Brand Marketing Research Articles

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building.

지각된 브랜드명성이 브랜드인게이지먼트에 미치는 영향

Purpose - This study aims to determine the impact of brand prestige on brand self-congruity and brand consciousness in the luxury brand setting, and the moderating role of brand trust in these relationships. In addition, we aim to confirm the impact of brand self-congruity and brand consciousness on brand engagement, and the moderating role of brand commitment in the relationship between these constructs. Design/Methodology/Approach - In this study, SPSS 27.0 and AMOS 26.0 statistical packages were used to confirm the validity and reliability of the data. Research hypotheses were tested using structural equation modeling (SEM). Convergent validity was analyzed using confirmatory factor analysis (CFA), and discriminant validity was confirmed using correlation analysis. Findings - Brand trust fully mediated the relationship between brand prestige and brand self-congruity, and partially mediated the relationship between brand prestige and brand consciousness. However, brand commitment was found to be insignificant in the relationship between brand self-congruity and brand engagement, but was found to be partially mediated in the relationship between brand consciousness and brand engagement. Research Implications - Luxury brand marketers and managers must increase brand trust so that consumers can have a high level of loyalty to the brand, and identify with the brand. Additionally, it is necessary to encourage active engagement in luxury brands by increasing brand commitment.

The Effect of Female College Students’ Perfume Consumption Propensities on Brand Attitudes and Brand Equity

The purpose of this study is to analyze the effects of female college students’ perfume consumption propensities on their brand attitudes and brand equity and to provide the fundamental data essential to establish a perfume brand marketing strategy. From August 14 to 28, 2023, an online questionnaire survey had been conducted with female college students who experienced any purchase of perfume. A total of 316 data were used for a final analysis. The results are as follows. First, regarding the effects of female college students’ consumption propensities on their brand attitudes towards perfume, more propensities for resource saving, planned purchase, and impulse buying-which are sub factors of consumption propensities-indicate higher brand attitudes. Second, regarding the effects of their consumption propensities on their brand equity for perform, more propensities for planned purchase, resource saving, and impulse buying indicate higher brand equity. Third, the impulsive buying tendency was the highest in the consumption tendency, and the resource saving tendency and planned buying tendency were high in the brand equity and the brand attitude. Based on the study results, it is considered that the study will be able to help to make reliable brand products in consideration perfume consumption propensities and to activate the perfume market.

Exploring Brand Loyalty in Online Shopping: The Context of Vietnam's Household Appliances Market

In the dynamic e-commerce landscape, where online shopping has become a fundamental aspect of consumer behavior, a profound comprehension of the factors influencing brand loyalty is imperative for businesses striving to excel in the digital marketplace.This study aims to investigate the factors influencing brand loyalty of consumers in Viet Nam, with a specific focus on household appliance brands. Additionally, it seeks to elucidate the mediating role of customer satisfaction and brand trust in influencing brand loyalty. The study provides valuable information for developing effective brand strategies, helping strengthen customer loyalty, and increasing market share for home appliance brands. The research will employ a qualitative and quantitative approach, gather primary data through a structured questionnaire survey. The data analysis will be conducted using Smart PLS 4 and SPSS 26. The results of the study indicate that there are several factors influencing brand loyalty, including brand image, brand indentification, brand awareness, brand trust, and customer satisfaction. This underscores the importance of applying the research findings to optimize brand management and marketing strategies. Paper type Research paper

Social Media Marketing Initiatives and Brand Loyalty

Background: Social media advertising strategies have radically changed how brands interact with consumers and cultivate brand loyalty. The study's principal objective was to identify the influence of social media marketing activities on consumer brand loyalty toward shopping goods. Methods: The study used primary data from a structured survey questionnaire with the six-point Likert scale sent to Nepalese customers. The study's sampling was convenient, and the Kathmandu-based location was chosen as the sample site. The study's population was the consumers of consumer shopping goods. People who purchase consumer shopping items were given 600 surveys, but only 395 usable questionnaires were collected. Results: Through the path analysis, the influence of the credibility of social media significantly and positively influenced brand loyalty (β = 0.165, p < 0.05). It was also found that the informativeness of social media significantly impacted brand loyalty toward consumer shopping goods (β = 0.130, p < 0.05). Likewise, it was also investigated whether social media entertainment significantly impacts brand loyalty (β = 0.426, p < 0.05) toward consumer shopping goods in the Nepalese market. Conclusion: By leveraging the power of social media venues to engage with customers, deliver pertinent content, and create personalized experiences, businesses may cultivate a strong emotional connection with their target audience, increasing brand loyalty and trust. Novelty: The study results show how future researchers and business people can look at the new conditions for market growth.

THE IMPACT OF BUSINESS REPUTATION ON ENSURING THE ECONOMIC SECURITY OF A COMPANY

The article offers a theoretical analysis of the influence of reputation on a company's economic stability and practical insights for businesses in monitoring and evaluating reputation to uphold economic security. For monitoring a company`s reputation, authors recommend applying the reputation dimensions (drivers) formulated by RepTrak Company. The article underscores the pivotal role of a resilient, positive reputation in attracting skilled employees, strengthening brand marketing efforts, and fostering long-term customer loyalty. It also highlights the dire consequences of a damaged reputation, which can negatively affect economic security—creating financial setbacks, hindering the company's advancement, and more. This underlines the pressing need for reputation management and the imperative for businesses to be proactive in this area for favorable market development.

Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability

This study examines the complex relationship among brand association, image, loyalty, and attachment and perceived product quality. It also examines how brand likeability moderates this relationship. The study investigates these dynamics to determine how consumer-brand interactions affect product quality perceptions. Customers evaluate product quality beyond intrinsic qualities in competitive markets. Brand association, image, loyalty, and attachment form these values. Understudied is brand likeability's moderating role in these correlations. Analyzing consumer-brand interactions on product quality fills this gap. This study uses a quantitative-methods approach. A varied sample of consumers is asked about brand association, image, loyalty, attachment, product quality, and likeability. Analysis of direct and moderated effects uses structural equation modeling (SEM). The study found that brand association, image, loyalty, and attachment significantly impact perceived product quality. Consumers with strong positive associations, a positive brand image, great brand loyalty, and a profound emotional commitment to a brand see its items as higher quality. In particular, brand likeability moderates these relationships. Brand likeability enhances the effects of brand association, image, loyalty, and attachment on product quality. Brand-related characteristics greatly influence customer product quality perceptions when they like a brand. This study provides valuable insights for brand managers and marketers. First, it stresses the necessity of positive brand associations, images, loyalty, and attachment to boost product quality. Second, brand likeability amplifies these brand variables. Brands should provide engaging, realistic, and emotionally appealing experiences to increase likeability. Understanding these relationships can help marketers brand and communicate products, influencing consumer quality perceptions. This study adds to marketing literature by analyzing how brand connection, image, loyalty, and attachment affect product quality. Brand likeability moderates consumer-brand interactions, revealing their complexity. This research helps brands and marketers improve branding and consumer interactions, enhancing product quality and brand success.

Factors Affecting Consumer Behaviour In Indian Fashion Retail Industry- A Study Of Recent Trends And Preferences.

This study investigates the multifaceted realm of consumer behavior within the Indian fashion retail industry, focusing on the intricate interplay of various factors shaping purchasing decisions. With an ever-evolving market landscape, understanding recent trends and preferences becomes paramount for businesses striving to remain competitive and relevant. Drawing upon a comprehensive review of literature and empirical research, this paper aims to dissect the intricate web of influences that drive consumer behavior in the Indian context. Key factors such as cultural nuances, economic dynamics, social influences, and technological advancements are scrutinized to unravel their impact on consumer preferences and buying patterns. Through surveys, interviews, and data analysis, insights are gleaned into the evolving tastes and preferences of Indian consumers in the realm of fashion retail. Additionally, the role of marketing strategies, brand perception, and customer experience in shaping consumer decisions is explored. The findings of this study not only provide valuable insights for businesses operating in the Indian fashion retail sector but also contribute to the broader understanding of consumer behavior dynamics in a rapidly evolving market environment. By staying attuned to the pulse of consumer preferences and adapting strategies accordingly, businesses can navigate the complex terrain of the Indian fashion retail industry with agility and foresight.

Contribution to Informal Economy; Voice of Women Artisans of India

Art is not just a part of life; for some, it’s life itself! and this life is being lived to the fullest by the women artisans who not only nourish the art like their own kin but also help in promoting the GDP and shaping the economy of the country. According to the International Trade Centre, women make up for 70% of the global handicraft workforce. Here, through this exhaustive research, we shall analyze the contributions, challenges, solutions and outcomes of the voice of women artisans in India and how In- dia’s GDP has got a boost indirectly with women artisans taking the center stage. A KPMG study estimated that approximately 7.3 million people depend on handicraft and allied activities for livelihood. The handicraft and handloom sector in India is a Rs 24,300-crore industry and contributes nearly Rs 10,000 crore annually in export earn- ings. Women Artisans of India and the tribal communities gearing up with their act is tru- ly inspiring amidst the brand market of the world where handmade threads and knots are giving a run for the money to the machine made and robotic assembled goods. Vocal for local and its impact which not only promotes self reliability in the tourism sec- tor but even sustainability and is environment friendly is another feature that is touched upon with reference to Indian handicrafts and emergence of new startups promoting an-cient Indian techniques is another interesting feature. Self help group and NGOs sup- porting the economic development especially during the COVID pandemic times where this industry was the worst hit has been he life savior of this massive Industry. Digital empowerment ensuring higher market reach and faster market capture is the tool that does the trick with women artisans voicing in their concerns and asking for a leading hand not for their support from the masses but an indirect upliftment via awareness generated in the market. This awareness is the gateway to Education.

The Characteristics of Enterprise Brand Marketing in the New Media Era

With the advent of the new media era, new media technology has been gradually integrated into the marketing communication strategy, and for the brand marketing of enterprises, communication development has created new opportunities to expand the new development space. In the face of various apps such as Tiktok, YouTube, Instagram, etc., which are produced under the background of new media, the brands of various enterprises have also produced new marketing and communication methods. The emergence of new media technology makes the traditional communication strategy can no longer meet the enterprise brand publicity, enterprises need to penetrate the market to achieve higher visibility must be adapted to the new development trend, change the traditional marketing model and innovation. This paper starts from the enterprise brand, analyzes the characteristics of enterprise brand marketing communication in the context of the new media era and then elaborates on a series of problems in the process of enterprise brand communication and puts forward effective measures to help the brand to innovate the marketing mode and enhance the visibility in the new media era.

Research on Marketing Strategy -- Taking the Usmile as an Example

This paper mainly studies the development and rise of the usmile and its marketing strategy under the era of digital media marketing and oral health concerns across the country. The main research topic is what kind of data, market background investigation and trend are used by the usmile to innovate marketing strategies, and whether these marketing strategies have an actual impact on the market and the scope of impact. At the same time, research the brand background and brand vision to know the basic core of the brand marketing. In the whole research process, the 4P theory is applied to study the marketing strategy of the usmile by analyzing the four major directions of the usmile brand, including product, price, promotion and place. At the same time, the marketing strategy of the usmile is studied by investigating market data and comparing charts and data of the same products and brands.By studying the marketing strategies of the usmile, this paper can gradually get to know the full range of digital media marketing strategies, master and accumulate same marketing methods to give targeted suggestions to the usmile and understand the fundamental role of basic marketing for other brands of the same brand or even different brands.

Marketing Strategy of Sponsorship Events and Celebrity Endorsement to Increase Consumer Brand Awareness of Kapal Api Products

This research was conducted to examine the influence of event sponsorship on brand awareness. Addressing this theme in a journal is of significant value in terms of contributing to industry understanding, knowledge development, and practical applications in brand marketing strategies like Kapal Api. The study employed a qualitative approach by reviewing previous research and relating it to a case study of Kapal Api. Based on the case study of Kapal Api, Indonesian badminton athletes play the role of celebrity endorsers for the Kapal Api brand. The compatibility of a celebrity endorser with a product refers to the alignment of the celebrity's image, values, and behaviors with the desired impression of the advertised brand. The findings of the research indicate that the sponsorship strategy implemented by Kapal Api successfully increased consumer brand awareness, particularly among badminton enthusiasts. The study also demonstrates that the inclusion of celebrity endorsers, specifically badminton athletes, further enhances the success of Kapal Api's event sponsorship strategy. The study highlights the potential effectiveness of sponsorship events and celebrity endorsements in increasing consumer awareness of Kapal Api products. This suggests that implementing these strategies could lead to heightened recognition and visibility for the brand among consumers.

The Effect of Augmented Reality Interactivity on Consumer Brand Engagement — A Chain Mediating Model

The use of augmented reality (AR) technology has changed the way companies and consumers engage with brands. Although some theoretical literature points out that the interactivity of augmented reality helps to improve consumer brand engagement, there is a lack of systematic empirical research on how the interactivity of augmented reality affects consumer brand engagement through process mechanisms. Based on the understanding of existing research gaps, relying on the theory of social presence and brand authenticity and 368 online questionnaire data, we constructed a structural equation model containing the chain mediation effect, and explored the chain mediation effect of social presence and perceived brand authenticity, as well as the moderating effect of psychological ownership and self-consistency. The results indicated that (1) augmented reality interactivity had a significant positive effect on consumer brand engagement; (2) social presence and perceived brand authenticity had a significant positive effect on consumer brand engagement; (3) social presence and perceived brand authenticity partially mediated between augmented reality interactivity and consumer brand engagement, and together they acted as a chain mediator; and (4) Psychological ownership positively moderates the relationship between social presence and consumer brand engagement; (5) Self-congruence positively moderates the relationship between perceived brand authenticity and consumer brand engagement; and (6) Consumer brand engagement has a significant positive effect on word-of-mouth communication and brand use intention. This study enriches the research on the interface between augmented reality technology and brand management, and provides practical significance for enterprises to utilize AR technology for brand marketing.

The Influence of Market Entry Strategies on the Success of Digital Service Innovations in the Mobility Sector

The phenomenon of servitization paired with digitalization has resulted in an emerging research stream referred to as digital service innovation (DSI). DSI has attracted much interest in academia and industry, given its increasing economic importance. However, extant innovation research still exhibits a strong product innovation focus and limited attention to the end of the innovation process, especially the determinants of innovation success. We investigate the role of market entry strategies for DSI success in digital service and platform settings. Drawing on a novel sample of 325 DSIs in the mobility sector, we examine the role of three types of market entry strategies, that is, market entry order, brand extensions, and home country advantage on the success of the DSI. The results indicate that early market entry and individual brands rather than extensions of existing brands are relevant determinants of DSI success, and that this impact depends on the level of business model innovativeness and competitive intensity. By examining the uniqueness of market entry strategies for DSI success, this paper adds novel insights for DSI and their success factors to the digital and service innovation literature. In doing so, we also suggest essential strategies that help practitioners advance DSI performance.

Research on the Marketing Strategy of Beneunder in China

In recent years, with the widespread popularization of outdoor sports culture and sports awareness in China, outdoor activities have evolved from a niche interest to widespread sports and relaxation in society. Especially against the backdrop of the pandemic and the reduction of social distancing, low-intensity and recreationally lightweight outdoor activities have gained popularity among urban youth. Consequently, the popularization of lightweight outdoor activities has led to the flourishing development of the market for lightweight outdoor activity brands. This study takes the Beneunder brand as a case study, utilizing the SWOT analysis to explore the brand's marketing strategies in the Chinese market systematically. A detailed analysis and summary of the strengths and weaknesses of its marketing strategies will be conducted, and corresponding strategic and optimal suggestions will be proposed. Beneunder, with its co-branding efforts, accurate market positioning, and mature sales channels, has successfully entered the Chinese market for lightweight outdoor activities. However, challenges arise due to weak offline sales capabilities and insufficient investment in scientific research, hindering the brand's development. Faced with competitors from specialized outdoor brands and the impact of negative public sentiment, Beneunder must seize market demands and enhance product design and quality to further achieve brand upgrading.

INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS

In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.

Marketing Strategies for Luxury Brands in the Chinese Market: Based on the Evolution of Consumer

This paper explores the development and evolution of luxury brand marketing strategies in the Chinese market from 1992 to the present through a diachronic analysis. It divides the development of China's luxury market into four phases: the initial entry period, the golden development period, the localization period, and the global leadership period. This paper explores the evolution of consumer psychology by analyzing consumers' views on luxury goods and the meaning of luxury consumption to consumers in different periods. Based on this, this paper delves into how the marketing strategies of luxury brands in China have changed in response to the changes in consumer psychology, and explores the dual relationship between the marketing strategies of luxury brands and the psychology of consumers from a macro-historical perspective. The paper has found that Chinese traditional culture and Western values have jointly shaped consumer behavior, reflected in the pursuit of social value and individual expression through luxury goods. Luxury brands, on the other hand, continue to inject fresh impetus into their growth in the Chinese market through constant localization, digitalization, and youthful marketing strategies.

Analysis of Huawei's New Energy Vehicle Business Marketing Strategy--Based on the AITO Askworld Sub-brand

China's new energy automobile market is booming, Huawei as a communication giant, it crosses into the automobile industry, which has a lot of uniqueness compared with traditional car companies and is even more innovative in its marketing strategy, The success of a car brand depends not only on product quality, but also on effective brand marketing strategies. By cleverly positioning the market, communicating brand values, and enhancing brand awareness, automobile manufacturers can stand out in the fierce market competition and attract and retain more consumers. This paper firstly introduces the background and development history of Huawei's automotive business and analyzes its main competitors; then based on 4P marketing theory, it replaces the traditional promotional strategy with the analysis of digital marketing innovation, i.e., from the four aspects of product strategy, pricing strategy, digital marketing innovation, and channel strategy, it comprehensively analyzes Huawei's new energy automotive business marketing strategy; then it evaluates and gives an explanation of its product strategy and channel strategy; then it evaluates and explains its new energy automotive business marketing strategy. strategy and channel strategy and give relevant suggestions.

The influence of spokesperson choice and product newness on consumer purchase intention

PurposeThis study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.Design/methodology/approachThis research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.FindingsThe research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.Originality/valueThis study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.

Инновационный подход к созданию и маркетингу международного В2В бренда в условиях олигопольного рынка

статья посвящена исследованию инновационных подходов к созданию и маркетингу международного B2B бренда малого бизнеса в автомобильной индустрии. В частности, раскрываются вопросы укрепления и продвижения бренда малого бизнеса, представляющего под собой нишу в автомобильной индустрии, ориентированную на В2В сегмент клиентов (оказание услуг или реализация товаров бизнесу). Выявляется, что в условиях олигопольного рынка, высокой конкуренции и ограниченности ресурсов для традиционного маркетинга, инструментарий «обычных» методов продвижения становится практически невостребованным в малом бизнесе ввиду низкой эффективности вложений. Определяется, что низкая доступность и эффективность традиционного маркетинга стимулирует малые компании организовывать партизанский маркетинг, основанный на креативности, инновационности, технологичности и не требующий значительных капитальных затрат. Описываются достоинства, недостатки и особенности партизанского маркетинга на примере В2В рынков. Подчеркивается, что партизанский маркетинг становится перспективным и доступным для малого бизнеса способом привлечения внимания и формирования устойчивого бренда, демонстрации долгосрочной направленности и надежности бизнеса. Выделяются некоторые инструменты партизанского маркетинга и отмечаются примеры их применения. По итогам исследования делаются выводы о глобальном значении партизанского маркетинга в решении задач развития присутствия бренда с локальных рынков до уровня международного бренда, востребованного по всему миру. this article explores innovative approaches to creating and marketing an international B2B brand for small businesses in the automotive industry. It specifically addresses the strengthening and promotion of a small business brand that represents a niche in the automotive industry, targeting the B2B customer segment (providing services or selling goods to businesses). It is identified that in an oligopolistic market, with high competition and limited resources for traditional marketing, the toolkit of "conventional" promotion methods becomes almost redundant for small businesses due to the low efficiency of investments. It is determined that the low accessibility and effectiveness of traditional marketing encourage small companies to organize guerrilla marketing, based on creativity, innovation, technology, and not requiring significant capital expenditures. The advantages, disadvantages, and characteristics of guerrilla marketing in the context of B2B markets are described. It is emphasized that guerrilla marketing becomes a promising and accessible way for small businesses to attract attention and form a sustainable brand, demonstrating long-term orientation and business reliability. Some tools of guerrilla marketing are highlighted, with examples of their application noted. The study concludes with the global significance of guerrilla marketing in solving the challenges of developing a brand's presence from local markets to the level of an international brand demanded worldwide.