IDEAS home Printed from https://ideas.repec.org/a/uii/jrambr/v4y2024i2p394-412id34889.html

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

Author

Listed:
  • Lady

  • Lara Meilani

  • Fendy Cuandra

  • Bai Na

Abstract

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Suggested Citation

  • Lady & Lara Meilani & Fendy Cuandra & Bai Na, 2024. "Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type," Asian Management and Business Review, Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 4(2), pages 394-412.
    • Handle: RePEc:uii:jrambr:v:4:y:2024:i:2:p:394-412:id:34889
    as

    Download full text from publisher

    File URL: https://journal.uii.ac.id/AMBR/article/view/34889
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    2. Mandl, Leonhard & Hogreve, Jens, 2020. "Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 107(C), pages 130-137.
    3. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    4. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    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. Uddin, Mohiy & Siddiqui, Danish Ahmed, 2026. "How Societal and Individual Diversity Affect Brand Equity of High Versus Low Involvement Products," EconStor Preprints 341074, ZBW - Leibniz Information Centre for Economics.
    2. Li, Dongmei & Han, Xiaoyun, 2021. "Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    4. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    7. Mian Wang & Jamie Marsden & Ezgi Oguz & Briony Thomas, 2023. "Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?," Sustainability, MDPI, vol. 15(23), pages 1-14, December.
    8. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    9. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    10. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    11. M. Sadiq Sohail, 2023. "Understanding consumer engagement in online brand communities: An application of self-expansion theory," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 69-81, March.
    12. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    13. Khan, Imran & Fatma, Mobin, 2024. "AR app-based brand engagement and outcomes: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    15. Alves, Antonio Pedro Cruz Costa & Strehlau, Vivian Iara, 2025. "It’s no skin off your nose: why do consumers tattoo brands?," Journal of Business Research, Elsevier, vol. 199(C).
    16. Yue Yin & Yuxiang Gao & Sheng Wei, 2025. "The Formation Mechanism of Brand Addiction Under Social Network Influence," SAGE Open, , vol. 15(3), pages 21582440251, September.
    17. T. Ndhlovu & T. Maree, 2024. "The central role of consumer–brand engagement in product and service brand contexts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 944-961, December.
    18. Chia-Ying Li & Chien-Hsiang Liao & Yu-Hui Fang, 2025. "A dedication-constraint model of omnichannel shopping journey," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-26, December.
    19. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    20. Dahrouj, Rasha & Itani, Omar S. & Hollebeek, Linda D. & Eslami, Hossein & Kassar, Abdul-Nasser, 2025. "Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).

    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:uii:jrambr:v:4:y:2024:i:2:p:394-412:id:34889. 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: Ana Yuliani (email available below). General contact details of provider: https://journal.uii.ac.id/AMBR/ .

    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.