The role of brand authenticity in activating brand love and brand trust and the implication on brand preference (brand study of the 2024 Indonesian presidential candidates)

Nurliya Apriyana; Lingga Yuliana; Alisia Putri Bestari; Tito Iswanto

Authors

Nurliya Apriyana Program Studi Manajemen, Universitas Paramadina, Jalan Gatot Subroto Kav. 97, Jakarta Selatan, Indonesia
Lingga Yuliana Program Studi Manajemen, Universitas Paramadina, Jalan Gatot Subroto Kav. 97, Jakarta Selatan, Indonesia
Alisia Putri Bestari Program Studi Manajemen, Universitas Paramadina, Jalan Gatot Subroto Kav. 97, Jakarta Selatan, Indonesia
Tito Iswanto Program Studi Manajemen, Universitas Paramadina, Jalan Gatot Subroto Kav. 97, Jakarta Selatan, Indonesia

Keywords:

Brand Authenticity, Brand Love, Brand Trust, Brand Preference, Political Marketing

Abstract

The study has examined the impact of brand authenticity in activating brand trust and brand love on brand preference in the 2024 presidential election. This research collected primary data by online questionnaire of 150 respondents were participated in the Indonesian presidential election of 2024. To prove empirically and validate the proposed model it tested by using partial least squares structural equation modelling (PLS-SEM). The findings indicate that presidential candidates brand authenticity have significant impacts on brand love, while presidential candidates brand authenticity have significant impacts on brand trust. Overall, presidential candidates brand love has significant impacts on brand preference, which in presidential candidate brand trust have significant impacts on brand preference. Finally, we find that the brand authenticity of presidential candidates serves as an electoral tool to build trust, love, and brand preference among voters.

Downloads

Download data is not yet available.

References

Achmadi, I. M., Kamila, A. T., & Angelina, F. (2024). Penegakan Perlindungan Hak Cipta Bagi Karya Buatan Artificial Intelligence Menggunakan Doktrin Work Made For Hire. Anthology: Inside Intellectual Property Rights, 1(1).

Alić, A., & Mujkic, A. (2023). Cognitive drivers of brand love and store brand loyalty: les-sons for retailers in a developing country setting. The International Review of Retail, Distribution and Consumer Research, 33(2), 134-154.

Allison, L. Blair, J. Jung,.H.J. Boutin J.P. (2020). Journal for Advancement Marketing Educa-tion, Vol.28.

Amarullah, D. (2023). How trust and perceived risk create consumer purchase intention in the context of e-commerce: moderation role of eWOM. International Journal of Electronic Marketing and Retailing, 14(1), 107-122.

Banerjee, S. (2021). On the relationship between online brand community and brand preference in political market. International Review on Public and Nonprofit Mar-keting, 18(1), 27-55.

Banerjee, S., & Chaudhuri, B. R. (2022). Brand love and party preference of young political consumers (voters). International Review on Public and Nonprofit Marketing, 19(3), 475-503.

Banerjee, S., & Chaudhuri, R. B. (2016). Factors responsible behind political brand prefer-ence: An empirical study on Indian voters. Marketing Intelligence and Planning, 34(4), 559–582.

Banerjee, S., & Ray Chaudhuri, B. (2018). Infuence of voter demographics and newspaper in shaping political party choice in India: An empirical investigation. Journal of Po-litical Marketing, 17(1), 90–117.

Baumgartner, J. C., & Newman, B. I. (Eds.). (2023). Political Marketing and the Election of 2020. Taylor & Francis.

Bigné, E., Ruiz-Mafé, C., & Badenes-Rocha, A. (2023). The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study. Journal of Business Research, 157, 113628.

Bøggild, T., & Jensen, C. (2023). A Theory and Test of Pledge-Based Voting: The Limited but Real Effects of Election Pledges on Citizens’ Vote Choice. Political Studies, 00323217231179010.

Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: To-wards a deeper understanding of its conceptualization and measure-ment. Advances in consumer research, 40.

Campagna, C. L., Donthu, N., & Yoo, B. (2023). Brand authenticity: literature review, com-prehensive definition, and an amalgamated scale. Journal of Marketing Theory and Practice, 31(2), 129-145.

Coary, S. P. (2013). Scale construction and effects of brand authenticity. University of Southern California.

Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C. and Guldenberg, S. (2013), “The impact of brand authenticity on brand trust and sme growth: a CEO perspective”, Journal of World Business, Vol. 48 No. 3, pp. 340-348.

Gutiérrez-Rodríguez, P., Villarreal, R., Cuesta-Valiño, P., & Blozis, S. A. (2023). Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election. Humanities and Social Sciences Communica-tions, 10(1), 1-10.

Harrison, K. M., Yoo, B., Thelen, S., & Ford, J. (2023). What draws voters to brandidates and why?–Political orientation, personal satisfaction, and societal values on presi-dential candidates’ brand personality. Journal of Product & Brand Manage-ment, 32(1), 59-78.

Huang, C., & Guo, R. (2021). The effect of a green brand story on perceived brand au-thenticity and brand trust: the role of narrative rhetoric. Journal of Brand Manage-ment, 28, 60-76.

Kaid, L. L., Baehaqie, I., & Rizal, M. (2021). Pengembangan Metodologi dalam Penelitian Komunikasi Politik: Handbook Penelitian Komunikasi Politik. Nusamedia.

Kenny, J., Larner, J., & Lewis-Beck, M. S. (2021). Candidate authenticity and the Iowa Caucus. Electoral studies, 73, 102390.

Kustiawan, W., Ramadhani, K. R., Damanik, S. V., & Muharramsyah, A. (2022). Pengaruh Iklan Politik Dalam Mengambil Aspirasi Rakyat. Sibatik Journal: Jurnal Ilmiah Bi-dang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 1(8), 1371-1380.

Lee, E. J., Lee, H. Y., & Choi, S. (2020). Is the message the medium? How politicians’ Twit-ter blunders affect perceived authenticity of Twitter communication. Computers in Human Behavior, 104, 106188.

Luebke, S. M. (2021). Political authenticity: Conceptualization of a popular term. The In-ternational Journal of Press/Politics, 26(3), 635-653.

Luebke, S. M., & Engelmann, I. (2023). Perceiving politicians as true to themselves: De-velopment and validation of the perceived political authenticity scale. Plos one, 18(5), e0285344.

Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38-47.

Mochla, V., Tsourvakas, G., & Vlachopoulou, M. (2023). Positioning a Personal Political Brand on YouTube with Points of Different Visual Storytelling. Journal of Political Marketing, 1-21.

Moorman, C. (2020). Commentary: Brand activism in a political world. Journal of public policy & marketing, 39(4), 388-392.

Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the ante-cedents and outcomes of brand management's passion for its products. Psychology & marketing, 33(6), 421-436.

Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of business research, 67(6), 1090-1098.

Nicholas, E. & Shapiro, S. (2023). The Impact of Authenticity on Celebrity Athlete Social Media Endorsement Messaging. Sport Marketing Quarterly, 2023,32,175-188.

Nursal, A. (2019). Peran Brand Heritage dan In-group Word of Mouth dalam Mengakti-vasi Brand Archetype dan Implikasinya pada Brand Resonance: Studi Merek Kan-didat Presiden. Ringkasan Disertasi. Fakultas Ekonomi Program Pascasarjana Ilmu Manajemen, Kekhususan Manajemen Pemasaran, Universitas Indonesia.

Osorio, M. L., Centeno, E., & Cambra-Fierro, J. (2023). An empirical examination of human brand authenticity as a driver of brand love. Journal of Business Research, 165, 114059.

Rodrigues, C. (2018). Multisensory brand experiences and brand love: myth or reality?. In Driving customer appeal through the use of emotional branding (pp. 1-21). IGI Global.

Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2023). Impact of perceived brand au-thenticity on consumer behavior: an evidence from generation Y in Asian perspec-tive. International Journal of Emerging Markets, 18(3), 685-704.

Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: model development and empirical testing. Journal of Product & Brand Management, 23(3), 192-199.

Shane, T. (2018). The semiotics of authenticity: Indexicality in Donald Trump’s Tweets. Social Media+ Society, 4(3), 2056305118800315.

Subroto, B. (2014). Pengungkapan Wajib Perusahaan Publik: Kajian Teori dan Empiris. Universitas Brawijaya Press.

Sung, K. S. K., & Lee, S. (2023). Customer brand co-creation behavior and brand sincerity through CSR interactivity: The role of psychological implications in service-dominant logic. International Journal of Hospitality Management, 108, 103388.

Susanti, A., Handayani, L. S., Hildayati, S. K., Hertati, L., & Hendarmin, R. R. (2023). BRANDING DAN LABELING SEBAGAI UPAYA STRATEGI PEMASARAN PRODUK EMPING SINGKONG UMKM DI DESA PETANANG. Community Development Jour-nal: Jurnal Pengabdian Masyarakat, 4(4), 7628-7635.

Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand af-fect. Psychology & marketing, 27(7), 639-661.

Thompson, C. J., Arnould, E., & Veresiu, E. (2023). Market Mythmaking and Consumer Cul-ture. Consumer Culture Theory, 273.

Valgarðsson, V. O., Clarke, N., Jennings, W., & Stoker, G. (2021). The good politician and political trust: An authenticity gap in British politics?. Political Studies, 69(4), 858-880.

Yannopoulou, N., Moufahim, M., & Bian, X. (2013). User-generated brands and social me-dia: Couchsurfing and AirBnb. Contemporary Management Research, 9(1).

Zniva, R., Weitzl, W. J., & Lindmoser, C. (2023). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research, 1-30.