Influence Of Brand Research Articles

Police as communicators to prevent the spread of the COVID-19

For the last two years, Indonesia and all countries in the world have been engaged with the COVID-19 pandemic. The government issued various forms of policies to prevent the spread of COVID-19, including PSBB and PPKM. The West Java Police Public Relations, as part of the government, also communicated the program through their social media. One of the social media accounts used is the Instagram account @humaspoldajabar. However, the uploaded content has yet to achieve optimal results. The purpose of this study is to describe the management of Instagram social media @humaspoldajabar during the COVID-19 pandemic. This research uses qualitative research methods with the type of case study research and collecting data using observation and literature study. The result of this research is that the contents uploaded by the Public Relations Division of the Java Regional Police are content related to appeals, information, and policies for controlling the COVID-19 outbreak. Public Relations of the West Java Regional Police uploaded content that described humanist police activities accompanied by the positive imagery of officials within the West Java Regional Police. The West Java Police Public Relations should use brand influencers to optimize content and display content that suits the needs and characteristics of the public. Content in the form of positive imagery can actually threaten the image of the police themselves.

Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector

PurposeThis study aims to examine ethical practices in the banking sector by testing the relationships between customer perceptions of ethicality and brand attributes like affect, image and equity.Design/methodology/approachDrawing on the social exchange theory, the authors advance the consumer’s perspective in explaining brand equity in the banking sector. Following the survey technique, the authors used the Hayes’ Macro Process in analysing the data collected from 148 bank customers in New Zealand.FindingsThe findings suggest that customers’ perception of ethicality, brand image and affect are significantly associated with brand equity. Also, brand image and affect significantly mediate the relationship between customer’s perception of ethicality and brand equity.Research limitations/implicationsThe main limitation of this study is the use of survey and cross-sectional methods. Future research may adopt mixed-method techniques to provide insightful information on how these variables influence brand equity.Originality/valueThe study demonstrates the mechanisms that facilitate brand equity and contributes to theory by analysing the factors of brand equity in the banking sector, which has been less investigated.

SWOT Analysis and Recommendations about the Cross-border E-commerce AliExpress Russia

with the development of information technology and cross-border logistics, and the bilateral trade policy support, cross-border e-commerce between China and Russia experienced a rapid growth in the past decade. To date, AliExpress Russia, the e-commerce platform under Alibaba Group, becomes the largest cross-border e-commerce platform in Russia. Although the transaction scale of AliExpress Russia, as reflected by Gross Merchandise Volume, achieved a steady growth in recent years, the market share of AliExpress Russia was gradually overtaken by Wildberries and Ozon (two Russian e-commerce enterprises) since 2018. This paper is aiming to determine the underlying reasons on the declination of the market share encountered by AliExpress Russia. A systematic analytical method, the SWOT analysis, is employed to reveal the internal and external environment of the cross-border platform simultaneously. It is possible to determine the problem of infringement and counterfeiting, costly and inefficient logistics, and underdeveloped credit system are three internal factors impinging the development of AliExpress Russia platform. Moreover, increased level of market competition combined with tightened cross-border e-commerce policy are two external threats. It is believed that the Alibaba Group should adopt the SO (Strengths – Opportunities) and ST (Strengths – Threats) strategy to combine its internal advantages and external opportunities while minimizing its potential risk exposure. By optimizing supply chain system, deepening localization process, constructing a diversified payment system with high reliability, and improving the companies’ core competitiveness, AliExpress Russia can seize the opportunity of promising future Russian e-commerce market and develop its brand influence.

Research on the Driving Factors of Collective Nostalgia and the Impact of Collective Nostalgia on National Brand Consciousness

Nostalgia is an important factor affecting consumers' intention and behavior. A lot of previous research on nostalgia has been conducted from the perspective of individuals rather than groups. Then how does group-based collective nostalgia come into being? How will consumers' collective nostalgia affect their consumption decisions? And what can we do to guide it? By sorting out the relevant literature, this paper attempts to explore the driving factors of collective nostalgia and observe the internal impact of it on national brand consciousness. Furthermore, a mechanism model of collective nostalgia is constructed, and data collection and empirical analysis are carried out by means of a questionnaire. The results show that relative deprivation, social alienation, interpersonal alienation and environmental alienation have significant positive predictive effects on collective nostalgia, while cultural discontinuity and historical discontinuity have no significant predictive effect on collective nostalgia. In addition, collective nostalgia has a positive influence on national brand consciousness; personal identity, social identity and collective identity all play mediating roles between collective nostalgia and national brand consciousness. With the improvement in social emotion, the positive effect of social identity and collective identity on national brand consciousness is strengthened, while the influence of personal identity on national brand consciousness is not significant. The study enriches the basic theory of collective nostalgia and national brand consciousness and provides suggestions for further developing domestic brands and expanding the influence of domestic brands.

Publisher interest in citations: An analysis of Scopus database

Publisher interest in citation to journal articles is an important variable that affect scholarly communication. The focus of citation studies is often on individual journal titles and Journal Impact Factors. The present study analyses the citation related data in the context of publishers represented in Scopus for the years 2016-2018. The results indicate a significant skewness in citations per document for 25 major publishers. Science academies and society publications, along with those publishers with fewer journals represented in Scopus, seem to be on the losing end in harnessing citation impact. Analysis points to the possible influence of publisher branding in the context of citation impact.

The research of formula one Asian market analysis

F1 has always been a global sport and has not missed a single race since 1950. This sport has great attraction and strong commercial value. Many countries have gained great popularity through holding F1, and their international status will be improved to a certain extent. In the 1990s, F1 decided to go global, not just in Europe. The rapid development of Asian economy has won the favor of FIA. Today, F1 has held grand prix in more than ten Asian countries. However, the development of the Asian market does not seem to meet expectations. Several Asian countries have terminated their contracts for various reasons. At present, North America has become a new potential market. Based on data, this paper investigates the development environment of the Asian market and compares it with the place where the Grand Prix is held, and finally analyzes the reasons for the failure of the Asian market. The main reason lies in the lack of brand influence and localization. Finally, it puts forward feasible solutions. Research contribution: the research results of this paper provide a theoretical basis for the practice of formula one.

Does It Pay Off? Brand Knowledge Dissemination and Its Effects on Corporate Brand Pride, Brand- and Service Behaviour of Frontline Personnel

This study aims to explore the effects of brand knowledge dissemination and its influence on corporate brand pride as well as subsequent brand- and service behaviour of service personnel. To achieve this aim, a survey was carried out on a sample of 325 frontline employees with direct customer contact in Germany. The results show that brand knowledge dissemination, as a central aspect of internal brand management (IBM), positively affects corporate brand pride of employees, which in turn influence brand- and service supporting behaviour (e. g. dissemination of service complaints). In addition, moderation analysis revealed that perceived management support for corporate social responsibility (CSR) positively influence the relationship of corporate brand pride and specific brand- and service behaviour. The findings of this study highlight how corporate brand pride of employees can be fostered and how employees can become service champion.

Analysis of the Influence of Brand, Service, Image, Sales Promotion Staff, and Sales Discounts on Home Living Product Purchase Decisions at USUPSO Galaxy Mall Surabaya

Purpose: In this study aims to test and analyze Analysis of the Influence of Brand, Service, Image, Sales Promotion Staff, and Sales Discounts on Home Living Product Purchase Decisions at USUPSO Galaxy Mall Surabaya.
 Design/methodology/approach: In this study using quantitative research methods. This study uses a sample of 100 respondents from visitors and consumers who have made transactions or visited USUPSO Galaxy Mall Surabaya. This study uses Non Probability Sampling with Accidental Sampling technique, which is a sampling technique based on chance, mean anyone who happens to be met can be used as a sample, if the person who happens to be met is suitable as a data source. In data collection, as well as testing using the help of data analysis, namely the SPSS program.
 Findings: The results of this study indicate that the brand, service, image, sales promotion staff and sales discounts partially positive effect. Simultaneously brand, service, image, sales promotion staff and discounts also have a significant effect on purchasing decisions.
 Paper type: Research paper

Now you see me. Evaluating visual and auditory brand placement disclosures in music videos

ABSTRACT This study investigates how different formats of brand placement disclosures influence brand recall and brand attitude in music videos. Four formats of disclosures presenting different visual characteristics (textual and pictorial vs textual only) and auditory features (brand melody vs silent) are tested. The research adopts a multimethod approach combining eye-tracking, electrodermal activity, and self-reports. Results show that disclosures including higher visual information content positively influence the awareness of embedded advertising in music videos and the attention paid to the disclosure. Brand melodies prove to be effective to increase attention to the disclosure only when paired with textual and pictorial disclosures. Further empirical evidence demonstrates the positive indirect effect of disclosures on brand recall and brand attitude. Brand placement disclosures are shown to function as primes that can enhance brand attitudes and recall. Implications for marketing communication managers and policymakers in terms of advertising fees, contractual requirements, disclosures’ design, and policy recommendations are discussed.

Features of the brand's influence on the behavior of consumers of tourist services

Features of the brand's influence on the behavior of consumers of tourist services

Analysis of Blank ME Brand Marketing Strategy

In March 2021, The State Council issued the Outline of the 14th Five-Year Plan for National Economic and Social Development and the 2035 Vision Goal, which mentioned creating a Chinese brand creation action, protecting and developing the time-honored Chinese brands. Chinese will enhance the influence and competitiveness of the local brands and take the lead in cultivating a number of high-end brands in the field of cosmetics and other consumer goods. Blank ME specializes in base makeup, which is a category less focused on the layout of Chinese color makeup brands. In 2021, it became the TOP1 of the base makeup brand in China on Tmall, with a year-on-year growth of 446%. The research topic of this paper is the marketing strategy of Black Me from a small audience to an explosion and the reasons. The research methods are the content analysis method and literature research method. This research summarizes the brand marketing content published by Blank ME on various platforms and social networking sites and summarizes its marketing. Secondly, based on a large number of literature related to the promotion of brand value and brand image, literature, network information, and data related to the development of a brand-perfect diary at the same time are consulted to provide a basis for case analysis. The research finds that content marketing has become an important part of brand marketing, and consumers' loyalty to brands needs continuous content marketing that can arouse resonance to maintain.

Pengaruh Milenial Branding Erick Thohir Terhadap Perilaku Pemilih di Pilpres 2019

The figure of Erick Thohir has emerged into the conversation since he became the chairman of the 2018 ASEAN GAMES committee. Erick Thohir is considered capable of gaining millennial votes in the 2019 presidential election, so Erick Thohir is lined up to be the chairman of the presidential and vice presidential candidate winning team Jokowi - Ma'ruf Amin. According to the millennial classification, Erick Thohir cannot be categorized as a millennial. However, Erick Thohir is considered an influential young figure. The purpose of this study was to determine the views of students of the Faculty of Da'wah and Communication at UIN Raden Fatah Palembang towards Erick Thohir, as well as the influence of Erick Thohir's millennial branding on voting behavior in the 2019 presidential election. The approach in this study was a quantitative approach with correlational methods and the number of samples in this study. opened 46 students of the Da'wah Faculty and the class of 2016 with a simple random sampling technique using a questionnaire and data analysis using SPSS 25. The results of this study are the views of students from the Faculty of Da'wah and Communication at UIN Raden Fatah Palembang towards Erick Thohir are positive and categorized as high, reaching 82.5%. The behavior of choosing students from the Da'wah and Communication Faculty of UIN Raden Fatah Palembang in the 2019 Presidential Election was categorized as tending to reach 69.4%. Meanwhile, Erick Thohir's millennial branding on voting behavior in the 2019 presidential election obtained significance with the results of the t test which showed that it was t_count > t_table or 3,723 > 2,021 with a significant level = 5%. The correlation is relatively low, namely 30.7% between variables X and Y. While the remaining 69.3% is influenced by other factors outside this study.

Death bells? Branding in the age of smartphones and AI

Purpose Branding has arguably been the most crucial marketing pillar in the twentieth century. It was effective because of existing consumer behavior, which was constrained by the availability of information and customers’ ability to process it, resulting in a reliance on brands. This paper aims to examine the role of branding (and brand loyalty) in the past and how it has been disrupted recently, and makes recommendations for practicing managers to modify how they manage brands proactively. Design/methodology/approach This work is based on a review of the latest developments in the theory and practice of branding. Findings Today, ready access to smartphones ensures the availability of information tailored to customer needs, directing them in making choices. Improvements in the quality of artificial intelligence (AI)-driven algorithms further simplify customer purchase decisions and reduce search costs – a blow to branding. The data, which forms the foundation for information sought by customers and AI algorithms, continues to increase as more buyers leave their digital footprints, resulting in a virtuous self-precipitating cycle of better decision-making for customers and compromising the influence of brands. Originality/value To the best of authors’ knowledge, this is the first paper to focus on the implications of changes in the marketplace driven by smartphones and AI on the future of branding.

The Digital Protection of the Jingdezhen Ceramic

The Jingdezhen ceramic is an important symbol of the historical and cultural achievements of the Chinese nation, and an important part of excellent traditional culture. This paper summary the development history and cultural characteristics of Jingdezhen ceramic, and proposes the use of digital technology to empower the development of the Jingdezhen ceramic industry and the protection of intangible cultural heritage, so as to solve the problems faced in the development and protection of Jingdezhen’s intangible cultural heritage, such as the aging of inheritors, the loss of traditional porcelain-making techniques, the lack of innovative products and weak brand influence, and to promote the development of Jingdezhen’s cultural and creative industry by creating Jingdezhen cultural IP and carrying out cross-border cooperation.

Repurchase intention in a physical store: moderated mediating role of electronic word-of-mouth

PurposeIn physical stores, consumer repurchase is the primary goal of retail operators. This includes many aspects of consumers' perceived value of a store, including images of goods, services, brands, atmosphere etc. Thus, repurchase intention in a physical store is a critical research issue to the retailer.Design/methodology/approachThis study took Taiwan Chunghwa Telecom's 3C electronic channel stores as the research object to investigate Taiwanese consumers' repurchase intentions for communication service and 3C products in this chain's physical stores. This study aimed to investigate the mediating role of perceived value (PV) between consumers' channel brand image (CBI) and store image (SI) on repurchase intention (RI). It further examined how the moderated mediating role of electronic word-of-mouth (EWOM) strengthens the influence of consumers' channel brand and store image on repurchase intention through perceived value.FindingsThe research results found that perceived value played a fully mediating role and electronic word-of-mouth is the moderating role on the proposed theoretical model by investigating two moderated mediation models.Originality/valueThis study considered that CBI represents commodity value and SI is the overall satisfaction obtained from consumer services. Thus, both channel brand and SI are active decision variables for consumers to purchase and repurchase in a physical store. For the moderated mediating role of EWOM, this study found that the indirect effect of both CBI and SI on RI through PV is stronger at low degree of EWOM than at high degrees of EWOM.

The Effect of Study Costs, Brand Image, and Quality of Services on Decision to Choose the Faculty of Medicine University Prima (UNPRI) Medan

The purpose of this study is to find out how influential price is on a purchase decision, to find out how influential brand image is to a purchase decision, to know how influential service quality is to a purchase decision and to know how influential price, brand image and service quality are simultaneously. a purchasing decision for students of the Faculty of Medicine UNPRI Medan. This research was conducted on students of the Faculty of Medicine UNPRI Medan. The population, namely all educational staff at the Faculty of Medicine UNPRI Medan, is 80 people. The sampling technique was calculated by the Slovin formula so that a sample of 80 people. The results of the study are the price tcount value of 3.100 > 1.990 and sig <0.05 (0.003 <0.05), the tcount value of brand image is 4.727 > 1.990 and sig <0.05 (0.000 <0.05), the tcount value of service quality of 2.396 > 1.990 and sig < 0.05 (0.019 < 0.05), and the Fcount value of price, brand image and service quality simultaneously is 21.930 > 2.487 and sig < 0.05. The adjusted RSquare is 0.643 / R2 x 100%, which is 64.30%, this shows that the research independent variable allocates a lot of contribution when describing purchasing decisions worth 64.30% while the remaining 35.70% is influenced by other indications outside of this study. The conclusion of the study is that price has a significant effect on the purchasing decision of students of the Faculty of Medicine UNPRI Medan where the sig < 0.05, brand image has a significant impact on the purchasing decision of students of the Faculty of Medicine UNPRI Medan where the sig < 0.05; Service quality has a significant impact on the decision to purchase a student at the Faculty of Medicine UNPRI Medan where the sig value is more than <0.05 and simultaneously price, brand image and service quality significantly affect the decision to purchase a student at the Faculty of Medicine UNPRI Medan where the sig value is <0.05.

Pengaruh personal branding, tingkat kepuasan, trust, dan motivasi berkoperasi terhadap loyalitas anggota Koperasi Simpan Pinjam Pembiayaan Syariah (KSPPS) “Bina Bersama” Lampung Utara

This study aims to examine the effect of personal branding, level of satisfaction, trust, and motivation of cooperatives on the loyalty of members of the Sharia Financing Savings and Loans Cooperative "Bina Bersama" North Lampung. This research is causal quantitative research. The dependent variable is loyalty and the independent variables are personal branding, level of satisfaction, trust, and motivation to cooperate. This research sample amounted to 166 samples taken by non-probability sampling technique with purposive sampling. Based on the results of the study, it was found that: (1) there is a positive influence of personal branding on the loyalty of cooperative members (2) there is no influence of the level of satisfaction on the loyalty of cooperative members (3) there is a positive influence of trust on the loyalty of cooperative members (4) there is no positive effect of cooperative motivation to the loyalty of cooperative members.

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

AbstractThe study tested a celebrity endorsement model to investigate the direct and indirect influences of celebrity attachment on brand loyalty across two culturally distinct countries: The United Kingdom and Turkiye. The survey was completed by 626 respondents and the data were analyzed using structural equation modeling. The findings show that celebrity attachment positively influences actual self‐congruence, ideal self‐congruence, brand quality, and brand attachment. Brand attachment mediates the effect of celebrity attachment on brand loyalty. Furthermore, the effectiveness of the celebrity endorsement process differs between British and Turkish consumers. Our research complements the meaning transfer model as it confirms that the celebrity endorsement process is influenced by two attachment objects: celebrities and brands. A follow‐up study with text mining analysis of the consumer comments about the product reviews posted by social media influencers (SMIs) supported the validity of the celebrity endorsement model. Practitioners should consider the consumer's emotional and cognitive bonding with celebrities, and brands to enhance the effectiveness of the celebrity endorsement process. The more consumers are attached to celebrities (or SMIs) and brands, the more loyal they become to the latter.

Research on brand loyalty of Costa coffee in Chinese marke

The purpose of this research is to explore how to improve Costa brand loyalty in Chinese market. According to the existing theories, it explained that brand loyalty is a sustainable competiveness for brand to acquired profits. And it also pointed that the advantages of brand loyalty, such as: reduce marketing costs, trade leverage, attract new consumers and respond competitive threats. It also pointed out consumers’ satisfaction, brand trust, perceive value, repeat purchase behavior, commitment and involvement all influence brand loyalty. In order to investigate which part is more important for improving brand loyalty of global coffee retail brand in Chinese market and find a way to help it success. This paper adopts secondary research to collect data and use Costa and Starbucks as case to analyze. According to Starbucks highly brand loyalty and successful experience in China, it expressed that understanding local culture and integrating it into their products and services are essential for global coffee retail brand to satisfy consumer’ need. At the end of the research, it found that global coffee brand loyalty closely related to consumers ‘satisfaction. And Costa need to provide more products choice for Chinese consumer and integrate Chinese flavor into their products will help it get highly brand loyalty then acquired more loyalty consumers.

Pengaruh Citra Merek Dan Personal Branding (Nagita Slavina) Terhadap Loyalitas Pelanggan Produk Ms Glow

Citra merek, Personal BraThe purpose of this research is to analyze, examine and explain the brand image that affects customer loyalty, how the influence of Nagita Slavina's personal branding on customer loyalty and Nagita Slavina's brand image and personal branding affect the customer loyalty of MS Glow products. 2018-2019. The research method is descriptive and verification through a quantitative approach, the population is female students who become consumers of MS Glow, this study uses 100 samples of respondents. The results showed that the sig value of brand image was 0.000 <0.05, meaning that brand image had a partial effect on customer loyalty, the value of sig personal branding was 0.024 <0.05, meaning that Nagita Slavina's personal branding had a partial effect on customer loyalty and the sig value of the F test (simultaneous). ) 0.000 <0.05 then Nagita Slavina's brand image and personal branding have a simultaneous influence on customer loyalty and it can be explained that the R value is 0.748. Y) of 74.8% which indicates a strong relationship between variablesnding, Loyalitas Pelanggan.