IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v10y2021i4p375-382.html

Emotional branding moderation on marketing mix selection of college in the Covid-19 pandemic period

Author

Listed:
  • Erna Handayani

    (Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia)

  • Herni Justiana Astuti

    (Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia)

  • Akhmad Darmawan

    (Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia)

  • Bima Cinintya Pratama

    (Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia)

Abstract

This study of college services consumers aims to determine several aspects of the service marketing mix of the decision to choose college x in Purwokerto, Indonesia. Furthermore, this study uses emotional branding moderation on aspects of the marketing mix on the selection decision. Emotional branding aspects were studied to determine customer emotional involvement, pride, emotional relationships, and expectations of the selected educational service products. Using a questionnaire with a Linkert scale, the study explored information from 300 student respondents who registered at college x in Purwokerto, Indonesia. Furthermore, the questionnaire data received were processed using the Smart-PLS 3.0 analysis tool. The results of the analysis of emotional branding were unable to moderate the relationship between promo si, price, place, process, and customer service to choose college x in Purwokerto, Indonesia during the Covid-19 periods. Promotions and places or locations. Other aspects do not affect. This condition indicates the importance of promotion and proximity to location when choosing a tertiary institution during the Covid-19 period. Promotion needs to be improved at tertiary institutions x in Purwokerto Indonesia, as done through online media and social media. Research on the emotional branding of College services has not been done much. This research complements the information and adds to the repertoire of research on emotional branding, brand equity, and emotional brand service products. Key Words:marketing mix, emotional branding, moderation, college selection

Suggested Citation

  • Erna Handayani & Herni Justiana Astuti & Akhmad Darmawan & Bima Cinintya Pratama, 2021. "Emotional branding moderation on marketing mix selection of college in the Covid-19 pandemic period," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(4), pages 375-382, June.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:4:p:375-382
    DOI: 10.20525/ijrbs.v10i4.1014
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1014/915
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v10i4.1014
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v10i4.1014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. M. Joseph Sirgy, 2018. "Self-congruity theory in consumer behavior: A little history," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 197-207, April.
    2. Hadiqa Riaz & Hassaan Ahmed & Dr. Saima Akhter & Mudassir Hussain, 2017. "The Impact of Emotional Branding in Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 10, pages 131-150, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Huang, Youlin & Qian, Lixian, 2021. "Consumer adoption of electric vehicles in alternative business models," Energy Policy, Elsevier, vol. 155(C).
    2. Zhang, Jing & Chen, Mingliang & Xie, Zhaohan & Zhuang, Jingyi, 2022. "Don't fall into exquisite poverty: The impact of mismatch between consumers and luxury brands on happiness," Journal of Business Research, Elsevier, vol. 151(C), pages 298-309.
    3. Agustin Vidal-Buitano & Eduardo Torres-Moraga & Francisco Javier Montoro-Ríos & Manuel Alonso-Dos-Santos, 2026. "From values to motives: dual psychological routes to green product patronage in a developing country," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 13(1), pages 1-20, December.
    4. Kong, Juan & Lou, Chen, 2026. "Beyond persuasion Knowledge: Examining the roles of visual appeal, visual congruence, and social proof in influencer advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    5. Wang, Zi & Yuan, Ruizhi & Luo, Jun & Liu, Martin J., 2022. "Redefining “masstige” luxury consumption in the post-COVID era," Journal of Business Research, Elsevier, vol. 143(C), pages 239-254.
    6. Jackline Wakaba & Dr. Stephen Ntuara Kiriinya, PhD & Dr. Tabitha Waithaka, PhD, 2024. "Mediating Role of Self Congruity on Retail Patronage Decisions among Supermarket Shoppers in Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 2422-2428, June.
    7. Rocío G. Martínez & Ramon A. Carrasco & Cristina Sanchez-Figueroa & Diana Gavilan, 2021. "An RFM Model Customizable to Product Catalogues and Marketing Criteria Using Fuzzy Linguistic Models: Case Study of a Retail Business," Mathematics, MDPI, vol. 9(16), pages 1-31, August.
    8. Subarna Nandy & Neena Sondhi & Himanshu Joshi, 2024. "Toward a measure of brand pride: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 430-448, July.
    9. Ayşegül Acar & Naci Büyükdağ & Burak Türten & Ersin Diker & Gülsüm Çalışır, 2024. "The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    10. Irina T. Toteva & Selen Savas-Hall & Justin R. Hall, 2024. "Self-concept and brand loyalty: Insights from major life events and coping mechanisms," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 79-93, January.
    11. Faheem Bukhari & Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Riaz Hussain Soomro & Zahid Ali Channar, 2020. "Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products," Sustainability, MDPI, vol. 12(1), pages 1-22, January.
    12. Rizal Edy Halim & Shinta Rahmani & Gita Gayatri & Asnan Furinto & Yudi Sutarso, 2022. "The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    13. Pierre Mostert & Tiaan Naude, 2022. "Exploring the Antecedents and Brand Avoidance as the Outcome, of Identity Incongruity," International Review of Management and Marketing, Econjournals, vol. 12(4), pages 10-18, July.
    14. Karolina Ivanauskaitė & Anastasia Stathopoulou & Pierre Valette-Florence, 2026. "The effect of self-congruity and perceived sustainable actions in luxury branding," Journal of Brand Management, Palgrave Macmillan, vol. 33(2), pages 119-137, March.
    15. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    16. Souha Al-Geitany & Hasan Yousef Aljuhmani & Okechukwu Lawrence Emeagwali & Elsie Nasr, 2023. "Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    17. Jebarajakirthy, Charles & Das, Manish, 2020. "How self-construal drives intention for status consumption: A moderated mediated mechanism," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    18. Arundathi, K L & M Ganesh Babu & S Gokula Krishnan, 2023. "A Literature Review On Emotional Branding And Its Antecedents," Post-Print hal-04850931, HAL.
    19. Kou, Yan & Powpaka, Samart & Zhou, Lanlan & Huang, Jiangyu & Lu, Dong, 2025. "User presence in online product reviews: The dual effects on purchase intention," Journal of Business Research, Elsevier, vol. 199(C).
    20. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2020. "A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention," SAGE Open, , vol. 10(4), pages 21582440209, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:10:y:2021:i:4:p:375-382. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.