Creation Of Brand Image Research Articles

STRATEGI PEMBANGUNAN CITRA MELALUI KONTEN PRODUK LOKAL TIKTOK PADA DCT AGENCY

DCT Agency is an agency with services that accommodate brand image creation for local products through TikTok by involving content creators. The demand for brand image creation for local products and the role of TikTok content creators create an urgency for research on the topic. This research uses qualitative methods through interview and observation on DCT Agency. Data on this research is based on corporate identity, corporate communication, corporate image & reputation, and competitive advantage as analysis units and analysed through data reduction, data display, and verification. The result for this research explains DCT Agency's branding strategy through local product content on TikTok by considering the right targets, content that fits the brand identity, and relationships with the audience.
 Keywords: branding, DCT Agency, local product content, TikTok

Social media use in international marketing: Impact on brand and firm performance

Abstract This research investigates the influence of brand and customer orientations on social media (SM) marketing engagement and how applications of SM in international marketing affect brand and firm performance in foreign markets. The study relies on a survey of a representative sample of 245 medium and large companies using SM in international branding. Performance metrics include an index of brand performance (BP) in a foreign market and return on assets (ROA). Structural equation modeling analysis reveals the overall effect of SM use in international branding as positive, with brand-image creation and market research being significant contributors to brand and firm performance in a foreign market. SM effectiveness is negatively moderated by foreign partner involvement and centralization degree. Firms co-owned by foreign entities turn out to be more successful than their Polish-only counterparts. Of the two antecedents of SM international marketing engagement, customer orientation is significant for all firms, while brand orientation is meaningful only for those with foreign capital.

HALAL CERTIFICATE POLICY: CORRELATION OF CAMPAIGN AND CREATING BRAND IMAGE ON CONSUMER INTEREST TO BUY WARDAH COSMETICS IN BANDUNG

The Halal certification policy has an effect on competition, including competition in the world of the cosmetic industry, a phenomenon marked by the level of competition between cosmetic companies that are getting tighter. To increase competitiveness and so that the brand is always at the top of the consumer's mind (top of mind), the company must always hold a campaign so that the creation of the brand image is always maintained and will eventually lead to buying interest. This study aims to analyze and prove the effect of halal certificate policies in campaigns and brand image creation on buying interest. The research method was used quantitatively with the number of respondents as many as 100 people to determine the sample by chance at a mall in Bandung. The data was obtained by giving closed questions to the respondents. The analytical tool used is Multiple Linear Regression. The results of the study indicate that the campaign and the creation of a Brand Image, either partially or jointly, have an effect on Buying Interest.

Experiential marketing strategies used by luxury cosmetics companies

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

Phonostylistic means of car brand image creation

The current paper presents an overview of phonostylistic devices (alliteration, assonance, rhyme, onomatopoeia) most commonly used in slogans and taglines of the modern car industry. The advertising slogan, being limited by space and time, is viewed as an important part of any marketing campaign. In a similar manner to previous studies, this paper confirms that a slogan is an effective type of storytelling for brands. However, it differs from the tagline, which is supposed to be long lasting. In an endeavour to convey some characteristics or information about the product and make it memorable for the consumer, brand designers resort to various linguistic devices that make the advertising language effective. The analysis of commercial advertising slogans and taglines demonstrated that such phonological devices as assonance and rhyme are infrequent, while alliteration is the most productive sound technique. As for onomatopoeia, it appeared to be the rarest device in the analysed bulk of slogans and taglines. The obtained results show the capacity of these sound techniques to enhance brand image. Numerous examples provided in the paper are tailored to support this statement. Moreover, the paper addresses the issue of sound symbolism, since the interest in its manifestation in marketing is on the rise. Thus, from a phonosemantic vantage point, the most productive phonemes are sibilants, plosives and sonorants. Their recurrent character contributes to the creation of a brand image. The overall results may have significant implications for marketing teams that seek to create ear-catching and memorable slogans and taglines as well as shed light on the consumer’s psychology.

Implementation of Kanagoods marketing public relations program in creation of brand image of Batik Indigo Company

Kanagoods is the first mover for batik producer with coloring technique by using indigo as the main natural ingredient. The company was built in 2012 and is running the program through the Implementation of Marketing Public Relation to build the brand image as batik producer and to find any obstacles as well as Kanagoods efforts in solving the obstacles. The purpose of the article is to increase the efficiency of marketing activities of Kanagoods by improving the marketing program for public relations through creating a brand image of Batik Indigo. This research focuses on 7 main activities of Public Relations Marketing, consisting of Publications, Events, News, Community Involvement, Information or images, Lobbying and negotiations, and Social responsibility. The theory used in the result of this study indicated that Kanagoods uses the concept of Marketing Public Relations from Thomas L. Harris namely PENCILS that explained why Kanagoods used the 7 tools to improve the image. Based on the result, it can be concluded that the most suitable activity to use was Events. However, the overall conclusion is that every strategy used by Kanagoods to build their brand image consider as quite effective, related to the public target, and obtain the expected result. JEL Classification: D29, M31, L 67

English

Firms in the service industry have experienced a 15 to 30% drop in customer satisfaction ratings estimated at $10 billion annually due to the unpredictable tendencies of Generation Y customers, also known as Millennials. Researchers project that the population size, spending power and inconsistent behavioral pattern of this generational cohort might determine how customers will relate to service providers in the future. The purpose of this multiple case study was to explore the customer satisfaction strategies business leaders use to retain Generation Y customers in Nigeria. The target population consisted of 3 business leaders from the service industry in Akwa Ibom State, Nigeria, who have successfully retained Generation Y customers. The theory of customer satisfaction management system served as the study’s conceptual framework. Data collection was through semistructured interviews and the company’s archived documents. Patterns were identified through data familiarization, data coding, and theme development and revision. Interpretations were subjected to methodological triangulation and member checking to ensure the trustworthiness of the findings. The themes that emerged from the study were: Positive brand image creation, social media as an enabler, and quality service and timely delivery. Key words: Generation Y, customer satisfaction, loyalty, retention, engagement, millennial.

Entrepreneurial marketing and performance of medium size hotel businesses in Ibadan, Nigeria

The challenge many medium sized hotels have today is how to effectively promote their services, bearing in mind the enormous cost of using traditional media to achieve the desired effects. Thus, marketers may have to embrace Entrepreneurial Marketing which is the practice of marketing with entrepreneurial mind set. Hence, this study examined the impact of Entrepreneurial Marketing on performance of medium-size hotel businesses in Ibadan, Nigeria. The data were collected through questionnaire administered to random sample size of 154 hotels and convenient sample of 2 senior staff from each of selected hotel. The data was analyzed using descriptive, regression and correlation statistical methods. The study concluded that Entrepreneurial Marketing (i.e. Guerrilla and Viral Marketing strategies), as it is related to promotion, have significant impact on and relationship with performance (i.e. sales growth and brand image creation) of Medium-size hotel enterprises in Ibadan, Nigeria. The study recommended that Hotel Entrepreneurs should embrace Guerrilla Marketing because of its direct and positive impact which is cost effective; and that they should embrace Viral Marketing because of its direct and positive impacts which are global reach, high speed contact and twoway communication. Keywords: Entrepreneurial Marketing, Brand Image, Business Performance, Guerrilla Marketing, Viral Marketing

The Effects of Taekwondo Globalness on Nation Brand Image Creation through Users Experience of Electronic Hogu: Moderation Effect of Players' Ethnocentrism

The Effects of Taekwondo Globalness on Nation Brand Image Creation through Users Experience of Electronic Hogu: Moderation Effect of Players' Ethnocentrism

Understanding the creation of destination images through a festival’s Twitter conversation

PurposeThe purpose of this paper is to explore the analysis of the potential contribution of festivals in generating a destination image through social media (particularly Twitter).Design/methodology/approachThis study follows a multi-method approach by recollecting, analyzing and mixing quantitative and qualitative techniques. The authors focus on the case of Vic (Spain), analyzing the destination’s image as projected by different users (administration, private sector, particular users, residents) on Twitter in relation to an international musical festival, El Mercat de Música Viva de Vic (the Vic Live Music Market).FindingsFrom a theoretical perspective, the study’s results advocate a reconsideration of the role of social media in the processes of creating a destination’s image. It is important to take into account the need to perform a specific analysis for each platform and consider how it operates and which stakeholders prevail by weight, by the clusters they pertain to and by their elicited descriptions. In the particular case of Twitter, the image-formation continuum generated by different actors through different sources is present here on one single platform.Research limitations/implicationsThis study is limited in terms of being based on only one social media site, and it would be very interesting to complement it by analyzing other relevant social media platforms.Practical implicationsFrom a practical point of view, this presents a challenge to destination managers to learn how to work on each specific platform in order to oversee the different destination visions and their resources.Originality/valueFrom the results, the authors affirm that destination-branding analyses now need a platform-specific approach as well as an in-depth stakeholder analysis, since it is no longer possible to separate producers and consumers in brand image creation. Branding is becoming a more inclusive and collaborative process.

Ewolucja wykorzystania mediów społecznościowych w marketingu

Social media marketing is one of the fastest growing fields of marketing, determining many important changes in contemporary views on marketing activities, clients and market relationships. Progressing technological changes, new tools and applications evoke organizations need to adapt to these new conditions, the new client and new opportunities offered by social media and their unique features. Managers and professionals are required to gain new competences related to unique ways of functioning in social media, allowing and encouraging customers to engage with the media for such activities as: promotional support, cocreation of innovations, brand image creation or after-sales services. An important skill that enables the assessment of the conducted social media actions is the measurement of activities undertaken there. Managers are also in a need to foster their communication and coordination skills. Social media marketing is also an example of deterministic influence of information technologies on potential changes in the marketing - its concept and actions. The main aim of the article was to identify the evolutionary perspective of social media usage in an organization, to indicate the managerial consequences of such new phenomenon and explaining the key metrics of social media efficiency and effectiveness. The dynamic perspective of social media marketing allow to conclude that the early stage of operational usage of new media – fo-cused on supporting of promotional campaigns is gradually changing through tactical – to strategic usage, when social media marketing is perceived as important source of competitive advantage and value creation.

Discourse on Corporate Social Responsibility in the Context of Marketing Scientific Research

This paper aims to reveal the discourse on corporate social responsibility in the context of marketing scientific research. Six research streams are distinguished after a thorough analysis of scientific literature, i.e. development and maintenance of sustainable relationships with consumers; consumer responses to corporate socially responsible activity; decisions of corporate or brand image creation and maintaining, strengthening corporate reputation; identification whether CSR may affect the process of consumer decision making, the preferences of consumers; CSR integration into marketing activity; communication about CSR to different stakeholders. Results of analysis show that scientists choose different approaches to investigate the effect of CSR on corporate results. However, from the marketing perspective, intangible results, such as long-term relationships between company and consumer could be described as a major benefit for company which integrates CSR in corporate activity.

Consumers’ brand images of wines

Purpose – The purpose of this paper is to study the formation of denomination of origin brand image in two different Spanish wine regions. Design/methodology/approach – A sample of wine consumers was selected in two denominations of origin (DOs): Rioja and La Mancha. Partial least squares method was used to estimate the measurement and the proposed structural model. A multi-group analysis was also employed to determine the main differences between both wine umbrella brands. Findings – The main components that contribute to the creation of brand image were tested: functional image and reputation, and affective image. The comparison found that the values obtained for La Mancha are significantly inferior to those of Rioja as regards affective image. Research limitations/implications – The choice of two Spanish wine regions and the analysis of wine consumers who were purchasing in wine shops suggest future research works that will consider not only extending the number of wine brands studied, but will also cover other kinds of commercial establishments, differentiating the place of consumption or suggesting a variety of wine styles. Practical implications – The results obtained suggest the relevance of DOs in the commercialisation of wines, and consequently the activities and alliances that should be developed to improve the main components of brand image. Originality/value – A multi-group analysis focused on two Spanish DOs has been used to determine the strengths and weaknesses of each umbrella brand. The basis used for this has been the study of functional and affective aspects in one of the most traditional wine countries in Europe, Spain. This research is of value to academics, wineries and public institutions, as it may allow them to design marketing and commercialisation strategies.

The creation of brand image in Polithematic children’s channels of Digital Television

La marca constituye el principal elemento de todo canal televisivo dónde el tratamiento y uso que se hace de la propia imagen de marca del canal se convierten en fundamentales para atraer la atención de la audiencia y conseguir afinidad entre el público objetivo, el canal y la marca. Con una metodología de estudio basada en la triangulación de métodos científicos, donde convergen las entrevistas en profundidad, el análisis de contenido y la observación descriptiva, este artículo presenta los resultados globales sobre imagen de marca y publicidad extraídos del estudio exhaustivo de los canales infantiles, lo que permite obtener una aproximación a la realidad de los Canales Infantiles Politemáticos en España.

Brand Revitalization: Penciptaan Brand Image Produk Green Sands Bebas Alkohol melalui Marketing Communication (Advertising dan Public Relation) pada PT Multi Bintang Indonesia Tb

PT Multi Bintang Indonesia is a beverages production company, and one of its products are Green Sands. In early 2002, Green Sands revitalize to Green Sands Alcohol-Free and communicated through several promotional tools, including advertising and public relations. This study examines what brand image embedded on the consumers, and what is the level of influence of advertising and public relations toward the creation of brand image of products Green Sands Alcohol-Free. The research methods used in this study is test Cochran, multiple regression, and cobwebs. The result, brand image that is embedded in consumer brand is cool and trendy and unique and refreshing taste. Advertising and public relations by creating a brand image is only 7.2%, the rest from other factors. Brand image is embedded in the customers had not yet reached the desired scale of the company.

Cummins India: brand leadership through service excellence

PurposeThe purpose of this paper is to highlight the fact that brand image creation is an elaborate and long‐term activity through consistent strategic initiatives and the importance of understanding customer expectations and delivering them consistently.Design/methodology/approachThe paper is based mainly on the information gathered by conducting interviews with executives of the case study company (Cummins India Ltd), field sales and service team members of the company and some important customers.FindingsCummins in India has been the market leader in manufacturing diesel, gas, and dual fuel engines for various industrial purposes such as generating sets, industrial, mining, and marine applications. The case mainly focuses on the generating set market where customers look for a brand which can assure not only a quality product, but also quality service. It covers a series of activities initiated by Cummins India Ltd, that span about two decades to make available spare parts and service support to customers. The case is a description of the history of Cummins India creating an organizational structure with service focus, a culture of service orientation and the systems to ensure service delivery. This corporate brand image has contributed immensely to the success of the company.Originality/valueThe paper is based mostly on primary information gathered through interviews and provides an insight into various initiatives of a successful organization to develop a customer‐focused service strategy.

Sponsorship portfolio as brand image creation strategies: A commentary essay

This essay discusses Chien, Cornwell, and Pappu's (forthcoming) paper, “Sponsorship portfolio as brand image creation strategy.” Although Chien et al. (forthcoming) seek to enhance understanding of the impact of a brand's sponsorship portfolio on its brand image they are not completely successful in this endeavor. One of their key constructs, the event personality fit (EPF) construct, has no significant effect on brand meaning. This essay suggests that this finding is because of limitations in the brand personality metrics in the study and because of the tautological nature of the hypotheses proposals. Their sponsorship category relatedness (SCR) construct, however, is a useful construct for those seeking to assemble a portfolio of sponsored products that builds positive brand meaning for the sponsor's brand.

Sponsorship portfolio as a brand-image creation strategy

The meanings held by events are sometimes transferable to a brand through sponsorship. The perceived sponsor–property fit affects brand evaluations. This research hypothesizes that in the case of a sponsorship portfolio, the source of image transfer can be composite, and brand image association may depend on the perceived fit between sponsorships. Building on theories of social cognition and categorization, this research proposes two dimensions of fit: sponsorship category relatedness and event personality fit. Two experiments show that categorical relatedness between sponsorships not only leads to the creation of a unified brand personality for the sponsor, but also enhances brand meaning consistency and clarity. Central category-related traits cue a category membership framework that integrates sponsorships in the portfolio. Under conditions of category ambiguity, the impact of event personality fit emerges. Interestingly, the findings suggest that sponsored properties having a “spiky” brand personality (having both high and low performance on dimensions) may communicate most clearly in a portfolio.

Creation of Brand Image by Sound Design

Creation of Brand Image by Sound Design

A study of relations among service quality differences, post‐purchase behavior intentions with personality traits, and service recovery strategy as intervening variables

PurposeThe purpose of this paper is to discuss the effect of the difference between the consumer's expectation and perception of service quality on post‐purchase behavior intentions, and the effect of the consumer's personality traits and the enterprise's service recovery strategy as intervening variables on post‐purchase behavior intentions of consumers.Design/methodology/approachA sampling survey is carried out among customers of the top ten banking industries in Taiwan. A convenient sampling survey is carried out among customers of the top ten banks. A total of 243 effective samples are returned.FindingsThe result shows that the smaller the difference between expectation and perception of service quality is, the more the consumers will show their loyalty in post‐purchase behavior; the bigger the difference between expectation and perception of service quality is, the more the customers will make complaints and convert to other brands. When the difference is bigger between customer expectation and perception of service quality, the personality trait of external control orientation may prevail over the personality trait of internal control orientation.Research limitations/implicationsIntangible service is the core product of banks, but it is easily copied by competitors. Therefore, creation of brand image and improvement of goodwill are important for the establishment of uniqueness and distinguishability of a bank.Practical implicationsService recovery is one of the major factors that influence the sequential actions of consumers. Service quality does not directly influence the sequential attitude and behavior of consumers; other intervening variables that exert direct influence exist.Originality/valueThis paper fulfils an identified information need and offers practical help to the service industry.