Brand Competition Research Articles

The Effect of Marketing Capability and Brand Reputation on Brand Loyalty of Tomoro Coffee through Competitive Advantage as a Meditation Variable

The purpose of this research is to analyze the influence of marketing capabilities and brand reputation on competitive advantage and brand loyalty among Tomoro Coffee customers in Surabaya. This study employs a quantitative research design using a cross-sectional method. The sample used in this research consisted of 100 respondents who are Tomoro Coffee customers residing in Surabaya. Sampling was conducted randomly through an online questionnaire using a Likert scale. Data analysis was carried out using the Structural Equation Modeling ( SEM ) approach with the Partial Least Squares ( PLS ) methodology. The results of this research indicate that marketing capability and brand reputation have a positive and significant effect on competitive advantage. Competitive advantage, in turn, has a positive and significant effect on brand loyalty. Marketing capability has a negative and insignificant effect on brand loyalty, whereas brand reputation exerts a positive and significant effect on brand loyalty. Furthermore, brand reputation has a significant influence on brand loyalty through competitive advantage as a mediating variable, while marketing capability demonstrates an insignificant effect on brand loyalty through competitive advantage as a mediating variable. The implications of this research suggest that Starbucks and other business actors can enhance their performance measurement systems related to marketing capability, brand reputation, competitive advantage, and brand loyalty. These improvements are essential for maintaining and strengthening their competitive position in the market. Keywords : Marketing Capability, Brand Reputation, Competitive Advantage, Brand Loyalty, Tomoro Coffee

Female executives and corporate brand competitiveness: The mediating role of corporate social responsibility

Female executives and corporate brand competitiveness: The mediating role of corporate social responsibility

SWOT Analysis of the Strawberry Music Festival: Assessing Internal and External Market Environment in the Chinese Market

Through an in-depth SWOT analysis of the Strawberry Music Festival, one of the most influential music festival brands in China, the typical characteristics of the main players in the domestic music festival market and the market environment faced by these market players are revealed. The diversity of music styles, the preferences of young consumers and the multi-regional coverage of music festivals are identified as the typical competitiveness of music festival brands, while the further application of electronic technology in live performances and the growing influence of overseas singers are new trends and opportunities in the music festival market. On the other hand, the analysis points out that the ability to control weather risks, the ability to control quality in different regions and the ability to control operating costs are shortcomings of Strawberry Music Festival, which deserves the attention of other market participants. At the same time, the growing concerns about personal and property safety in society and the participation of more competitors are becoming major market threats. While giving more support to the cultural industry, national policies have also put forward higher requirements for the approval, ticketing and on-site control of music performances, which promotes further competition in the market. Due to the singleness of the research object, future research should supplement the research on different types of music festival brands to obtain a more comprehensive insight into the Chinese music festival market.

THE IMPACT OF CORPORATE BRAND COMPETITIVENESS AND SERVICE QUALITY ON CUSTOMER LOYALTY IN USING SMART CLASSROOM PRODUCTS: A CASE OF BEIJING ORIENTAL ZHONGYUAN DIGITAL TECHNOLOGY CO., LTD.

Purpose – This study examines the impact of corporate brand competitiveness and service quality on customer loyalty in the smart classroom products industry. The research aims to fill the gap in the literature by identifying specific factors influencing customer loyalty in this rapidly evolving technological sector.Methodology – The research employed a descriptive design, gathering data with convenience random sampling technique from 400 participants, including teachers, students, and administrative staff. Data was collected via a structured questionnaire that measured corporate brand competitiveness, service quality, and customer loyalty, using a five-point Likert scale. The data was analyzed using descriptive and inferential statistical methods, including regression analysis. Reliability and validity were ensured through rigorous testing of the research instruments.Results – The findings indicate that demographic factors such as gender, age, and education do not significantly impact customer loyalty. However, corporate brand competitiveness, particularly in areas of competitive intelligence, pivotal merits, and communicative capacities, has a substantial influence on customer loyalty. Additionally, service quality, especially in terms of reliability, empathy, and assurance, was found to significantly drive customer loyalty in the smart classroom product market.Implications – The study suggests that companies in the smart classroom sector should focus on enhancing brand competitiveness through market intelligence, strategic communication, and providing high-quality service. These factors are crucial for fostering customer loyalty in a technology-driven educational environment. The insights provided can guide companies in developing strategies that strengthen customer satisfaction and retention.Originality/Value – This research provides new insights into the underexplored area of customer loyalty in the smart classroom products industry, offering valuable recommendations for both academic researchers and industry practitioners.

Greenwashing in Eco-Branding of FMCG Enterprises

Eco-branding is an essential tool in modern marketing that fosters consumer trust and streng­thens the environmental image of brands. For FMCG companies, this entails integrating ecolo­gical values into brand positioning strate­gies, implemented through the use of slogans, packaging design, and other elements that symbolize a connection with nature. However, alongside the growth of eco-branding, the phenomenon of greenwashing has become increa­singly prevalent – a marketing tactic that creates a false perception of a brandʼs environ­mental sustainability. It has been examined that the essence of greenwashing and substantiates its negative impact on consumers, the market, and brands, including loss of trust, a reduction in loyal customer bases, and stricter regulatory requirements in the research. A classification of greenwashing types based on communication methods, areas of influence, and levels of environmental responsibility have been proved. The research hypothesis suggests that trans­parent communication, supported by certifi­cation and genuine ecological initiatives can minimize greenwashing and enhance brand competitiveness. The methodological basis of the research includes an analysis of contemporary scientific and applied literature, as well as a review of successful practices in the field of eco-branding. A step-by-step eco-branding strategy for FMCG companies is proposed, aimed at avoiding greenwashing, ensuring the long-term development of the brand, and strengthening consumer trust. The research emphasizes the importance of tools such as life cycle asses­sment, transparent reporting, and independent certification, which ensure the authenticity of a brandʼs environmental image and its sustainable growth

Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective

Purpose Brand competitiveness as a brand’s outperformance of competing brands is receiving growing attention in the literature. This study aims to provide a theoretical underpinning for the construct’s relevance, introduce customer-based brand competitiveness (CBBC) as a customer-based perspective and develop a scale to measure the construct. Design/methodology/approach The scale development process comprises three stages, with a literature search and a qualitative consumer study (n = 20) in the scale construction stage, interviews and a survey with academic branding experts (n = 21) in the scale refinement stage and three quantitative studies with consumers (n = 1,157), resulting in 2,078 brand evaluations across five industries, in the scale validation stage. Findings This study develops a seven-item CBBC scale, representing a powerful yet parsimonious tool for measuring brand competitiveness. The superiority of the new over the existing brand competitiveness scale was validated through structural equation modelling by comparing the performance in explaining customer-based brand equity and purchase intentions. Originality/value To the best of the authors’ knowledge, this study is the first to develop a brand competitiveness scale following a scholarly scale development process. The CBBC scale advances the relative perspective in brand performance measures, considering the relativity at the individual customer level. This study offers a theoretical underpinning for the construct’s relevance and further insights into brand competitiveness by investigating the customer-based perspective. Finally, this study suggests and empirically validates customer-based brand equity and purchase intentions as outcomes of CBBC, extending research into the nomological network of brand competitiveness.

Research on the Trusted Traceability Model of Taishan Tea Products Based on Blockchain

In recent years, the rapid development of the Taishan tea industry has become a business card of local specialty agriculture. However, as consumers’ demands for Taishan tea product quality and safety continue to improve, the centralized database traceability system that the traditional Taishan tea industry relies on shows insufficient information credibility and core data security risks, making it difficult to match the diversified expectations of the market and consumers. In order to solve this problem, this paper proposes a trusted traceability model for Taishan tea based on blockchain technology, which utilizes blockchain technology and data hierarchical uploading mechanism to ensure data accuracy and transparency, and, at the same time, improves data uploading efficiency. The optimized SM2 encryption algorithm is introduced, and the execution efficiency of the encryption algorithm is improved by the concurrent processing framework, which guarantees the security and transmission speed of the data. The experimental results show that the blockchain-based trusted traceability model for Taishan tea significantly improves the data security, query, and writing speed, and greatly optimizes the problems of traditional traceability methods. With this research, the results in this paper not only help to improve the quality and safety of Taishan tea products but also provide technical support for the production enterprises to enhance their brand competitiveness.

Green technology innovation and corporate brand competitiveness: an analysis based on the role of environmental policy

In an increasingly competitive market environment, green innovation has become a crucial factor in enhancing a company's market position. This paper utilizes data from publicly listed companies from 2007 to 2021 to thoroughly examine how green technology innovation influences corporate brand competitiveness and investigates the role played by environmental policies. The study demonstrates that green technology innovation positively enhances corporate brand competitiveness, with environmental policies serving a proactive regulatory function. Moreover, the paper further reveals that the effects of green technology innovation on brand competitiveness vary according to industry sector, equity nature, and company size.

The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?

PurposeBrands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to product placement and cobranding, this study aims to systematically examine the roles of product competitiveness and brand competitiveness on the effectiveness of brand coappearance on television programs.Design/methodology/approachExtensive pretesting and four experimental studies were conducted. Real stimuli that had been digitally manipulated with fictitious brands were used in Study 1 (laboratory experiment involved student samples) and Study 2 (online experiment with a national sample) to examine the short- and long-term impacts of product competitiveness on brand coappearance. Real stimuli incorporated actual brands were used in Study 3 (involved advertisers’ key demographic) and Study 4 (alterative television program with a national sample) to examine the impacts of brand competitiveness and its interaction effect with product competitiveness.FindingsThe study found that coappearing with a product of high competitiveness significantly enhanced attitudes and purchase intention toward the coappearing products both in the short and long term. Product competitiveness further interacts with brand competitiveness to influence attitudes and purchase intention toward the coappearing brands suggesting a coopetition pattern for brand coappearances. The effect of brand coappearances did not vary substantially for low or high involvement products with or without character interaction.Research limitations/implicationsThe study develops a useful framework for explaining and understanding the potential spillover effects in brand coappearances. It contributes to the existing literature on product placement and cobranding, while also paving the way for future research opportunities.Practical implicationsWhen introducing new brands, marketers are advised to consider coappearance deals with more competitive brands in highly competitive product categories. Conversely, coappearance deals with less competitive brands in less competitive product categories should be adopted to promote well-known brands. Advertisers may also consider product or brand exclusivity arrangements with broadcasters to enhance the effectiveness of the product placement.Originality/valueAlthough brand coappearance in media content is likely to continue to proliferate, little is known about the phenomenon and its effects. To the best of the authors’ knowledge, this research is the first to systematically examine the perceptions toward brands coappeared in television programs.

Sustainable and Bio-based Food Packaging Design of Chinese Agricultural Products Under the “Internet Plus” Mindset

National identity is people's emotional attachment to the country, which is related to personal growth and success as well as the prosperity and stability of the country. The advent of the "Internet Plus" era marks a new ecological evolution in the networked society, significantly impacting personal national identity. On the one hand, the proactive, dynamic, autonomous, and connective nature of "Internet Plus" provides abundant resources and novel platforms to enhance individual national identity. On the other hand, its openness, compatibility, diversity, and anonymity can also challenge and influence personal perceptions of national belonging. This study delves into the nuanced interplay between national identity and the packaging design of Chinese agricultural products within the "Internet Plus" framework, exploring emerging trends, changes, and characteristics. This paper presents an in-depth literature assessment on the comprehensive methodology of Bio-based Food Packaging (B-FP) for food within the cyclical economy. It emphasizes three principal domains: (1) the function of B-FP within a circular goods layout method and material selection during the preproduction life cycle phase; (2) the contribution of B-FP to oval resource administration structures and the item's elimination life cycle phase; and (3) the optimum utilization of B-FP concerning the prioritization of end-of-life therapy. It scrutinizes the underlying issues and deep-seated causes, enriching the theoretical discourse on national identity. Through literature review and surveys, this paper firstly defines and clarifies the concepts of "Internet Plus," national identity, and the B-FP design of Chinese agricultural products. It then investigates the implications of "Internet Plus" for national identity within pastoral product B-FP design, examining its supportive role. Furthermore, survey data is analyzed to evaluate the impact of B-FP design on national identity from various aspects such as structure, visual appeal, and the absence of green design principles. Identifying key challenges and attributing them to factors such as brand competitiveness and rural revitalization strategies, the study ultimately seeks to formulate design strategies for agricultural product B-FP from a national identity perspective within the "Internet Plus" context.

A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis

Using a SWOT analysis, this study investigates the brand marketing approach of Luckin Coffee, a well-known Chinese coffee company. With the backdrop of the rapid evolution of marketing strategies driven by the Internet and new media, this study aims to address the gap in understanding how marketing strategies can be tailored to a specific company's unique characteristics. Specifically, it investigates Luckin Coffee's strengths, weaknesses, opportunities, and threats based on an analysis of its current marketing efforts across channels and relevant brand topics. The findings provide insights into how Luckin Coffee can optimize its marketing strategy to seize opportunities and mitigate threats, ultimately contributing to the enhancement of the brand's competitiveness and relevance in the market. This research is a valuable reference for other coffee brands seeking to formulate effective marketing strategies in today's dynamic business environment.

On the Predicament and Countermeasures of Agricultural Product Brand Construction in Cooperatives

Brand building of agricultural products can not only bring direct economic benefits to cooperatives, but also improve the internal environment of cooperatives through large-scale and standardized production and operation, as well as improve the external industry and market environment through regional brand building of agricultural products, while cooperatives can improve their own social service system in brand building. And promote the development of local tourism and service industry through the exploration and publicity of the cultural attributes of the brand. However, the brand construction of cooperative agricultural products is faced with many difficulties, such as weak brand awareness of members, lack of professional personnel, difficult quality and safety supervision under decentralized production and management mode and poor competitiveness of individual brands, outdated production and marketing mode, and imperfect financial services matching brand construction. This paper analyzes the difficulties encountered by cooperatives in brand building and puts forward construction measures, and holds that relevant departments should strengthen the cultivation of brand awareness of cooperatives; Cooperatives should increase the reserve and training of professional personnel, individual cooperatives should rely on the scale and resource advantages brought by regional brand building or association to carry out their own brand building, and at the same time use modern marketing means to expand their own sales channels; The government should regulate the operation of financial institutions and increase the popularity of agricultural insurance.

Strategi Komunikasi Pemasaran Asmara Coffee Melalui Event Musik Asmaraloka Dalam Menciptakan Brand Awaraness

The purpose of this study is to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in creating and increasing brand awareness among consumers. This study uses a constructivism paradigm with a qualitative approach to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in increasing brand awareness. Data were collected through interviews, observations, literature studies, and documentation, with analysis using the interactive method of Miles and Huberman and verification through triangulation. The results of the study provide an in-depth picture of the effectiveness of the marketing strategy implemented and its impact on Asmara Coffee's brand awareness. Research on Asmara Coffee shows that tight competition in the coffee shop industry is a challenge for Asmara Coffee to stay competitive and increase brand awareness. Asmara Coffee strives to maintain its existence by optimizing social media accounts, providing the best service, and routinely holding music events. The Asmaraloka music event is the main strategy in attracting new consumers and strengthening brand awareness. Through this approach, Asmara Coffee strives to remain relevant and competitive amidst business competition.

Research on the Optimization of Marketing Strategies Based on Brand Image: How Gucci Adapts to the Current Chinese Market

GUCCI is a world-renowned luxury brand that is loved by Chinese consumers. With the development of society and the advancement of science and technology, the competition of luxury brands has become more and more fierce, which has also led to the bottleneck of the sales of the GUCCI brand in the Chinese market in recent years. This article will explore the cultural background of the GUCCI brand, the marketing model for the Chinese market, and the current Chinese luxury market, and use the SWOT model to analyze, read literature, and study individual cases to optimize GUCCI's marketing strategy and derive its methods to adapt to the current Chinese market Through the exploration of this study, it is found that GUCCI can be sold through a combination of online and offline methods, develop brand ambassadors in multiple ways, and use social media for advertising. Set up a second-hand market and promote the concept of environmental protection. Set up an innovative experience camp to improve consumers' experience in the field of luxury brands. Adapting the GUCCI brand to the current development of the Chinese market.

The contribution of organic private label products to private label share outcomes

PurposeThe growing demand for sustainable consumption motivates retailers to consider including organic private label products in private label assortments to attract and serve health and environmentally conscious consumers, while also possibly improving the image of the private label brand as well. This study aims to examine the impact of prioritizing organic private label products in private label assortments on private label share outcomes.Design/methodology/approachTheoretical predictions are empirically examined using a comprehensive store panel sales data set covering 50 distinct metropolitan markets in the USA from 2008 to 2011 in the yogurt product category.FindingsFindings indicate that private label products may provide strategic value for certain retailers, based on a variety of private label assortment, national brand competition and retailer characteristic dimensions.Research limitations/implicationsThis research serves as initial empirical evidence on how organic products may influence private label category share. Future research should consider additional product categories and geographic markets and also seek to understand consumer perceptual factors in more detail.Practical implicationsRetail managers can better understand the role that organic products play in private label portfolios.Originality/valueWhile much previous work has examined how organic products sell relative to conventional products and a sizable literature has investigated private label brand strategy, little research has explicitly examined the role of organic products within private label assortments.

The Relationship between Quality Control and Corporate Brand Strategy in Operations Management

In today's competitive business environment, quality control and brand strategy are critical factors for corporate success. This paper aims to explore the close relationship between quality control and corporate brand strategy in operational management. Initially, the paper defines quality control and brand strategy and analyzes their importance in modern corporate operations. Subsequently, it elaborates on the role of quality control in enhancing product and service quality, as well as customer satisfaction, and the central position of brand strategy in shaping corporate image, accumulating brand equity, and competing in the market. Through case analysis, the paper reveals how quality control supports the implementation of brand strategy and how brand strategy influences the decision-making and execution of quality control. Finally, the paper discusses the challenges faced by companies in implementing quality control and brand strategy and proposes corresponding countermeasures. The findings of this study emphasize the importance of the synergistic development of quality control and brand strategy and provide guidance and recommendations for corporate practice.

The Contemporary Position of Socially Responsible Marketing – The Past and Present

Many factors drive companies to pursue higher levels of CSR, including changes in employee and customer needs, management and government pressure, business interests in relational models, and compliance with supply chain processes. The foundation of business knowledge as business ethics includes compliance with legal and ecological principles. Businesses should ensure that all employees understand and comply with applicable laws. Businesses should implement and publish a written policy to promote a culture of ethical behaviour within the organisation and to hold employees accountable for legal and ethical compliance. By using these strategies or similar strategies, companies can create opportunities to reduce current and future expenses, increase competitiveness and market performance, and improve results. In today›s business world, ecological concepts are increasingly used in the market as a necessary prerequisite for developing competitive advantage and brand awareness. Business strategies and the need to create products and services that meet customer needs have had a significant impact on the evolution of environmental awareness. This article focuses on the current state and development of the business sector.

HERITAGE AND INNOVATION: REDEFINING KUALA LUMPUR'S FASHION IDENTITY THROUGH CROSS-CULTURAL COLLABORATION

In the wake of accelerated globalization, the fashion industry has transcended regional confines, evolving into a notably internationalized domain. This investigation delves into the collaborative endeavours between international fashion brands and local Malaysian designers, particularly within Kuala Lumpur—a city characterized by diverse cultural influences- as a pivotal arena for amalgamating cultural heritage with contemporary design aesthetics. The inquiry focuses on utilizing cultural heritage elements, such as batik, within these collaborations to foster design innovation while examining the repercussions of such alliances on brand localization strategies and market positioning. Employing a case study approach, the study reveals results in three dimensions: cultural heritage preservation, brand awareness enhancement, and commercial sustainability. These instances underscore the pragmatic integration of cultural heritage into modern fashion, highlighting the significant role these partnerships play in bolstering the international visibility of local brands and preserving traditional craftsmanship. The study's findings underscore the transformative potential inherent in cross-cultural collaborations, nurturing cultural ingenuity and reinforcing Kuala Lumpur's identity as a cosmopolitan nexus. Furthermore, the investigation proffers strategic recommendations tailored to policymakers, industry stakeholders, and academia, emphasizing their integral role in promoting sustainable economic, social, and cultural growth through intercultural cooperation. The research emphasizes the efficacy of integrating cultural heritage into contemporary fashion to yield distinctively enriched products, thereby augmenting the global competitiveness of local brands. These findings have significant implications for enhancing the global competitiveness of local brands, preserving cultural heritage, and promoting sustainable economic growth, with Kuala Lumpur playing a crucial role in this process.

Analysis of the Brand Internationalization Status and Development Environment of Chinese Enterprises

Driven by the wave of economic globalization in the 21st century, brand internationalization has become an important strategic choice for the enterprise and even the national level. With the internationalization of the market, the transnational of enterprises, the multinational capital and the intensification of competition, the brand has become a key indicator to measure the economic strength of a country or region. Although Chinese enterprises have cost and product advantages in the international market, their brand advantages are relatively weak, which leads to the limited image of Chinese products in overseas markets, and faces intellectual property challenges and dumping charges. To meet this challenge, the Chinese government has included independent innovation and brand building as the focus of the 11th Five-Year Plan since 2005, with the aim of enhancing international competitiveness. However, Chinese enterprises still face many problems in the process of brand internationalization, including the lack of brand strategy, the lack of understanding of the importance of brand internationalization, and the lack of grasp of development models and methods. At present, the theoretical research of brand internationalization has not yet formed a systematic framework, and there is a relative lack of systematic research on enterprise brand internationalization. Moreover, the practical history of Chinese enterprises in this field is relatively short, which provides a broad space for theoretical research and practical exploration. This paper aims to provide theoretical reference and strategic guidance for Chinese enterprises to enhance their brand competitiveness in the international market through in-depth study of the theory and practice of brand internationalization. Through the elaboration of the relevant theory of brand internationalization, the analysis of the development environment of Chinese brand internationalization, and the construction of the development strategy and mode of enterprise brand internationalization, this paper discusses the support system of brand internationalization development, in order to provide systematic theoretical support for the road of brand internationalization of Chinese enterprises.

Development of Tourism Village Applications for Competitive and Comparative Branding Case Studies in West Java and Banten Provinces with Qualitative Methods and Design Thinking

Tourism villages in Indonesia welcome many tourist students, students, teachers, and lecturers for comparative study activities, internships, and community service. Tourism villages in Banten province, Margaluyu village and Lebakmuncang village in Bandung Regency are the objects of this research. The three tourist villages are representations of those often visited by academics. Academics want to enjoy the beauty of natural resources in the village while enjoying educational services on agriculture, animal husbandry, plantations, local arts and culture. This study aims to develop a tourism village application so that it can be used as a branding promotion of competitive advantages and comparative potential in a village. The research method used is qualitative and design thinking. Qualitative methods for formulating competitive and comparative advantage variables. The design thinking method consists of 5 stages: empathize, define, ideate, prototype and test. In general, this design thinking method consists of 2 groups of stages: the research stage and the group of stages of developing solutions. This research results in the formation of a prototype tourism village application that can be used by several users, namely prospective tourists, tourists, tourism village managers, guides, educational tour managers and MSME actors. The empathy map shows the results of interviews that describe the wishes and expectations of tourists to visit tourist villages. The results of the empathy map become the basis for needs analysis and prototype design. The prototype of the tourism village application was tested on 50 people, and the result was that 35 people suggested the application needs to be revised to support more complete features, and 15 people said the application is good enough.