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Articles
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Transcendent Brand Meaning, Perceived Brand Authenticity, Moral Brand Consistency, Emotional Brand Synchronicity, and Communal Brand Identification in Building Brand Loyalty: A Concurrent Triangulation Mixed-Methods Approach
Elizabeth Elizabeth, Silvia Ekasari, Heny herawati, Gusti Noorlitaria Achmad, Syamsul Syamsul
View Author Affiliations
- Elizabeth Elizabeth: Universitas Budi Luhur, Indonesia
- Silvia Ekasari: STIE Manajemen Bisnis, Indonesia
- Heny herawati: Institut Maritim Prasetiya Mandiri (IMPM), Indonesia
- Gusti Noorlitaria Achmad: Universitas Mulawarman, Indonesia
- Syamsul Syamsul: Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia (STIEPARI) Semarang, Indonesia
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Abstract
This study investigates the combined influence of five brand dimensions Transcendent Brand Meaning (TBM), Perceived Brand Authenticity (PBA), Moral Brand Consistency (MBC), Emotional Brand Synchronicity (EBS), and Communal Brand Identification (CBI) on Brand Loyalty (BL), employing a concurrent triangulation mixed-methods design. Drawing on 200 valid consumer responses collected through structured surveys and semi-structured interviews, quantitative data were analyzed via SPSS 26.0 using validity, reliability, normality, correlation, regression, F-test, t-test, PCA, ANOVA, and Chi-Square procedures, while qualitative insights were integrated to triangulate findings. Results revealed that the model was statistically significant (F = 89.247, p < 0.001), explaining 69.3% of variance in brand loyalty. Perceived Brand Authenticity (β = 0.318, p < 0.001) and Emotional Brand Synchronicity (β = 0.284, p < 0.001) emerged as the strongest predictors, followed by Communal Brand Identification (β = 0.207, p < 0.01), Moral Brand Consistency (β = 0.152, p < 0.05), and Transcendent Brand Meaning (β = 0.129, p < 0.05). All hypotheses were supported. Qualitative themes reinforced that consumers seek brands that align with personal values, demonstrate consistent moral conduct, and foster emotional and communal bonds. The study contributes an integrated framework linking symbolic, ethical, emotional, and social brand attributes to loyalty, addressing critical gaps in the branding literature by examining these five constructs simultaneously through a mixed-methods lens.
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Author Biographies
Elizabeth Elizabeth
Universitas Budi Luhur
Management Study Program, Faculty of Economics and Business, Universitas Budi Luhur, Indonesia.
Silvia Ekasari
STIE Manajemen Bisnis
Management Study Program, STIE Manajemen Bisnis Indonesia, Indonesia.
Heny herawati
Institut Maritim Prasetiya Mandiri (IMPM)
Management Study Program, Institut Maritim Prasetiya Mandiri (IMPM), Indonesia.
Gusti Noorlitaria Achmad
Universitas Mulawarman
Management Study Program, Faculty of Economics and Business, Universitas Mulawarman, Indonesia.
Syamsul Syamsul
Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia (STIEPARI) Semarang
Management Study Program, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia (STIEPARI) Semarang, Indonesia.
Article Identifiers
- Article Title: Transcendent Brand Meaning, Perceived Brand Authenticity, Moral Brand Consistency, Emotional Brand Synchronicity, and Communal Brand Identification in Building Brand Loyalty: A Concurrent Triangulation Mixed-Methods Approach
- DOI: 10.59431/ijer.v6i3.1009
- Publication Date: 2026-09-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 3
- Pages: 1576–1585
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Issue Information
Article Details
| Volume: | 6 |
| Issue: | 3 |
| Year: | 2026 |
| Published: | 2026-09-28 |
| Pages: | 1576–1585 |
| Section: | Articles |
Additional Information
How to Cite
Elizabeth, E., Ekasari, S., herawati, H., Achmad, G. N., & Syamsul, S. (2026). Transcendent Brand Meaning, Perceived Brand Authenticity, Moral Brand Consistency, Emotional Brand Synchronicity, and Communal Brand Identification in Building Brand Loyalty: A Concurrent Triangulation Mixed-Methods Approach. Indonesian Journal Economic Review (IJER), 6(3), 1576–1585. https://doi.org/10.59431/ijer.v6i3.1009
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