Brand Identity Research Articles

Influence of Corporate Environmental Responsibility on Dimensions of Brand Equity in the Sustainable Food Industry

The objective of this study is to propose a theoretical model where corporate environmental responsibility (CER) influences brand loyalty (BL), perception of brand quality (PQ), brand awareness (BA), and the comparison brand (BC). A survey was carried out using an online questionnaire, and information was collected from 267. The research focuses on people who stated they were consumers of the sustainable food brand in Lima. To test the hypotheses of the proposed research model, the data were analyzed using the partial least squares path modeling method with SmartPLS software. The results showed a significant positive effect of CER on BL, PQ, BA, and BC. In conclusion, it can be stated that organizations that adopt sustainable practices and promote corporate environmental responsibility (CER) not only contribute to caring for the environment but can also improve essential aspects such as the equity of their corporate brand. Therefore, organizations must recognize the importance of taking transparent actions to strengthen the perception of their brand equity related to corporate environmental responsibility. This can translate into stronger customer loyalty and a more prominent position for sustainable food products. This study encourages prioritizing environmental responsibility, understanding that beyond contributing to the care of the environment, it also strengthens relevant aspects within the brand identity.

Erbil Citadel as a Brand for the City, the Role of Residents Awareness and Perceptions

The branding of cities through their historical and cultural assets has become a pivotal strategy in urban development and tourism. This study focuses on Erbil Citadel, a UNESCO World Heritage Site, and its potential as a brand for Erbil, a city with a rich historical backdrop and flourishing urban landscape. The study aimed to explore the perceptions of Erbil’s residents regarding the cultural significance of the Citadel and its potential as a city brand. A mixed-method survey questionnaire was conducted, collecting data from around 440 residents through both manual distribution around the Citadel and an online platform. The findings were analyzed using SPSS 23 to provide both descriptive and inferential statistical insights. The findings show that locals are well aware of the Citadel’s significance as a significant historical and cultural symbol of the city. The vast majority of participants acknowledged its unique visual attributes and their representation of the city’s cultural and historical identity. Additionally, the results showed that citizens’ perceptions of the Citadel as a good component of city branding were positively correlated with their level of cultural awareness. This study contributes to the growing body of literature on city branding and heritage sites by providing empirical evidence on the impact of residents’ cultural awareness on their perceptions of heritage sites as city brands. The results highlight how crucial cultural education and community involvement are to maximizing the branding potential of historic locations. Policymakers and urban planners may find the findings of the study useful in utilizing Erbil Citadel’s historical relevance to strengthen Erbil’s brand identity internationally.

Trustworthiness in the Media Industry and its Significance for the Strategic Programme Planning of Moving Image Providers in Germany

This paper examines the evolving landscape of strategic program planning in Germany's media industry, focusing on the integral role of trustworthiness for linear TV broadcasters and streaming service providers. In media convergence and dynamic market structures, we analyze how trustworthiness is cultivated and leveraged as a strategic asset in program planning decisions. Conduct a comprehensive literature review, we delve into the resource-based view to understand trustworthiness as a rare and inimitable resource, crucial for sustaining competitive advantage in the rapidly changing media sector. The study compares and contrasts the strategic approaches of linear broadcasters and streaming service providers, highlighting their distinct and converging tactics in response to shifting audience preferences and technological advancements. We also explore the impact of brand identity on trust establishment, and how programming strategies are influenced by the audience's evolving consumption patterns. The findings illuminate the nuanced interplay between program planning and trustworthiness, offering insights into future trends and underscoring the need for adaptable, audience-centric strategies to pursue sustainable market success in the media industry.

Optimasi Pemasaran UMKM di Dusun Kalirase, Trimulyo, Sleman

Dusun Kalirase is a region within Trimulyo Village, Sleman District, where the majority of residents are engaged in agriculture and plantations. Additionally, there exist several Micro, Small, and Medium Enterprises (MSMEs) - UMKM in Indonesian language - with significant potential, having yet to be optimally managed, particularly in terms of marketing. This community service initiative aims to address several major challenges faced by MSMEs in Dusun Kalirase, such as a lack of knowledge about digital marketing, non-strategic business locations, and insufficient promotional resources. Through the "Dusun Kalirase MSME Marketing Socialization: Gleaming and Accessible" program, the team conducted a series of activities, categorized in community development, including brand identity creation and design, digital marketing support via social media, and adding MSME locations to Google Maps. The results indicate increased brand awareness, product appeal, and market reach for MSMEs in Dusun Kalirase. This program successfully helped MSMEs gain greater recognition within the local community and boost product sales.

Musical congruity in sports: enhancing team branding in esports and traditional sports

ABSTRACT In the realm of sports team branding, the efficacy of brand anthems remains an unexplored yet crucial dimension. This study investigates the impact of musical congruity in distinct contexts: esports (in Study 1) and traditional team sports (in Study 2). A mixed-model ANOVA revealed a significant increase in study participants’ brand identity, team identification, and brand equity following exposure to a brand anthem. Additional PLS-SEM analyses demonstrated that musical congruity significantly enhanced brand identity and brand equity, with brand identity serving as a mediating factor. Interestingly, the positive influence of musical congruity on team identification was evident only in Study 2, where team identification played a mediating role between musical congruity and brand equity. Additionally, the study found that musical likability did not exert significant moderating effects on the relationship between musical congruity and outcome variables. These findings contribute to the theoretical understanding of musical congruity and music branding, offering valuable insights for practitioners in leveraging music to enhance the brand value of sports teams.

Shaping digital luxury perception: The impact of curvature in website design

Design-oriented studies play a pivotal role in shaping the future of hospitality, as they directly influence guest experience, operational efficiency, and even brand identity. This research pioneers the exploration of how font and corner curvature—two indispensable elements of website graphic design—affect the perception of luxury in digital branding through hedonic values and readability. Utilizing a mock-up luxury hotel website, we examined the effects of corner and font curvature through an experiment with 182 participants. The results show that: 1) both rounded corners and fonts increase the site's hedonic value, 2) rounded fonts improve readability, 3) hedonic value and readability significantly enhance luxury perception, and 4) sharp corners improve luxury perception. We recommend a combination of sharp corners and rounded fonts for luxury hotels, as sharp corners enhance luxury perception while rounded fonts improve readability and hedonic values. This approach balances brand identity with functionality and digital pleasure.

Computational Modeling of the Coffee Consumer Experience and Its Impact on the Sustainability of the Regional Industry in Peru

This study addresses the significant social value of understanding consumer experiences in the coffee market, which is crucial for enhancing local economic sustainability and consumer satisfaction in the cities of Piura, Trujillo, and Chiclayo in Peru. The objective of this research was to evaluate the coffee consumption experience of 1190 consumers using structural equation modeling. Methodologically, a detailed survey was employed to capture various dimensions of consumer experience. The results revealed a strong positive effect of perceived quality on hedonic value (β = 0.776; p < 0.001), underscoring the importance of high sensory standards. Brand experiences significantly influenced quality beliefs (β = 0.399; p < 0.001) and perceived utility (β = 0.733; p < 0.001), though there was no direct connection with hedonic valuation, indicating the need for further analysis. The findings highlighted that hedonic value, associated with emotional satisfaction, predominates over utilitarian value in driving brand loyalty (β = 0.908 vs. β = 0.076; p < 0.001). This provides strategic insights into incorporating symbolic and experiential benefits in marketing. In conclusion, the study offers quantitative evidence on shaping consumer experiences in the coffee market by focusing on sensory quality and affective brand identity.

Modeling The Factors Influencing the Intention to use Recycled Shopping Bags in Penang

Objectives: This study investigates the factors that affect the intention of using a recycled shopping bags at hypermarkets and convenience stores among Penang residents. Theoretical Framework: This study applied the Theory of Value-Belief-Norm using the three stated variables: Awareness of Consequences, Personal Norm, and Intention to Use Recycled Shopping Bags. In addition, this study combines aspects from the Theory of Planned Behaviour and includes three additional variables: Subjective Norms, Attitude, and Perceived Behaviour Control. Method: An online questionnaire was used to gather data from 384 residents of Penang. The SmartPLS 4 program was utilized to perform structural analysis in order to examine the correlation between the research variables. Results and Discussions: The results show that all hypothesized variables explain the intention to use recycled shopping bags. Specifically, it has been shown that higher awareness of the environment, more intense personal norms, positive attitude towards the use of recycled bags, support for subjective norms, and higher perceived behavioural control are the most significant factors contributing to a greater intention to use recycled shopping bags. Research Implications: Research The findings of this study provide important recommendations for researchers, governments and retailers to promote the use of recycled shopping bags. Practitioners should emphasize personal responsibility and conduct educational campaigns to increase awareness of personal impacts on the environment. Governments should educate community leaders through education programs and provide resources and incentives for environmental initiatives. Retailers want to create environmentally friendly brand identities, use narrative to promote the benefits of recycled materials, and engage consumers with interactive campaigns. Overall, a multi-faceted approach involving an awareness campaign about plastic bag pollution may improve positive attitudes, social norms, and perceived behavioural control. Ultimately, it increases the use of recycled shopping bags among Penang residents.

A conceptual framework for exploring the use of a green marketing mix and brand image to attract customers for green services while visiting a hotel: A step toward marketing sustainability

Recently, the application of green marketing strategies to promote marketing sustainability has increased in response to the growing demand for eco-friendly products, Price, promotion, place, and service are all variables that influence purchasing decisions, and the current study aims to confirm this. as the brand plays a significant role as well because it is regarded as the driving force behind consumer attraction in society. For this study, a framework connecting brand image (brand benefits and competence, brand identity, brand personality, brand association, brand attitude, and behavior), the green marketing mix (green services, green place, green price, green promotion), and green purchasing decisions were created to better understand the relationships among these variables. Artificial neural network (ANN) analysis and structural equation modeling (SEM) based on deep learning will be conducted via the new hybrid analysis approach. The research employed a survey of hotel customers in Iraq, Additionally, the researchers conducted structured interviews with a group of hotel managers. The issue of green marketing and how it relates to environmentally conscious consumer choices has received much attention, which has made addressing sustainability a top priority in the hospitality industry, particularly in hotels. In this study, customers were the main focus since their choice is crucial regarding switching to green services. However, a group of these hotel managers were interviewed to validate the findings and establish credibility. The current study was limited since it focused on clients in general, without considering clients from outside Iraq. Future studies can examine the variable of organizational support and the degree of change acceptance among customers.

Antecedents of visitors’ brand loyalty: An investigation of India International Trade Fair

Tourism destinations rely on visitors’ loyalty for continued profitability, which is reflected in repeat visits to a particular destination. Events play a critical role in enhancing the demand for a destination and increasing visitor loyalty. This study focuses on measuring the impact of visitors’ brand experience, visitors’ brand experience, visitors’ brand identification, satisfaction, and trust on their brand loyalty in the context of the India International Trade Fair (IITF) held in New Delhi. A structured questionnaire was administered to 243 visitors attending the event. The proposed conceptual model draws on the theories of Anthropomorphism, Social Identity and Relationship Marketing. Empirical testing was conducted using Confirmatory Factor Analysis and Structural Equation Modeling. The results indicate that visitors’ brand loyalty is significantly predicted by their personality, experience, brand identification, satisfaction, and trust at IITF. There is limited research on the antecedents of visitors’ brand loyalty in the context of festivals and events. This research adds new dimension to studies pertaining to festivals and events. Based on the findings, the study proposes directions for future research and managerial implications for event organizers.

A Tobacco Brand Recognition Method Based on HOG and SVM

The appearance inspection system cannot automatically switch the brand, and a person needs to log into the system and manually switch the inspection brand in the process of production and brand change. To address this problem, a deep learning-based automatic cigarette brand recognition method is developed and validated. Experiments show that: the system can automatically detect the production brand, effectively save the time to change the brand, and has important reference significance for the application in the field of brand identification and automatic switching detection of the brand.

Perceived identity threat and brand advocacy responses to different types of brand-related attacks

PurposeUsers frequently target rival brands through direct criticism or indirect customer insults, yet the impact of such attacks on brand advocacy remains unexplored. The purpose of this study is to classify online attacks into brand-targeted attacks and consumer-targeted attacks and further investigate their differential impacts on brand advocacy and the underlying mechanism and a boundary condition of those impacts.Design/methodology/approachThree experimental studies using different types of brands (electronics, universities and sports footwear) are conducted to examine the effects of brand-related attack targets on brand advocacy.FindingsThis research shows that consumer-targeted attacks trigger higher brand advocacy through increasing perceived identity threat than brand-targeted attacks. Moreover, the effect of consumer-targeted attacks (versus brand-targeted attacks) on brand advocacy is mediated by perceived identity threat and mitigated when consumers’ identification with the attacked brand is strong.Practical implicationsThe study’s findings yield practical applications for marketers and brand managers, assisting them in understanding consumers’ reactions to brand attacks. This study serves as a reference for firms to consider leveraging the association between brand identification and brand-related attack targets and uniting with loyal brand fans to manage online brand conflicts.Originality/valueThe present study extends prior literature on customer-brand relationships in the context of online attacks. Through investigating the impacts of brand-targeted and consumer-targeted attacks on brand advocacy, this research offers theoretical insights into consumers’ responses to online attacks with different targets.

Integrating Sustainability and Circular Economy into Consumer-Brand Dynamics: A Saudi Arabia Perspective

This study examines the evolving consumer-brand dynamics within Saudi Arabia, particularly focusing on the integration of sustainability into consumer preferences and brand loyalty. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and non-parametric statistical methods, this research is anchored in Consumer Culture Theory (CCT) and Self-Congruence Theory, exploring how brand personality and consumer self-congruence influence sustainable consumption behaviors and the adoption of circular economy practices among Saudi consumers. The findings reveal a significant correlation between brand loyalty and sustainable purchase decisions, underscoring the pivotal role of brand identity in fostering eco-conscious consumer choices. Additionally, the research highlights a nuanced landscape of brand loyalty, where attributes, such as social responsibility, though currently less influential, present opportunities for brands to align more closely with consumer values and national sustainability goals. The study also identifies demographic factors, such as age and income level, as significant influencers of sustainable purchasing decisions. This study provides insights into the generational shift towards environmental awareness and the implications for businesses and policymaking within the context of Saudi Arabia’s Vision 2030.

UTILIZATION OF MSME DIGITAL MARKETING STRATEGIES ON INSTAGRAM DESCRIPTIVE QUALITATIVE ANALYSIS @DENISA_SPREI

This study aims to analyze the digital marketing strategies employed by micro, small, and medium enterprises (MSMEs) on Instagram, specifically focusing on the @denisa_sprei account. The research employs a descriptive qualitative approach, utilizing data collected through direct observations of the Instagram account, semi-structured interviews with the account owner, and analysis of Instagram features and performance metrics. The primary objectives are to identify the key strategies used for enhancing brand visibility, engaging with customers, and boosting sales through Instagram. The findings reveal that @denisa_sprei effectively employs several strategies to maximize its digital marketing efforts. The use of visually appealing content, including high-quality images and engaging videos, plays a crucial role in attracting customer attention and building brand identity. Active interaction with followers through comments and direct messages (DMs) strengthens customer relationships and improves loyalty while leveraging Instagram features such as Instagram Stories, Instagram Reels, and Instagram Shopping enhances customer convenience and facilitates the purchasing process. Additionally, Instagram Insights is utilized to track performance and adjust strategies based on follower preferences and engagement metrics. Overall, the study concludes that Instagram serves as a powerful marketing tool for MSMEs, providing significant benefits in terms of brand visibility, customer engagement, and sales growth. These insights offer valuable guidance for other MSMEs seeking to optimize their social media marketing strategies.

Constructing a combined brand identity

Identity has acquired the status of a key concept in social, cultural and economic contexts, because it affects the formation of human values, beliefs, preferences and behavior, in particular, consumer behavior. Moreover, consumption itself has long been a stable form of organizing social life, as it focuses on almost all social positions, becoming an almost ideal identifier. Because of this, the research of the target audience is considered the basis of bran­ding, because its coincidence with the brand identity significantly increases consumer loyalty to the brand. On the other hand, brands tend to become part of the consumerʼs self-concept, influencing his values and lifestyle. It highlights the different roles of identity as an influencer (consumer on the brand) and as an object of influence (brand on the consumer). The search for ways to achieve a balance between consumer identity and brand identity outlined the research hypothesis, that systemic and structural app­roach will allow taking into account all elements of the consumerʼs identity in the process of brand identity formation and bring the "brand-consumer" relationship to a new emotional level through the construction of a complex, joint identity. Based on the methods of scientific ana­lysis and synthesis, conceptualization and struc­tural modelling, the key components of consumer identity and brand identity were identified. The structure of the consumerʼs identity has been improved by supplementing it with goals and ambitions of the consumer. A categorical apparatus of brand management has been developed due to the introduction of the concept of "combined brand identity", the starting condi­tion for the construction of which is the analysis of the consumerʼs identity. The result of the proposed system-structural approach is a gene­ralized matrix that allows forming a combi­ned brand identity through a combination of diffe­rent level factors of consumer identity and constituent elements of brand identity. The appli­cation of a system-structural approach will provide a detailed analysis of various consumer segments and will allow determining which elements of the consumerʼs identity should be reproduced in the brand for each segment. This will help to transform the brandʼs partnership with the consumer into a vital priority based on emotional intelligence

STRATEGY FOR IMPROVING ECOTOURISM BRANDING THROUGH MANGROVE BATIK IN BLIMBING MALANG

This community service activity aims to help ecotourism business actors to increase visits through destination branding strategies. The problem faced by ecotourism business players is that business income has barely developed, especially after the pandemic. One of the Micro, Small and Medium Enterprise sectors affected is hand-written batik. This assistance and training was provided to the Malang Mangrove Batik MSME Group, which consists of 40 members of Batik entrepreneurs throughout Malang City Regency. The lack of visitors and purchasing power which is still only starting to increase after the pandemic also has an impact on the income of MSMEs. Apart from that, several problems with mangrove tourism are caused by not optimal social media branding, lack of cooperation from local communities for branding, lack of information on tourist destinations in mass media, lack of massive campaigns on social media, lack of understanding of the potential and uniqueness of mangrove tourism, etc. have a mangrove tourism promotion strategy plan. This activity seeks to restore income for MSMEs through a destination branding strategy for mangrove batik ecotourism. One of the efforts made is branding mangrove batik. This activity includes 5 stages starting from market analysis, brand identity, brand launch and introduction, brand implementation, and monitoring/evaluation. The results of branding activities show a significant increase in awareness of mangrove batik both in terms of brand, engagement and market segmentation.

Pemberdayaan Masyarakat melalui Media Digital: Optimalisasi Smart Digital Marketing Berbasis Aplikasi untuk Penguatan Usaha Lokal Warga Ngampel Kulon

The advancement of digital technology has revolutionized marketing from traditional methods to online approaches. Digital marketing, leveraging digital media and the internet, including e-commerce and social media, has become a crucial element in promoting products and services. According to Kotler and Keller (2023), digital marketing not only boosts sales but also strengthens brand identity and fosters customer relationships. In Indonesia, Micro, Small, and Medium Enterprises (MSMEs), which significantly contribute to the local economy, can utilize digital marketing to expand their market reach and improve efficiency. This study was conducted in Ngampel Kulon Village, Kendal Regency, Central Java, focusing on MSME operators and aspiring entrepreneurs who have not fully utilized digital platforms such as WhatsApp Business. The research method involved observation, economic potential identification, and training using a Participatory Rural Approach. The training covered four main components: an introduction to digital marketing basics, copywriting techniques, digital marketing strategies, and hands-on practice with guidance. Results showed that 34 local residents and 15 KKN students exhibited high enthusiasm and successfully applied promotional strategies through social media. The evaluation indicated an improvement in knowledge and skills in using WhatsApp Business for product marketing. The conclusion is that the training successfully enhanced MSMEs' understanding and skills in digital marketing, including digital content creation and social media utilization. The program also emphasizes the need for policy makers' involvement in planning and managing local product marketing to compete globally and adapt to ongoing technological trends.

Investigation of the relationships between the brand personality of running activity, the involvement, the identification and the intention to repeat participation

ABSTRACT Purpose/Rationale To investigate the role of brand personality in the involvement, identification and repeated participation of running activity, as well as the influence of brand personality, involvement and identification on repeated participation. Design/Methodology/Approach A sample of 200 runners who regularly train in the stadiums of a city in the north of Greece was collected before the start of a daily training session. Runners filled in questionnaires evaluating: (a) the brand personality of running, (b) involvement with running, (c) identification with running, and (d) behavioral intentions. The face and content validity of the measures were investigated multidimensionally. Findings (a) sophistication and excitement significantly affect involvement with running, (b) sophistication, excitement and sincerity, contribute to the prediction of identification with the activity, (c) the intention to repeat the participation is predicted by the centrality and attractiveness of involvement but also by the competence and sincerity of the brand personality. Practical Implications Enhancement of brand personality factors such as sophistication and excitement, will increase both involvement and repeated participation. This information can be useful for sport governing bodies and authorities, institutions, clubs, coaches, event managers and running programs/activities organizers to keep runners as active participants in their offerings. Research Contribution It contributes to the understanding of brand personality’s role in running activity through specific dimensions that significantly affect involvement and identification.

Talk to engage: The influence of smartphone voice assistants on consumers’ brand engagement

ABSTRACT This study aims to investigate how smartphone voice assistants (SVAs) impact brand engagement among Malaysian university students, who are leading in digital consumption trends. The study aims to investigate how brand characteristics such as appeal, attachment, perceived utility, and usability impact consumer behaviour by utilising Brand Identity and Technology Acceptance models. Analysed using structural equation modelling (SEM) in AMOS, data from 500 students experienced with voice assistants was collected through a survey. The results show strong connections in all studied relationships, emphasising the crucial importance of various brand attributes in promoting engagement. Usability and perceived utility are essential factors, indicating that businesses should focus on creating products that are both functional and user-friendly. The study provides distinctive perspectives on improving student engagement and brand partnerships in a competitive environment. It highlights the necessity for more research to help voice assistant professionals and academics enhance consumer-brand connections, especially among the digitally adept youth population in Malaysia.

Strategi Pemasaran untuk Membangun School Branding dalam Upaya Meningkatkan Daya Saing Lembaga Pendidikan di MA NU Sunan Giri Prigen KAB. Pasuruan

Technological advancements and social changes necessitate innovation in Indonesia's education system, including madrasas. This study focuses on the branding strategies employed by MA NU Sunan Giri Prigen in Pasuruan Regency to enhance its competitiveness. Utilizing qualitative methods through literature review and interviews, the research explores how MA NU Sunan Giri Prigen develops a strong identity, emphasizes core values, builds community relationships, and leverages social media and technology to strengthen its school brand.The findings indicate that MA NU Sunan Giri Prigen successfully establishes a strong brand identity through consistent use of logos, slogans, and school colors, while highlighting academic and non-academic excellence. The school actively participates in social activities and collaborates with the local community to reinforce its image as a quality educational institution relevant to the job market. This effective branding strategy has proven to enhance the school's reputation, attract new students, and strengthen alumni loyalty, enabling MA NU Sunan Giri Prigen to remain competitive in the increasingly challenging educational landscape.