Building brand love in the retail sector: a study of ambassador personal branding and consumer perceptions at Al-Ikhsan, Malaysia / Aimi Maisarah Awi ... [et al.].

This study explores the impact of ambassadors' personal branding on brand love within the context of Al-Ikhsan Simpang Renggam. By focusing on non-athlete ambassadors as it seeks to address a gap in understanding the relationship between personal branding attributes and consumer emotional attachment to the brand [1]. This study employed a survey method using questionnaires to evaluate ambassadors' personal branding attributes. The questionnaire is adapted from Zhou (2020) which is for Ambassadors’ Personal Brand and Brand Love. [1]. The level of brand love among Al-Ikhsan consumers was assessed using mean scores while the relationship between the two variables was assessed using the Pearson correlation coefficient. A total of 202 participants were surveyed and the details of the customer participated in this study representing the target demographic of Al-Ikhsan consumers by using convenience sampling.