Brand Attitude Research Articles

Exploring the Relationship between Social Media Engagement, Customer Reviews, and Brand Perceptions: A Comprehensive Study in Retail Industry

This research investigates the intricate relationships between social media engagement, customer reviews, and brand perceptions in the retail industry. Through a qualitative analysis of customer-generated content and social media interactions, key themes and patterns emerged, shedding light on the factors influencing brand sentiment and consumer behavior. The findings highlight the impact of positive brand experiences, strategic social media engagement, user-generated content, transparency, and authenticity in shaping brand perceptions and fostering customer loyalty. The study underscores the importance of delivering exceptional customer experiences, engaging meaningfully on social media platforms, and prioritizing transparency and authenticity to enhance brand perception and build trust in the digital era.

Analysis of Determinant Factors Customer Loyalty Towards Brand in The Telecommunication Industry With The Digitalization Paradigm

The goal of this research is to determine whether company parties have implemented engagement strategies in the current digital context. This research uses a qualitative marketing research approach. We used a digital platform for the initial data collection stage. The analysis then continued with the creation of a textual corpus. A deep understanding of consumer engagement with brands can help companies build stronger relationships with consumers, create greater value for brands, and maintain a competitive advantage in the marketplace. By paying attention to emotional, cognitive, and behavioral dimensions, companies can develop more holistic and effective strategies for managing consumer engagement and strengthening their brand positioning. Research results reveal that consumers actively seek knowledge and information to enhance their decision-making about brands and products. Mobile telecoms have well-implemented Customer Brand Engagement strategies, but they also need to have a proactive approach in dialogue with customers to maintain their engagement. This means that in addition to understanding and responding to consumer needs and desires, companies also need to be proactive in communicating with customers to strengthen their relationship and engagement with the brand. According to a careful analysis of the lexical units in cluster one, the majority come from Twitter. Cluster two highlights the comparisons that consumers make regarding the technical characteristics of products and services with those of various competitors. Meanwhile, cluster three shows that consumers are increasingly looking for personal services that can meet their needs. Cluster four warns management about loss phenomena that are specific to certain areas or regions. Finally, Cluster Five allows management to understand that consumers are currently less involved in innovative services such as payments via smartphone.

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Abstract The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

Impact of LGBT Inclusive Branding Practices on Buying Intention amongst Gen Z Consumer

The Rise of LGBTQ+ Inclusive Branding Practices: Inclusive branding practices have emerged as a pivotal strategy for marketers aiming to authentically represent and include diverse and marginalized communities in their advertising campaigns (McDonald et al., 2020; Licsandru & Cui, 2018). These practices go beyond mere tokenism or surface-level representation; they aim to foster societal inclusiveness, reduce prejudice, and potentially enhance consumers' brand attitudes by creating a more inclusive brand image (McDonald et al., 2020; Licsandru & Cui, 2018). The increasing visibility and acceptance of LGBTQ+ individuals in mainstream media have prompted brands to adopt LGBTQ+ inclusive strategies as a means to connect with a broader audience and reflect the diversity of their customer base (McDonald et al., 2020; Bond & Farrell, 2020).

Marketing innovation for sustainability: Review, trends, and way forward

AbstractSustainable development goals are aligning marketing innovations to meet sustainability interventions. Recently, marketing has evolved to incorporate sustainability in outreach objectives. Heightened literature on the interplay between sustainability, innovations, and marketing demands a holistic understanding to guide future research direction. The current review bridges the research gap using quantitative performance analysis and qualitative intellectual structure analysis. The thematic and content analysis points towards permeating sustainability focus across the business verticals and value chain for differentiated brand positioning and sustainability‐based competitive advantage. The emergent conceptual framework underpins the moderated‐mediation role of sustainability and economic enablers with marketing initiatives to promote business innovations beneficial to all stakeholders. The sustainability‐aligned innovations in products and processes reflect in gaining cost advantage, revenue generation, access to newer markets, and differentiation. It can be inferred from the study that sustainability and conducive marketing strategies can co‐create value across the value chain, providing tangible and non‐tangible corporate payoffs. This cross‐section in the research domain calls for environmental and business focus at the micro and macro levels, supported by pro‐business strategies, system efficiencies, productivity, and technological changes in synergy with the societal landscape. The findings discern strategic directions for practitioners to chart out an organizational portfolio centered around marketing innovations to create business value for the shareholders and sustainability value for the stakeholders, ecosystem, and society. The conceptual framework can help academicians comprehend the business model around sustainability, innovations, and marketing. The evolutionary mapping of the research domain can be used to discern corporate or macro‐level policies and transcend reforms aligned to the dynamic market/stakeholder expectations.

A Study on Customer Satisfaction of Titan Watches

This study looks on the level of customer satisfaction with Titan watches, a well-known brand in the watch industry. The study intends to examine a number of factors that affect consumer satisfaction, such as product quality, design, brand perception, after the sale servicing, and general customer experience. The study gathers and examines customer feedback using a thorough process that includes surveys and data analysis in order to identify the primary factors that influence satisfaction. The research provides significant insights into the dynamics of customer satisfaction within the watch industry by concentrating on Titan watches. The study's conclusions can help Titan with its marketing plans, new product ideas, and brand positioning. They can also advance knowledge about customer satisfaction in the watch industry.

Solidarity brand activism influences Black-Asian American linked fate: toward a minority-minority advertising paradigm shift

The concurrence of sociopolitical movements concerning multiple marginalized racial groups (e.g. #BlackLivesMatter and #StopAsianHate during the COVID-19 pandemic) has posed challenges in integrating activism advocacy and DEI (diversity, equity & inclusion) in marketing communication. However, the existing intergroup inclusive advertising scholarship has been predominantly guided by the hegemonic majority-minority paradigm. The present study aims to provide an exploratory research framework to shed light on the critical minority-minority relations that has been largely overlooked in advertising research. Through integrating racial triangulation, social identity, framing, and linked fate theories, this study examines how the Black-Asian solidarity activism integration messaging approach—as opposed to Black-centric and Asian-centric approaches—in brand activism advertising influences Black and Asian Americans’ perceived linked fate and group attitudes towards Black and/or Asian Americans as well as their consumer responses. Also, this study proposes a model to explore whether linked fate mediates such joint effects of activism integration approaches and audience identity. The findings demonstrated solidarity activism integration could positively impact consumers’ perceived collective linked fate with both Black and Asian Americans, while Asian-centric activism integration is more effective in increasing positive brand attitude and ad trust. Along with its theoretical, practical, and social implications, this work carves out new directions for brand activism research.

Queens of the Digital Realm: Unveiling of Female Social Media through Personal Branding Analysis

Personal branding is a crucial aspect of communication, particularly in social media. Someone who can influence others, usually referred to as an influencer, must have positive personal branding from the public perspective. An influencer can come from various industries besides entertainment, including politics and lifestyle. The research was conducted to examine personal branding as displayed by Maria Rahajeng and Tsamara Amany through their Instagram personal account, @tsamaradki, and @mariarahajeng, and to describe the alignment of their personal branding with the eight main concepts of Montoya's concepts. This study employed a postpositivist qualitative research methodology that focused on the personal branding phenomenon formed by the two influencers. This study uses eight main concepts of personal branding Montoya in analyzing content posted by the two influencers. Data was gathered from the influencer’s accounts through feeds, Instagram stories, reels, and comment features. Research results show that the personal branding displayed by Maria Rahajeng and Tsamara Amany differs according to the context of their work, where the two influencers show their respective advantages. Both influencers possess contrasting abilities in various aspects of Montoya’s eight main concepts in personal branding, setting them apart from one another.

The 4Fs model of digital marketing: Its impact on brand positioning

Introduction/Objective: The 4Fs of digital marketing — flow, functionality, feedback, and loyalty — enhance effective and appealing communication across digital platforms. This study aims to evaluate the application of the 4Fs model in a Mexico-based ecotourism hotel, validating its measurement framework and analyzing the relationship between these variables and brand positioning. Methodology: A quantitative, non-experimental, cross-sectional, descriptive, and correlational approach was employed. The study surveyed 280 followers of the company’s Facebook page, using a 21-item questionnaire. Confirmatory factor analysis with maximum likelihood estimation assessed construct validity, while Cronbach’s alpha coefficient measured reliability. Results: Pearson correlation analysis revealed a strong, significant relationship between the 4Fs of digital marketing and brand positioning: flow (0.808), functionality (0.829), feedback (0.885), and loyalty (0.864). All correlations were statistically significant at the 0.01 level (two-tailed). Conclusions: The study affirmed that the company’s efforts on its websites to foster pleasant user interaction and effective information retrieval significantly contribute to creating memorable brand associations.

Influence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombia

The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.

Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

Even though environmental values and sustainable branding have garnered much attention in the B2C context, B2B contexts remain relatively less explored. This study introduces a novel synthesis of Signaling theory and Stewardship theory and examines the moderating impact of brand governance on the relationship between green brand identity, consistent communication and channel partner commitment, leading to tactical green marketing orientation. Distinguishing itself from previous research, our approach embraces a multi-perspective lens, delving into the viewpoints of both channel partners and organizations (i.e., managers). Employing an explanatory sequential mixed method design, the first phase involved an empirical survey with 248 respondents (Study 1). Subsequently, the second phase (Study 2) comprised qualitative interviews with 41 respondents. The findings from both studies converged, revealing a positive association between “consistent communication” and “attitude,” a robust connection between “attitude” and “commitment,” and a favorable correlation between “green brand identity” and “attitude,” ultimately leading to a positive relationship between “attitude” and “green tactical marketing orientation". This research significantly contributes to the comprehension of B2B green brand positioning by demonstrating, that in the B2B context, brand governance influences channel partners' commitment and tactical green marketing orientation.

The Effect of Female College Students’ Perfume Consumption Propensities on Brand Attitudes and Brand Equity

The purpose of this study is to analyze the effects of female college students’ perfume consumption propensities on their brand attitudes and brand equity and to provide the fundamental data essential to establish a perfume brand marketing strategy. From August 14 to 28, 2023, an online questionnaire survey had been conducted with female college students who experienced any purchase of perfume. A total of 316 data were used for a final analysis. The results are as follows. First, regarding the effects of female college students’ consumption propensities on their brand attitudes towards perfume, more propensities for resource saving, planned purchase, and impulse buying-which are sub factors of consumption propensities-indicate higher brand attitudes. Second, regarding the effects of their consumption propensities on their brand equity for perform, more propensities for planned purchase, resource saving, and impulse buying indicate higher brand equity. Third, the impulsive buying tendency was the highest in the consumption tendency, and the resource saving tendency and planned buying tendency were high in the brand equity and the brand attitude. Based on the study results, it is considered that the study will be able to help to make reliable brand products in consideration perfume consumption propensities and to activate the perfume market.

Effective Role of Digital and Social Media Marketing on Consumer Behavior

This research paper investigates the effective role of digital and social media marketing on consumer behavior based on the results of a survey conducted among 100 participants. The survey aimed to explore the perceptions and behaviors of consumers regarding social media and its impact on brand positioning. The findings indicate a positive correlation between social media marketing and brand position, shedding light on the significance of digital platforms in influencing consumer behavior. Through a detailed analysis of the survey results, this paper provides valuable insights for marketers seeking to leverage digital and social media channels effectively to enhance brand positioning and consumer engagement.

Quảng cáo lan truyền: Phản ứng cảm xúc, thái độ và dự định chia sẻ của người xem

This research applied Lang’s model of limited intermediate information processing ability (2000, 2006, 2009) to test the impact of different emotional reactions to attitudes towards viral video advertising, brand attitude and sharing intention of Vietnamse viewer after watching viral video ads. Experimental Research Design is used to test the relationships between independent variables and dependent variables. Research results show that viral advertising brings a pleasant emotional response that will positively influence viewers’ attitudes toward the brand and their intention to share it with others. On the contrary, with unpleasant emotional reactions (unpleasant), viral advertising will make the viewer’s attitude towards the brand more negative and the intention to share will therefore be very low. For the rest, with viral video ads that bring a neutral feeling (coactive), its impact on viewer attitudes, brands as well as sharing intentions is only average, relatively. The research results will contribute to marketing knowledge studying emotions and attitudinal responses to advertising by conceptualizing emotional tone in a multidimensional perspective that allows for not only positive or negative but also mixed cooperative emotional tone.

MAPPING OF E-SPORTS SPONSORSHIPS ON PURCHASING DECISION

The communication between companies and their target customer groups holds a significant position within modern marketing approaches. These companies employ various channels such as advertisements, mobile applications, websites, and sponsorship activities to reach their intended customer groups. This, in turn, helps in establishing and reinforcing the brand's position in the minds of the group. Thus, the purpose of this study is to analyze the impact of sponsorship activities carried out by e-sports companies on consumers' purchasing tendencies. To model consumer perceptions, the study considers variables such as purchase intention and word of mouth and employs two decision trees to map the effects of e-sports sponsorships on consumer decisions and behaviors. The results indicate a negative relationship between consumers' purchase intention and a negative sponsor image. Furthermore, the decision tree model developed for word-of-mouth communication reveals that an increase in consumers' perception of the sponsor company's sincerity positively influences their inclination to recommend the brand to others. By utilizing the decision tree algorithm, this analysis of consumer behavior in the context of sponsorship activities fills a significant gap in the literature and provides valuable insights for future endeavors.

Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin

In the era of globalization, the significance of a product's Country of Origin (COO) in consumer behavior studies has gained prominence. COO serves as an intangible cue influencing consumers' purchasing decisions and product evaluations. Amidst the escalating trends of global trade and competition, COO emerges as a powerful determinant impacting the competitive positioning and business success of brands. Given this context, this study aims to elucidate the influence of COO on the purchasing behaviors of young Indian consumers in the context of white goods. Additionally, the study delves into the intricate interplay among COO, product evaluation, and purchase intention within the home appliances industry in India. Utilizing mediation analysis, the study reveals that product evaluation significantly mediates the relationship between COO and consumers' purchase intentions regarding white goods.

South Tangerang City's Strategy In Building A Brand Image Through Pamulang Square As Creative Tourism

The City of South Tangerang is trying to build a brand image by 2023. The concept of building a South Tangerang square is a positive thing in the environment, especially for the people of South Tangerang City. One of the goals is to provide entertainment with facilities and comfort for the community, such as exercising, gathering with family, especially for South Tangerang residents. South Tangerang Square can also help build and create a positive brand image in society. This research aims to find out the strategies carried out by the South Tangerang City government department in an effort to build a brand image through Pamulang Square as creative tourism. This research was conducted in South Tangerang City in 2023. This research approach is descriptive qualitative. Data were collected through observations at the location of Pamulang Square and interviews with administrators at the South Tangerang City Environmental Service. Source triangulation was carried out by interviewing residents who had visited the square. The results of this research show that the strategy used by the City of South Tangerang can make the public aware of the South Tangerang City square as an environmentally friendly location, thereby making it a location that can be used as a creative public space. The existence of regional, national and even international scale events held in the square shows that the city of South Tangerang is a creative tourist destination, thus attracting more and more tourists or visitors

Empowering Retail Intelligence

Abstract: Employing a mixed-methods approach, the study combines quantitative data from a survey and qualitative data from interviews with marketing professionals. Survey results demonstrate that personalized marketing messages based on sentiment analysis lead to a significant increase in customer engagement (click-through rate, purchase intent) and positive brand perception compared to generic campaigns. Qualitative interviews with marketing professionals reveal the potential of AI sentiment analysis for gaining deeper customer insights and tailoring marketing content, promotions, and ad creation..

Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry

The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market.

A Narrative Review of LGBTQ+ Marketing Scholarship

Marketing research on LGBTQ+ people has increased over the past two decades, entering mainstream marketing discourse – aligning with greater societal acceptance. This paper provides a contemporary review of marketing scholarship on LGBTQ+ communities published in Q1, and Q2 ranked Scimago marketing journals. Taking a social justice lens, this review examined whose voices were represented and how those voices were represented. The finding suggests samples studied were skewed towards heterosexual samples and those from the Global North. Where LGBTQ+ samples have been included, these were predominantly gay men. Three theoretical perspectives were adopted: attitudes and identity, meaning and interpretation and critical perspectives. In addition, the focus of the studies centred on four main themes: LGBTQ+ imagery in advertising, consumer behaviour of LGBTQ+ people, brand positioning and LGBTQ+ as a consumer market segment. Based on the findings, future scholarship should consider nuancing the multidimensional nature of the LGBTQ+ markets and investigates LGBTQ+ consumers as individuals with real and unique needs in their own rights.