Brand Competition Research Articles

Why do consumers prefer one brand over another? The economics and sociology of brand competitiveness

In this paper, we introduce mathematically a formal definition of brand competitiveness. We propose a unified formal framework, where agents, in choosing a brand, have both economical and sociological motives (consistent with the behavior of both Homo economicus and Homo sociologicus). In particular, we take into account four key characteristics of a brand: (i) price, (ii) quality, (iii) peer recommendations, and (iv) the effectiveness of the firm's marketing campaign. Brand competitiveness is shown to depend on these dimensions and on consumers' sensitivities to them. The formal definitions and analysis we provide can be used in future empirical work to test the emerging construct of brand competitiveness, as well as its antecedents and effects. Our paper demonstrates the value-adding synergies associated with the combination of economics, sociology, and strategic brand management.

Co‐op advertising in randomly fluctuating markets

We consider a dynamic Stackelberg game between a manufacturer and a retailer facing a randomly changing market environment (boom–bust cycle) modeled as a Markov process over time. The manufacturer announces the national advertising effort and a cooperative (co‐op) advertising subsidy, and the retailer sets the local advertising effort. We derive the optimal feedback equilibrium advertising strategies and show that the channel members are forward‐looking in their advertising decisions. In the single‐crisis case, both the necessary and sufficient conditions for a positive subsidy reveal that the subsidy decision hinges on the relative profit margins before and after the crisis. Our comparative statics analysis indicates that the presence of national advertising enriches the members' advertising behaviors significantly. Furthermore, the pre‐crisis (post‐crisis) aggregate advertising contribution of the supply chain generally decreases (increases) in the damage rate and the crisis likelihood, as in the single‐firm case. But the individual advertising behaviors of the members may exhibit richer structures, depending on the comparative advantages of the members in each state. In addition, our numerical studies demonstrate that channel members can suffer sizable losses when they adopt myopic advertising strategies over their regime‐switching counterparts. Finally, we extend our analysis to incorporate retail and brand competition and show that the channel members' advertising behaviors are reasonably consistent with those without competition.

THE APPLICATION OF BRAND MANAGEMENT IN THE DEVELOPMENT OF CHINESE AGRICULTURAL ENTERPRISE

China is a big agricultural country, as well as a major producer and exporter of agricultural products. In recent years, China's agricultural economy has been developing continuously, the foreign trade of agricultural products has been expanding constantly, and the trade of agricultural products has developed rapidly. With the advent of the Internet era and the deepening of market competition, the development of China's agricultural industry gradually shows a trend of brand, China's Ministry of Agriculture and villages has continuously strengthened its top-level design, designated 2017 as the "year of Agricultural Brand Promotion", issued the "opinions of the Ministry of Agriculture and villages on speeding up the Promotion of Brand strengthening Agriculture" in 2018, and guided and launched the construction of China's agricultural brand catalogue system in 2019, providing a policy guarantee for agricultural brand construction. All localities, in accordance with the idea of "building a brand, bringing an industry alive, rich farmers", rely on the advantages of resources, highlight planning and guidance, promote brand work as a whole, and promote the rapid development of characteristic industries. Planting brand, animal husbandry brand, fishery brand, rural characteristic brand, "China Land Reclamation" brand, cooperative brand and other industry brands have developed vigorously. Actively use the Agricultural Fair, Tea Fair and other well-known domestic exhibitions to promote brands to create a good atmosphere for development. With the help of modern information technology and media, we can innovate brand marketing and effectively improve the brand influence of agricultural products. This paper analyzes the development stage of China's agricultural brand construction, summarizes the characteristics of China's agricultural brand development, points out the main problems existing in the development of China's agricultural brand. In order to improve the competitiveness of Chinese agricultural brands in the international and domestic markets, the development trend of Chinese agricultural brands is put forward.

Credibility and price premium-based competitiveness for industrial brands

Extant research on brand competitiveness concentrates on the B2C contexts, yet it remains poorly understood in the B2B contexts, especially for industrial brands. This current research aims to investigate how seller credibility potentially drives organizational buyers' willingness to pay price premiums (WTPP) through customer-company identification and buyer long-term orientation. In particular, we argue that buyer WTPP represents the industrial brands' competitiveness since buying firms express such strong preferences for the industrial sellers’ products and services compared to competitors that they are willing to pay price premiums. Based on data from 454 US-based industrial buyers, our findings generally support the proposed hypotheses. Our research sheds light on how industrial sellers can build their brand competitiveness. Actionable insights for research and managerial practice are provided.

Analisis Strategi Pemasaran Layanan Pos Express Pada PT. Pos Indonesia (PERSERO) Jakarta Selatan

Analysis of the marketing strategy for Pos Express services at PT. Pos Indonesia (Persero) in South Jakarta is a study that aims to understand and analyze the marketing strategy implemented by PT. Pos Indonesia (Persero) to promote Pos Express services in the South Jakarta area. In this study, an analysis of the market and competitors, market segmentation, targeting and positioning is carried out. The results of this analysis are then used to formulate an appropriate marketing strategy to increase the number of Pos Express subscribers in the South Jakarta area. The results of this study indicate that PT. Pos Indonesia (Persero) has a sizable opportunity to expand the Pos Express service market in South Jakarta by optimizing the use of technology and improving service quality. In addition, PT. Pos Indonesia (Persero) needs to carry out more effective promotions to attract new customers and retain old customers. The marketing strategies recommended in this study include: improving the quality of Pos Express services, offering competitive prices, increasing promotion and branding, optimizing the use of technology and innovation, and improving the quality of customer service. By implementing the right marketing strategy, PT. Pos Indonesia (Persero) is expected to increase market share and maintain its superiority in the courier and logistics industry in Indonesia, especially in the South Jakarta area.

The Practice and Innovation of Energizing the Competitiveness of Brand of County by the IP of Culture and Tourism at Zigui

The integration of culture and tourism makes the interaction between culture and tourism deeper and closer. After years of vigorous development, the tourism of county is no longer like before building infrastructure in the entire scenic area, and the economy of county no longer relies on hardware construction and a large investment. And now a new focus is needed to promote the economy and brand competitiveness of the county. Combining the IP (intellectual property) construction method in the Internet era with regional brands with local cultural characteristics, an innovative form of IP for county cultural and tourism brands at present is created, the Zigui County of Yichang City is the practical example of the innovative form. Combine with the unique culture of Qu Yuan, the Dragon Boat Festival, and navel orange specialty of Zigui, the IPs of brand of the county that are called “one da three xiao”, which are Qudafu, Chengxiaozi, Zongxiaogui, and Zhouxiaolong, were created. The IPs are deeply loved by tourists, and quickly stand out in the competition of tourism spread in the surrounding counties and cities. By energizing the competitiveness of brand of the county through IP, the new appearance of county brand of the Zigui, which effectively attracts traffic and drives the economic promotion of Zigui County, is displayed with affinity, sustainability and influence.

Comparative Analysis of Samsamani Vati/Guduchighana Vati of Competitive Ayurveda Pharmaceuticals of India

Guduchi/Giloy (Tinospora cordifolia) is declared a national herb of India due to its multiple medicinal properties. Samsamani Vati is also known as Guduchi ghanavati (a concentrated form of decoction of Guduchi stem) the secondary Kalpala (formulation) derived from the primary Kwatha Kalpana (decoction). Samsamani Vati is freely distributed by the Ministry of AYUSH in all states and union territories of India as prophylaxis for COVID-19. The molecular docking of Tinocordicide - a constituent of Guduchi (Tinospora cordifolia) showed significant interruption of the viral RBD and host ACE2 interactions. T. cordifolia, T. crispa, T. sinensis, T. smilacina, T. bakis, and T. sagittata are different species of Guduchi, whereas Tinospora crispa and T.sinensis are hepatotoxic. General people are aware of the use of Samsamani vati/ Guduchi Ghana vati/Giloy and purchase from leading Ayurveda medicine manufacturers in India. Tinosporaside is an immune-modulatory active compound as well as a cholinergic inhibitor. It is an attempt for compare analysis of Samsamani Vati/Guduchi Ghana vati used in the population for the prevention of COVID-19 of government supply and lead Pharmaceutical Company of India. The Samsamani Vati/Guduchi Ghana vati of lead Ayurveda Pharmaceutical and Government Supply. (Dabur, Zandu, Patanjali, Himalaya, Baidyanath and IMPCL) were purchased from the local market and put forth for analysis. Tinosporide is significantly detected in Patanjali, Zandu and IMPCL-manufactured Samsamani Vati, whereas a trace amount of bioactive compound in Dabur and not detected in Baidyanath. The analysis showed that no uniformity of Samsamani Vati/Guduchi Ghana Vati of the competitive brand of India. It is recommended to maintain uniformity of bioactive molecules not only for desired efficacy but also for safety.

Attraction and compromise effects under social exclusion

PurposeIntegrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence attraction and compromise effects.Design/methodology/approachEight studies were conducted. To establish the causal relationship between social exclusion types and context effects, this study uses experimental designs in all studies.FindingsThe attraction effect is stronger when consumers feel rejected than ignored, whereas the compromise effect is stronger when they feel ignored than rejected. Consumers who feel rejected increase their propensity to think holistically, which in turn leads to their choice preferences for asymmetrically dominant options. Conversely, those who feel ignored increase their propensity to think analytically, which in turn leads to their choice preferences for compromise options.Research limitations/implicationsThe findings show that consumer preferences for one option over the other alternatives in choice contexts are susceptible to subtle differences in the manner that exclusion is communicated. The studies are limited to recall tasks and scenarios that previous research has shown to be effective. Future research may use actual exclusion to corroborate this study’s findings.Practical implicationsMarketing practitioners may benefit from this study’s findings when it comes to an increase in the relative share of their target brand against their competitor brands by introducing a third option.Originality/valueTo the best of the authors’ knowledge, this research is the first to provide evidence that exclusion communicated in an explicit manner produces the attraction effect, whereas exclusion communicated in an implicit manner produces the compromise effect. Given that threatening situations often influence individuals’ preferences and choices, how social exclusion shapes cognitive processes is an empirical question worthy of investigation.

Spillover effects between competitive brands——based on the comparison of cross-border e-commerce and offline store scenarios

There are many differences between cross-border e-commerce and offline stores, and situational factors have a great impact on consumer behavior. We construct the influencing factor model of competitive brand spillover effect by using 337 questionnaire data to explore whether there are differences in competitive brand spillover effect under different situations, and try to explore the influencing factors causing this difference. The empirical test results show that: product factor (including product characteristics, product price and product differentiation degree) will have an impact on consumers’ channel selection; there are significant differences in competitive brand spillover effects between cross-border e-commerce and offline stores. Search methods, advertising competition methods and platform functions have an significant impact on it.

Research on the Competition of Chinese Cosmetics Brands Comparing with Western Cosmetics Brands

The Chinese cosmetics market used to be dominated by the foreign cosmetics brands, while Chinese cosmetics brands has been growing rapidly since 2020. Reviewing the related research implies that there are multifaceted factors influencing Chinese consumers’ preference towards domestic or foreign brands. Generally, Chinese consumers show high intention to purchase Western products, as they perceive those products of high quality and value. However, from the case study of the success of Perfect Diary in the Chinese market in recent years, it is noticed that this new cosmetics brand is highly competitive in the market comparing to other Western brands. The marketing strategy adopted by Perfect Diary contributes to the sales and business success. Perfect Diary’s skincare and cosmetics products are well perceived by the Chinese consumers, as they tend to produce the products to fit the local demands. Western cosmetics brands tend to only provide standardized products to the customers in China, which is the reason why the competitive advantage of the products is challenged now in the Chinese market. The competitive pricing strategy of Perfect Diary also makes the brand competitive in the Chinese market compared to Western brands. However, it is important for Chinese cosmetics brands to improve their marketing strategies in the Chinese market to sustain their market competitiveness.

The Competitiveness of Shake Shack in Chengdu under SWOT Analysis

Recently, Shake Shack, a leading brand in the high-end overseas Western fast-food industry in China, opened its first store in southwest China in Chengdu, intending to enter and expand the market in southwest China. This paper mainly studies the first store of Shake Shack in Southwest China, which was established in Sino-Ocean Taikoo Li, Chengdu City, Sichuan Province, and explores the brand competitiveness of Shake Shack in Southwest China and the possibility of its future expansion. Based on SWOT theory, this paper analyzes the strengths, weaknesses, opportunities and threats of Shake Shack and its competitors in the same industry through literature analysis, case analysis, comparative analysis and data analysis. This paper finds that Shake Shack can quickly open up the channel with consumers, occupy the local high-end American simple meal market, and show other enterprises a new idea of "combining Chinese and Western" by relying on various resources provided by Chengdu, which shows its strong competitiveness. However, there are still some major obstacles to its expansion in the whole southwest market.

Tim Hortons China Financial Strategy and Market Situation Analysis

The impact of COVID-19 on the coffee industry has been huge, with many coffee shops forced to close. Coffee companies are seeking to help themselves and minimize the losses caused by the epidemic. However, as the COVID-19 outbreak has been brought under control across the country. The coffee industry is getting better. This text mainly analyzes the financial strategy of tims China and uses SWOT analysis to analyze the advantages and disadvantages of Tims China. The results of the analysis indicate that Tims currently has great brand competitiveness in the Chinese coffee market, but the status is still low and the popularity is low. It is mainly distributed in first and second-tier cities, and the number of stores is far less than other brands. Total revenue is currently in the red but has increased compared to the same period each year. The main purpose of this text is to study the current development of Tims to find its own strengths and weaknesses, so as to promote better development in the future.

The Impact of Social Media on Individual's Attitudes and Perceptions in Davao City, Philippines

Social media and digital marketing are increasingly being used as a strategic tool for increasing brand awareness and running marketing campaigns. Moving away from the era of traditional or mass media, marketers can track brand competitors and have more measurable campaign results by using social media and digital marketing. Consumer behavior require businesses to craft marketing tactics in this social media driven era. This study seeks to examine how social media affects consumer views toward social media marketing and how they behave when making purchases. A survey was administered to 122 participants at Davao City looking at the perspective of the respondents toward social media marketing. The results of the study showed that social media marketing has the potential to drive the revenue of businesses. Moreover, the conduct of the study was able to identify that customers perception towards social media marketing factors has a significant effect in their purchases.

Exploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions

With exponential technology advancement and innovation, consumers can now receive synchronized advertising across media simultaneously. However, programmatic advertising technologies allow many brands, including competing brands, to be synchronized across media. Based on the concept of repetition from the multilayered concept of relatedness, this research investigated the effects of synced brand versus competitor brand with an online scenario–based experiment (Study 1; N = 122) and an online task experiment (Study 2; N = 227). The results showed a positive effect of synced brand on brand attitude and purchase intentions but only in the scenario-based studies. This research is, to our knowledge, the first to show empirically that synced advertising with the same brand versus a competitor brand may lead to favorable consumer responses. The findings contribute to academic thinking toward the effects of personalized advertising frameworks and provide insights to advertising practitioners regarding the impact of cross-media personalization strategies.

Cultivation Strategy of Sports Product Culture Brand

Brand competition is ultimately the competition of culture, and the cultivation of product culture brand is an important link to enhance product value and build a strong brand. The cultivation of sports product culture brand is a process of packaging and reflecting the external value of sports goods produced by sports goods enterprises. It can be cultivated through various means such as media advertising, spokesperson publicity, sponsorship of sports events, organizing brand activities and so on. Through the cultivation of product culture brands, consumers will have a more intuitive understanding of the performance, intrinsic value and spiritual concept of sports products. The ultimate purpose of the cultivation of the sports product culture brand is to build the sports goods culture brand. The cultivation of sports product cultural brand needs to pay attention to the integration of intrinsic value, the sublimation of spiritual concept, the publicity of cultural value and the final building of cultural brand.

The Role of Brand Love, Trust, and Commitment in Fostering Consumer Satisfaction and Loyalty

Some logistic companies faced a lot of competition. The firms need to applying specific approach to exist and competitive advantage through specific brand. Yet, few research has examined consumer satisfaction with brand awareness-based consumer loyalty. So, it is essential to undertake this study in order to comprehend how customer satisfaction and loyalty are evolving over time. This study investigates the relationship between brand loyalty, brand love, and consumers' satisfaction with Indonesian logistic and courier services. A sample of 710 customers from a survey study and structural equation modeling are used to assess the research assumptions (SEM). The empirical data show that consumer pleasure has a positive and significant influence on consumer brand loyalty and trust. Customer pleasure has a detrimental effect on brand loyalty. Also, consumers' emotional connections have a positive and significant influence on their loyalty. Consumers' emotional connections act as mediators in the relationship between customer loyalty and contentment. Further research is needed to validate the findings across the region and industry because this study only looked at courier and logistics consumers in Indonesia. The marketing and psychological insights from the current study were helpful to the management of courier and logistics organizations. The leaders must improve the promotion of their brand and products in order to grow their relationships with customers. This study illuminated the psychology of consumer decision-making by developing and evaluating a model of emotional attachment and consumer psychology.

Investigation on Farmers' Use of E-commerce in The Context of Rural Revitalization

The 19th and 20th National Congress of the Communist Party of China clearly put forward "implementing the rural revitalization strategy". In the context of the information age, the development of rural e-commerce is an important means to promote rural economic development and an important force to promote rural revitalization. Under the background of the epidemic, the offline sales of agricultural products and processed agricultural products have been blocked, and the traditional offline market has shifted to online sales. Rural e-commerce in some counties in China is booming, driving rural economic growth and improving the living standards of rural residents. However, there are still some problems in the development of rural e-commerce,Low scale and branding of agricultural products, Incomplete agricultural product sales system and logistics system and E-commerce talents are scarce and cannot meet the requirements.It can be improved by improving the rural environment, attracting a large number of professionals, establishing characteristic brand awareness, improving brand competitiveness, improving various infrastructure, and improving the logistics supply chain system.

The Impact of Platform Encroachment on the Manufacturer’s Financing Strategy

Manufacturers with limited funds often seek financial help from outside, usually banks or platforms. However, introducing store brand products (platform encroachment) makes platforms form a competitive and cooperative relationship with manufacturers. To investigate how platform encroachment affects the optimal production decisions and the manufacturer’s financing strategy, this paper establishes a stylized model to capture the strategic interaction between a manufacturer, a platform and a bank. The manufacturer sells a national brand product directly through the platform, which owns a competitive store brand product. By analyzing the equilibrium results, we show that although platform encroachment may reduce the manufacturer’s financing cost, product competition always makes the manufacturer bear more losses. In addition, our results also show that the manufacturer is always willing to adopt the platform financing strategy if the platform does not encroach. However, under platform encroachment, the bank financing strategy may be a better choice for the manufacturer, as long as the commission rate is low enough. Moreover, the platform financing strategy is the Pareto-dominant strategy when the commission rate is high. Finally, we verify the accuracy and robustness of the conclusions of the basic model through numerical analysis and extension. Using the results we derive, we explain the market practices and provide valuable guidelines for manufacturers to choose financing strategies under platform encroachment.

Learning to Work Together

We study whether teams’ productivity improves as they gain experience working together. We leverage unique clinical data to observe team experience and individual physician and staff experience in coronary catheterization laboratories. Teams are composed of cardiologists, nurses, and technicians who work together synchronistically. We observe teams and individuals at hospitals across the United States from 2001 to 2009, including the rate at which they gain experience using drug-eluting stents (DES) from their introduction in the US in 2003 onward. We estimate models of productivity and clinical outcomes that account for team experience, physician experience, and staff experience conditional on each other and on time-invariant physician and staff characteristics, hospital-specific monthly effects, and an extensive set of patient-level clinical factors. Greater experience performing DES cases together improves teams’ productivity, lowering total case time, procedure time, and non-physician labor costs while leaving clinical outcomes unchanged. In contrast, physicians’ and staffs’ individual experience with DES does not improve productivity conditional on other factors. The effects of team experience with DES appears generalized, with gains from experience with competitor brands of DES about as large as those from the specific brand of DES being used for a given case.

Analysis of Development of Social Media Marketing Based on Social Media Platforms——Using Apple as an example

This paper tries to indicate the popular social media marketing strategy, using Apple as an example to describe the current market situation. Social media platforms have become the main focus of entrepreneurs and small companies. They try to elaborate their business through social media to achieve higher brand exposure and product exposure. Apple did not act in this market and adopted a unique approach from other companies. Technology is developing because people have decided to gain information from social media rather than newspapers and TV. But Apple is still using the old fashion way, so this paper is trying to use the interview and case study method to analyze Apple’s successful unique strategy in social media platforms and the future development of Apple’s social media marketing perspective. Because Apple still has to catch up with the mainstream market, so they still have to take action to ensure their brand competitiveness. Social media platforms play a significant role in their future blueprint.