The Impact of Brand Attachment on Brand Loyalty: The Mediating Role of Satisfaction, Trust, and Commitment
##plugins.themes.EpsilonTheme.article.main##
Daman Sudarman*
This research investigates the influence of Brand Attachment on Brand Loyalty within the context of Indonesian stock and mutual fund investment application users. It examines both the direct impact and the indirect impact mediated by Satisfaction, Trust, and Brand Commitment. A quantitative methodology, specifically Partial Least Square - Structural Equation Modeling (PLS-SEM), was utilized. Data were gathered from a sample of 250 respondents with a minimum of six months of active experience using investment applications. The findings indicate that Brand Attachment has a significant direct effect on Satisfaction, Trust, Brand Commitment, and Brand Loyalty. Furthermore, Satisfaction, Trust, and particularly Brand Commitment serve as significant mediators in the indirect relationship between Brand Attachment and Brand Loyalty, with the strongest mediation effect observed through Brand Commitment. These results highlight the strategic importance of emotional bonding, emphasizing the need for personalized features, story-driven communication, and responsive user support. The study provides practical insights for fintech companies to design emotionally driven retention strategies that foster long-term brand loyalty.
Aleemi, A. R., Javaid, F., & Hafeez, S. S. (2023). Finclusion: The nexus of Fintech and financial inclusion against banks’ market power. Heliyon, 9(12), e22551. https://doi.org/10.1016/j.heliyon.2023.e22551
Arya, V., Sethi, D., & Verma, H. (2018). Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS and brand attachment. Corporate Communications: An International Journal, 23(4), 648–670. https://doi.org/10.1108/CCIJ-03-2018-0036
Asadullah, A., Faik, I., & Kankanhalli, A. (2018). Digital Platforms: A Review and Future Directions. PACIS 2018 Proceedings. https://aisel.aisnet.org/pacis2018/248
Bahri-Ammari, N., Van Niekerk, M., Ben Khelil, H., & Chtioui, J. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559–585. https://doi.org/10.1108/IJCHM-10-2014-0508
Boubker, O., & Aatar, A. (2023). efecto de la satisfacción y el apego a la marca en la fidelidad del consumidor. Aplicación de la técnica PLS-SEM. Revista de Métodos Cuantitativos Para La Economía y La Empresa. https://doi.org/10.46661/rev.metodoscuant.econ.empresa.6210
Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A Strategic Commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12–25. https://doi.org/10.1177/001088049803900104
Bowlby, J. (1977). The Making and Breaking of Affectional Bonds. British Journal of Psychiatry, 130(3), 201–210. https://doi.org/10.1192/bjp.130.3.201
Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927206
Chan, E. Y., & Ilicic, J. (2019). Political ideology and brand attachment. International Journal of Research in Marketing, 36(4), 630–646. https://doi.org/10.1016/j.ijresmar.2019.04.001
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, C.-F., & Lu, H.-H. (2024). Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship. Journal of Brand Management, 31(4), 415–429. https://doi.org/10.1057/s41262-023-00349-2
Delgado-Ballester, E., & Sabiote, E. F. (2015). Brand experimental value versus brand functional value: which matters more for the brand? European Journal of Marketing, 49(11/12), 1857–1879. https://doi.org/10.1108/EJM-02-2014-0129
Deng, Y., Wang, X., & Li, D. (2025). How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust. Asia Pacific Journal of Marketing and Logistics, 37(5), 1255–1279. https://doi.org/10.1108/APJML-06-2024-0782
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057. https://doi.org/10.1016/j.jbusres.2016.01.020
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372–1388. https://doi.org/10.1108/03090560510623307
Gao, H. (2024). Detemining Influential Factors of Customer Satisfaction and Repurchase Intention Toward Online Food Application in Chengdu, China. Scholar: Human Sciences, 16(1 SE-), 99–108. https://doi.org/10.14456/shserj.2024.11
Ghosh, K., & Bhattacharya, S. (2022). Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach. Young Consumers, 23(4), 603–626. https://doi.org/10.1108/YC-09-2021-1390
Ghozali, I., & Latan, H. (2015). Konsep, Teknik Dan Aplikasi Menggunakan Program Smart PLS 3.0. Universitas Diponegoro.
Giustiziero, G., Kretschmer, T., Somaya, D., & Wu, B. (2023). Hyperspecialization and hyperscaling: A resource‐based theory of the digital firm. Strategic Management Journal, 44(6), 1391–1424. https://doi.org/10.1002/smj.3365
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis: Pearson prentice Hall. Upper Saddle River, NJ, 1–816.
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) -. Sage.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hollanders, M. (2020). FinTech and financial inclusion: Opportunities and challenges. Journal of Payments Strategy & Systems, 14(4), 315. https://doi.org/10.69554/SDIN1936
Hwang, J., Choe, J. Y. (Jacey), Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050. https://doi.org/10.1016/j.ijhm.2021.103050
Japutra, A., Ekinci, Y., & Simkin, L. (2019). Self-congruence, brand attachment and compulsive buying. Journal of Business Research, 99, 456–463. https://doi.org/10.1016/j.jbusres.2017.08.024
Jin Zhang, J., Lichtenstein, Y., & Gander, J. (2015). Designing Scalable Digital Business Models (pp. 241–277). https://doi.org/10.1108/S0742-332220150000033006
Juhaidi, A., Al-Ansi, A. M., Fitria, A., Hidayati, N., & Huriyah. (2025). Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia. Sustainable Futures, 10, 100912. https://doi.org/10.1016/j.sftr.2025.100912
Kim, G., & Kim, B. (2017). Causality of Consumer-Brand Relationship Variables in Global Brand and the Effects of Moderating Variables. Journal of Distribution Science, 15(2), 121–132. https://doi.org/10.15722/jds.15.2.201702.121
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Marketing Management. Pearson Education Limited. https://doi.org/10.4324/9780203357262
Li, M.-W., Teng, H.-Y., & Chen, C.-Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015
Lilhaq, A. G., & Salehudin, I. (2024). Peran kemudahan, keamanan, inovasi, dan kecepatan layanan terhadap pengalaman dan loyalitas pelanggan pada aplikasi fintech investasi. Jurnal Manajemen Dan Usahawan Indonesia, 47(1), 4.
Lin, S.-W., Huang, E. Y., & Cheng, K.-T. (2023). A binding tie: why do customers stick to omnichannel retailers? Information Technology & People, 36(3), 1126–1159. https://doi.org/10.1108/ITP-01-2021-0063
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35
Milheiro, A. B., Sousa, B. B., Ribeiro Santos, V., Milheiro, C. B., & Vilhena, E. (2024). Understanding the Role of Brand Attachment in the Automotive Luxury Brand Segment. Administrative Sciences, 14(6), 119. https://doi.org/10.3390/admsci14060119
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
Ranaweera, C., & Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14(4), 374–395. https://doi.org/10.1108/09564230310489231
Ribeiro, H., Barbosa, B., Moreira, A. C., & Rodrigues, R. (2024). Customer Experience, Loyalty, and Churn in Bundled Telecommunications Services. Sage Open, 14(2). https://doi.org/10.1177/21582440241245191
Ruggieri, R., Savastano, M., Scalingi, A., Bala, D., & D’Ascenzo, F. (2018). The impact of Digital Platforms on Business Models: an empirical investigation on innovative start-ups. Management & Marketing, 13(4), 1210–1225. https://doi.org/10.2478/mmcks-2018-0032
Senyo, P., & Osabutey, E. L. C. (2020). Unearthing antecedents to financial inclusion through FinTech innovations. Technovation, 98, 102155. https://doi.org/10.1016/j.technovation.2020.102155
Shetty, K., & Fitzsimmons, J. R. (2022). The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY’s in the luxury branding sector. Journal of Fashion Marketing and Management: An International Journal, 26(1), 21–35. https://doi.org/10.1108/JFMM-09-2020-0208
Suh, B., & Han, I. (2003). The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce. International Journal of Electronic Commerce, 7(3), 135–161. https://doi.org/10.1080/10864415.2003.11044270
Sun, H., Dai, Y.-Y., Jeon, S.-S., Lee, R., Wang, H., Shi, X., Sun, L., & Wang, Y. (2024). The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness - For Chinese consumers of Korean cosmetic brands -. Heliyon, 10(16), e36030. https://doi.org/10.1016/j.heliyon.2024.e36030
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Theng So, J., Grant Parsons, A., & Yap, S. (2013). Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding. Journal of Fashion Marketing and Management: An International Journal, 17(4), 403–423. https://doi.org/10.1108/JFMM-03-2013-0032
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
Valette-Florence, R., & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications En Marketing (English Edition), 35(1), 84–110. https://doi.org/10.1177/2051570720905703
Wu, J.-C., Tsai, P.-H., Tang, J.-W., & Chen, C.-J. (2024). Do Store and Brand Attachments Influence Customer Loyalty? Evidence From Migrant Workers in Taiwan. Sage Open, 14(1). https://doi.org/10.1177/21582440241234794
Yan, C., Siddik, A. B., Yong, L., Dong, Q., Zheng, G.-W., & Rahman, M. N. (2022). A Two-Staged SEM-Artificial Neural Network Approach to Analyze the Impact of FinTech Adoption on the Sustainability Performance of Banking Firms: The Mediating Effect of Green Finance and Innovation. Systems, 10(5), 148. https://doi.org/10.3390/systems10050148
