Big Brands Research Articles

Reengaging Customers through Influencer Partnerships Strategies and Outcomes for Big Brands

Reengaging Customers through Influencer Partnerships Strategies and Outcomes for Big Brands

Six strategies to building successful communities in the Metaverse

To be successful in today’s persistent, connected virtual marketplaces, marketing managers will need a new strategy. For years, marketers have felt that communities existed to serve business needs — but in the metaverse, brands will need to court consumers. For a new generation of ‘Virtual Natives’ new technologies are raising expectations of how brands need to show up in these worlds. As a consultant to some of the world’s biggest brands, Catherine D. Henry shares the recipe to getting it right.

Analysis the Special Nodes of E-commerce Platforms Based on the Background of "Double Eleven" Marketing

As a result of the recent outbreak, it would appear that the "Double Eleven" shopping festival has entered its mature phase, with consumer behaviors gradually becoming more rationalized and customer enthusiasm gradually decreasing. The purpose of this study was to analyze how Pinduoduo can reform and improve its marketing campaigns in order to better boost the desire of people to buy and move the economy forward in the midst of a slump. This study came to the conclusion that consumers' willingness to buy will be influenced by quality-assured and diverse products, cost-effective prices, easy-to-play and easily accessible offers, and close user relationships. On the other hand, the proliferation of newly emerged content platforms and live e-commerce will further occupy the e-commerce platform market and squeeze users' space. As a consequence of this, the only way to improve a company's reputation and brand image, as well as improve the process of corporate transformation and upgrading, and increase consumer stickiness, is to consistently attract big brands, expand digital operations, and serve a diverse range of consumer wants.

The dynamics of esports crowdfunding campaign success: a social exchange perspective

Esports—a professionalized, commercialized, and spectatorial form of video game competition—is a burgeoning industrial sector that has relied on entrepreneurial community support and multi-platform media distribution modalities to catalyze its growth. In particular, the esports industry is increasingly turning towards grassroots crowdfunding to gain access to financial resources that can be used to facilitate tournament prizes. However, what remains unclear is which factors contribute to grassroots esports crowdfunding campaigns’ success. We used social exchange theory to identify important social and economic attributes that may influence the outcomes of esports crowdfunding projects. For methods, we scraped crowdfunding data from Matcherino using Octoparse 8. A total of 14,497 esports crowdfunding projects were analyzed by using multiple regression analysis, as well as robustness checks that were estimated through machine learning techniques. We find that equal distribution of prize rewards, the endorsement of big brand sponsors, and genres of games significantly influence the success of esports crowdfunding. This contributes to our theoretical understanding of 1) the process of esports crowdfunding campaigns as a complex mechanism that incorporates financial incentives and social values, 2) esports as an emerging industry that is institutionalizing, 3) the heterogeneity of genre-based community, and 4) the importance of distributive justice of prize rewards for organizing grassroots esports tournaments and events. Furthermore, we discussed methodological implications regarding the use of econometrics approach and machine learning for future crowdfunding and esports research as well as managerial implications for esports entrepreneurs, esports teams and organizations, and sponsors and investors in terms of developing strategies tailored to the dynamics of esports communities.

Setting the Research Agenda of the eSports Revolution

A titan of popular culture and commerce, the positive trend lines of eSports audiences, participation and commercial output run counter to those of many traditional sports. Despite the reluctance of the uninitiated to consider them ‘sports,’ eSports continues to evolve, grappling with similar issues emerging from advancements in technology, ethics, inclusion, and the incursions of brands into this identity-driven entertainment industry. These issues and more warrant the attention of sports management scholars. Thus, a deeper scholarly understanding is achieved through examining a diverse range of perspectives, including understanding eSports players themselves, how they interact, the health and wellness challenges they face, and how the industry is impacted by the necessary commercial involvement of big brands. In synthesizing these insights with traditional sports management knowledge organisations, brands, and policy makers can contribute to fostering an industry that has captured the interests of many millions across the globe.

Influences of Customers Nostalgic Proneness on Their Brand Cognition Based on the ABC Model of Attitude

As the economic environment and social culture change dramatically, nowadays there are numerous opportunities for the nostalgic brand in China to regain competitive advantages. Grounded on the affective, behavior, and cognition (ABC) model of attitude, this paper aims to clarify the relationship between customers nostalgic proneness, purchase intention, and brand cognition to explain the mechanism of nostalgic consumption. Taking the big white rabbit brand as an example, a structural equation model was used after the constructs were empirically confirmed by reliability and validity tests. Customers nostalgic proneness is found to be positively correlated with their brand cognition and the nostalgic brand is advised to fully exert its potential.

Strategi Bersaing UMKM Toko Roti dan Kue di Kecamatan Bontang Utara Kota Bontang Selama Pandemi Covid-19 dan Pasca Pandemi Covid-19

Toko Ria Rasa Cake & Bake, Toko Nanis Cake & Bakery, and Samabread are the local UMKM located in North Bontang District, Bontang City. The purpose of this research is to find out and determine the appropriate competitive strategy for the three UMKM. This type of research is qualitative. Sources of research data are key informants and supporting informants. Data collection techniques in research are interviews and observations. The analysis technique used is SWOT analysis (IFAS, EFAS, SWOT Analysis Diagram, and SWOT Matrix). The result and conclusion from this research is that the target to be achieved is to open branches or shops in other places to expand the market. The products that are sold vary widely, ranging from sweet to salty, and there is bread made from natural ingredients without chemical food ingredients. The price of each bread also varies, which can cover various economic groups. The three UMKM do not mind the existence of competitors with big brand names as long as these brands can compete healthily. Strategies to survive during the Covid-19 pandemic are almost the same as maximizing online sales on social media, carrying out safe packaging by spraying disinfectants, and shipping using your courier or courier from outside. The strategy resulting from mapping the SWOT matrix for the three UMKM is the SO strategy.

Indonesians’ Greenwashing Perception Towards Fast Fashion

Nowadays many people are aware of the importance of protecting the environment. The fashion industry became one of the contributors to environmental damage, especially with the emergence of fast fashion which has a shorter life cycle that leads to water pollution, carbon emission, and waste problem. The emergence of criticism makes the fast fashion industry make more eco-friendly products. Unfortunately, many big brands do greenwashing which misleads consumers with their label of “eco-friendly”. That is why this research is done to know Indonesian people greenwashing perception of one of the big fast fashion brands by looking at their gender, age, and education. Using a 5-point Likert scale questionnaire, 86 respondents were gathered. A descriptive analysis was done with the result that both gender females and males have the equal perception of greenwashing. People with the age of 22-32 and 33-40 have more positive greenwashing perception, and people with bachelor’s degree have more positive greenwashing perceptions. The research shows that Indonesian people are aware of greenwashing especially with the young people.

Jeans and their Fashionable Meanings: Revisiting Beverly Gordon's Cultural Conceptual Framework

Jeans and their Fashionable Meanings: Revisiting Beverly Gordon's Cultural Conceptual Framework

Promotion Strategy of Local Artisan-Made Product

Fashion has merged and become one of the main interests for each individual and has a personal meaning according to the personality and taste preferences of each. This holds true for fashionable shoes as well, especially for ladies. Considering how it has evolved, footwear is one of the elements of fashion that reveals the social standing of its wearers. Shoes are no longer merely a basic necessity for human existence, but they are also now inextricably linked to the demands of fashion for the ideal image. Women’s shoes are created in a variety of styles that are characterized by model, color, and shape, whose purpose varies depending on the style they wish to exhibit, along with the evolution of fashion trends. Many women are on the lookout for new shoe improvements that are feminine but also straightforward and comfortable to wear. Privet is thus active as a company involved in fashion, specifically women’s shoes, to meet the demands of the market. The company, which has been operating legally under the name CV. Privet Dwi Sentosa since October 23 2020, are produce the product made by local artisans with a variety of feminine models, however they still seem stylish and comfortable. Each Privet product is embellished with handmade features to give it a special, one-of-a-kind touch. Considering the large opportunity in the market potential and the ability of local craftsmen to produce high-quality products, Privet wants to try to expand sales distribution by offering products directly to consumers by exploring direct-to-consumer promotion strategies based on the customer preferences like many other big brands do to attract the maximum market potential.

The impact of corporate social responsibility authenticity to advocacy behaviors in Vietnam dairy industry: The role of attitude and trust

In recent decades, corporate social responsibility (CSR) has become one of the standard business practices to gain businesses competitive advantages. Witnessing the great success of many businesses implementing CSR, companies are increasingly deploying CSR campaigns while many of those actions do not truly help the environment and society. The act of taking advantage of consumers' interest in CSR to polish the buiness' name has negatively led to an adverse response from consumers, giving them a reason to boycott the untrustworthy brand and showing more wariness toward the term CSR. In that context, a new concept: corporate social responsibility authenticity (CSR authenticity) was born and is increasingly appreciated by consumers when choosing a brand. In addition, some evidence shows that the emotions of customers can also influence their shopping behavior. Therefore, this research surveys customers in the dairy industry in Vietnam, particularly customers of four big brands: Vinamilk, TH True Milk, Dutch Lady, and Nestle to examine the relationship between the new concepts: of CSR authenticity, and advocacy behaviors, through the mediated role of two factors: attitude and trust. Using structural equation modeling (SEM), the results show that CSR authenticity has a positive impact on consumers' advocacy in both ways: directly and indirectly through customer attitudes and trust. Through these results, the authors aim to raise awareness about the importance of authenticity while doing CSR as well as provide advice on how to organize an effective CSR campaign.

ПАРТИЗАНСЬКИЙ МАРКЕТИНГ ЯК ЕФЕКТИВНИЙ СПОСІБ ПРОСУВАННЯ ПІДПРИЄМСТВА

Rivalry in the business environment continues to gain momentum - hundreds and even thousands of new enterprises and companies appear on the market every day. Some of them are aimed at improving the performance of their offline activities, while others specialize in online activities. As a result, it becomes increasingly difficult to purchase quality goods at the optimal price, and if you take into account the presence of big brands with huge budgets and capabilities, the use of some channels to attract buyers becomes at least ineffective. Given the large amount of "advertising noise", business entities increasingly turn to guerilla marketing methods in order to attract the attention of as many consumers as possible. The concept of guerrilla marketing includes a set of various innovative advertising tools aimed at obtaining a large effect with a small budget. Given the fact that these tools are increasingly used by practitioners, there is almost no scientific discussion about this concept. Therefore, the purpose of this article is to study the effectiveness of the use of guerilla marketing methods by modern enterprises, as well as to follow current trends in this direction. To achieve the outlined goal, the authors used the fundamental provisions of economic theory, the theory of economic intermediation, and the modern concept of marketing. This work describes the evolution of guerilla marketing as an attempt to attract the attention of recipients for relatively low costs using the effect of surprise. "Guerrilla" marketing campaigns are activities that go beyond the generally accepted methods and means of advertising communications and product promotion. "Guerrilla" marketing is based on psychological influence on the consumer's subconscious. Specialists claim that our reticular activating system, which acts as a filter for our perception, can be reprogrammed, which is exactly what subliminal marketing does. The model of the interaction of perceptions, feelings, behavior, and thoughts is based on the assumption that thoughts affect all the remaining elements of the model, including, and behavior. With the help of rare statistical data, an attempt is made to demonstrate the economic effectiveness of the use of guerilla marketing techniques in the activities of business entities and directions for further research in this direction are also outlined.

Product extension or channel extension – a case of Cronos Industries Pvt Ltd.

Learning outcomes The primary learning objectives of the case are described below:1) Understanding the start-up market segment for an innovative product.2) Analyse the market expansion and diversification strategies of a start-up.3) Evaluate the business expansion through introduction of new product variants or through envisaging new distribution channels. Case overview/synopsis Cronos Ltd. was Iyer's first business endeavour after completing his Master of Business Administration (MBA). Iyer had aspired to be an entrepreneur since he was a youngster. In 2015, a first-generation entrepreneur with full conviction, he entered a market that was tough for a novice to access. Despite several challenges and uncertainties, he persisted and ventured into the company on the edge of extinction with a concept for affordable sanitiser sachets. Strong willpower, but no background, guidance or finances have made him struggle at each stage of his journey. He made this possible as he had understood the need for a specific lower-income segment of customers who could afford to buy the sanitiser sachets for as low as INR1 ($0.013). Until 2021 he was selling through the GT channel in central and western regions of India. He had planned for product extension by introducing three new products in the FMCG sector with manageable finance needs. Meanwhile, he had gotten an offer to enter into the MT channel to compete with big brands in the Gujarat region. Iyer needed substantial funds to expand his business in the MT channel and had to offer equity partnership to the investor, who would invest in the business. Complexity academic level Graduate and post-graduate in the topics of segmentations and market expansion in the marketing management subject. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Lebanese Pharmaceuticals and Healthcare Industry: Investing in the Pharmaceutical Industry to Promote Exports

Compared to importation, the pharmaceutical production in Lebanon is still weak. The generics prescription is neglected according to the medicines of origin as only big brands dominate the Lebanese market. Despite the agreements between Lebanon and other Arab countries, the nature of the regulatory environment in the latter is likely to be a substantial obstacle that prevents the access of the Lebanese medicines to the markets of the Arab countries. On the other hand, the development of a new market access remains a necessity for increasing the volume of pharmaceutical exports. This paper aims to demonstrate, based on the Lebanese market analysis the significance of supporting local pharmaceutical manufacturing since it contributes as a primary factor in reducing the cost of the medical bill for citizens, public institutions, and payers. The paper concludes with a set of recommendations to strengthen the pharmaceutical sector as well as to stimulate and develop the local production of pharmaceutical medications.

Content-Strategy as Effective Tool of Brand-Communication in Conditions of Economic Challenges

Effective brand-communication shaping is connected with continuous search for rational solutions in the chain of ‘brand-customer’ interaction in direct promotion of goods and services of the company as a whole. Insufficiency of resources, unstable market situation in conditions of social and economic restrictions caused by COVID-19 pandemic and deepening crisis in global community and in the country could result in redistribution of businessprocesses in the direction of growing advert-marketing communication in business. It is necessary to involve new target groups, extend impact zones taking into account the departure of some big international brands from the home market and creation of favorable conditions for regular effective communication with customers (target audience) in the future. The article studies lines that are used by media community today and identifies the following key tools, which can improve quality of brand-communication at the expense of providing better customer experience, building long-term effective advert and PR-communication: CRM-marketing, company site optimization, development and implementation of content-strategy that could interest customers and shape or adjust effective exchange communications.

IS MARKETING THE SOLUTION FOR SMALL AND MEDIUM ENTERPRISES? POST-COVID-19 CASE

ABSTRACT One of the greatest fears in small and medium-sized companies is making expenditures or investments in advertising to encourage purchases and repeat purchases. Small and Medium Enterprises (SMEs) are vulnerable at the beginning to incur expenses due to the nature of the risk of not returning those investments and converting them materially into profits. This study focuses on the investigation of advertising returns on a family owned private limited raw-frozen chicken business during the time of COVID-19. Being a small company in Central America within what is conventionally considered a market led by two multinational companies, it was established that the competitive advantages of the company would be the non-use of hormones, no antibiotics and no forced breeding; since, it is perceived that the big brands do use them. This study did not focus on the marketing used and only on the amounts and their effect on the consumption/purchase of frozen chicken. Is there a positive return for investing in advertising? Keywords small and medium enterprises, marketing, investment.

Penerapan Personal Branding Andini Shidqin Maza sebagai Beauty Influencer Palembang di Media Sosial Tiktok


 The existence of TikTok social media has created a new phenomenon among youth. An influencer is also known as someone who has the ability to influence other people in making decisions to buy a product. TikTok influencers are people who are famous for having a fairly high popularity, namely by having a large number of followers, which is tens to hundreds of thousands. Someone is said to be an influencer because of the large number of followers or fans on TikTok and this can also be seen from the interesting video content that is liked by other TikTok users. Influencers use TikTok to build their personal brand according to their skills and interests. Based on gender, influencers are divided into several types, namely travel influencers, fashion influencers, food influencers, lifestyle/socialite influencers, comedy influencers, and beauty influencers. TikTok @andinishidqin05 has around 56.4K followers and 1.8 million likes (as of July 14, 2022). The author sees Andini Shidqin Maza has something interesting as an influencer. It can be seen from his who has 56.4 thousand followers and can form good personal branding on TikTok so that he can attract the attention of several big brands in Indonesia to use his services as endorsers.
 Keywords: Personal Branding, Social Media TikTok, Beauty Influencer

Penerapan Personal Branding Andini Shidqin Maza sebagai Beauty Influencer Palembang di Media Sosial Tiktok


 The existence of TikTok social media has created a new phenomenon among youth. An influencer is also known as someone who has the ability to influence other people in making decisions to buy a product. TikTok influencers are people who are famous for having a fairly high popularity, namely by having a large number of followers, which is tens to hundreds of thousands. Someone is said to be an influencer because of the large number of followers or fans on TikTok and this can also be seen from the interesting video content that is liked by other TikTok users. Influencers use TikTok to build their personal brand according to their skills and interests. Based on gender, influencers are divided into several types, namely travel influencers, fashion influencers, food influencers, lifestyle/socialite influencers, comedy influencers, and beauty influencers. TikTok @andinishidqin05 has around 56.4K followers and 1.8 million likes (as of July 14, 2022). The author sees Andini Shidqin Maza has something interesting as an influencer. It can be seen from his who has 56.4 thousand followers and can form good personal branding on TikTok so that he can attract the attention of several big brands in Indonesia to use his services as endorsers.
 Keywords: Personal Branding, Social Media TikTok, Beauty Influencer

How Social Media Marketing Activities Influence Brand Loyalty through Brand Identity and Brand Awareness during COVID-19

Social media is great news for businesses and brands in this pandemic situation and at best it can benefit both big and small brands. Once you know the numbers, it’s easy to understand why businesses and consumer marketers unanimously believe that social media is essential to building a brand. Therefore, the purpose of this study is to identify the impact of social media marketing on brand loyalty through brand awareness and brand identity of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners while analyzing the mediate effect of brand awareness and brand identity. The study employs a quantitative research method where the sampling method is followed by a convenience sampling technique, and study data is collected from consumers in the fashion apparel industry in Sri Lanka through the online survey questionnaire with social media users. Based on the samples of 285 respondents, Structural Equation Modelling has been used for analysis. The results showed that social media marketing influenced brand awareness, brand identity, and brand loyalty, and also, brand awareness and brand identity influenced brand loyalty. The findings further prove that brand awareness and brand identity can mediate the effect of social media marketing on customer loyalty which is promoted through social media. As a result, social media marketing has enhanced the brand and consumers can easily remember the brand as the brand visibility on social media platforms increases. Research has shown how fashion apparel consumers interact with the brand through social media and how fashion apparel companies build awareness and identity about their brand when they hear their hiccups by interacting with social media.

Advantages and disadvantages of production quality of Fufang Danshen Prescription based on high-quality Chinese patent medicine evaluation criteria

The big brand of Chinese patent medicine, Fufang Danshen Prescription(FDP), effective in promoting blood circulation, resolving blood stasis, regulating qi, and relieving pain, is wide in clinical application and diverse in dosage forms and products, but its quality and price are uneven, which causes problems for doctors and patients. To clarify the key links and weakness of quality control leading to the quality difference of FDP products, the present study carried out a comprehensive evaluation of the whole production cycle of FDP based on the "high-quality Chinese patent medicine evaluation criteria" and analyzed the advantages and disadvantages of production and quality of different FDP products according to scores. The results showed that the scores of various products in the "raw materials selection" varied greatly. The highest score(S1) and the lowest score(S2) differed by more than 3 times, indicating that different manufacturers had inconsistent requirements for the selection of raw materials, leading to fundamental differences in the quality of raw materials. The scores in the "production process" varied slightly, with an average score of 66.8%. The manufacturer S8 obtained the highest score(84.0%), which indicated the emergence of intelligent manufacturing production. The scores(with the average score of 44.0%) in the "quality control" were lower than those of the previous two items, which was attributed to the fact that most FDP products only met the "qualified" benchmark required by the 2020 edition of Chinese Pharmacopoeia, and their consistency and high quality were both uncontrollable. The scores in the "post-marketing research" were the lowest(with an average score of 28.5%), and most manufacturers were scored 0, which reflected little attention paid. Only a few brand manufacturers were scored acceptably and they were willing to carry out relevant research on post-marketing evaluation. The evaluation results demonstrated the key links and weakness leading to the production and quality differences of FDP from different manufacturers. It is expected to improve the quality of FDP, promote the formation of the "high quality and good price" mechanism, and provide information for the centralized procurement of governments.