.org/buy/1986-21992-001
Suyoto, Y. T., & Tannady, H. (2022). Ideal self-congruence: Its impacts on customer love and loyalty to luxury brands in Indonesia. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 7(6), 18. Retrieved from https://dialnet.unirioja.es/servlet/articulo?codigo=8955707
Taherdoost, H. (2017). Determining sample size; how to calculate survey sample size. International Journal of Economics and Management Systems, 2. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3224205
Yasri, Y., Dwita, V., & Budiarti, A. P. (2022). The influence of brand authenticity, brand self-congruence, and brand love towards brand engagement of tourist destination in West Sumatera. Economica: Journal of Economic and Economic Education, 11(1), 40-49. https://doi.org/10.22202/economica.2022.v11.i1.5696
Zannath, R. F., Fitriadi, B. W., & Yusnita, R. T. (2023). The influence of perceived brand authenticity and self-brand congruence on consumer satisfaction (survey of iphone smartphone users at The University Of Perjuangan). Journal of Management, Economic, and Accounting, 2(2), 433-444. https://doi.org/10.37676/jmea.v2i2.282
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Tighanda Putra Zuliyono, Larasati Ayu Sekarsari
This work is licensed under a Creative Commons Attribution 4.0 International License.
