How Does Affective Brand Experience Customer Loyalty to A Brand of Menstruation Medicine?
Abstract
In developing countries, women at all levels of society (i.e. upper, middle and lower classes) are not sufficiently aware of menstrual hygiene management. The aim of the research is to determine the factors that can influence attitudinal loyalty and behavioral loyalty by encouraging brand love and brand trust through affective brand experience. The data in this study used a survey method with a questionnaire conducted online, respondents used a purposive sampling method in the Jakarta area, with the sample criteria being women aged 20 to 43 years who were Softex customers. For analysis using factor analysis and structural equation modeling (SEM) with the Lisrel application. The results of this study show that there is a positive relationship between affective brand experience and brand love and brand trust and influences attitudinal loyalty and behavioral loyalty. The managerial implication is that in increasing loyalty, attitudes and behavior, marketers need to pay attention to customer trust in a brand because it has been proven that trust has the most significant influence on the encouragement of customer experience in using Softex brand sanitary napkins.
References
Algharabat, R. S. (2017). Kybernetes Article information :Linking social media marketing activities with brand love The mediating role of self-expressive brands. Marketing, 46(10), 1801–1819.
Anisimova, T. A. (2007). The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of Consumer Marketing, 24(7), 395–405. https://doi.org/10.1108/07363760710834816
Batra, A., Yang, F., Kogan, M., Sosnowik, A., Usher, C., Oldham, E. W., Chen, N., Lawal, K., Bi, Y., & Dürig, T. (2021). Comparison of Hydroxypropylcellulose and Hot-Melt Extrudable Hypromellose in Twin-Screw Melt Granulation of Metformin Hydrochloride: Effect of Rheological Properties of Polymer on Melt Granulation and Granule Properties. Macromol, 2(1), 1–19. https://doi.org/10.3390/macromol2010001
Bharadwaj, S., & Patkar, A. (2004). Menstrual hygiene and management in developing countries: Taking stock. Junction Social, 3(6), 1–20.
Bhattacharya, C.B. and Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Jurnal of Marketing, 67, 76–88.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Cho, E., & Hwang, J. (2020). Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness. International Marketing Review, 37(2), 241–259. https://doi.org/10.1108/IMR-12-2018-0351
Choi, B., & Kim, H. S. (2020). Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services. Journal of Service Theory and Practice, 30(3), 257–276. https://doi.org/10.1108/JSTP-08-2019-0172
Critchley, H. O. D., Babayev, E., Bulun, S. E., Clark, S., Garcia-Grau, I., Gregersen, P. K., Kilcoyne, A., Kim, J. Y. J., Lavender, M., Marsh, E. E., Matteson, K. A., Maybin, J. A., Metz, C. N., Moreno, I., Silk, K., Sommer, M., Simon, C., Tariyal, R., Taylor, H. S., … Griffith, L. G. (2020). Menstruation: science and society. American Journal of Obstetrics and Gynecology, 223(5), 624–664. https://doi.org/10.1016/j.ajog.2020.06.004
Crofts, T. (2012). Menstruation hygiene management for schoolgirls in low-income countries. Loughborough, UK, Water, Engineering and Development Centre (WEDC).
Dandis, A. O., & Al Haj Eid, M. B. (2022). Customer lifetime value: investigating the factors affecting attitudinal and behavioural brand loyalty. TQM Journal, 34(3), 476–493. https://doi.org/10.1108/TQM-12-2020-0311
Deb, M. C., & Jain, M. (2023). Changing The Red to Greens- Buying Behavior of Menstrual Products. Utkal Historical Research Journal, 1(4), 117–126.
Deheshti, M., Adabi Firouzjah, J., & Alimohammadi, H. (2016). The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers. Annals of Applied Sport Science, 4(3), 27–34. https://doi.org/10.18869/acadpub.aassjournal.4.3.27
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Feeney, R., Harmath, P., Ramoni-Perazzi, J., & Clay, P. Mac. (2022). Relationship between brand and dealer loyalty in the agricultural equipment market. International Food and Agribusiness Management Review, 25(2), 347–360. https://doi.org/10.22434/IFAMR2021.0088
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management and Marketing, 14(3), 278–291. https://doi.org/10.2478/mmcks-2019-0020
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353–1376. https://doi.org/10.1108/IJBM-02-2021-0067
Hair, J., Black, W., Babin, B., & Anderson, R. (2014). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach. https://doi.org/10.1002/9781118895238.ch8
Han, H., Lee, K. S., Song, H. J., Lee, S., & Chua, B. L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention: Impact of switching costs. Journal of Hospitality and Tourism Insights, 3(1), 17–35. https://doi.org/10.1108/JHTI-03-2019-0044
Haverila, M. J., Haverila, K., McLaughlin, C., & Tran, H. (2022). The impact of tangible and intangible rewards on online loyalty program, brand engagement, and attitudinal loyalty. Journal of Marketing Analytics, 10(1), 64–81. https://doi.org/10.1057/s41270-021-00150-7
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
Hwang, J., & Han, H. (2014). Examining strategies for maximizing and utilizing brand prestige in the luxury cruise industry. Tourism Management, 40, 244–259. https://doi.org/10.1016/j.tourman.2013.06.007
Jaiswal, A. K., & Niraj, R. (2011). Examining mediating role of attitudinal loyalty and nonlinear effects in satisfaction-behavioral intentions relationship. Journal of Services Marketing, 25(3), 165–175. https://doi.org/10.1108/08876041111129155
Junaid, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product and Brand Management, 28(2), 200–215. https://doi.org/10.1108/JPBM-04-2018-1852
Jung, L. H., & Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87.
Kaur, H., & Pandit, A. (2015). Modelling Consumer Evaluation of Brand Extensions: Empirical Evidence from India. Vision, 19(1), 37–48. https://doi.org/10.1177/0972262914565557
Ledikwe, A., Roberts-Lombard, M., & Klopper, H. B. (2019). The perceived influence of relationship quality on brand loyalty: An emerging market perspective. African Journal of Economic and Management Studies, 10(1), 85–101. https://doi.org/10.1108/AJEMS-04-2018-0113
Lee, C. C., Yeh, W. C., Chang, H. C., Yu, Z., & Tsai, Z. Y. (2022). Influence of Individual Cognition, Satisfaction, and the Theory of Planned Behavior on Tenant Loyalty. Frontiers in Psychology, 13(July). https://doi.org/10.3389/fpsyg.2022.882490
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2020). How CSR influences customer behavioural loyalty in the Chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1–22. https://doi.org/10.1108/APJML-04-2018-0160
Maduretno, R. B. E. H. P., & Sheellyana Junaedi, M. F. (2022). Exploring the effects of coffee shop brand experience on loyalty: The roles of brand love and brand trust. Gadjah Mada International Journal of Business, 24(3), 289–309. https://doi.org/10.22146/gamaijb.63218
Marin, L., & Ruiz, S. (2007). ‘“ I Need You Too !”’ Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility. Journal of Business Ethics, 71, 245–260. https://doi.org/10.1007/s10551-006-9137-y
Moorman, C., Deshpande, R., & Zaltman, G. (2010). in Market Affecting Trust. Journal of Marketing, 57(1), 81–101. http://www.jstor.org/stable/1252059
Mustaffa, A., Abdul Rahman, M., & Nawai, S. (2020). Exploring Behavioral and Attitudinal Brand Loyalty Using Tripartite Model of Attitude. Journal of Economics and Sustainability, 2(No.1), 26–34. https://doi.org/10.32890/jes2020.2.1.3
Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6). https://doi.org/10.3390/bs13060502
Nyoni, A. B., Sibanda, P., Nkiwane, L., & Gonde, P. (2014). Performance characteristics of local and imported sanitary pads. Zimbabwe Journal of Science & Technology Special Issue, December, 1–9.
Parmar, P., & Radha, ,. (2019). Loyalty status of consumers to cigarettes brands and influencing factors in Bangalore City: A descriptive study. Journal of Drug Delivery and Therapeutics, 9(6-s), 143–147. https://doi.org/10.22270/jddt.v9i6-s.3779
Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: A complementary approach to explain emotional attachment toward brands. Journal of Product and Brand Management, 20(4), 297–308. https://doi.org/10.1108/10610421111148315
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828
Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 321–341. https://doi.org/10.1108/SJME-06-2018-0030
Ridhwan, R. M., Moko, W., & Hadiwidjojo, D. (2021). The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust. International Journal of Research in Business and Social Science (2147- 4478), 10(3), 132–138. https://doi.org/10.20525/ijrbs.v10i3.1154
Riketta, M. (2005). Organizational identification : A meta-analysis. Journal of Vocational Behavior, 66(2), 358–384. https://doi.org/10.1016/j.jvb.2004.05.005
Romero, J. (2017). Customer Engagement Behaviors in Hospitality : Customer-Based Antecedents. Journal of Hospitality Marketing & Management, 0(0), 1–20. https://doi.org/10.1080/19368623.2017.1288192
Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332. https://doi.org/10.1057/bm.2012.24
Rozina Imtiaz, Nadeem, S., Feroz Akbar Mallick, Zafar Ghouri, & Atif Aziz. (2022). How Attitudes Translate to Brand Loyalty: Examining the Antecedents and Consequences of Attitudinal and Behavioral Brand Loyalty. Propel Journal of Academic Research, 2(2), 189–216. https://doi.org/10.55464/pjar.v2i2.43
Rundle-Thiele, S. (2005). Exploring loyal qualities: Assessing survey-based loyalty measures. Journal of Services Marketing, 19(7), 492–500. https://doi.org/10.1108/08876040510625990
Safeer, A. A., He, Y., & Abrar, M. (2020). 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, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
Saini, S., & Singh, J. (2020). A Link Between Attitudinal and Behavioral Loyalty of Service Customers. Business Perspectives and Research, 8(2), 205–215. https://doi.org/10.1177/2278533719887452
So, K. K. F., King, C., Hudson, S., & Meng, F. (2017). The missing link in building customer brand identification: The role of brand attractiveness. Tourism Management, 59, 640–651. https://doi.org/10.1016/j.tourman.2016.09.013
Sommer, M., Torondel, B., Hennegan, J., Phillips-Howard, P. A., Mahon, T., Motivans, A., Zulaika, G., Gruer, C., Haver, J., & Caruso, B. A. (2021). How addressing menstrual health and hygiene may enable progress across the Sustainable Development Goals. Global Health Action, 14(1). https://doi.org/10.1080/16549716.2021.1920315
Tuškej, U., & Podnar, K. (2018). Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactions with product brands. Baltic Journal of Management, 13(4), 451–470. https://doi.org/10.1108/BJM-08-2017-0268
Wijekoon, W. M. S. P., & Fernando, I. (2020). Mediatory Role of Brand Love in the Relationship between Brand Experiences and Brand Loyalty (Special Reference to FMCG Sector in Sri Lanka). International Journal of Scientific and Research Publications (IJSRP), 10(2), p9870. https://doi.org/10.29322/ijsrp.10.02.2020.p9870
Woeller, K. E., & Hochwalt, A. E. (2015). Safety assessment of sanitary pads with a polymeric foam absorbent core. Regulatory Toxicology and Pharmacology, 73(1), 419–424. https://doi.org/10.1016/j.yrtph.2015.07.028
Yadav, S., Illa, M. P., Rastogi, T., & Sharma, C. S. (2016). High absorbency cellulose acetate electrospun nanofibers for feminine hygiene application. Applied Materials Today, 4, 62–70. https://doi.org/10.1016/j.apmt.2016.07.002.
