Brand Marketing Research Articles

Greenwashing – The Dark Side of Eco-Friendly Marketing. A Case Study from Slovakia

Greenwashing is the practice of making false or misleading claims about the environmental benefits of a product or service. The purpose of this study is to examine consumers’ perceptions and experiences in relation to the greenwashing tactics used by Slovak businesses within the framework of environmental health policy. In the present study, we used data obtained through an inductive qualitative research design according to consolidated criteria. From 14 participants aged 20-45, using reflexive thematic analysis, we analysed three semi-structured focus group interviews. Four descriptive themes were created: (1) Individual and interpersonal determinants of consumers; (2) Marketing and organisational determinants of brands; (3) Public policy of the environment and health of the Slovak Republic; and (4) Environmental sustainability and ecological protection. The findings of our study confirmed that greenwashing often relies on buzzwords to reel in consumers, making them believe that the products they purchase are biodegradable or ethically sourced. The observed deterioration of consumer trust in product brands as a reaction to greenwashing threatens the potential of green marketing and contributes to damaging the reputation of the producers. One solution could be disseminating information on how customers can verify the authenticity of organic products through public and social media.

How luxury brands appeal to young consumers: a different focus

PurposeAdvances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To this end, this paper aims to provide a forward-looking approach to creating luxury experiences targeted toward young consumers by proposing a new experience consumption framework.Design/methodology/approachThis paper presents a viewpoint on creating luxury experiences that address the changing dynamics of the luxury industry by responding to the disruptive surge of young consumers and their growing preference for digital connections.FindingsThe authors develop a new experience consumption framework which demonstrates how luxury brands can successfully engage young consumers and fulfill their desire to share experiences with others by leveraging sustainable participation and digital technologies. The framework identifies different sustainable and digitally immersive experiences that luxury brands can incorporate for their young consumers.Originality/valueThis paper offers important managerial insights for luxury fashion brand marketers and identifies future research opportunities to advance knowledge in this field.

Qualitative analysis of UK women's attitudes to calorie-based alcohol marketing and alcohol calorie labelling.

Mandatory standardized nutritional information on alcoholic drinks such as energy, or calorie labelling, is a population-level public health measure aimed at addressing obesity and alcohol consumption. In the UK, such measures are not a statutory requirement, but some alcohol brands do include references to calories on their products and in their marketing materials, as a marketing strategy to encourage sales and consumption. This article presents findings of semi-structured individual (N = 43) and group (N = 9) interviews with 78 women living in the UK that aimed to gain insight into their attitudes towards calorie-based alcohol brand marketing, and alcohol calorie labelling (ACL) as a health policy. Three themes are presented that outline how women rejected calorie marketing and labelling; the potential positive and unintended impact on alcohol consumption and dietary/eating practices; and how views on calorie labelling were intertwined with women's attitudes towards marketing that draws on calorie messaging. A feminist anti-diet discourse, as well as a discourse of pleasure through alcohol consumption, was at play in women's accounts, which may limit the intended aims of ACLs. It is concluded that ACLs should be considered within the wider commercial context of alcohol marketing that draws on calories to promote sales and consumption, consideration of the gendered factors that may lead some to reject ACLs as a health policy, and the potential for unintended consequences.

ANALYSIS OF THE EFFECT OF PRODUCT QUALITY ON CONSUMER SATISFACTIONINSTANT NOODLES

Currently, instant noodle brands in the Indonesian market are growing with the emergence of new local brands that offer a variety of product innovations. Competition is occurring not only with new local brands but also with imported instant noodle brands, which are starting to appear in the Indonesian market. The intense competition that occurs makes the brand of instant noodle products must be able to provide quality products in order to be able to maintain and advance their business and provide satisfaction to consumers. As a pioneer for instant noodle products in Indonesia, it does not make Supermi the best-known and best-selling product in the Indonesian market. Consumer satisfaction is one of the important factors for a brand to be an option for consumers in choosing a product. In increasing consumer satisfaction, product quality is one of the influencing factors. This study applied a quantitative descriptive method through a purposive sampling technique and a total sample of 226 participants. The results obtained from the research show that product quality has a positive and significant influence on consumer satisfaction for Supermi products.

Understanding the potential of market and brand orientations: An empirical investigation of the mediating role of brand equity on business performance

Brand Orientation and Market Orientation have been demonstrated to exert a significant impact on brand equity. Moreover, brand equity serves as a crucial link connecting these orientations to company performance. However, the existing literature presents a substantial gap in understanding this relationship, particularly within the context of India. To address this gap, this study proposes an innovative framework for examining the interplay between brand orientation, market orientation, business performance, and brand equity. A survey was done in northern India using a causal study design to determine cause-and-effect correlations among the components. The participants were asked to respond to an English-language questionnaire. The outcomes of the structural equation modeling (SEM) analysis support all of the proposed hypotheses. The findings of this study carry significant implications for businesses aiming to optimize their brand and market orientations while capitalizing on their brand equity to enhance their overall performance. This research offers fresh insights for businesses operating in diverse cultural and economic contexts through its innovative methodology and empirical evidence. Businesses can enhance their brand and reputation, launch tailored offerings, and gain a competitive advantage through market and brand orientation. The framework developed in this study can be adapted to other emerging economies or even larger organizations. For both businesses and academics, this research serves as a valuable resource, providing a deeper comprehension of the intricate relationship between brand orientation, market orientation, company performance, and brand equity in India and beyond.

The biggest brand in the dental market is the dental surgeon

Many still don't understand this new movement, which is not a "fad" but an established market trend, and belongs to the initial phase of this new era in which we live: the Age of Influence. In the previous editorial, we discussed the changing eras and their respective changes in market models.

The significance of diversity positioning in higher education for branding and marketing

ABSTRACT This study offers important context for understanding why educational institutions ought to modify their recruitment marketing strategies to incorporate a multicultural perspective. African American, Asian American, Hispanic, International, and Native American student ratios are greater in institutions with a broadly varied faculty. Yet very few schools use metrics related to racial and ethnic diversity for brand marketing and benchmarking when utilizing online, offline, and social media tactics. The discovery has implications for creating admissions brochures that are designed to convey the institution's inclusiveness. This is a crucial component of every college’s and university's recruitment campaigns. Genuine interactions between students and faculty from similar demographic backgrounds should be portrayed in photo illustrations. For more than 2000 Carnegie-classified schools, we rank faculty and student diversity indices and provide higher education marketers with quartile statistics to utilize as a differentiator.

Mapping the sustainability branding field: emerging trends and future directions

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. Findings The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. Practical implications This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

Differential Analysis of Luxury Brand Extension Strategies in Different Cultural Contexts

With the acceleration of globalization and the increasingly fierce competition in the market, luxury brands are facing many challenges in the process of seeking sustainable growth. As an important strategic tool, brand extension strategy is of great significance to the growth and development of luxury brands. Nevertheless, there are differences in consumers' perception and acceptance of luxury brands under different cultural backgrounds, which makes it necessary for luxury brands to consider the influence of cultural factors when implementing extension strategies. This paper emphasizes the importance of cultural sensitivity in luxury brand extension strategies. Firstly, this paper explains the definition and importance of luxury brand extension strategies, and through comparing the cases of luxury brand extension strategies in different cultural contexts, the paper provides references for luxury brands to formulate extension strategies that are more in line with their target markets, so as to enhance their brand value and market competitiveness.

Whether There Will Be Domestic Luxury Clothing Brands in China

In recent years, with the improvement of China's overall economic level, China's luxury goods market has also been expanding, becoming a major consumer of luxury goods. However, the competition in the luxury goods market is fierce, but there are no local luxury brands in China. This paper analyzes whether domestic luxury brands will appear in China by studying the behavior of Chinese consumers and the current development status of Chinese luxury goods. While it is uncertain whether domestic luxury goods will emerge in China, the rapid growth of the Chinese luxury market and the rise of Chinese domestic brands suggest that the possibility is increasing. The inroads made by Chinese domestic brands in the luxury market are providing more choices for Chinese consumers and driving change in the global luxury market. In the future, as China's domestic brands continue to grow, we can expect to see more made-in-China luxury goods emerging in the international market.

The Communication Strategy of Luxury Brands in China and the Benefit and Threats in Chinese Market to Improve in Localization-Taking Louis Vuitton as an Example

China's economy is growing rapidly. The consumption of luxury goods has ushered in a new era. Chinese market used thirty years' of change and discovery to accomplish the task that western countries finished in one century. Many luxury brands have pressed the accelerator button in the layout of the Chinese market. The occur of many luxury brands gives Chinese market unprecedented vitality and change the pattern of the world luxury market. From another perspective, the popularity of luxury goods in China is inseparable from the communication strategy of luxury brands in China. LVMH as a typical representative of luxury brands, it shows dignity to Chinese consumers through a variety of communication methods to present a noble and luxurious but friendly brand image, this successful communication strategy has set an example for Chinese luxury brands to follow and learn from. This paper conducts a comprehensive and profound analysis and research on Louis Vuitton's marketing methods in China, its advantages and disadvantages in the market, and how to improve them, so as to further provide useful experience for luxury brands in the Chinese market.

A Study on the Impact of Louis Vuitton's Business Strategy

This paper delves into a comprehensive analysis aimed at understanding the multifaceted impact of Louis Vuitton's business strategy across its operational domains. The research is concentrated on four pivotal areas: Firstly, it scrutinizes the brand's sales performance and its evolving audience, both within physical stores and the digital realm. This includes an exploration of foot traffic patterns, an assessment of marketing methodologies, and an evaluation of the customer experience, both online and offline. Secondly, the study meticulously examines Louis Vuitton's promotional endeavors, encompassing aspects such as advertising campaigns, celebrity endorsements, and various marketing initiatives, providing insights into their contributions to brand visibility and market appeal. Thirdly, the paper delves into Louis Vuitton's adaptability and innovation in refining its product line and mix, addressing the brand's ability to respond to shifting market demands and consumer preferences. By conducting a thorough analysis of these dimensions, this study aspires to offer an in-depth understanding of the far-reaching implications of Louis Vuitton's business strategy. In doing so, it contributes to the discourse surrounding strategic management, marketing, and the dynamics of the luxury fashion industry.

Strategi Humas Politeknik Kesehatan Palu Dalam Menarik Calon Mahasiswa Baru

The aim of this research is to examine the Public Relations (PR) strategies within the Public Relations Department of the Ministry of Health Polytechnic (Poltekkes) Palu in attracting prospective new students. The study employs Ronald D. Smith's Strategic Planning for Public Relations, which categorizes its steps into four phases: formative research, strategy, tactics, and evaluative research. The research methodology used is a qualitative approach with a case study. Data is collected through observation and interviews with key informants from the Public Relations Department of Poltekkes Palu and relevant stakeholders. The findings from the formative research phase indicate that Poltekkes Palu's PR has identified several conventional strategies that are not effective in attracting new students, such as brochures, banners, and traditional forms of socialization. In the strategy phase, Poltekkes Palu plans to create podcasts to build brand awareness and market through social media as part of a broader marketing tactic. Social media is deemed a highly relevant channel, especially for reaching high school students. During the evaluation of the previous academic year, the Public Relations Department of Poltekkes Palu recognized valuable insights into the shortcomings of their strategies for student recruitment. The evaluation results show that the use of social media and digital marketing was not fully implemented in the previous academic year. Therefore, evaluative research serves as the foundation for identifying areas of improvement and refinement.

Spreading the aroma of spices across India: the brand of JK Masale

Research methodology Interviewing the protagonist and collecting information from secondary resources such as company documents, company and competitor websites, industry reports and online databases like Euromonitor International. Case overview/synopsis The case explores the metamorphosis of JK Masale from a small-scale family business in India to a regional player. Over a period of six decades, JK Masale (JKM) has emerged against the backdrop of a fiercely competitive spice industry. India, being a confluence of varied regional cultures, poses a diverse consumption pattern. It varies to a great extent with respect to the specific food habits prevalent in each climatic zone of the country. While the brand had successfully captured the Eastern Market and the western market of the country, Mr. Vikash Jain, Managing Director of JK Masale, contemplated to venture in Southern India and introduce new product categories. The case delves into one of the major challenges faced by JKM over the brand architecture and labelling across product categories. Thus, the case provides an excellent opportunity for budding managers to: analyse the company’s performance in the backdrop of a dynamic competitive environment; understand the nature of strategic decision-making and its appropriateness for a small family-owned business; evaluate a brand amongst brands on the architectural framework and select appropriate brand architecture for new products; and understand applicability and risks associated with growth strategies. Complexity academic level The case study can be positioned in both undergraduate and postgraduate level programs for courses on marketing strategy and brand management. Primarily, this case would be ideal to discuss brand relationship and brand architecture in the given context. Instructors have an option to cover concepts like market structure, company analysis, growth strategies and emergent and deliberate strategy through the case.

Augmented reality marketing and consumer‒brand relationships: How closeness drives brand love

AbstractMarketers use augmented reality (AR) to place virtual brand‐related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non‐AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre‐/post‐use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.

Strategi Pemasaran Digital dan Branding Rawon Premium By Salina Kitchen Melalui Instagram

This community service program focused on enhancing branding and digital marketing strategies for Salina Kitchen, a culinary business in Jakarta. The primary objectives were to optimize packaging sticker design and to boost engagement through the business's Instagram account. Conducted from September 23 to December 15, 2023, the program involved consumer surveys and SWOT analysis. Results indicated a significant improvement in customer satisfaction with packaging design and digital marketing performance. Effective use of hashtags on Instagram expanded the reach to non-followers. The program successfully identified key strategies in branding and digital marketing that can be implemented to enhance the performance of culinary businesses.

The Influence of the Instability Factors of Influencer Marketing on Brand Marketing -- Based on the Analysis of Florasis's Influencer Marketing Event

This study explores the impact of the instability of influencer marketing on brand marketing in the context of China's mobile Internet boom. With over 1.08 billion mobile Internet users, social platforms like TikTok have emerged as significant e-commerce channels. Influencer marketing, driven by influencers, plays a crucial role in connecting with targeted consumers. The research focused on the theme "The Influence of the Instability of Influencer Marketing on Brand Marketing," utilizes qualitative methods, particularly the process tracking method in case studies. The chosen case for analysis is the Florasis influencer marketing event. The study combines relevant theories, agenda-setting, opinion leaders, and the SOR model of consumption to investigate instability factors and their impact on brand marketing. Instability factors are classified into subjective factors of the influencer, packaging by the influencers team, and three characteristics of the influencer. The analysis identifies causes and influencing factors contributing to the instability of influencer marketing. The study concludes that the instability of these live streams poses risks and impacts on brand marketing, emphasizing the need for corresponding countermeasures in brand marketing strategies and collaborations with Key Opinion Leaders(KOLs).

The Effectiveness of Influencer Marketing in Promoting Sustainable Lifestyles and Consumer Behaviours

Influencer marketing is a kind of marketing across social media platforms involving endorsements, recommendations, support, and product placement from influencers. Influencers are usually people online that have a large following on social media and use this identity to influence the opinions and behaviours of their audience. Influencer marketing is a powerful tool to reach the people in this generation, and that can also be used to promote sustainable lifestyles and consumer behaviour. Influencers have the potential and effectiveness to alter consumer mindsets. When influencers promote sustainable products and practices, they can reach a large audience and positively impact the environment. Although the effectiveness of influencer marketing depends on some factors including the credibility and trustworthiness of the influencer, the content of the message given by them, and the target audience, the impact nevertheless is huge. This study uses a survey questionnaire to gather data on 200 consumers in India. The primary responses were collected all over India using a structured questionnaire consisting of questions to understand consumer behaviour, sustainability, and the role of an influencer marketer. It examines influencer marketing exposure, purchase behaviour, and brand perception. The review of literature for this topic focuses on the impact of influencer marketing on sustainable lifestyles and consumer behaviour between 2000-2023. There are certain challenges and ethical implications concerning influencer marketing that are explored in the paper, along with people's responses and acceptability towards a sustainable lifestyle. The empirical study also focused on the effectiveness of influencer marketing in promoting sustainable lifestyles and consumer behaviours. Influencer marketing can be a valuable tool for promoting sustainable lifestyles and consumer behaviour in this generation. Incorporating influencer marketing as a tool has two faces and it is essential to understand both aspects.

More the merrier: Effects of plural brand names on perceived entitativity and brand attitude

AbstractThis research finds evidence for a plural name advantage on brand attitude. Six studies, including two archival datasets with real market brands and four experiments using fictitious brands, show that brands with plural names (e.g., Dunkin' Donuts) are associated with more favorable brand attitude than brands with singular names (e.g., Dunkin' Donut). This plural brand name advantage is driven by perceptions of brand entitativity emerging from the collective reading of plural entities. However, the positive effect of plural brand names on brand attitude is attenuated in the case of premium brands. This research has practical implications for brand name strategy and makes a theoretical contribution by bringing attention to the under‐researched space of morphology in brand name linguistics.

Research on the Optimization Measures for Live Marketing of Domestic Beauty Brands-Taking Huaxizi as an Example

The online celebrity live streaming marketing model is a new marketing model. This paper takes Huaxizi as an example to analyze the main problems in the online celebrity live streaming marketing of domestic beauty brands, and propose effective optimization strategies. Research has found that there are four issues with online celebrity live streaming marketing: a lack of reasonable planning, a single online celebrity live streaming method that is prone to aesthetic fatigue, exaggeration of product functions to induce consumers to purchase, and a serious low feasibility of commercialization of online celebrity live streaming content. And specific suggestions and countermeasures were given for these four issues: make a good live broadcast plan in advance and remind the broadcast to start in a timely manner; increase the marketing content and methods of online celebrity live streaming, and innovate through innovation; remind consumers to consume reasonably and ensure product quality; and online celebrity live streaming needs to maintain a balance between content and business. Finally, it is expected that this article can provide reference case inspiration for the research on the online celebrity live streaming marketing model of domestic beauty industry brands, and bring certain reference value to relevant enterprises in the industry.