Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love

Q1 Decision Sciences
D. Harjadi, D. Fatmasari, Abas Hidayat
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引用次数: 3

Abstract

The cigarette industry faces market competition, and the pressure that suppresses its existence stems from ambiguous policies. The ambiguous policy is because the government still expects cigarette excise income as a significant source, but also that the government is faced with the demands of the anti-smoking community who establish cigarettes as a sunset industry. This condition does not make cigarette business actors give up, given that the cigarette industry still contributes to employment, state income, and market demand is still there. This study aimed to determine the effect of brand authenticity, brand identification, brand experience, brand loyalty, and brand love. The relationship between the five brand theories is examined using the Structural Equation Model. The sample for this study was 200 cigarette consumers, using a non-probability sampling technique. The result shows that: 1) Brand experience significantly and positively impacts brand identification among cigarette industry consumers; 2) Brand identification significantly and positively impacts brand love among cigarette industry consumers; 3) Brand authenticity significantly and positively impacts brand love among cigarette industry consumers; 4) Brand identification significantly and positively impacts brand loyalty among cigarette industry consumers; 5) Brand love significantly and positively impacts brand loyalty among cigarette industry consumers. The product marketing strategy component must take five branding theories. The product's market strengthens with the value of five brand components.
卷烟行业消费者认同:品牌真实性、品牌认同、品牌体验、品牌忠诚和品牌喜爱
卷烟行业面临着市场竞争,压制其生存的压力源于政策的模糊。这是因为政府仍然把香烟消费税收入作为主要收入来源,但也因为反对吸烟团体将香烟视为“夕阳产业”的要求。这种情况并没有使卷烟企业放弃,因为卷烟行业仍然为就业、国家收入和市场需求做出贡献。本研究旨在探讨品牌真实性、品牌认同、品牌体验、品牌忠诚与品牌爱的影响。运用结构方程模型检验了五种品牌理论之间的关系。本研究的样本为200名香烟消费者,采用非概率抽样技术。结果表明:1)品牌体验显著正向影响卷烟行业消费者的品牌认同;2)品牌识别显著正向影响卷烟行业消费者的品牌喜爱;3)品牌真实性显著正向影响卷烟行业消费者的品牌喜爱度;4)品牌识别显著正向影响卷烟行业消费者的品牌忠诚度;5)品牌喜爱对卷烟行业消费者的品牌忠诚度有显著正向影响。产品营销策略的组成部分必须采用五个品牌理论。产品市场以五大品牌分量的价值做强。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Uncertain Supply Chain Management
Uncertain Supply Chain Management Decision Sciences-Statistics, Probability and Uncertainty
CiteScore
5.60
自引率
0.00%
发文量
112
期刊介绍: Supply chain management (SCM) plays an essential role in managing the movement of raw materials into an organization, certain issues of the internal processing of materials into finished goods, and the movement of finished products out of the organization for end-consumer delivery. The goal of SCM is to improve trust and collaboration among supply chain partners and to improve inventory visibility. However, many SCM problems deal with uncertain events such as uncertainty in demand, supply, quality, price, etc. This forum is dedicated to all scholars who wish to share their ideas about uncertainty in SCM problems. Uncertain supply chain management is a quarterly publication dedicated to all scientists in all over the world who wish to share their experiences and knowledge in this field. Our policy is to perform a peer review on all submitted articles and publishes original and high quality articles.
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