Brand Image Dimensions Research Articles

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

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

HOSPITAL IMAGE DYNAMICS IN SERVICE RECOVERY: MODERATION OF EMOTIONAL INTELLIGENCE

This conceptual paper contributes to the academic literature by elucidating the interplay between brand image dimensions, service recovery strategies, customer satisfaction, and word-of-mouth communication and revisiting intentions in the context of private hospitals in Thailand. The findings of this study provide a foundation for future research endeavors by offering insights into the potential moderating role of emotional intelligence in shaping service recovery outcomes. Moreover, the alignment of our results with theoretical frameworks such as Expectancy-Confirmation Theory (ECT) and Social Exchange Theory (SET) suggests avenues for exploring similar phenomena in different industries. Practically, our findings offer actionable implications for private hospitals to enhance customer retention by strategically managing brand image dimensions and incorporating emotional intelligence considerations into service recovery efforts. Future research could delve deeper into the nuanced dynamics of these relationships across diverse cultural and organizational contexts, thereby enriching our understanding and offering practical guidelines for service-oriented businesses globally.

Brand Image Terhadap Customer Loyalty melalui Customer Satisfaction pada Pengguna Produk Tupperware di Kota Bandung

This research aims to evaluate the impact of brand image dimensions on customer loyalty through customer satisfaction regarding Tupperware brand food & beverage container products, especially in the city of Bandung. Data collection was carried out through interviews with respondents aged 17-40 years and who had experience using and purchasing Tupperware products. Participation in this research involved 90 respondents using cross-sectional data collection techniques or one shot study. Data analysis used a quantitative descriptive approach, normality test, multiple linear regression, and Sobel test with the help of statistical software program of social science (SPSS) version 26. Of the ten hypotheses proposed, eight of them were strengthened by empirical findings. These results indicate that customer satisfaction can act as a link between the impact of brand image dimensions (brand strength, brand uniqueness, and brand liking) and customer loyalty. In conclusion, this research can provide benefits for companies and management related to Tupperware products and similar food & beverage container industries in developing relevant strategies to improve the quality of these attributes. Keywords: Brand Image, Customer Satisfaction, Customer Loyalty

Understanding the Crucial Role of Brand Image in the Students’ Higher Education Institution Choice: A Review of the Literature of Higher Education Branding

This article provides an extensive literature review on the topic of branding in Higher Education, along with an exploration of the numerous aspects that influence students’ choice of a Higher Education Institution (HEI). Within the competitive higher education landscape, branding has evolved into a vital part of HEI identity, image, and competitiveness, with a considerable impact on student decision-making. This review investigates the main concepts associated with branding and brand image in the educational context, beginning with the general branding concept and progressing to branding applied in this particular field, while taking into account the applicability and challenges of its transposition, before delving into the various perspectives of brand image, notably, the rational and emotional dimensions. By bringing together the existing body of knowledge concerning branding in higher education institutions, this article provides a better understanding of the impact of branding on the educational sector while also offering some insight into the appealing nature of the brand image throughout the students’ decision to enroll in a HEI.

Impact of Athlete Brand Image Dimensions on the Young Consumers’ Psychological Attachment

Purpose: The study is designed to check the impact of human brand image dimensions (other than performance related) on young customers’ psychological attachment toward athlete brands. Design/Methodology/Approach: The study was conducted among young athlete fans randomly selected from Kerala, India. The data were collected from 200 sample respondents using a questionnaire. The data were analyzed using the structural equation model. Findings: The findings reveal that variables such as relationship effort and life story of the athletes contribute to the creation of psychological attachment among the fans. Practical Implications: The result of the present study is a value addition for the marketing of human brands, especially for athlete brands. The results will be helpful in determining what factors should be concentrated on and how much weightage should be given to each factor for making a human brand successful in the market. Originality/Value: The study examines the influence of human brand image dimensions (other than performance-related dimensions) on young customers’ psychological attachment toward athlete brands. As the majority of the sports aspirants are from the young age group, the study variables are tested among young customers of athlete brands. Individual players, managers, and coaches can use the tested variables for analyzing, testing, and managing human brands (athlete brands).

Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction study

PurposeThe purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.Design/methodology/approachFirst, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.FindingsWhen fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.Originality/valueThe research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.

A Study on the Effects of Cross-Border E-Commerce Platform Brand Image on Brand Trust, Brand Attitude, and Brand Loyalty

Purpose - The purpose of this paper is to analyze the impact of cross-border e-commerce platform brand image on brand trust, brand attitude, and brand loyalty.
 Design/Methodology/Approach - The study collected data on 273 customers with experience using cross-border e-commerce platforms. Statistical programs SPSS 27.0 and AMOS 26.0 were used for data analysis. The empirical analysis consisted of frequency analysis, confirmatory factor analysis, and hypothesis testing, in that order.
 Findings - First, the analysis results indicate that the three dimensions of brand image in cross-border e-commerce platforms, namely product image, corporate image, and service image, have a direct positive impact on brand trust. Second, three dimensions of brand image in cross-border e-commerce platforms, namely product image, corporate image, and service image, have a direct positive impact on brand attitude. Third, the research analysis results indicate that brand trust has a positive impact on brand attitude, and both brand trust and brand attitude have a positive impact on brand loyalty.
 Research Implications - First, cross-border e-commerce platforms face consumers from around the world. Platforms should treat customers with integrity, maintain a good reputation, and strive to gain positive word-of-mouth from consumers. Second, consumers place great importance on the quality of imported products, and whether goods purchased from the cross-border e-commerce platform are genuine. Therefore, cross-border e-commerce companies should ensure that the overseas products they sell are authentic, and establish platform policies and regulations to crack down on businesses selling counterfeit and inferior products.

The Impact Mechanism of Consumer's Initial Visit to an Automobile 4S Store on Test Drive Intention: Product Aesthetics, Space Image, Service Quality, and Brand Image.

[Purpose/Significance] Under the influence of various factors such as the pandemic, oil prices, and economic conditions, the global automotive industry has entered a period of downturn. Therefore, how to activate market potential and increase consumers' willingness to purchase cars has become an important research topic. Unlike many other products, test drives play a significant role in the car-buying process. [Method/Procedure] This study employs a questionnaire survey to explore how consumer perceptions of product aesthetics, space quality, and service quality during their initial visit to an automobile 4S store influence their test drive intention through two dimensions of brand image: symbolic and experiential. A structural equation model is used to establish a test drive intention impact model incorporating these dimensions. [Results/Conclusions] The study found that brand image, both symbolic and experiential, plays a significant mediating role in enhancing potential consumers' test drive intentions. Space image had the most significant impact on brand image. Although product aesthetics did not directly affect brand image experientially, they remained an important factor in enhancing brand image symbolically. [Contribution/Value] The results of this study can provide insights for automotive brand managers, automobile 4S store designers, and others aiming to promote the sustainable development of automotive consumption.

PERAN PUBLIC RELATIONS DALAM MENINGKATKAN BRAND IMAGE PADA BENING’S CLINIC CABANG KEMANG JAKARTA SELATAN

Improving brand image is an important aspect of business in the field of beauty clinics. Likewise for Bening's Clinic Kemang South Jakarta Branch, improving a good brand image by public relations to customers so as to increase satisfaction and have a good effect on service. This is the background so that the role of public relations can improve brand image. The purpose of this study was to analyze the role of Public Relations in enhancing the brand image of Bening Clinic, Kemang Branch, South Jakarta through Instagram as a service company providing facial skin health services in Indonesia. In addition, this study aims to analyze the obstacles and solutions implemented to overcome obstacles to the role of Public Relations in increasing the brand image of the Bening Clinic, Kemang Branch, South Jakarta. This research method uses a qualitative descriptive method. This study uses Dozier and Broom's concept regarding the role of Public Relations and Atmoko's concept regarding Instagram features and Biel's concept regarding brand image dimensions. Data collection techniques using in-depth interviews, observation, and documentation. The results of this study indicate that the role of Public Relations at Bening's Clinic, Kemang Branch, South Jakarta, uses Instagram to find out the experiences felt by customers, both positive and negative experiences. Instagram content from Bening's Clinic Public Relations, Kemang South Jakarta Branch is very interesting, informative, and has a huge impact on customers because the information conveyed is quite routine through the Brand Ambassador by utilizing the features available on Instagram as an intermediary medium in enhancing brand image.

Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty

Universities play a significant role in the economic development of society as they provide knowledge and skills that are essential for social sustainability. In recent years, universities shifted their focus towards student-centered education and need to reconsider their sustainable strategies to become more competitive by encouraging student co-creation behaviors. To create a unique experience, universities aim to involve students in creating and delivering their educational experiences. The purpose of this paper is to investigate how the perceived quality of educational service and the institutional image of a university influence students’ value co-creation behavior, and the role of loyalty in this process. The study is based on two complementary studies conducted in an Italian public university. The first study involved 720 undergraduate students with one business management bachelor’s degree who completed a questionnaire to collect primary data. The second study used six focus groups to identify which specific students’ experiences and university activities stimulated co-creation behaviors. The results show that student loyalty plays an important mediating role between university image, students’ quality perception, and co-creation behavior. Additionally, only three dimensions of quality, namely quality non-academy aspects, quality reputation, and quality access have an impact on students’ loyalty. Therefore, only two dimensions of brand image, university brand knowledge (UK), and university brand prestige (UPR) have a direct effect on value co-creation behavior. These findings have important implications for higher education institutions (HEIs) to develop managerial strategies that increase students’ co-creation behavior. The co-creation process should be considered as part of HEIs’ image-building and quality policy-enhancing strategy. Despite the value co-creation approach being overlooked in studies on HEIs governance, this study highlights its potential as a strategic approach for improving service quality and university image.

Foreign Branding and Its Effect on Brand Perception: an Overview to Local Entrepreneurs

Foreign branding is a branding strategy by giving a brand name using spelling or pronunciation in a certain foreign language, with the main target of influencing the dimensions of brand image, and influencing perceived quality, as well consumer attitudes towards products. The purpose of this research is to explain foreign branding and its effect on brand perception. A literature review from various sources related to foreign branding strategy was conducted as part of the research. According to the research findings, brand image, purchase decision, and brand admiration are the effects of foreign branding. Consumers tend to prefer foreign-sound products because it creates brand image as international products which have best quality. So it effects on how people decide to but the foreign products and people also admire foreign-sound products too much especially in young generation. Local entrepreneurs should learn a lot about foreign branding to compete and upgrade the level of their products and sales.

THE ROLE OF CITY’S BRAND EQUITY’S DIMENSION ON TOURIST’S VISIT INTENTION USING FAMILIARITY AS MEDIATION: A STUDY OF TANGERANG CITY INDONESIA

The purpose of this study is to determine the extent to which brand equity influences visitor interest to visit Tangerang city as one of the tourism destinations. The majority of empirical studies have proposed that brand recognition and familiarity with a tourist destination city (familiarity) has a positive correlation with the tourist destination's image. This research is to determine how much influence brand equity has using the dimension of brand quality, brand image, brand loyalty, and brand awareness as familiarity used as mediating variable.

Examining Social Media Culture as The Tuku Coffee Shop’s Brand Image on Instagram

It is amazing how another company sector may be successful without innovations, yet there are ways to build a brand’s image. The study focuses on evaluating Tuku Coffee Shop’s Instagram activity to assess how its brand is represented. The method is quantitative, with questionnaires used to collect data from target respondents who follow @tokokopituku on Instagram. The study establishes four brand image dimensions: recognition, reputation, affinity, and domain. The greatest mean value is found in the recognition dimension, showing that Tuku Coffee Shop has established itself as a neighborhood coffee shop and is regarded as a pioneer in Jakarta’s local coffee shop scene. The result sheds light on the Tuku Coffee Shop brand-building process through the analysis of Instagram data. The findings reveal areas for brand image improvement, notably in factors connected to the Tuku name, logo, and packaging. Also, this study finds that, out of 100 respondents, 68% agree that Toko Kopi Tuku is a pioneer and one of the first coffee shops in Cipete. In terms of being a pioneer for a coffee shop, it creates a new category known as a local coffee shop.

Media Brand Reputation in the Digital Milieu: The Effects of Online News Ethics and Logic on Media Brand Image

The reputation of media, especially online media, has lately been receiving considerable attention due to the high numbers of hoaxes and twisted facts in news reporting, causing the credibility to be undermined. Online media are considered only to pursue clicks and shares to reap ads, disregarding aspects of news ethics and logic. News ethics and logic are, in fact, constituents of media brand behaviour. In contrast, brand behaviour per se is a dimension of brand image, meaning that news ethics and logic have implications for the reputation and image of the reporting media. This research examines the following consequences: 1) Do online news content ethics, news context ethics, and news logic significantly positively affect shaping media brand image? 2) Which dimension has the most robust relationship and effect? Using an explanatory survey method, we gathered data through questionnaire dissemination to 74 online news active reader-respondents in Indonesia. The research showed that 1) online news ethics and logic are positively and significantly influential to media brand image, 2) news logic had the most significant effect, followed by news context and content ethics. It signals that aspects of coherence, accuracy, and manipulation in online news are the most 'disturbing' to readers and might harm the media's image. Other aspects include news placement, layout, links in the news context ethics, and verbal, visual, and style elements in news content ethics. Various implications of these results are discussed systematically in journalism practices and media brand reputation. Keywords: Media brand reputation, media brand image, online media, news ethics, news logic.

Pengaruh Citra Merek terhadap Keputusan Pembelian (Studi Produk Cimory Yoghurt di Alfamart Mekar Wangi)

Cimory is a well-known yogurt brand in Indonesia, consumed by various groups, making this yogurt brand the main choice when consuming yogurt. This is evidenced by the Top Brand Award Indonesia 2020 in the fermented milk category, Cimory brand ranks first with an index of 69.6%, followed by Heavenly Blush brand in second place with an index of 13.9%, and 10.4% for Nutriboost. This study aims to determine the effect of brand image on Cimory yogurt purchasing decisions by applying 4 dimensions of brand image, namely brand identity, brand personality, brand association, and brand benefit and competence. The population in this study was 266 families in the coverage area at Alfamart Mekar Wangi and the sample was taken based on calculations using the slovin formula, namely, 73 respondents answered a questionnaire with 21 questions. The results of the study prove that the brand image variable has a significant influence on purchasing decisions with a value on hypothesis testing of 14.621 > t table 1.994. Output R Square of 75.1% (0.751) the data shows that purchasing decisions are influenced by brand image while the remaining 24.9% is on other variables not tested in this study.

Predictors and outcomes of brand love: An evaluation of customers’ love for neo-luxury brands

Brand love is the ultimate commitment level of customers for a brand. The love for a brand developed through concerted efforts by the marketers. Attaining customer brand love increases market share and ensures business sustainability. This study assesses the antecedents and consequences of brand love in developing markets. Neo-luxury brands are highly purchased brands in Pakistan. Therefore, the study evaluated customers' behavioral loyalties of Neo-luxury brands. A total of 315 valid questionnaires on neo-luxury brands were collected from a representative sample of Millennials. . The data were analyzed through structural equation modeling (SEM) using SmartPLS software. The study results revealed that brand love could regulate the relationship of neo-luxury brands between the dimensions of brand image, purchase intention, word-of-mouth, brand loyalty, and brand commitment. The study also found that Mystery, Sensuality, and Intimacy impact brand love. The study contributes to neo luxury brands in relationship with brand love. This research results give valuable information for brand managers to consider when building brand love strategies and applying them in marketing activities. It provides marketers insights into building brand love and increasing market share.

Consumer-based brand equity

This paper explores the concept of consumerbased brand equity and its relevance in today’s environment. In doing so, we extend the previously used dimensions of brand awareness, image, perceived quality, and loyalty to include the dimension of brand relationship. By conducting an empirical study with brand users in Slovenia, we confirm that brand relationships play a role in brand equity studies and should be considered in further research. Consequently, we argue that brand equity should be theoretically treated as a dynamic concept, where the static evaluation of the consumer’s role is extended to include dynamic co-creation. A practical implication of our findings is that brand managers need to take a more proactive role in forming brand equity and its evaluation.

Tea tourism: Designation of origin brand image, destination image, and visit intention

In line with the concept of brand association, a famous Designation of Origin (DO) brand image may influence the non-visitor perception of the destination image, but there is little research on this topic. This study investigates the effect of the DO brand image on destination image and non-visitor visiting intention toward a tea culture tourism destination. A systematic survey was conducted in Guangdong, China. The results of 311 valid samples show that all four dimensions (feature, value, functional, and affective) of the DO brand image have a significant positive impact on destination image, but only two cognitive dimensions (feature and functional) of the DO brand image directly influence visiting intention. Therefore, this study confirms that destination image mediates the relationship between DO brand image and tourists’ visit intention. This study contributes to destination image research by linking DO brand and destination image to promote a tourist destination. It also provides implications to tea culture tourism research by integrating a measurement scale of tea image and recommending the practices of tea culture tourism.

The impact of university brand image on students’ loyalty: A study of non state universities in Ho Chi Minh City

In the integration with the world economy, a large number of universities are gradually increasing, leading to strong competition. Therefore, building and managing a university brand is one of the key strategic solutions to enhance students’ loyalty towards the university. This paper applied brand equity theory and customer-based brand equity (CBBE) models to assume the impact of brand image on students’ loyalty. PLS-SEM was employed for data analysis by Smart- PLS 3 software with 431 respondents (second-year to fourth-year students of non-public universities in Ho Chi Minh City). Research results identified 4 dimensions of university brand image: university heritage, trust, service quality and appearance & atmosphere. The finding revealed that the dimensions of university brand image had a positive impact on university reputation and students’ satisfaction, influencing students’ loyalty. Furthermore, university reputation was also a mediator to moderate the relationship between university brand image and students’ satisfaction. Consequently, managerial implications considered branding and brand image management as a necessary strategy that universities should conduct to attract students, differentiate and create competitive advantages.

PERAN PUBLIC RELATIONS ORGANISASI B2B MEMBANGUN BRAND IMAGE MELALUI JEJARING SOSIAL PROFESIONAL LINKEDIN (STUDI KASUS MITSUBISHI FUSO)

Social media communication still not becoming key focus in business to business (B2B) organization. In fact, social media utilization in supporting company activities continues to develop. This condition requires B2B companies to adapt to the tremendous use of social media nowadays. LinkedIn is a media social platform which has the same ‘professional’ audience with B2B organizations, including professional executive, decision makers, and top-level-management. The purpose of this writing is to determine how does the role of B2B public relations in building brand image through LinkedIn. This research was conducted through a qualitative approach with a case study method. The results show that the role of B2B public relations in building brand image through LinkedIn can be done by creating LinkedIn contents that considering the dimensions of brand image, namely brand identity, brand personality, brand association, brand behavior and attitude, and brand competence and benefit.