Social Brand Engagement and Purchase Intention: The Role of Brand Awareness and Brand Association

Abstract

New Balance is a well-known sports and lifestyle footwear brand recognized for its product quality, distinctive designs, and comfort. Although the brand has achieved strong global growth, its popularity in Indonesia remains lower than that of several competitors. Previous studies have examined the relationship between social brand engagement and purchase intention, but most have analyzed the mediating roles of brand awareness and brand association separately. This study addresses this gap by integrating both mediating variables into a single model. A quantitative approach was employed using purposive sampling with 140 respondents. Data were collected through a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that social brand engagement significantly influences brand awareness and brand association. Both variables significantly affect purchase intention, while brand awareness also significantly influences brand association. Furthermore, social brand engagement indirectly affects purchase intention through brand awareness, brand association, and their sequential mediation. These findings provide managerial insights for strengthening New Balance's social media marketing strategy.