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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

  • 1* Universitas Budi Luhur
  • 2 STIE Manajemen Bisnis
  • 3 Institut Maritim Prasetiya Mandiri (IMPM)
  • 4 Universitas Mulawarman
  • 5 Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia (STIEPARI) Semarang

* Corresponding Author: Elizabeth Elizabeth

Open Access
DOI
https://doi.org/10.59431/ijer.v6i3.1009
Published
Pages
1576–1585

Issue

Vol. 6 No. 3 (2026)

Indonesian Journal Economic Review (IJER)
September

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.

Keywords

Transcendent Brand Meaning Perceived Brand Authenticity Moral Brand Consistency Emotional Brand Synchronicity Communal Brand Identification

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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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.

License

Copyright (c) 2026 Elizabeth Elizabeth, Silvia Ekasari, Heny herawati, Gusti Noorlitaria Achmad, Syamsul Syamsul

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