Brand Attributes Research Articles

Perceptions of celebrity athletes involved in social cause endorsement.

Due to their ability to evoke unique associations in people's minds, professional athletes are considered prime ambassadors for companies, brands or organisations to add intangible values, credibility and awareness to their products or services. Based on that premise, using celebrity athletes for supporting social causes has also become a frequent practice over the past years. Empirical knowledge on how such activities are being perceived by involved athletes is scarce. Little is known about what they consider to be relevant attributes of their personal brand that make them suitable for endorsing social causes. Based on semi-structured interviews with (n = 12) current and recently retired professional athletes from four different continents, we explore the most prominent attributes of athlete brands as well as other important features in that regard. Our results indicate that, in contrast to product endorsement, on-field attributes of the athlete brand are considered more important in relation to social causes. On-field attributes, such as career achievements and the behaviour shown during competitions, are seen as the main sources of credibility. Congruence and fit between endorser profiles and cause is perceived as highly relevant for successful cause endorsement activities. Our study is useful for a variety of stakeholders, such as athletes or organisations considering getting involved in social cause endorsement.

Do healthy and environmentally sustainable inflight foods matter to international flight passengers? Frequent vs. occasional flyers

Airlines continuously seek strategic ways to impress their passengers and build memorable experiences. Inflight food services as an imperative interaction, the research included healthy and environmentally sustainable attributes (e.g., production method, product origin), reflecting the emphasis on longevity/well-being and sustainability to design optimal inflight food bundles as well as the brand and taste attributes. This exploratory research investigated differences in inflight food preferences between frequent and occasional flyers. A total of 16 full-profile pairwise comparison questions of mixed levels for five attributes were given to the sample of international flight passengers (n = 490). The participants were asked to rate inflight food bundles using a 9-point Likert scale. The results indicate that healthy and environmentally sustainable inflight foods will be preferred over brand-named or tasty foods when served onboard. There were notable differences in inflight food preferences between occasional and frequent flyers. While both flyers preferred low-calorie and tasty foods made with nationally sourced ingredients, frequent flyers highly preferred branded foods made with organically grown ingredients. In contrast, occasional flyers desired generic branded foods made with conventionally grown ingredients. The study findings are discussed further to help airline marketers build a desirable inflight food bundle.

A Study on Impact of Brand Equity on Purchase Intention o f Educational Toys in India

Objective: This research investigates the influence of brand equity on parents' purchase intentions for educational toys in India, with a focus on brand awareness, brand association, quality perception, and loyalty. Methods: A structured questionnaire with 20 closed-ended questions was delivered to parents of children aged 0 to 14 in Pune, Mumbai, Delhi, and Nagpur. The survey used a five-point Likert scale to assess brand equity perception and purchase intention. 156 complete and valid responses from the 200 parents surveyed were analyzed using SPSS. Regression analysis was performed to quantify the impact of brand equity components on purchase intention and Cronbach's alpha was 0.852, suggesting high reliability. Findings: The descriptive statistics revealed that consumers had intermediate brand knowledge and familiarity, as well as good evaluations of brand quality and attributes. Regression analysis showed that brand association (p = 0.036), quality (p < 0.001), and loyalty (p < 0.001) had a substantial influence on purchase intention, while brand awareness did not (p = 0.321). The model explained 60.1% of the variation in purchase intentions, with loyalty having the greatest influence. Novelty: This research provides insights into the Indian educational toy industry, stressing the role of brand equity in influencing purchase intentions. It provides useful information for toy producers and marketers in developing strategies to increase brand loyalty and drive sales. Keywords: ­ Educational Toys Brand Association, Brand Equity, Brand Loyalty, Quality, Brand Awareness Purchase Intention

Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements

Despite the growing prevalence of online retail platforms, scant research has focused on how different selling arrangements affect brand sales performance on the platform. This study explores the sales performance implications of three brand–platform selling arrangements: 1P (a brand manufacturer sells to the platform for resale), 3P (a brand manufacturer sells on the platform), and 2P (a brand manufacturer sells through the platform using a hybrid model in which the platform handles all fulfillment). Utilizing a comprehensive dataset from a major U.S. brand-aggregator platform, encompassing 21,555 brand–category observations across 17 product categories, we examine the impact of these selling arrangements on brand sales performance on the platform. The findings reveal that 2P operations are generally associated with higher sales performance than 1P operations. We find no significant difference between 2P and 3P operations. The study also shows that the effectiveness of these arrangements is contingent on brand characteristics such as operational capabilities, innovativeness, and pricing strategies. This research contributes to understanding the nuanced interplay between platform selling arrangements and brand attributes, providing strategic insights for brand managers in the evolving online retail landscape.

Consumer Preference and Willingness to Pay for Rice Attributes in China: Results of a Choice Experiment.

Understanding urban consumers' preferences for rice attributes is crucial for rice breeders, producers, and retailers to meet diverse and evolving market demands. Based on the sample data of 629 rice consumers in Shanghai, China, obtained through the choice experiment (CE) approach, this study uses the mixed logit (ML) model to analyze consumers' preferences and willingness to pay (WTP) for food safety labels, brands, nutritional quality, and taste quality. Furthermore, the latent class (LC) model examines the heterogeneity in consumer group preferences. The research findings highlight that consumers prioritize taste quality as the most crucial attribute, followed by nutritional quality, food safety labels, and brand attributes. The premium rates for superior taste quality, organic certification labels, and green certification labels exceeded 100%. Interestingly, while combining organic certification with well-known international or domestic brands does not uniformly boost consumer preferences, incorporating green certification alongside well-known international or domestic brands significantly elevates those preference levels. Factors such as the external environment, consumption habits, and personal characteristics significantly influence individuals' preferences for rice attributes. Based on these insights, the study puts forth policy recommendations for rice breeders, producers, and retailers.

Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek Kyriakos Mitsotakis

Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21st century.

Empirical illustrations of student’s perception of a preferred employer brand

PurposeTo examine the employer brand attributes that attract students to various organisations. This paper studies the perceived importance levels of students in the context of employer brand dimensions.Design/methodology/approachThis paper is based on a well-administered and structured questionnaire with survey results to test the effectiveness of the employer brand model. The researcher received a convenience sample of 416 filled questionnaires out of the 550 distributed questionnaires. Independent sample and paired sample t-tests were run to test the hypotheses.FindingsDevelopment value emerged as the most potent factor, whereas interest value emerged as the least favoured characteristic of an employer brand. Further analyses revealed no significant differences regarding the perceived levels of importance for dimensions of employer brand in relation to gender. Distinct significance levels are associated with various dimensions of employer brand, so companies should carefully emphasise and facilitate those dimensions. The managers could design their job advertisements to attract skilled employees based on the essential values depicted in this study.Originality/valueThe study contributes valuable suggestions for organisations to formulate an effective employer brand for successful recruitment strategies.

THE RELATIONSHIP BETWEEN AGE AND BRAND RECOGNITION IN HATCHBACK CAR OWNERS

In this study, the variance between the socio-economic status and usage pattern of car and factors of brand knowledge of owners towards hatchback cars such as brand preference, repurchase intention, brand experience, brand attributes, brand price, brand appearance, and self-congruity have been analysed through one-way ANOVA and Independent Sample ‘t’ test. The ANOVA is used to find variation among the two more variables and the ‘t’ test is applied for dichotomous variables. The factors of brand knowledge of owners towards hatchback cars and socio-economic status and usage patterns of a car are considered as dependent and independent variables respectively.

ANALYZING VISUALS OF SHOE PRODUCT PHOTOS IN 2023 THROUGH INSTAGRAM MEDIA USING QUALITATIVE SEMIOTIC METHODOLOGY

Product photography plays a pivotal role in business, demanding cameras attuned to lighting nuances and medium capturing. High-quality product visuals foster consumer trust, convey sophistication, and reinforce brand recognition. Particularly in platforms like Instagram, visually appealing photos are instrumental in driving engagement and sales. This study delves into innovative camera methods and background preparation to craft captivating product imagery, aiming to enrich comprehension of crafting unique, consumer-attracting visuals aligning with brand attributes. This research contributes as a knowledge repository, sparks creativity in image creation, and bolsters consumer appeal on social media. Employing a qualitative approach, it entails observation, literature review, and documentation, progressing through initial research, image curation, and analysis of design, material quality, and lifestyle integration. Findings underscore the significance of photography techniques, background curation, and camera angles, furnishing insights to elevate product aesthetics, notably on social platforms

District branding: content analysis toward identifying brand dimensions at the district scale

District branding: content analysis toward identifying brand dimensions at the district scale

Fan Engagement Management: Fan Response to Brand Image Attributes of Professional Athletes on Instagram

Athletes have actively utilized social media for brand management and fan engagement. In this study, we investigated how athletes communicate both sport and non-sport brand attributes on Instagram. We also explored the relationship between users’ engagement behaviors and brand attributes. Through a content analysis of 472 Instagram posts by two professional soccer players, Cristiano Ronaldo and Lionel Messi, we reveal that athletes tend to share more non-performance-related content than performance-related content. Furthermore, posts featuring performance-related content generated more ‘likes’, whereas those with non-performance content elicited a higher volume of comments. Although there exists a positive correlation between the number of ‘likes’ and comments, content type distinctly influences the form of fan engagement. Therefore, athletes should engage in deliberate and strategic decision-making when curating content for social media, tailoring it to specific customer engagement objectives.

Saved by a brand: An odyssey of personal deliverance

It remains hard to understand the process whereby people claim to have been saved by a brand. How can a commercial entity take on religious meanings like salvation? Our research addresses this mystery by diving deep into the lives of individual brand fans. We describe their journey of salvation by a brand in detail, from the key moment of brand revelation, when the brand appears as savior, to the ways in which the brand delivers them from their sufferings. For these fans, the brand becomes a companion that helps them significantly improve their existence. Our findings demonstrate that the religious dimension of brands is not limited to brand communities and their rituals. This dimension also emerges through the efforts of individual consumers who create their own brand religions and find salvation in the process. Religions do not have a monopoly on salvation; brands can be saviors too.

Branding of retail enterprises

Branding is an integral part of the promotion and development of goods by retail trade enterprises (RTE). A comprehensive branding process is a key success factor, as it allows enterprises to identify themselves among compe­titors and attract a larger target audience. In this direction, it is important to substantiate the use of branding models aimed at increasing the competitiveness and RTE profitability. The aim of the article is to define the key concepts, the main components of branding, to substan­tiate the construction of a branding model and to characterize its elements. The following general scientific research methods were used such as analysis and synthesis, to present the main brand attributes; branding models and their characte­ristics; empirical, system and structural analysis and graphical display. The key concepts and basic branding principles have been defined, the main attributes (appearance of the product, its physical characteristics, brand name, logo, slogan, color scheme, fonts, character, music and sounds, related attributes) of the RTE brands have been analyzed. The process of choosing a positioning and its role in brand formation has been considered. The comparative characteristic of branding models has been presented, the main components, advantages and disadvantages of each model have been indicated. Based on the results, the author has developed his own model of RTE brand formation. The main advantages of using the developed model by the RTE and the main differences from other models have been indicated

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.

Enhancing brand loyalty through LGBTQ+ influencers: a study on the impact of firm-generated content in inclusive marketing strategies

PurposeThis study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ+ influencers to enhance brand engagement and loyalty within diverse communities.Design/methodology/approachA quantitative approach was utilized, and data was collected via social media platforms. Structural equation modelling (SEM) was employed to explore the relationships between FGC, influencer content, dimensions of place attachment and brand loyalty.FindingsAccording to the findings FGC positively influences LGBTQ+ influencers, which in turn affect in a significant way place identity and place social bonding. Both dimensions of place attachment were found to have a positive impact on brand loyalty, which indicate that LGBTQ+ influencers have an important role in enhancing brand engagement through inclusive marketing.Practical implicationsFirms in order to increase their brand loyalty and customer engagement, need to adopt inclusive marketing strategies that resonate with LGBTQ+ communities. In order to do so they need to work with LGBTQ+ influencers that can effectively communicate the brand’s commitment to diversity and inclusion, thus fostering a stronger emotional connection with the brand.Originality/valueThis study introduces a conceptual framework that highlights the mediator role of place attachment in the relationship between influencer marketing and brand loyalty. This research contributes to the existing literature by providing empirical evidence on the effectiveness of leveraging LGBTQ+ influencers in inclusive marketing campaigns.

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building.

A Study on Importance of Branding and Its Effects on Products in Business

This study investigates the paramount significance of branding in the business realm and its profound impact on products. Branding, a strategic marketing tool, plays a pivotal role in shaping consumer perceptions, influencing purchasing decisions, and fostering brand loyalty. The research explores the multifaceted dimensions of branding, encompassing visual elements, brand messaging, and the overall brand experience. By analyzing case studies and market trends, the study aims to elucidate how effective branding not only distinguishes products in a saturated market but also contributes to the overall success and sustainability of businesses. The effects of branding on consumer trust, market positioning, and competitive advantage are scrutinized, highlighting its role in establishing emotional connections with the target audience. Additionally, the study delves into the impact of digitalization and social media on modern branding strategies, emphasizing the need for businesses to adapt to evolving consumer behaviors. Keywords: Branding, Marketing, Consumer Perception, Brand Loyalty, Competitive Advantage, Market Positioning, Brand Experience, Digital Marketing, Social Media, Business Success.

INTERNATIONAL TRADE IN SERVICES IN THE CONTEXT OF THE DEVELOPMENT OF THE NATIONAL BRAND OF UKRAINE

Objective. To determine the relationship between international trade in services and the development of the national brand of Ukraine, to develop practical recommendations that will enhance the recognition of our country in the world and better integrate it into the global economic space. Methodology. The methodological basis of the scientific research on international trade in services in the context of the development of the national brand of Ukraine includes government documents, the experience of domestic and foreign scientists, statistical materials from the State Tourism Development Agency in Ukraine, etc. The authors of the research propose a set of recommendations for the successful integration of Ukraine into the global economic space, including through a strong national brand. Results. The scientific research on this topic involved the analysis and interconnection of a range of international services that influence the brand of Ukraine and ensure a higher level of integration of our country into the global economic space. Scientific novelty. The authors believe that the development of the national brand of Ukraine in times of war is an additional strategic resource in shaping the image of our country as a tourist destination and a country with new opportunities for social development, an influential international player on the world stage, with new brand attributes. Practical significance. The implementation of new trends in the development of international trade in services, including the development of the tourism sector, creates new conditions for updating the national brand of Ukraine, stimulates foreign investment, consolidates global support for Ukraine, which will be one of the factors contributing to the growth of the value of the "Ukraine" brand in the future and its socio-economic development.

Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

This research explores the intersection of colour marketing and brand identity, focusing on the role of iconic colour in furniture branding. A comprehensive framework for crafting a furniture brand’s iconic colour was developed, and structural equation modeling was used to analyze data from three offline experiments with a total sample size of 111 subjects. The findings highlight the crucial influence of iconic colour on brand identity, revealing that both the referential meaning of hue and gender significantly impact brand perception. Contrary to conventional beliefs, variations in saturation and value are not solely detrimental; they can also enrich brand identity. The iconic colour serves as a cornerstone for ensuring consistency across internal and external brand dimensions, solidifying the brand’s core identifiers, and resonating with consumers’ minds. This research underscores the pivotal role of iconic colour in forging a coherent and distinct brand identity, offering valuable insights for marketers and brand strategists in the furniture industry and beyond.

Athlete Brand Congruence as a Measure to Evaluate Brand Identity and Image Fit

The paper presents a novel approach to assess athlete brand identity by introducing the concept of brand congruence, which measures the alignment between an athlete’s intended brand image and consumer perceptions. This study leveraged five case studies involving elite athletes and their brands, with the participation of n = 794 consumers through an online survey. The application of Confirmatory Factor Analysis not only validated the effectiveness of the scale in evaluating athlete brand identity from the consumer perspective but also demonstrated its value in bridging the gap between athlete and consumer opinions. The measurement of athlete brand congruence serves as a crucial tool for gauging the harmony between desired and perceived brand attributes, providing valuable insights into athlete brand performance and specific areas for enhancement. This research contributes to the ongoing exploration of athlete branding and its implications for athletes, marketers, and consumers alike, adding to the broader discourse on this pertinent and relevant topic within today’s sports industry landscape.