Brand Identity Research Articles

Negative Brand Experiences and Purchase Intention of Green Wall Coating Brands: The Mediating Effect of Brand Identity

The purpose of this study was 1) to explore the impact of consumers' negative experiences with green wall coating brands on the brand identity of wall paint, 2) to analyze the effects of brand identity with green wall coating brands on purchase intentions, and 3) to test the mediating effect of green brand identity. Utilizing a quantitative research approach and simple random sampling technique, this study engaged 402 Chinese respondents aged 18 and older, all of whom had relevant purchase experiences with green wall coating products. The data collected were subjected to Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to assess model fit, as well as to establish the validity and reliability of the variables used in the study. The findings of this research revealed that all four dimensions of negative brand experience, which include negative functional experience (β =-0.189), negative emotional experience (β=-0.308), negative cognitive experience (β=-0.444), and negative social value experience (β=-0.134), have a negative impact on green brand identity. Additionally, the study confirmed a positive relationship between green brand identity and the intention to purchase green wall coating brands (β=0.655). Finally, the study established that green brand identity acts as a partial mediator between negative brand experiences (negative functional experience, negative emotional experience, negative cognitive experience, and social value negative experience) and the purchase intention of green wall coating brands (β3a=-0.124; β3b=-0.054; β3c=-0.126; β3d=-0.050). In light of these findings, this research provides specific and practical recommendations and improvement strategies for businesses within the green wall coating industry. These insights are aimed at enhancing their services and bolstering their competitive advantage.

IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS

Packaging design is becoming more important in today's competitive marketplace as items compete for consumers' attention in a sea of choices. The complex world of package design and its influence on customer behavior is the subject of this master's thesis. The purpose of this study is to decipher the complex relationship between the visual appeal, practicality, and consumer psychology of packaging by drawing on a review of relevant literature, survey data, and real-world examples. Aspects of visual design, including color, typography, and images, as well as structural components, including size, form, and material choice, are investigated in the research on packaging. It takes a look at how these factors affect various product categories and customer demographics in terms of perceptions, preferences, and intents to buy. In addition, the study explores how packaging conveys brand values, identity, and product qualities, which in turn affects consumer perception and loyalty to the brand. Keyword : Packaging design, consumer behavior, aesthetics, functionality, consumer psychology, visual elements, color, typography, imagery,

IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS

There are a lot of items out there competing for consumers' attention, so having attractive packaging is becoming more important. This master's thesis delves at the complex world of packaging design and how it influences customer behavior. This study delves into relevant literature, survey data, and real-world examples to uncover the complex relationship between packaging's visual appeal, usefulness, and consumer psychology. The structural (size, form, and material choice) and visual (color, typography, and graphics) components of packaging design are both studied in detail. It takes a look at how various demographics and product types are affected by consumer perceptions, preferences, and intents to buy. Moreover, the study explores how packaging conveys brand values, identity, and product qualities, influencing customer impression and loyalty to the brand. Keyword : Packaging design, consumer behavior, aesthetics, functionality, consumer psychology, visual elements, color, typography, imagery,

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons

A COMPARATIVE STUDY ON COMSUMER LOYALTY OF E-COMMERCE COMPANIES FLIPKART AND AMAZON

This study compares Flipkart and Amazon in particular to delve into the nuances of client loyalty in the Indian e-commerce business. It uses a mixed-method approach to find the key variables affecting customer loyalty by combining surveys with other methods. According to the study, developing a following of devoted clients requires a variety of factors. On the one hand, it is essential to have concrete features like a user-friendly platform, competitive pricing, variety, and high-quality products delivered quickly. The report does stress, though, that loyalty is more than simply business. Strong brand identity and ethical business practices are critical, as demonstrated by the value of brand reputation and trust. The study demonstrates how Flipkart and Amazon use various approaches to foster customer loyalty. Flipkart creates a feeling of community by customizing the shopping experience for its customers through engaging marketing campaigns, special deals, and tailored suggestions. On the other hand, in order to expedite the shopping experience and encourage recurring transactions, Amazon places a high priority on a wide range of products, a strong logistical network, and reward programs like Amazon Prime. Notably, both businesses use artificial intelligence and data analytics to improve customer satisfaction and personalize services.One of the main challenges facing the e-commerce industry is security issues. While consumers like the ease of online purchasing, the survey notes that distrust and loyalty can be hampered by worries about data privacy, cybersecurity, and fake goods. According to the study, Flipkart and Amazon have taken steps to allay these worries, including putting strong security measures in place, guaranteeing authenticity, and keeping open lines of communication with their patrons. KEY WORDS: INDIA, E-COMMERCE, LOYALTY, FLIPKART, AMAZON, STRATEGY, FACTORS, CUSTOMER.

Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

Even though environmental values and sustainable branding have garnered much attention in the B2C context, B2B contexts remain relatively less explored. This study introduces a novel synthesis of Signaling theory and Stewardship theory and examines the moderating impact of brand governance on the relationship between green brand identity, consistent communication and channel partner commitment, leading to tactical green marketing orientation. Distinguishing itself from previous research, our approach embraces a multi-perspective lens, delving into the viewpoints of both channel partners and organizations (i.e., managers). Employing an explanatory sequential mixed method design, the first phase involved an empirical survey with 248 respondents (Study 1). Subsequently, the second phase (Study 2) comprised qualitative interviews with 41 respondents. The findings from both studies converged, revealing a positive association between “consistent communication” and “attitude,” a robust connection between “attitude” and “commitment,” and a favorable correlation between “green brand identity” and “attitude,” ultimately leading to a positive relationship between “attitude” and “green tactical marketing orientation". This research significantly contributes to the comprehension of B2B green brand positioning by demonstrating, that in the B2B context, brand governance influences channel partners' commitment and tactical green marketing orientation.

Impact of Brand Identity on the Formation of the Interior Concept of Splendid Inn Malang Hotel: Design Thinking Method

The Splendid Inn Hotel is a cultural heritage building in Malang City which was founded from two Dutch colonial houses in 1975 and has a unique collection of memorabilia from its visitors. This hotel consists of rooms, living room, lobby area which is attached to the restaurant, minibar and billiard area. Currently, this restaurant area has not been operating since the pandemic due to a significant decrease in visitors. The emergence of new hotels with more affordable prices and competition with other older hotels that have mature brand identities has led to a decline in hotel users. Based on previous research, it can be found that there is a need for a mature interior design concept to attract visitors and the interior design concept is influenced by brand identity. Therefore, this research aims to find the right interior concept by exploring the correct brand identity using three stages of the design thinking method. Through these three stages, a brand identity can be found with a slogan that represents the hotel and the right concept for the Splendid Inn hotel, so it is hoped that it can be applied to design and testing to increase visitor attraction.

REVISITING THE ENGLISH STATUS IN THE OUTER AND EXPANDING CIRCLES: INSIGHTS FROM GOOGLE STREET VIEW®

Globalization and glocalization may affect the use of English in Kachru’s (1986) Outer Circle and Expanding Circle countries. This study revisits the status of English by observing its use in the commercial signboards in Malaysia (Petaling Street) and the Philippines (Colon Street), representing the Outer Circle, Thailand (Khao San Road), and Indonesia (Legian Street), representing the Expanding Circle. Using Google Street View®, 557 signages were screen-captured, and their brand names, information, and slogan parts were analyzed. The finding shows that English is predominant on almost all signboard parts on the four streets, showcasing its crucial role in building brand identity and efficacy for communicating with a wider market. Furthermore, linguistic strategies such as code-mixing are pervasive in both circles, indicating the norm-developing characteristic not only in the Outer but also in the Expanding Circle. Language regulation enforcement may affect the degree of visibility of English, but its prevalence remains high nonetheless. Overall, the traditional conception of these concentric circles needs to be reanalyzed and a more fluid model needs to be put forward.

Gastronomic manifestation in the function of branding a tourist destination

PurposeThe paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the Associative Network Memory Model.Design/methodology/approachThe research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.FindingsThe results indicate that gastronomic manifestations image has a positive impact on the brand image and brand identity of the destination, as well as the destination's overall image. Furthermore, the study found that the food experience has a positive influence on the image of gastronomic events and the destination.Originality/valueThe study contributes to the advancement of research on tourist destination branding.

Augmented reality integration in Jordanian fast-food apps: Enhancing brand identity and customer interaction amidst digital transformation

This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

The Influence of Personal Branding, Influencer Endorsement, and Customer Engagement on Brand Affinity in the Cosmetics Industry in Indonesia

This quantitative study explores the influence of personal branding, influencer endorsement, and customer engagement on brand affinity within the cosmetics industry in Indonesia. A sample of 176 cosmetic consumers was surveyed, and data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) path analysis. The findings reveal significant positive relationships between personal branding, influencer endorsement, customer engagement, and brand affinity. Specifically, personal branding and influencer endorsement were found to have strong positive effects on brand affinity, highlighting the importance of cultivating a distinct brand identity and leveraging influencer partnerships to resonate with consumers. Additionally, customer engagement emerged as a critical determinant of brand affinity, underscoring the value of fostering meaningful interactions and experiences with consumers. These findings provide valuable insights for cosmetic brands seeking to enhance consumer perceptions and behaviors, drive brand loyalty, and achieve long-term success in the Indonesian market.

Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand

Brand identity helps customers to identify, as well as distinguish alternative competitive brands. If there is a consistent marketing strategy and consistent messaging, brand identity remains consistent, which helps in improving sales management and generating better revenue for the brand. In this digital era, there are various digital marketing tools and capabilities to improve brand identity, which help in establishing close association with customers to influence their purchasing decisions. However, we have limited understanding of the antecedents of brand identity in the digital era, and how the moderating role of consumer belief in brands could influence their purchasing decision making process. In this context, this study aims to determine the antecedents of brand identity in the digital era, and to examine if there is any moderating impact of consumer belief in brand (CBB) on consumer purchase decision (CPD). Based on the resource-based view and social identity theory, a theoretical model has been developed. Following the survey responses of representatives from 302 organizations/brands, the covariance-based structural equation modelling validates our model. Our analysis affirms that e-WOM, digital infrastructure, skilled manpower, and digital marketing capability positively impact on developing brand identity, which influences sales strategy differently in different situation to influence CPD, where CBB plays a moderating role. The study results have been derived by analyzing the inputs of the respondents based out of India which invited external validity issue and it has been considered as one of the limitations of this study.

Culinary tourism: exploring cultural diplomacy through gastronomy festivals in Turkey and Italy

PurposeThe primary objective of this research is to draw a comparative analysis between Turkey and Italy in terms of how festival events function as catalysts for the endorsement of regional culinary delicacies. The study endeavours to elucidate the role of these festivals in fortifying the regional gastronomic landscape of both nations.Design/methodology/approachAdopting a comprehensive comparative methodology, this study meticulously scrutinises the gastronomy festivals spanning diverse geographical locales in both Turkey and Italy. Consideration is given to the standout food and beverage items spotlighted at these events and the venues where they are hosted. The research design takes into account the extensive cultural and geographical spectrum that characterises Turkey and Italy. The primary research method comprises web content analysis techniques. This method involves analysing textual data from online sources pertaining to gastronomy festival events in both countries. Web content analysis is instrumental in evaluating how such festivals are deployed in promoting indigenous gastronomic products and exploring the intricate dynamics between brand identity and brand image.FindingsThe research outcomes underscore the pivotal role that festival events play in elevating regional gastronomic products' profile in Turkey and Italy. It highlights the top 10 festivals and the most popular local culinary items on digital platforms. Additionally, the study offers a side-by-side comparison of the most celebrated gastronomic products in Turkey versus those that receive prominence in Italy.Originality/valueThis study enriches academic understanding by dissecting the nuances of how festivals contribute to the promotion of local gastronomic treasures. By juxtaposing Turkey and Italy, this research provides valuable insights into the influence of festivals on regional culinary promotion across diverse cultural milieus. This study makes substantial contributions to the fields of gastronomy, tourism, and brand promotion.

Snapshots of nature: Harnessing Flickr data to frame sustainable brand positioning strategies for Thailand's national parks

National parks, crucial for nature-based tourism, often grapple with balancing marketing and sustainability objectives. Destination brand positioning offers a solution, yet techniques leveraging social media data for strategic positioning remain scarce. This research introduces a method, using Flickr photos, to: (a) identify the key features that define the brand identity of Thailand's national parks, (b) develop a categorical framework to group these parks based on their features and (c) uncover the distinctive features that differentiate parks within each identified category. Utilising Google Cloud Vision AI and LDA topic modelling, 51,387 photos across 125 parks were analysed, revealing 11 topics. K-Means clustering, supplemented by an innovative associative word analysis, discerned five park categories, and the distinctive features of each park. The findings advocate for Thai national parks to adopt strategies including brand positioning, repositioning, demarketing, and collaborative branding to harmoniously bridge sustainability and market demands. Management Implications•Association analysis can serve as an important tool for DMOs and conservation agencies to better understand and manage points of difference in nature-based tourism destinations.•The results of association analysis can inform brand positioning, repositioning, demarketing, and collaborative branding strategies that balance market needs with sustainability.•Distinctive brand positioning can be used to promote lesser-known destinations. Repositioning can be used to promote other strategic images and attributes of the destination. E.g., Khao Khitchakut National Park, which is famous for “Buddha footprint” can promote outstanding natural trails and wildlife that could attract high-value tourists. Demarketing may be necessary to conserve the uniqueness of certain destinations. We show some examples with overtourism that are put under great concern and should rely on carrying capacity strategies.

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.

The Impact of Replicas and First-Copy Products on Authentic Products: An Exploration in the Apparel Industry

The purpose of this study is to find out the impact of replicas and first copies on authentic products. Replicas and first copy products are unauthorized and are designed to mimic the original products and confuse the customers. Replicas has a great influence on customer’s mind and this has a significant effect on the sales of authentic products. The reason for this is that consumers prefer to pay lesser amount for these replicas than paying premium for the original thing. Therefore, this has led to decrease in revenue of companies that produce these authentic products. However, there has been an argument about this as some of them state that replicas and first copy products would help in generate interest in particular brand and this can serve as a gateway for more expensive and premium purchases in the future. The impact of replicas and first copy products are therefore complicated and multifaceted and it depends on various factors such as consumer behaviour, market strategies and the overall health of the market. The fashion industry grapples with the pervasive issue of replicas and first-copy products, which undermine the authenticity and integrity of apparel brands. This abstract delves into the multifaceted impact of replicas on authentic apparel, considering perspectives from consumers, brands, and ethical considerations. Counterfeit alternatives tempt consumers with discounted prices, eroding brand identity and aspirational value. Brands face threats to intellectual property rights and reputation, while ethical concerns arise from exploitative labor practices and environmental degradation. By exploring motivations, vulnerabilities, and proposing mitigation strategies, this research aims to inform stakeholders and foster solutions in combating the detrimental effects of replicas on the apparel industry. Counterfeit alternatives allure consumers with enticingly discounted prices, thereby undermining the distinctiveness of brand identity and eroding the aspirational value associated with genuine products. Concurrently, brands are confronted with formidable challenges concerning the protection of intellectual property rights and safeguarding their reputation against dilution and imitation. Moreover, ethical dilemmas emerge from the prevalence of exploitative labor practices and environmental degradation inherent in the production of replicas. By delving into the underlying motivations that drive consumer behavior, identifying vulnerabilities within the market, and proposing robust mitigation strategies, this research endeavors to provide valuable insights to stakeholders within the fashion industry. Through an informed understanding of the intricate dynamics at play, it is hoped that this study will catalyze collaborative efforts aimed at combating the detrimental effects of replicas and first copies on the apparel industry.

The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model.

Over the last few years, livestreaming e-commerce has shown rapid growth and has become an important form of e-commerce. However, the potential mechanisms of interpersonal interaction's influence on purchase intention in livestreaming e-commerce have yet to be fully investigated. Based on the SOR (Stimulus-Organism-Response) framework, this study reveals the association between interpersonal interaction (consumer-anchor interaction and consumer-consumer interaction), psychological distance, consumer purchase intention, and the positive role of brand identification and time pressure in this context of influential relationships. The results of analyzing 603 questionnaires show that psychological distance between consumers and products plays a mediating role in the effect of interpersonal interaction on purchase intention. Meanwhile, this study found that consumers' brand identification with the products in the live room was effective in enhancing the direct effect of interpersonal interaction in the model. Additionally, the time pressure associated with limited-time sales was also found to be effective in enhancing the effects of interpersonal interaction and psychological distance on purchase intention. The results of this study reveal the potential influence mechanisms of interpersonal interactions with various identities in livestreaming e-commerce, providing theoretical guidance and practical insights for practitioners in the field.

It’s hard to be loved by idiots.Fred Perry’s troubled relationship with the Proud Boys

Research methodology For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and secondary sources of information from both academic and journalistic publications. Case overview/synopsis Fred Perry is a premium clothing brand, well-known for its polo shirts. It was created by Mr Fred Perry, a British tennis player. The brand’s stated values are integrity, personality and individuality. Throughout its history, the brand has been adopted by different British subcultures but recently it has faced a challenge because of the brand appropriation by the Proud Boys, a US far-right white supremacy group and other extremist groups as Antifa and hooligans. The nature and actions of the group mean that Fred Perry runs the risk of losing control over its brand equity. This brand hijack means that Fred Perry risks alienating some of its customers by openly opposing the group but also by embracing this subculture’s appropriation. Practically, the brand opposed the appropriation in a press release and by putting an end to the sale of the black and yellow polo shirts in the USA and Canada. Fred Perry has also made a lot of efforts to reposition the brand away from extremist groups while maintaining its strong historical and cultural roots. Through this case study, students will have the opportunity to discuss this topic and explore solutions for brands that face this type of dilemma. Complexity academic level This case is designed to be used in a marketing management, brand strategy or consumer behavior/culture course, especially in the subfield of market segmentation in the telecommunications sector. Specifically, this case is designed for college seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management, consumer culture, consumers-brands relationships, brand architecture, brand equity, brand appropriation and repositioning strategy.

Corporate Social Responsibility Practices of Global Automakers in Asia: Application of Carroll Model with Multi-Case Study Method

In spite of acknowledging the importance of sustainable and socially responsible practices; researchers have not been able to unanimously identify the priority areas of CSR for the automotive sector. This research was designed to understand the CSR activities of the global automakers in the Asian countries by applying the Carroll model wherein researchers wished to analyse the CSR programs of the global automakers, identify the priority CSR areas and assess the effect of CSR strategies on business performance of global automakers. Case study method was used in the existing study. This study utilised multiple case study research strategy whereby two automobile companies were studied in depth namely, Toyota and Volkswagen. The data for the study was secured from different- structured data sources like company reports, sustainability data records and media coverage. Data was analysed using content analysis. The study concluded that both companies are widely engaged in CSR initiatives that covered ethical, philanthropic, legal, and economic responsibilities. Toyota focused on their production process and policies that was employee centric, Volkswagen worked on industry modernization as well in their ethical practices. The philanthropic initiatives at both places worked towards education/training, employment generation, collaborations/partnerships, environmental and social welfare. Volkswagen also focused on sports and, art and cultural aspects in their humanitarian responsibilities. Both the peers were on the same page regarding economic practices where the cutting costs and improving efficiency was in focus. Both Toyota and Volkswagen gave more priority to the philanthropic and ethical aspect than the economic aspect. Both the companies experienced similar outcomes from these CSR initiatives like positive financial measures, quality metrics, brand identity improvement and differentiation, worker and consumer satisfaction, risk management and aversion, improved partnership opportunities.

Exploring Interactivity Strategies in Social Media Communications of Leading Universities: A Cross-Continental Study

Social media has become an important tool for universities to implement strategies to promote, position and differentiate their brand identity, to establish and foster the communicative relationship with their stakeholders. This study explores the interactivity strategy developed in digital communication by 70 leading universities from Europe, the United States and Latin America. A specific quantitative methodology was designed to analyze the universities’ social media publications (90,241). The general communicative approach and the communication resources applied were studied through quantitative content analysis. Results show that the universities have an informational approach in their publications on social networks, with little differences among regions and platforms. Expositive and interactive resources are being used in a broad, integrated manner although there are some differences in each region and social network. Thus, the universities opt for a monological interactivity strategy in their digital institutional communication, with little differences between social networks. They are changing toward a model that continues to prioritize dissemination of information, but it is evolving toward more combination of various communication resources that make content more attractive to their publics. This research provides insights into interactivity strategies used by universities on social networks to develop effective digital communication strategies for enhancing engagement with publics.