Brand Advertising Research Articles

Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector

Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector

Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector

Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector

Examining purchase behavior through brand advertising strategy in social media fan pages: The mediating effects of consumer engagement behaviors

Examining purchase behavior through brand advertising strategy in social media fan pages: The mediating effects of consumer engagement behaviors

소비자의 골프 클럽 브랜드 마케팅에 대한 가치 평가가 브랜드 선호도에 미치는 영향 : 골프 브랜드 광고 이미지의 매개효과를 중심으로

The correlation between the consumer"s value evaluation level on the brand marketing of golf club manufacturing and sales companies and the preference of golf club brand and the mediating effect of golf brand advertisement image were verified. From March 21, 2021 to May 25, 2021, 281 men and women who lived in Seoul, Gyeong-gi, and Gang-won areas and had experience in rounding and practice were selected as the subjects of the study. The more consumers who choose and purchase golf clubs appreciate the authenticity, suitability, and sustainability value of the golf brand corporate marketing, the more preference for the golf brand increases, and the mediating effect of the brand advertisement image is further strengthened by repurchase and interest.

Effect of Pop-Up Advertising and Perceived Intrusiveness on Brand Awareness and Advertising Avoidance With Advertising Value As A Moderation Factor

The high usage statistics for Youtube make this social media used by companies for advertising. But society has a different attitude in dealing with online advertising. This research aims (1) to analyze the effect of pop-up ads on perceived intrusiveness; (2) to analyze the influence of perceived intrusiveness on brand awareness; (3) to analyze the effect of perceived intrusiveness on advertisement avoidance; and (4) to analyze the role of advertising value in moderating the influence between perceived intrusiveness and avoidance of advertising. This study is a conclusive quantitative study with 120 respondents.The results of the study found that the more pop-up ads that were considered annoying, causing feelings of annoyance, and the ads were avoided, the higher the level of disturbance felt by respondents (Youtube viewers), the greater the opportunity to avoid ads that appeared, the more disturbances felt, the will attract more attention and web advertising content has a greater chance to be easily remembered by the audience, the value of the advertisement is able to reduce a person's chances of avoiding advertisements for the perceived distraction with the advertisement itself.

Pengaruh Citra Merek Dan Iklan Terhadap Keputusan Pembelian Produk Hand And Body Lotion Marina

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, 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 significantly and favorably influenced customers' decisions to buy Marina hand and body lotion; and (3) Overall, Marina's brand image and advertising significantly and favorably influenced customers' decisions to buy Marina hand and body lotion. Keywords : Brand Image, Advertising, Purchase Decisions and Consumers

The Effect of Using a Celebrity in the Advertisements of Different Brands in the Same Time Period on Consumer Attitudes

Dünyanın her yerinde markalar ürün ya da hizmetlerinin hedef kitleler tarafından benimsenmesini sağlamak adına reklamlardan yararlanmaktadır. Değişen pazar ve tüketici davranışları karşısında reklamlardan en iyi sonucu almak isteyen markalar, günlük yaşam içinde çok fazla uyarana maruz kalan tüketicinin dikkatini çekmek adına reklamlarında ünlü kullanmayı sıklıkla tercih etmektedir. Bu çalışmada da bir ünlünün aynı zaman dilimlerinde birden fazla reklamda yer almasının tüketiciler üzerindeki etkilerini araştırarak, reklamlardaki ünlü desteğinin tüketicilerin onaylanan marka veya ürünlere ilişkin algıları üzerindeki etkisini test etmek amaçlanmıştır.

Influencers with physical disabilities on Instagram: Features, visibility and business collaboration

In the digital world, social media have become important for people with disabilities in terms of communication and visibility. They have also become the ideal place for activism, as they allow the self-representation of disability by the content creators themselves. This social group, traditionally segregated and discriminated against, has seen in these platforms a tool to promote social inclusion and confront the dominant discourse. This paper explores the social media Instagram as a space for communication and visibility of instagrammers with disabilities from Europe and Latin America. The main objective of the research is to analyse the publications of Spanish-speaking influencers with physical disabilities to establish if there are similar characteristics or if there are significant differences in the uses they make of Instagram’s functions and how disability is represented in their profiles. Through quantitative, descriptive, and statistical research, a content analysis was carried out of 400 publications corresponding to 10 Instagram profiles, all of them of microinfluencers and macroinfluencers with physical disabilities who had different types of business collaborations. The results show that disability is visible in 85% of the publications, whether in the photos or videos shared, in the text of the post, hashtags or emoticons, although it predominates to a greater extent in audiovisual content. In advertising, mentions or tags of brands stand out, much more than paid collaboration, which appears as a minority compared to other forms of promotion. The degree of influence is decisive for interactions in the form of likes and views per video or reels. Finally, the use of hashtags on inclusion and social awareness reinforces the importance of these platforms for the social integration of people with disabilities.

The Effect of The Brand Image, Advertising and Social Media Marketing on Purchase Decisions

This study aims to examine the effect of brand image, advertising and social media marketing on purchasing decisions. The sample of this research is the general public who have purchased a Honda motorcycle consumer in Temanggung regency. The sampling method used quota sampling with a sample size of 100 respondents. The analysis tool used is multiple linear regression with the help of the SPSS version 25.0 program. The result of this study indicates that positive and simultaneously effect on brand image, advertising and social media marketing on purchasing decisions. Partially, brand image and advertising have postive and significantly effect on purchasing decisions, but social media marketing has no effect on purchasing decisions.

SIGNIFICADOS SOCIOSSEMIÓTICOS DE ANÚNCIOS PUBLICITÁRIOS

A presente pesquisa tem como objetivo analisar, em perspectiva multimodal, anúncios publicitários no intuito de compreender as contribuições da Gramática do Design Visual para a construção de saberes multimodais e para a formação do leitor e do escritor crítico-reflexivo na escola. Para isso, este trabalho apresenta-se em caráter qualitativo e exploratório e de natureza básica, sendo o corpus formado por seis anúncios publicitários de marcas famosas em contexto de circulação nacional, destacando imagens multimodais digitais que veiculam na web, e traz como arcabouço teórico, principalmente, as postulações de Halliday e Matthiessen (2004) e Kress e van Leeuwen (2000, 2006[1996]).

Integrated STEM activity with 3D printing and entrepreneurship applications

The study presents an integrated STEM activity involving a 3D printer and entrepreneurial problem solving. The study was conducted with 20 high school students who worked in groups to make their own unique kolonya (a traditional Turkish sanitizer), similar to eau de Cologne. They then designed kolonya bottles using TinkerCad before producing them with a 3D printer. After creating their brand, the groups were encouraged to market their products through product label design and brand advertising. Semi-structured interviews were conducted at the end of the study to get the students’ feedback about the activity. The students reported that the activity improved their understanding of chemistry and technological tools. They also wished to attend more STEM activities in their classes because they can make boring classes more enjoyable. The activity presented here was critical in providing teachers with an example of integrating a STEM approach into their lessons and incorporating 3D printing in STEM education. The activity also can help students become entrepreneurial thinkers and understand how chemistry is connected to other disciplines like art, mathematics, or engineering.

Is the Influencer I Follow Human or Robot? The Value of Computer-generated Imagery Influencers to Luxury Brands

Influencer Marketing and Social Media Influencers (SMI) are becoming crucial to the success of brands, and companies can no longer ignore their significant role in shaping consumer attitudes towards brands. Influencer marketing has been traditionally studied and is not a new form of marketing, but with new-age technology, it is constantly evolving and taking a new shape. This article, by way of a case study, aims to study the use of Computer-generated Imagery (CGI) Influencers by luxury fashion brands and its implications for the future of luxury retail and marketing in general. Building upon parasocial relationship theory and narrative transportation theory, we suggest that CGI Influencers are a potentially perfect fit for promoting ‘luxury fashion brands’ as they create the necessary balance between relatable and unattainable that is ideal for the advertising of luxury fashion brands in this new age.

NeuroPsychophysiological Investigation of ASMR Advertising Experience

Aim: The framework of this research is to examine the effects of autonomous sensory meridian responses (ASMRs) sensory/impulse circularity, psychological infrastructure, and the effects of brand advertisements using this technique on consumer behaviors and physiological outcomes such as product attitude, purchase intention, advertisement taste, and perceived visual advertisement esthetics. Materials and Methods: Mixed research method was used in the study, which consisted of consumers with high depressive mood and anxiety level (experimental group) and consumers with low depressive mood and anxiety level (control group). Electrodermal activity measurement and facial reading (facial coding) analysis are two specific neuromarketing research techniques utilized in this research. In addition, consumer attitude scales and psychological scales were employed. Results: According to the results obtained from the findings of the study, the physiological and attitudinal effects of ASMR advertisements do not show significant differences between the experimental and control groups. This is due to the fact that ASMR varies from person to person and has an atypical physiological pattern. Conclusion: The fact that ASMR is an ambiguous and contradictory experience with different physiological profiles due to factors such as causality, connectivity and relativity is consistent with the findings of this research.

The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning

PurposeUnderpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions.Design/methodology/approachTwo experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes.FindingsThe findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia.Originality/valueThis research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.

Analysis of visual signs found in vaseline advertisements

In general, the visual signs have meaning to deliver the messages about the product or service that is advertised to society. This study aims to find out the visual signs and analyze the meanings in Vaseline brand advertisements. To collect the data this study used observation methods. The source of the data was taken from www.vaseline.com website in the form of six body lotion products with various variants. In analyzing the data this study used theory from Saussure (1983: 67) to find out the visual signs in the advertisement, the second theory from Barthes (1961-1974) to analyze the meanings, and the last theory from Cerrato (2012) to analyze the color meaning. The results of this study there are several objects such as pictures and color choices that are found in Vaseline advertisements, also each sign has denotative and connotative meanings which are interconnected.

Pengaruh Brand Ambassador, Daya Tarik Iklan, dan Product Packaging Terhadap Keputusan Pembelian Produk Kosmetik Wardah Exclusive Matte Lip Cream

The purpose of this study was to determine the effect of Brand Ambassador, Advertising Attractiveness and Product Packaging on Purchase Decisionns on Wardah Exclusive Matte Lip Cream cosmetic products (Study on Communities in Kebumen Regency). Data was collected using a questionnaire, using a Likert scale 4. This study took 100 respondents. The method used is purposive sampling. The data analysis technique in this research uses Validity Test, Reliability Test, Classical Assumption Test (Multicollinearity Test, Heteroscedasticity Test and Normality Test), Multiple Linear Regression Test, and Hypothesis Testing (Partial Test / t Test, Simultaneous Test / F Test, and Coefficients determination). Data processing in this study used SPSS (Statistical Package For the Social Sciences) software version 20.0. The results of this study indicate that it is known that the brand ambassador has no effect on the purchase decision of Wardah exclusive matte lip cream cosmetic products. The attractiveness of advertisements does not affect the Purchase Decision of Wardah Cosmetics Exclusive Matte Lip Cream. Product packaging has a significant effect on the purchasing decision of Wardah exclusive matte lip cream. Brand ambassador, advertising attractiveness, and product packaging have a significant simultaneous (together) effect on the Purchase Decision of Wardah Exclusive Matte Lip Cream Cosmetic Products in the community in Kebumen Regency.

Digital transformation in branding building for Vietnam higher education industry

Any industry or any field that wants to be well known they need a right branding and PR strategy. Especially in the era of IT boom and globalization today, branding and communication are becoming more important than ever. It is considered a vital issue that determines the survival of any business. Education is a specific area and brand advertising needs its own strategy. In the context of today’s powerful digital transformation, Vietnam’s universities are making specific plans to begin their own transformations. We assert that digital communication in school brand communication is an important aspect of the digital transformation process at universities. Federating the on-campus digital data is fundamental to planning and executing brand communication programs for universities. Digital transformation plays an important part in improving the quality and efficiency of universities’ operation and their brand communication, whose mission is to showcase their educational achievements, establish competitive advantages and maintain social reputation.

Exploring Factors That Predict Marketing of e-Cigarette Products on Twitter: Infodemiology Approach Using Time Series.

Electronic nicotine delivery systems (known as electronic cigarettes or e-cigarettes) increase risk for adverse health outcomes among naïve tobacco users, particularly youth and young adults. This vulnerable population is also at risk for exposed brand marketing and advertisement of e-cigarettes on social media. Understanding predictors of how e-cigarette manufacturers conduct social media advertising and marketing could benefit public health approaches to addressing e-cigarette use. This study documents factors that predict changes in daily frequency of commercial tweets about e-cigarettes using time series modeling techniques. We analyzed data on the daily frequency of commercial tweets about e-cigarettes collected between January 1, 2017, and December 31, 2020. We fit the data to an autoregressive integrated moving average (ARIMA) model and unobserved components model (UCM). Four measures assessed model prediction accuracy. Predictors in the UCM include days with events related to the US Food and Drug Administration (FDA), non-FDA-related events with significant importance such as academic or news announcements, weekday versus weekend, and the period when JUUL maintained an active Twitter account (ie, actively tweeting from their corporate Twitter account) versus when JUUL stopped tweeting. When the 2 statistical models were fit to the data, the results indicate that the UCM was the best modeling technique for our data. All 4 predictors included in the UCM were significant predictors of the daily frequency of commercial tweets about e-cigarettes. On average, brand advertisement and marketing of e-cigarettes on Twitter was higher by more than 150 advertisements on days with FDA-related events compared to days without FDA events. Similarly, more than 40 commercial tweets about e-cigarettes were, on average, recorded on days with important non-FDA events compared to days without such events. We also found that there were more commercial tweets about e-cigarettes on weekdays than on weekends and more commercial tweets when JUUL maintained an active Twitter account. e-Cigarette companies promote their products on Twitter. Commercial tweets were significantly more likely to be posted on days with important FDA announcements, which may alter the narrative about information shared by the FDA. There remains a need for regulation of digital marketing of e-cigarette products in the United States.

Contributors’ Notes

Contributors’ Notes

Representation of Health Messages in Bear Brand’s Advertisement Series Using Barthes’ Semiotics Analysis

<p>In this digital era, advertisement is a form of communication. Messages can be included in advertisements. One example is the Bear Brand advertisement, which broadcasts health messages during the COVID-19 pandemic. Bear Brand is a milk drink brand. As a brand, it has several advertisements in media. The purpose of this study is to analyze health messages in the Bear Brand New Normal series advertisements. This study uses qualitative research methods. This study analyzes advertisements in the official channel of Bear Brand on YouTube. Purposive sampling is used in this study. This study examines the channel's New Normal ad series. This study employs Roland Barthes' semiotic theory to explain the level of signification of the relationship between the signifier and the signified in the Bear Brand advertisement, as well as to describe the denotative and connotative forms and myths in the advertisement. This study also employs Stuart Hall's representation theory to examine the representation of health messages in advertisements that include both verbal and nonverbal cues. The findings of the study show how health messages are represented in advertisements related to the COVID-19 pandemic.</p>