Branding Activities Research Articles

브랜드 이미지와 고객 만족, 재구매 의도간의 관계 연구

To cope with various changes in consumer consumption patterns, companies are trying to enhance their brand awareness or use marketing to increase their competitiveness. Therefore, companies need to make efforts to gain a competitive advantage by forming a brand image and driving customer satisfaction and repurchase intentions.
 The study aims to analyze the relationship between the brand image of a beauty training institution and the repurchase intentions, such as trainees' satisfaction, linked training, or retraining, and to present the directions and implications necessary to strengthen competitiveness through building competitive advantage and brand activation. To this end, a survey was conducted with a sample of about 280 people training at beauty training institutions in the metropolitan area. Using SPSS WIN 12.0, frequency analysis to identify general characteristics and reliability analysis (Cronbach' a) were performed for each measurement item of variables. Multiple regression analysis and mediation effect analysis were conducted on the relationship between brand image, customer satisfaction, and repurchase intentions.
 The hypothesis was established by dividing the brand image into functional image and symbolic image, and the relationship between the brand image of the training institution along with the satisfaction of the trainees and the intention of repurchase was analyzed. As a result, it was found that the functional and symbolic image of the brand had a positive (+) effect on customer satisfaction, and the affected customer satisfaction had a positive (+) effect on consumer repurchase intentions. The mediated effect of customer satisfaction was partially adopted.
 Although this study has limitations that did not consider all the characteristics of beauty fields such as hair beauty, makeup, skincare, and nail beauty, the importance of brand image was emphasized once again in the environmental change of the beauty industry due to the popularization and specialization of the existing small beauty industry. Furthermore, the brand image will draw more attention, providing the basis for training institutions to be competitive and seek ways to develop the company.

Anies Rasyid Baswedan’s Political Communication in Facing the 2024 Election

This study analyzes how Anies Rasyid Baswedan’s political communication is in preparation for the upcoming 2024 elections. In this study, we used a qualitative strategy that incorporated the Qualitative Data Analysis (QDA) Miner methodology into our content, network, and cloud analysis using the Nvivo 12 Plus software. The results of this study indicate that account intensity also describes how Anies Rasyid Baswedan carries out political communication or branding activities. The @aniesbaswedan account has the most significant overall and quarterly tweet intensity, with 79.65% of tweets having a restoration sub-theme. This account also has the highest power for the total number of tweets. The 2024 election subtheme generated 11.43% of tweets; finally, the political subtheme was 9.52%. In analyzing the contents of information dissemination related to Anies Rasyid Baswedan’s political communication, his account has carried out direct outreach regarding politics in the face of the 2024 election. In the end, social media has become a place to share political information about Anies Rasyid Baswedan

Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

This paper explores the under-researched area of how emerging market dynamics affect brands that take a sociopolitical stance. Our purpose is to gain a deeper understanding of brand activism in emerging markets and its impact on society and brands in the light of the Scandinavian Institutionalism Theory that deals with the changing meanings of ideas during their transition from one place to another. We have conducted in-depth interviews and alternated between literature reviews. Qualitative thematic analysis is used to comprehend the position of brand activism in emerging markets and present insights for future research. From a macro perspective, our insights propose a taxonomy of social impact for brand activism in emerging markets. This study suggests a dynamic and interactive process in which brand activism ideas and practices are circulated across national boundaries and institutional orders, shifting from generalized notions to embedded practices with local meanings.

Pengaruh Brand Activism, Persepsi Konsumen Terhadap Loyalitas Merek: Analisis dalam Konteks Industri Fast Fashion di Jawa Barat

This study investigates the dynamics between brand activism, consumer perceptions, and brand loyalty in the fast fashion industry in West Java. A diverse sample of 250 consumers provided insights into their perceptions and preferences. The study revealed that most respondents had positive perceptions of brand activism initiatives by fast fashion brands, highlighting its resonance with West Java consumers. Regression analysis confirmed a significant positive relationship between consumer perceptions of brand activism and brand loyalty. This research contributes to understanding the impact of brand activism and underscores its potential to drive brand loyalty in culturally diverse markets.

Study of the endogenous and exogenous environment factors of the mall in section of brand positioning

The article examines the influence of the factors of the endogenous and exogenous environment of the mall on the process of implementing the positioning and re-positioning strategy of the brand, as well as their essence in the conditions of the transformation of modern market relations. Considered the need to apply the business model of brand activity and its derivatives in the concept of marketing. A complex of macro-, meso-, and micro-level indicators influencing the current state and prospects for the development of the market of trade and entertainment services within its elements is highlighted. A methodical approach to managing the positioning of the shopping center brand, consisting of five blocks, is identified: creation of signs of differentiation and recognition of the shopping center brand; increasing the level of loyalty of the target audience of the mall; generation of high-quality leads; support of client relations with key stakeholder groups of shopping center; strengthening the capital of the shopping mall brand. A survey of experts of the trade and entertainment market of Ukraine was carried out in order to identify influencing factors on the formation of brand positioning strategies in the field of trade and entertainment services. In light of this, the brand positioning map of the shopping center is described, based on the motivations for making a purchase decision, and the behavioral characteristics of the young segment of the shopping center's target audience are summarized. As a result of the study, it was concluded that in response to the challenges of the exogenous and endogenous environment of the mall in terms of brand positioning, it is necessary to develop solutions based on data of the target audience and implement an agreed solution in terms of blocks: clear brand positioning; a clear understanding of the current behavior of the target audience; a clear strategy of placement in geographical locations and network associations

The Walt Disney Company and Florida’s “Don’t Say Gay” bill

Research methodology This secondary source case is based mainly on legislative documents (that tracked the initiation and progress of the Parental Rights in Education bill that later became an Act), corporate documents (published by The Walt Disney Company) and news articles from publications such as The New York Times and Bloomberg. All sources are cited in the case narrative and as end notes. Case overview/synopsis In April 2022, The Walt Disney Company and its CEO, Robert Chapek, were at the center of a controversy over the company’s opposition to the State of Florida’s Parental Rights in Education bill. The bill, dubbed “Don’t Say Gay” by its critics, prohibited instruction on sexual identity and gender orientation in the state’s elementary schools. The controversy stemmed from Disney’s initial non-reaction to the bill and its later strident opposition and call for its repeal. Chapek was pressured by negative media publicity and employee disgruntlement on the one hand and adverse economic consequences for opposing the bill by the state’s Governor, Ron DeSantis. Chapek and the Board had to respond to the political threats to Disney’s economic well-being while appeasing its employees and other stakeholders who wanted the company to be a corporate champion in diversity, equity and inclusion. Complexity academic level The case is best suited for advanced undergraduate or graduate leadership, strategic management and marketing courses. From a leadership and strategic management perspective, the case is well-suited for demonstrating the evolving expectations of leaders and corporate social responsibility, as well as the concepts of issue framing and nonmarket management. Instructors may also leverage the case in marketing courses (e.g. brand management), as CEO activism (i.e. messaging and practice) is one characteristic of brand activism (Animation Guild, 2022).

BRAND ACTIVATION SEBAGAI BENTUK STRATEGI KOMUNIKASI PEMASARAN TERPADU (STUDI KASUS: HEADSTOCK COFFEE DI BALIKPAPAN)

In the era of the development of information and communication technology, it is very influential in many business fields, one of which is the coffee shop business or often called a coffee shop. The purpose of this research is to find out brand activation as a form of integrated marketing communication strategy (Case study: Headstock Coffee in Balikpapan City). This research method is qualitative with a qualitative descriptive research type. The type of data used in this research is primary data including key informants and informants, as well as secondary data in the form of some literature such as books, journals, and several documents on the internet. Data analysis uses the concept of Miles and Huberman. The results of the research on presenting data on the application of Brand activation as a form of integrated marketing communication strategy at Headstock Coffee in Balikpapan are in the types of Brand activation namely, Direct marketing activation, Social media activation, Promotion activation, Marketing event activation, and Sponsorship activation supported by Integrated theory Marketing Communications (IMC) through several elements of marketing communications. In implementing Brand activation as an integrated marketing communication strategy, product marketing also needs to be strengthened so that Headstock Coffee's coffee shop business looks equal and even stands out from its marketing tool, namely Soundsreal space.

Relational Capital & Media Brands

Continuing a research program studying new metrics for relational capital, this paper reports on a new analysis of media brands, both traditional and newer entrants. Relational capital is a key aspect of the knowledge assets or intellectual capital of the firm. Unlike human capital (job-related knowledge) or structural capital (knowledge incorporated into the firm itself), relational capital has to do with external relationships. Specifically, knowledge about handling external relationships, especially those with customers. Relational capital is not a widely studied topic in knowledge management (KM) or intellectual capital (IC), including potential metrics. Brand equity, on the other hand, is an idea from another field that is well-known and much studied. While not the same concept as relational capital, it is clearly related as brand equity comes from a history of customer interactions and the value of the relationships built by the firm. Better knowledge of what satisfies customers plays an obvious role in building brand equity. But brand equity does not have a single, recognized method for calculation. Annual reports and rankings from marketing consulting firms routinely provide estimates of brand equity for high-value, well-known brands. Most of the other brands, not so much. Even so, if we know the brands with the highest equity values and can tie some additional metrics to that status, we can begin to uncover the level of customer knowledge held by individual firms and, by extension, relational capital in a wider variety of organizations. This study focuses on a brand sentiment analysis, using commercial software from Salesforce Social Studio. The web-scraping software collects mentions of a brand (or any keyword) across the web, not only social media but reviews, aggregators, and other sources of brand commentary. From that capability, an assessment of the brand’s meaning to users can be assessed at a point in time. In particular, this study looked at established media brands (New York Times, Wall Street Journal, etc.) and new media brands (Buzzfeed, Techcrunch, etc.) over a three-month period in early 2023. Data were collected on brand activity (volume), sentiment (positive/negative), sources, influencers, country of origin/language, and other indicators, including the variance of all the above measures. From there, comparisons can be made across the more established brands and the developing ones, as well as to high-equity brands from other industries (covered in other studies). As noted, some suggestions can then be made concerning what metrics to track over time to assess the ongoing value of relational capital.

Investigating employer branding with mediation of trust and moderation of social media branding

OBJECTIVE: Drawing on Edgar Schein’s cultural model and the social identity theory, this study attempts to establish an empirical relationship between organizational culture and employer brand with mediation of organizational trust and moderation of employer social media branding. METHODS: The study, being quantitative in nature, used survey method to collect data from 106 employees of public sector universities of Pakistan. A conceptual framework was developed where we tested direct relationship between culture and brand using linear regression. The mediating role of trust and moderation of social media branding were tested with Jamovi statistics. RESULTS: The results suggest that organizational culture has a significant positive relationship with employer brand. Moreover, organizational trust mediates this relationship and employer social media branding emerged as a moderator. CONCLUSION: The study has multidimensional theoretical and practical contributions. It recommends that organizations should use multi-layered culture as an essential tool to develop and improve their employer brand, which can prove a source of attracting quality talent in the modern talent intensive market. This way, organizations can prove themselves as the best places to work. Further, organizations can strengthen their employer brand by improving the trust level between management and employees, and they can harness the matchless power of modern social media for their employer branding activities.

소비자는 브랜드 액티비즘을 통해 경험하는 인지부조화를 어떻게 극복할까? : 이슈에 대한 브랜드- 소비자 입장 일치 여부와 브랜드 동일시를 중심으로*

소비자는 브랜드 액티비즘을 통해 경험하는 인지부조화를 어떻게 극복할까? : 이슈에 대한 브랜드- 소비자 입장 일치 여부와 브랜드 동일시를 중심으로*

Consumer responses to sustainable product branding strategies: a literature review and future research agenda

PurposeThis literature review aims to synthesise the research on various sustainable product branding activities and their impact on consumer responses to sustainable products and brands.Design/methodology/approachThis literature review is semi-systematic and can be classified as a domain-based review. The search strategy was systematic and well-defined.FindingsThe authors identified four themes: building brand equity, brand communication, product development and third-party labels and ratings, within the sustainable product branding activities that influence consumers' responses to sustainable products and brands. The study's findings revealed diverse, and not always favourable, types of behavioural and attitudinal responses from consumers. As for the positive consumer responses, the authors found positive attitudes towards brands, willingness to pay a premium price and positive word-of-mouth intentions. As for the negative consumer responses, the authors found perceived greenwashing, negative brand evaluations and resistance to sustainable products with unfamiliar third-party labels. Several future research propositions and implications for research and practice are discussed.Originality/valueDespite the large number of studies that look at sustainable branding strategies, there is a gap in terms of synthesising the knowledge on consumer responses to sustainable product branding strategies. This paper intends to fill this gap.

Application of Branding Through Product Photography To Develop Digital-Based MSMEs In Medokan Semampir, Surabaya

Many MSMEs do not understand the importance of branding, especially those involving social media. MSME actors should start taking advantage of ongoing technological developments for product branding. Lack of understanding about the importance of digital branding is also compounded by the lack of ability to produce quality, eye-catching product photos for digital branding purposes. In digital branding, product photos are very important to show brand identification and be able to attract consumers. Therefore, this community service activity was carried out with the intention of helping Medokan Semampir UMKM actors carry out digital branding activities through product photography. Community service is carried out through counseling, training, and assistance in making product photos. The results of the product photos are used for digital branding on social media. It seems that product photography is still not easily accepted because there are several MSME actors who are not familiar with the technology of the world of photography. In terms of taking product photos, MSME actors still need the help of the millennial generation to determine the proportionality of a photo. However, each MSME itself has been able to assess the use of the background and properties that are suitable for their products.

EFFECTIVENESS OF BRANDING OF INTERCOMPANY COOPERATION IN THE CONTEXT OF ECONOMY DIGITALISATION

The research is devoted to the development of scientific and practical recommendations for the realisation of branding of interfirm cooperation in the conditions of digitalisation of the economy. In order to assess the effectiveness of branding in interfirm cooperation, a scientific and methodological approach is proposed, according to which the process of substantiation of the decision of the management concerning the choice of a variant of branding for each enterprise-participant and interfirm interaction, in general, takes place on the basis of a combination of periodic marketing research of brand recognition and construction of an economic and mathematical model of branding. The approach is based on the following statements: several enterprises that can interact are involved in production and trading activities; coherence of inter-firm interaction can have different length and number of participants, cover different functions (supply (S), production (P), logistics (L), trade (T)); at least one participant in inter-company interaction is involved in the branding process; brand effectiveness is assessed on the basis of brand awareness based on periodic market research. The research focuses on the branding processes that arise from the inter-firm interaction of participants in production and trade chains. The subject of the research is the theoretical, methodological, organisational and applied aspects of the implementation of branding in inter-firm interaction in the context of the digitalisation of the economy. The research methodology includes various theoretical and practical principles and positions from economic theory, macroeconomics, microeconomics, systems theory, leading studies in the fields of management theory, marketing and management of marketing activities, and branding. The following methods were used throughout the research: economic generalisation, abstraction, systematisation, analysis and synthesis – to establish theoretical and methodological foundations and to clarify the concepts of "brand", "branding" and "production-trade chain"; classification – to define the content of the branding; economic-statistical and historical analysis, abstract-logical methods – to identify and analyse the impact of existing communication and information technologies on the development of Ukrainian branding; marketing research methods – desk analysis, expert evaluation and online surveys to develop an evaluation methodology for the effectiveness of inter-firm branding in production and trade chains; scientific abstraction – to establish a comprehensive approach to building the mechanism of inter-firm branding in production and trade chains; graphical and tabular methods – for the visual presentation of theoretical and analytical research results; methods of integral calculus and economic analysis – to formulate scientific and practical approaches to making strategic decisions about inter-firm branding in the context of the digitalisation of the economy. The aim of the research is to deepen theoretical and methodological positions and to provide practical recommendations for the implementation of branding in inter-firm interaction within production and trade chains. Conclusions of the study: the comprehensive approach to building the mechanism of interfirm branding combines conceptual approaches to branding and the concept of forming interfirm interaction for the implementation of branding in one of its variants; the application of a comprehensive approach to building the mechanism of inter-firm branding makes it possible to consider the interrelationship and mutual influence of production and trade activities and to achieve a synergistic effect from the use of branding throughout the entire production and trade chain; the implementation of the mechanism of inter-firm branding is reflected in a scientific-practical approach to making strategic decisions on branding in production and trade chains. This approach emphasises the importance of branding activities at each stage of product creation and promotion, based on branding algorithmisation, and provides specific recommendations for all participants in the chain, resulting in increased effectiveness of their marketing activities.

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

To compel people to bring about social change, activist brands must develop moral competency to ensure that they are perceived as authentic. However, there is limited research on the processes underpinning brands’ moral competency development. Furthermore, prior research on authentic brand activism has largely conceived of brands as singular entities as opposed to networks of diverse actors. Consequently, little is known about how inter-organisational collaborations influence brands’ moral competency development and ability to engage in authentic activism. We address this gap by presenting a case study of Nike, Inc./Wieden+Kennedy campaigns from 2017 to 2021 centred on women’s empowerment and of controversies from this period surrounding discrimination of female employees at Nike, Inc. By locating brand activism within the advertising client–agency relationship, we develop a cyclical model of activist brands’ moral competency development. Our model highlights that moral competency is not a static feature of brands but develops dynamically, and we identify the mobilisation of interactional expertise as a key driver of moral competency development. Furthermore, our model shows that a brand’s moral competency is not developed by a single organisation but through inter-organisational collaborations. We also demonstrate the challenges emerging from these collaborations and develop practical implications for activist brands.

Anomali Pergeseran Filsafat Hukum Terhadap Keadilan Korban Pemegang Hak Merek Pada Bisnis Online Shop

The purpose of this study is to analyze the justice that should be received by victims of trademark rights holders, especially in the online shop business based on the legal philosophy aspects of Indonesian trademark law which adheres to a "first to file" system, so that those who register first are those who are entitled to ownership. a brand. The method used in this research is a normative research method using a statutory and case approach using primary legal materials and secondary legal materials using legal material collection techniques in the form of library research by collecting various books and journals related to the topic in this study as a reference. The results of this study are to explain the importance of the principle of proportionality which is an alternative solution for holders of rights to electronic brands (e-commerce), and to provide legal protection based on the first-to-file principle system given to registered trademark rights holders who have good faith, are preventive in nature nor repressive. In order for any anomaly in the shift in legal philosophy towards the rights of trademark holders to have legal protection, particularly trademark law in Indonesia, the trademark registration itself must be registered with the Ministry of Law and Human Rights-Directorate General of Intellectual Property Rights, so that it is registered in the General Register of Marks and their owners. the actual brand will receive a trademark certificate as proof of rights and ownership of the product trademark. Therefore, the conclusion of this study is to explain the importance of justice and protection for victims of brand rights holders, especially in the online shop business

Speedy activists: How firm response time to sociopolitical events influences consumer behavior

AbstractOrganizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or other stakeholders. Here we investigate consumers' impressions of firms that respond quickly or slowly to sociopolitical events. Using data scraped from Instagram and three online experiments (N = 2452), we find that consumers express more positive sentiment and greater purchasing intentions toward firms that react more quickly to sociopolitical issues. Unlike other types of public firm decision making such as product launch, where careful deliberation can be appreciated, consumers treat firm response time to sociopolitical events as an informative cue of the firm's authentic commitment to the issue. We identify an important boundary condition of this main effect: speedy responses bring limited benefits when the issue is highly divisive along political lines. Our findings bridge extant research on brand activism and communication, and offer practical advice for firms.

Tokenism in the workplace: does brand activism benefit LGBTQ+ employees in the hospitality industry?

PurposeHospitality firms adopted diverse hiring policies and public declarations of support for LGBTQ+ causes through brand activism. The impact of activism on LGBTQ+ employees’ workplace experiences has been ambiguous. This study aims to examine the hospitality and tourism employees’ perceptions of gay and lesbian leaders as token-hires among hospitality employees and the spillover effect on company’s motives for hiring the leaders. This study further explores LGBTQ+ employees’ reactions to token-hiring as a form of activism, and how workplace interactions as passing/revealing LGBTQ+ individuals shaped their career development.Design/methodology/approachThis research adopted a sequential mixed-methods design. An experiment examines how employees judge gay vs lesbian hospitality leaders as token hires, contingent on their own gender identity. It further tests the conditional mediation of tokenism on company’s egoistic motives for activism. A qualitative study explores the reactions to token-hiring as activism from the perspective of LGBTQ+ leaders who reflect on their own careers and workplace experiences.FindingsTokenism in the hospitality workplace is recognized as the phenomenon attributed to groups at the intersection of identities (e.g. gay men). Findings demonstrate the spillover effect of tokenism perceptions of gay male leaders by other men on company’s egoistic motives for activism. This effect is not observed for a lesbian female leader. Results from interviews suggest that hospitality and tourism LGBTQ+ employees predominantly take the post-gay vs political approach when managing their sexual identities at work and feel ambivalent toward token-hiring as LGBTQ+ brand activism.Originality/valueThis research contributes to understanding workplace challenges of LGBTQ+ employees and how they are perceived by others contingent on gender identity. It also explores the role of tokenism in their experiences.

Brand activism as a marketing strategy: an integrative framework and research agenda

Brand activism as a marketing strategy: an integrative framework and research agenda

Exploring the relationship between car brands and risky driving

PurposeCritical social marketing can play a vital role in countering the consequences of behaviours toxified by commercial marketing. This paper aims to hypothesise that auto sector brand activities may be associated with riskier driving.Design/methodology/approachIn this paper, the authors hypothesised that auto sector brand activities may be associated with riskier driving. UK collision data was examined, focusing on collisions that occurred because of an “injudicious action” (risky or aggressive driving manoeuvres) and analysing this data set by comparing the incidence of vehicle brands involved.FindingsAfter allowing for other effects, a gradient graph illustrated differing associations between vehicle brands and collision rates.Practical implicationsA discussion was offered, adopting the position that if such a problem exists the solutions cannot be left to the sector itself, and that socially responsible interventions may be required. A number of social marketing strategies are proposed including regulatory support, “Truth Campaign” style exposure of commercial damage, and counter-marketing that promotes safe driver behaviour.Originality/valueThis work provides valuable empirical support to the concerns raised by previous workers about the possible effects of automotive sector advertising on driving behaviour. The paper offers a concise discussion of ways forward, concluding with the novel possibility of regulating individual brands as an alternative to sector-wide regulation.

Pemberdayaan Usaha dan Strategi Pemasaran Produk Melalui Kegiatan Branding pada UMKM Kerajinan Bambu di Kelurahan Kepanjenkidul

The country of Indonesia is known for its ethnic, religious, and cultural diversity which makes Indonesia have various kinds of arts and crafts. Various typical Indonesian products are created, starting from a large scale such as industry to a small scale, namely UMKMs. The majority of people in Blitar City have their businesses, both in terms of food and beverages, and crafts. Bamboo is one of the plants that live in Indonesia which can be used for various crafts. Bamboo Craft "Arunika Art" is the subject of research. The purpose of this research is to empower businesses and implement product marketing strategies through branding activities for UMKMs of bamboo handicrafts in Blitar City. The method used is descriptive and qualitative methods.