- Stimulus-Organism-Response (SOR) Paradigm in Country of Origin, Brand Experience, Customer Satisfaction, Brand Loyalty: The National Cultural Inheritance Matters
Stimulus-Organism-Response (SOR) Paradigm in Country of Origin, Brand Experience, Customer Satisfaction, Brand Loyalty: The National Cultural Inheritance Matters
Indonesia, with its rich cultural heritage and philosophy, has many traditional art patterns and techniques on fashion, especially Batik, which UNESCO declared a Masterpiece of the Oral and Intangible Heritage of Humanity in 2008. However, global competition is eroding this ancient legacy, as modern consumer behavior tends to prefer foreign products. Brand experience has emerged as a source of customer satisfaction and loyalty. Hence this valuable experience motivating customers to embrace the national heritage as a major part of the country’s identity on a daily basis. The cultural heritage of Batik plays a key role in shaping their identity. Despite the growth of stalls and the fading country of origin image of Batik, it is crucial to maintain the national heritage product. This study aims to analyze the relationship between product authenticity as a country of origin and brand experience offerings on customer satisfaction and brand loyalty to sustain the national heritage product. The target population consists of customer of Batik, aged at least 17 years old, who have purchased at least two pieces in the last six months at a high price point of branding. The research methodology involves SEM-PLS with purposive sampling technique. The results of the descriptive indicator scores indicate that brand experience influences brand loyalty through visual appearance, and customer satisfaction is influenced by proper brand experience that evokes customer’ set. The country of origin influences customer satisfaction through brand experience, as Indonesia’s country of origin for Batik shapes customer brand associations. Additionally, brand experience influences brand loyalty through customer satisfaction via ethnocentric consumer attitude, and the country of origin affects brand loyalty through brand experience as a catalyst for brand purchase intention leveraging Indonesia’s international heritage reputation as the origin of Batik in global competition.
References
Abdelwahab, D., San-Martín, S. & Jimènez, N. (2022). Does regional bias matter? Examining the role Abdelwahab, D., San-Martín, S. & Jimènez, N. (2022). Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry, Journal of Brand Management, 3(4), 1-16. https://doi.org/10.1057/s41262-021-00260-8.
Aditya, I., & Tjokrosaputro, M. (2020). Pengaruh Brand Satisfaction, Brand Trust, dan Brand Experience Terhadap Brand Loyalty Kompas Digital. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(1), 60-64. https://doi.org/10.24912/jmbk.v4i1.6801.
Aichner, T., Wilken, R. & Coletti, P. (2021), Country image at risk: Spillover effects of product-harm crises and the role of trust, Journal of Global Marketing, 34(2), 73-89. https://doi.org/10.1080/08911762.2020.1786614.
Aljuhmani, H. Y., Elrehail, H., Bayram, P., & Samarah, T. (2023). Linking social media marketing efforts with customer brand engagement in driving brand loyalty. Asia Pacific Journal of Marketing and Logistics, 35(7), 1719-1738. http://doi.org/10.1108/APJML-08-2021-0627.
Althuwaini, S. (2022). The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust. Administrative Sciences. https://doi.org/10.3390/admsci12040148.
Akoglu, H. E., & Özbek, O. (2021). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing & Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333.
Aktan, M., & Anjam, M. (2022). A holistic approach to investigate consumer’s attitude toward foreign products: Role of country personality, self-congruity, product image and ethnocentrism. Journal of International Consumer Marketing, 34(2), 151-167. https://doi.org/10.1080/08961530.2021.1937768.
Amer, S.M., Elshimy, A.A., & Abo El Ezz, M.E. (2023). The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands. Cogent Business & Management, 10. https://doi.org/10.1080/23311975.2023.2285026.
Amoroso, S., Pattuglia, S., & Khan, I. (2021). Do millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: The case of Netflix. Journal of Marketing Analytics, 9(1), 33–43. https://doi.org/10.1057/s41270-021-00103-0.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence Planning. 38, 559–572. https://doi.org/10.1108/MIP-02-2019-0095.
Babić Hodović, V., Mujkić, A., & Arslanagić Kalajdžić, M. (2023). We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty. Journal of Brand Management, 30(1), 9-33. https://doi.org/10.1057/s41262-022-00289-3.
Benischke, M. H., Rietveld, J., & Slangen, A. (2022). Within-firm variation in the liability of foreignness: A demand-based perspective. Journal of Management. https://doi.org/10.1177/01492 06322 1094261.
Berlianto, M. P. (2019). Pengaruh Country of Oringin dan Brand Image Terhadap Brand Equity dan Niat Pembelian Pada Produk Kosmetik. Journal of Business & Applied Management, 12(1). http://doi.org/10.30813/jbam.v12i01.1618.
Best, R. J. (2013). Market-Based Management: Pearson New International Edition. Pearson Higher Ed.
Brand, B. M., & Baier, D. (2022). Measuring country of origin effects in online shopping implicitly: a discrete choice analysis approach. International Marketing Review, https://doi.org/10.1108/imr-03-2021-0139.
Boger, C.A., Kwon, J., Charmchian, M., Ritter, M.K., & Taylor, S. (2021). Beer Style Advocacy: Strengthening the Relationship between Consumers’ Satisfaction and Repurchase Intention. Journal of Foodservice Business Research, 26, 1-26. https://doi.org/10.1080/15378020.2021.1970500.
Camacho, L. J., Ramírez-Correa, P. E., & Salazar-Concha, C. (2021). Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic. Sustainability, 14(1), 348. https://doi.org/10.3390/su14010348.
Chakraborty, A., Shankar, R., & Marsden, J. R. (2022). An empirical analysis of consumer-unfriendly E-commerce terms of service agreements: Implications for customer satisfaction and business survival. Electronic Commerce Research and Applications, 53, 101-151. https://doi.org/10.1016/j.elerap.2022.101151.
Chen, L., Chen, G., Ma, S., & Wang, S. (2022). Idol worship: how does it influence fan consumers’ brand loyalty?. Frontier in Psychology. 13:850670. https://doi.org/ 10.3389/fpsyg.2022.850670.
Chen, S., Wright, M. J., Gao, H., Liu, H., & Mather, D. (2021). The effects of brand origin and country-of manufacture on consumers’ institutional perceptions and purchase decision-making. International Marketing Review, 38(2), 343–366. https://doi.org/ 10.1108/IMR-08-2019-0205.
Chhabria, S.G., Gupta, S.V., & Gupta, H. (2023). A Study on the Impact of Personalized Marketing on Customer Satisfaction and Loyalty in Retail Fashion in 2023. International Journal of Computer Applications. https://doi.org/10.5120/ijca2023922707.
Chikazhe, L., Makanyeza, C., & Chigunhah, B.R. (2021). Understanding mediators and moderators of the effect of customer satisfaction on loyalty. Cogent Business & Management, 8. https://doi.org/10.1080/23311975.2021.1922127.
Chung, S.; Park, J. W., & Lee, S. (2022). The Influence of CSR on Airline Loyalty through the Mediations of Passenger Satisfaction, Airline Brand and Airline Trust: Korean Market Focused. Sustainability, 14, 45-48. https://doi.org/10.3390/su14084548.
Dameri, R. P., Benevolo, C., Veglianti, E., & Li, Y. (2019). Understanding smart cities as a glocal strategy: A comparison between Italy and China. Technological Forecasting and Social Change, 142, 26-41. http://doi.org/10.1016/j.techfore.2018.07.025.
Dapena-Baron, M., Gruen, T. W., & Guo, L. (2020). Heart, head, and hand: A tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27(3), 355-375.https://doi.org/10.1057/s41262-019-00185-3.
De Nisco, A. & Oduro, S. (2022), Partitioned country-of-origin effect on consumer behavior: A meta-analysis, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2021.2022062.
Diallo, M. F., Moulins, J. L., & Roux, E. (2020). Unpacking brand loyalty in retailing: a three-dimensional approach to customer–brand relationships. International Journal of Retail Distribution Management. 49, 204–222. https://doi.org/10.1108/IJRDM-03-2020-0115.
Diamantopoulos, A., Matarazzo, M., Montanari, M. G., & Petrychenko, A. (2021). The Pricing Footprint of country of origin: Conceptualization and empirical assessment. Journal of Business Research, 135, 749-757. https://doi.org/10.1016/J.JBUSRES.2021.07.011.
Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2021).Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review. Information Systems Frontiers. https://doi.org/ 10.1007/ s10796- 021-10106-y.
Ekaputri, A. H., Rahayu, A., & Wibowo, L. A. (2016). The effect of brand experience on customer satisfaction and the impact toward repurchase intention. In 2016 Global Conference on Business, Management and Entrepreneurship (pp. 464-467). Atlantis Press. https://doi. org/ 10.2991/gcbme-16.2016.85.
Esmaeilpour, F., & Abdolvand, M. A. (2016). The impact of country-of-origin image on brand loyalty: evidence from Iran. Asia Pacific Journal of Marketing and Logistics, 28(4), 709-723. https://doi.org/10.1108/APJML-09-2015-0143.
González-Mansilla, O.L., Serra-Cantallops, A., & Berenguer-Contrí, G. (2023). Effect of value co-creation on customer satisfaction: the mediating role of brand equity. Journal of Hospitality Marketing & Management, 32, 242 - 263. https://doi.org/10.1080/19368623.2023.2164394.
Gultom, D. K., & Hasibuan, L. P. (2021). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Sebagai Variabel Intervening Pada Pengguna Handphone. In Seminar Nasional Teknologi Edukasi Sosial dan Humaniora 1(1), 214-225.
Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.767876.
Guo, Y., & Hsu, F.C. (2023). Branding Creative Cities of Gastronomy: the role of brand experience and the influence of tourists' self-congruity and self-expansion. British Food Journal. https://doi.org/10.1108/bfj-05-2022-0434.
Halimi, F.F., Gabarre, S., Rahi, S., Al-Gasawneh, J.A., & Ngah, A.H. (2021). Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-01-2021-0014.
Halkias, G., Florack, A., Diamantopoulos, A., & Palcu, J. (2022). Eyes Wide Shut? Understanding and Managing Consumers’ Visual Processing of Country‐of‐Origin Cues. British Journal of Management, 33(3), 1432-1446. https://doi.org/10.1111/1467-8551.12545.
Han, B. (2023), The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning, Journal of Product & Brand Management, 32(4), 632-644. https://doi.org/10.1108/jpbm-02-2022-3868.
Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management. https://doi.org/10.5267/j.uscm.2023.3.001.
Hassan, T.H., & Salem, A.E. (2022) Impact of Service Quality of Low-Cost Carriers on Airline Image and Consumers’ Satisfaction and Loyalty during the COVID-19 Outbreak. International Journal of Environmental Research and Public Health, 19(83). https://doi.org/10.3390/ijerph19010083.
Ho, K. F. X., Liu, F., Tarabashkina, L., & Volery, T. (2022). Cross-cultural differences in consumers’attention to food labels. British Food Journal, 124(12). https://doi.org/10.1108/BFJ-07-2021-0751.
Husain, R., Paul, J., & Koles, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, 102895. https://doi.org/10.1016/j.jretconser.2021.102895.
Hwang, J., Choe, J.Y., Kim, H.M. & Kim, J.J. (2021), Human baristas and robot baristas: how does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?, International Journal of Hospitality Management, 99, 1-12, 103050, https://doi.org/10.1016/j.ijhm.2021.103050.
Irawati, C. (2021). Pengaruh Brand Experience dan Brand Image Terhadap Brand Loyalty Pada Pelanggan Boncabe Di Jakarta: Customer Satisfaction sebagai Variabel Mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(1), 16-21. https://doi.org/10.24912/JMBK.V5I1.10230.
Irfandani, A., Jatmiko, R. D., & Robbie, R. I. (2021). The Influence of Country of Origin, Brand Image, and Brand Trust on Brand Loyalty in Oppo Smartphone Users. Jurnal Manajemen Bisnis dan Kewirausahaan, 1(02), 142-148. https://doi.org/10.22219/jamanika.v1i2.16833.
Jamshidi, D. & Rousta, A. (2021). Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151-176. https://doi.org/10.1080/10496491.2020.1809596.
Janiszewski, C., & Laran, J. (2023). A behaviorist perspective on how to address negative consumer behaviors. Consumer Psychology Review, forthcoming. http://doi.org/10.1002/arcp.1097.
Jayasundara, C. J. D. S., Madhusanka, J. D. T., & Hendeniya, U. (2022). Infuence of virtual brand personality on brand loyalty: With special reference to financial leasing industry in North Western Province, Sri Lanka. SEUSL Journal of Marketing, 7(2), 33–61.
Karagiannis, D., Hatzithomas, L., Fotiadis, T.A., & Gasteratos, A. (2022). The Impact of Brand Awareness and Country of Origin in the Advertising Effectiveness of Greek Food Products in the United Kingdom: The Case of Greek Yogurt. Foods, 11. https://doi.org/10.3390/foods11244019.
Khan, H., Bamber, D., & Quazi, A. (2012). Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216. https://doi.org/10.1080/0267257X.2011.635153.
Khan, I., Fatma, M., Kumar, V., & Amoroso, S. (2021). Do experience and engagement matter to millennial consumers?. Marketing Intelligence & Planning, 39(2), 329–341. https://doi.org/10.1108/mip-01-2020-0033.
Kim, J. J., Han, H., & Ariza-Montes, A. (2021a). The impact of hotel attributes, well-being perception, and attitudes on brand loyalty: Examining the moderating role of COVID-19 pandemic. Journal of Retailing and Consumer Services, 62, 102634.https://doi.org/10.1016/j.jretconser.2021.102634.
Kim, Y. J., Park, J. S., & Jeon, H. M. (2021b). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: the moderating effect of generation. Sustainability. 13:12029. https://doi.org/10.3390/su132112029.
Kim, S. & Yim, M.Y.C. (2022), Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China, Journal of Product and Brand Management, 31(1), 72-95. https://doi.org/10.1108/JPBM-01-2020-2731.
Kim, W., Hantula, D. A., & Di Benedetto, A. (2022). Organizational citizenship behaviors perceived by collectivistic 50 and older customers and medical-care service performance: an application of stimulus-organism-response theory. Asia Pacific Journal of Marketing and Logistics, 34(10), 2237-2268. https://doi.org/10.1108/APJML-01-2021-0027.
Kullolli, T., Trebicka, B., & Fortuzi, S. (2024). Understanding Customer Satisfaction Factors: A Logistic Regression Analysis. Journal of Educational and Social Research. https://doi.org/10.36941/jesr-2024-0038.
Kumar, A., & Paul, J. (2018). Mass prestige value and competition between American versus Asian laptop brands in an emerging market: Theory and evidence. International Business Review, 27(5), 969-981. https://doi.org/10.1016/J.IBUSREV.2018.02.007.
Kumar, S. S., & Anbazhagan, B. (2020). Customer loyalty in banking industry: An empirical study in madurai district. Our Heritage, 68(30), 7224–7232.
Kumar, S., & Hsieh, J. K. (2024). How social media marketing activities affect brand loyalty? Mediating role of brand experience. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2023-0900.
Laming, C., & Mason, K. (2014). Customer experience-an analysis of the concept and its performance in airline brands. Research in Transportation Business & Management, 10, 15-25. http://doi.org/10.1016/j.rtbm.2014.05.004.
Laroche, M., Li, R., Richard, M.O. & Xu, L. (2022), What is this accent? Effects of accent and language in international advertising contexts, International Journal of Consumer Studies, 46(4), 1209-1222. https://doi.org/10.1111/ijcs.12753.
Lou, C., & Xie, Q. (2020). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40, 376-402. https://doi.org/10.1080/02650487.2020.1788311.
Loučanová, E., Šupín, M., Čorejová, T., Repková-Štofková, K., Šupínová, M., Štofková, Z., & Olšiaková, M. (2021). Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand. Sustainability. https://doi.org/10.3390/SU13020732.
Ma, J., Yang, J., & Yoo, B. (2020). The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia. Journal of Business Research, 108, 375-389. https://doi.org/10.1016/j.jbusres.2019.12.031.
Magnusson, P., Zdravkovic, S. & Westjohn, S.A. (2022), “A longitudinal analysis of country image and brand origin effects”, International Marketing Review, 39(4), 912-930. https://doi.org/10.1108/imr-07-2021-0228.
Mandarić, M., Sekulić, D., & Lazović, S. (2023). The influence of brand experiences on brand loyalty: A study on Air Serbia. Bizinfo Blace. https://doi.org/10.5937/bizinfo2301009m.
Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management, 9. https://doi.org/10.1080/23311975.2022.2082015.
Mehrabian, A. & Russell, J.A. (1974), An Approach to Environmental Psychology, MIT Press, Cambridge, MA.
Mnqanqeni, L., & Shava, H. (2023). The effect of brand experience and attachment on customer repurchase intentions: Evidence from South Africa. Journal of Contemporary Management. https://doi.org/10.35683/jcm23014.231.
Moghaddam, H. K., Khan, N., Tan, B. C., & Khan, S. (2022). Consumer attitude toward Halal food in the case of the United Kingdom: the role of product attributes and marketing stimuli. Food Research, 6(6), 136-142. https://doi.org/10.26656/fr.2017.6(6).861.
Monica, D. A., Rini, E. S., & Sembiring, B. K. F. (2019). The effect of country of origin, price and quality perception on customer satisfaction and loyalty at Della collection store Medan.
Moriuchi, E.. (2021). The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review, 38(3), 514–538. https://doi.org/10.1108/IMR-10-2019-0245.
Motsi, T. & Park, J.E. (2020), National stereotypes as antecedents of country of origin image: The role of the stereotype content model, Journal of International Consumer Marketing, 32(2), 115-127. https://doi.org/10.1080/08961530.2019.1653241.
Myftaraj, E., & Trebicka, B. (2023). Analyzing the impact of loyalty card programs on customer behavior: insights from the Albanian market [version 2; peer review: 1 approved, F1000 Research, 12(1028). https://doi.org/10.12688/f1000research.138185.2.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669.https://doi.org/10.1108/APJML-11-2019-0669.
Naeimi, A. (2022). Country image effect and brand image influence on consumer perception of luxury fashion products: a case of UAE made luxury fashion. Economic and Social Development: Book of Proceedings, 310-319.
Nguyen, A. H. M., & Alcantara, L. L. (2022). The interplay between country of origin image and perceived brand localness: An examination of local consumers’ response to brand acquisitions by emerging market firms. Journal of Marketing Communications, 28(1), 95–114. https://doi.org/10.1080/13527266.2020.1840422.
Nusairat, N., Al-Gasawneh, J., Aloqool, A., Alzubi, K., Akhorshaideh, A., Joudeh, J., & Ibrahim, H. (2021). The relationship between internet of things and search engine optimization in Jordanian Tele-Communication companies: The mediating role of user behavior. Journal of Data and Network Science, 5(3).163-172. https://doi.org/10.5267/j.ijdns.2021.6.016.
Oduro, S., De Nisco, A. & Mainolfi, G. (2023), “Do digital technologies pay off? A meta-analytic review of the digital technologies/firm performance nexus”, Technovation, 128(1), 102836-102876. https://doi.org/10.1016/j.technovation.2023.102836.
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of Brand experience on Loyalty. Journal of Hospitality Marketing & Management, 27(7), 755-774. https://doi.org/10.1080/19368623.2018.1445055.
Otto, A.S., Szymanski, D.M., & Varadarajan, R. (2020). Customer satisfaction and firm performance: insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 48, 543-564.https://doi.org/10.1007/S11747-019-00657-7.
Pagan, K.M., Giraldi, J.d.M.E., Maheshwari, V., de Paula, A.L.D. & de Oliveira, J.H.C. (2021), Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: The role of gender and involvement, International Journal of Wine Business Research, 33(4), 481-501. https://doi.org/10.1108/IJWBR-08-2020-0043.
Paramita, W., Nhu, H.B., Ngo, L.V., Tran, Q.H., & Gregory, G.D. (2021). Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective. Journal of Retailing and Consumer Services, 62, 102611. https://doi.org/10.1016/J.JRETCONSER.2021.102611.
Park, J., Hong, E., & Park, Y. N. (2023). Toward a new business model of retail industry: The role of brand experience and brand authenticity. Journal of Retailing and Consumer Services, 74, 103426. https:// doi.org/10.1016/j.jretconser.2023.103426.
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99–115. https://doi.org/10. 1057/s41262-020-00215-5.
Pristiyono, P., & Simanjuntak, D. (2024). Influence Of Advertising Campaign, Brand Ambassador and Country of Origin on Consumer Buying Interest Through Shopping Satisfaction At The Marketplace. Anshara Business Review, 1(1), 1-11.
Qu, M., Quach, S., Thaichon, P., Frazer, L., Lawley, M., Ali, & D., Roberts, R. E. (2021). Understanding Chinese consumers’ pre-purchase value expectations: The role of country of origin effect. Asia Pacific Journal of Marketing and Logistics, 33(8), 1861–1877. https://doi.org/10.1108/APJML-06-2020-0388.
Ramos, C.M., Cardoso, P.J., Fernandes, H.C., & Rodrigues, J.M. (2022). A Decision-Support System to Analyse Customer Satisfaction Applied to a Tourism Transport Service. Multimodal Technol. Interact, 7(5). https://doi.org/10.3390/mti7010005.
Rathore, P., Saha, E., Dhalmahapatra, K., & Sambasivan, M. (2024). Impact of Branding on Customer Purchase Decision in Apparel Industry: An Application of Stimulus-organism-response Theory. Vision, 09722629231225541. https://doi.org/10.1177/09722629231225541.
Rodrigo, P., Khan, H. & Valaei, N. (2023), Country-of origin effects on consumer cognitive structures and preference for foreign brands among elites, Journal of Fashion Marketing and Management: An International Journal, 33 (2), 12-33. https://doi.org/10.1108/jfmm-05-2022-0107.
Safeer, A. A., Abrar, M., Liu, H., & Yuanqiong, H. (2022). Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets. Management Decision, 60(9), 2482-2502. https://doi.org/10.1108/MD-10-2021-1296.
Safeer, A.A., He, Y., & Abrar, M.F. (2021a). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-02-2020-0123.
Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2021b). Impact of perceived brand authenticity on consumer behavior: An evidence from generation Y in Asian perspective. International Journal of Emerging Markets, 18(3). https://doi.org/10.1108/IJOEM-09-2020–1128.
Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R., & Rasheed, H. M. W. (2021c). Role of brand experience in predicting consumer loyalty. Marketing Intelligence & Planning, 39(8), 1042-1057. https://doi.org/10.1108/MIP-11-2020-0471.
Samiee, S., & Chabowski, B. R. (2021). Knowledge structure in product-and brand origin-related research. Journal of the Academy of Marketing Science, 49, 1-22. https://doi.org/10.1007/s11747-020-00767-7.
Savadkouhi, H M. & Jut, H. R. (2020). Everyone Prefers a Loyal One: The Effect of Multisensory perceptions on Brand Experience and Brand loyalty: Case of Pringles Potato Chips. Jönköping International Business School. (Master Thesis in Business Administration).
Seočanac, M., & Sekulić, D. (2020). Zadovoljstvo kvalitetom hotelske usluge u planinskim hotelima Srbije: Analiza recenzija sa Booking.com. Marketing, 51(2), 108-120. https://doi.org/10.5937/markt2002108s.
Serrano-Arcos, M.M., Sanchez-Fernandez, R., Perez-Mesa, J.C. & Riefler, P. (2022), A review of consumer affinity research: recent advances and future directions, International Marketing Review, 39(5), 1252-1282. https://doi.org/10.1108/imr-01-2021-0011.
Shafiq, M. A., Khan, M. M. A., Gul, R., Hussain, M., & Javaid, M. Q. (2023). Influence of Social Media Marketing in the Development of Customer Trust and Satisfaction through the Moderating Role of Electronic Word of Mouth. Journal of Social Sciences Review, 3(1), 623-638. https://doi.org/10.54183/jssr.v3i1.186.
Shahid, S., Islam, J. U., Farooqi, R., & Thomas, G. (2021). Affordable luxury consumption: An emerging market's perspective. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-01-2021-0144.
Shiwakoti, N., Jiang, H., & Nguyen, A. D. (2021). Passengers’ perception of safety and its relationship with demographics, service quality, satisfaction and loyalty in airlines sector - A case study of Vietnam to Australia route. Transport Policy, 124, 194–20. https://doi.org/10.1016/j.tranpol.2021.04.029.
Sohaib, M., Mlynarski, J., & Wu, R. (2022). Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement: A Case Study of Customers’ Perception of the Apple Brand in China. Sustainability. https://doi.org/10.3390/su15010746.
Soomro, Y. A., Bhutto, M. Y., Ertz, M., Shaikh, A. H., Baeshen, Y., & Batati, B. A. (2022). Does Brand Love Precede Brand Loyalty? Empirical Evidence from Saudi Airline Customers in Strategic Alliance Setting. Journal of Asian Finance, Economics and Business, 9(6), 81–93. https://doi.org/10.13106/jafeb.2022.vol9.no6.0081.
Tang, Y. E., & Tsang, A. S. (2020). Inspire me to purchase: Consumers' personal control and preference for underdog brand positioning. Journal of Business Research, 115, 101–109. https://doi.org/10.1016/j.jbusres.2020.04.031.
Tavoletti, E., Stephens, R.D., Taras, V., & Dong, L. (2022). Nationality biases in peer evaluations: The country oforigin effect in global virtual teams. International Business Review, 31(2), 101969. https://doi.org/10.1016/j.ibusrev.2021.101969.
Tien, P. C. T., Luan, N. T., & Tri, D. Q. (2023). Exploring the brand experience of Korean brands on customer interactions in Ho Chi Minh City, Vietnam: non-linear structural equation modelling approach. 276-289. Ho Chi Minh City, Vietnam: Information and Communications Publishing House. https://cse.huflit.edu.vn/chi-tiet-thong-tin-bai-bao?id=439&conferenceId=27.
Tran, V.D., & Le, N.M. (2020). Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam. Journal of Asian Finance, Economics and Business, 7, 517-526. https://doi.org/10.13106/jafeb.2020.vol7.no9.517.
Tran, V.D., & Nguyen, N.T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business & Management, 9. https://doi.org/10.1080/23311975.2022.2084968.
Umashankar, N., Bahadir, S.C., & Bharadwaj, S.G. (2021). Despite Efficiencies, Mergers and Acquisitions Reduce Firm Value by Hurting Customer Satisfaction. Journal of Marketing, 86, 66-86. https://doi.org/10.1177/00222429211024255.
Valenzuela Quintero, A.R., & Bellon Álvarez, L.A. (2023). Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands. Mercados y Negocios. https://doi.org/10.32870/myn.vi50.7698.
Wang, S., Chen, T., Wang, C., Liu, Z., Jia, L., & Zhao, X. (2023). The effect of customer satisfaction on floral product purchase behavior, evidence from Shanghai, China. Scientific Reports, 13. https://doi.org/10.1038/s41598-023-35137-0.
Witek-Hajduk, M.K. & Grudecka, A. (2022), Does the developed-country brand name still matter? Consumers’ purchase intentions and ethnocentrism and materialism as moderators, Journal of Product and Brand Management, 31(6), 854-869. https://doi.org/10.1108/JPBM-05-2021-3475.
Yang, Z., Cao, X., Wang, F. & Lu, C. (2022).Fortune or prestige? The effects of content price on sales and customer satisfaction. Journal of Business Research.146, 426–435. https://doi.org/ 10.1016/j.jbusres.2022.03.075.
Yang, F.X., Wong, I.A., Tan, X.S. & Wu, D.C.W. (2020), “The role of food festivals in branding culinary destinations”, Tourism Management Perspectives, 34, 100671, https://doi.org/10.1016/j.tmp.2020.100671.
Yin, D., Li, M., & Qiu, H. (2023). Do customers exhibit engagement behaviors in AI environments? The role of psychological benefits and technology readiness. Tourism Management, 97, 104745. https://doi.org/10.1016/j.tourman.2023.104745.
Yuliyasti, R., Masdupi, E., & Abror, A. (2018). The relationship between brand experience, customer satisfaction and customer loyalty: brand trust as the intervening variable. In First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018) (pp. 532-540). Atlantis Press. https://doi.org/10.2991/piceeba-18.2018.68.
Zeugner-Roth, K.P. & Bartsch, F. (2020), COO in print advertising: Developed versus developing market comparisons, Journal of Business Research, 120, 364-378. https://doi.org/10.1016/j.jbusres.2019.08.035.
Zha, D., Melewar, T. c., Foroudi, P., & Jin, Z. (2020). An Assessment of Brand Experience Knowledge Literature: Using Bibliometric Data to Identify Future Research Direction. International Journal of Management Reviews, 22(3), 287–317. https://doi.org/10.1111/ijmr.12226.
Zhang, X., Jeong, E. H., Olson, E. D., & Evans, G. (2020). Investigating the effect of message framing on event attendees’ engagement with advertisement promoting food waste reduction practices. International Journal of Hospitality Management. 89, 102589. https://doi.org/10.1016/J.IJHM.2020.102589.
Zhang, Z., Yang, Z., Gu, J., & Kim, M. S. (2023). How does multinational corporations’ CSR influence purchase intention? The role of consumer ethnocentrism and consumer ambivalence. Sustainability, 15(7), 5908. https://doi.org/10.3390/su15075908.
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022).Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontier in Psychology. 12, 803348. https://doi.org/10.3389/fpsyg.2021.803348.
Zibarzani, M., Abumalloh, R.A., Nilashi, M., Samad, S., Alghamdi, O.A., Nayer, F.K., Ismail, M.Y., Mohd, S., & Mohammed Akib, N.A. (2022). Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, 70, 101977-101977. https://doi.org/10.1016/j.techsoc.2022.101977.
Zihayat, M., Ayanso, A., Davoudi, H., Kargar, M., & Mengesha, N.T. (2021). Leveraging non-respondent data in customer satisfaction modeling. Journal of Business Research, 135, 112-126. https://doi.org/10.1016/J.JBUSRES.2021.06.006.
Zulhadji, R. W. N., & Astarini, R. D. (2023). Pengaruh Brand Experience terhadap Satisfaction, Uncertainty, dan Brand Loyalty. Jurnal Pendidikan Tambusai, 7(2), 15990-15997. https://doi.org/10.31004/jptam.v7i2.8900.
Copyright (c) 2025 mariya kristanti
This work is licensed under a Creative Commons Attribution 4.0 International License.
