Brand Attitude Research Articles

THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON GENERATION Z'S PURCHASE INTENTIONS IN THE COSMETIC AND SKINCARE INDUSTRY

Influencer marketing, the practice of analyzing, identifying, and endorsing beauty influencers who represent the brand's clientele, is a contemporary trend in the digital landscape across several social media platforms, providing firms with the possibility to promote through social media influencers. The researchers conducted a quantitative analysis utilizing Pearson Product Moment Correlation to assess the effectiveness of social media influencers in the cosmetics and skincare industry on the purchase intentions of Indian consumers. This research is unique since it focuses on the rapidly developing and rising cosmetic and skincare sector within the Indian market. This study is distinguished by the lack of research in India, where social media influencers are integral to brand marketing and advertising strategies. The research has identified four primary hypotheses. The influencing elements for Generation Z Indian consumers encompass Trust, Perceived Credibility, Perceived Image, and Brand Attitude. The data collected indicates that all hypotheses had a strong link and positive association with purchasing intention.

브랜드경험이 긍정적 감정과 브랜드성과를 향상시키는 데 있어 정서조절의 역할

브랜드경험이 긍정적 감정과 브랜드성과를 향상시키는 데 있어 정서조절의 역할

기업의 ESG활동에 대한 인식이 소비자 신뢰를 통해 프리미엄 지불의사와 친환경 구매행동에 미치는 영향에 관한 연구: 브랜드 태도의 조절효과

기업의 ESG활동에 대한 인식이 소비자 신뢰를 통해 프리미엄 지불의사와 친환경 구매행동에 미치는 영향에 관한 연구: 브랜드 태도의 조절효과

Instagram Content Analysis of #BanggaIlustratorLokal Campaign on Building the Brand Image of Sovlo

A local brand called Sovlo collaborates with local illustrators to create illustrated fashion products, such as bags and t-shirts. In order to support Indonesian illustrators, Sovlo started a campaign called #BanggaIlustratorLokal, which is carried out both offline and online on Instagram since 2021. As it is known, content is crucial to the success of any social media campaign because everything shared on social media, including photos, videos, captions, comments, etc., contributes to how people think about a brand and eventually shapes the brand image. Therefore, as a brand, Sovlo needs to develop good content to create a positive brand image. The purpose of this study is to see how Sovlo’s brand image is shaped by the Instagram content of the #BanggaIlustratorLokal. This study is a qualitative descriptive study that uses the concepts of good social media content characteristics which are educative, entertaining, persuasive, telling a story, sharing, and finding. According to the findings of this study, Sovlo’s brand image has developed as a brand that empowers and supports Indonesian illustrators as a result of the #BanggaIlustratorLokal campaign’s use of phrases associated with local illustrators, products made in collaboration with local illustrators, and/or mention of local illustrators in the visual and/or caption.

Impact of Social Media Engagement on Brand Image Perception in Cameroon

Purpose: The aim of the study was to assess the impact of social media engagement on brand image perception in Cameroon. Materials and Methods: 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: The study indicate that active engagement on social platforms can significantly enhance a brand's image. Brands that interact regularly and authentically with their audience tend to foster stronger relationships and build trust. Positive engagement, such as responding to customer inquiries, sharing user-generated content, and maintaining a consistent and relatable presence, contributes to a more favorable perception. Conversely, negative interactions or a lack of engagement can harm a brand's reputation. The immediacy and transparency of social media also amplify these effects, making it crucial for brands to strategically manage their online interactions to positively influence public perception and maintain a strong, positive brand image. Implications to Theory, Practice and Policy: Social influence theory, cognitive dissonance theory and selective exposure theory may be used to anchor future studies on assessing the impact of social media engagement on brand image perception in Cameroon. Brands should prioritize personalized content strategies on social media platforms, tailored to specific audience segments and industry contexts. Policymakers and industry regulators should collaborate to establish ethical guidelines for social media engagement practices, particularly concerning influencer collaborations and sponsored content.

Influence of Social Media Short Video Marketing on Consumer Brand Attitude

More and more people favor short videos due to their short duration, high entertainment value, ease of production and sharing, increased network speed, and coverage of mobile terminals. Short video marketing has become the primary marketing tool for businesses owning to their strong interaction, high promotion efficiency, low cost of marketing, and positive user experience. In this context, optimizing the effectiveness of short videos for marketing has gained a lot of attention. Specifically, this study examined the influence of social media short video marketing on consumer brand attitude. This study employed three independent variables, one intermediate variable, and one dependent variable, totaling five variables. The three aspects of short video marketing—interesting content, scenario-based experiences, and user participation were also assessed. The dependent variable is brand attitude, while the mediator is brand perception. 385 people who used short videos from Beijing participated in this study. After analyzing with SPSS, the study revealed that interesting content, scene-based experiences, user participation, and interaction positively affect brand attitude. Likewise, brand perception acts as an intermediary between short video marketing and brand attitude.

Under the Image of Urban Identity and Non-mainstream Cities under the New Media

With the diversified development of media and media platforms, city brand building has entered a new stage, and some cities have achieved remarkable development results, while some cities with large development space in natural resources, humanities and culture have failed to achieve development leaps. In this paper, the city with beautiful urban environment, rich resources and good development conditions is positioned as "non-mainstream city". This paper aims to explore the recognition degree of "non-mainstream cities" with development potential in people's minds, and take Taiyuan City of Shanxi Province as one of such cities to understand and analyze their development status, the audience's cognition degree of brand positioning of these cities and the shortcomings of current development through questionnaires and other means, and propose corresponding solutions from the aspect of media communication. Guide such cities to improve the visibility and recognition of cities by clarifying brand positioning, making full use of their natural resources and historical and cultural resources to explore urban characteristics, strengthening the integration of culture and tourism, and improving communication strategies, and at the same time improve the quality and efficiency of urban brand construction. Through the influence of media platforms, increase the exposure of these potential cities in the public sphere, extend the urban characteristics and reach a wider audience, realize the three-dimensional communication of the city brand image, help the formation of a good urban spirit and the prosperity and development of a variety of cities, and provide guidelines for more cities in brand construction. This article has certain reference value for the media communication strategy, the perfection of government functions, the construction of social spiritual culture and material civilization, and the coordinated development of countries and regions.

Research on Corporate Brand Marketing Strategies in the Context of the Digital Economy

With the rapid development of the digital economy, new opportunities and challenges have emerged for business development. Companies seeking stable growth in the fierce industry competition must recognize the importance of brand marketing. The digital economy, with its unique appeal, provides expansive development space for corporate brand marketing. However, brand building is not an overnight achievement but a long-term process gradually shaped in consumers' minds. Thus, companies must adapt to market developments and leverage the power of the digital economy to achieve a digital transformation of brand marketing. The digital economy enables deep interaction between businesses and consumers. Through precise data analysis and personalized recommendations, companies can better understand consumer needs and enhance brand loyalty. By fully utilizing digital marketing tools, companies can quickly spread brand messages, expand brand awareness, and enhance market competitiveness. However, influenced by objective factors, certain issues arise in practice. Businesses need to transform their marketing ideas, create products with unique characteristics, find accurate brand positioning, develop targeted marketing strategies, and enhance brand competitiveness.

Analysis of Brand Crisis Public Relations

This article delves into the case of Fuyao Glass, a Chinese company that purchased a General Motors assembly plant in Dayton, Ohio, in 2014, investing heavily to establish operations in 2016. Amid speculation about the company's business focus shifting to the United States, Chairman Cao Dewang reassured the public that their primary focus remains in China. However, the incident highlighted the importance of crisis communication in the new media era, where crises can spread rapidly and have far-reaching consequences. Understanding public relations as a means of managing relationships between organizations and the public is crucial, especially in crisis situations. The text emphasizes the need for proactive crisis management strategies, including real-time monitoring of public opinion and the development of contingency plans. Additionally, it underscores the significance of corporate social responsibility in maintaining a positive brand image and navigating crises effectively. Ultimately, the article underscores the importance of strategic communication and crisis preparedness in safeguarding a company's reputation and mitigating potential risks.

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

Employer Brand Building for Effective Talent Management

In today's increasingly competitive and complex business environment, organizations are placing greater emphasis on meeting their talent management needs. Attracting and retaining the right talent has become paramount, leading organizations to develop and project a brand image that reflects their values and philosophy. This process, known as employer branding, draws on principles from marketing and branding literature to position the organization as an employer of choice. Employer branding not only helps attract experienced employees but also serves as an enabler for internal brand building efforts within the organization. By creating a positive and compelling brand image, organizations can cultivate brand ambassadors who further enhance the organization's reputation as an employer of choice. Successfully managing employer branding requires a comprehensive approach and the commitment of all stakeholders within the organization. When executed effectively, employer branding can have a significant impact on talent management outcomes. This paper reviews existing literature to understand the influence of employer branding on talent management, explores strategies for branding organizations, and examines how global organizations leverage effective branding to attract and retain top talent.

Analyzing the Influencers affecting Gen Z Customer' Purchasing Behaviour on e-Commerce and Cosmetics in Vietnam

This study examines the influencers that significantly impact the purchasing behavior of Generation Z (Gen Z) customers in the e-commerce and cosmetics industries in Vietnam. By employing a mixed-methods approach, data was collected from 600 Gen Z customers in Vietnam, and behavioral intention models were used to understand their behavior. Specifically, 5 key characteristics of influencers such as trustworthiness, attractiveness, expertise, influencer match-up congruence with the brand/ product, and negative publicity are hypothesized to have significant impact on behavioral intention of Gen Z customers. The results of this research indicate that influencers play a significant role in shaping Gen Z customers' purchasing behavior in the e-commerce and cosmetics industries. Trustworthiness, attractiveness, and expertise were found to be crucial factors influencing Gen Z's decision-making process. Interestingly, the study reveals that influencers have a stronger impact than previously assumed, surpassing the theoretical expectations. The implications of these findings are significant for marketers and brands in developing effective influencer marketing strategies targeted at Gen Z customers in Vietnam. It is recommended that brands prioritize collaborating with trustworthy and compatible influencers who can create a positive brand image. Future research should consider additional factors and conduct cross-cultural comparisons to further enhance our understanding of Gen Z's behavior and the role of influencers.

A STUDY ON ADVERTISEMENT EFFECTIVENESS ON BRAND IMAGE: A CASE STUDY ON HONDA MOTORS

In this study, we shall be investigating the types of advertising that Honda resorts to and the role that advertisements play in the establishment of customer opinions regarding the brand. The primary objectives of the study are threefold: However, I Start With the Important Elements of Honda such as H.O.N.D.A. and Ultimate Benefit. It can be viewed as a sign of how the ad campaigns of Honda help to create and keep a positive brand image. This means adopting advertising methods of different forms, but which are not so conspicuous, therefore, making customers notice them and finally, their reactions to them. First, the author investigates the efficiency of advertisements in the formation of a brand image with account taken of such factors as brand association, brand familiarisation, and personal customer relationship with the Honda car. The research outcome will likely be in line with the advertisement which could be employed with consumer perception as well as brand awareness. On the contrary, however, the outcome is associated highly with a brand that has been acknowledged positively. With this study, the final (decisive) instrument that is most responsible for the advertising effectiveness of Honda will be identified as well. Hence evaluating the performance of each part it will be possible to reach the best one and identify the determining feature that is the main reason for the positive image of Honda in the highly competitive automotive industry. The outcomes of this investigation would constitute a critical source of information that would be extremely beneficial to the marketing and brand managers of Honda, as they can now apply the aforementioned principles in their ads to improve their brand positioning and buyers' engagement level. Keywords: advertisement effectiveness, brand image

Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition

The development of artificial intelligence technology has led to the creation of virtual influencers that have been embraced by marketing professionals. Starting with advertising recognition, a variable that directly affects marketing effectiveness, this study investigates whether virtual influencers lead to different levels of ad recognition among consumers from human influencers. The present study's three experiments demonstrate that (1) compared to human influencers, virtual influencers have a significantly greater impact on consumers' identification of advertisements; (2) the impact of influencer type on consumers' brand attitudes is mediated by the their advertising recognition; (3) the level of consumers' perceived sensory capacity of virtual influencers negatively moderates the effect of virtual influencer's post on consumers' advertising recognition. These research findings have significance for developing virtual influencer marketing in practice.

Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement

This study aims to elucidate the link between brand image and customer loyalty, recognizing that customers are pivotal in securing a competitive advantage. It hypothesizes that a firm can foster customer loyalty by establishing and maintaining a favorable and positive brand image. Furthermore, this study investigates the mediating role of satisfaction and engagement in the link between brand image and loyalty. Data were gathered from patrons of Pakistan's fast-food business. Data was analyzed using SPSS. Our model is supported by the findings. Analyses of cross-sectional data from 317 customers shows that satisfaction and engagement mediate between brand image and consumer loyalty. Implications for managers are discussed, and future recommendations for research are provided.

Investigating the relationship between brand logo, customer satisfaction, attitude and repurchase intention of online services

PurposeIn this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.Design/methodology/approachIn this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.FindingsThe study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.Originality/valueFew studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.

Destination love and addiction: Insights from positive addiction theory

This study proposes a novel framework to comprehend tourists’ relationships with eco-friendly destinations and their respective outcomes. Building on the positive addiction theory and brand love literature, this study tries to see the impact of a destination's image and tourists’ involvement on tourist-destination relationships—destination love and destination addiction. It also aims to measure the impact of these relationships on tourists’ well-being and their willingness to pay extra using a sample of 335 eco-friendly destination tourists from China. The findings provide novel insight for academicians and practitioners of eco-friendly destination brands.

Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

PurposeResearch has started exploring how brand heritage perceptions affect people. However, little attention has been paid to the underlying mechanisms and the link between brand heritage and relational outcomes. This study aims to integrate research on brand heritage with the stereotype-content model (SCM) to offer a novel explanation of why and when consumers identify with heritage brands.Design/methodology/approachTwo quasi-experimental studies with consumers in Germany (N = 312 and N = 300) focus on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls.FindingsThe findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition, they highlight the moderating role of brand anthropomorphism and loneliness.Research limitations/implicationsThis study offers a novel process explanation for how brand heritage perceptions influence consumer–brand relationships, contingent upon loneliness and anthropomorphism.Practical implicationsThe findings help marketers better understand how and when warmth and competence transmit positive brand heritage effects, resulting in more favorable responses.Originality/valueTo the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and anthropomorphic perspective on consumer responses to brand heritage perceptions.

Managing my own health! An ancillary outlook on pharmaceutical and health supplements consumption

PurposeThe surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences.Design/methodology/approachUsing purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework.FindingsResults revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention.Originality/valueThe insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.

ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK SMARTPHONE OPPO

This study aims to analyze the effect of product quality, price, and promotion on purchasing decisions mediated by brand image. This study uses a survey of 110 students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who have purchased Oppo smartphones as research objects. The findings of the study indicate that product quality, price, and promotion significantly affect brand image. However, the effect of price on brand image is not significant. In addition, this study reveals that brand image significantly mediates the effect of product quality and promotion on purchasing decisions. These findings emphasize the importance of having a positive brand image in influencing consumer purchasing decisions. The conclusion of this study is that companies should prioritize building a positive brand image and providing high-quality products at attractive prices. By promoting products effectively, companies can influence consumer perceptions and ultimately increase sales. This study provides valuable insights for companies in designing more effective marketing strategies and optimizing factors that influence consumer purchasing decisions.