Abstract The purpose of this study is to analyze the effect drivers and outcomes of brand engagement in self-concept on luxury bag brands. The primary data collection method used is the questionnaire method with purposive sampling and nonprobability sampling techniques to 120 respondents who have luxury branded bags. Data were analyzed using Covariance-Based Structural Equation Modeling (SEM). The results of this study indicate that Social Media Marketing Social media marketing activities positively affect BESC (Brand engagement in selfconcept).
Oleh :
Sri Vandayuli Riorini
