The Brand Community Journey Into Brand Loyalty of Indonesian Car Owner Community (Case: Pajero Indonesia One)
DOI:
https://doi.org/10.61841/2jpq0643Keywords:
Brand Community, Brand Community Commitment, Brand Loyalty, IndonesiaAbstract
Brand community as a tool for customer retention strategy is widely accepted by marketing scholars as well as practitioners. The brand community's affect and trust will influence directly and indirectly brand loyalty via brand community commitment. The present study conducted this framework of thinking with 327 members of PI.One as Pajero owner community in Indonesia as respondents. The factor analysis found that in the PI.One environment, respondents do not differentiate between affect and trust. Thus, the independent variables merged into brand community affect and trust (BCAT). The hypothesis testing found that all hypotheses are supported. Several implications and also future research are discussed at the end of this article.
Downloads
References
[1] Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005), “The Social Influence of Brand Community: Evidence from European Car Clubs,” Journal of Marketing, 69 (July), 19–34.
[2] Aristyo, R. (2019). Mitsubishi Pajero Sport Puncaki Penjualan Big SUV.https://www.inews.id/otomotif/mobil/mitsubishi-pajero-sport-puncaki-penjualan-big-suv/ 497645.
[3] Ascarza, E., Neslin, S. A., Netzer, O., Anderson, Z., Fader, P. S., Gupta, S., Hardie, B. G. S., Lemmens, A., Libai, B., Neal D., Provost F., & Schrift, R. (2017). In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions. Springer: Customer Need and Solutions. (https://doi.org/10.1007/s40547-017-0080-0).
[4] Bagozzi, R. P. & Dholakia, U. D. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45–61.
[5] Bagozzi, R. P., & Edwards, J. R. (1998), “A General Approach for Representing Constructs in Organizational Research,” Organizational Research Methods, 1 (1), 45–87.
[6] Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
[7] Carroll, B.A., & Ahuvia, A.C. (2006), “Some antecedents and outcomes of brand love," Marketing Letters, 17 (2), 79-89.
[8] Chaudhuri, A., & Holbrook, M.B. (2001), “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty," Journal of Marketing, 65 (2), 81-93.
[9] Denkalla, M. F., & Tricahyono, D. (2015). Pengaruh Kesenangan Dan Kepercayaan Komunitas Merek Terhadap Loyalitas Merek Melalui Komitmen Komunitas Merek Pada Komunitas Chevy Spin Indonesia. Telkom University: eProceedings of Management, 2, 2626-2633.
[10] Dick, A.S. & Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework," Journal of the Academy of Marketing Science, 22 (2), 99-113.
[11] Habibi, M. R., Laroche, M., & Richard, M. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152–161.
[12] Hawkins, D. I. & Mothersbaugh, D. L. (2010). Consumer Behavior. Building Marketing Strategy (Eleventh Edition) New York: McGraw Hill.
[13] http://pajeroindonesia.org/wilayah-chapter/, accessed on 20 May 2019.
[14] Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be on social media: How is brand loyalty affected by social media? International Journal of Information Management, 33, 76–82.
[15] Lord, J. & Tate, A. (2017). Marketers Guide to Customer Loyalty. www.neokoncepts.com/wpcontent/uploads/2017/09/Marketers-Guide-to-Customer-Loyalty.pdf
[16] McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002), “Building Brand Community,” Journal of Marketing, 66 (January), 38–54.
[17] Muniz, A. M., Jr., & O’Guinn, T. C. (2001), “Brand Community,” Journal of Consumer Research, 27 (March), 412–32.
[18] Stokburger-Sauer, N. (2010), “Brand community: drivers and outcomes," Psychology and Marketing, 27 (4), 347-68.
[19] Suhendra (2017)."Mengapa Penjualan Pajero Sport Melaju Kencang?", https://tirto.id/mengapa-penjualanpajero-sport-melaju-kencang-ckhW
[20] Thomas, J. S., Reinartz, W., & Kumar, V. (2004). Getting the Most out of Your Customers. Harvard Business Review. July-August 1-8.
[21] Won‐Moo Hur, Kwang‐Ho Ahn, Minsung Kim (2011) "Building brand loyalty through managing brand community commitment", Management Decision, 49 (7), 1194-1213, https://doi.org/10.1108/00251741111151217
[22] www.outbondengine.com (2019). Customer retention marketing vs. customer acquisition marketing https://www.outboundengine.com/blog/customer-retention-marketing-vs-customer-acquisition-marketing/.Accessed on 20 May 2019).
[23] Toosi, Z., Beglari, M., and Soltanian, A.R., Managerial skills and their relation with employee's participation in university medical sciences (2018), International Journal of Pharmaceutical Research, 10 (4), pp. 138-143. https://www.scopus.com/inward/record.uri?eid=2-s2.0-
85057186209&doi=10.31838%2fijpr%2f2018.10.04.041&partnerID=40&md5=f3602e2e948773439556c06a4f2be44a
[24] Parijat Pandey, Mandeep Dahiya (2016) A Brief Review On Inorganic Nanoparticles. Journal of Critical Reviews, 3 (3), 18-26.
[25] Pankaj Haribhau Chaudhary, Mukund Ganeshrao Tawar. "Pharmacognostic and Phytopharmacological Overview on Bombax ceiba." Systematic Reviews in Pharmacy 10.1 (2019), 20-25. Print. doi:10.5530/srp.2019.1.4
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
