The Effect of Corporate Branding on Loyalty Brand with Emotional Attachment as an Intervening Variable in Millennial Consumers in MS Glow Medan Clinic

Oct 13, 2025 by miodeya.com 129 views

The Effect of Corporate Branding on Loyalty Brand with Emotional Attachment as an Intervening Variable in Millennial Consumers in MS Glow Medan Clinic

In today's highly competitive business world, corporate branding has become a crucial aspect of building brand loyalty, especially among millennial consumers. The MS Glow Medan clinic, a leading healthcare provider in the region, has been at the forefront of innovative branding strategies to attract and retain customers. This study aims to investigate the effect of corporate branding on loyalty brand with emotional attachment as an intervening variable in millennial consumers in the MS Glow Medan clinic.

Research Methodology

The study employed an associative method with quantitative data obtained through primary and secondary data collection. A sample of 207 millennial consumers who visited the MS Glow Clinic in Medan was selected using non-probability sampling with accidental sampling techniques. The analysis included descriptive statistical analysis and structural equation modeling to understand the relationship between corporate branding, emotional attachment, and brand loyalty.

Research Results

The results of the study showed that Corporate Associations, Corporate Activities, Corporate Values, and Corporate Personalities have a significant influence on Emotional Attachments. This means that the way a company is perceived by consumers can affect the emotional closeness they feel towards the brand. Furthermore, the Corporate Associations and Corporate Values were proven to have positive and significant influence on the loyalty brand. However, Corporate Activities showed an insignificant positive effect on brand loyalty. Meanwhile, the Emotional Attachment plays an important role in increasing the Loyalty brand, which shows that consumers who feel emotionally connected with the brand tend to be more loyal.

The Crucial Role of Emotional Attachment

One of the interesting findings of this research is the crucial role of emotional attachment as an intervening variable. This shows that companies not only need to focus on how their brands are communicated, but also need to create experiences that build emotional bonds with consumers. Millennial consumers, known as higher values in experience and relationships, tend to choose brands that can give more meaning in their lives.

With the increasing use of social media and digital platforms, corporate branding must be directed to create interactive and communicative experiences. Involving consumers in conversations and building communities around the brand can increase emotional ties which ultimately contribute to higher brand loyalty.

The Importance of Corporate Branding in Forming Brand Loyalty

Overall, this research emphasizes the importance of corporate branding in forming brand loyalty through the emotional attachment. This is relevant to the MS Glow Clinic in Medan, which must continue to innovate in their branding strategy to meet the expectations of dynamic millennial consumers. Through the right approach, the MS Glow clinic can not only maintain existing customers but also attract new customers in this competitive market.

Implications for the MS Glow Clinic

The findings of this study have significant implications for the MS Glow Clinic in Medan. Firstly, the clinic must focus on creating emotional connections with its customers through its branding strategy. This can be achieved by creating interactive and communicative experiences that involve consumers in conversations and build communities around the brand. Secondly, the clinic must continue to innovate in its branding strategy to meet the expectations of dynamic millennial consumers. This can be achieved by using social media and digital platforms to create engaging content and experiences that resonate with its target audience.

Conclusion

In conclusion, this study has shown that corporate branding has a significant influence on loyalty brand with emotional attachment as an intervening variable in millennial consumers in the MS Glow Medan clinic. The findings of this study have significant implications for the MS Glow Clinic in Medan, which must continue to innovate in its branding strategy to meet the expectations of dynamic millennial consumers. Through the right approach, the MS Glow clinic can not only maintain existing customers but also attract new customers in this competitive market.

Recommendations for Future Research

This study has several limitations that can be addressed in future research. Firstly, the study only focused on millennial consumers in the MS Glow Medan clinic, and future research can explore the effect of corporate branding on loyalty brand with emotional attachment in other demographic groups. Secondly, the study only used quantitative data, and future research can use qualitative data to gain a deeper understanding of the relationship between corporate branding, emotional attachment, and brand loyalty.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as tables and figures]

Limitations of the Study

Future Research Directions

Future research can explore the following directions:

Investigate the effect of corporate branding on loyalty brand with emotional attachment in other demographic groups.
Use qualitative data to gain a deeper understanding of the relationship between corporate branding, emotional attachment, and brand loyalty.
Explore the role of social media and digital platforms in creating emotional connections with customers.
Investigate the impact of corporate branding on customer retention and acquisition.

Conclusion

Q: What is corporate branding, and how does it affect loyalty brand?

A: Corporate branding refers to the process of creating and maintaining a company's image and reputation through various marketing and communication strategies. It can have a significant impact on loyalty brand, as it helps to create emotional connections with customers and builds trust and loyalty over time.

Q: What is emotional attachment, and how does it relate to corporate branding?

A: Emotional attachment refers to the emotional connection that customers feel towards a brand. It is a key factor in building loyalty and can be influenced by corporate branding strategies such as creating interactive and communicative experiences, involving customers in conversations, and building communities around the brand.

Q: Why is corporate branding important for millennial consumers?

A: Millennial consumers are known for their high values in experience and relationships, and they tend to choose brands that can give more meaning in their lives. Corporate branding is essential for millennial consumers as it helps to create emotional connections and builds trust and loyalty over time.

Q: What are some effective corporate branding strategies for millennial consumers?

A: Some effective corporate branding strategies for millennial consumers include:

Creating interactive and communicative experiences through social media and digital platforms
Involving customers in conversations and building communities around the brand
Using storytelling and emotional appeals to create emotional connections with customers
Focusing on values and mission that resonate with millennial consumers

Q: How can the MS Glow Clinic in Medan apply the findings of this study to improve its branding strategy?

A: The MS Glow Clinic in Medan can apply the findings of this study by focusing on creating emotional connections with its customers through its branding strategy. This can be achieved by creating interactive and communicative experiences, involving customers in conversations, and building communities around the brand. The clinic can also use social media and digital platforms to create engaging content and experiences that resonate with its target audience.

Q: What are some potential limitations of this study?

A: Some potential limitations of this study include:

The study only focused on millennial consumers in the MS Glow Medan clinic, and future research can explore the effect of corporate branding on loyalty brand with emotional attachment in other demographic groups.
The study only used quantitative data, and future research can use qualitative data to gain a deeper understanding of the relationship between corporate branding, emotional attachment, and brand loyalty.

Q: What are some potential future research directions?

A: Some potential future research directions include:

Investigating the effect of corporate branding on loyalty brand with emotional attachment in other demographic groups.
Using qualitative data to gain a deeper understanding of the relationship between corporate branding, emotional attachment, and brand loyalty.
Exploring the role of social media and digital platforms in creating emotional connections with customers.
Investigating the impact of corporate branding on customer retention and acquisition.

Q: What are some practical implications of this study for businesses and organizations?

A: The findings of this study have significant implications for businesses and organizations, particularly those that target millennial consumers. By focusing on creating emotional connections with customers through corporate branding strategies, businesses can build trust and loyalty over time and ultimately drive customer retention and acquisition.