Brand Advertising Research Articles

The Research on the Symbol Intention Communication in Dior Advertisements Taking the Dior Joy Perfume Advertisement as an Example

Dior advertisements are an elegant and high-end brand, and they often use various symbols to convey the brands intention. This article analyzes the symbolic intent in Dior brand advertisements to explore the positive and negative effects on consumers and marketing. Starting with an introduction to the development and significance of the Dior brand, the article explains the background and purpose of the study. The article then identifies key symbols, including the brand logo, color, and visual effects, and uses a range of methods such as textual and image analysis to explore the meaning, experience, and visual impact of these symbols on viewers. The article also looks at how these symbols affect the psychology of the audience. Analyzing the use of symbols in Dior advertisements is of great value for understanding the brand image formation and brand communication. Finally, the article discusses the advantages and limitations of using symbolic intent in marketing from the perspective of the research findings, and summarizes the conclusions and results of the study.

THE INFLUENCE OF BRAND IMAGE, ADVERTISING, AND E-SERVICE QUALITY ON SHOPEE FOOD PURCHASING DECISIONS (STUDY ON STUDENTS IN DKI JAKARTA)

This study aims to determine the effect of Brand Image, Advertising, and E-Service Quality on Shopee Food Purchasing Decisions (Study on Shopee food user students in Jakarta). The type of research used is quantitative research using 100 respondents processed using Smart PLS 4.0. The research results show that Brand Image has a positive and significant effect on shopee food purchasing decisions, this is evident through the tcount value of 2.279 and the significance value is 0.015. Advertising has a positive and significant impact on shopee food purchasing decisions, this is evidenced by the tcount value of 8.726 and the significance value is 0.000. E - Service Quality has a positive and significant impact on shopee food purchasing decisions, it is proven by the tcount value of 2.392 and the significance value is 0.021. Brand image, advertising, and E-Service Quality variables have a stimultan effect on Shopee Food purchasing decisions.

Research on Strategies to Enhance the International Communication of Chinese Culture ——Taking Advertisement Translation as an Example

Driven by global development strategies, both domestic and foreign enterprises tend to utilize international brand advertisements to enhance their visibility and expand their global businesses. Since its accession to the WTO, China has experienced rapid development. Therefore, for Chinese enterprises, the appropriate translation of their product advertisements directly impacts commodity sales and consumer’s brand awareness. Building upon intercultural communication theory, this thesis will further analyze the challenges in intercultural communication as perceived by professional translators and explore their specific solutions through a case study. Subsequently, this essay will provide comprehensive insights into strategies and techniques for translating contemporary Chinese local brand advertisements in the context of intercultural communication.

Effectiveness of Color in Gen Z's Decision-Making for Confectionery Brands on Social Media

Colour plays a crucial role in the advertising industry as it can influence consumers' emotions, attitudes, and purchasing decisions. In the case of a Malaysia confectionery brand's advertisement on Instagram, colour can be used strategically to appeal to the target audience and convey the desired message effectively. This research identifies the role of colours that contributes to consumers’ purchasing decisions and evaluates the effectiveness of the colour in enhancing the brand’s presence on social media. A questionnaire was used as the primary research tool to collect data from sixty selected respondents based on their Instagram usage and familiarity with the confectionery brand. The questionnaire consisted of open-ended and closed-ended questions designed to include respondents' attitudes, emotions, and behaviours towards colour in the advertisement. The findings which incorporate quantitative and thematic analysis, show a relationship between colour influencing consumers’ attitudes, emotions, and purchasing decisions. The following colours, red and yellow, were ranked as the most influential colours in consumers’ attitudes, emotions, and purchasing decisions on Instagram. Brown, black and white were classified as the least significant colours. These findings are valuable implications for brand strategists operating in the Malaysian confectionery industry. By understanding the effectiveness of different colour schemes and the emotions and attitudes that different colours evoke in consumers on Instagram, brand strategists can make informed decisions to enhance their brand's presence and impact on social media. This research contributes to the body of knowledge on the role of colour in advertising and provides practical insights for brand strategists seeking to optimise their social media campaigns on platforms like Instagram.

Effect of Green Brand Packaging on Green Brand Image: Mediating Role of Green Brand Association and Green Brand Advertising in the Context of Green Apparel Brand

The notion of green brand packaging in Pakistani textile brands remains very inadequate. Therefore, using the stimulus organism response model (SOR) as a basis, this research examines the influence of green brand packaging on green brand image for the Pakistani clothing sector and determines the mediated role of green brand advertising and green brand association. Purposive sampling was used in the approach to gather data from 446 Pakistani clothing consumers. The questionnaires were delivered to consumers of apparel brands at malls and well-known marketplaces in Pakistan, including Lahore, Karachi, Islamabad, Multan, and Bahawalpur. The investigation was carried out using structural equation modelling with partial least squares. and SPSS. The outcomes of our research demonstrate that green brand association, packaging, and advertising all have an impact on green brand image of apparel brands. A detailed discussion will be held about the results' theoretical and practical implications.

The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision

The purpose of this study was to determine how NCT Dream’s status as a brand ambassador and his or her promotional attractiveness influenced consumers’ purchasing choices. A quantitative, descriptive research design was adopted for this study. The data for this study came from the 385 respondents who answered questionnaires with certain criteria—living in Bandung, Indonesia, being aware of and buying items, and having watched advertising with the brand ambassador. The data were processed using a variety of linear regression analytic techniques. The results of several research demonstrate how advertising appeal and brand ambassadors greatly influence consumer purchase decisions. It has a big impact on consumers’ shopping decisions as a precursor and brand ambassador. Advertising appeal has a big impact on consumer choice.

Research on the Application of Enterprise Brand Advertising Localization in All-media Era

This paper discusses the strategy of enterprise brand to realize advertising localization in the era of all media. Advertising localization means that enterprises customize advertising content in different geographical and cultural backgrounds to better attract and influence local consumers. Specific measures are proposed to address this challenge, including language and cultural adaptation, the use of symbols and images, and the cooperation of local partners and opinion leaders. In addition, through data analysis and adjustment, enterprises can evaluate the effectiveness of advertising in real time and adjust their strategies in time. Through the combined application of these strategies, companies are able to localize their advertising in the all-media era and build stronger connections with local consumers.

Social Media Advertising Influences Customers' Purchase Intention in Generation Z

Spending on social media advertising is expected to reach $207.10 billion in 2023, according to Statista forecasts. This growth in advertising investment in social networks means that brands are changing their global advertising plans in order to increasingly promote their products and services through online advertising, directing their communication to the Z generation that was born to consume content available on social media. This research aimed to investigate how the importance of advertising moderates the relationship between advertising on social networks and consumers' purchase intention. Advertising on social networks is a strategy that can be used to increase the credibility of a brand's promotional message, making advertising more persuasive and credible. The study included 919 respondents, aged between 18 and 26 years, most of whom were female (51.3%). To measure the purchase intention, a composite variable was created, consisting of the four items developed by Duffett (2015). Data analysis revealed that advertising on social networks and the importance given to advertising significantly influence consumers' purchase intention. This data is important for brand managers, advertisers, and marketers because it is clear that purchase intent tends to increase when consumers consider advertising on social networks to be important. Keywords: Social media advertising, purchase intention, advertising importance, Generation Z.

The Influence of E-Wom #Pakaisomethinc in Tiktok Towards Somethinc Consumer Perception

Current study aims to measure the effect of electronic word of mouth (E-WOM) variables on consumer perceptions of the advertisement for the Something brand with the hashtag #PakaiSomethinc on TikTok social media. This research was conducted using quantitative methods with descriptive research types. The sampling technique used in this research is probability sampling with simple random sampling technique. Through sample calculation using the Bernoulli formula, a sample of 385 respondents was obtained. Empirical data were collected through a Google Form-based questionnaire and data were analyzed using the Normality test, heteroscedasticity test, correlation coefficient test, coefficient of determination, simple linear regression. The findings in this study indicate that the electronic word of mouth strategy which includes the quantity, credibility, and quality of information contained in the E-WOM #PakaiSomething strategy on the TikTok platform can significantly influence consumer perceptions. The results of the correlation coefficient test of 0.789 provide an understanding that the relationship between the two variables is included in the "Very Strong" category. Calculation of the coefficient of determination also confirms that the consumer perception variable can be explained or predicted by 62.3% by electronic word of mouth (E-WOM) variables. While the remaining 37.7% (100% - 62.3%) can be explained by other factors not examined in this study. This research is able to make a theoretical contribution to the literature and practically for Something to strengthen its brand and products so that the E-WOM strategy can run successfully and be able to create a positive impression in the minds of consumers

PENGARUH CITRA MEREK, KUALITAS PRODUK, DESAIN DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN BERMOTOR HONDA SCOOPY DI KECAMATAN MAYANG JEMBER

This study aims to determine the effect partially and simultaneously on the variables Brand Image, Product Quality, Design and Advertising on Purchasing Decisions. The data processing method in this study uses data instrument tests, namely: validity and reliability tests, classic assumption tests, namely: normality test, multicollinearity test, and heteroscedasticity test, multiple linear analysis, hypotheses namely: t test and F test, and coefficient of determination, with the help of the SPSS 22 analysis tool. The results showed that the variables Brand Image, Design and Advertising partially had no significant effect on the Honda Scoopy Motor Vehicle Purchase Decision in Mayang Jember District, while the Product Quality variable partially had a significant effect on the Honda Scoopy Motor Vehicle Purchase Decision In Mayang Jember District, and simultaneously the variables Brand Image, Product Quality, Design and Advertising have a significant effect on the Purchase Decision of Honda Scoopy Motorized Vehicles in Mayang Jember DistrictThe Product Quality Variable is the dominant factor in the Decision to Purchase Honda Scoopy Motorized Vehicles in Mayang Jember District..

EFFECT OF HEALTHCARE BRAND ADVERTISING: A STUDY ON MILLENNIUM

It is important to distinguish between health and health care because the latter is commonly believed to be a direct result of the former. It is clear that being healthy involves more than merely being free of illness. A healthy person or group is free from disease and capable of realizing their full potential. Therefore, the best way to view health is as the fundamental basis for defining one's sense of well-being. The pandemic prompted healthcare to transition from the physical to the digital and virtual world, therefore healthcare advertising has grown more consumer-centric in its strategy, interaction, and appeal to the millennium. Advertising, to be precise, is much sought after, yet much maligned tool. Healthcare Brand advertising is about the combination of physical and psychological benefits is the image of the product or brand which differentiates it from the competitive products. The special niche that image has craved for itself the perception of the consumers is its position. Healthcare positioning of a product is, in fact, the image of the product: projected in the perception of the consumers in relation to other products sold by the company and in relation to other competitive products in the market also. Rather a convincing brand proposition strengthens the brand name. This study will focus on Effect of Healthcare Brand Advertising: A Study on Millennium.

Perceived influence of commercial milk formula labelling on mothers’ feeding choices in Great Britain: a qualitative study

ObjectiveTo understand how mothers use commercial milk formula (CMF) labels to inform their feeding choices and explore mothers’ understanding of differences between CMF products.DesignQualitative study with recruitment via social media....

Factors Influencing Consumer Preference Among Beverage Product Brands in Namibia

The primary purpose of conducting this study is to explore the factors that influence consumers’ preferences for beverage product brands in Namibia. The results of the study are useful in providing insights into the market characteristics of the Namibian beverage product brands and that of similar brands produced by other organizations for the Windhoek market. The scope of the study was delimited to the population domiciled in the Windhoek area; as such, the results may not be reflective of the general situation in Namibia because the factors that act in an urban setting may be fundamentally different from those that act in rural settings. This is because the sociology, economic, regional identity, and self-image dynamics of the rural settings are fundamentally different from those in the urban setting. As such, the interaction of the same factors in different sociological and economic environments and where individual perspectives for self-image and prestige are dissimilar can yield completely different results. Furthermore, the study recognizes that Namibia produces many different beverages, but in this study, the investigations were focused on alcoholic brands only. The study revealed that customers always stick to their beer brand. The study revealed there is a relationship between price, taste, packaging and quality, and promotion. The findings also revealed contradictory responses on factors that influence brand switching, where it was revealed that better quality and taste of one’s favorite brand have significant effects on brand choices. Also, the findings show that customers do not switch brands because of advertisements for other brands. Advertising induces brand switching but does not affect the repeat purchase rates of consumers who have just purchased the brand; but is inconsistent with respondents’ responses on advertisements as one of the influential factors on consumer preference where they responded that it is an important factor that influences brand choice. These inconsistent responses in price and advertisement can be interpreted that many customers are satisfied with their favorite brands, and therefore a change of price or advertisements of other brands cannot drive them to switch to other brands. Finally, introducing new brands in the market showed to have a significant impact on brand switching, but this switching does not last long because the switching is meant only for testing the quality of newly introduced brands. Price, flavour, special promotions, packaging and quality, and advertising are crucial factors in beer purchasers’ brand choice selections, according to a study. Breweries should pay adequate attention to these factors in their production processes and marketing plans and strategies to promote them well. Managers of brands should invest in frequent advertising to reduce brand switching and retain customers. Maintaining brand quality and advertising it frequently will keep customers buying the same brand.

The Influence of Brand Image and Advertising Claims on Purchase Decision

The buying decision-making process will be influenced by brands and advertising. The term “brand image” relates to how people view a specific brand, whereas “advertising factors” refers to marketing methods used to sell items. The goal of this study is to determine whether Marina Hand and Body Lotion purchase decisions are influenced by brand perception, whether those decisions are also influenced by advertising claims, and whether those decisions are influenced by both brand perception and advertising jointly, particularly for Gen Z consumers who live in the city of Bogor. 130 respondents were chosen using a purposive selection technique, and the Hair et al. formula was applied. Respondents’ responses provided the information needed. The Statistical Package for the Social Sciences (SPSS), which employs the Multiple Linear Regression Analysis approach, was used to process the 130 respondents’ survey responses. The study discovered that: (1) Brand image significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion; (2) Advertising claims significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion; and (3) Overall, Marina’s brand image and advertising claims significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion.
 ABSTRAK
 Merek dan iklan akan mempengaruhi proses keputusan pembelian. Faktor iklan adalah alat pemasaran untuk mempromosikan produk, sedangkan citra merek merujuk pada bagaimana konsumen melihat merek tertentu. Tujuan dari penelitian ini adalah untuk mengetahui apakah keputusan untuk membeli Hand and Body Lotion Marina dipengaruhi oleh citra merek, apakah keputusan tersebut juga dipengaruhi oleh iklan dan apakah keputusan tersebut dipengaruhi oleh citra merek dan iklan secara bersama, khususnya untuk pelanggan Gen Z yang tinggal di Kota Bogor. Metode pengambilan sampel purposive digunakan untuk memilih 130 responden, dan rumus Hair et al. digunakan. Data yang digunakan berasal dari jawaban responden. Jumlah data yang dikumpulkan dari kuesioner berjumlah 130 orang dan diproses menggunakan Statistical Package for the Social Sciences (SPSS), yang menggunakan metode Analisis Regresi Linier Berganda. Studi menemukan bahwa: (1) Keputusan pelanggan untuk membeli hand and body lotion Marina dipengaruhi secara signifikan dan positif oleh citra merek.; (2) Keputusan pelanggan untuk membeli hand and body lotion Marina dipengaruhi secara positif dan signifikan oleh iklan.; dan (3) Secara keseluruhan, citra merek dan iklan Marina berdampak positif dan signifikan pada keputusan pelanggan untuk membeli hand and body lotion Marina.
 Kata kunci: Citra Merek, Iklan, Keputusan Pembelian, Perilaku Konsumen, e-Commerce

How brand mentions in television advertising affect consumer attention, recall and evaluation

One of the critical success factors of any television commercial lies in the extent to which consumers can correctly link it to the advertising brand. While several studies have underlined the importance of (frequently) mentioning the brand's name to foster such brand linkage, they generally have not accounted for consumers' intrinsic tendency to avoid advertising. Because many consumers divert their attention from a commercial before its end is reached, not every brand mention is going to be observed by everyone, which may severely hamper their impact. In fact, prior academic work has shown that these brand mentions themselves may form an (additional) trigger to skip a commercial prematurely. The current paper brings both literature streams together and models the impact of different types of within-ad brand mentions on 1) consumers' second-by-second decision to skip a commercial or keep watching, and 2) their subsequent ability to recall the brand — conditional on what elements of the commercial they could and could not observe. In addition, as determining the optimal number of brand mentions implies that the right balance needs to be struck between their positive (recall) and negative (loss-of-audience) effects, further input for this decision is provided by also analysing how consumers' opinions and attitudes towards a commercial are affected by in-ad branding. The findings demonstrate that even with just a few second-long brand mentions within a commercial, a better performance in terms of viewer attention and brand recall is achieved compared to having a brand watermark for the commercial's entire duration. It was also concluded that a high number of (aural) brand mentions is better suited to more rational, ‘sales activation’ commercials, while a low number of (visual) brand mentions is preferred for more emotional, ‘brand-building’ commercials.

Food advertising on YouTube channels aimed at children in Brazil.

To analyze food advertising on YouTube channels aimed at children in Brazil and the interaction of the public with this type of advertising. We analyzed the 10 most popular videos from the 25 YouTube most-watched channels with content aimed at children in the country in 2018. The presence of general advertising, food brands and food services was identified. When there was advertising in the videos, the foods and their respective brands were described, the first being classified according to the NOVA system. In cases of advertising of a specific food brand without its product having been displayed or mentioned, the classification was carried out according to the predominance of that company products. The number of visualizations and interactions ("likes" and "dislikes") was also collected. General advertising was identified in 45.6% of videos, while food and food service advertising was present in 12.9% and 1.6% of videos, respectively. Food advertisements were mostly represented by ultra-processed products (n = 30; 93.8%). In channels led by Kid YouTubers, there was a higher frequency of general advertising, food and food services in the videos. In these channels, the advertisements of food in general and ultra-processed foods were respectively 2.79 and 2.53 times higher than in videos of channels not led by Kid YouTubers. The number of times videos were tagged "liked" was higher in videos with food advertising (1.67 × 105) compared to videos without food advertising (1.02 × 105), p = 0.0272. YouTube is a potential medium for children's exposure and interaction with ultra-processed food advertising. The results of this analysis reinforce the importance of enforcing regulations prohibiting children's advertising on this platform.

Çok Uluslu Marka Reklamlarının Küyerelleşme Bağlamında Göstergebilimsel Analizi

With globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to “think globally and act locally” and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.

The Influence of Brand Image and Advertising Effectiveness on Purchasing Decisions for Supermie Instant Noodles in Gresik District

Instant noodles are one of the most popular food products and are widely consumed by the public. In the midst of intense competition in the instant noodle industry, it is important for producers to understand the factors that influence consumer purchasing decisions. The purpose of this study was to identify and analyze the effect of brand image and advertising effectiveness on purchasing decisions for Supermie instant noodles in Gresik Regency. This study uses quantitative research methods. The data collection technique was carried out by distributing questionnaires which were measured using a Likert scale. The data that has been collected is then analyzed with a Structural Equation Model (SEM) based on Partial Least Square (PLS). The results showed that brand image and advertising effectiveness were able to contribute well to consumer purchasing decisions for Supermie instant noodles in Gresik Regency.

Proposed Marketing Strategies for Increase Sales by Increasing Purchase Intention for Vokraf Classes

Abstract : Industry 4.0 may result in the loss of 35% of jobs over the next five years due to the greater utilisation of digitization, as stated by Monovatra Predy Rezky (2019). It is possible that this number will approach 75% within the next ten years. The replacement of human labour by automated technologies and ever-more complicated algorithms is happening at an alarming rate. Because of this, the production process will become more efficient, and there will be a lower need for people in the distribution phase. The transition of industries requires the teaching and retraining of human resources in order to be successful. The technologies of Industry 4.0 require a specific set of skills and areas of knowledge from its users. Vokraf solves these issues by offering lessons in creative sectors to solve individual issues, give possibilities for potential students, and improve online education systems. The purchase intention of Vokraf has been hampered by poor marketing and promotional efforts. It’s possible that the platform is not reaching its intended audience, which may discourage course enrollment. The objective of this research is to determine the factors that influence purchase intent for this company and to recommend marketing strategies that will increase sales of Vokraf class. This study will include both quantitative and qualitative research techniques. As part of the quantitative techniques, a questionnaire will be sent to the respondent who could end up being a customer, the results of this survey questionnaire as supporting data for the author for the study, which was preceded by literature data and internal and external analysis. The result of this research Vokraf purchasing intention factors. Brand Awareness, Advertising, and Sales Promotion strongly affect purchasing intention. Vokraf’s online educational platform must leverage its knowledge to deliver courses that satisfy its target audience’s demands and interests for brand promotion. Vokraf’s online educational platform must meet its target audience’s needs for brand promotion. Vokraf may adjust its social media strategy to its brand, market, and advertising goals. Showcase Vokraf’s engaging personalised lessons. Vokraf may offer many payment and pricing tiers for different consumer groups and budgets to lessen customer financial strain for sales promotion. Vokraf sells personalised education via social media. Cost and payment options allow Vokraf to enrol more students. As internet infrastructure improved, Vokraf increased their online advertising reach. Affordability may diminish market competition. Specialists and customised training help Vokraf compete with other platform.

Suspicious online product reviews: An empirical analysis of brand and product characteristics using Amazon data

Concerns over the authenticity of reviews hinder their usefulness. Consumers discount the information they get from reviews, and this particularly harms brands with high ratings. The authors argue that perceived brand strength, brand advertising effort, price, and sales each act as signals that help positive reviews of a brand seem more reliable. They investigate this by studying Amazon.com reviews of branded products from 16 product categories that have the resources and potential desire to advertise. They examine consumer perceptions of review authenticity as perceived by machine learning algorithms trained on human subjects, as well as by direct perceptions of human subjects during validation. The results indicate that having a strong brand and investment in brand advertising, along with price and sales rank, are valuable to managers since they form a certain protection from suspiciousness.