Brand Impression Research Articles

Diversity Representations in Advertising: Enhancing Variety Perceptions and Brand Outcomes

Abstract We present a novel business case for Diversity, Equity, and Inclusion (DEI) by showing that DEI representations in advertisements have important, and yet unestablished, implications for brands. We show that depicting observably diverse (e.g., in race, gender, or age) models in advertisements creates a perception that the brand offers greater product variety, even when the advertisement neither showcases nor directly suggests greater variety. This effect arises because people believe that observably different customers have more varied needs. Diversity representations, therefore, increase the perception that the brand offers greater product variety, presumably to meet the varied needs of its observably different customers. The findings are important because perceptions of variety improve brand impression, perceptions of a brand’s creativity, willingness to pay, willingness to use, and choice. The findings are particularly relevant for brands that offer limited variety, face resource constraints to diversify, and/or want to benefit from generating perceptions of large product variety while avoiding the drawbacks of managing large assortments.

A Study of the Relationship between Social Media Marketing through Influencer Marketing and SMEs: Applied on the Egyptian Small and Medium Enterprises

This paper explores the multidimensional influence of social media marketing on Egypt’s Small and Medium Enterprises. This study adopts a mixed-methods approach, integrating surveys, interviews, and case studies to give a thorough analysis. The study begins by assessing the amount of social media marketing adoption among Egyptian SMEs and identifying the most regularly used platforms. It evaluates the frequency and characteristics of social media interactions among SMEs, including consumer engagement and collaborations. Furthermore, the study assesses the problems associated with resource limits, digital literacy, and cultural issues in incorporating social media into SME operations. In addition, the study explores the impact of content created by users and online reviews on brand impression and consumer loyalty. The study also examines whether having an active social media presence corresponds with increasing revenue, market share expansion, and globalization activities. It investigates the role of social media marketing in promoting SMEs’ access to finance and collaborations. In conclusion, this thesis contributes to the existing literature by conducting a comprehensive evaluation of the impact of social media marketing on small and medium-sized enterprises (SMEs) in Egypt. It highlights the immense potential of social media and identifies various challenges SMEs face. The research recommends how policymakers, business support organizations, and SME owners can leverage social media marketing to enhance competitiveness and sustainability in the Egyptian business environment. Keywords: Social Media Marketing – Marketing – SMEs – Egypt.

Competent or Sad Blue? Lively or Aggressive Red? Why, How, and When Background Color Shapes the Meanings of Logo Hues

Abstract Why, how, and when can logos with a blue positive space communicate competence versus sadness? Why, how, and when might logos with a red positive space evoke impressions of liveliness versus aggressiveness? As the current research establishes, a black background strengthens the negative meanings associated with the hue of a logo’s positive space and weakens its positive meanings. Conversely, a white background strengthens its positive meanings and weakens its negative meanings. These automatic effects occur because the hue of the positive space interacts with the color of the negative space to determine whether logos communicate positive or negative brand impressions more vividly. These effects are broadly applicable to both well-known and unknown brands, yet they are attenuated for meaningful logos and filled-frame logos. With these novel findings, this article identifies specific factors that can alter the meanings of logo hues, provides a theoretical lens for understanding the interplay of the background color and the hue of the positive space, and offers guidelines for crafting effective logos. This article also reveals which brands can benefit most from conveying negative impressions through their logos: logos with a black (white) background enhance evaluations of brands that possess negatively (positively) valenced personality traits.

The Reasons on the Successful Phenomenon of Niche Brand Commercialization

With the development of social and spiritual civilization, people begin to pursue designs that are different from commercial and popular ones, and more niche clothing brands begin to rise with their unique cultural backgrounds and style techniques, and people become more and more tolerant of diversified clothing. Among them, Maison Margiela, as a representative of niche clothing brands, demonstrates its change in brand marketing strategy and visual innovation. The purpose of this study was to research the reasons for the commercial success of niche clothing brands. The essay took Maison Margiela as a research case and analyzed all the information and theoretical knowledge of the brand in recent years, and the final results were as followings: firstly, the design of the brand's products itself affects brand recognition, and it emphasizes the brand's characteristics and innovates visually and technologically. Secondly, brand marketing has an impact on brand recognition and should be emphasized as an innovative strategy to increase exposure and expand brand influence through social media or cooperation with celebrities. Finally, offline marketing is also an important part of the brand, as store design and environment can enhance the brand's impression, attract consumers to learn about the brand, and increase its value.

Unveiling Huili's Brand Image: Exploring Causes and Strategies

Huili is a well-known footwear brand in China, and its brand image has declined significantly in recent years compared to before. Therefore, the purpose of this paper is to investigate the unknown reasons causing Huili’s brand image damage. This paper applies the approach of marketing mix theory to help Huili identify its problems in product and promotion. According to the results of the applied research, Huili faced huge accusations in terms of product design, product hazards, and ineffective promotional strategies. These problems have piled up one after the other and have created a huge problem of declining brand impressions of Huili. Therefore, it is highly recommended and necessary to conduct a detailed study on the deficiencies of Huili in all aspects of marketing mix theory. This paper suggests that Huili hires insightful designers to create more original designs, conduct deeper investigations to enhance the quality of its products, and customize its promotional strategies according to market segments. Feasible methods are then developed accordingly so that Huili can recover from the damage to its brand image and further prosper and survive in today's market with a greater competitive advantage.

ANALISIS PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DI CLOVIA RESTAURANT, HOTEL MERCURE JAKARTA SABANG

This research discusses the influence of brand awareness on purchasing decisions. It is important to pay attention to increasing brand awareness so that more consumers know a brand because the less brand is known to the public, the more difficult it is to increase purchases. This research aims to determine the influence of brand impression, brand recall, purchase decision, brand recognition, brand reach, consumption brand on awareness brand influence on purchase decisions, brand awareness overall influence on purchasing decisions, and find out level of brand awareness on Clovia Restaurant, Mercure Jakarta Sabang Hotel. Using a quantitative approach by distributing questionnaires to 393 respondents with certain criteria. Population in this study was focused on respondents who knew Clovia Restaurant. The result of this research, there is a significant influence on brand impressions, brand recall, purchase decisions, brand recognition, brand reach, and brand consumption on brand awareness on purchasing decisions. Brand awareness shows a significant of 0.000 < 0.05 which means that there is a simultaneous positive, significant influence on purchasing decisions at Clovia Restaurant. Also 85.4% brand awareness influence on purchasing decisions. Clovia Restaurant based on the existing level to the results of the questionnaire is at the level Brand Recall.

Effects of Social Media in Tourism Marketing: Outlook on User Generated Content

Social media has transformed the tourism industry, shifting it from its conventional model into an extreme knowledge pattern. This study focuses on the use of social media for tourism marketing to enhance tourist satisfaction through user-generated content. A mixed research method was employed, with an exploratory approach used to identify the critical success factors of social media user-generated content (UGC) for marketing tourism products. Purposive sampling was utilized, and data were collected from 200 respondents. To analyze the data, frequency distribution, multiple regression, and hypothesis testing were employed for user-generated content on social media for tourism marketing. The results of the study reveal that people spend an average of one to six hours daily on social media platforms. Graduate students aged 21-30 and employed individuals are more likely to use social media for travel purposes. The study also indicates that factors such as advocacy, a positive brand impression, travel inspiration, and careful content development are crucial for social media in tourism marketing. The travel industry provides visitors with personalized services, offering a social media network that systematically shares users' and like-minded people's experiences, allowing users to customize their anonymity and add value to their personal details.

The Effectiveness of Exterior Color on Brand Identity and Purchase Intention

In 2018, after Tesla entered the Chinese market, China entered the era of new energy vehicles, and in 2020 Wuling launched a small new energy vehicle called Wuling Hongguang MINI EV, which has changed the fate of Wuling since its introduction, attracting a large number of consumers with its outstanding appearance and subsequently becoming the global small pure electric car sales champion, and also changing the Wuling Hongguang in It also changed the brand impression of Wuling Hongguang in consumers' minds. Thus, the purpose of this study was to examine why differences in color and appearance affect the extent to which consumers perceive a brand. This paper took the Wuling Hongguang MINI EV as an example for research and tried to find the reason why consumers love Wuling and the reason why the inherent brand impression of Wuling cars has changed. The first reason is related to symbolic identity of Wuling Hongguang MINI's appearance. Secondly, is about the social identity, and finally, the vividness of the color is also the reason which could lead a different brand impression. The significance of this paper was to advise some emerging car brands on their long-term development and, secondly, to study the relationship between brand appearance and brand identity.

Analysis on the Marketing of MIXUE Ice Cream & Tea

In recent years, Chinese tea brands have emerged one after another, and the market has gradually become saturated. This paper explores how MIXUE Ice Cream & Tea has become a leading brand in the low-end tea-drinking industry in China. By applying several basic models, such as Strengths, Weaknesses, Opportunities, Threats (SWOT), Segmentation, Targeting, Positioning (STP), Political, Economic, Social, Technical (PEST), and Porter's Five Forces, the author explores the success of MIXUE Ice Cream & Tea and draws a conclusion that MIXUE Ice Cream & Tea attracts a large number of consumers by utilizing its price advantage and multimedia platforms. Meanwhile, the brand can better understand the needs and preferences of the target market, which helps it achieve an improvement in brand awareness and promote the launch of suitable products. Additionally, MIXUE Ice Cream & Teas success is also closely associated with a conducive economic environment, policy support, and technology development. However, risks in market competition, franchise business, inherent brand impression, substitutes, etc. exist as well, and MIXUE Ice Cream & Tea still needs to overcome these difficulties in the future.

Country-of-origin image and consumer brand evaluation: a meta-analytic review

PurposeThis study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.Design/methodology/approachA random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.FindingsResults show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.Originality/valueThis study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

Correlational Study of Channels of Digital Advertising and Consumers’ Behaviour: A Study of Delta State

The study seeks to find out the correlation between channels of digital advertising and consumers’ behaviour by looking into the processes of consumer behaviour through the usage of smart gadgets. Digital advertising harnesses the capabilities of digital technology, data analysis, and online channels to create targeted, measurable, and impactful advertising campaigns in the ever-evolving digital landscape. Hinged on the technological determinism theory, the study employed the survey design using 400 copies of structured questionnaire to get data from respondents. To test the hypothesis, 392 copies of properly filled and retrieved questionnaire were analysed using Stata 15.0 software application. The study affirms the spread of social channels, as well as high-quality, low-cost technology, is fuelling the growth of digital advertising. The study establishes that digital advertising may influence brand impression and awareness, as well as generate favourable attitudes toward the offered items. Research, marketers, and advertisers may get useful insights on how to use content aspects to persuade customers to have a good attitude towards advertised products and brands.

Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement

Influencer marketing is an increasingly popular marketing strategy that uses social media "influencers" to market products or services. The background of Influencer marketing can be traced back to the rise of social media. As people rely increasingly on social media for information and social networking, companies recognize the potential of social media and want to use it for marketing their products and services. This paper examines the role of influencer marketing in three areas: brand message creation and communication and user interaction. The AASAL model and the consumer decision process model are used as the theoretical framework to study and validate the impact of influencer marketing on brand impressions and development. It is confirmed that influencer marketing uses influential individuals on social media to help build and communicate brand values, product messages, and service messages. These influential individuals, usually social media bloggers, internet celebrities or celebrities, are evident and influential in a specific field or topic and can attract many fans and followers. By connecting with these influential individuals and having them post relevant information about their brands, products or services, companies can help increase brand awareness and create a positive image for their brands by promoting their products and services among the influencers' fans. Influencers' fans usually trust influencers' recommendations and suggestions, thus increasing the interaction between users and the brand and greatly enhancing a company's brand awareness and sales. However, this marketing strategy also has some limitations and needs to be viewed and used critically.

The Effect of Brand Image and Price Perception on Netflix Video on Demand Subscription Decision

Along with technological advances, it has led to a shift in lifestyle, one of which is in the way of watching movies, which in the past could only be enjoyed through theaters, TV, and DVDs / VCDs, now it can also be enjoyed through streaming video service platforms, one of which is the Netflix application. This study’s goal was to ascertain how brand impression and pricing perception affected consumers’ decisions to subscribe to Netflix video on demand.. This research is quantitative in nature with primary data obtained from distributing questionnaires. The research sample used a convenience sampling technique of 100 respondents who are Netflix customers and live in Surabaya. Data analysis for this research is supported by SmartPLS 4.0. The findings of this study show that price perceptions and brand perceptions both significantly affect subscription decisions for Netflix video on demand in Surabaya.

EntrepRise Food Garden in Facebook: The Efficiency of Social Advertising among College Students

One of the most important social developments of the past ten years has been Facebook's meteoric ascent to prominence as a social networking site. Organizations seek to use Facebook for a variety of reasons, including to exchange and disseminate information, sell goods or services, maintain contact with current and new consumers, learn more about their customers, and obtain additional benefits. Some of these objectives are listed below. This study's objective is to investigate and evaluate the efficiency of using Facebook as a medium for advertising purposes. Facebook is the focus of this study. It will make an effort to explain how effective Facebook is as a site for advertising and how that relates to the benefits that may be acquired, and it will do so by demonstrating how effective Facebook is as a site for advertising. College students who frequently encounter Facebook adverts on their mobile devices are going to be the focus of a survey that will be carried out with the use of a random sampling method. Facebook is helpful in describing new products and promoting them in a way that either creates or improves brand impressions in a range of markets and cultural contexts. This may be accomplished in different ways. It is essential for businesses to have a working knowledge of how to promote on Facebook and other social media platforms, particularly if they intend to expand their customer base among college students. In particular, it is essential for businesses to have a working knowledge of how to promote on Instagram.

IMPROVING PURCHASING DECISIONS THROUGH PRICE PERCEPTION AND PRODUCT QUALITY: THE MEDIATING ROLE OF BRAND IMAGE IN BOTANICA APARTMENT

This research examines the impact of brand impression through the mediators of pricing perception and product quality on a buying decision for a Botanical Apartment. This study used primary data from questionnaires with a purposive sampling technique and the PLS-SEM (Partial Least Squares - Structural Equation Modelling) method to investigate the stated hypothesis. Two sessions were used to complete the PLS-SEM analysis in two phases. The reliability and validity analysis is the first stage, and the estimate and validation of the path coefficients and the robustness of the structural models are the second and third stages, respectively. For statistical analysis, using a sample of 220 respondents was taken from residents living in The Botanica Apartment and applying Smartpls V.3.2.9 to test the hypothesis of the influence of variables simultaneously and partially. Research findings show that brand image influences purchasing decisions, product quality affects the brand image, product quality affects purchasing decisions, price perception affects the brand image, and price affects purchasing decisions. In addition, the study revealed that product quality impacts brand image indirectly through purchasing decisions, and price perception impacts brand image indirectly through buying decisions.

The effect of the motion attributes of spokes-characters on app launch pages on brand memory

PurposeThe use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using animated or static spokes-characters with brand slogans on app launch pages.Design/methodology/approachUsing the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3 s vs 5 s), user engagement with spokes-characters and the level of attention to brand slogans.FindingsStudy 1 explores the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. The results show that when the launch time of the app is 3 s, the advertisement memory effect of using a static spokes-character is better than that of using an animated spokes-character; when the launch time of the app is 5 s, the advertisement memory effect of using an animated spokes-character is better than that of using a static spokes-character. Study 2 shows that user engagement with spokes-characters and the level of attention given to brand slogans play a continuous mediating role in the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory.Originality/valueThis paper contributes to the marketing literature by expanding the knowledge of spokes-characters and animated visual images, providing new insights for future research.

The Implementation of Japanese Animation (Anime) In Advertising

Anime has become a popular culture phenomenon in Japan and around the world. The use of anime in advertisements has become one of the most effective marketing strategies in Japan. This article discusses the use of anime in advertisements in Japan, as well as the advantages of using anime in advertisements.
 This article explains the popularity of anime in Japan and how it has become a part of the country's consumer culture. Then, this article also discusses how anime is used in advertising to attract consumer attention and increase product sales.
 Furthermore, this article discusses the advantages of using anime in advertisements, including being effective in reaching a young market, increasing brand appeal, and giving a more attractive and unique impression to the advertised product.
 In this article, it is also explained that the use of anime in advertising can also increase consumer engagement and build an emotional connection between brands and consumers. Apart from that, this article also contains examples of advertisements using anime, both in the private and government sectors.
 Anime can also help brands create positive and imaginative images that can enhance brand impressions. Overall, the use of anime in advertising in Japan has many advantages and is an effective marketing strategy.

The Implementation of Japanese Animation (Anime) In Advertising

Anime has become a popular culture phenomenon in Japan and around the world. The use of anime in advertisements has become one of the most effective marketing strategies in Japan. This article discusses the use of anime in advertisements in Japan, as well as the advantages of using anime in advertisements.
 This article explains the popularity of anime in Japan and how it has become a part of the country's consumer culture. Then, this article also discusses how anime is used in advertising to attract consumer attention and increase product sales.
 Furthermore, this article discusses the advantages of using anime in advertisements, including being effective in reaching a young market, increasing brand appeal, and giving a more attractive and unique impression to the advertised product.
 In this article, it is also explained that the use of anime in advertising can also increase consumer engagement and build an emotional connection between brands and consumers. Apart from that, this article also contains examples of advertisements using anime, both in the private and government sectors.
 Anime can also help brands create positive and imaginative images that can enhance brand impressions. Overall, the use of anime in advertising in Japan has many advantages and is an effective marketing strategy.

The Impact of Brand Awareness on Customer Loyalty in Selected Food and Beverage Businesses in Lagos State Nigeria

The pursuit of competitive advantage and increase in customer brand loyalty post-pandemic have compelled businesses to be strategic, particularly regarding brand awareness decisions. However, shaping brand management, increasing brand awareness development and adaptation which are critical activities in modern marketing has been an issue in developing nations like Nigeria. The purpose of this study is to examine effect of brand awareness on customer-loyalty in the food and beverage industry in Lagos State, Nigeria. This study used survey research design facilitated through a structured research instrument. Using quantitative method six hundred respondents from the selected food and beverage companies in Lagos state participated and data was collected using questionnaire. A total of 600 copies of questionnaire were administered to the respondents with a response rate of 100.00%. The collected data was analyzed and presented both in descriptive and inferential analysis. The findings of this study revealed that brand awareness have significant positive effect on customer loyalty. Based on the findings of this study it is concluded that brand awareness (brand impression, brand competence, and brand value) are a strategic tool for achieving customer loyalty in food and beverage industry in Lagos state, Nigeria and that brand awareness has significant effect on customer loyalty in food and beverage industry in Lagos state, Nigeria. Hence, this study recommends that the food and beverage industries in Lagos state, Nigeria should apply brand impression, competence, management and value in order to maintain customer brand loyalty and competitive advantage

Brand management and sustainability: exploring potential for the transformative power of brands

The aim of this Special Edition of six papers is to advance our knowledge of the role that brands can adopt in meeting various objectives of sustainability. Each article advances important insights on complementary aspects of sustainability and branding which we frame around a capabilities framework that reflects the dynamic need to meet shifting societal expectations. Specifically, the papers highlight the need to critically research, understand and communicate effectively to key audiences before investing in sustainability or corporate social responsibility (CSR). Each of the papers represents one or more capabilities. The first capability represents achieving a relevant brand fit of values—whether via green environmentalism, via establishing corporate brand impressions, or through adopting types of CSR whose effectiveness might vary between luxury and mass-market brands. The second capability represents acquiring sensitivity to worldview beliefs or through careful framing of CSR that can impact differentially on commitment and brand attitudes. The third capability represents alignment of stakeholder values through collaboration. Finally, we suggest future research directions of sustainable brand practices, including studies into the internal capabilities of brands and how different groups of stakeholders might interact with brands.