The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention

https://doi.org/10.35912/jakman.v5i3.3147
Published: Jun 28, 2024

Abstract:

Purpose: This study aims to critically examine the interplay of brand gestalt, brand awareness, and brand image in the rapidly evolving context of ecotourism destinations, addressing the immediate need for insights that can enhance sustainable tourism marketing strategies.

Methodology: A quantitative research design was utilized in this study using survey-based data on 241 respondents who were visitors to ecotourism destinations in North Sulawesi, Indonesia.

Results: This study found that service quality, platform type, shopping convenience, and product quality have a positive influence on consumer satisfaction when shopping online.

Limitations: One potential limitation of the study is that the respondents were limited to customers of online shoppers and college students in North Sulawesi, which may restrict the generalizability of the findings to broader consumer populations.

Contribution: Tourism operators can use the insights gained from this study to enhance their brand strategy. By focusing on building a strong brand gestalt, increasing brand awareness, and fostering a positive brand image, they can effectively stimulate WOM, which is a powerful marketing tool in ecotourism.

Keywords:
1. Brand gestalt
2. brand awareness
3. brand image
4. WOM intention
5. ecotourism
Authors:
1 . Deske W. Mandagi
2 . Lefrand S. Pasuhuk
3 . Sandra J.R. Kainde
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How to Cite
Mandagi, D. W., Pasuhuk, L. S. ., & Kainde, S. J. . (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, Dan Manajemen, 5(3), 161–175. https://doi.org/10.35912/jakman.v5i3.3147
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Issue & Section
Vol. 5 No. 3 (2024): Juni
Articles
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References

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    Achmad, G. N., Pangestu, F., Fitriansyah, F., Surapati, U., & Mahsyar, S. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty. Journal of Critical Reviews, 7(2), 103-109.

    Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism management, 81, 104154.

    Al-Dwairi, R., Harb, Y., & Shehabat, I. (2020). The role of social platforms in establishing brand awareness for B2C e-commerce: Empirical study. International Journal of Business Information Systems, 33(4), 488-504.

    Alexander, G., & Widjaja, W. (2024). Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty melalui Customer Satisfaction sebagai Variabel Intervening Nike. Reviu Akuntansi, Manajemen, dan Bisnis, 4(1), 45-60.

    Alkhawaldeh, A., Al-Salaymeh, M., Alshare, F., & Eneizan, B. M. (2017). The effect of brand awareness on brand loyalty: Mediating role of brand commitment. European Journal of business and Management, 9(36).

    Azzari, V., & Pelissari, A. (2021). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. BBR. Brazilian Business Review, 17, 669-685.

    Baydeniz, E., Ç?lg?no?lu, H., & Sand?kc?, M. (2024). Ecotourism: For a Sustainable Future Future Tourism Trends Volume 1 (pp. 77-89): Emerald Publishing Limited.

    Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294-307.

    Centeno, D., & Mandagi, D. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-24.

    Cheng, B.-L., Cham, T.-H., Cai, Y. F., Chalke, A., & Dent, M. M. (2022). Does Electronic Word-of-Mouth Still Contribute to Boosting Purchase Intention? Understanding the Role of Gender as a Moderator. Paper presented at the International Conference on Emerging Technologies and Intelligent Systems.

    Cini, F., Leone, L., & Passafaro, P. (2012). Promoting ecotourism among young people: A segmentation strategy. Environment and Behavior, 44(1), 87-106.

    Cuong, D. T., & Khoi, B. H. (2022). Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image. Prediction and Causality in Econometrics and Related Topics, 423-433.

    Daneva, A., & Nadda, V. (2023). Community Development Through Ecotourism: A Stakeholder Analysis of Botevgrad, Bulgaria Inclusive Community Development Through Tourism and Hospitality Practices (pp. 20-48): IGI Global.

    Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of marketing, 73(3), 118-134.

    Ezeuduji, I. O., & Mhlongo, P. S. (2019). Tourists’ perceptions of a destination brand image: KwaZulu-Natal, South Africa. African Journal of Hospitality, Tourism and Leisure, 8(4), 1-11.

    Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126.

    Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285.

    Khan, M. M., Siddique, M., Yasir, M., Qureshi, M. I., Khan, N., & Safdar, M. Z. (2022). The significance of digital marketing in shaping ecotourism behaviour through destination image. Sustainability, 14(12), 7395.

    Khurram, M., Qadeer, F., & Sheeraz, M. (2018). The role of brand recall, brand recognition and price consciousness in understanding actual purchase. Journal of Research in Social Sciences, 6(2), 219-241.

    Kurniasih, D., & Elizabeth, E. (2021). Pengaruh Kualitas Pelayanan, Citra Merek dan Getok Tular terhadap Keputusan Pembelian Jasa. Reviu Akuntansi, Manajemen, dan Bisnis, 1(1), 1-8.

    Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business & Management, 7(1), 1787736.

    Li, T. T., Liu, F., & Soutar, G. N. (2021). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management, 19, 100547.

    Liang, S.-H., & Lai, I. K. W. (2023). Tea tourism: Designation of origin brand image, destination image, and visit intention. Journal of Vacation Marketing, 29(3), 409-427.

    Lumeno, M., & Yusrin, N. A. (2024). Pengaruh Viscap Brand Ambassador dan Loyalitas Penggemar terhadap Brand Image Scarlett di Media Sosial Tiktok. Studi Ilmu Manajemen dan Organisasi, 5(1), 55-76.

    Marhareita, C., Kila, I. W., & Mandagi, D. W. (2022). Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256.

    Matthews, L., Hair, J., & Matthews, R. (2018). PLS-SEM: The holy grail for advanced analysis. Marketing Management Journal, 28(1).

    Merce, I. I., Elena, P., Ioan, P., Tiberiu, I., & Milin, I. A. (2017). The principles of ecotourism-indicator for the development of ecotourism destinations. International Multidisciplinary Scientific GeoConference: SGEM, 17, 979-983.

    Molinillo, S., Japutra, A., Nguyen, B., & Chen, C.-H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.

    Pham, H. S. T., & Khanh, C. N. T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image. Tourism Review, 76(5), 1141-1153.

    Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.

    Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469-476.

    Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. jurnal ekonomi, 12(02), 452-464.

    Saidmamatov, O., Matyakubov, U., Rudenko, I., Filimonau, V., Day, J., & Luthe, T. (2020). Employing ecotourism opportunities for sustainability in the Aral Sea Region: Prospects and challenges. Sustainability, 12(21), 9249.

    Syed Alwi, S. F., Nguyen, B., Melewar, T., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882.

    Tešin, A., Kova?i?, S., Jovanovi?, T., Vuji?i?, M. D., & Obradovi?, S. (2020). Ecotourism constraints: What prevents domestic tourists in Serbia from visiting eco-destinations? Journal of the Geographical Institute" Jovan Cvijic", SASA, 70(3), 255-271.

    Thi Khanh, C. N., & Phong, L. T. (2020). Impact of environmental belief and nature-based destination image on ecotourism attitude. Journal of Hospitality and Tourism Insights, 3(4), 489-505.

    Walewangko, J. A., Mandagi, D. W., & Indrajit, I. (2024). Turning Shoppers Into Buyers: How Brand Gestalt Drives Purchase Intention. Studi Ilmu Manajemen dan Organisasi, 5(1), 77-90.

    Wantah, A. M., & Mandagi, D. W. (2024). Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt. Jurnal Informatika Ekonomi Bisnis, 337-343.

    Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of business and Management, 5(31).

    Yurinonica, A. A., & Yusrin, N. A. (2024). Analisis Pengaruh Faktor Produk, Merek, dan Channel terhadap Keputusan Pembelian Konsumen Brand Mixue. Reviu Akuntansi, Manajemen, dan Bisnis, 4(1), 79-93.

  1. Abin, D. G., Mandagi, D. W., & Pasuhuk, L. S. (2022). Influence of brand image on customer attitude, intention to purchase and satisfaction: The case of start-up brand Pomie Bakery. Enrichment: Journal of Management, 12(5), 3907-3917.
  2. Achmad, G. N., Pangestu, F., Fitriansyah, F., Surapati, U., & Mahsyar, S. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty. Journal of Critical Reviews, 7(2), 103-109.
  3. Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism management, 81, 104154.
  4. Al-Dwairi, R., Harb, Y., & Shehabat, I. (2020). The role of social platforms in establishing brand awareness for B2C e-commerce: Empirical study. International Journal of Business Information Systems, 33(4), 488-504.
  5. Alexander, G., & Widjaja, W. (2024). Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty melalui Customer Satisfaction sebagai Variabel Intervening Nike. Reviu Akuntansi, Manajemen, dan Bisnis, 4(1), 45-60.
  6. Alkhawaldeh, A., Al-Salaymeh, M., Alshare, F., & Eneizan, B. M. (2017). The effect of brand awareness on brand loyalty: Mediating role of brand commitment. European Journal of business and Management, 9(36).
  7. Azzari, V., & Pelissari, A. (2021). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. BBR. Brazilian Business Review, 17, 669-685.
  8. Baydeniz, E., Ç?lg?no?lu, H., & Sand?kc?, M. (2024). Ecotourism: For a Sustainable Future Future Tourism Trends Volume 1 (pp. 77-89): Emerald Publishing Limited.
  9. Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294-307.
  10. Centeno, D., & Mandagi, D. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-24.
  11. Cheng, B.-L., Cham, T.-H., Cai, Y. F., Chalke, A., & Dent, M. M. (2022). Does Electronic Word-of-Mouth Still Contribute to Boosting Purchase Intention? Understanding the Role of Gender as a Moderator. Paper presented at the International Conference on Emerging Technologies and Intelligent Systems.
  12. Cini, F., Leone, L., & Passafaro, P. (2012). Promoting ecotourism among young people: A segmentation strategy. Environment and Behavior, 44(1), 87-106.
  13. Cuong, D. T., & Khoi, B. H. (2022). Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image. Prediction and Causality in Econometrics and Related Topics, 423-433.
  14. Daneva, A., & Nadda, V. (2023). Community Development Through Ecotourism: A Stakeholder Analysis of Botevgrad, Bulgaria Inclusive Community Development Through Tourism and Hospitality Practices (pp. 20-48): IGI Global.
  15. Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of marketing, 73(3), 118-134.
  16. Ezeuduji, I. O., & Mhlongo, P. S. (2019). Tourists’ perceptions of a destination brand image: KwaZulu-Natal, South Africa. African Journal of Hospitality, Tourism and Leisure, 8(4), 1-11.
  17. Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126.
  18. Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285.
  19. Khan, M. M., Siddique, M., Yasir, M., Qureshi, M. I., Khan, N., & Safdar, M. Z. (2022). The significance of digital marketing in shaping ecotourism behaviour through destination image. Sustainability, 14(12), 7395.
  20. Khurram, M., Qadeer, F., & Sheeraz, M. (2018). The role of brand recall, brand recognition and price consciousness in understanding actual purchase. Journal of Research in Social Sciences, 6(2), 219-241.
  21. Kurniasih, D., & Elizabeth, E. (2021). Pengaruh Kualitas Pelayanan, Citra Merek dan Getok Tular terhadap Keputusan Pembelian Jasa. Reviu Akuntansi, Manajemen, dan Bisnis, 1(1), 1-8.
  22. Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business & Management, 7(1), 1787736.
  23. Li, T. T., Liu, F., & Soutar, G. N. (2021). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management, 19, 100547.
  24. Liang, S.-H., & Lai, I. K. W. (2023). Tea tourism: Designation of origin brand image, destination image, and visit intention. Journal of Vacation Marketing, 29(3), 409-427.
  25. Lumeno, M., & Yusrin, N. A. (2024). Pengaruh Viscap Brand Ambassador dan Loyalitas Penggemar terhadap Brand Image Scarlett di Media Sosial Tiktok. Studi Ilmu Manajemen dan Organisasi, 5(1), 55-76.
  26. Marhareita, C., Kila, I. W., & Mandagi, D. W. (2022). Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256.
  27. Matthews, L., Hair, J., & Matthews, R. (2018). PLS-SEM: The holy grail for advanced analysis. Marketing Management Journal, 28(1).
  28. Merce, I. I., Elena, P., Ioan, P., Tiberiu, I., & Milin, I. A. (2017). The principles of ecotourism-indicator for the development of ecotourism destinations. International Multidisciplinary Scientific GeoConference: SGEM, 17, 979-983.
  29. Molinillo, S., Japutra, A., Nguyen, B., & Chen, C.-H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.
  30. Pham, H. S. T., & Khanh, C. N. T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image. Tourism Review, 76(5), 1141-1153.
  31. Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.
  32. Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469-476.
  33. Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. jurnal ekonomi, 12(02), 452-464.
  34. Saidmamatov, O., Matyakubov, U., Rudenko, I., Filimonau, V., Day, J., & Luthe, T. (2020). Employing ecotourism opportunities for sustainability in the Aral Sea Region: Prospects and challenges. Sustainability, 12(21), 9249.
  35. Syed Alwi, S. F., Nguyen, B., Melewar, T., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882.
  36. Tešin, A., Kova?i?, S., Jovanovi?, T., Vuji?i?, M. D., & Obradovi?, S. (2020). Ecotourism constraints: What prevents domestic tourists in Serbia from visiting eco-destinations? Journal of the Geographical Institute" Jovan Cvijic", SASA, 70(3), 255-271.
  37. Thi Khanh, C. N., & Phong, L. T. (2020). Impact of environmental belief and nature-based destination image on ecotourism attitude. Journal of Hospitality and Tourism Insights, 3(4), 489-505.
  38. Walewangko, J. A., Mandagi, D. W., & Indrajit, I. (2024). Turning Shoppers Into Buyers: How Brand Gestalt Drives Purchase Intention. Studi Ilmu Manajemen dan Organisasi, 5(1), 77-90.
  39. Wantah, A. M., & Mandagi, D. W. (2024). Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt. Jurnal Informatika Ekonomi Bisnis, 337-343.
  40. Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of business and Management, 5(31).
  41. Yurinonica, A. A., & Yusrin, N. A. (2024). Analisis Pengaruh Faktor Produk, Merek, dan Channel terhadap Keputusan Pembelian Konsumen Brand Mixue. Reviu Akuntansi, Manajemen, dan Bisnis, 4(1), 79-93.