The Role of Brand Authenticity and Brand Oldness Association for Brand Love and the Impact on Relation Quality and Brand Consciousness

Authors

  •   Iin Mayasari Professor (Corresponding Author), Department of Management, Faculty of Economics and Business, University of Paramadina, Raya Mabes Hankam No. Kav 9, Setu, Kec. Cipayung, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta 13880
  •   Wong Che Hoo Associate Professor, Faculty of Business and Communications, INTI International University in Nilai
  •   Azlin Zanariah Bahtar Associate Professor, Department of Marketing, FBM, UiTM CS Kampus Puncak Alam Malaysia

DOI:

https://doi.org/10.17010//ijom/2025/v55/i4/174927

Keywords:

brand love

, brand authenticity, brand oldness association, brand consciousness.

Paper Submission Date

, July 15, 2024, Paper sent back for Revision, February 14, 2025, Paper Acceptance Date, March 5, Paper Published Online, April 15, 2025

Abstract

Purpose : This research analyzed brand love regarding authenticity and oldness association. It also explained the role of brand love in relationship quality and brand consciousness as a form of consumer behavior that remained loyal to the brand.

Methodology : The research design was descriptive and quantitative, using surveys for data collection. Data analysis used a structural equation modeling approach via the PLS statistical tool. The respondents who completed the questionnaire selected the global classical brands in Indonesia that had survived amid the influence of global brands.

Findings : This study significantly influenced branding, consumer psychology, and relationship marketing. It examined the relationship between brand authenticity and brand oldness association as predictors of brand love and the impact of brand love on brand consciousness and brand oldness association. Brand consciousness was a component of consumer psychology, whereas relationship quality was a component of relationship marketing.

Practical Implications : Establishing a two-way communication channel facilitated the cultivation of an atmosphere of genuineness and enabled consumers to perceive brand authenticity.

Originality/Value : The research model incorporated the concepts of brand authenticity and oldness, which explained the formation of brand love, especially for product brands that survived for a certain period. The impact of brand love on relationship quality and brand consciousness was also researched.

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Published

2025-04-15

How to Cite

Mayasari, I., Hoo, W. C., & Bahtar, A. Z. (2025). The Role of Brand Authenticity and Brand Oldness Association for Brand Love and the Impact on Relation Quality and Brand Consciousness. Indian Journal of Marketing, 55(4), 34–51. https://doi.org/10.17010//ijom/2025/v55/i4/174927

Issue

Volume 55, Issue 4, April 2025

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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