Brand Quality Research Articles

Advancing Antecedents of Brand Personality: A Meta‐Analytical Review and Moderator Analysis

ABSTRACTProduct differentiation is essential to attract consumers. Besides functional brand characteristics, symbolic traits like brand personality are a value‐adding differentiation tool for marketers. While extant research has examined the relationships between brand personality and its antecedents, an extended and contemporary review is lacking. Building on the seminal meta‐analysis by Eisend and Stokburger‐Sauer (2013a) and consumer‐brand relationship theory, this study employs meta‐analytical techniques to synthesize past findings on the antecedents of brand personality. A significant increase in relevant studies and the opportunity to test potential moderators demand an improved meta‐analysis. The updated meta‐analysis covers 95 papers spanning 28 years (1997–2024) and a total of 1441 effect sizes. The findings yield new empirical generalizations, comparisons across brand‐personality dimensions, and insights into changes over time. The results of a moderator analysis indicate that consumer personality is a stronger antecedent in collectivist (vs. individualistic) cultures and for high‐self‐signaling products (i.e., products that permit consumers to build and express their self‐image through brand choices). Branding effects are stronger for experience (vs. search) products and in collectivist (vs. individualistic) cultures. In addition, product design is a stronger antecedent for students and high‐self‐signaling products. The findings provide managers with insights for building brand personality and suggest important directions for further research.

EXPRESS: Customer Experiences in Branded Metaverse Events: Effects on Brand Equity

EXPRESS: Customer Experiences in Branded Metaverse Events: Effects on Brand Equity

아이트래킹을 활용한 패키지 디자인의 구성요소에 대한 소비자의 주의력 연구 - 중국 판매 상위 5개 브랜드의 세제 패키지 디자인을 중심으로

In the highly competitive detergent market, package design plays a crucial role in attracting consumers and enhancing brand competitiveness. Particularly in offline environments, where consumers make purchase decisions within a limited time, detergent packaging must effectively and rapidly convey key information while also stimulating purchase desire. This study empirically analyzed the impact of package design components on consumer attention using eye-tracking technology. To this end, the study examined the package designs of the top five detergent brands by sales in China and conducted a quantitative analysis of eye-tracking data based on detailed visual attention metrics. The results indicate that consumer attention positively influences product and brand recognition as well as memory formation. Consequently, prioritizing the visual elements of package design based on product and brand characteristics is essential. Functional appeal products should position key information in locations where consumer gaze is most likely to land first, while emotional appeal products should incorporate design elements that enhance sensory immersion. Future research should further analyze the differentiation of design strategies by product category and establish practical package design guidelines applicable in the industry.

Psychologist's communication brand creation training

Introduction: At the present stage of social development, the problem of creation of a psychologist's communication brand is of particular importance. In conditions of military operations, the cnanges in mental health of the population have increased the demand for psychological services. Properly built communication between a psychologist and the audience may contribute to informing population about the services provided by a psychologist, increasing trust in him/her, popularizing psychological help, and developing a mental health culture. The communicative characteristics of a psychologist's professional brand are not only a tool for the psychologist's professional positioning, but also a socially significant factor in solving the current social challenges. Aim: to develop and test a psychologist's communication brand creation training. Methods: we used problem-finding teaching methods and organizational, directive and informational interactive techniques in accordance with the technological approach proposed by L. Karamushka. Results. The paper describes the goal, objectives and structure of the training. The training is made up of five training sessions: "The concept of a brand and features of a psychologist's professional brand", "Stages of creating a psychologist's professional brand", "The psychologist's communication brand and its main components", "The role of emotional intelligence in a psychologist's communication brand", "Organizational and psychological factors in creating a psychologist's communication brand" each of which uses relevant organizational, directive and informational interactive techniques. Conclusions: the testing of the training showed its effectiveness in creating a psychologist's communication brand.

The Aroma, Taste Contributions, and Flavor Evaluation Based on GC-IMS, E-Nose, and E-Tongue in Soybean Pastes: A Comparative Study.

The objective of this study was to assess and compare the characteristics of different soybean pastes by using intelligent sensory analysis. In this study, color, flavor, texture, and taste were regarded as four factors affecting the sensory quality of soybean pastes and the sensory quality of four different soybean pastes was evaluated using fuzzy mathematics. The sensory evaluation scores of samples L, Z, and W were very similar and significantly higher than that of sample Y. Gas chromatography-ion mobility spectrometry (GC-IMS) detected 111 volatile flavor compounds, with acids, alcohol, and ketones having a significantly higher relative content than other compounds, indicating their vital role in the flavor formation process of soybean pastes. Furthermore, partial least squares discriminant analysis (PLS-DA) model analysis identified 41 marker compounds that could differentiate the four types of soybean pastes. The overall odor and flavor profile were detected by the E-nose and E-tongue. These fundamental results lay the groundwork for future research on the similarities and differences between the flavor characteristics of different brands of soybean paste.

Fundamental and specific characteristics of brands

The article discusses the fundamental and specific characteristics of brands. The article provides a standardized definition of the term "brand" in accordance with the international standard ISO 10668 "Brand valuation in monetary terms: approaches to measuring brand value" and the author's definition of the term "brand". It is established that the fundamental characteristics of brands include brand identifiers, individual characteristics and identity, and the specific ones include reputation, expectations and promises of the brand, their characteristics are given and the relationship between them is shown. The benefits of manufacturers of branded goods and services, as well as for consumers, are revealed.

Impact of Zero Moment of Truth on Consumer Judgments, Feelings, and Brand Resonance

This study examines the significant impact of Zero Moment of Truth (ZMOT) on customer judgments, feelings, and brand resonance through regression analysis. The research focuses on how online information searches by consumers influence their perceptions of brand quality, credibility, consideration, and superiority, as well as their emotional responses to brands. The results indicate that a significance value (Sig.) below 0.05 leads to the rejection of the null hypothesis, confirming that ZMOT significantly affects both customer judgments and emotional connections with brands. Additionally, the study finds that ZMOT plays a crucial role in shaping brand resonance, a key indicator of strong emotional and psychological connections between consumers and brands. These findings underscore the importance of ZMOT in influencing consumer behavior and highlight its potential for enhancing brand equity

Multisensory Design: Engaging All Senses in Product Development

The multisensory design approach has emerged as a powerful methodology for creating products that engage users beyond visual aesthetics, incorporating touch, sound, smell, and other sensory dimensions. By orchestrating coherent sensory touchpoints throughout user interactions, designers can communicate brand characteristics and create stronger emotional connections with consumers. This article leverages the brain's natural integration of sensory inputs to form more memorable experiences and lasting impressions. The Define-Create-Test-Apply methodology provides a structured framework for implementing multisensory design, with applications demonstrating particular success in home appliances where careful engineering of auditory, tactile, thermal, and visual elements transforms utilitarian objects into meaningful experiences. Despite implementation challenges including cultural variations in sensory preferences, technical complexity, specialized testing requirements, and cost considerations, the future of multisensory design continues to evolve with adaptive systems that personalize experiences, integrate with broader environments, promote wellbeing, and communicate sustainability through intuitive sensory languages.

An Inside-out Model of Retail SME Brand Orientation for an Emerging Market

Abstract Brand orientation is a management philosophy that places the brand at the centre of management decision-making and is critical for developing strong, competitive brands. This study aimed to identify the internal elements/drivers necessary for brand orientation development in small and medium-sized enterprises (SMEs). Using a novel, multidimensional approach to brand orientation, this study contributes towards understanding SME brand orientation in emerging markets. Building on the literature on brand orientation, brand development and SME branding, the study sought to identify the dimensions and constituents of brand orientation of SMEs in emerging economies from the perspective of owners/managers. This quantitative study relied on data obtained from a questionnaire administered to 265 owners/managers of SMEs in Tshwane, South Africa. Building on insights gained through partial least squares path modelling (PLS-SEM), the findings revealed that brand development is a significant dimension of brand orientation while brand resources, brand characteristics, brand perception and perceived advantage are not. The most transformative insight from the study was that for SMEs, brand resources are not positively related to brand orientation, hence, an SME with resource constraints can also be brand oriented. Furthermore, the findings showed that some of the proposed brand orientation dimensions are positively related to one another, indicating the need for a multi-dimensional approach to the brand-building process. From a practical standpoint, the study suggests that given how resource constraints do not hinder brand orientation, SMEs should prioritise resource-independent brand orientation by leveraging intangible assets such as their expertise, networks and commitment to quality.

Impact of Celebrity Endorsement and Attitude Toward Luxury Brand: Role of Perceived Quality and Brand Loyalty

Celebrity endorsement is one of the most well-known marketing strategies. It is regarded as a successful tactic for creating a distinctive brand identity. When selecting a celebrity, a number of things need to be taken into account. Finding the right celebrity is a difficult undertaking, but matching the celebrity with the brand is much more difficult. Keeping this in mind the goal of the current study was to determine how celebrity endorsements affect a number of factors, such as attitude towards luxury brands, perceived quality, brand loyalty and purchase intention of luxury brands. We learnt about the changing aspects and complications of the market within the youth in context. 130 individuals in all responded our survey, adding to the hypothetical and practical discussions. The importance and value of celebrity endorsements as an analytical tool is highlighted by our findings, which demonstrated an inverse relation between dependent and independent variables. These insights enabled us to offer conclusions and recommendations by optimizing the process of integrating research findings with practical methods. Additionally, we observed that adequate celebrity endorsement can have a significant positive effect on the marketing of luxury brands.

The impact of brand perception of “standards + certification” regional quality brands on consumer loyalty – the case of “Zhejiang manufacturing”

PurposeSince the “Standards + Certification” regional quality brand initiative has become a key component of China’s efforts to promote a quality-driven economy, this paper aims to examine the effect of perception, trust and satisfaction toward the regional quality brand on consumer loyalty.Design/methodology/approachData were collected from 401 consumers who have bought “Zhejiang Manufacturing” regional quality brand products. The structural equation modeling (SEM) technique was applied to assess the relationship of the research model.FindingsThe results show that brand perception, trust and satisfaction toward regional quality brands all significantly positively impact both consumer behavioral and attitudinal loyalty. Further, the results confirmed that brand trust and satisfaction fully mediate the relationship between brand perception and behavioral loyalty and partially mediate the relationship between brand perception and attitudinal loyalty.Originality/valueThis study presents a conceptual model on the impact of perception toward regional quality brands on consumer loyalty in a field where little research has been done. It offers a consumer-focused analysis that advances the theoretical and empirical knowledge of regional quality brands.

Examining the Mediating Role of Social Media Engagement on Brand Loyalty: A Case Study of iPhone Users

This study investigates the mediating role of social media engagement on the relationship between brand-related factors and brand loyalty among iPhone users in Saudi Arabia. Specifically, it examines how perceived brand quality, customer satisfaction, and brand trust influence brand loyalty, both directly and indirectly through social media engagement. Using a quantitative approach, data was collected from 344 iPhone users and analyzed using Smart PLS-SEM. The findings support all ten proposed hypotheses, demonstrating that perceived brand quality, customer satisfaction, and brand trust positively affect brand loyalty. Furthermore, these factors also positively influence social media engagement, which in turn strengthens their relationship with brand loyalty. The study confirms the significant mediating role of social media engagement, highlighting its importance in building and maintaining brand loyalty among iPhone users. These findings offer valuable insights for marketers seeking to leverage social media strategies to enhance brand loyalty in the Saudi Arabian market.

PELATIHAN STRATEGI BRANDING UNTUK PENGEMBANGAN EKONOMI KREATIF BERBASIS KEARIFAN LOKAL

This Community Service Program aims to provide training on branding strategies for developing creative economies based on local wisdom. Conducted by Universitas Gunadarma in collaboration with the Young Indonesian Lecturers Association (ADMI), the program utilizes a multidisciplinary approach encompassing 10 fields of study, such as management, engineering, and communication. The training integrates theory and practice, leveraging information and communication technology (ICT) to support local entrepreneurs in maximizing their cultural and local potential. The program enhances the competitiveness of local products through strong brand identities, digital marketing strategies, and the development of soft skills such as creativity, adaptability, and collaboration. Through simulations and real-world case studies, participants are guided to design, test, and evaluate their branding strategies. The expected outcomes include improved local brand quality, growth of the creative economy, and strengthened cultural identity, which positively impact the sustainability of regional economies.

Digital Marketing Strategies and Consumer Behaviour: Insights into Online Purchase Intention for Halal Cosmetics in Malaysia

This study examines digital marketing strategies and consumer behaviour, focusing on online purchase intention for halal cosmetics in Malaysia as purchasing shifts from physical stores to online platforms post-COVID. It introduces a novel framework investigating the direct and indirect effects of social media engagement, halal brand awareness, and halal brand quality on online purchase intention, with attitude as a mediating factor, based on the Theory of Planned Behavior (TPB). An online survey was conducted in 2024 among 268 Muslim females aged 18 to 26 (Gen Z) using 5-point Likert scale questions and convenience random sampling, with data analysed through partial least squares structural equation modelling (PLS-SEM). Findings reveal that social media engagement, halal brand awareness, and halal brand quality significantly influence online purchase intention, with attitude as a crucial mediator in these relationships. These results highlight the importance of fostering positive consumer attitudes through effective social media engagement, strong halal branding, and an emphasis on product quality. Future research could expand the framework to include older demographics, additional regions, and moderating factors like income level, education, and electronic word-of-mouth (eWOM) to provide deeper insights into online purchasing behaviours for halal cosmetics.

Eksplorasi Pengalaman Konsumen terhadap Peran Online Customer Review dan Citra Merek terhadap Keputusan Pembelian Kosmetik pada Aplikasi Sociolla

The development of information technology and e-commerce has changed consumer behavior, especially in the cosmetics industry. Platforms like Sociolla are the main choice for consumers to buy cosmetic products online. This research explores the influence of online customer reviews and brand image on cosmetic purchasing decisions on the e-commerce platform. Customer reviews, both positive and negative, serve as an important reference that influences consumer perceptions of brand quality and credibility. On the other hand, a strong brand image can strengthen purchasing decisions by creating a sense of trust and emotional attachment. Using a qualitative approach, this research explores consumers' subjective experiences to understand the role of online reviews and brand image in purchasing decisions. The research findings are expected to provide deeper insight into the dynamics of consumer behavior in the Indonesian cosmetics e-commerce ecosystem.

Advanced detection of bisphenol A in plastic water bottles using liquid-liquid phase extraction and LC-MS.

The release of endocrine-disrupting chemicals (EDCs) can harm humans and wildlife. It is therefore important to monitor bisphenol A (BPA) consumption, an endocrine disruptor commonly found in water from plastic products, and detect BPA at low concentrations for accurate health risk assessments. We present a method for estimating BPA levels in plastic-bottled products that is highly sensitive, precise, and effective. BPA analysis was performed using advanced liquid chromatography-electrospray ionization tandem mass spectrometry (LC-ESI-MS/MS), with multiple reaction monitoring (MRM) on a state-of-the-art Orbitrap mass spectrometry system using negative ionization techniques. To assess the quality of Indian brands of water, we used LC-MS to obtain balanced hydrophilic-lipophilic extracts. Brand water samples showed efficiently separated BPA in 2.35 minutes, with other sources typically taking between 5 and 8 minutes. BPA concentrations, measured within a range of 10 ng mL-1 to 1 pg mL-1 with a lower detection limit (LOD) of 0.037 ng mL-1, were characterized by dynamic linear ranges and corresponding linear equations for each compound. We also evaluated the reproducibility and sensitivity of the detection of BPA in different water samples, including mineral, river, and tap water, with low levels of BPA found in Indian river water (below 4.54 ng mL-1). Thus, this study explored alternatives to solid phase extraction (SPE) for screening BPA analogs in water samples, and real samples from an Indian supermarket revealed BPA in plastic bottles at concentrations comparable to those described in Europe, the United States, Korea, Japan, and China.

Exploring the influence path of brand relationship quality of agricultural products' regional public brand with a dual-attention perspective

Exploring the influence path of brand relationship quality of agricultural products' regional public brand with a dual-attention perspective

Justification of the choice of demulsifier and technology for effective emulsion destruction in the borehole production collection system

The presented work examines the causes of the formation of petroleum emulsions, their classification and properties. An overview of methods for combating water-oil emulsions is given. The characteristics of demulsifier brands, such as purpose, appearance, kinematic viscosity and pour point, have been studied. The characteristics of the field oil, gas and water collection system are described, as well as a diagram of a booster pumping station and its specific reagent injection site. The characteristics influencing the destruction of oil emulsions by means of a demulsifier are discussed. The article presents the selection and analysis of the studied demulsifiers. The qualitative state of the interphase boundary, the content of residual water and the ability to destroy the emulsion are investigated. The calculation of the operating flow rate and dosage of the most cost-effective demulsifier, as well as the supply of a dosing pump, is given.

Halal brand quality and halal food purchasing intention among university students: The moderating effect of customer-employee interactions

Halal brand quality and halal food purchasing intention among university students: The moderating effect of customer-employee interactions

CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk

CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk