•  
  •  
 

Abstract

Despite the growing emphasis on the role of brand gestalt in marketing research, a discernible gap persists in empirical investigations regarding the interplay among brand gestalt, repurchase intention (RI), and customer citizenship behavior (CCB). More precisely, existing studies have yet to delve into the importance of brand gestalt within the distinctive context of traditional products and crafts. Focusing its investigative lens on Noken, a sustainable traditional woven bag with roots in Papua, Indonesia, this study seeks to deepen the understanding of the interplay between brand gestalt and customer behaviors in the context of a cherished traditional product. A research design employing an explanatory causal approach was used, involving the gathering of primary data through a self-administered online survey. This survey gathered responses from 302 individuals in the Papua region of Indonesia who regularly wear and use the Noken in their daily activities. The acquired quantitative data underwent a thorough partial least squares-structural equation modeling (PLS-SEM) to rigorously test the hypotheses and address the research questions. The findings of this study underscore a significant and positive influence of brand gestalt on repurchase intention. Furthermore, it is revealed that the dimensions constituting the brand gestalt wield a significant and positive influence on shaping CCB. The outcomes of this study illuminate the potential for leveraging brand gestalt to enhance customer engagement, loyalty, and active participation within the context of traditional products, thereby laying a foundation for strategic decision-making and future academic investigations. This study offers the inaugural empirical evidence that explores the multidimensional impact of brand gestalt on both RI and CCB within the realm of traditional products.

Download

Share

COinS