The EFFECT OF BRAND SALIENCE AND BRAND RESONANCE ON CONSUMER LOYALTY TOWARDS LOCAL FASHION BRANDS IN INDONESIA
DOI:
https://doi.org/10.22437/jbsmr.v9i1.48407Keywords:
Brand Resonance, Brand Salience, Consumer Loyalty, Gen Z, Fashion IndustryAbstract
In this increasingly fierce competitive landscape, local Indonesian fashion brands face the challenge of building strong brand resonance, especially among Gen Z consumers. Brand resonance, as defined by Keller (2013), refers to a deep connection between consumers and brands, which is characterized by active and intense loyalty. One of the key factors in building brand resonance is through brand salience, which refers to the extent to which a brand appears in consumers' minds in various purchasing and consumption situations (Romaniuk & Sharp, 2020). Generation Z in Indonesia is a very important consumer segment for the fashion industry. According to research conducted by Nielsen (2020), Gen Z in Indonesia represents around 27% of the total population and has significant purchasing power. A study by Deloitte Indonesia (2021) revealed that 62% of Gen Z Indonesia prefers local brands over international brands, indicating a huge opportunity for local fashion brands to develop. This study aims to explore the relationship between brand salience and brand resonance, and their effects on consumer loyalty towards local fashion brands in Indonesia.
Downloads
References
Chen, H., et al. (2024). Cross-cultural differences in brand salience formation: A comparative study of US and Chinese consumers. Journal of International Marketing, 32(1), 42-61.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education Limited.
Kim, J., & Lee, J. E. (2022). Building brand salience through influencer marketing: A study of millennial and Gen Z consumers. Journal of Product & Brand Management, 31(3), 365-379.
Romaniuk, J., & Sharp, B. (2020). How brands grow: Part 2. Oxford University Press. Vieceli, J., & Shaw,
R. N. (2010). Brand salience for fast-moving consumer goods: An empirically based model. Journal of Marketing Management, 26(13-14), 1218-1238.
Romaniuk, J., et al. (2022). The relationship between brand salience and buying behavior: A five-country study. Journal of Advertising Research, 62(1), 86-100.
Tanusondjaja, A., et al. (2019). Measuring brand salience using memory retrieval metrics. Journal of Marketing Management, 35(15-16), 1522-1543.
Thompson, M., et al. (2023). The long-term effects of brand salience on customer loyalty: A longitudinal study. Journal of Marketing, 87(4), 68-85.
Wang, Y., et al. (2023). The impact of brand salience on online purchase decisions: Evidence from a large-scale e-commerce platform. Journal of Retailing, 99(2), 227-245.
Voorveld, H. A. M., et al. (2021). Digital touchpoints and brand salience: An integrated framework. Journal of Interactive Marketing, 54, 76-90.
Wijaya, B. S., & Kusumawati, A. (2023). The Impact of Social Media Marketing on Brand Salience: A Study of Local Fashion Brands among Indonesian Gen Z. International Journal of Business and Society, 24(2), 789-806.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Pratika Linanda, Delta Fenisa, Hence Made Aryasa, Bayu Fahmi Adiananta
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
.png)
