Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek

This research aims to synthesize two major antacedents of brand love, which are brand identification and brand image. Research is conducted using multiple regression analysis, whereas data collection is conducted using online questionnaire. The sample of this research is community members of a prominent video games franchise, The Elder Scrolls series. The empirical result shows that both variables not only influence brand love partially, but also simultaneously. Thus, practitioners who aim to improve the consumer-brand relationship should develop their marketing strategy around a strong brand image and a solid brand identification. Penelitian ini bertujuan memadukan dua faktor yang mempengaruhi cinta kepada merek, yaitu identifikasi merek dan citra merek. Penelitian dilakukan dengan menggunakan analisis regresi berganda, dan pengumpulan data dilakukan menggunakan bantuan kuesioner secara daring. Sampel penelitian ini adalah anggota komunitas dari franchise video game, The Elder Scrolls. Hasil penelitian empiris menunjukkan bahwa kedua variabel, identifikasi merek dan citra merek, tidak hanya mempengaruhi cinta kepada merek secara parsial, namun juga secara simultan. Oleh karena itu, peneliti yang hendak meningkatkan hubungan antar konsumen dengan merek dapat mendesain strategi pemasaran dengan membangun citra merek yang kuat dan identifikasi merek yang solid

Nepodudarnost u nazivima marke i njezin utjecaj na preferenciju potrošača

Purpose – Brand name is one of the determining factors of a brand’s success. Simple brand names capable of capturing consumers’ attention will make them easy to remember and get to perceive the brand. The significance of brand names has caused practitioners to have high consideration in determining brand names for products. With the sprouting up of new SME-based businesses in Indonesia, it is worth studying how these new businesses name their products. Specifically, we aim to analyze how different brand name designs affect consumer preference. Design/Methodology/Approach – This study employed a 3x2 experimental method where respondents were exposed to three types of fictional brand names that were congruent (e.g., Coffee Corner), incongruent (e.g., d’Coffee Corner) and highly incongruent (e.g., d’Koffee Korner), the respondents’ evaluation was observed through their preference against 3 types of brand name congruence and the use of Indonesian and English in the brands. The analysis technique utilized was a two-way ANOVA. Findings and Implications – The results indicated that congruent brand names had the highest effect on consumer preference in comparison to incongruent and highly incongruent brand names. The use of Indonesian and English in the brand names, however, showed no significant difference on consumer preference. Limitation – The main limitation of this study consists in localized research samples and objects. Consequently, the result may not be the same in a wider, more general environment. Originality – This research study contributes to the examination of brand designs by applying the theory of incongruence as a foundation for the analysis. It adds to the existing knowledge by investigating consumer preference on differently designed, new brand names.Svrha – Naziv marke jedan je od odlučujućih čimbenika njezina uspjeha. Jednostavni nazivi koji mogu privući pažnju potrošača omogućuju im lako pamćenje i percipiranje marke. Važnost naziva dovela je do toga da praktičari obraćaju veliku pozornost određivanju naziva marke za proizvode. S rastom novih malih i srednjih poduzeća u Indoneziji, važno je proučiti kako ona dodjeljuju nazive svojim proizvodima. Konkretnije, cilj je analizirati kako različito oblikovanje naziva marke utječe na preferenciju potrošača. Metodološki pristup – Istraživanje primjenjuje 3x2 eksperimentalnu metodu u kojoj su ispitanici izloženi trima vrstama izmišljenih naziva marke; podudarajućem (npr. Coffee Corner), nepodudarajućem (npr. d’Coffee Corner), te izrazito nepodudarajućem (npr. d’Koffee Korner). Procjena je provedena kroz njihove preferencije u odnosu na tri vrste podudarnosti naziva marke te uporabu indonezijskog i engleskog jezika u markama. Za analizu je korištena dvosmjerna ANOVA. Rezultati i implikacije – Rezultati su pokazali da su podudarajući u usporedbi s nepodudarajućim i vrlo nepodudarajućim nazivima marke imali najveći utjecaj na preferenciju potrošača. Međutim uporaba indonezijskog i engleskog jezika u markama nije pokazala značajnu razliku u potrošačkim preferencijama. Ograničenja – Glavno ograničenje rada je vezano uz lokalni uzorak i objekte istraživanja. Posljedično, rezultat možda ne bi bio isti u širem, općenitijem okruženju. Doprinos – Istraživanje doprinosi prethodnim istraživanjima o oblikovanju marke primjenjujući teoriju nepodudarnosti kao temelj za njegovu analizu. Nadograđuje se na postojeća znanja istražujući preferencije potrošača o različito oblikovanim, novim nazivima marke