Unveiling The Impact of Brand Identity Towards Brand Advocacy (A Case Study: Indonesian Local Beauty Brand)

DOI

10.2991/978-94-6463-692-5_17How to use a DOI?

Keywords

Public Awareness; Technological progress; Skincare Brand S; Quantitative

Abstract

A jump in sales of beauty products, expected to reach 33.4 million pieces by 2020, indicates that Indonesia is becoming more conscious of the value of skincare. The priority sector of the cosmetics business uses technology to boost economic growth and satisfy domestic E-commerce continues to grow in the face of COVID-19, it can significantly boost awareness by providing a platform for being seen by many people; that’s why influencers play the key role that can sway customers’ opinions on skincare by highlighting urban shifts towards a healthier lifestyle. This study aims to investigate how Brand Ambassador, Brand Credibility, and Brand Love affect Brand Advocacy in the cosmetic industry, focusing on brand S serum. There is a for more research that will critically examine the link between Brand Credibility, the role of Brand Ambassadors, and wrestling Brand Advocacy. Trust in brands is indispensable to advocacy, but there is a remarkable dearth of fine gainer scrutiny on this particular correlation in extant literature. “Hair Theory” was used as the sampling technique. The data were collected over three months, beginning in January, and ending in March, from 110 respondents. Analytical techniques employed included an inner model test, construct reliability, validity test, and hypothesis tests supported by SmartPLS 4.1.0.1 software. The study finds that Brand Ambassador and Brand Credibility affected Brand Advocacy. Concurrently, Brand Love does not impact Brand Advocacy. The study finds that Brand Ambassador and Brand Credibility affect Brand Advocacy through factors like word of mouth and consumer behavior. However, Brand Love does not affect Brand Advocacy, showing that people are less likely to support a brand without feelings. These discoveries have the potential to be further explored in further research and are crucial for firms to make informed decisions in a competitive marketplace.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ratu Allysa Hayanimasy
AU  - Vannessa Vannessa
AU  - Scherly Hansopaheluwakan
PY  - 2025
DA  - 2025/05/01
TI  - Unveiling The Impact of Brand Identity Towards Brand Advocacy (A Case Study: Indonesian Local Beauty Brand)
BT  - Proceedings of the 12th Gadjah Mada International Conference on Economics and Business (GAMAICEB 2024)
PB  - Atlantis Press
SP  - 316
EP  - 332
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-692-5_17
DO  - 10.2991/978-94-6463-692-5_17
ID  - Hayanimasy2025
ER  -