The Role of Customer Brand Engagement and Affective Brand Commitment in Mediating the Relationship between Value Congruity and Brand Loyalty

With the rapid development in the business world, specifically in the cosmetic industry, many opportunities and threats have emerged which challenge business practitioners in their attempt to maintain and win the competition within the industry. This research focuses on the role of value congruity, customer brand engagement and affective brand commitment in developing loyalty towards vegan cosmetic brands. This research is categorized as an associative quantitative study and was conducted in Denpasar City, Bali. The data consists of 167 samples, collected by distributing questionnaires which include open-ended and close-ended questions. The validity and reliability of these questions have also been verified. The analysis technique used is the Structural Equation Model (SEM) and the analysis tool utilized is the SmartPLS 3.0. The research results revealed that value congruity, customer brand engagement, and affective brand commitment have a positive and significant influence on the brand loyalty of cosmetic users in Denpasar City towards vegan cosmetic brands. The results also showed that customer brand engagement and affective brand commitment is capable of mediating the relationship between value congruity and the brand loyalty of vegan cosmetic brand users in Denpasar City.