Distribution of a Soft Drink Brand Communication on Brand Image with e-WOM as a Mediating Role on Indonesians Gen Z

Muhammad Fajar Shiddiqi*, Sin Li, Umaidi Suhari, Zinggara Hidayat, La Mani

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth.

Original languageEnglish
Pages (from-to)85-93
Number of pages9
JournalJournal of Distribution Science
Volume21
Issue number1
DOIs
Publication statusPublished - 2023
Externally publishedYes

Keywords

  • Brand Communication
  • Brand Image
  • Distribution
  • Electronic Word-of-Mouth
  • Gen-Z

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