Tales of Brand Admiration: Insight from Automotive Industry in Indonesia

Purpose – This research aims to understand how to build brand admiration and the antecedent to its impact of consumer behavior in the Automotive Industries. This study is conducted in Indonesia because of its market size, increasing purchasing power, and low car ownership, which makes an attractive automotive marketplace. Methodology – The design is quantitative used a questionnaire was administered to 510 consumers in Indonesia. The data collected were analyzed using partial least square structural equation modeling. Findings – This study finds that an automotive company will have an admired brand if they are able to deliver customer enablement, customer inspiration, and customer excitement. In addition to offering alternate theories for brand management, this study serves as a foundation for further research aimed at enhancing the body of knowledge on brand admiration. This research is expected to provide insight into the importance of making their brand admired, and how to achieve it. Originality – This study also contributes a new perspective around branding. Although there are a lot of benefits that an admired brand can get, the previous study on this topic is very limited, especially in emerging markets such as Indonesia.