FROM GLOBAL PERCEPTION TO LOCAL PATRONAGE: THE MEDIATING ROLE OF BRAND AUTHENTICITY IN INDONESIAN RESTAURANTS
Abstract
This study explores the dynamic relationships between perceived brand globalness, brand authenticity, and brand patronage within the Indonesian restaurant industry. The primary objectives are to elucidate how perceived globalness influences brand authenticity, evaluate the impact of brand authenticity on patronage, and investigate the mediating role of brand authenticity in the relationship between perceived brand globalness and brand patronage. Employing a quantitative approach, the study will gather data through surveys conducted with Indonesian consumers who frequent quick service restaurants (QSRs). The survey will measure perceptions of brand globalness, authenticity, and patronage. Data analysis will be performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the relationships among constructs. The study hypothesizes that perceived brand globalness will positively influence brand authenticity, suggesting that enhanced global recognition is expected to boost brand patronage through associations with higher quality and prestige. Additionally, it is anticipated that brand authenticity will positively impact patronage by fostering stronger emotional connections with consumers. Furthermore, brand authenticity is expected to mediate the effect of perceived brand globalness on brand patronage, indicating that the impact of globalness on patronage is significantly mediated by perceived authenticity. The findings are anticipated to provide valuable insights for restaurant managers, guiding strategies to enhance brand positioning and consumer engagement. This research highlights the critical importance of aligning global and authentic brand attributes to enhance consumer loyalty in the restaurant sector.
References
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Bu, H., Huang, R., Liang, S., & Liao, X. (2023). Consumer perceived brand innovativeness and authenticity of Chinese time-honored brand restaurants: The moderated mediation effect of personal traits. Psychology Research and Behavior Management, 16, 2481-2498. https://doi.org/10.2147/prbm.s407396
Chang, J., & Kwon, W. (2021). E-store brand personality congruence for multichannel apparel retail brands. Journal of Fashion Marketing and Management, 26(1), 159-178. https://doi.org/10.1108/jfmm-08-2019-0167
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Davvetas, V., Sichtmann, C., & Diamantopoulos, A. (2015). The impact of perceived brand globalness on consumers' willingness to pay. International Journal of Research in Marketing, 32(4), 431-434. https://doi.org/10.1016/j.ijresmar.2015.05.004
Dhiman, N., & Jamwal, M. (2022). Tourists’ post-adoption continuance intentions of chatbots: Integrating task–technology fit model and expectation–confirmation theory. Foresight, 25(2), 209-224. https://doi.org/10.1108/fs-10-2021-0207
Filho, C., Moreira, E., Chinelato, F., & Santos, M. (2022). Passive consequences of brand hate: The mediating role of brand avoidance. Multidisciplinary Business Review, 15(1), 77-89. https://doi.org/10.35692/07183992.15.1.8
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding – Exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324-348. https://doi.org/10.1108/ejm-10-2014-0633
Galguera, L., Luna, D., & Mendez, M. (2006). Predictive segmentation in action – Using CHAID to segment loyalty card holders. International Journal of Market Research, 48(4), 459-479. https://doi.org/10.1177/147078530604800407
Guèvremont, A. (2018). Creating and interpreting brand authenticity: The case of a young brand. Journal of Consumer Behaviour, 17(6), 505-518. https://doi.org/10.1002/cb.1735
Guèvremont, A., & Grohmann, B. (2016). The brand authenticity effect: Situational and individual-level moderators. European Journal of Marketing, 50(3/4), 602-620. https://doi.org/10.1108/ejm-12-2014-0746
He, J., & Ge, J. (2022). The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: The role of brand-nation connection. International Marketing Review, 40(1), 4-27. https://doi.org/10.1108/imr-06-2021-0210
Jin, N., Goh, B., Huffman, L., & Yuan, J. (2014). Predictors and outcomes of perceived image of restaurant innovativeness in fine-dining restaurants. Journal of Hospitality Marketing & Management, 24(5), 457-485. https://doi.org/10.1080/19368623.2014.915781
Khurana, K. (2018). Perceived brand globalness – Impact on women consumer response in Indian fashion and lifestyle market. International Journal of Social Sciences and Management, 5(1), 18-30. https://doi.org/10.3126/ijssm.v5i1.19005
Koku, P., & Savas, S. (2016). Restaurant tipping and customers’ susceptibility to emotional contagion. Journal of Services Marketing, 30(7), 762-772. https://doi.org/10.1108/jsm-03-2016-0103
Lee, H., & Yi, Y. (2018). The impact of salesperson look-brand personality congruence on brand affect: The moderating role of social anxiety. Asia Marketing Journal, 20(3), 17-38. https://doi.org/10.15830/amj.2018.20.3.17
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2014). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006
Moulard, J., Raggio, R., & Folse, J. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management's passion for its products. Psychology and Marketing, 33(6), 421-436. https://doi.org/10.1002/mar.20888
Norvell, T., Kumar, P., & Contractor, S. (2018). Assessing the customer-based impact of up-selling versus down-selling. Cornell Hospitality Quarterly, 59(3), 215-227. https://doi.org/10.1177/1938965518762836
Oh, H., Prado, P., Korelo, J., & Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231-241. https://doi.org/10.1108/jpbm-09-2017-1567
Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing, 20(2), 72-95. https://doi.org/10.1509/jim.11.0105
Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28. https://doi.org/10.1509/jimk.16.4.1
Rangkuty, D. M., & Hidayat, M. (2021). Does Foreign Debt have an Impact on Indonesia's Foreign Exchange Reserves?. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 16(1), 85-93.
Rangkuty, D. M., Yusuf, M., & Pasaribu, R. A. (2022). Pengaruh Pendapatan Asli Daerah, Dana Perimbangan dan Belanja Daerah terhadap Indeks Pembangunan Manusia di Provinsi Sumatera Utara. Ecosains: Jurnal Ilmiah Ekonomi dan Pembangunan, 11(1), 41-52.
Rai, S., & Nayak, J. (2019). Hospitality branding in emerging economies: An Indian perspective. Journal of Tourism Futures, 5(1), 22-34. https://doi.org/10.1108/jtf-07-2018-0047
Riefler, P. (2020). Local versus global food consumption: The role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327. https://doi.org/10.1108/jcm-02-2019-3086
Rixom, J., & Rixom, B. (2023). Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices. Journal of Consumer Behaviour, 22(3), 721-737. https://doi.org/10.1002/cb.2156
Safeer, A., & Liu, H. (2022). Role of corporate social responsibility authenticity in developing perceived brand loyalty: A consumer perceptions paradigm. Journal of Product & Brand Management, 32(2), 330-342. https://doi.org/10.1108/jpbm-01-2022-3807
Safeer, A., Abrar, M., Liu, H., & He, Y. (2022). Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets. Management Decision, 60(9), 2482-2502. https://doi.org/10.1108/md-10-2021-1296
Safeer, A., Chen, Y., Abrar, M., Kumar, N., & Razzaq, A. (2021). Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: A cross-cultural Asian perspective. Asia Pacific Journal of Marketing and Logistics, 34(7), 1524-1543. https://doi.org/10.1108/apjml-05-2021-0297
Safeer, A., He, Y., Abrar, M., Shabbir, R., & Rasheed, H. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence & Planning, 39(8), 1042-1057. https://doi.org/10.1108/mip-11-2020-0471
Safeer, A., He, Y., Yuan-yuan, L., Abrar, M., & Nawaz, Z. (2021). Impact of perceived brand authenticity on consumer behavior: An evidence from Generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685-704. https://doi.org/10.1108/ijoem-09-2020-1128
Sajid, B. (2023). Consumer-based retailer equity and retail patronage behaviors: Interaction effect of involvement. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/sjme-11-2022-0239
Sarkar, J., Sarkar, A., & Sreejesh, S. (2023). What is in a game? The impact of advergame design and reward elements on gamers' brand patronage. Asia Pacific Journal of Marketing and Logistics, 35(10), 2538-2564. https://doi.org/10.1108/apjml-01-2023-0027
Sha, W., Hung, K., Li, M., & Qiu, H. (2020). Developing a customer loyalty model for guest houses in China: A congruity-based perspective. Tourism Review, 76(2), 411-426. https://doi.org/10.1108/tr-05-2019-0166
Sichtmann, C., Davvetas, V., & Diamantopoulos, A. (2019). The relational value of perceived brand globalness and localness. Journal of Business Research, 104, 597-613. https://doi.org/10.1016/j.jbusres.2018.10.025
Srivastava, A., Dey, D., & Balaji, .. (2020). Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context. Journal of Product & Brand Management, 29(7), 849-861. https://doi.org/10.1108/jpbm-03-2018-1782
Swoboda, B., Pennemann, K., & Taube, M. (2012). The effects of perceived brand globalness and perceived brand localness in China: Empirical evidence on Western, Asian, and domestic retailers. Journal of International Marketing, 20(4), 72-95. https://doi.org/10.1509/jim.12.0105
Trần, V. (2018). The brand authenticity scale: Development and validation. Contemporary Management Research, 14(4), 277-291. https://doi.org/10.7903/cmr.18581
Trần, V., Vo, T., & Dinh, T. (2020). The relationship between brand authenticity, brand equity and customer satisfaction. Journal of Asian Finance Economics and Business, 7(4), 213-221. https://doi.org/10.13106/jafeb.2020.vol7.no4.213
Zhu, D. (2022). Effects of robot restaurants’ food quality, service quality and high-tech atmosphere perception on customers’ behavioral intentions. Journal of Hospitality and Tourism Technology, 13(4), 699-714. https://doi.org/10.1108/jhtt-01-2021-0022
Assiouras, I., Liapati, G., Kouletsis, G., & Koniordos, M. (2015). The impact of brand authenticity on brand attachment in the food industry. British Food Journal, 117(2), 538-552. https://doi.org/10.1108/bfj-03-2014-0095
Bian, X. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Bu, H., Huang, R., Liang, S., & Liao, X. (2023). Consumer perceived brand innovativeness and authenticity of Chinese time-honored brand restaurants: The moderated mediation effect of personal traits. Psychology Research and Behavior Management, 16, 2481-2498. https://doi.org/10.2147/prbm.s407396
Chang, J., & Kwon, W. (2021). E-store brand personality congruence for multichannel apparel retail brands. Journal of Fashion Marketing and Management, 26(1), 159-178. https://doi.org/10.1108/jfmm-08-2019-0167
Chen, Q., Huang, R., & Han, B. (2020). Perceived authenticity of traditional branded restaurants (China): Impacts on perceived quality, perceived value, and behavioral intentions. Current Issues in Tourism, 23(23), 2950-2971. https://doi.org/10.1080/13683500.2020.1776687
Davvetas, V., Sichtmann, C., & Diamantopoulos, A. (2015). The impact of perceived brand globalness on consumers' willingness to pay. International Journal of Research in Marketing, 32(4), 431-434. https://doi.org/10.1016/j.ijresmar.2015.05.004
Dhiman, N., & Jamwal, M. (2022). Tourists’ post-adoption continuance intentions of chatbots: Integrating task–technology fit model and expectation–confirmation theory. Foresight, 25(2), 209-224. https://doi.org/10.1108/fs-10-2021-0207
Filho, C., Moreira, E., Chinelato, F., & Santos, M. (2022). Passive consequences of brand hate: The mediating role of brand avoidance. Multidisciplinary Business Review, 15(1), 77-89. https://doi.org/10.35692/07183992.15.1.8
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding – Exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324-348. https://doi.org/10.1108/ejm-10-2014-0633
Galguera, L., Luna, D., & Mendez, M. (2006). Predictive segmentation in action – Using CHAID to segment loyalty card holders. International Journal of Market Research, 48(4), 459-479. https://doi.org/10.1177/147078530604800407
Guèvremont, A. (2018). Creating and interpreting brand authenticity: The case of a young brand. Journal of Consumer Behaviour, 17(6), 505-518. https://doi.org/10.1002/cb.1735
Guèvremont, A., & Grohmann, B. (2016). The brand authenticity effect: Situational and individual-level moderators. European Journal of Marketing, 50(3/4), 602-620. https://doi.org/10.1108/ejm-12-2014-0746
He, J., & Ge, J. (2022). The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: The role of brand-nation connection. International Marketing Review, 40(1), 4-27. https://doi.org/10.1108/imr-06-2021-0210
Jin, N., Goh, B., Huffman, L., & Yuan, J. (2014). Predictors and outcomes of perceived image of restaurant innovativeness in fine-dining restaurants. Journal of Hospitality Marketing & Management, 24(5), 457-485. https://doi.org/10.1080/19368623.2014.915781
Khurana, K. (2018). Perceived brand globalness – Impact on women consumer response in Indian fashion and lifestyle market. International Journal of Social Sciences and Management, 5(1), 18-30. https://doi.org/10.3126/ijssm.v5i1.19005
Koku, P., & Savas, S. (2016). Restaurant tipping and customers’ susceptibility to emotional contagion. Journal of Services Marketing, 30(7), 762-772. https://doi.org/10.1108/jsm-03-2016-0103
Lee, H., & Yi, Y. (2018). The impact of salesperson look-brand personality congruence on brand affect: The moderating role of social anxiety. Asia Marketing Journal, 20(3), 17-38. https://doi.org/10.15830/amj.2018.20.3.17
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2014). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006
Moulard, J., Raggio, R., & Folse, J. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management's passion for its products. Psychology and Marketing, 33(6), 421-436. https://doi.org/10.1002/mar.20888
Norvell, T., Kumar, P., & Contractor, S. (2018). Assessing the customer-based impact of up-selling versus down-selling. Cornell Hospitality Quarterly, 59(3), 215-227. https://doi.org/10.1177/1938965518762836
Oh, H., Prado, P., Korelo, J., & Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231-241. https://doi.org/10.1108/jpbm-09-2017-1567
Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing, 20(2), 72-95. https://doi.org/10.1509/jim.11.0105
Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28. https://doi.org/10.1509/jimk.16.4.1
Rangkuty, D. M., & Hidayat, M. (2021). Does Foreign Debt have an Impact on Indonesia's Foreign Exchange Reserves?. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 16(1), 85-93.
Rangkuty, D. M., Yusuf, M., & Pasaribu, R. A. (2022). Pengaruh Pendapatan Asli Daerah, Dana Perimbangan dan Belanja Daerah terhadap Indeks Pembangunan Manusia di Provinsi Sumatera Utara. Ecosains: Jurnal Ilmiah Ekonomi dan Pembangunan, 11(1), 41-52.
Rai, S., & Nayak, J. (2019). Hospitality branding in emerging economies: An Indian perspective. Journal of Tourism Futures, 5(1), 22-34. https://doi.org/10.1108/jtf-07-2018-0047
Riefler, P. (2020). Local versus global food consumption: The role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327. https://doi.org/10.1108/jcm-02-2019-3086
Rixom, J., & Rixom, B. (2023). Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices. Journal of Consumer Behaviour, 22(3), 721-737. https://doi.org/10.1002/cb.2156
Safeer, A., & Liu, H. (2022). Role of corporate social responsibility authenticity in developing perceived brand loyalty: A consumer perceptions paradigm. Journal of Product & Brand Management, 32(2), 330-342. https://doi.org/10.1108/jpbm-01-2022-3807
Safeer, A., Abrar, M., Liu, H., & He, Y. (2022). Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets. Management Decision, 60(9), 2482-2502. https://doi.org/10.1108/md-10-2021-1296
Safeer, A., Chen, Y., Abrar, M., Kumar, N., & Razzaq, A. (2021). Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: A cross-cultural Asian perspective. Asia Pacific Journal of Marketing and Logistics, 34(7), 1524-1543. https://doi.org/10.1108/apjml-05-2021-0297
Safeer, A., He, Y., Abrar, M., Shabbir, R., & Rasheed, H. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence & Planning, 39(8), 1042-1057. https://doi.org/10.1108/mip-11-2020-0471
Safeer, A., He, Y., Yuan-yuan, L., Abrar, M., & Nawaz, Z. (2021). Impact of perceived brand authenticity on consumer behavior: An evidence from Generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685-704. https://doi.org/10.1108/ijoem-09-2020-1128
Sajid, B. (2023). Consumer-based retailer equity and retail patronage behaviors: Interaction effect of involvement. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/sjme-11-2022-0239
Sarkar, J., Sarkar, A., & Sreejesh, S. (2023). What is in a game? The impact of advergame design and reward elements on gamers' brand patronage. Asia Pacific Journal of Marketing and Logistics, 35(10), 2538-2564. https://doi.org/10.1108/apjml-01-2023-0027
Sha, W., Hung, K., Li, M., & Qiu, H. (2020). Developing a customer loyalty model for guest houses in China: A congruity-based perspective. Tourism Review, 76(2), 411-426. https://doi.org/10.1108/tr-05-2019-0166
Sichtmann, C., Davvetas, V., & Diamantopoulos, A. (2019). The relational value of perceived brand globalness and localness. Journal of Business Research, 104, 597-613. https://doi.org/10.1016/j.jbusres.2018.10.025
Srivastava, A., Dey, D., & Balaji, .. (2020). Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context. Journal of Product & Brand Management, 29(7), 849-861. https://doi.org/10.1108/jpbm-03-2018-1782
Swoboda, B., Pennemann, K., & Taube, M. (2012). The effects of perceived brand globalness and perceived brand localness in China: Empirical evidence on Western, Asian, and domestic retailers. Journal of International Marketing, 20(4), 72-95. https://doi.org/10.1509/jim.12.0105
Trần, V. (2018). The brand authenticity scale: Development and validation. Contemporary Management Research, 14(4), 277-291. https://doi.org/10.7903/cmr.18581
Trần, V., Vo, T., & Dinh, T. (2020). The relationship between brand authenticity, brand equity and customer satisfaction. Journal of Asian Finance Economics and Business, 7(4), 213-221. https://doi.org/10.13106/jafeb.2020.vol7.no4.213
Zhu, D. (2022). Effects of robot restaurants’ food quality, service quality and high-tech atmosphere perception on customers’ behavioral intentions. Journal of Hospitality and Tourism Technology, 13(4), 699-714. https://doi.org/10.1108/jhtt-01-2021-0022
Published
2022-11-28
How to Cite
JN, M Raihan; NASUTION, Thorique Akbar Maulana; NASUTION, Muhammad Dharma Tuah Putra.
FROM GLOBAL PERCEPTION TO LOCAL PATRONAGE: THE MEDIATING ROLE OF BRAND AUTHENTICITY IN INDONESIAN RESTAURANTS.
Proceeding International Conference of Science Technology and Social Humanities, [S.l.], v. 1, p. 643-651, nov. 2022.
Available at: <https://jurnal.pancabudi.ac.id/index.php/icesshi/article/view/4809>. Date accessed: 21 dec. 2024.
Section
Articles
