Factors Influencing Halal Cosmetic Brand Advocacy; The Role of Self-brand Connection as a mediator
Nurafni Rubiyanti (a*), Evo S. Hariandja (b)

(a) School of Communication and Bussiness, Telkom University
Jalan Telekomunikasi no.1, Bandung, Indonesia
*nrubiyanti[at]telkomuniversity.ac.id

(b) Business School, Pelita Harapan University
Jalan MH. Thamrin Boulevard Lippo Karawaci, Tangerang 15811

Abstract

This paper aims to determine the role of self-brand connection in mediating factors that affect brand advocacy. A conceptual model is developed from the branding literature to explain the relationship of the antecedents of self-brand connection and brand advocacy in the context of the halal cosmetic product. The model is tested using structural equation analysis on a sample of 150 women from Bandung city that have purchased the halal cosmetic product in question. The research model is empirically supported. Findings indicate that consumer who has self-brand connection may become advocates of the brand. Managers can consider using celebrity to develop self-brand connection within consumer and the brand. Additionally, other factors related to the quality and uniqueness of the brand can be considered to enhance consumer self-brand connection in shaping advocacy behavior. Hope this research provides future insight into the application of branding theory for halal cosmetic products.

Keywords: celebrity endorsment; perceived quality; brand uniqueness; self-brand connection

Topic: Marketing Management