Driving Brand Engagement: Exploring Brand Touchpoints and Self-Congruity in Local Furniture Retail


  • Pristiana Widyastuti * Mail Atma Jaya Catholic University of Indonesia, Jakarta, Indonesia
  • (*) Corresponding Author
Keywords: Customer Touchpoint; Self-Congruity; Brand Engagement; Local Product; Furniture

Abstract

This study investigates the relationships between brand touchpoints, self-congruity, and brand engagement in Indonesia's local furniture market. A quantitative approach focused on customer touchpoints and self-congruity as independent variables, with brand engagement as the dependent variable. The sample comprised 100 respondents who had made multiple purchases from various furniture stores, both online and offline, located in the Greater Jakarta area. Data collection involved questionnaires utilizing a Likert scale to measure relevant indicators. Structural Equation Modeling (SEM) was used for data analysis, specifically confirmatory SEM and SmartPLS as tools to assess causal relationships among the variables. The study's results present significant relationships between customer touchpoints and self-congruity with brand engagement. The path coefficients show that customer touchpoint has a positive and significant impact on brand engagement, with a t-statistic value of 4.694, more than 1.96 (P-value lower than 0.05). Then, self-congruity has a positive and significant impact on brand engagement, with a t-statistic value of 3.737, more than 1.96 (P-value lower than 0.05). Effective customer touchpoints enhanced customer engagement significantly, while self-congruity contributed to a deeper emotional connection between customers and brands. The findings suggest that consumers are likelier to engage with brands that reflect their personal styles and identities, fostering loyalty and commitment. This research highlights the importance of creating meaningful brand interactions and aligning brand messaging with consumer identities to enhance engagement within brand touchpoints.

Downloads

Download data is not yet available.

References

Bhalla, S., Joshi, P., & Bajpai, V. N. (2024). The Evolving Strategies of Fashion Brands Towards Customer Engagement. ShodhKosh: Journal of Visual and Performing Arts, 5(6), 1193–1200. https://doi.org/10.29121/shodhkosh.v5.i6.2024.142

Bhattacharjee, D. R., Kuanr, A., Malhotra, N., Pradhan, D., & Moharana, T. R. (2023). How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, 40(6), 1480–1508. https://doi.org/10.1108/IMR-09-2022-0206

Changani, S., & Kumar, R. (2024). Social Media Marketing Activities, Brand Community Engagement and Brand Loyalty: Modelling the Role of Self-brand Congruency with Moderated Mediation Approach. Global Business Review. https://doi.org/10.1177/09721509241245558

Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Salehhuddin Sharipudin, M. N. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102574

Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173. https://doi.org/10.1016/j.techfore.2021.121092

Demmers, J., Weltevreden, J. W. J., & van Dolen, W. M. (2020). Consumer Engagement with Brand Posts on Social Media in Consecutive Stages of the Customer Journey. International Journal of Electronic Commerce, 24(1), 53–77. https://doi.org/10.1080/10864415.2019.1683701

Fernandes, T., Guzmán, F., & Mota, M. (2024). Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-08-2023-4667

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An Introduction to Structural Equation Modeling (pp. 1–29). https://doi.org/10.1007/978-3-030-80519-7_1

Jaakkola, E., & Alexander, M. (2024). Understanding and managing engagement journeys. Journal of Service Management, 35(3), 357–380. https://doi.org/10.1108/JOSM-02-2024-0066

Kamranfar, S., Damirchi, F., Pourvaziri, M., Abdunabi Xalikovich, P., Mahmoudkelayeh, S., Moezzi, R., & Vadiee, A. (2023). A Partial Least Squares Structural Equation Modelling Analysis of the Primary Barriers to Sustainable Construction in Iran. Sustainability (Switzerland), 15(18). https://doi.org/10.3390/su151813762

Kumar, V. (2020). Building Customer-Brand Relationships through Customer Brand Engagement. Journal of Promotion Management, 26(7), 986–1012. https://doi.org/10.1080/10496491.2020.1746466

Kumar, Y., Gupta, A., & Deshmukh, A. R. (2024). Enhancing CRM: Mapping Customer Touchpoints at Globetrot Travels. In International Journal of Research in Innovative Multidisciplinary Studies ISSN (Vol. 2, Issue 2). https://www.researchgate.net/publication/381111168

Lan, R. (2024). Frontiers in Business, Economics and Management Research on Innovative Paths of Brand Marketing in the New Consumption Era from the Perspective of Brand Touchpoints. Frontiers in Business, Economics and Management, 15(1), 210–214.

Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116–2128. https://doi.org/10.1007/s12144-018-9898-3

Lin, F., Ansell, J., Marshall, A., & Ojiako, U. (2019). Managing and building B2B SME brands: an emerging market perspective. PSU Research Review, 3(3), 191–214. https://doi.org/10.1108/prr-04-2019-0010

Mansourimoayyed, F., Khodadad Hoseini, H., & Sabahi, H. (2020). The analysis of customer satisfaction of organic products and the impact of touchpoints, brand experience and shopping values. www.japer.in

Obilo, O. O., Chefor, E., & Saleh, A. (2021). Revisiting the consumer brand engagement concept. Journal of Business Research, 126, 634–643. https://doi.org/10.1016/j.jbusres.2019.12.023

Rabbanee, F. K., Roy, R., & Spence, M. T. (2020). Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency. European Journal of Marketing, 54(6), 1407–1431. https://doi.org/10.1108/EJM-03-2018-0221

Sahara, H., & Windasari, A. (2022). Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up. https://doi.org/10.12795/IROCAMM

Saxena, G., Jain, S., & Mishra, S. (2023). Enhancing affective commitment through gamified services of luxury brands: role of game mechanics and self-congruity. Journal of Services Marketing, 37(8), 1018–1031. https://doi.org/10.1108/JSM-06-2022-0217

Sung, K. S., & Lee, S. (2023). Interactive CSR campaign and symbolic brand benefits: a moderated mediation model of brand trust and self-congruity in the restaurant industry. International Journal of Contemporary Hospitality Management, 35(12), 4535–4554. https://doi.org/10.1108/IJCHM-08-2022-1027

Teng, H. Y., Chen, C. Y., & Han, T. C. (2024). Does restaurant innovativeness influence customer advocacy? The roles of self-image congruity and customer engagement. Journal of Hospitality and Tourism Insights, 7(4), 1831–1851. https://doi.org/10.1108/JHTI-11-2022-0551

Towers, A., & Towers, N. (2022). Framing the customer journey: touch point categories and decision-making process stages. International Journal of Retail and Distribution Management, 50(3), 317–341. https://doi.org/10.1108/IJRDM-08-2020-0296

Verma, P. (2021). The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model. Journal of Promotion Management, 27(1), 103–132. https://doi.org/10.1080/10496491.2020.1809591


Bila bermanfaat silahkan share artikel ini

Berikan Komentar Anda terhadap artikel Driving Brand Engagement: Exploring Brand Touchpoints and Self-Congruity in Local Furniture Retail

Dimensions Badge
Article History
Submitted: 2024-08-26
Published: 2024-10-31
Abstract View: 67 times
PDF Download: 59 times
Section
Articles