Brands’ Movement for Beauty Diversity: Influences of Issue Involvement, Brand Equity, and Engagement on Consumers’ Attitudes and Behaviors
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Abstract
This research study aims to investigate: 1) issue involvement (that is, cognitive involvement and affective involvement), brand equity (that is, brand awareness, brand image, brand credibility, brand feeling and brand community), brand engagement (that is, cognitive engagement, affective engagement, and activation engagement), attitude towards brand movement, and consumer behavior (that is, purchase intention and electronic word-of-mouth), 2) the influences of issue involvement, brand equity and brand engagement on attitude and consumer behavior of brands that are active on the beauty diversity issues, and 3) the influences of attitudes on consumer behavior of brands that are active on the beauty diversity issues. Using a survey methodology, questionnaires were distributed online to a total of 515 respondents, aged between 18 and 43 years old, who have known Mistine, Wacoal or Dove brand, and have learned about the beauty diversity issues. The results showed that issue involvement, brand equity and brand engagement had a significant influence on attitude and consumer behavior of brands that are active on the beauty diversity issues. In addition, it was found that attitude had a significant influence on purchase intention and electronic word-of-mouth, with a greater influence on purchase intention.
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References
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