Brand Choice Research Articles

Estimating dynamic logit models with unobserved individual heterogeneity and with application in household brand choices

Estimating dynamic logit models with unobserved individual heterogeneity and with application in household brand choices

Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

ABSTRACT This study developed environmental, social, and governance (ESG) attributes in the hotel industry and tested their effect on hotel brand and consumer behavior using mixed methods. The qualitative approach was used to develop 11 hotel ESG attributes, while the quantitative approach was used to test research hypotheses. Furthermore, a fuzzy-set qualitative comparative analysis was used to test necessary and sufficient conditions. The results showed that most of the hypotheses were accepted, and that hotel ESG attributes had a positive effect on hotel brand and consumer behavior. Based on the results, this study provides meaningful and important insights into hotel ESG.

Understanding the digital customer journey of Indonesian full service restaurants in sourcing food suppliers

This study aims to provide a comprehensive understanding of the needs, preferences, and behaviors of its target market in the Indonesian full-service restaurant (FSR) sector. Firstly, it seeks to map the customer journey of FSRs in the food supplies purchasing process, identifying key touchpoints, brand awareness levels, information sources, and factors influencing brand choice. Secondly, it evaluates the effectiveness of various digital marketing channels, such as social media advertising, search engine marketing, and email marketing, by analyzing cost-per-lead and conversion rates to identify the most efficient channels for acquiring new FSR customers for PT MBI. Finally, the research intends to develop a data-driven digital marketing strategy that optimizes customer interactions, enhance brand visibility, and improve lead generation at each decision-making stage to drive sales conversions and increase customer lifetime value. The results of this study show that the current focus of PTXYZin the FSR segment lies between two segments: Relationship-Driven Traditionalists and Hybrid Decision-Makers.

Enforcement Branding Choice for SMEs Specialty Food Brands Among Indonesian Millennials

Enforcement Branding Choice for SMEs Specialty Food Brands Among Indonesian Millennials

Role of Brand Familiarity on the Influence of Electronic Word-of-Mouth and Customers’ Behavioral Intentions

Despite the increased confidence in e-commerce, consumers remain skeptical when shopping online and therefore rely on electronic word-of-mouth generated by other consumers to aid their brand or store choice. Because eWOM can have detrimental or beneficial effects on brands and is beyond the control of firms, measuring the extent to which consumers use this information source to inform their decisions is a major challenge facing scholars and practitioners. This study examines the influence of eWOM on customers’ behavioral intentions and tests the role of brand familiarity. Five hypotheses are developed and tested based on the accessibility-diagnosticity theory and the elaboration likelihood model. A sample of 432 participants was recruited from a university in Southeastern Nigeria to participate in a [Formula: see text] between-subject factorial experiment. The results show that the positive or negative sentiments conveyed in eWOM messages and the familiarity of a brand affect customers’ behavioral intentions independently, and that the volume of eWOM messages interacts with brand familiarity to impact these behavioral intentions such that unfamiliar brands benefit more from high volume than familiar retailers do. The implication is that firms can overcome the problem of familiarity and performance risk by motivating and displaying as many eWOM communications as possible in their social media and advertisements.

The Nature of Airport Brand Associations

This study examines the nature of brand associations that air travellers form with airports and which associations are important when choosing between airports. Using semi-structured qualitative interviews, this study collected information about 240 participants’ most recent trips using air travel, encompassing 642 airport visits and 88 airports worldwide. The associations that participants made with the airports they travelled through were collected, as well as the sorts of associations that are important for choosing between airports and why those associations are important. The data were analysed using thematic analysis, revealing 13 themes each for airport brand associations and important associations for choosing between airports and 14 themes for reasons why those associations were important. Single-sample t-tests reveal that each of these themes has a different effect size in terms of its effect on airport brand association formation and its effect on attitudinal brand choice. This study contributes to the air transport and tourism literature by providing a detailed account of which associations air travellers form with airports and which are used for choosing between airports by contextualising these findings by viewing airports as compound brands. Managerial implications are also provided along with avenues for future research.

Tracking time-varying brand equity using household panel data

This paper proposes a novel yet simple approach for tracking time-varying utility-based brand equity using household panel data. Our two-stage procedure allows us to estimate a discrete choice model that explicitly accounts for consumer heterogeneity, state dependence, price endogeneity, and dynamic brand equity. We present dynamic brand utility as a time-varying measure that adds to current market-based or mindset metrics. An empirical study of household purchases in the detergent category reveals that brand equity varies over time. The temporal changes in the brand equity of single brands and the differences across brands have significant implications for consumers’ brand choice and, consequently, for brand management. Therefore, the dynamic utility-based model offers valuable support for tracking a brand’s state, including the brand’s competition, and for making appropriate marketing decisions.

Estimating own-price and cross-price elasticity of cigarette consumption by price tiers in Bangladesh

ObjectivesThe overall price elasticity of cigarette consumption in Bangladesh has been studied extensively. The estimates of price elasticity by price tiers are not available in the existing literature.MethodsUsing cohort data...

Re-imagining African millennials’ brand buying and distribution channel selection behaviour in a technologically disrupted world

Purpose This paper aims to investigate the factors that influence millennial purchase behaviour, brand choice and distribution channel selection in an evolving technology-driven environment. Design/methodology/approach The study was exploratory, using qualitative methods of personal interviews and some ethnographic observations to collect data from 585 millennials from ten cities in nine African countries. Findings Findings from the study confirm and support the critical role of e-commerce in facilitating millennials engagement with brands, highlighting how brand purchases are integral to their lifestyle choices. There is an overwhelming confirmation of the importance of influencer marketing and social media in shaping purchase decisions, with new insights into the role of local micro-influencers and social networks. The findings from the study highlight the pivotal role of a brand’s country of origin in influencing millennials’ brand preferences. The study supports and advances insights into the importance of online shopping and diverse factors influencing millennials’ selection of distribution channels. Practical implications There is an opportunity to leverage the growing mobile telephone penetration and social media usage to develop innovative integrated marketing communications strategies. There are opportunities for co-creating marketing communication campaigns with millennials in different settings. These are outlined in the practical implications section. Originality/value The paper is based on original empirical data collected from ten countries and explores the behaviour of a growing but under-researched segment of millennials in Africa.

Beyond Likes and Shares: Exploring the Influence of Social Media on Brand Choices among College of Business Students at a Private Higher Education Institution in the Philippine

Social media platforms are pivotal where consumers express opinions, seek information, and engage with brands. This study investigates the impact of social listening and social search on consumer behavior and brand engagement. Social listening involves tracking and analyzing online discussions across various platforms, while social search refers to utilizing social media platforms as search engines for information and product discovery. This research explores these practices to assess their influence on consumer perceptions, decision-making processes, purchasing behaviors, and brand loyalty. It employs a quantitative approach, utilizing regression, correlation analyses, and survey data from social media platforms. Key findings indicate that social listening and social search significantly affect consumer perceptions, aiding in product discovery and understanding brand attributes. Positive social media interactions strongly influence purchasing decisions, while active engagement with brands on social media is evident, especially when brands respond to interactions or run interactive campaigns. Moreover, social media emerges as a primary source of product information, with user-generated content deemed more authentic than traditional advertising. The study underscores the effectiveness of social listening tools in providing valuable insights for businesses, enhancing brand perception, and earning consumer loyalty. Gender is a significant factor influencing various aspects of consumer behavior on social media, while educational background has a comparatively more minor impact. Overall, this research illuminates the pivotal role of social listening, social search, and social media interactions on consumer behavior and fostering brand engagement. The findings offer actionable insights for businesses to tailor marketing strategies, prioritize engagement, and leverage user-generated content in the digital landscape.

Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust

The COVID-19 pandemic has heightened public awareness regarding the importance of health insurance. Several factors influencing the choice of an insurance brand include the plan value, agent characteristics, referrals, and consumer trust. Over the past five years, the use of influencers has expanded as they are believed to influence consumer intentions to purchase insurance services. Primary data was collected through a survey of 181 respondents who did not have an insurance policy but had seen the content of the insurance company’s marketing communications presented by influencers. Using SEM-PLS to analyze the primary data, the study found that agent characteristics and influencer credibility directly affect an insurance brand’s consumer trust and purchase intention. Meanwhile, referrals have a significant direct effect on consumer trust but not directly on purchase intention. Conversely, the plan value offered by insurance companies directly affects purchase intention but has no direct influence on consumer trust. Despite finding that consumer trust was insignificant in mediating the effect of referrals, agent characteristics, plan values, and influencer credibility on purchase intention, this study validates the role of agent characteristics, plan values, and influencer credibility in influencing consumer’s intention to purchase insurance products.

The Influence of Children on Parents’ Purchase Decision for Nutritional Health Drinks: A Study of Delhi, India

Children use different types of influence strategies to persuade their parents to buy a product of their choice and possess a significant impact on their parents’ buying behaviour. The present survey-based descriptive research study focused on the adolescents population of Delhi and aims at analysing the brand preferences among children for nutritional health drinks and the influence of children on parents’ purchase behaviour for such drinks. The data for research was collected from a sample size of 200 respondents of the age group 10–19. The results of the study show that the brand preferred by the majority of the children is Bournvita, and the brand features that attract the majority of the individuals are the nutritional value and health benefits claimed, while product packaging and taste also influence the brand choices of children, and advertisement is the major source of information for different brands for children. Analysis of data also shows the most preferred and different combinations of influence strategies used by children. Females and children of the age group 10–14 have more influence on their parents’ purchase behaviour as compared to males and children of the age group of 15–19 as per the findings of our study, and it shows that children’s influence exists on parents’ purchase decisions for nutritional health drinks.

Determinants in Used Car Purchase Results

The automotive industry in Indonesia continues to experience rapid growth amidst intense competition among companies to create flagship products. This development is spurred by various factors, including lifestyle changes and the increased social status of the population. This research investigates the factors influencing the decision to purchase used cars in Jakarta, particularly among individuals aged 18-40. The automotive industry in Indonesia is undergoing rapid growth driven by lifestyle developments, increased community mobility, and enhanced social status. The purchase of used cars has become an intriguing phenomenon in the dynamics of the automotive industry, with consumers influenced by economic considerations, diversity in model and brand choices, and individual preferences. The respondents in this study are individuals aged 18-40 who are interested in purchasing used cars in Jakarta. A survey method is employed to collect data, with questionnaires distributed to randomly selected respondents. Data analysis is conducted to identify the key factors influencing the decision to purchase used cars. Purchasing used cars is an interesting phenomenon observed in the dynamics of the automotive industry. Consumers in this purchasing process are influenced by several factors, including economic considerations such as affordable prices and lower depreciation values compared to new cars. Additionally, the diversity of model and brand choices is also an important consideration for consumers when choosing used cars. The findings of this research are expected to provide deeper insights into the preferences and needs of consumers when buying used cars in Jakarta. These findings can serve as a guide for used car manufacturers and the automotive industry as a whole in designing more effective

The Influence of Purchasing Channels and Brands on Purchasing Decisions Freight Forwarding Services PT Pos Indonesia

The experience and extensive network of goods delivery service PT Pos Indonesia (Persero) does not make it the main choice for consumers. In fact, recently the goods delivery service PT Pos Indonesia (Persero) has always been inferior to its competitors from private companies. There are at least two top factors in choosing PT Pos Indonesia (Persero) goods delivery services by consumers, namely purchasing channel selection and brand selection. The purpose of this research is to determine the influence of purchasing channel selection and brand selection on purchasing decisions for PT Pos Indonesia (Persero) goods delivery services among e-commerce consumers. The research method used in this research is a quantitative research method using primary data obtained using a questionnaire distributed to 97 people and using secondary data as supporting data. The analytical methods used in this research are validity test, reliability test, classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test, hypothesis test using the f test, t test, and coefficient of determination test. The results of this research show that the choice of purchasing channel and brand choice influence partially or jointly the decision to purchase PT Pos Indonesia (Persero) goods delivery services among e-commerce consumers.

A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ AUTOMOBILES IN DELHI NCR

In order for the car company to gain advertising power, it needs to understand what consumers want in order to come up with a final product that satisfies them in terms of price, quality, and utility. Examining the demand for the particular type of motorbike in the city of Coimbatore, Tamil Nadu, India. There is a high degree of congruence between consumer propensity and actual purchasing behaviour. To do this, a showcase overview was carried out with one hundred people in the contemplation zone. Authorized merchants should also devise an appropriate notice to attract local clients, and promotional campaigns should focus on reaching the extreme custom. There have been advancements in the two-wheel market thanks to the introduction of the Legend Honda bicycle. The business should introduce a plethora of stylish two-wheelers. After the part, we survey Saint and Saint Honda customers to find out which brand they lean towards. Results about the brand choice of the client are documented. Based on our research, we know that Saint Honda is gaining market share in the two-wheeler industry, and we are curious to see what happens next for Honda.

Times They Are A-Changin’? Evolving Representations of Women in the Assassin's Creed Franchise

This study analyzes representations of women—protagonists and NPCs—in Assassińs Creed games between 2007 and 2024, to explore the impact of the last decades’ work for gender rights on the English language AAA game industry. Through close playing, we explore game bodies with attention to the surface level of narrative, graphics, sound, and underlying mechanics of actions and reactions. Through netnography, we add promotional material, retail sites, and social movements of importance to the analysis. Results show four eras for female protagonists: nonexistent, protagonists in side games, defined by their male coprotagonists, and choose your gender. Over the 17 years studied, women are more present, and NPCs are more complex. Though female protagonists remain sidelined or shallow representations as female skins on male characters. We discuss how discrepancies and conflicts between artistic visions, marketing, and brand choices impact how women are represented, and the impact on representation by external cultural events, for example Gamergate/Metoo, during this period.

Plastic-Free Brand Choices as a Holistic Approach to Self-Care: A Netnographic Analysis of Young Consumers’ Motivations

Plastic-Free Brand Choices as a Holistic Approach to Self-Care: A Netnographic Analysis of Young Consumers’ Motivations

Examining consumers’ m-wallet service brand choice decisions at the post-adoption stage: an empirical investigation

Examining consumers’ m-wallet service brand choice decisions at the post-adoption stage: an empirical investigation

Why advertisers should embrace event typicality and maximize leveraging of major events

AbstractThe current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it).

The efficacy and safety of neubotulinumtoxinA for the treatment of forehead horizontal lines in Asians - A clinical, prospective, interventional, split-face study.

Botulinum toxin injections are widely sought after in the field of medical aesthetics, offering consumers a variety of brand choices. Two commonly available botulinum toxin products, onabotulinumtoxinA and neubotulinumtoxinA, are featured in numerous clinics, leading many to question whether there are discernible differences in results, given their varying price ranges. To evaluate the efficacy and safety of neubotulinumtoxinA for the treatment of forehead horizontal lines. A 12-week prospective, single-centre, interventional split-face study was conducted, including 30 subjects. These enrolled subjects received a single treatment session, with neubotulinumtoxinA applied to the left side of the forehead and onabotulinumtoxinA to the right side. A superficial injection was performed in all individuals, where the product was injected subdermally in the frontalis muscle. Evaluation was conducted at baseline, 7 days, 14, days and 4, 8, and 12weeks after treatment, both when the eyebrows were at maximum lift and in a resting position. Treatment efficacy was assessed by two physicians and self-assessed by the patients, using the Fitzpatrick Wrinkle Classification system. Adverse events were documented to evaluate safety. The study found no statistically significant difference in the efficacy of neubotulinum and onabotulinum for treating forehead wrinkles, as indicated by p-values above 0.05 for both static and dynamic conditions. No safety and adverse events were observed in both formulations. This study has demonstrated that neither formulation is inferior to each other in the treatment of forehead horizontal lines.