Turning Shoppers Into Buyers: How Brand Gestalt Drives Purchase Intention

https://doi.org/10.35912/simo.v5i1.3112
Published: Jun 19, 2024

Abstract:

Purpose: This study aims to investigate the influence of brand gestalt on customer purchase intention in the context of fashion products, addressing the gap in understanding how the 4S brand gestalt dimensions (i.e., storyscape, sensescape, services cape, and stakeholders cape) directly impact consumer purchase intention in an increasingly competitive and dynamic fashion market. Methodology/Approach: This study employed a descriptive, causal, and quantitative research design, and data were collected through questionnaires distributed to 183respondents who were customers of popular fashion brands. The collected data were then analyzed using structural equation Modeling with the assistance of SmartPLS statistical software.

Results/findings: The research findings indicate that all four dimensions of brand gestalt—story cape, senses cape, services cape, and stakeholder’s cape—have a significant positive influence on customer interest in purchasing fashion products.

Limitations: One potential limitation of the study is that the respondents were H&M product customers in Manado, which may restrict the generalizability of the findings to a broader consumer population.

Contribution: The theoretical implications of this study underscore the importance of maintaining a consistent and integrated brand gestalt to enhance consumers’ purchase interest in fashion products.

Keywords:
1. Brand gestalt
2. Storyscape
3. Sensescape
4. Servicescape
5. Stakeholderscape
6. Purchase Intention
Authors:
1 . Jessica Agnes Walewangko
2 . Deske W. Mandagi
3 . Indrajit Indrajit
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How to Cite
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. https://doi.org/10.35912/simo.v5i1.3112
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Issue & Section
Vol. 5 No. 1 (2024): April
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Arikan, E., Kantur, D., Maden, C., & Telci, E.-E. (2016). Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes. Quality & Quantity, 50, 129-149.

    Bhutto, M. Y., Soomro, Y. A., & Yang, H. (2022). Extending the theory of planned behavior: predicting young consumer purchase behavior of energy-efficient appliances (Evidence From Developing Economy). Sage Open, 12(1), 21582440221078289.

    BITNER, M. J. S. (1992). the Impact of Physical Surroundings on Customers and Employees in Journal of Marketing, vol. 56: April.

    Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non?sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626-641.

    Buzova, D., Sanz-Blas, S., & Cervera-Taulet, A. (2021). “Sensing” the destination: Development of the destination sensescape index. Tourism Management, 87, 104362.

    Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380.

    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.

    Dias, J. A., Correia, A., & Cascais, T. (2017). Traits in tourists’ experiences: Senses, emotions and memories. Co-creation and well-being in tourism, 179-194.

    Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of consumer psychology, 14(1-2), 168-180.

    Hair Jr, J. F., Hair, J., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2023). Advanced issues in partial least squares structural equation modeling: saGe publications.

    Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297-1312.

    Herskovitz, S., & Crystal, M. (2010). The essential brand persona: storytelling and branding. Journal of business strategy, 31(3), 21-28.

    Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of interactive marketing, 45(1), 27-41.

    Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of business ethics, 125, 253-265.

    Kauppinen-Räisänen, H., Rindell, A., & Åberg, C. (2014). Conveying conscientiousness: Exploring environmental images across servicescapes. Journal of Retailing and Consumer Services, 21(4), 520-528.

    Kotler, P., Pfoertsch, W., Sponholz, U., & Haas, M. (2021). H2H marketing: The genesis of human-to-human marketing: Springer.

    Langitan, J. S., Rondo, E., & Mandagi, D. W. (2024). The Interplay of Brand Gestalt, Word-of-mouth and Revisit Intention in the F&B Sector. Jurnal Informatika Ekonomi Bisnis, 350-358.

    Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.

    Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020-46034.

    Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).

    Mandagi, D. W., & Centeno, D. D. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.

    Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236.

    Mandagi, D. W., & Sondakh, D. K. (2022). Exploring the Multi-Dimensionality of Tourism Destination Brand Story. African Journal of Hospitality, Tourism and Leisure, 11(6), 2128-2142.

    Mandagi, D. W., Walone, D. C., & Soewignyo, T. I. (2024). Exploring City Brand Gestalt Driver: The Case of Bitung City. Jurnal Ekonomi, 13(02), 808-818.

    Mandagi, D. W., & Wuryaningrat, N. F. (2023). Peran mediasi kepuasan pelanggan pada pengaruh gestalt merek terhadap niat membeli kembali: Studi empiris pada UMKM di Manokwari. Paper presented at the Prosiding Seminar Nasional Forum Manajemen Indonesia.

    Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. Journal of Marketing, 83(6), 21-42.

    Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795-2804.

    Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21, 664-683.

    Rizkitysha, T. L., & Hananto, A. (2022). Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent? Journal of Islamic Marketing, 13(3), 649-670.

    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.

    Taghian, M., D’Souza, C., & Polonsky, M. (2015). A stakeholder approach to corporate social responsibility, reputation and business performance. Social Responsibility Journal, 11(2), 340-363.

    Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). 9(3), 1167-1185.

    Tumober, N. C., Langelo, C. G., Rantung, D. I., & Mandagi, D. W. (2024). Brand Harmony: Exploring How Destination Brand Gestalt Influences Tourist Attitudes, Satisfaction, and Loyalty. Jurnal Ekonomi, 13(02), 404-421.

    Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).

    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.

    Wardhani, W. N., Pratiwi, R., Pambudi, B., Amaniyah, F., & Rohim, F. (2022). Local Uniqueness In The Global Village: Heritage Tourism In Kunir Jepara. Jurnal Abdidas, 3(4), 762-771.

    Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351-369.

    Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359-371.

    Yin, D., Li, M., Qiu, H., Bai, B., & Zhou, L. (2023). When the servicescape becomes intelligent: Conceptualization, assessment, and implications for hospitableness. Journal of Hospitality and Tourism Management, 54, 290-299.

    Zong, Z., Liu, X., & Gao, H. (2023). Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior. Frontiers in Psychology, 14, 1110191.

  1. Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., . . . Alboray, H. M. M. (2023). Satisfaction on the driving seat: exploring the influence of social media marketing activities on followers’ purchase intention in the restaurant industry context. Sustainability, 15(9), 7207.
  2. Arikan, E., Kantur, D., Maden, C., & Telci, E.-E. (2016). Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes. Quality & Quantity, 50, 129-149.
  3. Bhutto, M. Y., Soomro, Y. A., & Yang, H. (2022). Extending the theory of planned behavior: predicting young consumer purchase behavior of energy-efficient appliances (Evidence From Developing Economy). Sage Open, 12(1), 21582440221078289.
  4. BITNER, M. J. S. (1992). the Impact of Physical Surroundings on Customers and Employees in Journal of Marketing, vol. 56: April.
  5. Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non?sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626-641.
  6. Buzova, D., Sanz-Blas, S., & Cervera-Taulet, A. (2021). “Sensing” the destination: Development of the destination sensescape index. Tourism Management, 87, 104362.
  7. Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380.
  8. 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.
  9. Dias, J. A., Correia, A., & Cascais, T. (2017). Traits in tourists’ experiences: Senses, emotions and memories. Co-creation and well-being in tourism, 179-194.
  10. Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of consumer psychology, 14(1-2), 168-180.
  11. Hair Jr, J. F., Hair, J., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2023). Advanced issues in partial least squares structural equation modeling: saGe publications.
  12. Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297-1312.
  13. Herskovitz, S., & Crystal, M. (2010). The essential brand persona: storytelling and branding. Journal of business strategy, 31(3), 21-28.
  14. Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of interactive marketing, 45(1), 27-41.
  15. Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of business ethics, 125, 253-265.
  16. Kauppinen-Räisänen, H., Rindell, A., & Åberg, C. (2014). Conveying conscientiousness: Exploring environmental images across servicescapes. Journal of Retailing and Consumer Services, 21(4), 520-528.
  17. Kotler, P., Pfoertsch, W., Sponholz, U., & Haas, M. (2021). H2H marketing: The genesis of human-to-human marketing: Springer.
  18. Langitan, J. S., Rondo, E., & Mandagi, D. W. (2024). The Interplay of Brand Gestalt, Word-of-mouth and Revisit Intention in the F&B Sector. Jurnal Informatika Ekonomi Bisnis, 350-358.
  19. Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
  20. Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020-46034.
  21. Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).
  22. Mandagi, D. W., & Centeno, D. D. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
  23. Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236.
  24. Mandagi, D. W., & Sondakh, D. K. (2022). Exploring the Multi-Dimensionality of Tourism Destination Brand Story. African Journal of Hospitality, Tourism and Leisure, 11(6), 2128-2142.
  25. Mandagi, D. W., Walone, D. C., & Soewignyo, T. I. (2024). Exploring City Brand Gestalt Driver: The Case of Bitung City. Jurnal Ekonomi, 13(02), 808-818.
  26. Mandagi, D. W., & Wuryaningrat, N. F. (2023). Peran mediasi kepuasan pelanggan pada pengaruh gestalt merek terhadap niat membeli kembali: Studi empiris pada UMKM di Manokwari. Paper presented at the Prosiding Seminar Nasional Forum Manajemen Indonesia.
  27. Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. Journal of Marketing, 83(6), 21-42.
  28. Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795-2804.
  29. Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21, 664-683.
  30. Rizkitysha, T. L., & Hananto, A. (2022). Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent? Journal of Islamic Marketing, 13(3), 649-670.
  31. 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.
  32. Taghian, M., D’Souza, C., & Polonsky, M. (2015). A stakeholder approach to corporate social responsibility, reputation and business performance. Social Responsibility Journal, 11(2), 340-363.
  33. Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). 9(3), 1167-1185.
  34. Tumober, N. C., Langelo, C. G., Rantung, D. I., & Mandagi, D. W. (2024). Brand Harmony: Exploring How Destination Brand Gestalt Influences Tourist Attitudes, Satisfaction, and Loyalty. Jurnal Ekonomi, 13(02), 404-421.
  35. Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
  36. 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.
  37. Wardhani, W. N., Pratiwi, R., Pambudi, B., Amaniyah, F., & Rohim, F. (2022). Local Uniqueness In The Global Village: Heritage Tourism In Kunir Jepara. Jurnal Abdidas, 3(4), 762-771.
  38. Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351-369.
  39. Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359-371.
  40. Yin, D., Li, M., Qiu, H., Bai, B., & Zhou, L. (2023). When the servicescape becomes intelligent: Conceptualization, assessment, and implications for hospitableness. Journal of Hospitality and Tourism Management, 54, 290-299.
  41. Zong, Z., Liu, X., & Gao, H. (2023). Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior. Frontiers in Psychology, 14, 1110191.