Brand Associations Research Articles

Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives

Purpose This study aims to explore consumers’ perspectives on how packaging plays a role in their consumption experience and how it contributes to the formation of brand images. By adopting a consumer’s perspective, the authors identify the criteria that consumers apply to evaluate packaging and reveal how packaging relates to consumers’ overall brand associations. Design/methodology/approach Through a sequential exploratory mixed methods design, the authors explore brand packaging of chocolate bars as emotionally laden, well-known fast-moving consumer goods. First, the authors conduct a qualitative focus group study to explore how consumers perceive package design, and how it relates to their brand impressions. Second, the authors test the constructs and attributes with an independent sample through a quantitative survey. Findings The qualitative findings reveal the different roles of packaging and highlight how packaging provides value for consumer experiences not only at the point-of-sale but also during later consumption. More specifically, the authors identify 12 main criteria that consumers use to evaluate packaging. The authors unwrap how packaging is embedded in consumers’ brand image networks by mapping out its connections to other brand associations pertaining to product attributes, the brand itself and personality impressions. The quantitative findings confirm the importance of practical and symbolic packaging criteria and the brand image comparisons. Originality/value Taking a consumer’s perspective, this study contributes to a more holistic understanding of how packaging supports brand building as we reveal the various ways in which packaging relates to consumers’ overall brand image associations. This study further directs attention to the roles that consumers themselves assign to packaging and how they evaluate packaging based on its practical, symbolic and social value.

Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service

The market value of a brand is reflected by brand equity. It signals consumers' recognition and preferability toward certain brands. In a highly competitive market, brand equity becomes crucial as it can lead to customer loyalty and product resilience. Strong brand equity helps a company to stand out among competitors and can significantly influence financial performance by driving higher sales volume and profitability. As more Malaysians shift their lifestyles and become more health-conscious after the COVID-19 pandemic, the demand in the healthcare market has expanded massively. By focusing on the healthcare market, especially on dietetics and nutrition consultation services, this paper seeks to evaluate how brand equity influences consumers’ intention in making purchases. Four dimensions of brand equity will be investigated, consisting of perceived quality, brand awareness, brand association and brand image. A total of 194 data were collected using the convenience sampling method in the Subang Jaya region, Malaysia. The findings of this study showed that perceived quality, brand awareness, and brand association have a positive significant impact on purchase intention for dietetics and nutrition consultation services while brand image was found to be insignificantly influencing purchase intention. This provides insight and implications for the dietetics and nutrition consultation services market and practitioners, especially in formulating their marketing strategies.

Bridging consumer behavior and green marketing in Czech retail chains: Applying insights from Davari & Strutton research

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

Influence of Eco-Friendly Packaging on Customer Loyalty in Japan

Purpose: The aim of the study was to analyze the influence of eco-friendly packaging on customer loyalty in Japan. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the influence of eco-friendly packaging on customer loyalty in Japan reveals that consumers are increasingly valuing sustainability in their purchasing decisions. Studies show that environmentally conscious packaging enhances brand perception, with Japanese consumers viewing companies that use eco-friendly packaging as socially responsible and ethical. This positive brand association significantly boosts customer loyalty, as many consumers are willing to pay more for products packaged sustainably. Additionally, younger consumers in Japan, particularly Millennials and Gen Z, prioritize eco-friendly packaging, linking it to their personal values of environmental responsibility. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) & social influence theory may be used to anchor future studies on the influence of eco-friendly packaging on customer loyalty in Japan. Eco-friendly packaging can be an essential differentiator for brands in Japan, where environmental consciousness is culturally significant. Policymakers should consider incentivizing the adoption of eco-friendly packaging through tax breaks or subsidies, which would encourage more brands to switch to sustainable packaging solutions.

The Influence of Personal Selling and Social Media Marketing on Purchase Behavior Mediated by Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty at PT. Asuransi Bangun Askrida Bandung Branch

The marketing landscape has shifted from traditional to digital approaches, requiring companies to adapt strategies to remain competitive. Askrida, using both personal selling and social media marketing, seeks to boost general insurance production and maintain market share. However, despite these efforts, Askrida lags behind its five main competitors in profit, and general insurance sales remain inadequate, with increasing customer complaints. This study aims to evaluate how personal selling and social media marketing influence consumer behavior at Askrida through brand awareness, brand association, perceived quality, and brand loyalty. Using a quantitative approach, this research collected primary and secondary data through Google Forms questionnaires distributed to 416 non-corporate customers of Askrida Bandung Branch. The sampling method employed was purposive sampling, and data analysis was conducted using SEM-PLS (Partial Least Squares) via SmartPLS software. The findings indicate that both personal selling and social media marketing significantly affect brand awareness, brand association, perceived quality, and brand loyalty. Personal selling impacts purchasing behavior through these mediating variables, though brand awareness itself does not directly influence purchasing behavior. Conversely, social media marketing affects purchasing behavior through brand awareness, brand association, perceived quality, and brand loyalty. Recommendations for Askrida's Marketing Team include enhancing personal selling by improving product information quality through additional training for sales staff and using interactive training materials. For social media marketing, it is advised to update content with relevant and engaging information. Increasing brand visibility and consistency in marketing campaigns, creatively strengthening brand associations, enhancing quality perception through customer testimonials and unique product features, and implementing loyalty programs are crucial strategies for Askrida to bolster market position and consumer loyalty. This study also notes that the findings may not be generalized to all digital marketing activities and suggests further research with additional variables and a more in-depth evaluation of effectiveness.

Pengaruh Brand Awareness, Asosiasi Merek, Persepsi Kualitas dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Wardah.

This research aims to investigate the impact of Brand Awareness, Brand Association, Perceived Quality and Perceived Price on Wardah cosmetic purchasing decisions among the general public in Purwokerto, using non-probability sampling techniques and involving 124 respondents. The research variables include four independent variables, namely the influence of Brand Awareness, Brand Association, Perceived Quality, Perceived Price Qualityice one dependent variable, namely purchasing decisions. The method used in this research is quantitative research and distributing questionnaires to representative respondents, namely respondents who have used Wardah products and live in Purwokerto. This questionnaire technique uses a Likert scale and distributes the questionnaire online via Google Form. Because the population in this study is unknown. In this research, determining the sample size refers to Roscoe's research. The research method used is multiple linear regression analysis, with data processing carried out using IBM SPSS 26 Statistics. The research results show that Brand Awareness and Perceived Price have a positive influence on purchasing decisions, while Brand Association and Perceived Price have a negative influence on purchasing decisions.

PENGARUH EKUITAS MEREK TERHADAP PENGGUNAAN MONITOR PASIEN MEREK PHILIPS DI JAKARTA

This research aims to find out how responses, consumer loyalty and brand equity influence consumer loyalty of Philips monitor patients. Questionnaire respondent data was obtained from end users, namely nurses who work in intensive care rooms in 5 vertical hospitals in Jakarta. The questionnaire was distributed directly to 185 respondents. Hypothesis for 3 hypotheses using SEM PLS analysis with SmartPLS 3. Testing consists of Outer Model, namely Convergent Validity Test, Discriminant Validity Test, Average Variance Extracted (AVE) Test, Composite Reliability Test, Cronbach Alpha Test, Inner Model and Bootstrapping. Test results show that H1: Brand awareness has a positive and significant effect on consumer loyalty. H2: Brand association has a positive and significant effect on consumer loyalty. H3: Perceived quality has a positive and significant effect on consumer loyalty. It is hoped that this research can provide input to companies as a strategy to increase consumer loyalty and can provide good benefits for further research.

A conceptual framework for exploring the use of a green marketing mix and brand image to attract customers for green services while visiting a hotel: A step toward marketing sustainability

Recently, the application of green marketing strategies to promote marketing sustainability has increased in response to the growing demand for eco-friendly products, Price, promotion, place, and service are all variables that influence purchasing decisions, and the current study aims to confirm this. as the brand plays a significant role as well because it is regarded as the driving force behind consumer attraction in society. For this study, a framework connecting brand image (brand benefits and competence, brand identity, brand personality, brand association, brand attitude, and behavior), the green marketing mix (green services, green place, green price, green promotion), and green purchasing decisions were created to better understand the relationships among these variables. Artificial neural network (ANN) analysis and structural equation modeling (SEM) based on deep learning will be conducted via the new hybrid analysis approach. The research employed a survey of hotel customers in Iraq, Additionally, the researchers conducted structured interviews with a group of hotel managers. The issue of green marketing and how it relates to environmentally conscious consumer choices has received much attention, which has made addressing sustainability a top priority in the hospitality industry, particularly in hotels. In this study, customers were the main focus since their choice is crucial regarding switching to green services. However, a group of these hotel managers were interviewed to validate the findings and establish credibility. The current study was limited since it focused on clients in general, without considering clients from outside Iraq. Future studies can examine the variable of organizational support and the degree of change acceptance among customers.

STRATEGI BRANDING POLITIK DI ERA MEDIA SOSIAL TWITTER: ANALISIS KEBERHASILAN BRANDING JOKOWI-MA’ARUF AMIN PADA PILPRES 2019

This study aims to analyze the political branding strategy used by the Jokowi-Ma'ruf Amin winning team in the 2019 Presidential Election, especially through the Twitter platform. Amid various religious issues and criticisms of the Jokowi regime's performance, Jokowi-Ma'ruf's electability had decreased. Therefore, the winning team must design an appropriate communication strategy to restore the positive image of the candidate pair. This study uses a qualitative descriptive approach with the help of NVivo 12 Plus software to analyze content from Twitter. The focus of the analysis includes political brand equity indicators, namely brand association, brand loyalty, and brand awareness. The results of the study show that Jokowi-Ma'ruf Amin's political branding strategy is more dominated by brand association and brand loyalty, which reached 42.67% and 36.67%, respectively. Brand association plays an important role in building Jokowi-Ma'ruf's personal branding through the support of political parties such as PDI-P and PKB, while brand loyalty can be seen from the strong support of modernist and traditional Islamic groups such as Nahdlatul Ulama (NU). On the other hand, brand awareness does not contribute significantly to branding strategy, with only 19.33% of the total analysis results. This study highlights the importance of managing brand association and brand loyalty in forming an effective political image on social media

Service quality, customer sentiment and online ratings of beach hotels: an analysis of moderating factors

PurposeThis study investigates the service quality dimensions of hotel resorts in renowned beach destinations of Thailand. It also explores the relationship between review text sentiment expressed in online platforms and the satisfaction ratings provided for those reviews.Design/methodology/approachThe study employs a two-step analysis approach: first, supervised and unsupervised machine learning via support vector machine (SVM) and latent Dirichlet allocation (LDA) are used to identify service quality dimensions, and second, SmartPLS with PROCESS macro is applied to analyze the moderating roles of quality signals and reviewer’s experience on the relationship between sentiment and satisfaction rating. The dataset comprises 102,179 online reviews from TripAdvisor, focusing on 187 selected hotels rated from 3 to 5 stars.FindingsEight service quality dimensions were identified, including leisure activities, tangibles and surroundings, reliability, responsiveness, service process, food, empathy and ambience. The study underscores that the service process stands as the sole dimension exhibiting negative sentiment. Furthermore, the analysis revealed a robust positive association between sentiment of review texts and satisfaction, and reviewers’ experience and brand affiliation influenced the relationship between customer sentiment and satisfaction.Practical implicationsHotel managers should focus efforts on maintaining tangible aspects while enhancing existing service quality level of other dimensions, particularly those related to intangible elements. Independent hotels might implement quality audit to ensure that service quality gaps are monitored.Originality/valueThis study contributes an examination of the moderating roles of quality signals and reviewer’s experience on the relationship between review sentiment and satisfaction rating in online reviews.

THE INFLUENCE OF BRAND AWARENESS AND BRAND ASSOCIATION ON NETFLIX BRAND EQUITY THROUGH BRAND LOYALTY

Abstract The increasingly fierce competitive environment between companies and the challenges faced by Video On Demand services, especially in this study, namely Netflix, the company needs to strengthen brand equity so that the brand owned becomes superior to competitors.This study aims to determine and analyze the influence of brand awareness and brand association on Netflix brand equity through brand loyalty. The type of research conducted is quantitative descriptive with a causal approach, sampling techniques using purposive sampling and obtained a sample of 170 respondents. Analysis method using SEM with Amos 24.0 Analysis tool.The results showed that brand awareness has no effect on brand equity, brand association affects brand equity, brand loyalty affects brand equity, brand awareness affects brand loyalty, brand association has no effect on brand loyalty. Also, brand loyalty is able to mediate the influence of brand awareness on brand equity. However, brand loyalty is not able to mediate the influence of brand association on brand equity. Based on the results of research that has been done, it can be concluded that the importance of building a strong and positive brand association and increasing brand loyalty to strengthen Netflix's brand equity

A Study on Impact of Brand Equity on Purchase Intention o f Educational Toys in India

Objective: This research investigates the influence of brand equity on parents' purchase intentions for educational toys in India, with a focus on brand awareness, brand association, quality perception, and loyalty. Methods: A structured questionnaire with 20 closed-ended questions was delivered to parents of children aged 0 to 14 in Pune, Mumbai, Delhi, and Nagpur. The survey used a five-point Likert scale to assess brand equity perception and purchase intention. 156 complete and valid responses from the 200 parents surveyed were analyzed using SPSS. Regression analysis was performed to quantify the impact of brand equity components on purchase intention and Cronbach's alpha was 0.852, suggesting high reliability. Findings: The descriptive statistics revealed that consumers had intermediate brand knowledge and familiarity, as well as good evaluations of brand quality and attributes. Regression analysis showed that brand association (p = 0.036), quality (p < 0.001), and loyalty (p < 0.001) had a substantial influence on purchase intention, while brand awareness did not (p = 0.321). The model explained 60.1% of the variation in purchase intentions, with loyalty having the greatest influence. Novelty: This research provides insights into the Indian educational toy industry, stressing the role of brand equity in influencing purchase intentions. It provides useful information for toy producers and marketers in developing strategies to increase brand loyalty and drive sales. Keywords: ­ Educational Toys Brand Association, Brand Equity, Brand Loyalty, Quality, Brand Awareness Purchase Intention

PENGARUH ASOSIASI MEREK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN iPhone SECOND PADA MAHATIR STORE BIMA

This research aims to determine the influence of Brand Association, Price Perception, and Lifestyle on the Second iPhone Purchase Decision at Mahatir Store Bima, as measured by the Partial Test (T Test) and Simultaneous Test (F Test). The population in this study is all consumers who is in the Bima City Area. The sampling technique uses the method purposive sampling with a sample size of 100 people. The research results show that: 1) Brand Association has a partial and significant influence on purchasing decisions at Mahatir Store Bima; Price perception has a partial and significant effect on purchasing decisions at Mahatir Store Bima; Lifestyle does not have a partial and significant influence on purchasing decisions at the Mahatir Bima store. 2). Brand Association, Price Perception, and Lifestyle simultaneously and significantly influence the purchase of iPhone Second HP at Mahatir Store Bima

Rebooting Bata: The challenges of repositioning a heritage brand

Founded as a family-owned business in 1894, Bata Corp. has grown to become a major player in the footwear sector, with a presence in more than 70 countries. In India, the company established itself as the primary producer of affordable, durable footwear, with the result that the majority of generation X and millennial consumers remember growing up with Bata shoes, having worn them in their school days and often into early adulthood. Unfortunately, childhood memories can be difficult to translate into glamour; as a result, Bata struggled to position itself as a fashionable modern brand. This case study delves deep into the nuances of repositioning a heritage brand, and explores how Bata eventually succeeded in repositioning itself as a premium contemporary brand. The paper highlights the challenges associated with balancing legacy brand associations with desired image. It also shares valuable insights regarding the evolution of India’s fashion and footwear industry, changing consumer behaviour in emerging markets, and the increasing globalisation and democratisation of fashion.

Navigating Tradition and Ethics: Consumer Perceptions of Luxury Brands Using Animal Products

This study investigates the complex relationships between consumer perceptions, brand equity, and customer loyalty in the context of luxury brands using animal products in Northern Vietnam. Employing a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), we surveyed 228 luxury consumers in urban areas. Our findings reveal that consumer perceptions significantly influence all components of brand equity - brand awareness, brand associations, and perceived quality - which in turn strongly impact customer loyalty. Notably, brand equity partially mediates the relationship between consumer perceptions and customer loyalty. The study also uncovers the dual influence of cultural factors: traditional cultural values positively moderate the relationship between consumer perceptions and brand equity, while ethical concerns exert a negative moderating effect. These results contribute to the theoretical understanding of luxury consumption in emerging markets and provide practical implications for luxury brand management. Our research highlights the need for a nuanced approach in navigating the delicate balance between leveraging cultural heritage and addressing growing ethical concerns in the luxury sector.

Emotional Artificial Intelligence and Brand Association: A Neuro-Bibliometric Study

This study conducts a comprehensive bibliometric analysis to explore the research landscape in neuromarketing and brand association. With a growing interest in the neural mechanisms influencing consumer behavior, neuromarketing leverages neuroscientific techniques like fMRI, EEG, and eye tracking to uncover subconscious decision-making processes. The study aims to map research trends, identify key themes, and highlight influential works within this field. Using data from Scopus and Web of Science, the methodology includes examining publication growth, geographic distribution, co-authorship networks, and keyword co-occurrence over the past two decades. The data collection process employed effective keywords such as "neuromarketing," "brand association," "EEG," "fMRI," and "consumer behavior," ensuring a comprehensive dataset of peer-reviewed articles. The findings reveal significant growth in publications, with notable contributions from North America and Europe, and increasing input from Asia. Key insights highlight the central role of emotional engagement, sensory marketing, and the integration of advanced technologies like AI and deep learning in neuromarketing research. The study emphasizes the need for more longitudinal studies to understand the long-term impacts of neuromarketing strategies and calls for cross-cultural comparisons to enhance the global applicability of the findings. Concluding, the research identifies literature gaps and offers practical recommendations for marketers to leverage neuromarketing techniques to boost consumer engagement.

How Cause-Related Marketing Might Improve Purchase Intention in Emerging Countries: A Two-Lag Study in the Finance Service Sector

For businesses in emerging countries, often confronted with important social and development challenges, cause-related marketing (CRM) might help to improve their market share in demonstrating corporate social responsibility. This study explores the relationship between CRM bringing up the issue of COVID-19 and purchase intention among consumers of banking services in an emerging country. We collect data through two survey studies (303 and 506 respondents) using a 3-month time-lagged design. Results show the relevance of associative learning and signal theories in confirming (1) the positive sequential mediating effect of brand association and commitment on the relationships between CRM bringing up the issue of COVID-19 and purchase intention and (2) the moderating positive impact of corporate image on the relationships between CRM bringing up the issue of COVID-19 and consumer brand association. Our findings encourage firms in emerging countries to use CRM, but governments should also incentivize or support adopting socially responsible practices.

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

The Positive Relationship Between Social Media Marketing, Brand Awareness, and Brand Association, and How Celebrity Endorsement Boost the Effects of SMM

This research explores the complex relationship between social media and brand equity in the cutthroat world of contemporary business, emphasizing luxury businesses. Advertisements and live streams are examples of the concrete components of social media marketing (SMM) in contrast to brand equity, which encompasses intangible aspects like awareness and association. The purpose of the article is to clarify the complex relationship between SMM and brand equity and to show how SMM may be a driving force behind revolutionary changes in brand perceptions. The study also looks at the impact of celebrity endorsements on the luxury brand market, highlighting the power of celebrities to arouse feelings and create strong connections between the endorsed brand and its goods. The goal of this study is to provide a thorough knowledge of the beneficial relationship between SMM, brand awareness, and brand association by examining this complex relationship and revealing the inherent value that celebrity endorsements bring to the synergy between SMM and brand equity. These observations provide insightful advice for marketers negotiating the challenges of contemporary brand construction.

Behavior Intention Pulmonary Specialist Patients Based on Analysis Types of Brand Association

Abstrak Mutu pelayanan merupakan fokus rumah sakit dalam menghadapi globalisasi serta persaingan. Kunjungan adalah salah satu indikator mutu pelayanan rawat jalan. Types of brand association merupakan dimensi brand image yang digunakan menilai mutu produk. Penilaian types of brand association yang baik akan mempengaruhi Behaviour intention konsumen untuk pemanfaatan ulang pelayanan rumah sakit. Kunjungan poli spesialis paru di Rumah Sakit Islam Sakinah Mojokerto mengalami penuruan sebesar 16%. Penelitian ini untuk menganalisis pengaruh types of brand association terhadap Behaviour intention.Ini merupakan penelitian deskriptif-analitik dengan desain cross-sectional study. Sampel penelitian berjumlah 72 sampel, dengan teknik simple random sampling. Data dianalisis menggunakan uji regresi linier berganda. Hasil penelitian menunjukkan sebagian besar berjenis kelamin perempuan, berada pada kategori usia > 46 tahun, dengan tingkat pendidikan menengah. Types of brand association meliputi attribute product, attribute nonproduct, dan benefit sudah baik. Behaviour intention pasien sudah baik. Attribute product dan attribute nonproduct berpengaruh terhadap Behaviour intention. Benefit tidak berpengaruh terhadap Behaviour intention. Types of brand association yang baik menjadi salah satu cara rumah sakit untuk meningkatkan Behaviour intention dalam memanfaatkan pelayanan rumah sakit agar kunjungan pasien meningkat. Secara keseluruhan types of brand association memiliki pengaruh signifikan terhadap Behaviour intention. Kata kunci: types of brand association, behaviour intention Abstract Service quality is the focus of hospitals in the face of globalization and competition. Visits are one indicator of the quality of outpatient services. Good types of brand associations can affect consumer Behaviour intention towards hospital services. Patient visits to the pulmonary specialist clinic at the Sakinah Mojokerto Islamic Hospital have decreased by 16%. This study aimed to analyze the effect of types of brand association on Behaviour intention. This research is descriptive-analytic research with a cross-sectional study design. The research sample amounted to 72 samples, with a simple random sampling technique. The research data were analyzed with multiple linear regression tests. The results showed that the respondents were mostly female, in the age category >46 years, with a secondary education level. Types of brand association include attribute product, attribute nonproduct, and benefit are good. The patient's Behaviour intention is good. Attribute products and attribute nonproducts influence Behaviour intention. Benefits do not influence Behaviour intention. Types of good brand association are one way for hospitals to increase Behaviour intention in reusing hospital services to increase patient visits. Overall Types of brand association have a significant influence on Behaviour intention. Keywords: types of brand association, behaviour intention