Brand Experience and Identification Impact on Loyalty Via Brand Love Among Gen Z iPhone Users

Rayie Tariaranie Wiraguna; Ahmad Mukimul Khaq’qi; Safira Rusyda Azizah

doi:10.26905/jmdk.v13i1.14237

Authors

Rayie Tariaranie Wiraguna Universitas Negeri Malang
Ahmad Mukimul Khaq’qi Universitas Negeri Malang
Safira Rusyda Azizah Universitas Negeri Malang

DOI:

https://doi.org/10.26905/jmdk.v13i1.14237

Keywords:

Brand ExperiencBrand Love, Brand Loyalty, Consumer Brand Identification

Abstract

The advancement of technology has contributed to the increasing trend of second-hand iPhone usage among generation Z (Gen Z), especially in Malang City. This study aims to examine the mediating role of brand love in the relationship between brand experience and consumer brand identification on brand loyalty. A quantitative approach was employed using a survey method with 190 Gen Z respondents who use second-hand iPhones, selected through purposive sampling. The research focuses on understanding the emotional and psychological factors that influence consumers' attachment and loyalty toward brands, even in the context of used products. The findings reveal that brand experience and consumer brand identification have a significant and positive influence on both brand love and brand loyalty. Furthermore, brand love acts as a significant mediator in strengthening the relationship between the independent variables and brand loyalty. These results highlight the importance of emotional bonds in shaping consumer behavior, especially among younger generations who seek identity and expression through the brands they use. The study provides practical implications for marketers of second-hand smartphones, especially Apple resellers, to build stronger engagement strategies by emphasizing identity alignment and emotional experience.

Downloads

Download data is not yet available.

References

Abdelkader, O. A., & Attallah, S. (2021). ‘Attitudinal and behavioural’ loyalty toward green buildings among generations from baby boomers to Z. International Journal of Services and Operations Management, 40(2), 203–216. https://doi.org/10.1504/IJSOM.2021.118246

Akin, M. (2017). The effects of young consumers’ love for smart mobıle phone brands on brand loyalty murat akin. International Review of Management and Business Research, 6(1). www.capital.com.tr,

Akoglu, H. E., Özbek, O., Arkonsuo, I. R., Kaljund, K., Leppiman, A., Awan, A. G., Rehman, A., Lubis, A. R., Darsono, N., Baron, R. M., Kenny, D. A., Batra, R., Ahuvia, A., Bagozzi, R. P., Devindiani, E., Wibowo, L. A., Fritz, K., Schoenmueller, V., Bruhn, M., Kataria, A. (2021). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. In Journal of Business Management and Entrepreneurship Education (Vol. 38, Issue 5). Ghozali, I. http://etd.repository.ugm.ac.id/

Al-Afridawi, M. A. kareem, & Rasool, H. A. A. (2022). Rerflecting customer - brand identification on customers brand passion: An Applied Study of Smartphone Brands in Iraq.

Alam, S. H., & Khalique, M. (2019). Brand experience and mediating roles of brand love, brand prestige and brand trust. https://www.researchgate.net/publication/350755287

Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928

Alnawas, I., & Altarifi, S. (2016). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 111–128. https://doi.org/10.1177/1356766715604663

Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2023). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing, 14(11), 2980–3006. https://doi.org/10.1108/JIMA-01-2022-0002

Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/APJML-03-2022-0203

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). batra2012.

Bazi S, Filieri R, & Gorton M. (2023). Social media content aesthetic quality and customer engagement: the mediating role of entertainment and impacts on brand love and loyalty.

Bilgihan, A. (2016). Gen y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103–113. https://doi.org/10.1016/j.chb.2016.03.014

Brakus, J. J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.

Christina, A., Setiawan, A., & Prasetya, B. (2023). Influence of personalized product recommendation, online review stimuli, and customer brand identification on purchase intention (Case Study on Bukalapak Consumers in Semarang). In Jurnal of Business Studies) (Vol. 9, Issue 1). https://jurnal.polines.ac.id/index.php/jobs

Chung, S., & Park, J. (2017). The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market. Canadian Journal of Administrative Sciences, 34(1), 47–62. https://doi.org/10.1002/cjas.1321

Demar, C., Lins, S., & Aquino, S. D. (2022). Apple ID: Building a model of consumer brand identification. BIMTECH Business Perspectives. https://doi.org/10.1177/bsp.2022.3.2.7

Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7–8), 994–1015. https://doi.org/10.1108/EJM-04-2013-0200

Evita, N., Prestianta, A. M., & Asmarantika, R. A. (2023). Patterns of media and social media use in generation z in Indonesia. Jurnal Studi Komunikasi, 7(1), 195–214.

Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer-brand identification. Journal of Business Research, 69(8), 2901–2910. https://doi.org/10.1016/j.jbusres.2015.12.059

Fernandes, T., & Inverneiro, I. (2021). From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media? Journal of Product and Brand Management, 30(2), 320–334. https://doi.org/10.1108/JPBM-02-2019-2262

Fetscherin, M., Boulanger, M., Filho, C. G., & Souki, G. Q. (2014). The effect of product category on consumer brand relationships. Journal of Product and Brand Management, 23(2), 78–89. https://doi.org/10.1108/JPBM-05-2013-0310

Fitriani, A., & Achmad, G. N. (2021). the effect of brand identification and brand image on brand love and brand loyalty on iphone smartphone product users in Samarinda. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(2). https://jurnal.stie-aas.ac.id/index.php/IJEBAR

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515

Ghorbanzadeh, D. (2024). The role of brand love and brand jealousy in the formation of brand addiction. Current Psychology, 43(3), 2832–2846. https://doi.org/10.1007/s12144-023-04508-1

Gudergan, S. P., Moisescu, O. I., Radomir, L., Ringle, C. M., & Sarstedt, M. (2025). Special issue editorial: Advanced partial least squares structural equation modeling (PLS-SEM) applications in business research. Journal of Business Research, 188. https://doi.org/10.1016/j.jbusres.2024.115087

Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11(2), 481–488. https://doi.org/10.5267/j.uscm.2023.3.001

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465

Iqbal, J., Malik, M., Yousaf, S., & Yaqub, R. M. S. (2021). Brand reputation, brand experience, and electronic word of mouth toward smartphone: Investigating the mediating role of brand love. Journal of Public Affairs, 21(3). https://doi.org/10.1002/pa.2455

Khan, A., Mohammad, A. S., & Muhammad, S. (2021). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), 1492–1520. https://doi.org/10.1108/JIMA-11-2019-0236

Koksal, M. H. (2019). Differences among baby boomers, Generation X, millennials, and Generation Z wine consumers in Lebanon: Some perspectives. International Journal of Wine Business Research, 31(3), 456–472. https://doi.org/10.1108/IJWBR-09-2018-0047

Koner, S., Gupta, T., & Malewar, S. (2023). an expedition of brand identification to evangelism with mediating effect of love and loyalty. In Thailand and The World Economy, 41(2), 12.

Madeline, S., & O. Sihombing, S. (2019). the impacts of brand experiences on brand love, brand trust, and brand loyalty: an empirical study. Jurnal Bisnis dan Manajemen, 20(2), 91–107. https://doi.org/10.24198/jbm.v20i2.241

Majid, N., Sunaryo, S., & Husein, A. S. (2018). brand satisfaction memediasi pengaruh self-congruity terhadap brand loyalty. Mix: Jurnal Ilmiah Manajemen, 8(2), 228. https://doi.org/10.22441/mix.2018.v8i2.003

Mishra, M. K., Kesharwani, A., & Gautam, V. (2021). Examining the Relationship between Consumer Brand Relationships and Brand Evangelism. Australian Journal of Business and Management Research, 6(1), 84–95. https://doi.org/10.52283/nswrca.ajbmr.20210601a07

Mody, M., & Hanks, L. (2020). Consumption authenticity in the accommodations industry: The keys to brand love and brand loyalty for hotels and Airbnb. Journal of Travel Research, 59(1), 173–189. https://doi.org/10.1177/0047287519826233

Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015

Nam, T. T., & Trang, T. Van. (2020). Ther impacts of consumer valuer and brand iderntification on brand loyalty and erlerctronic word of mouth.

Natalia, D., Wahyuni, H., Elgeka, S., & Tjahjoanggoro, A. J. (2021). Consumer-brand identification and brand loyalty: analysis on customer satisfaction and brand trust as mediators. https://doi.org/10.30872/psikostudia

Putu, N., Krismajayanti, A., & Darma, G. S. (2021). eksplorasi loyalitas millennial terhadap brand Apple: prestige or needs? Bisnis: Performa, 18(2). https://doi.org/10.29313/performa.v17i1.8051

Roberts, K. (2015). Loyalty-Beyond-Reason-Red-Paper-April-2015.

Safeer, A. A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123

Santos, M., & Schlesinger, W. (2021a). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201

Santos, M., & Schlesinger, W. (2021b). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201

Sarkar, A., Ponnam, A., & Murthy, B. K. (2013). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 324–347. https://doi.org/10.1362/147539212x13546197909985

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406–418. https://doi.org/10.1016/j.ijresmar.2012.06.001

Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59. https://doi.org/10.1016/j.jbusres.2011.07.022

van de Sand, F. (2017). User experience identity. In User Experience Identity. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-15959-7

Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016). Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/10.1007/s11747-015-0455-4

Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36(3), 245–257. https://doi.org/10.1016/j.ijinfomgt.2015.11.013

Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive brand relationship, brand love, and brand loyalty for tablet pcs: Building a sustainable brand. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00231