Mekanisme Psikologis dalam Hubungan Antara Pengangkatan Isu Sosial oleh Brand dengan Loyalitas Konsumen Jangka Panjang
Keywords:
consumer loyalty, social issue branding, psychological moderation, brand authenticity, moral identity, cause-related marketing, corporate social responsibilityAbstract
This research examines consumer loyalty formation toward brands that consistently raise social issues. Synthesis of literature from marketing, social psychology, and business ethics reveals that loyalty develops through sequential stages of attention, credibility evaluation, emotional attachment, and social confirmation. Nine psychological factors moderate the relationship between perceived brand social commitment and loyalty: moral identity, skepticism toward corporate motives, need for uniqueness, personal issue involvement, institutional trust, temporal orientation, reference group pressure, life satisfaction, and political education. Brands successfully building long-term loyalty demonstrate authenticity through consistency between claims and practices while maintaining product quality equal to non-social competitors. Without understanding these moderating factors, social issue marketing strategies may produce outcomes contradicting intended goals.
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