Brand Consciousness Research Articles

Choose Chinese Medicine Daily Consumption Brand Is to Pay “IQ Tax” or Buy “Material Benefit”? Research on Chinese Consumers' National Brand Consciousness and Its Influence on Purchasing Intention

The role of Consumer Ethnocentric Tendency (National-brand consciousness)as driver of consumer purchase intention has largely been investigated at the inter organizational level, while there is a notable lack of studies on national brand ethnocentrism on China market, especially Chinese medicine brand and product, which is a representative emotion marketing field. By researching an empirical setting in which buyers have experience on purchasing Chinese medicine product-Yunnan Baiyao, this study proposes the existence of national brand consciousness, consumer brand affectionate bond and product comprehensive utility in Chinese consumer and test their influence on purchase intention based on the results of a survey of 183 multicultural Chinese consumers. Findings suggest that while national brand consciousness positively and directly influences purchase intention, they drive through the positive moderating effects of consumer brand individual and social affectionate bond, as well as product comprehensive Utility. This research has several managerial and theoretical implications indicating that paying attention to the rural China market and elder consumers, while shape the positive national brand image to suit the younger generation through the better product utility besides the emotion marketing.

Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty

The main purpose of this study is to examine the antecedents of brand loyalty in the context of fast fashion industry. This study also highlights the role of social media (SM) marketing on value consciousness (VC), brand love (BL) and brand consciousness (BC). A self-structured questionnaire survey method was employed to collect data from 240 customers in Malaysia. Statistical analysis is performed based on the PLS-SEM approach to analyze the data. The results reveal that SM marketing has a significant effect on BC and BL in the fast fashion industry. The result demonstrates that SM has indirect positive impact on different stages of brand loyalty through BL and BC. This study is the first that investigates the impacts of social network marketing activities, VC, BL and BC on stages of brand loyalty. The findings can help marketers develop effective marketing strategies in order to build brand loyalty especially in the fast fashion industry.

Brand consciousness among women for purchasing makeup products

Brand consciousness among women for purchasing makeup products

Meaning and Content of Brand Consciousness for Middle Income Families

Meaning and Content of Brand Consciousness for Middle Income Families

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Purpose – The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. 
 
 Design/methodology/approach – This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi–square and overall model fit indices further confirm the structural model fit. 
 
 Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship. 
 
 Research limitations/ future research – The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies. 
 
 Originality/value – This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

Antecedents of brand consciousness in youth for denim jeans: evidences from the largest young consumer base in the world

Consumers nowadays start recognising the brands at a very young age, in fact, at the very initial years of their teenage years. Moreover, they are mostly done with the establishment of their brand preferences by the time they are between 15 to 25 years. So, if a brand wants to be successful in the long-run, it is the youth where it should put some serious efforts at. Doing so becomes more obvious in those products categories which youth is presently the buyers of and will continue to buy throughout their life. The present study evaluates the brand perceptions of youth from India in one of such product categories. Particularly, it studies their brand consciousness and checks if there is any sort of influence of quality consciousness and self-consciousness on their brand consciousness. Besides it, it also attempts to verify the influence of product involvement on their brand consciousness.

Antecedents of Brand Consciousness in Youth for Denim Jeans: Evidences from the Largest Young Consumer Base in the world

Consumers nowadays start recognising the brands at a very young age, in fact, at the very initial years of their teenage years. Moreover, they are mostly done with the establishment of their brand preferences by the time they are between 15 to 25 years. So, if a brand wants to be successful in the long-run, it is the youth where it should put some serious efforts at. Doing so becomes more obvious in those products categories which youth is presently the buyers of and will continue to buy throughout their life. The present study evaluates the brand perceptions of youth from India in one of such product categories. Particularly, it studies their brand consciousness and checks if there is any sort of influence of quality consciousness and self-consciousness on their brand consciousness. Besides it, it also attempts to verify the influence of product involvement on their brand consciousness.

Customer style inventory, the usage of Facebook, and purchase intention: are they connected?

This study investigates the influence of price, brand, and novelty consciousness of customer style inventory (CSI) on purchase intention of shoes using Facebook. The involvement of opinion seeking using electronic word of mouth (eWOM) and attitude towards social online shopping as mediators of relationship between CSI and purchase intention is also tested. Purposive sampling method was employed, and respondents mainly are residents of the city of Jakarta and Bekasi. The study reveals that brand, price and novelty consciousness influence the opinions seeking through eWOM and attitudes towards online social shopping, which ultimately influence purchase intention of shoes product via Facebook. However, brand consciousness of shoes only plays small role on opinions seeking. Individual with brand consciousness of shoes reduces opinion seeking through eWOM in Facebook. While, price and novelty of shoes might become point of attention while consumers using Facebook.

Brand Preference Towards Footwears

The Indian Footwear sector is a promising one with tremendous opportunity for growth both in the international and domestic market. With low production cost, abundant supply of raw material, evolving retail system, buying patterns and huge consumption market, this sector is posed to grow to great heights. But this market is highly fragmented. The Unorganized sector dominates the industry posing a threat to the organized players. The Indian consumers have become more discerning these days. The double income stance, increased disposable income among the urban middle class, brand and fashion Consciousness due to globalization has all led to changing lifestyle of the Indian consumers. The objective of the present study is to ascertain the level of brand preference towards the footwear. It is found that there is no significant association between socio economic variables except age and their level of brand preference towards footwears.

Examining Brand Loyalty & Brand Consciousness through the lens of Social Media Marketing

The study explores how social media marketing activities build brand loyalty and how this relationship is mediated through brand consciousness. The empirical investigation involves a self-administered and a structured questionnaire, distributed through a convenience sample of 320 under-graduate and graduate students. Data analysis was conducted through SPSS 23.0 for demographic comparisons and SmartPLS 3 for evaluating the measurement and structural model of the study. The findings show that social media marketing has a significant positive influence on brand loyalty but this relationship is partially mediated by brand consciousness. In the same manner, social media marketing exerts a significant positive impact on brand consciousness and resultantly, brand consciousness also exerts a significant positive impact on brand loyalty. The results provide valuable insights for marketers in integrating social media as a driving tool for developing brand engagement strategies that not only provide awareness about products/services but also generate a cult following for them.

Social Media Marketing Toward Perceptual Consciousness and its Impact on Online Purchasing Intention

Social media marketing has become very popular nowadays along with the rapid growth of internet users. The research aims to analyze the influence of social media marketing on brand consciousness, value consciousness, and price consciousness, and its impact on online purchasing intention.Data were collected from 200 samples that became observation units, and were chosen by using purposive sampling technique, namely consumers who have purchased fashion products through Facebook, Instagram, and YouTube, at least once in the last year.Further data is processed with Structural Equation Modeling technique. All hypotheses proposed in the study are supported and consistent with previous research, where there is a positive influence of social media marketing on brand consciousness, value consciousness, and price consciousness, and also positively impact on online purchasing intentions. Furthermore, price consciousness is found as the factor that predominantly influence online purchasing intention and the most important factor to form perceptual consciousness.The study examines Indonesian consumers as a country with the largest number of internet users in the world. In addition, price consciousness is added as a new dimension to the proposed perceptual consciousness variable.For further research it is advisable to research online-based shopping with other media, other product categories, as well as an addition of attitude towards online shopping that can affect online purchasing intention.

Strengthening Advertising Self-Regulation to Ensure Meaningful Protection for Children in the Digital Environment

Nowadays, children grow up in a commercialised environment, where they are confronted with advertising and marketing on a daily basis. From a very young age, they already display a level of brand consciousness, even starting from the age of 2 years old. Children are an attractive target group for advertisers, as they not only represent the primary market (i.e. they can purchase products or services with their weekly allowance), but also the secondary market (i.e. influence on their parents’ purchasing behaviour) and even the so-called future market (i.e. themselves as adults with full commercial decision-making capacities). Furthermore, due to technological developments and advanced computational capacities, children are being tracked online and their personal data is used for advertising purposes. More specifically, commercial communications are more and more targeted at specific individuals, including children, who have been profiled as potentially interested in or receptive to the products or services that are promoted. Digital advertising formats (e.g. advergames, targeted social media ads, vlogging advertising) and the persuasive tactics behind them present significant obstacles for children to recognise and critically process the commercial message. In this regard, it can be questioned whether the current EU regulatory framework for commercial communiciation – which is fragmented in legislation and self- and co-regulation – achieves at ensuring meaningful protection for children. The advertising industry has traditionally actively participated in the regulatory process at national, European and international level. This has lead to a variety of self- and co-regulatory initiatives, some more general , some more specific across different sectors (e.g. food , alcohol , cosmetics, toys), and formats. Moreover, self- and co-regulation has been promoted by the European Commission as an important part of the regulatory process of protecting children online since the very beginning. The EU legal framework for commercial communication also specifically encourages the Member States to consider or adopt such mechanisms to regulate different forms and aspects of commercial communication aimed at minors. Nevertheless, scholars agree that there are a number of drawbacks to self-regulation, such as a lack of effective enforcement, a low level of transparency and it has been questioned whether it should be a tool to safeguard human rights. Furthermore, even though co-regulation partly addresses these drawbacks, confusion or uncertainty may occur for instance when the structure and procedures are not carefully laid out from the start or when the role of all actors is not clearly described. The aim of this article is to overcome some of these drawbacks, by identifying best practices for the structuring of alternative regulatory instruments (“ARIs”) - such as self- and co-regulation - in the area of commercial communication. To achieve this, a comparative study of a selection of existing ARIs at the national level is conducted, to explore their strenghts and shortcomings. The aim of the comparative analysis is to distinguish those procedural (i.e. monitoring, enforcement and remedial measures) and organisational (i.e. the attribution of regulatory power, organisational structures) elements that could improve the quality and effectiveness of ARIs to ensure meaningful protection for children in the context of digital advertising.

The Effects of Online Shopping Mall Attributes and Consumer Shopping Style on Shopping Satisfaction and Repurchase Intention

This study analyzed the effect of online shopping mall attributes and online shopping styles on shopping satisfaction and repurchase intention. For this purpose, we surveyed consumers who have experience in online shopping mall. The survey was conducted for consumers who have experienced online shopping in Gyeongsangnam-do for two weeks from April 16, 2018 to April 27, 2018. A total of 189 questionnaires were collected and 149 questionnaires were used for final analysis except for 40 questionnaires with irrelevant data and missing data. The results of this study are as follows. First, the effect of online shopping mall attributes on online shopping satisfaction was partially adopted. That is, product diversity and product information have a positive effect on shopping satisfaction, while price has no significant effect on shopping satisfaction. Second, the influence of consumer shopping styles on online shopping satisfaction was partially adopted. In other words, habituality (brand loyalty) has a positive effect on shopping satisfaction, but brand consciousness and quality consciousness have no significant effect. Finally, online shopping satisfaction has a positive effect on repurchase intention.

PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

Gaya Pengambilan Keputusan Pembelian Pakaian Secara Online pada Generasi Z Indonesia

Strategic marketing decisions are based on the way the company understands consumers, including the way consumers make purchasing decisions. This study aimed to analyze the generation Z consumer decision-making style in Indonesia in the purchasing of clothing by online shop media. Generation Z is a generation that is different from the previous generation because it has a unique character and has technological literacy. In this reseach the decision-making style used eight factors from the Consumer Style Inventory (CSI). Samples of research were 200 people generation 16-22 years old who have bought clothes in online shop. The sampling technique used purposive sampling. Data analysis technique used the Confirmatory Factor Analysis. The results showed that seven factors that were brand consciousness, perfectionist, high-quality consciousness, recreational, hedonistic consumer, impulsiveness, confused by over choice, fashion-conscious novelty, and habitual and brand loyal orientation found in Indonesian Z generation in purchasing clothes by online. Another factor was that the price value of consciousness is not confirmed in this study. Understanding consumer decision-making styles can explain the basic considerations of Z generation as young consumers when choosing products from several alternative product choices, brand selection, online stores, and purchasing intentions.

TO HAVE IS TO BE! BANDWAGON EFFECT, CONSUMER ETHNOCENTRISM AND INTENTIONS TO BUY FOREIGN LUXURY PRODUCTS ONLINE. A SURVEY OF CHINESE CONSUMERS

Many countries have been reducing trade barriers to enhance movements of products across borders. This moderation of trade policies combined with the enormous growth in cross-border e-commerce has provided consumers with more foreign product choices than ever before. Accordingly, the attitudes toward foreign products have been of great interest to international business and consumer behaviour scholars in the last few years. Previous studies on the effect of country of origin (COO) on product evaluations show that consumers in developed countries prefer domestic over foreign goods for several reasons, ranging from a risk-reducing prejudice to a nationalistic bias against foreign products (Bilkey & Nes, 1982; Wang & Chen, 2004). However, the rising role of emerging markets as valuable demand markets calls for more insights into the psychological, socio-economic and cultural factors that may determine differences in attitudes toward foreign products (Batra, 1997). The study examines the impact of bandwagon luxury consumption behaviour on cultural dimensions - related to consumer ethnocentrism and materialism - and, at the same, verifies the influences exerted by their interactions on attitudes toward luxury goods (brand consciousness, product beliefs, intentions to buy online). It develops and empirically tests a conceptual model of bandwagon luxury consumption on a sample of Chinese consumers.

커피전문점 선택속성이 점포유형 선택에 미치는 영향 연구 : 브랜드의식에 따른 집단 간 비교

This study investigates the effects of coffee shop’s selection attributes and brand consciousness on the type of coffee shop’s store(Franchise coffee shop/Roastery coffee shop) that customers choose. In addition, this study examines the moderating role of brand consciousness in the relationship between coffee shop’s selection attributes and coffee shop’s store selection. In order to achieve the research objectives, a total of 251 effective questionnaires were obtained from customers who reside in Seoul and Gyung-gi Province area. Binary logistic regression analysis were conducted to test proposed hypotheses. First, the results showed that customers who considered the quality of coffee more chose a Roastery coffee shops, while customers who considered the service quality and customer benefits more chose a franchise coffee shops. Second, brand consciousness played a moderating role in the relationship between coffee shop’s attributes and coffee shop’s store type: In the low consciousness group, the customers who put a quality of coffee chose a roastery coffee shop while those who faver brand chose a franchise coffee shop. In the high consciousness group, physical environment and quality of coffee are the first priority in choosing a roastery coffee shop whereas customer benefits seemed more important to those who chose franchise coffee shop, although service quality and diversity factors at all to either group. The study provides academic and practical implications for the coffee shop industry in Korea.

Austerity to materialism and brand consciousness: luxury consumption in India

PurposeThe purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers.Design/methodology/approachIn order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis.FindingsThe findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands.Practical implicationsThe study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers.Originality/valueThe key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.

Exploration of Indian rural markets and marketing

PurposeThe purpose of this paper is to draw qualitative insights about Indian rural markets and marketing. First, the key aspirations of the rural customers are listed; then the paper explores an understanding about this potential market among marketing professionals; and finally, issues and concerns of customers in the Indian rural market are discussed.Design/methodology/approachIn order to achieve the objectives, qualitative methodologies were used. An interview approach was adopted to identify the aspirations of rural customers. To draw insights into the perspectives of marketing professionals, focus group discussions (FGDs) and open online responses along with content analysis were used. FGDs were conducted to obtain insights pertaining to issues and concern from rural customers.FindingsThe paper enlists and ranks the key aspirations of Indian rural customers; a well-furnished concrete house tops the list followed by acquisition of land and property. The marketing professionals discuss their understanding of rural markets from the perspective of brand consciousness to the wave of changes they see. The rural customers speak about how children are new opinion leaders to the cultural threat they perceive.Research limitations/implicationsThe Indian rural market, where roughly 12 percent of the global population resides, provides umpteen business opportunities. An understanding of the rural market would help marketers and business organizations build appropriate market strategies to tap the market.Originality/valueThe paper attempts to explore an understanding on the Indian rural market, which has not been researched extensively. The research frame work is holistic and involves the views and perspectives of key stakeholders.

Religiosity Commitment and Decision-Making Styles Among Generation Y Muslim Consumers in Malaysia

This article examines the influence of religiosity commitment on the decision-making styles of Generation Y Muslim consumers in Malaysia. Both the Religious Commitment Inventory (RCI-10) and the Consumer Styles Inventory (CSI) were tested. A non-probability sampling was employed to select 500 targeted respondents, and 486 completed structured questionnaires were returned. Factor analysis was conducted to determine the religiosity commitment and decision making styles dimensions. A two dependent sample t-test was employed to examine the influence of devout and casual religiosity commitment on shopping styles. The research results indicate that religiosity commitment consists of two dimensions (interpersonal and intrapersonal commitment). Additionally, Muslim Generation Y consumers have eight decision making styles : Fashion Consciousness, Confused by Over choice, Quality Consciousness, Brand Consciousness, Brand Loyalty, Recreational Shopping Consciousness, Value-impulsiveness and Time Restricted. The results also suggest that the devout and casual groups are significantly different in the Quality Consciousness and Brand Consciousness decision making styles. Those high in religious commitment tend to be more quality and brand conscious. Of the eight prevailing decision-making styles, only six are consistent with Sproles and Kendall. Two other styles – Value-impulsiveness and Time Restricted – emerged as new decision making styles of Muslim youths in Malaysia.