The Importance of Brand Stories towards Brand Perception and Purchase Intention in Gen Z Indonesians

Authors

  • Grasheli Kusuma Andhini Fashion, Binus Northumbria School of Design, Universitas Bina Nusantara
  • Fauzia Qurani Andanawarih Raffles Design Insititute, Jakarta

DOI:

https://doi.org/10.21512/tw.v23i2.7481

Keywords:

brand story, Gen Z, brand perception, purchase intention, brand image construction

Abstract

The research explored the importance of brand story towards Indonesia’s Gen Z and how it affected buying decisions and perception towards the brand. It explored if creating a brand story is a central element in creating and differentiating Indonesian fashion brands that becomes a beneficial tool for both business owner and its customer. The research was conducted through an exploratory descriptive approach by using survey on Indonesian collectivist society—those who behave communally based on in-group norms including the 84 Gen Z—as well as archival research on two similar fashion brands, and interviews on one customer and one brand owner. The research findings point out that brand stories take a positive effect on a customer’s perception towards a brand and their purchase decision. While brand stories do have an influence in shaping the image of a brand as well as becoming a factor in a customer’s purchase decision process, other brand attributes such as packaging, social media content, and logos also plays an important role in a shaping brand image, as well as the customer’s final purchase decision. Furthermore, the opinions of a key opinion leader about a brand or product greatly matters in this society and that people are more willing to purchase a product if it has already been positively reviewed by a key opinion leader.

Dimensions

Plum Analytics

References

Aaker, D.A. (1996). Building Strong Brands. Free Press, London.

Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Aaker, J., Fournier, S. & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16. https://psycnet.apa.org/doi/10.1086/383419

Ansary, A. & Hashim, N. M. H. N. (2018) Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969-1002. https://doi.org/10.1007/s11846-017-0235-2

Asyifa, D. I. (2021). Exploring Indonesian Gen Z digital reading issues. In UICELL Conference Proceeding, pp. 10-18.

Barton, R., Ishikawa, M., Quiring, K., & Theofilou, B. (2018). To Affinity and Beyond: From Me to We, The Rise of The Purpose-led Brand (Rep.). https://www.accenture.com/_acnmedia/Thought-Leadership-Assets/PDF/Accenture-CompetitiveAgility-GCPR-POV.pdf#zoom=50

Bullen, E. (2019). 11 of the best brand story examples. (2019, 25 June). Medium. https://medium.com/nicely-said/11-of-the-best-brand-story-examples-af098e4ea911

Burholt, V., Dobbs, C., & Victor, C. (2018). Social support networks of older migrants in England and Wales: The role of collectivist culture. Ageing & Society, 38(7), 1453-1477. https://doi.org/10.1017/S0144686X17000034

Carnevale, M, Yucel-Aybat, O & Kachersky, L. (2018). Meaningful stories and attitudes toward the brand: The moderating role of consumers' implicit mindsets. Journal of Consumer Behaviour, 17(1), e78-e79. https://doi.org/10.1002/cb.1687

Chen, L. Y. & Seng, L. C. (2016). The influence of brand story in building a positive brand image. International Journal of Economics, Commerce, and Management, 4(10), 686-695.

Chen, Y. C. (2017). The relationships between brand association, trust, commitment, and satisfaction of higher education institutions. International Journal of Educational Management, 31(7), 973-985. https://doi.org/10.1108/IJEM-10-2016-0212

Cinelli, M. D. & LeBoeuf, R. A. (2020). Keeping it real: How perceived brand authenticity affects product perceptions. Journal of Consumer Psychology, 30(1), 40-59. https://doi.org/10.1002/jcpy.1123

Delgado-Ballester, E. & Fernández-Sabiote, E. (2016). Once upon a brand: Storytelling practices by Spanish brands. Spanish Journal of Marketing-ESIC, 20(2), 115-131. https://doi.org/10.1016/j.sjme.2016.06.001

Dimitrova, T. (2021). Giving birth to the brand story of a tourist brand–the Know How. World Wide Journal of Multidisciplinary Research and Development, 7(2), 59-64.

Eibel-Spanyi, K. & Hofmeister-Toth, A. (2013). The impact of values on consumer behaviour. International Journal of Economics and Business Research, 5(4), 400-419. https://doi.org/10.1504/IJEBR.2013.054255

Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2). 37-48. https://doi.org/10.1080/00913367.2004.10639163.

Fitriana, R., Amrullah, A., & Suryani, I. (2020). The impact of beauty bloggers’ online review towards shopping tour interest of cosmetic products in Jakarta. TRJ Tourism Research Journal, 4(1), 12-24. https://doi.org/10.30647/trj.v4i1.67

Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Branding through storytelling. Storytelling. 15-27. https://doi/org/10.1007/978-3-540-88349-4_1

Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.

Gross, J. (2017). The subconscious implications of marketing. (2017, 19 Dec). Forbes. https://www.forbes.com/sites/forbesagencycouncil/2017/12/19/the-subconscious-implications-of-marketing/?sh=2ea04bc02d8a

He H., Zhu W., Gouran D., & Kolo O. (2016). Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing, 50(1/2), 236-259.

Herskovitz, S., & Crystal, M. (2010). The essential brand persona: storytelling and branding. Journal of Business Strategy, 31(3), 21-28. https://doi.org/10.1108/02756661011036673

Hofman-Kohlmeyer, M. (2017). The role of storytelling in building a brand. Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie, 18(3), 131-145. https://doi.org/10.5604/01.3001.0010.6494

Hong, S. Y. & Cho, S. H. (2016). The effect of brand storytelling based on the subject of story. The Journal of the Korea Contents Association, 16(7), 112-121. https://doi.org/10.5392/JKCA.2016.16.07.112

Huang, W. (2010). Brand story and perceived brand image: Evidence from Taiwan. Journal of Family and Economic Issues, 31(3), 307-317. https://doi.org/10.1007/s10834-010-9203-6

Hwang, S. (2017). Storytelling in branding: The difference in brand archetypes between Western and Asian tech brands [Master's thesis, Aalto University].

Išoraitė, M. (2018). Brand image development. Ecoforum Journal, 7(1).

Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47-56. https://doi.org/10.1002/cb.1793

Kapferer, J. N. (1996). Stealing brand equity: Measuring perceptual confusion between national brands and ‘copycat’ own-label products (No. hal-00784108).

Keskin, H., Akgun, A. E., Zehir, C., & Ayar, H. (2016). Tales of cities: City branding through storytelling. Journal of Global Strategic Management, 10(1), 31-41. https://doi.org/10.20460/JGSM.20161022384

Kim, R. B. & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21. http://dx.doi.org/10.14254/2071-8330.2019/12-3/1

Kim, A., McInerney, P., Smith, T., & Yamakawa, N. (2020) What makes Asia-Pacific’s Generation Z different? (2020, 29 June). McKinsey. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-makes-asia-pacifics-generation-z-different

Lee, H. (2020). Telling stories and sharing cultures for constructing identity and solidarity: A case of informal communication at a workplace. Narrative Inquiry, 30(1), 80-103. https://doi.org/10.1075/ni.18046.lee

Lindsey-Warren, T. M. & Ringler, C. (2021). Empowered storytelling: An examination of empowerment in storytelling and its impact on millennials. Journal of Cultural Marketing Strategy, 5(2), 103-128.

Lundqvist, A., Liljander, V., Gummerus, J., & Riel, A. V. (2012). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4), 283-297. https://doi.org/10.1057/bm.2012.15

Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan (UKM Journal of Management), 50.

Mark, M., & Pearson, C. (2001). Building Extraordinary Brands through the Power of Archetypes. New York: McGraw Hill.

Maulana, H., Khawaja, N., & Obst, P. (2019). Development and validation of the Indonesian well‐being scale. Asian Journal of Social Psychology, 22(3), 268-280. https://doi.org/10.1111/ajsp.12366

Nugroho, R. H. (2018). Peranan Pancasila dan Bhineka Tunggal Ika dalam menanggulangi politik identitas. Prosiding Senaspolhi, 1(1), 96-106.

Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. Jurnal Aplikasi Manajemen, 17(4), 650-600. https://doi.org/10.21776/ub.jam.2019.017.04.09

Novansa, H. & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621-632. https://doi.org/10.21276/sjhss

Orji, R. (2016). Persuasion and Culture: Individualism-Collectivism and Susceptibility to Influence Strategies. In PPT@ PERSUASIVE (pp. 30-39).

Pan, L. Y. & Chen, K. H. (2019). A study on the effect of storytelling marketing on brand image, perceived quality, and purchase intention in ecotourism. Ekoloji, 28(107), 705-712.

Pereira, G. (2019). Brand storytelling: A three-dimensional perspective. Journal of Brand Strategy, 8(2), 146-159.

Rakhmah, D. N. (2021) Gen Z Dominan, Apa Maknamya bagi Pendidikan Kita? (2021, 4 Feb). Pusat Standar dan Kebijakan Pendidikan. https://puslitjakdikbud.kemdikbud.go.id/produk/artikel/detail/3133/gen-z-dominan-apa-maknanya-bagi-pendidikan-kita

Ross, F. (2020). A perspective on the application of Kapferer's Brand Identity Prism in the branding process of hearing aid retail companies. Journal of Management and Marketing Review, 5(3), 141-146. https://doi.org/10.35609/jmmr.2020.5.3(2)

Roxo, F. (2020). Transmedia storytelling as a potential employer branding strategy. U. Porto Journal of Engineering, 6(1), 66-77. https://doi.org/10.24840/2183-6493_006.001_0007

Ryu, K., Lehto, X. Y., Gordon, S. E., & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management, 71, 348-363. https://doi.org/10.1016/j.tourman.2018.10.021

Sebastian, T., Yammiyavar, P. G., & Jones, S. (2017). Transforming brand archetype using package graphics: An empirical study. International Journal of Engineering Science and Technology (IJEST), 9(09S).

Slikkerveer, L. J. (2019). Gotong royong: An indigenous institution of communality and mutual assistance in Indonesia. Integrated Community-Managed Development. 307-320. https://doi.org/10.1007/978-3-030-05423-6_14

Solja, E, Liljander, V & Söderlund, M. (2018). Short brand stories on packaging: An examination of consumer responses. Psychology & Marketing, 35(4), 294-306. https://doi.org/10.1002/mar.21087

Sriprom, C., Rungswang, A., Sukwitthayakul, C., & Chansri, N. (2019). Personality traits of Thai Gen Z undergraduates: Challenges in the EFL classroom? PASAA: Journal of Language Teaching and Learning in Thailand, 57, 165-190.

Suwignyo, A. (2019). Gotong royong as social citizenship in Indonesia, 1940s to 1990s. Journal of Southeast Asian Studies, 50(3), 387-408. https://doi.org/10.1017/S0022463419000407

Tarver, E. (2020, 28 July). Brand identity. Investopedia. https://www.investopedia.com/terms/b/brand-identity.asp

Tong, X., Su, J., & Xu, Y. (2018). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International Journal of Fashion Design, Technology and Education, 11(2), 196-209. https://doi.org/10.1080/17543266.2017.1378732

Tsai, M. C. (2020). Storytelling advertising investment profits in marketing: From the perspective of consumers’ purchase intention. Mathematics, 8(10), 1704. https://doi.org/10.3390/math8101704

Veloutsou, C. & Delgado-Ballester, E. (2018). New challenges in brand management. Spanish Journal of Marketing-ESIC, 22(3), 254-271. https://doi.org/10.1108/SJME-12-2018-036

Downloads

Published

2023-05-11

How to Cite

Andhini, G. K., & Andanawarih, F. Q. . (2023). The Importance of Brand Stories towards Brand Perception and Purchase Intention in Gen Z Indonesians. Journal The Winners, 23(2), 143-152. https://doi.org/10.21512/tw.v23i2.7481
Abstract 2759  .
PDF downloaded 2661  .