Brand Attitude Research Articles

Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Effects of Influencer Attitudes on Persistent Brand Engagement: Mediating Roles of Relationship Maintenance and Purchase Intention

Purpose: This study analyzes the effects of influencer attributes on relationship maintenance, purchase intention, and brand engagement. In doing so, we also attempt to understand the moderating effects of relationship maintenance and purchase intention on brand engagement. In addition, we also verified the differential direct and indirect relationship between gender and product usage.Methods: The study sample comprises 320 respondents representing the overall population. The measurement items in the questionnaire were based on previous literature with some modifications. The SPSS software was utilized for statistical analyses. We first verified the reliability and validity of the research constructs and used multiple regression and mediation models to confirm the research questions.Results: Research question 1’s results showed that influencers’ attributes significantly affect relationship maintenance and intention of purchase. However, just the familiarity of an influencer significantly affects persistent brand engagement. These findings imply that firms need to carefully choose influencers, who closely resemble their target customers for close representation. The indirect effects in research question 2’s results show that relationship maintenance and purchase intention significantly mediate the effects of influencer attributes on brand engagement.Conclusion: Thus, to achieve positive long-term brand engagement, it is crucial to maintain a positive relationship with participating influencers and emphasize consumers’ experience and feedback with the focal products.

Unlocking emotional engagement: How Tiktok live streaming transforms customer-brand relationships in the digital era

<p>The lack of understanding about how live streaming on social media platforms like TikTok can build emotional engagement between customers and brands and the factors influencing such engagement in the era of the fourth industrial revolution led to this research. Using the Uses and Gratification (U&G) Theory to explain the motivations behind media use in fulfilling social and psychological needs, along with the Theory of Reasoned Action (TRA), which emphasizes attitudes as the primary determinants of behavior, the objective of this study is to analyze the influence of gratification, media attributes, and perceived interactivity on attitudes towards live streaming and brand attitudes, as well as the impact of these attitudes on consumer engagement. This explanatory research employs a quantitative approach, with a sample of 250 consumers of the Kattoen brand on TikTok selected through purposive sampling. The data are analyzed using descriptive and inferential statistics through Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The research instrument is an online questionnaire that has been validated and reliably tested. The results show that gratification does not have a significant effect on attitudes toward live streaming, while media attributes and perceived interactivity have a significant effect on both intervening variables, namely attitudes toward live streaming and attitudes toward the brand. These findings indicate that media elements and interactivity play an important role in shaping positive consumer attitudes toward live streaming and the brand, ultimately increasing consumer engagement in TikTok live streaming.</p>

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.

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Abstract The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand value on loyalty and recognition indicators is proposed. Indicators that reflect the complex nature of loyalty and recognition indicators are defined. The author’s methodological approach to assessing brand value is described, which involves conducting a survey of representatives of the target audience of the studied brands, forming a database for brand evaluation, calculating the values of partial indicators, calculating the integral indicator of loyalty/recognition. The quantitative criteria for selecting brand strategies in the matrix «Loyalty-recognition (L/R)» are determined. Depending on the values of the integrated indicators - loyalty and recognition - the matrix «L/R» is proposed, which allows to choose marketing strategies for brand development. The following marketing strategies are proposed in the matrix: expanding awareness, building a brand, preserving and protecting brand positions, and building loyalty. The key elements of the proposed marketing strategies are described. The article conducts a thorough analysis of the Ukrainian dairy market, identifies its problems and prospects. The results of surveys to determine loyalty/recognition for the most famous dairy brands in Ukraine are presented. A matrix «L/R» has been built for them. Appropriate marketing strategies for dairy brands are proposed with basic recommendations for their development.

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

Social Media Marketing, Brand Image, Brand Awareness, Perceived Quality And Purchase Intention In Skincare Product Users

This study aims to examine the influence of social media marketing on brand image, brand awareness, and perceived quality in skincare product users. Research methods using quantitative approach descriptive causality. The sample consisted of 105 respondents who are active skincare users on instagram. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that social media marketing has a significant and positive influence on brand image, brand awareness, and perceived quality, which can increase purchase intention. These findings indicate that an increase in social media marketing can increase consumer purchase intention. Based on the results of this study, it is recommended that skincare companies are advised to continue to optimize social media marketing strategies to build a positive brand image, increase brand awareness, and strengthen perceived quality in order to create consumer desire to buy products.

Impacts of brand commitment, brand reliability, and brand attitude on brand relationship

In the fiercely competitive landscape of modern business, the establishment and maintenance of strong brand relationships have become pivotal for organizations seeking sustainable success. This research explores the intricate dynamics of brand relationships by examining the influences of three core constructs: brand commitment, brand reliability, and brand attitude. Drawing upon an extensive review of the literature on branding and consumer behaviour, this study develops a comprehensive theoretical framework that elucidates the interplay among these pivotal factors. We hypothesize that brand commitment, brand reliability, and brand attitude, are independent factors and brand relationship is a dependent factor. To empirically test our hypotheses, we employ a rigorous research design, incorporating quantitative data collection methods. Data was gathered directly from survey participants through the administration of questionnaires, and the gathered data was subjected to analysis using SPSS and AMOS software. This analysis encompassed various statistical techniques, including SEM, CFA, descriptive analysis, regression analysis, ANOVA, reliability test, correlation analysis, the Kaiser-Meyer-Olkin (KMO) and Bartlett’s test. The sample for the study consisted of 600 respondents drawn from a wide range of organizations. All the analyses reveal that Brand Commitment, Brand Reliability, and Brand Attitude all have statistically significant impacts on Brand Relationship. Consumers who possess a profound dedication to a brand are inclined to develop robust and lasting connections with it. Future investigations could explore the factors that potentially moderate or mediate the relationships under research. Furthermore, exploring these dynamics within diverse industries and cultural settings can provide a more all-encompassing grasp of brand relationships.

Drivers of Knowledge Sharing in Virtual Brand Communities: Self-Determination Perspective

ABSTRACT The prevalence of virtual brand communities and the knowledge sharing occurring throughout these populations has become a staple of both business and consumer online realities. Expanding work on personal motivations, and guided by self-determination theory, this research explores autonomous and relatedness motivations that drive individual knowledge sharing within online communities. The authors argue that such knowledge sharing can be fostered by many drivers, including self-presentation factors, brand community engagement elements, user attitude toward the brand, user reputation, size of community network, and reciprocity from other community members. Analysis was conducted using data collected longitudinally from 2866 club members of Xiaomi’s online MI User Interface community in China. Results reveal that personal signature, post length, online time, login frequency, brand attitude, reputation, online social network, and reciprocity all positively affect individual knowledge sharing within the virtual brand community, while the use of picture posts may have adverse effects and impact knowledge sharing negatively.

Influencing the Power of Celebrity Endorsers on Saudi’s Purchasing Behavior

Presently, influencer marketing is widely used to increase brand purchasing. Marketers employ various strategies using social media and celebrity endorsers for consumer engagement. This study has been conducted to understand the role and influence of celebrity endorsers through social media on the purchase behavior of Saudi consumers based on the advancing role of sustainability in the luxury industry. In this regard, a cross-sectional study design was employed and data was collected from 50 Saudi consumers using an online survey. A close-ended questionnaire was distributed to Saudi consumers based on celebrity credibility, familiarity, attitude towards celebrity endorsement, brand awareness, brand attitude, and purchase intentions. Factor analysis and path analysis were done using SPSS and AMOS version 25.0 to analyze the data collected. The findings show a positive and significant impact of celebrity credibility, familiarity, attitude, brand awareness, and brand attitude on the purchase intentions of Saudi consumers.

Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands

Many brands periodically respond humorously to the content that other brands and celebrities post on social media. Drawing on three scenario-based experiments and a content analysis of humorous X posts based on their likes and reposts, the authors use the benign violation theory to understand whether using humor constitutes a benign (i.e., translating into amusement) or malign (i.e., translating into ulterior motives) violation. The success of a humorous brand-to-brand interaction (i.e., brand attitudes and purchase intentions) depends on its ability to generate amusement without causing customers to suspect ulterior motives. Study 1's results reveal that customers respond more favorably when brands use affiliative humor rather than aggressive humor. Affiliative humor constitutes a benign violation that generates amusement, while aggressive humor constitutes a malign violation that leads customers to infer that brands have ulterior motives. Study 2 shows that aggressive humor partially compensates for its weaknesses over affiliative humor when brands target competing brands. Studies 3a and 3b reveal a reversed effect depending on brand positioning (top dogs vs. underdogs). While underdog brands should always use affiliative humor, top dog brands could perform better by favoring aggressive humor (i.e., such brands could receive more likes and reposts without lowering customers’ purchase intentions).

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

Development and Validation of the Political Brand Positioning & Marketing Scale: A Study in Pakistan

Positioning is the process of establishing and maintaining voters’ perceptions, connections, and images of a political brand based on the values and beliefs associated with it through clear, consistent, and coherent marketing communication. However, there is no scale available that can be used to measure the effects of political brand positioning and marketing efforts. Then, this study aims to develop and validate a new method – the Political Brand Positioning & Marketing Scale. This will be done in the political context of Pakistan. It is expected that by using this method, researchers, political consultants, and political brand managers will be able to reflect on their brand image formulations and positioning strategies. It will also help them strengthen their contact with voters and the public to increase the quality of election campaigns and determine whether the brand image and perception are compatible with what was planned.

EXPRESS: The Female Consumer Response Implications of Male Dominance in a Product’s Online Community

Does male dominance of a product’s online community deter female community voices? Does it affect product ratings and the nature of content produced too? How might female consumers’ brand attitudes and intentions be affected ultimately? Utilizing a large panel dataset of online customer reviews in the beer industry and three experimental studies, these questions are empirically investigated. This product category is highly male dominant, on average, but there is significant variation across products to enable degrees of male dominance to be empirically examined. Other theoretical accounts of simple majority, tie-strength, homophily, and cultural masculinity are empirically considered as well. The findings serve to complement prior work on online word of mouth (OWOM), demonstrating that male dominance of an online community can deter contributions from female reviewers and generate lower rating departure from community average sentiment by female reviewers. The type of content that is generated by female reviewers is also affected, with a reduction in the evocation of femininity themes and an increase in the evocation of masculinity themes. Downstream brand attitudes and trial intentions are also impacted. A resulting implication of high product community male dominance is the availability of less information for consumers when evaluating products.

Unravelling the Effect of Consumer Perception of CSR Practices of Multinational Enterprises on Consumer Purchase Intention: Insights from the Sri Lankan FMCG Sector

Due to increased market potential, Multinational enterprises offering fast-moving consumer goods have grown rapidly in developing countries such as Sri Lanka. Accordingly, the main objective of this study is to investigate how CSR practices in the MNE FMCG sector of Sri Lanka affect consumer purchasing intentions through the mediation of brand image, brand attitude, and perceived quality. A positivist research paradigm has been adopted in this study. Accordingly, self-administered questionnaires were distributed among 200 consumers of MNE FMCGs and the structural equation modeling technique was adopted to generate the study's statistical conclusions. It was found that consumer purchase intention is influenced by the CSR practices of MNE FMCG companies, while brand attitude, brand image and perceived quality partially mediate the aforementioned relationship.This study unravels the actual effect of CSR practices of MNEs on consumer purchase intention especially in the context of South Asia based on the theoretical foundations of Social Exchange theory and the Theory of Planned Behaviour. This would be in contrast to extant literature which seems to have inconsistent findings on this relationship.

Brand Loyalty as a Catalyst for Growth: Leveraging Innovative Brand Experience to Enhance Market Success for a Small Clothing Brand

This research entitled “Brand Loyalty as a Catalyst for Growth: Leveraging Brand Experience to Enhance Market Success for Small Clothing Brands in Triple Two Reworks” aims to identify strategies that can increase brand loyalty and market growth for small clothing brands. This research focuses on Triple Two Reworks, a local brand that specializes in redesigning used clothing into new fashion products that are aesthetically pleasing and sustainable. This study reveals that brand loyalty plays a critical role in the long-term success of a brand, especially for small clothing brands that often face limited resources and challenges in reaching a wider audience. This research uses a qualitative approach with in-depth analysis of positive Triple Two Reworks brand experiences, as measured through indicators of customer satisfaction and their engagement with the brand. The research results show that superior brand experience can increase customer loyalty and market success. Triple Two Reworks can leverage positive brand experiences through a branding strategy that includes providing a personalized shopping experience, product customization options, and responsive customer support. Additionally, the adoption of sustainable fashion trends and limited-edition collections can attract environmentally conscious and fashionable consumers, thereby expanding market share and increasing competitiveness. This research concludes that by optimizing the brand experience, Triple Two Reworks can build strong customer loyalty and achieve sustainable market growth.

Role of Gender in Shaping Consumer Responses to Doctor Influencer: Insights into Brand Perceptions and Repurchase Intentions in the Indonesian Mineral Water Industry

This study investigates the effectiveness of influencer marketing, focusing on Dr. Reisa's endorsement of Le Minerale mineral water in Indonesia. It examines how influencer attributes, such as physical attractiveness, familiarity, expertise, success appeal, and congruency, influence consumer attitudes and repurchase intentions. This study examined the impact of influencer marketing on brand perception and consumer behavior, particularly in the digital era. It challenges traditional marketing theories by analyzing the role of various influencer attributes in shaping consumer attitudes. The primary aim of this study is to assess the unique effects of influencer characteristics on brand attitudes and repurchase intentions, with a special focus on the role of gender as a moderating variable in influencer marketing. This study utilized a survey-based approach to evaluate the impact of influencer attributes—physical attractiveness, familiarity, expertise, success appeal, and congruency on consumer attitudes and repurchase intentions toward Le Minerale’s mineral water. Targeting consumers familiar with Dr. Reisa's endorsement, the survey collects quantitative data to analyze how these attributes, along with gender as a moderating variable, influence brand perception in the digital marketing context. This study reveals that Dr. Reisa's physical attractiveness does not significantly impact brand attitudes, challenging traditional marketing beliefs. However, gender has emerged as a key moderator influencing how attractiveness affects brand perception. Contrary to expectations, familiarity with the influencer has no significant effect on brand attitudes, suggesting a shift in digital audience engagement. Notably, expertise, success appeal, and congruency significantly influence brand attitudes, with gender enhancing the impact of congruency. These insights offer a new perspective on influencer marketing, emphasizing the importance of expertise, success appeal, congruency, and gender considerations, thereby providing marketers with strategic guidance in the digital landscape.

Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users.

This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages-Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually. The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention. The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention.

Gen Z's Path to Brand Loyalty in Photo Studios: The Influence of Brand Experience, Community, and Engagement

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base.