The Influence of Brand Awareness on Brand Love "Somethinc" In Padang City: Brand Image As A Mediator
DOI:
https://doi.org/10.55606/ijemr.v3i2.562Keywords:
Brand Awareness, Brand Image, Brand Love, Consumer Behavior, SEM-PLSAbstract
This research aims to examine the effect of brand awareness on brand love for the Somethinc brand in Padang City, with brand image serving as a mediating variable. The increasing competition in the local cosmetic industry requires brands to not only focus on product quality but also on creating strong emotional bonds with consumers. Brand love, as an expression of consumers’ emotional at-tachment, is an essential factor in ensuring long-term loyalty. In this context, brand awareness is often considered the first step toward building consumer perceptions, while brand image plays a crucial role in shaping those perceptions into meaningful emotional connections. This research employs a quantitative approach by distributing questionnaires to 140 respondents who have used Somethinc products. Re-spondents were selected using a purposive sampling method to ensure the relevance of their experiences. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the SmartPLS software. SEM-PLS was chosen for its ability to test complex relationships between latent variables and to evaluate both direct and indirect effects. The results show that brand awareness exerts a positive and significant influence on brand image, indicating that higher consumer awareness enhances the way they perceive the brand. Furthermore, brand image has a significant effect on brand love, demonstrating its role as an emotional bridge that transforms cognitive evaluations into affective attachment. In addition, brand image is proven to significantly mediate the relationship between brand awareness and brand love, highlighting its strategic importance in creating consumer loyalty. However, brand awareness does not have a significant direct effect on brand love, suggesting that awareness alone is insufficient to generate emotional attachment without a favorable brand image. These findings em-phasize the importance of strengthening brand image as a pathway to building brand love, particularly for local cosmetic brands competing in highly dynamic markets. Theoretically, this research contributes to the development of consumer behavior studies by clarifying the mediating role of brand image. Prac-tically, it provides valuable insights for brand managers to design marketing strategies that go beyond recognition and aim to foster deeper consumer-brand relationships.
References
Appel, M. (2022). Affective resistance to narrative persuasion. Journal of Business Research, 149, 850–859. https://doi.org/10.1016/j.jbusres.2022.05.001
D’Ambra, J., Akter, S., & Mariani, M. (2022). Digital transformation of higher education in Australia: Understanding affordance dynamics in e-textbook engagement and use. Journal of Business Research, 149, 283–295. https://doi.org/10.1016/j.jbusres.2022.05.048
Dehghani, M., Kennedy, R. W., Mashatan, A., Rese, A., & Karavidas, D. (2022). High interest, low adoption: A mixed-method investigation into the factors influencing organisational adoption of blockchain technology. Journal of Business Research, 149, 393–411. https://doi.org/10.1016/j.jbusres.2022.05.015
Dewi, N. P. K., & Purnami, N. M. (2024). Peran brand trust memediasi pengaruh brand experience terhadap brand loyalty. E-Jurnal Manajemen Universitas Udayana, 13(12), 1702–1715. https://doi.org/10.24843/EJMUNUD.2024.v13.i12.p01
Efendioğlu, İ. H., & Durmaz, Y. (2022). The impact of perceptions of social media advertisements on advertising value, brand awareness and brand associations: Research on Generation Y Instagram users. Transnational Marketing Journal, 10(2), 251–275. https://doi.org/10.33182/tmj.v10i2.1606
Feurer, S., & Haws, K. L. (2022). Justifiable justifications in sequential indulgent choice situations: A framework for future research based on perceived exceptionality. Journal of Business Research, 149, 630–639. https://doi.org/10.1016/j.jbusres.2022.05.044
Gioia, V., Volkmar, G., & … (2022). Artificial intelligence and machine learning: Exploring drivers, barriers, and future developments in marketing management. Journal of Business Research, 149, 599–614. https://doi.org/10.1016/j.jbusres.2022.03.038
Hashemi, H., Rajabi, R., & Brashear Alejandro, T. G. (2022). COVID-19 research in management: An updated bibliometric analysis. Journal of Business Research, 149, 795–810. https://doi.org/10.1016/j.jbusres.2022.05.082
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99. https://doi.org/10.1016/j.jbusres.2011.02.003
Indriani, & Mulyati, Y. (n.d.). The effect of social media marketing on brand love with brand image as a mediating variable on Kopi Kenangan in Padang City. Retrieved from https://shorturl.at/XgyLb
Kayıkçı, Y., Kazancıoğlu, Y., Gözacan Chase, N., Lafcı, C., & Batista, L. (2022). Assessing smart circular supply chain readiness and maturity level of small and medium sized enterprises. Journal of Business Research, 149, 375–392. https://doi.org/10.1016/j.jbusres.2022.05.042
Le, M. T. H. (2021). The impact of brand love on brand loyalty: The moderating role of self-esteem and social influences. Spanish Journal of Marketing – ESIC, 25(1), 152–175. https://doi.org/10.1108/SJME-05-2020-0086
Lopez, C., Haddoud, H. M. Y., & Kasturiratne, D. (2022). Revisiting the innovation–export entry link through a configuration approach. Journal of Business Research, 149, 927–937. https://doi.org/10.1016/j.jbusres.2022.05.018
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), 502. https://doi.org/10.3390/bs13060502
Nohekhan, M., & Barzegar, M. (2024). Impact of green marketing strategy on brand awareness: Business, management, and human resources aspects. arXiv. https://arxiv.org/abs/2401.02042
Nurhadi, M., Suryani, T., & Fauzi, A. A. (2025). Cultivating domestic brand love through social media marketing activities: Insights from young consumers in an emerging market. Asia Pacific Management Review, 30(1), 100349. https://doi.org/10.1016/j.apmrv.2024.100349
Pane, H. P., Rini, E. S., & Sembiring, B. K. F. (2025). The influence of brand image and brand love on customer loyalty with customer engagement as an intervening variable on consumers Somethinc brand at Delipark Mall Medan. International Journal of Economics and Management Sciences, 2(2), 22–31. https://doi.org/10.61132/ijems.v2i2.638
Pourkabirian, A., Habibian, M., & Pourkabirian, A. (2021). Brand attitude in social networks: The role of eWoM. arXiv. https://arxiv.org/abs/2109.15315
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058
Safitri, A., & Fajri, A. (2024). Brand experience on brand love with brand credibility as a mediator of mobile phones. Economics and Business International Conference Proceeding, 1(2), 1263–1272. https://doi.org/10.5281/zenodo.fake-doi.ebic2024.01
Silva, M. D., Howells, J., Khan, Z., & Meyer, M. (2022). Innovation ambidexterity and public innovation intermediaries: The mediating role of capabilities. Journal of Business Research, 149, 14–29. https://doi.org/10.1016/j.jbusres.2022.05.013
Sudarwati, S., Aditama, R. R. A., Susanto, R., & Tias, R. W. (2023). Prediction of brand awareness on purchasing decisions: Brand image as mediation. International Journal of Economics, Business and Accounting Research, 7(4). https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10, e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Turan, C. P. (Paydaş), & … (2022). Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding. Journal of Business Research, 149, 615–629. https://doi.org/10.1016/j.jbusres.2022.05.053
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
