Brand Image Research Articles (Page 1)

<p><em>This study aims to analyze the influence of risk perception, financial self-efficacy, brand image, Muslim celebrity endorsers, and sharia compliance on Generation Z gold investment decisions in Islamic financial institutions. Using a quantitative approach and data collected through a survey of 150 Generation Z respondents who invest in Islamic gold, this study tested the hypothesis using multiple linear regression analysis. The results showed that risk perception, financial self-efficacy, brand image, and sharia compliance had a positive and significant effect on Generation Z gold investment decisions, while Muslim celebrity endorsers did not have a significant effect. Simultaneously, all five variables had a significant effect. These findings imply that Islamic financial institutions need to consider these factors in designing marketing strategies and investment products that suit Generation Z preferences. Sharia compliance is a key factor in attracting Generation Z investors, so financial institutions need to emphasize their commitment to sharia principles.</em></p>

This study aims to analyze the relationship between the personal branding of national musician Mario G Klau as founder and the brand image of Production House Dari Rumah Tua Creative in East Nusa Tenggara. The research method uses a descriptive quantitative approach with survey techniques through questionnaires to 100 respondents domiciled in East Nusa Tenggara and knowledgeable about Mario G Klau. The independent variable is Mario G Klau’s personal branding which includes dimensions of popularity, credibility, attractiveness, and professionalism, while the dependent variable is Rumah Tua Creative’s brand image which includes dimensions of quality perception, value, reputation, and emotional image. Data analysis uses validity tests, reliability, classical assumptions, and multiple linear regression. The results show that there is a positive and significant relationship between Mario G Klau’s personal branding and Rumah Tua Creative’s brand image with a significance value of 0.00 (p<0.05) and a coefficient of determination (R²) of 0.676 or 67.6%. This indicates that the higher Mario G Klau’s personal branding, the higher Rumah Tua Creative’s brand image. Personal branding formed through reputation, musical expertise, and local cultural background has been proven to increase public trust in the Production House.

This study aims to analyze the influence of brand image, word of mouth, and product quality on the purchase decision of Facetology skincare products. The study uses a quantitative method to obtain objective and generalizable results. The sample consisted of 100 respondents, who were individuals who had purchased or used Facetology skincare products. The sampling technique used was purposive sampling, ensuring that the selected respondents met criteria relevant to the research objectives. Data collection was conducted through the distribution of questionnaires to the selected respondents to gather the necessary information. The data analysis technique employed was Smart PLS 4.0, which efficiently and accurately measures the relationships between variables. This study emphasizes the importance of understanding the factors influencing purchase decisions in the skincare industry, particularly for the Facetology brand. The results of the study indicate that word of mouth has a positive and significant effect on the purchase decision of Facetology products. Additionally, brand image was found to have no significant effect on the purchase decision, while product quality had a positive and significant effect on the purchase decision of Facetology products. The implications of this study suggest that the company can leverage word of mouth as an effective marketing strategy and focus more on improving product quality to influence consumer purchase decisions.

This study proposes the Brand Identity–Image Convergence Model (BIICM) as an integrative framework for analyzing how animated cultural content contributes to nation branding within digital ecosystems. Focusing on the global reception of K-Pop Demon Hunters, the research examines 12,000 YouTube comments in six languages to assess the degree of alignment between Korea’s domestic brand identity aspirations and its international brand image perceptions. The BIICM operationalizes convergence through computational text analysis of user-generated content, enabling empirical measurement across six brand dimensions. Findings reveal substantial variation among these dimensions: while entertainment excellence demonstrated strong congruence between domestic and international perceptions, dimensions such as modern innovation and tourism appeal exhibited significant divergence. Complementary social network analysis identified distinct communicative structures across linguistic communities, with Korean networks displaying higher density and foreign networks greater modularity—indicating different modes of cultural diffusion and engagement. By bridging identity construction and audience perception within a unified analytical model, this study advances theoretical understanding of nation branding in interactive media environments. The results offer actionable insights for policymakers and cultural strategists, suggesting that animated cultural content attains the highest brand convergence through entertainment-oriented narratives, yet necessitates more deliberate strategies to strengthen innovation and tourism associations in Korea’s global brand architecture.

This study aims to analyze the influence of brand image, product quality, and price on customer satisfaction at Warung Seblak Neng Otot in Garut Regency. The research background is based on the rapid growth of the spicy culinary business, especially Seblak, as well as the importance of differentiation through effective marketing strategies. This study uses a quantitative approach with a survey method through a questionnaire administered to 200 respondents. The data were analyzed using validity, reliability, exploratory factor analysis (EFA), and multiple linear regression tests, complemented by classical assumption tests. The results showed that simultaneously, brand image, product quality, and price had a significant effect on customer satisfaction (R² = 0.684). However, partially, only brand image and price had a significant effect, while product quality did not. Brand image had the most dominant influence (? = 0.452), followed by price (? = 0.333). These findings confirm the importance of building a strong brand perception and setting prices commensurate with the product's value in creating customer satisfaction, especially in the competitive culinary MSME sector. The practical implications of this research encourage business actors to focus on strengthening brand identity and value-based pricing strategies as the key to long-term success.

Introduction Nonprofit branding in today’s digital and social media landscape is increasingly shaped by active audience participation, rather than solely by messaging from the organization. This study investigates how donors’ perceptions of congruence between their ideal and actual charities, measured as donor–brand congruence, influence the amount of charitable giving. Methods Using a survey based on the Aaker Brand Personality Scale, participants evaluated both their actual and ideal charities across 15 facets within five brand personality dimensions, including Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Participants also provided demographic data, personality traits, and annual donation amounts. Results The findings reveal that donors perceiving a match between their ideal and actual charity brands self-report more financial contributions. Additionally, age and emotional stability correlated with greater perceived congruence. Discussion The results suggest that forming a match between a nonprofit’s actual brand and the audience’s ideal brand can be essential for creating nonprofit brand identities that resonate within a hyper-personalized (tailored to individual preferences), polycentric (influenced by many actors) communications environment. By encouraging donor input and discovering their aspirational values, nonprofits can cultivate authentic connections, strengthen loyalty, and encourage word-of-mouth advocacy for their cause.

Considering a low-carbon operating environment featured by consumer low-carbon preference (CLP) and hybrid carbon policies, we construct a green brand supply chain consisting of a dominant manufacturer and two retailers. Under the green brand (GB) strategy, the manufacturer achieves green production through green technology and recycling, and the two retailers conduct green marketing activities. We adopt the differential game approach to characterise the dynamics of the green brand (GB) image, and fully consider the possibility of alliance between competing retailers and the consequent power structure shift. By analysing the four models, the results show that only when the retailer alliance has equal bargaining power with the manufacturer, i.e. the Nash power structure, competing retailers always have incentives to form an alliance. Under other power structures, the market condition for retailers to ally depends on the marginal effect of green production on GB image. For the manufacturer, the emergence of the retailer alliance may lead to positive outcomes. Under certain conditions, each player has the highest profit under the Nash power structure. In addition, we examine the impacts of the dynamic operating environment on equilibrium solutions and retailers’ alliance behaviour.

This study focuses on the brand perception differences between Brisk and Arizona in the ready-to-drink (RTD) tea market. At the same price point, Brisk is often associated with negative tags such as "artificial" and "sugary" by consumers, while Arizona is widely recognized for its positive images like "refreshing", "tasty", and "delicious". This phenomenon highlights the crucial role of value proposition and positioning strategy in shaping consumer perception, but existing research lacks in-depth exploration of this aspect. This paper takes Brisk and Arizona as cases, analyzes the competitive landscape through 3C, defines target markets and positioning strategies based on the STP model, and assesses the implementation effect of the value proposition using the 4P framework. The research results show that precise market segmentation and reasonable matching of positioning, along with the consistent implementation of 4P, cannot only significantly improve the brand image but also help enterprises establish differentiated competitive advantages, thereby providing empirical insights for brand marketing in a homogeneous market environment.

Employees are the fundamental source of a sustainable competitive advantage. Without the high quality of human capital, organisations cannot attain a competitive advantage that can be sustained over time. Employer branding is a strategy that focuses on engaging and attracting the best talent from the job market, which is crucial for sectors known for high employee turnover rates. In recent years, digital platforms and information technology systems have revolutionised employer branding by helping organisations connect with talent in more personal and innovative ways. In this study, we sought to explore and understand the role of LinkedIn in employer branding efforts and evaluate the benefits of using LinkedIn to brand an employer as the first choice for prospective employees. Additionally, the research proposes a LinkedIn-Integrated Employer Branding Model (LIEBM) that incorporates LinkedIn strategies. Qualitative data were collated from the recruiting heads of the leading four- and five-star hotels in Al Ain, United Arab Emirates. The findings indicate that LinkedIn is widely used to improve an organisation’s employer brand image through various strategies. The results also demonstrate that employing LinkedIn strategies enhances the benefits of employer branding, contributing to actionable insights in the hotel industry to make excellent decisions at pre-recruitment, recruitment and selection stages.

This paper analyzes what the three most vital gaming console platforms do to capture a larger market share by comparing how Sony, Microsoft, and Nintendo compete with each other and attract more players. This paper combines economic marketing frameworks, such as STP and 4P models, and theory on network effects to analyze market facts: Sony has sold more than 80 million PS5 units, Xbox has the Game Pass model, and Nintendo launched the Switch 2. PlayStations premium-immersion strategycinematic exclusives, DualSense, and PSVR2builds a high-cost brand image. By contrast, Xbox is known for its price-performance ratio and cloud gaming to play across devices. In addition, Nintendos approach is portable and independent IP. There are three main questions to explain how it works. The first research question is how three companies differentiate their market positions; the second one is about their main competitive tactics; the last one is what are the differences among their advertising and marketing approaches. This paper will synthesize recent market facts and use economic theories to solve these questions.

Digital marketing has shifted from campaign-centric persuasion to data-driven, interactive, and omnichannel systems, reshaping how brand meaning forms and endures. Synthesizing research on customer-based brand equity, brand experience, authenticity, and causal measurement, this paper examines whether digital transformation enhances the connotation-based development of brand image, defined as endogenous, self-reinforcing meaning rooted in coherent identity, lived experiences, and community participation. This paper argues that value co-creation platforms, transparent, consented personalization, consistent omnichannel journeys deepen intrinsic meaning by strengthening associations, perceived warmth, and competence, and attachment. However, three hazards erode "inner beauty": the personalizationprivacy paradox and opaque data practices; contextual risks such as misinformation adjacency, deepfakes, and influencer fraud; and measurement myopia that favors short-term optimization over memory structures and trust. This paper proposes a managerial agenda: operationalize connotative goals via a scorecard linking brand knowledge, experience quality, and long-horizon outcomes; design value-for-data personalization; invest in governed communities and co-creation; enforce suitability and creator-integrity controls; and pair randomized experiments with marketing-mix modeling to rebalance portfolios. Properly governed, digital marketing shifts growth from exogenous exposure to endogenous, meaning-driven development.

This research aims to analyze and optimize the partnership system (distributors, agents, and resellers) at Ramli Collection, a local Muslim men's clothing brand, in an effort to increase sales. Based on data from January to August 2025, sales through the partnership channel showed a fluctuating and declining trend, indicating that the current partnership system is not yet optimal. The core problems identified are the lack of standards in the selection of new partners, resulting in payment defaults and contract terminations, and the absence of a structured mentoring program for partners, which has led to a decline in sales performance. This study uses a qualitative approach with data collection techniques in the form of observation, interviews, and documentation. The results of the analysis show that a comprehensive partnership system improvement is needed. The proposed solutions include: (1) Developing a Structured Partnership System by establishing strict partner selection criteria (surveys, interviews, and preliminary assessments) and formulating binding cooperation agreements; (2) Standardizing Partner Assistance through regular training programs (marketing and inventory management) and digital promotional material support; and (3) Strengthening Brand Awareness through strategic collaboration with public figures relevant to the brand image. Optimizing this partnership system is expected to overcome payment default issues, consistently improve partner sales performance, and ultimately contribute significantly to increasing Ramli Collection's total sales. Keywords: Partnership, Optimization, Sales Improvement, Marketing Strategy.

High-quality brand development requires both innovation and legal protection. Although innovation and branding reinforce each other, companies must also prioritize legal safeguards to prevent brand image damage caused by infringement. Therefore, a city’s level of innovation and intellectual property protection jointly shapes its brand development potential. Green fiscal policies can incentivize enterprises to invest in eco-friendly technological R&D, thereby providing foundational support for brand development. This study utilizes trademark data (2005–2018) from 299 prefecture-level cities in China and employs a quasi-natural experiment based on the pilot program of “Comprehensive Demonstration Cities for Energy Conservation and Emission Reduction.” A multi-period DID model is utilized to assess whether such fiscal policies enhance urban brand development potential. According to the findings, the policy substantially improves brand potential by raising awareness of intellectual property and restricting industrial energy use. Heterogeneity analysis reveals stronger policy effects in western and eastern urban areas, particularly in cities with more “Time-Honored Chinese Brands,” increased research and development investment, lower fiscal pressure, greater marketization, and non-resource-based economies. These results add to the literature on brand innovation and protection and provide empirical support for the role of green fiscal policy in promoting brand growth potential.

In recent years, scandals regarding the malpractices of many nonprofit organizations (NPOs) for selfish ends have eroded public trust in them. Therefore, it is necessary to consider whether the credibility of NPOs, as one of the three key implementers in cause-related marketing (CRM) campaigns, has a transfer effect on enterprise brand image. The aim of the current study is to examine the relationship between NPO credibility and enterprise brand image, along with its underlying mechanism and boundary conditions. Drawing on the affect-transfer model as well as attribution theory, we propose a theoretical model. This model highlights the mediating role of perceived corporate hypocrisy in the relationship between NPO credibility and enterprise brand image. Moreover, it incorporates public emergency, specifically in reference to the COVID-19 pandemic, as a moderator. Three experiments were conducted to test our model. Results reveal that consumers perceive a more negative enterprise brand image when the company partners with a low-credibility NPO compared to a high-credibility NPO. Additionally, the impact of NPO credibility on enterprise brand image is mediated by perceived corporate hypocrisy, which is weakened in the presence of a public emergency.

This study aims to examine how digital marketing through social media is utilized to increase sales and customer loyalty at Rose Collection Palu, a local fashion SME. The research uses a descriptive qualitative method with data collected through in-depth interviews, observation, and documentation. The findings show that TikTok, Instagram, and Facebook are actively used as the main platforms for promotion, communication, and customer engagement. Visual content strategies that align with current trends are proven to boost audience interaction and build brand image. Digitalization significantly contributes to sales growth, with online sales accounting for 60% and a notable increase in new customers. However, challenges such as algorithm fluctuations and limited content production tools remain. This study contributes as a reference for SMEs to develop adaptive digital strategies and provides input for policymakers in supporting digital transformation among micro-businesses.

The application of the Quality Function Deployment (QFD) method serves as a strategic approach to ensure alignment between consumer needs and the technical characteristics of the “Matcha Boy” beverage product, playing a crucial role in translating the voice of the customer (VoC) into measurable decision-making within the product development process. By combining qualitative and quantitative approaches, data were collected through direct observation, open and closed questionnaires, and in-depth interviews with business practitioners. The analysis results indicate that the most influential attributes on purchasing decisions are the authentic and consistent matcha flavor, affordable pricing, and fast and friendly service, while menu variety and attractive packaging design serve as supporting factors to strengthen brand image and enhance consumer experience. The development of the House of Quality (HoQ) matrix revealed that aspects such as ingredient formulation, matcha powder quality, sugar measurement control, and the selection of milk types have strong correlations with customer satisfaction levels, emphasizing that improving the quality of raw materials and ensuring flavor consistency should be the top priorities in the product development strategy. Overall, the application of the QFD method at “Matcha Boy” has proven effective in providing a systematic, efficient, and market-oriented development direction and serves as a model that can be adopted by MSME actors to enhance the competitiveness of contemporary beverage products in line with modern consumption trends.

Understanding consumer perceptions of brand image is vital for the sustainable development of China Time-honored Brands, which combine cultural heritage with commercial value. This study aims to systematically analyze the brand image of Beijing’s time-honored restaurants by developing a large language model (LLM)-driven framework that advances beyond the limits of traditional text mining in semantic depth and adaptability. Using Dianping reviews from 2016 to 2022, we apply the Qwen3-32B model to map consumer feedback onto a Functional–Experiential–Symbolic (F–E–S) framework. Sentiment quantification and clustering analysis are employed to generate brand image profiles and identify common brand types, while topic modeling is used to uncover the specific consumer concerns shaping these perceptions. The results reveal a dual structure: the symbolic dimension, rooted in cultural heritage, is consistently high and stable, whereas the functional and experiential dimensions, associated with daily operations, are relatively low and highly volatile. Clustering further distinguishes two significantly different categories: comprehensive performers and heritage struggler brands. The key difference lies in whether brands can transform symbolic capital derived from historical legacy into positive consumer experiences through excellent operational performance. By integrating dynamic and structural perspectives, this study advances brand image research and provides data-driven insights to guide the targeted management and modernization of heritage brands.

The increasingly fierce market competition, especially in the batik industry, requires MSMEs to have a strong differentiation strategy and product branding. The goal is to maintain and improve the competitiveness of the product in the market. Unfortunately, Zahro Batik MSMEs still face obstacles, where digital promotion efforts still tend to be simple, use social media captions that are less informative, have minimal appeal, and are not optimal in reaching potential consumers. This condition is caused by the limitation of copywriting skills which are the key to digital marketing. The purpose of this service activity is to improve the understanding and skills of business actors in optimizing marketing communication strategies through the preparation of effective and attractive promotional messages. The method used is socialization and copywriting training. This activity was attended by 15 participants who are employees of Batik Zahro MSMEs and local residents as an expansion of partners. Evaluation was carried out through individual assignments in the form of writing product promotional captions, which were assessed based on the suitability of the content, language appeal, and creativity of the message. The results achieved showed an increase in participants' soft skills and understanding, where all participants were able to compile promotional captions in a structured manner using the copywriting techniques that had been taught. This increase is expected to strengthen the brand image and product attractiveness, as well as encourage the readiness of Zahro Batik MSMEs to compete and develop in the creative industry.

Navigating corporate social responsibility and customer behavior in sustainable hospitality: Role of credibility, environmental concerns, and green brand image.

Brand-related social media influencers as spokespersons after a corporate greenwashing crisis. Implications of parasocial interactions and wishful identification on the perception of the brand image