Affects Brand Image Research Articles

Social Media Marketing’s Effectiveness on Purchase Intention Mediated by Brand Image and Trust

Background: Marketing has created a potential industry in the fisheries sector. It has gotten within the realm of digital marketing, among others. Currently, social media is used for advertising fishery products online (Social media marketing). Aim: This study aims to ascertain how social media marketing initiatives affect brand image, consumer trust, and intention purchasing items. Method: Explanatory quantitative research is used in this study. The whole fishery e-commerce customer base that has followed fisheries' Instagram profiles makes up the population of this study. Due to rounding from 398, the samples for this study contained 398 respondents. The major data for this study came from the findings of the questionnaire distribution. The secondary data, however, was gathered through books, the internet, literature, and periodicals. Findings: To improve consumers' intention in purchasing products, businesses must focus on social media marketing initiatives, brand perception, and consumer confidence in Fisheries E-Commerce in Jakarta.

Pengaruh Bukti Fisik terhadap Citra Merek pada Hotel Amaroossa Grande Bekasi

Physical evidence is one of the important things that can improve customer impressions in using the services provided. Therefore, in running its business, the Amaroossa Grande Bekasi hotel must pay attention to the physical evidence of the hotel so that it is always in good condition, starting from the interior and furniture to the facilities available at the hotel. That way, the impression or perception of guests staying at the hotel will increase and will later create a brand image of the hotel. The purpose of this study is to find out whether physical evidence affects brand image at the Amaroossa Grande Bekasi Hotel, and the method used is a quantitative method with data collection techniques using questionnaires, observations, and literature studies. The number of samples in this study is 100 people who stayed at the Amaroossa Grande Bekasi Hotel. From the calculation of the coefficient of determination (R2), it is known that the effect of physical evidence on brand image is 42.6%. While the results of the t-test calculation obtained the value of tCount>tTable, namely 8,526>1,984 with a sig value of 0,000<0,05, meaning that H1 is received and H0 is rejected. Therefore, it can be concluded that the physical evidence variable has an effect significantly to the brand image at Amaroossa Grande Bekasi Hotel.

Does Green Marketing Communication Affect Brand Image and Customer’s Purchase Desire?

The study aims to clarify the relationship between the active level of green marketing communication towards brand image and customer’s purchase desire, and examine brand image as a mediator between the green marketing communication, partially towards purchase desire. Green marketing communication consists of green action communication, green food communication, and green donation communication. This study is conclusive research and deployed the questionnaire method. The research population is the end customers who have done transactions at the green-concept food and beverages industry, live in Jabodetabek, and earn above the provincial minimum wage. The study provides empirical insight that active level of green marketing communication partially and significantly give a positive impact to brand image and customer's purchase desire. The study also proves that brand image significantly acts as a mediator between green marketing communication and purchase desire. As the research limitation due to the chosen population, the result may lack generalisability. Hence, researchers are encouraged to test the different propositions further. The study includes implications for practitioners in the food and beverage industry to improve their brand image and customer’s purchase desire by conducting green marketing communication actively. Currently, most practitioners are more focused on doing green marketing activities to affect business. This paper fulfills the need to study how the communication of green marketing affects brand image and customer’s purchase desire in food and beverages industry. Keywords: green marketing communication, green action communication, green food communication, green donation communication, brand image, purchase desire

The impact of brand ambidexterity on the three dimensions of the brand (case study: pak brand in dairy industry of guilan, north of iran)

Today, brand is a strategic requirement for organizations, which allows the creation of greater values for customers and sustainable competitive advantages of companies. Creating a strong brand in the market is the primary goal of many organizations. A strong brand can build up customer confidence for the purchase of goods and services, giving them a greater appreciation of the intangibles. Given the importance of the brand in marketing studies, this paper was conducted to investigate the effect of brand ambidexterity on brand performance and commitment. The research population consists of all customers of Pak brand in Rasht, Iran. Since the population size was not known, a sample size of n= 384 people was selected using the Cochran's formula for infinite population as well as Krejcie & Morgan table to ensure sampling adequacy. Structural equation modeling (SEM) using partial least squares (PLS) method were also used for data analysis. The results show that brand ambidexterity (exploitation and exploration) affects brand performance. The results also suggested that brand performance affects brand image, brand reputation and brand commitment.

Creating the customer-based brand equity through the viewpoints of technology inspiration and functional attitude theory

This study contributes to understanding the mediating and moderating processes that link technology management with brand equity accumulation through the function of attitudes. Two- and three-ways moderated model linking image/video integration and utilitarian functions to the strength of the relationship between technology inspiration and attitudes. Further, drawing on brand equity and attitude theory, our multiple mediation model posits that (1) the value-expressive attitude influences the social-adjustive attitude through the hedonic function, and (2) perceived quality may affect brand image and advance customer brand loyalty. Data from 642 visitors engaged in Kinmen culinary experience support this proposed model. Implications for theoretical and managerial practice are discussed in the final section. • New technology as a newly predictor of culinary brand equity. • A mediation-moderation empirical model was used to exams the proposition. • Value-expressive influences the social-adjustive through the hedonic function. • Perceived quality may affect brand image and advance visitor brand loyalty. • Data from 642 visitors engaged in culinary experience support this proposed model.

신선식품 쇼핑플랫폼 품질 요인이 소비자 태도, 브랜드이미지 및 소비자의 재구매 의도에 미치는 영향에 관한 연구

The purpose of this study is to investigate the influence relationship between the five quality factors (information, system, service, product, delivery), consumer attitude, and brand image provided by the fresh food shopping platform to increase market share, and to investigate the effect of consumer attitude and brand image on consumer repurchase intention. As a research method, a survey was conducted targeting consumers who had experience purchasing fresh food through a shopping platform, and SPSS 22.0 was used as the analysis tool. As a result of the study, first, among the quality factors of shopping platform, information, system, product, and delivery quality had a significant positive (+) effect on consumer attitude, but service quality did not affect consumer attitude. Second, it was verified that only system quality did not affect brand image among quality factors. Third, it was confirmed that consumer attitude and brand image had a significant positive (+) effect on repurchase intention.

친환경 커피전문점 경영방식과 브랜드 이미지, 고객 만족, 재방문 의도와의 영향 관계

Purpose The purpose of this study was to understand the relationship between the management method of eco-friendly coffee shops and the influence of brand image, customer satisfaction, and revisit intention. Methods To achieve the purpose of this study, the population was Koreans with experience in using domestic coffee shops operated by eco-friendly management methods, and the sample was selected as Koreans in their 20s or older who visited coffee shops operated in Seoul and Gyeonggi-do. The survey was conducted online for about 21 days from April 26 to May 15, 2020, and 363(99.2%) of 366 questionnaires were used in the final analysis. Rsults The results revealed that eco-friendly coffee shop management affects brand image, customer satisfaction, and revisit intention, and the brand image also has a significant effect on revisit intention. Also, customer satisfaction had a significant effect on revisit intention. Conclusion This study suggested that managers and marketers who run eco-friendly coffee shops can improve the brand image and customer satisfaction of companies through eco-friendly service, product development, and efficient marketing methods, and ultimately increase their intention to revisit

An Analysis Of Communication Celebrity Endorsement On Brand Image

The main objective of this study is to propose a conceptual model to assess whether persuasive messages can lead to acceptance in the form of information provided by Instagram social media opinion leaders, and, also, the extent to which messages on products and services affect brand image recommended by celebrity endorsement. Communication helps managers to do their jobs and responsibilities. Communication serves as the basis for planning. Celebrity endorsement are used as a common corporate communication strategy to build brand image. Advertisers believe that the use of celebrity endorsement affects advertising effectiveness as well as on purchase intention and repurchase. The study used a quantitative approach using 241 samples from clothing consumers using multiple linear regression processed with SPSS 25. The results of this study found that there was a significant and positive influence of celebrity endorsement on clothing companies brand image. Celebrity endorsement play an important role in improving clothing companies brand image with the endorsement method carried out by celebrity endorsement proven to be able to give a positive impression on the brand image in the eyes of consumers, especially on social media Instagram.

The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users

This study aims to find the impact of social media influencers on brand awareness, brand image, and trust in their sponsored content. For this purpose, influencers’ traits were divided into intrinsic and extrinsic characteristics to measure their impact more accurately. Hypotheses were formulated, and a close-ended questionnaire was distributed to quantitatively analyse the effect of social media influencers. In total, 327 responses were collected for analysis. The results indicated that social media influencers’ perceived intrinsic characteristics positively impact the level of brand awareness, and perceived extrinsic traits positively affect brand image, and trust in sponsored content. The research measures consumer reactions to influencer marketing among social media users. It contributes to overall knowledge about social media influencers` impacts on users through implications of attitudinal persuasion knowledge and self-perception theory. The findings shed light on the implications of social media influencers` traits in relation to how the sponsored brands and influencers` content are perceived by customers. DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.88-114

Measuring halal cosmetics consumers among Indonesian women

This study aims to determine the effect of Halal Certification, Celebrity Endorser, and Price on Purchase Decisions of Halal Cosmetic Products through Brand Image as an Intervening Variable case study on Maybelline consumers in Salatiga City. The object of this research is consumers of Maybelline cosmetic products in Salatiga City, with a sample of 100 people using a convenience sampling technique. The analysis method in this study uses path analysis. The results of the T-test show that the Halal Certification and Celebrity Endorser variables do not affect Brand Image. In contrast, the Price variable positively and significantly affects Brand Image. Halal certification has a negative and significant effect on Purchase Decisions, and Celebrity endorsers and price have a positive and significant effect on Purchase Decisions. Path Analysis test results show that Brand Image cannot mediate the effect of Halal Certification and Celebrity Endorser on Purchase Decisions. In contrast, Brand Image can mediate the effect of Price on Purchase Decisions.

Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Dimediasi oleh Brand Image pada Produk Jasa Pembiayaan Kredit Mobil

The purpose of this study was to determine the role of brand image in mediating word of mouth and product quality in the purchase decision of PT Maybank Finance's Jambi car loan service product. This research method is descriptive quantitative. This research was conducted using simple random sampling method. Researchers distributed questionnaires to 100 respondents who were customers of PT Maybank Finance in Jambi. The data analysis technique in this study uses Partial Least Square (PLS) with SmartPLS version 3.0 PLS software. The results showed that word of mouth had no effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Word of mouth does not affect brand image. Product quality has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. In conclusion, positive or negative word of mouth will not affect Maybank Finance's decision to buy an unsecured car. Brand image is unlikely to influence word of mouth on purchasing decisions. Brand image can effectively mediate product quality on purchasing decisions.
 
 Keywords: Brand Image, Purchase Decision, Product Quality, Word of mouth

COVID-19으로 인한 위험지각이 항공사 브랜드이미지 및 브랜드 충성도에 미치는 영향: 국내 항공사를 중심으로

This study empirically investigated whether the perception of Corona 19 risk significantly affects brand image and brand loyalty at a time when air travel is seriously shrinking due to the pandemic that started in 2020 and has continued to the present. The survey was conducted on 220 travelers who used the Busan Gimhae International Airport domestic flight for 26 days from March 5th to March 30th, 2022. Of these, 214 valid questionnaires were used for the final analysis.BR As a result of analysis using the SPSS win 22.0 program, it was found that the perception of economic, physical, and social and psychological risks due to COVID-19 did not significantly affect the brand image. Similarly, each risk perception factor did not significantly affect brand loyalty. On the other hand, it was found that brand image had a positive (+) effect on brand loyalty. The reason for this result is that, due to the situation in which no infection has occurred in the plane so far, concerns about infection in the plane of air travelers are reduced, which is why it is judged that the Corona 19 crisis factor and brand image and brand loyalty are considered irrelevant.BR This study is expected to provide empirically analyzed literature suggesting the importance of continuous national quarantine policy compliance and safe in-flight service for the recovery of air travel stagnation due to COVID-19.

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach.

Social media has changed the marketing phenomenon, as firms use social media to inform, impress, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among consumers to continue using the firms’ products and services. The current exploratory study aimed to examine the effects of social media marketing activities on brand equity (brand awareness and brand image) and repurchase intention of high-tech products among Chinese consumers. The study used a cross-sectional design, and the final analysis was performed on 477 valid responses that were collected through an online survey. Partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis were performed. The obtained results revealed positive and significant effects of trendiness, interaction, and word of mouth on brand awareness. Customisation, trendiness, interaction, and word of mouth were found to positively affect brand image. Brand awareness and brand image were found to affect repurchase intention. The results of multilayer ANN analysis suggested trendiness as the most notable factor in developing brand awareness and brand image. Brand awareness was found to be an influential factor that nurtures repurchase intention. The study’s results confirmed the relevance of social media marketing activities in predicting brand equity and brand loyalty by repurchase intention. Marketing professionals need to concentrate on entertainment and customisation aspects of social media marketing that can help to achieve brand awareness and image. The limitations of study and future research opportunities are presented at the end of this article.

Do competitiveness and corporate social responsibility affect brand image? A case study of Vietnamese financial leasing companies

Financial leasing companies in Vietnam have been established for more than 20 years. However, little is known about the determinant factors of the brand image of these companies. This study aims to measure the associated factors of the brand image of financial leasing companies in Vietnam by employing a cross-sectional study from March to June 2021. An online survey using Google Forms has been sent via email to 350 people, including directors, deputy directors, relevant heads of departments, and employees of financial leasing companies in Vietnam. A total of 298 participants agreed to participate in the survey (the response rate is 85.1%). The Cronbach’s alpha of every factor is higher than 0.8 (ranges from 0.824 to 0.949). Confirmatory Factor Analysis (CFA) results show that the values of Composite Reliability are all higher than 0.7 and ones of Average Variance Extracted are all higher than 0.5, which assure the reliability and validity of the scale. Structural Equation Model (SEM) has been applied, and model fit indexes have been calculated to test the research hypotheses. The findings show that cooperate social responsibility positively affects the brand image of financial leasing companies in Vietnam. Moreover, the result confirms the mediating role of enterprise strategy and operational efficiency for companies’ competitiveness and brand image. These results indicate that managers at finance leasing companies and stakeholders should have suitable policies to increase competitiveness and corporate social responsibility for the sustainable development of financial leasing companies in Vietnam. AcknowledgmentThis paper is a collaboration between the School of Business and Economics and the Institute of Theoretical and Applied Research of Duy Tan University. The authors thank the leaders of the two institutions for helping to make the research cooperation successful.

Product Purchase Decision Analysis from Bittersweet by Najla Dessert Box

The development of the food and beverage business sector has great opportunities in Indonesia. Bittersweet by Najla is the pioneer of the first and very famous dessert box in Indonesia. Bittersweet by Najla's ability to see this business opportunity brought the dessert box business to be famous and in demand by consumers. Online sales of Bittersweet by Najla have increased due to the momentum of the Covid-19 outbreak, so Bittersweet by Najla has greatly benefited during the pandemic. This study aims to analyze the factors that influence the decision to purchase dessert box products through brand image. Factors that are thought to influence brand image are the marketing mix and electronic word of mouth (EWOM). The study was conducted on 375 respondents who were selected by volunteer sampling, with criteria over 17 years old, domiciled in Jabodetabek and have purchased a product at least once during the last six months through an online shopping application. Data was collected by distributing online questionnaires. Data were analyzed using descriptive analysis and SEM-PLS using the SmartPLS application. The results showed that the majority of the 375 respondents studied were female by 57.07 percent, dominated by the age of 20 to 30 years (generation Y) at 76.80 percent. The majority of respondents' education level is strata one by 78.40 percent, while in occupations the dominating occupation is 60.53 percent of private employees. Based on the results of the study indicate that the marketing mix affects brand image and purchasing decisions. EWOM also influences brand image and purchasing decisions. In addition, brand image significantly influences purchasing decisions. The managerial implication that can be implemented is by implementing the STP strategy, which makes it easier for millennial consumers to acquire products and improve services for all online shopping applications by implementing promotions according to the momentum. Implementation of the 4C marketing mix strategy, increasing the role of EWOM and improving the brand image function. Keywords: brand image, dessert box, EWOM, marketing mix, purchase decision.

A Study of The Effect of Brand Ambidexterity on Brand Performance, Brand Reputation and Brand Commitment (Case Study: Kaleh Brand in Iran)

Today, brand is a strategic requirement for organizations, which allows the creation of greater values for customers and sustainable competitive advantages of companies. Creating a strong brand in the market is the primary goal of many organizations. A strong brand can build up customer confidence for the purchase of goods and services, giving them a greater appreciation of the intangibles. Given the importance of the brand in marketing studies, this paper was conducted to investigate the effect of brand ambidexterity on brand performance and commitment. The research population consists of all customers of Kaleh brand in Rasht, Iran. Since the population size was not known, a sample size of n= 384 people was selected using the Cochran's formula for infinite population as well as Krejcie & Morgan table to ensure sampling adequacy. Structural equation modeling (SEM) using partial least squares (PLS) method were also used for data analysis. The results show that brand ambidexterity (exploitation and exploration) affects brand performance. The results also suggested that brand performance affects brand image, brand reputation and brand commitment.

The effects of aesthetics on consumer responses: the moderating effect of gender and perceived price

This is a study that focuses on assessing how consumers perceive aesthetics, and determines the mechanism by which aesthetics influence consumer responses. To achieve this goal, two studies were conducted. In study 1, group discussions and direct surveys were conducted to develop an aesthetic measurement scale. The results show that the efficient aesthetic scale is a second order factor of 21 items and four components, including colour, design, style and overall appearance. In study 2, a direct interview with a sample of 384 automobile consumers and using partial least squares structural equation modelling techniques to test the hypotheses of this research were carried out. The results show that aesthetics affect brand image, brand evaluation and purchase intention. Furthermore, the relationship between aesthetics and purchase intention has been moderated by the gender. Important implications are proposed for business managers and marketers in developing brands and enhancing purchasing intention via aesthetics.

PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE PRODUK WARDAH PADA MAHASISWA POLITEKNIK NEGERI UJUNG PANDANG

This study aims to determine the effect of brand ambassador of brand image of wardah products used by students of Politeknik Negeri Ujung Pandang. The problem of this study is that some students feel wardah’s brand ambassadors have not influenced them to use the wardah products. The study is conducted in Politeknik Negeri Ujung Pandang. Based on purposive sampling method, a total number of sample is 83 students of business administration department. Interviews and questionnaire was used to get the data of this study. This study showed that brand ambassador impact significantly brand image of wardah products for students of business administration department. The determination coefficient of this study is 0,36% meaning that the percentage of brand ambassador affects brand image at 36%, while 74% of brand image are influenced by other variables.

Pengaruh Citra Merek Terhadap Loyalitas Perguruan Tinggi Melalui Social Media Customer Engagement dan Kepuasan Pelanggan

This study aims to analyze the influence of brand image on the brand loyalty of private universities mediated by social media customer engagement and customer satisfaction. This research is a quantitative research using nonprobability sampling. 218 students and alumni of a tourism college in Jakarta were used as respondents to fill out the questionnaire. The data analysis method used is Structural Equation Model (SEM). The results revealed that brand image directly has a significant effect on brand loyalty. Social media customer engagement and customer satisfaction are indirect mediators that significantly affect brand image to brand loyalty.

PERAN MEDIASI BRAND IMAGE PADA PENGARUH GREEN MARKETING TERHADAP BRAND LOYALTY (Studi Kasus Pada Pelanggan Starbucks Di Kota Denpasar)

Companies that produce products with environmentally friendly issues have a better imgae brand because the company is considered to care about environmental sustainability. Companies are slowly applying green marketing activities in their various projects as part of social awareness and they are required to reach consumers with green marketing messages in an effort to increase brand loyalty. One of the global companies that applies green marketing is Starbucks. The purpose of this study was to examine the role of brand image mediation on the effect of green marketing on Starbucks brand loyalty. The population in this study were all residents of the city of Denpasar who had shopped at Starbucks. In this study, the sample selection technique used purposive sampling technique with a sample size of 120 respondents. The analysis technique of this research is using descriptive analysis, path analysis and single test. The results of the analysis in this study indicate that green marketing affects brand image, green marketing affects brand loyalty, brand image affects brand loyalty, and brand image mediates the effect of green marketing on brand loyalty. This research is expected to provide empirical support and can be stated to strengthen the results of previous studies.
 Keywords: Green Marketing, Brand Image and Brand Loyalty