Examining the Role of Personality and Brand Experience in Consumer Engagement in Indonesia’s Local Cosmetics Market

Lisnawati Lisnawati (), Harumi Sekar Asih and Ratih Hurriyati
Additional contact information
Lisnawati Lisnawati: Universitas Pendidikan Indonesia
Harumi Sekar Asih: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 587-602 from Springer

Abstract: Abstract This paper aims to examine the extent to which brand experience and personality influence engagement in local cosmetics in the Indonesian context. It further explores the role of the brand experience and brand personality as a dependent variable amidst the relationship of engagement of local cosmetics in Indonesia. This study has used 350 responses collected through an online survey conducted among consumers of local cosmetics in Indonesia. The responses were analyzed using confirmatory analysis and structural equation modeling. The results of the online survey show that brand experience and brand personality positively influence the engagement of local cosmetics in Indonesia. The effects of engagement in local cosmetics in Indonesia are partially affected compared to those directly from the brand experience and personality. This study suggests that the owner of a local cosmetics brand should develop strategies that could increase the levels of brand experience and brand personality because of its effects on engagement outcomes. This research is the first of its kind to examine the effect of brand experience and brand personality on the engagement of local cosmetics in the Indonesian context.

Keywords: Brand Experience; Brand Personality; Engagement (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_69

Ordering information: This item can be ordered from
http://www.springer.com/9789464638172

DOI: 10.2991/978-94-6463-817-2_69

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().