• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>International Conference on Business and Management Research >Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram
【24h】

Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram

机译：感知个性化与自我表达品牌对instagram在当地鞋类品牌的素质和品牌忠诚度

获取原文
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Along with the increasing level of internet penetration in Indonesia, the current developments encourage people to familiarize themselves and adopt a variety of internet-based products and services, especially Instagram as one of the social media in Indonesia. Amidst these opportunities, businesses that are particularly preferred in current lifestyle like local footwear brands can take advantage by being present on Instagram to foster their relationship with their consumers through personalised advertisement. This quantitative research was aimed to analyse the effect of personalised advertisement by proposing key drivers namely perceived personalization and self-expressive brands that predicts consumer brand engagement, brand attachment and its effect towards perceived quality and brand loyalty. A total of 386 respondents that are Instagram users and consumers of four local footwear brands were collected using purposive sampling method and analysed using Partial Least Squares - Structural Equation Modelling (PLS-SEM). The findings suggest that perceived personalization and self-expressive brands positively impact consumers' brand engagement and brand attachments. Moreover, consumer brand engagement and brand attachment play an important role in affecting the perceived quality. Lastly brand attachment and perceived quality were also found to influence brand loyalty.
机译：随着印度尼西亚互联网普及率的增加，目前的发展鼓励人们熟悉自己并采用各种基于互联网的产品和服务，特别是Instagram作为印度尼西亚的社交媒体之一。在这些机会中，在当地鞋类品牌等当前生活方式中特别优选的企业可以通过在Instagram上培养他们通过个性化广告培养他们与消费者的关系。这种定量研究旨在通过提出关键驾驶员即将授权的个性化和自我表达品牌来分析个性化广告的影响，即预测消费者品牌参与，品牌依恋及其对感知质量和品牌忠诚度的影响。共收集386名受访者，即使用有目的采样方法收集Instagram用户和消费者的四个本地鞋类品牌的消费者，并使用部分最小二乘 - 结构方程模型（PLS-SEM）分析。调查结果表明，感知个性化和自我表达品牌积极影响消费者的品牌参与和品牌附件。此外，消费者品牌参与和品牌依恋在影响感知质量方面发挥着重要作用。最后还发现品牌依恋和感知品质来影响品牌忠诚度。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号