The Impact of Corporate Heritage Identity and Organizational Strategy Ambidexterity on Luxury Brand Equity with Mediating Role of Brand Image and Moderating Role of Social Media Marketing Activity

Abstract

The luxury brand industry in Indonesia has experienced significant growth and transformation in recent years. As the economy has flourished, consumers' purchasing power and desire for prestigious and aspirational products have increased. The luxury brand industry in Indonesia, despite its growth, faces significant challenges when competing with overseas luxury brands. Many international luxury brands have established strong footholds and brand recognition, making it difficult for Indonesia luxury brands to gain a competitive edge. Corporate heritage identity, organizational strategy ambidexterity, brand image, and social media marketing activity have all emerged as critical factors influencing luxury brand equity. The luxury brand industry is characterized by its exclusivity, heritage, and aspirational appeal. Luxury brands must find a balance between their rich past and the requirement for strategic flexibility since the dynamic nature of the luxury market necessitates ongoing adaptation and innovation. Additionally, understanding the mediating role of brand image and the moderating effect of social media marketing activity becomes crucial for Indonesia luxury brands to enhance their competitiveness in the luxury market. This study aims to explore the impact of corporate heritage identity and organizational strategy ambidexterity on luxury brand equity for Indonesia luxury brands.