Brand Knowledge Research Articles

DO GREEN BRAND POSITIONING, GREEN BRAND KNOWLEDGE, ATTITUDE TOWARDS GREEN BRAND, AND ENVIRONMENTAL CONCERN ARE INFLUENCE FACTORS FOR THE GREEN PURCHASE INTENTION OF BLACK SOLDIER FLY LARVAE?

The increasing number of human populations certainly has a bad influence on the environment. Food sources for humans also need a source of protein. For this reason, alternative protein sources are needed that can save threatened fish populations. This study is very simple, but the issue is very important for the environment. The purpose of this study is to determine the effect of green brand positioning, green brand knowledge, attitude towards green brand, and environmental concern on green purchase intention of black soldier fly larvae. The data used in this study is primary data obtained through distributing questionnaires to followers of Instagram (IG) Magalarva Tbk. The sample criteria in this study are 18-30 years old who know the Magalarva Tbk have never bought Magalarva products, and are domiciled in Greater Jakarta. The sampling method used is nonprobability sampling (purposive). All hypotheses are accepted. The results show that green brand positioning, green brand knowledge, attitude towards green brands, and environmental concerns have a significant effect on green purchase intention for the product of Magalarva’s brand.

How Do Product Positioning and Consumer Knowledge of Green Brands Lead To Purchase Decisions?

Green branding has become a relevant strategy for winning the business competition. However, limited research has been conducted specifically investigating the role of green branding positioning on consumer green brand attitude and brand purchase. This study looks into the impact of green brand positioning on green purchasing decisions, considering consumer knowledge and consumer green brand attitude. Specifically, we examined how green brand positioning and knowledge form the green brand attitude and how green brand attitude determines green purchase decisions. Our research setting is green lamp purchase decisions. Respondents were green lamp purchasers and users, with a total sample size were 220 respondents. We developed several hypotheses and tested them using Structural Equation Modelling (SEM) with the AMOS 22. Our research findings showed that green brand positioning and knowledge positively and significantly impact consumers' green brand attitudes. Green brand attitude positively impacts green purchase decisions, and green brand positioning and knowledge positively and significantly affect a green purchase decision. In conclusion, our investigation showed that green brand positioning and green brand knowledge are essential for the formation of green brand attitudes and green brand purchase decisions. We also found the partial mediation of green brand attitude on the effect of green brand positioning on green brand purchase decisions. While for the impact of green brand knowledge on the green brand purchase decision, we did not find the mediating effects of green brand attitude. Keywords: green brand positioning, green brand knowledge, green brand attitude, green brand purchase decision

The Role of GBK in Influencing Green Purchase Intention: A SEM Study of University Students

Green branding is a marketing approach that highlights the environmental benefits of a brand. It is another method that companies can use to differentiate their brand. Communicating their resolution towards a better environment can increase profit and create a blue ocean, especially in developing countries. In Developed countries, companies are already working towards their environmental goals and achieving them in developing nations. Companies are still learning the effect of green branding on purchase intentions. Despite its product's nature, Toyota has used green branding successfully to communicate its pledge to sustainability. This study was conducted to determine the perceptions of Pakistani consumers regarding the relations among Green Brand Positioning (GBP), Attitude towards Green Brands (ATGB), Environmental Concern (EC), and Green Purchase Intention (GPI), with a focus on Green Brand Knowledge (GBK). The quantitative method uses a cross-sectional design to collect data from organic product purchasers by applying stratified random sampling. Partial Least Squares, Structural Equation Modeling (PLS-SEM) analysis demonstrated that the Green Purchase Intention is significantly related to study variables (GBP, ATGB, and EC). This Study is filling some gaps in the previously available information on green branding. Therefore, elucidating the moderating effect is crucial for advancing knowledge that can influence future research into this relationship. Results suggest that familiarity with green brands would increase the impact of GBP and EC on GPI; furthermore, GBK acts as a mediator between GBP and GPI. This Study will be helpful for business managers and proprietors who wish to understand how green branding can be used while creating a brand image in this environmentally sensitive era.

Pengaruh Green Perceived Value (GPV) dan Green Brand Knowledge terhadap Purchase Intention to Buying Green Product Melalui Attitude Toward Purchasing Green Products

This study aims to analyze the effect of Green Perceived Value (GPV) and Green Brand Knowledge on Purchase Intention to Buying Green Products through Attitude Towards Purchasing Green Products. The data was obtained directly through the distribution of questionnaires, Google Docs, and WhatsApp to consumers who have purchased Green Products. The number of respondents in this research was 200 people. Questionnaire results were processed using Smart PLS version 3.29. The results of hypothesis testing show: Functional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Conditional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Social Value that does not affect Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Emotional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Green Brand Knowledge affects Purchase Intention to Buy Green Products with Attitude Toward To Purchase Green Products through Attitude Toward To Purchase Green Products.

Is Green Brand Knowledge Affected Green Purchase Intention on Instant Noodle Product in Bandung, Indonesia?

Everyone wants to be healthy, but they are sometimes tempted to eat junk food or instant food. It can be dangerous for their health if consumed for a long time. One of the most temptation’s food is instant noodles. This study aims to determine the effect of Green Brand Knowledge on Green Purchase Intention (Study on Lemonilo Organic Instant Noodle Consumers at Organic Store Bandung). This research is descriptive and verification research methods. The population in this study is conducted to 90 samples using the Slovin formula. The analytical method used in this research is the multiple linear regression analysis method. The results show that the Green Brand Knowledge significantly influence on Green Purchase Intention.

Influencer Marketing in Data-Driven World

Despite the increasing popularity of influencer marketing, the knowledge related to the parameters of influencer marketing affecting the brand knowledge and development of customer attitudes is scarce and not sufficiently explored. This research uses the tri-component attitude model to identify the impact of the credibility of mega influencer, content of the post and the congruence of the influencer with the brand on brand knowledge, affection and purchase intention of youth representing Gen Z for personal care products. We shortlisted the influencers to represent the Mega, Macro and Micro Influencer categories for our study. The survey instrument was a questionnaire developed on 7 point semantic differential scale and was administered to undergraduate and pot-graduate university students. The results of our study indicate that the content of the message and congruence of the influencer with the brand significantly influenced the brand knowledge and brand affection while the credibility of the influencer did not affect the brand knowledge or brand affection. Further, the brand knowledge mediated the relationship between (a) the content of the post and attitude towards the brand and (b) the congruence of influencer with the brand and attitude towards the brand. Managerial implications are discussed in the light of our findings.

What makes consumers repeat consumption internet celebrity restaurant?

PurposeGiven the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.Design/methodology/approachIn this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.FindingsBR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.Practical implicationsManagers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.Originality/valueThe research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.

Influences of Customers Nostalgic Proneness on Their Brand Cognition Based on the ABC Model of Attitude

As the economic environment and social culture change dramatically, nowadays there are numerous opportunities for the nostalgic brand in China to regain competitive advantages. Grounded on the affective, behavior, and cognition (ABC) model of attitude, this paper aims to clarify the relationship between customers nostalgic proneness, purchase intention, and brand cognition to explain the mechanism of nostalgic consumption. Taking the big white rabbit brand as an example, a structural equation model was used after the constructs were empirically confirmed by reliability and validity tests. Customers nostalgic proneness is found to be positively correlated with their brand cognition and the nostalgic brand is advised to fully exert its potential.

Study on Customer-based Brand Equity in the Luxury Hospitality Industry

This paper examines the customer-based brand equity of Rosewood London, a luxury hotel brand. To understand the brand associations that are favorable, strong, and unique in the consumer's mind, the associative network memory model is utilized, and the Brand Concept Maps technique is employed to illustrate the core associations and how they are linked in consumer memory. The two pillars of Rosewood London's brand knowledge, brand awareness and brand image, are explored, and their impact on consumers' purchase decisions is discussed. The paper evaluates Rosewood London's brand equity from two dimensions: brand feelings and brand performance. Additionally, the paper discusses the advantages and disadvantages of brand extensions in the hospitality industry, and how Rosewood London can leverage its parent brand to extend its brand portfolio. Overall, the paper provides insights into the strength of Rosewood London's brand equity and offers recommendations for how the brand can further enhance its position in the luxury hospitality market.

Toward a Sustainability Brand Model: An Integrative Review

Stakeholder-based brand is increasingly recognized as a measure for corporate sustainability, although the knowledge in this area is relatively unknown. Through a systematic review approach, the present study explores the global knowledge base on sustainability and brand. The most influential authors and documents are identified, followed by a discovery of the intellectual structure of the sustainability and brand knowledge base with five schools of thought. First, the Customer Attitudes and Behavior school refers to behavioral studies (one of the common approaches in sustainability studies). Second, the Tourism Marketing school represents the popular context of sustainability studies that mainly relates to hospitality, destination marketing, and fashion brand management. Third, the Brand Strategy school refers to corporate strategy concerning brand that is widely used to measure corporate sustainability performance such as brand equity. Fourth, the Societal Marketing school provides insights into the marketing strategy that leads a firm to achieve competitive advantages under concerns about finite resources and rising environmental and social costs. Finally, the Advanced Quantitative Analysis school reveals an approach that is mainly used when conducting sustainable marketing studies. A model on sustainability brand is then derived, adopting the grounded theory approach. Future research opportunities are also identified and discussed to continuously advance the scholarship in this specific area.

The Role of Digital Personal Selling and Product Innovation with Brand Knowledge as a Mediating Variable in the Decision to Buy a Car from the Honda Brand in Serang City

The purpose of this research is to analyze the role of digital personal selling and product innovation with brand knowledge as a mediating variable in the decision to buy a car from the Honda brand in Serang City. This study uses a quantitative approach. In this study, the group analyzed consisted of customers who had previous knowledge or experience of buying Honda cars in Serang City. 225 people ultimately participated in the study, meaning that their responses were used as a sample. Methods of data analysis using descriptive statistics and inferential statistics. The results of the study show that digital personal selling has a significant effect on brand knowledge from the Honda brand in Serang City. Digital personal selling has a significant effect on the decision n to buy a car from the Honda brand in Serang City. Product innovation has a significant effect on brand knowledge from the Honda brand in Serang City. Product innovation has a significant effect on the decision to buy a car from the Honda brand in Serang City. Brand knowledge has a significant effect on the decision to buy a car from the Honda brand in Serang City. Digital personal selling has a significant effect on the decision to buy a car through mediation of brand knowledge from the Honda brand in Serang City. Product innovation has a significant effect on the decision to buy a car through mediation of brand knowledge from the Honda brand in Serang City.

Exploring the role of green brand positioning in determining green product purchase intention

In this study, we investigate the relationship between green brand positioning (GBK), attitude toward green brand (AGB) and green brand knowledge (GBK) on green product, specifically in beauty and body care products. It also sought to examine consumer’s purchase intention (PI) of this product using those variables. The methodology which is used to analyse the data obtained is using an exploratory quantitative approach. The data evaluated by Partial Least Square – Structural Equation Model (PLS-SEM). This study used purposive sampling techniques to determine the sample of employees who work in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek), Indonesia. The outcomes indicate that all these factors contribute to purchase intention of this green beauty and body care product. This study is also found that GBP has a positive direct contribution to AGB, GBK, and PI. Originality and practical implications from this study are that, the green product companies must pay attention to the brand positioning because it would alter consumer’s attitude and intention towards of green products. Thus, companies should focus more on developing promotional messages that are more directed towards sustainable values or optimizing communities that support sustainability lifestyles. More deeply, eco-friendly beauty and body care products are very widely used today, so the results of this research are expected to contribute in terms of how can customer’s intensions are increased in buying these products.

Consumer Buying Behaviour towards Branded Readymade Apparels in Himachal Pradesh

Clothing is as essential to a person as food and shelter. The textile industry is India's second largest industry. Customers are paying close attention to clothing, which has become a tool for people to express their individuality. To be effective in today's competitive industry, it is essential to comprehend what buyers desire and want. This study aims to determine how buyers purchase branded apparel and which variables influence their purchases in Himachal Pradesh, India. Due to the novelty of branded clothing and retail establishments in this region, the study focuses on the people of Himachal Pradesh. This paper also determines how much customers know about available brands. According to the literature presented, consumers in Himachal Pradesh have extensive knowledge of international brands. The majority of their knowledge comes from family and friends. The consumer's personal motives and views determine their purchasing behaviour. Status symbols and advertising were determined to be unimportant; however, quality, designs, novelty, convenience, and brand image were.

Analysis of Factors Affecting Brand Trust Toddler Care Products in Jabodetabek Brand Study: Zwitsal Baby

Parents, especially mother whose role as decision maker in purchasing baby toiletries, certainly want to provide the best products for their baby. Baby toiletries that known as high functional risk products, make mothers really have to be aware and very careful when making decisions. In that highrisk situation, moth-ers can minimize the risk by choosing a brand that they trust. Through this quantitative research by distrib-uting questionnaires to mother who use Zwitsal Baby products in Jabodetabek, obtained the results of measurements of the factors forming the brand trust. This study aims to measure how strong rhe influence of the factors forming the brand trust, the influence of the mediator variables, and moderator variabels de-rived from mothers’ personality traits. The results of this study indicate that the forming aspects of brand trust, which are brand predictability, brand innovativeness, and brand intimacy have a positive and signifi-cant impact on cognitive and affective brand trust. Cognitive brand trust which is a mediator variable in this study, also have a positive and significant influence in the formation of affective brand trust. As for the moderator vaiable, the study shows that openness does not influence the formation of brand trust, but con-scientiousness and agreeableness have a significant relationship, but has a fairly weak influence. The result of this research can be used to develop or form brand trust in baby toiletries products, especially for Zwitsal Baby brand.

Enhancing Relationships Through Online Brand Communities: Comparing Posters and Lurkers

ABSTRACT This study establishes the importance of considering both posters (interactive members) and lurkers (non-interactive members) for a clearer understanding of online brand communities. Based on organizational support theory and social identity theory, this study proposes a model a model that illustrates the impacts of perceived brand support in brands’ online communities upon members’ community identity and brand trust, leading to their positive behaviors toward the brand (i.e., purchase intention, resistance to negative information, and positive word of mouth) and how these effects differ between posters and lurkers. Using structural equation modeling, results reveal that in firm-hosted online brand communities, perceived brand support (i.e., recognizing contributions, encouraging interactions, and providing quality information) relates to members’ satisfaction by fulfilling their socioemotional needs (community identity) and increases their brand trust. Furthermore, multigroup analyses indicate significant differences in the paths to brand trust between posters and lurkers. Brand knowledge, providing quality information, and encouraging members to interact drive brand trust for lurkers. For posters, trust is driven by their sense of community identity and encouraging members to interact. This research advances the literature on online brand communities by shedding light on the scant knowledge of lurkers in online communities. It demonstrates how perceived support from brands can improve both posters’ and lurkers’ relationships with the community and the brand itself. The findings provide actionable managerial recommendations regarding how brands can manage their relationships with all members (both posters and lurkers) in their online communities.

The influence of brand knowledge and online advertising on purchase intention towards wireless headphones

Purpose:In the modern era of technology, online advertising is the most common tool used by firms to promote certain products or brands. The purpose is to study the role of online advertisement on purchase intention towards wireless headphones and to explain how online advertising, customer satisfaction and brand knowledge affects purchase intention.Methods: This study was quantitative exploratory research conducted in Kolkata, India. A sample size of 158 data was collected. Data was collected using a self-developed structured questionnaire where 5 points Likert scale had been used for recording the response. Descriptive Statistics, Reliability Test, Exploratory Factor Analysis and hypothesis test were used to analyse the collected data to study the role of online advertisement on purchase intention towards wireless headphones.Findings: The Cronbach???s alpha value and the KMO measure with more than 0.7 indicates the high level of reliability and validity of data and appropriateness of the analysis. After a careful analysis, the results indicate that online advertisement, customer satisfaction and brand knowledge significantly influence purchase intention of customers.Implications: All these components Online Advertisement (OA), Purchase Intention (PI), Brand Knowledge (BK), Customer Satisfaction (CS) are very much important for a brand to sustain in the market. If the brand can maintain a good reputation in the market and can impart good quality products and services to the consumers, it will lead to the generation of customer satisfaction which will ultimately enhance purchase intention.Originality:This research paper submitted is an outcome of independent and original work. It has duly acknowledged all the sources from which the ideas and extracts have been taken. The project is free from any plagiarism and has not been submitted elsewhere for publication.

Public Branding, Brand Knowledge and Perceived Realism – A Discourse Analysis of the Official Press Releases of the Ministry of Health and Family Welfare (MoHFW), Government of India (GoI)

Public Branding, Brand Knowledge and Perceived Realism – A Discourse Analysis of the Official Press Releases of the Ministry of Health and Family Welfare (MoHFW), Government of India (GoI)

The progression in employer branding and employee based brand equity: Scholar API based systematic literature review

Aim/purpose – This paper systematically reviews the literature of employer branding (EB) and employee-based brand equity (EBBE) using the Application Programming Interface (API) provided by Google Scholar. While combining EB and EBBE this paper considers both the perspective of current, as well as potential employees and provides a systematization of knowledge related to organizational attractiveness and the impact of employees on the organizational brand. Design/methodology/approach – This study reviews the progresses in employer brand- ing since 2009 to 2022, therefore ranging from the time that the concept of employee- -based brand equity was proposed by King and Grace (2009). A four-stage process em- powered by was used to review the existing literature: 1) to identify the current tenden- cies Google Trends search was applied; 2) to search the databases and to identify the most active contributors (publishers and authors) the scholar API was used; 3) PRISMA-S checklist was applied to ensure the rigorousness of systematic literature review; 4) to expose the interdependence of the concepts a bibliometric analysis was conducted using VOSviewer 1.6.18 software; 5) finally this study proposes a comprehensive framework of employer branding. Findings – The research on employer branding has grown substantially in the past de- cades and various conceptual and empirical studies have advanced the knowledge of both employer and internal branding. Still, the progression in the literature is narrow due to complexity of the field. This study identifies the main dimensions of employer brand- ing and offers a comprehensive framework to systematize the current state of art. Research implications/limitations – The multidisciplinary nature of employer branding has led to a dispersed understanding of constructs and applications in the academic stud- ies. This study focuses on the marketing/branding perspective and does not consider the studies grounded purely in human resource management. Originality/value/contribution – This study increases our understanding of the current literature and new research trends in employer branding and employee-based brand equity. Additionally, it explains the link between EB and EBBE. While applying the recently developed scholar API and artificial intelligence empowered software to conduct the systematic review, this study creates a procedure that can be used by researchers in an array of fields. Keywords: employer brand, employee-based brand equity, scholar API-based systematic literature review. JEL Classification: M51, M31.

Exploring Consumer Purchase Intention Towards Green Electrical Equipment With Special Reference To Green Electrical Fan

Purpose: To study the consumer perception on green electrical equipment and to know consumer perception on overall experience towards green electrical equipment and further investigate the moderating effects of green brand knowledge. to study the green purchase intention and green positioning.Methods: The Non-Probability Judgemental Sampling, considering the limitations of time, financial supports, and other resources.Findings: From this study it is implicated that consumers purchase intention towards green electrical equipment. This study statistically proved that consumers are aware about the green products and it results in willingness to try green products. At the same results investigated that consumers using green products are more conscious than the consumers using traditional products.Implications: Throughout the world, "new technology business models" that are tied to clean technologies offer consumers and investors competitive returns while addressing global concerns (UNEP, 2021). Research study observed positive and favourable purchase intention of consumers towards green fans.Originality: Today, most people shy away from making a change in their lives without knowing how beneficial it is to them. When you adopt an environmentally-mindful lifestyle, it offers several benefits.

Enhancing Internal Branding Outcomes through Customer Experience Management: New Empirical Insights from the Automotive Industry

Companies increasingly strive to optimise the external customer experience by systematically building on customer experience management (CEM). Based on the internal carleasing service of Porsche AG, this article shows how leaders can correspondingly benefit from applying this expertise to their employees’ interactions when offering services or benefits that are similar to the company’s external offerings. By doing so, companies can authentically demonstrate brand values and actively engage employees in a positive brand experience, thus enhancing internal branding outcomes. The results of a qualitative study provide a set of directions and actions to guide managers towards the internal implementation of CEM in various sectors. Furthermore, the findings of a subsequent quantitative study reveal that this implementation can lead to positive impacts on employee satisfaction with the offered service, enhance loyalty towards employers as well as improve employee brand knowledge, belief in brand and brand endorsement.