Brand Attributes Research Articles

A proposed brand architecture model for UK fashion brands

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand’s values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature.

The Impact of Consumer Characteristics and Brand Attributes on Global Brands: A Focus on the MZ Generation in Emerging Markets

Purpose - As emerging markets continue to expand and exert more influence on the global economy, it has become increasingly important to understand the attitude of consumers in these market towards global brands. In particular, Chinese consumers’ interest in foreign brands has been steadily growing, creating significant market potential for products and services perceived as global brands. Based on the theory of planned behavior, this study aims to investigate how consumer characteristics and brand attributes influence the attitudes and purchase intentions of Millennials and Gen Z consumers towards global brands. Design/Methodology - The researchers used an online questionnaire to collect data from a total of 293 Chinese MZ generation participants. To analyze the data, structural equation modeling (SEM) was employed using SPSS. Findings - The findings of this study indicate that brand attributes such as perceived brand quality and price have a greater influence on the attitudes and purchase intentions of MZ consumers towards global brands than individual characteristics like consumers’ cosmopolitanism, ethnocentrism, and materialism. Moreover, consumer ethnocentrism has negative impact on attitudes, while consumers’ cosmopolitanism and materialism do not show any significant effects on attitudes and purchase intentions towards global brands. Originality/value - By gaining insights into how Generation MZ consumers in emerging markets evaluate global brands, this study explores the determinant factors influencing consumers’ attitudes and intentions towards global brands. The findings not only enrich the international business literature but also provide practical insights for global brand managers to effectively customize their marketing strategies and enhance their brand positioning for successful entry into emerging markets

Employer Brand and Business Performance: The Role of Intellectual Capital

Intangible assets play a vital role in the hotel industry, in general, and can also ensure the sustainability of a business during a crisis. The aim of the paper is to identify the impact of employer brand on the business performance of hotel companies, including the mediating effect of intellectual capital as an element of intangible assets. The research was conducted among managers who are employed in 92 hotels, and who evaluated the dimensions of the employer brand, business performance (organisational performance and market performance), and intellectual capital. The research hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The research model has supported the full mediating effect of intellectual capital between most of the employer brand dimensions and business performance. Results confirm the contribution of the employer brand to the business performance, with the support of intellectual capital and indicate the necessity of mutual use of intellectual capital and employer brand as key assets in a crisis.

Employer Branding to Improve Employee Loyalty after a Business Merger in PT Pelindo Terminal Petikemas

In today’s world, solid employer branding is important for any company or organization. Ambler & Barrow (1996) defined employer branding as the process of building and promoting a company’s reputation as an employer. Ilyas et al. (2020) stated that employer branding has a strong positive relationship with employee loyalty and the extent to which employees are committed to their organization and its goals. When a business goes through a merger, employee loyalty becomes an important factor in ensuring the company’s productivity, which is something that PT Pelindo Terminal Petikemas and some other Indonesian State-Owned Enterprises have gone through in recent years. The primary research objective of this study is to identify the specific aspects of employer branding that can be prioritized by PT Pelindo Terminal Petikemas to enhance employee loyalty. The methodology used is primarily quantitative research with correlational analysis as the statistical model, however, additional qualitative data was also collected and analyzed. The primary data were acquired through an online questionnaire given to the employees of PT Pelindo Terminal Petikemas. This study concludes that employer branding and employee loyalty have a strong positive significant correlation. Furthermore, it was also found that the employer branding dimensions with the strongest correlation with employee loyalty are organizational culture, ethics and corporate social responsibility, and diversity. PT Pelindo Terminal Petikemas can focus on improving the organizational culture, ethics and corporate social responsibility, and diversity aspects of employer branding to improve employee loyalty. The research also provides actionable solutions for PT Pelindo Terminal Petikemas to further strengthen its employer branding and improve employee loyalty.

Pengaruh Kepercayaan Merek pada Loyalitas yang Dimediasi oleh Keyakinan pada Atribut Produk Donat

This research aims to determine the influence of consumer trust and product attributes on loyalty which is mediated by trust in donut consumers. Consumers' assessment of the extent to which their needs and desires are met by the product. Donuts are easy to find in cake shops, malls, restaurants or even the donut shop itself. This phenomenon is characterized by the increasing number of donut brands available, so that consumers are faced with a variety of brand choices such as Dunkin' Donuts, J.CO Donut, Abata Donut, and Donut Boys. In this research, consumer trust, brand attributes (x), brand loyalty (y), and brand trust (z) are used. The sample size consisted of 200 respondents from the public who had purchased one of the Dunkin' Donuts brands, J.Co Donuts, Abata Donuts, or Boys Donuts. This research applies quantitative methods by distributing Google Forms which are distributed via platforms on social media. The findings from this SmartPLS analysis show that brand attributes have a positive impact on increasing brand trust, consumer trust has a positive impact on brand trust, and brand trust has a positive impact on brand loyalty.

The Positioning of Coffee Shops Based on Consumer Perceptions: Study of Coffee Shops in Brebes Regency

The coffee shops are starting to bloom in Indonesia and are attracting more and more coffee lovers. Coffee shop growth rates also occur in Brebes Regency. Many new coffee shop brands offer new facilities and concepts to the community, especially the Brebes Regency area, so that every coffee shop entrepreneur must know the positioning in order to survive in the competition. The purpose of this study was to determine the mapping of consumer perceptions of the 3 coffee shops included in the research object in Brebes Regency, namely Kelirumology Coffee, Rajaswa Coffee and Warkop 12 based on the attributes of service quality, brand, location, facilities, price, menu diversity, and atmosphere so that useful to know the positioning of the coffee shop. Positioning is determined by reading the perceptual maps generated based on multidimensional scaling (MDS) analysis. The research data were obtained from questionnaires, library research, and direct observation according to the research objectives. The analysis technique uses multidimensional scaling with a sample of 86 respondents from consumers who have visited the 3 coffee shops. The results showed that consumers have their own perception of each brand based on the attributes of service quality, brand, location, facilities, price, menu variety and atmosphere. On the perception map, the coffee shop brand Kelirumologi Kopi leads because it is in quadrant I with positive coordinates in each dimension. Coffee shop brand Warkop 12 is in quadrant III. The Rajaswa Coffee brand is in quadrant IV. The results of the Kelirumologi Coffee coffee shop mapping lead with superior menu diversity, prices and facilities. But Kelirumologi Kopi has a weakness in brand attributes. Rajaswa Coffee coffee shop ranks second with excellence in brand and location attributes. But Rajaswa Coffee has weaknesses in the attributes of service quality and menu variety. Coffee shop Warkop 12 last place with excellence in service quality and atmosphere. And Warkop 12 has weaknesses in the attributes of location and price.

Value-Based Employer Branding to Attract and Retain Millennial Doctors at Hospitals in Indonesia

Purpose: In the face of competition, hospitals must attract and retain the best talent, such as millennial doctors. This study seeks to assess the dimensions of employer branding that influence recruiting and retaining millennial doctors. Theoretical Framework: This study is grounded in the theoretical concepts of employer branding and generational work values. It specifically examines the influence of employer branding on job choice and retention among millennials, integrating theories from marketing, human resource management, and generational studies. Design/Methodology/Approach: The research adopts a quantitative methodology, surveying 265 millennial-generation doctors across several hospitals in Bandung, Indonesia. Data were collected through structured questionnaires focusing on various dimensions of value-based employer branding. Statistical analysis was used to evaluate the data and draw conclusions. Findings: The research found that Indonesian hospitals are generally perceived as having good value-based employer branding. Key dimensions that emerged as most critical for attracting and retaining millennial doctors include social, development, and application values. These findings suggest a distinct set of priorities and preferences among millennial medical professionals. Research, Practical & Social Implications: The study's results have implications for hospital management and policymakers. It highlights the importance of aligning employer branding strategies with the values and expectations of millennial doctors. Practically, it guides hospital leadership in policy formulation and establishing work practices that resonate with this demographic, potentially improving recruitment and retention rates. Originality/Value: This research contributes to the existing literature on employer branding and generational work values, specifically within the healthcare sector in Indonesia. Its novel focus on millennial doctors in Bandung hospitals provides fresh insights, enhancing an understanding of how digital media and value-based branding can be leveraged in human resource strategies.

Personal Branding: A Systematic Literature Review

Personal branding has attracted significant interest from researchers and practitioners in the last decade. There have been numerous scientific studies covering different facets of personal branding. However, studies covering the scope of the interest need to be more comprehensive. The paper analyzes various research papers on personal branding, encompassing theoretical underpinnings, the strategic nature of personal branding, and future research opportunities identified by the different articles. The review identified four major themes: personal branding skills and attributes, the strategic nature of personal branding, personal branding, and personal branding, politics, and social media. These findings give a broader view for further research and practical application.

Unraveling the effects of “living the brand”: a resource generating outlook

ABSTRACT Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding acts as a resource-generating mechanism for both employees and organizations through enhanced employee well-being and brand performance. A sample of 919 frontline employees of private banks in India was collected through a multi-stage sampling technique. Structural equation modeling using AMOS was employed to examine the hypothesized relations, whereas bootstrapping procedure was followed to assess the mediation effect. The findings unveiled the favorable impact of internal branding dimensions on employees’ well-being and brand performance.

The Influence of Brand Attributes and Service Quality on Satisfaction and Intention to Visit Indonesian Tourists to Purchase Mice Products

The Influence of Brand Attributes and Service Quality on Satisfaction and Intention to Visit Indonesian Tourists to Purchase Mice Products

FACTORS INFLUENCING BRAND AWARNESS AND BRAND IMAGE ON SOCIAL MEDIA PLATFORM

The many facets of what influences the growth of brand awareness and brand image on social media platforms are examined in this study. Social media has emerged as a crucial platform for customer engagement and brand promotion in today's digital world. For marketers looking to build and maintain a strong online presence, it is imperative that they comprehend the intricacies of brand perception in this setting. Based on an extensive analysis of existing literature and practical investigations, this abstract identifies the primary determinants of brand recognition and image on social media. Elements such as brand attributes, pricing strategy, EWOM & Promotional activities creates Brand Awareness & Being Reliable in proving products and services , brands reputation result into Brand Image on social Media. Key words: Brand Awareness, Brand Image, Social Media Platforms, Target Audience, Online Presence

Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands

PurposeConsumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.Design/methodology/approachThe authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.FindingsThe model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Attitudes of manufacturers toward the value attributes of regional product brands

The increasing consumption of regional products is pivotal in fostering regional development, a phenomenon analyzed in various academic discourses. This article aims to contribute to the existing knowledge base by exploring the attributes of regional brands of products, specifically from the perspective of regional producers (regional brand of product holders). Unfortunately, this topic remains underexplored within academia, resulting in the need for an in-depth investigation. The article undertook a comprehensive analysis of articles in reputable databases such as Web of Science and Scopus, focusing on brand, brand equity, and regional product brands to address this research gap. The primary objective of this article is to describe the attitudes of regional brand producers towards attributes of brand equity in the case of regional brand products. The paper also presents the outcomes of quantitative marketing research. The research employed the computer-assisted web interviewing (CAWI) method, collecting data between November and December 2023. The presented research is based on a substantial sample of 101 respondents from the Czech Republic. The statistical software IBM SPS Statistics and XLSTAT program were subsequently used for data calculation and presentation. Semantic differential, descriptive statistics, and hierarchical cluster analysis were applied to the data analysis. It was found that some groups of regional producers have similar attitudes toward the attributes of regional product brands. All results and findings are then discussed. Exploration advances the understanding of regional product brands’ dynamics and provides a valuable foundation for future research in this field.

Unveiling the Power of Branding: A Study on the Importance and Effects on Products in Business

This research aims to conduct a comprehensive study on the significance of branding and its profound effects on products in the realm of business. Recognizing that effective branding is a key driver of consumer perceptions and purchasing decisions, this study employs a mixed-methods approach to explore the multifaceted impact of branding on product success, market positioning, and overall business performance. The study delves into the qualitative aspects of branding through interviews, case studies, and expert opinions to unveil nuanced perspectives on how branding shapes consumer perceptions and influences product choices. Concurrently, quantitative analysis is employed to measure the tangible effects of branding on metrics such as market share, customer loyalty, and competitive advantage. Various dimensions of branding will be explored, including the creation of a distinct brand identity, the establishment of brand equity, and the strategic communication of brand values to consumers. The study aims to provide insights into how effective branding strategies can contribute to the success and longevity of products in the competitive business landscape. The findings from this research are expected to provide valuable insights for marketers, business strategists, and decision-makers. By understanding the importance and effects of branding on products, businesses can refine their branding strategies to create a lasting impact, build brand loyalty, and ultimately achieve sustainable success in the marketplace. This study serves as a foundation for informed decision-making and future research within the realm of branding and its implications for business.

Domestic midscale chain hotel brands' effectiveness in research and development: An exploratory study

AbstractWhile many midscale chain hotel brands in China's domestic market have developed rapidly since 2010, it is still unclear how a new midscale chain hotel brand can be most effectively researched and developed. Drawing from resource‐advantage theory, this study aimed to understand the effectiveness of six key attributes of new domestic midscale chain hotel brands and map them onto a research and development (R&D) competitive position matrix. The results show that the actual R&D process lasts beyond the opening of the first hotel of the new brand and requires a further 2‐year maturation period. This study contributes to the literature by creating a maturation system that could play a key role in the effectiveness of the R&D underlying a chain hotel's brand development. It also provides a compelling tool for monitoring the effectiveness of domestic midscale chain hotel brands' R&D.

Effect of Sterilization on Different Community Periodontal Index of Treatment Needs Probe Ball Dimension: An Analytical Study

Background: Quantification of disease is an important procedure for an appropriate planning. Periodontal pocket determination helps to measure the extent and severity of periodontal disease. Community Periodontal Index of Treatment Needs (CPITN) periodontal probe and its ball dimension are very important in true estimation of disease. Methodology: Probe 1, Probe 2, and Probe 3 ball dimensions were measured from baseline after subjecting to autoclaving, microwave, and Korsolex sterilization. Rapid I Vision Measuring System was used to measure the ball dimension. The CPITN probe ball dimensions were measured at baseline, 10th, 20th, and 40th cycles of different sterilization methods. Results: CPITN ball dimension of different brands did not meet the World Health Organization specifications before the start of the study, and there was a linear and gradual reduction in ball dimension of all the probes after each cycle of sterilization. There was a reduction in the dimensions after the 20th cycle of sterilization. Probe 1 had better dimensional stability, and Korsolex solution had the least effect on ball dimension in all the probes. Conclusion: CPITN probe should be discontinued after the 40th cycle of sterilization in order to avoid inaccurate diagnosis, and in field surveys, Korsolex solution could be recommended to increase the longevity of the probe.

Employer Branding Phenomenon: A Systematic Review Conceptualization at Higher Education Institutions

This research aims to uncover the dimensions of employer branding (EB) that attract and retain employees working at the university, both lecturers and education personnel. This research uses a systematic literature review with the PRISMA diagram. The database used comes from Scopus and Emerald with journal criteria, open access, English language, obtained 6 articles to be analyzed. The dimensions used are social values, development values, diversity, economic values, interest values, reputation values, working environment values, and work life balance. Some use Reward strategy, People orientedness, Leadership development to measure employer branding. In addition, it uses the EB dimension of employee retention and employee attraction. This study examines the object of employer branding research in higher education related to exploring the dimensions of the perspective of academic workers including lecturers and education personnel. In addition, it finds the grand theory used in constructing employer branding.

A Study on Product Branding on Sale Performance

In today's competitive marketplace, effective product branding has emerged as a pivotal factor influencing sales performance. This study delves into the intricate relationship between product branding strategies and their consequential impact on sales outcomes. Employing a mixed-methods research approach, we conducted in-depth analyses of diverse industries to comprehend the multifaceted dimensions of product branding and its correlation with sales success. The research investigates the elements that constitute a strong brand identity, exploring the role of brand recognition, brand loyalty, and perceived quality in shaping consumer behavior. By employing both qualitative interviews and quantitative surveys, we aim to capture the nuanced perspectives of consumers and industry experts, providing a holistic view of the branding-sales nexus. Furthermore, this study assesses the effectiveness of various branding channels, including traditional media, digital platforms, and experiential marketing, in influencing consumer perceptions and purchase decisions. Through statistical modeling and regression analysis, we quantify the impact of branding investments on sales metrics, shedding light on the return on investment (ROI) of branding initiatives. In addition, the study examines the role of cultural and demographic factors in shaping consumer responses to product branding. By considering regional variations and demographic trends, we seek to identify market-specific nuances that can inform tailored branding strategies for enhanced sales performance. Ultimately, the findings of this research endeavor aim to provide valuable insights for businesses seeking to optimize their branding efforts for improved sales outcomes. By understanding the intricate dynamics between product branding and consumer behavior, organizations can make informed decisions to create compelling brand narratives that resonate with their target audiences and, consequently, drive heightened sales performance in a dynamic and competitive market landscape.

How partisan social identity shapes evaluations of candidate brand elements on campaign websites

ABSTRACT Political parties operate as partisan social groups and partisanship biases the way individuals process political information, form political opinions, and evaluate candidates. Partisans demonstrate favoritism when evaluating fellow party members but discriminate against those in the opposing party. However, the bounds of this partisan intergroup bias are undetermined. Using a constructed political website, an experiment tested the extent of the reach of partisan social identity in biasing evaluations on candidate brand attributes. That limit was not ascertained as partisans evaluated an out-party candidate lower than an in-party candidate on every brand element measured, including personal and nonpolitical attributes. Through a tragic frame, partisans expressed great negative affect toward a candidate from the opposing party and transfer it to his political stances, experience, wife, grandson, and even dog. The results reveal that partisan social identities create divides among social and personal issues and exacerbate affective polarization.

Dimensions of brand equity for the banking sector: A study in the elderly segment

The main objective of this research was to construct and validate an instrument to measure the value dimensions of banking brands in the elderly segment. For this purpose, a quantitative study was developed with a descriptive correlational design and participation of 403 Colombian seniors. An instrumental study also employed exploratory factor analysis to identify the underlying constructs and the most statistically robust item structure. The results show the existence of six dimensions: "loyalty and brand friendliness", "brand performance", "brand awareness", "brand association", "brand importance", and "perceived quality". All of these correspond to previous brand equity literature, except for the dimension "loyalty and brand friendliness", which emerges from the study as a single construct. Given the particularities of the elderly as a consumer, it is concluded that the banking sector should continue consolidating its brand value in this market segment. Since this sector has been showing a representative demographic growth at a global level, such goal is positioned as a fundamental objective for organisations that have a high market orientation.