Brand Level Research Articles

The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry

PurposeThe current study was developed in response to the profound impact of ethical practices on the beverage industry. It aims to examine the mediating role of perceived brand trustworthiness in the relationship between brand social responsibility and brand positioning in the Tanzanian beverage industry.Design/methodology/approachThe study adopted a post-positivist approach, as it encompasses a deterministic perspective where causes are believed to determine outcomes or effects. The study focused on customers of two major beverage companies in Tanzania, namely Coca-Cola and Pepsi. Data were collected from 458 customers and analyzed using structural equation modeling.FindingsThe findings indicate that brand social responsibility serves as a valuable intangible asset, capable of establishing a competitive edge when integrated into the value proposition. Additionally, the results reveal that brand trustworthiness plays a mediating role in the connection between brand social responsibility and brand positioning.Research limitations/implicationsThe study employed a convenience sampling technique; hence, generalization of the findings should be approached with caution.Originality/valueThis study represents one of the few scholarly endeavors that explore the role of social responsibility at the product brand level in establishing brand positioning. By doing so, it contributes to the advancement of knowledge concerning the impact of brand social responsibility on building competitiveness within the context of today's competitive business environment.

Arsenic levels in rice brands sold in Kampala: an experimental study to show the modifying effect of boiling, soaking and washing

Arsenic is an important environmental pollutant with potential cancer-causing effects. It contributes to acute and chronic toxicity depending on the doses or duration of exposure. In this study, we estimated the concentration of total arsenic in different rice brands sold in Uganda, where rice is a staple food. We conducted an experimental study. Different rice brands were obtained from supermarkets and grocery shops, and assessed for arsenic using atomic absorption spectrometry. The concentrations of arsenic in rice were estimated after boiling, washing, or overnight soaking in plenty of water to see if these methods reduce arsenic levels efficiently in food. The concentrations of arsenic in the different rice brands were compared using an unpaired t-test after setting a p-value of ≤0.05 as significant. The G-rice brand had the lowest arsenic levels of 1.4±0.0002 ppm and the C-rice brand had the highest levels of 2.4±0.004 ppm. The tap water used to boil, soak and wash the rice brands had much higher arsenic levels of 3.5±0.000003 ppm, leading to increased retention of the heavy metal in the rice. Rice brands sold in Kampala city seem to have higher than acceptable arsenic levels. Increased vigilance in terms of routine monitoring for the levels of arsenic in rice and water used during food preparation by the Ugandan food or water safety regulatory authorities is highly recommended.

Macro-influencers or meso-influencers, how do companies choose?

PurposeInfluencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this paper is to explore how companies with limited budgets choose influencers according to products' various levels of brand familiarity.Design/methodology/approachThis study constructs an evolutionary game model of influencer marketing based on evolutionary game theory on complex networks. This model initiates various networks to demonstrate how influencers disseminate information and constructs update mechanisms to depict how individuals react to this information based on individuals' information utility and friends' strategies.FindingsSimulation results suggest that companies should invest more in macro-influencers than in meso-influencers, however investing all in macro-influencers is not a good choice. The investment in meso-influencers will increase as brand familiarity decreases, whereas it will not exceed investment in macro-influencers. Furthermore, the accumulation of micro-influencers can accelerate the marketing process.Originality/valueThis study examines the combined effects of micro-influencers, meso-influencers and macro-influencers in marketing by simulating the marketing process initiated by influencers on social media.

Generation Z and Millennial esports gamers’ perceived toxicity risk and game brand loyalty: moderated mediation effects of brand identification, self-efficacy, and support from game brand

PurposeThe rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers’ perceived risk of toxicity may affect game brand loyalty through the moderated mediation effects of game brand identification, self-efficacy, and perceived support from game brand.Design/methodology/approachThe moderated mediation model was tested using the conditional process analysis (N = 311). The moderating effects of game brand identification on the mediated processes were tested in the model.FindingsThe authors found that self-efficacy and perceived support from game brand were critical mediators between the perceived risk of toxicity and game brand loyalty. However, these mediating effects varied depending on the level of game brand identification.Originality/valueThis study took the step forward by theorizing and empirically examining the relationship between perceived risk of toxicity and consumption outcome by considering both internal and social coping resources and game brand identification, among Generation Z and Millennial gamers in the esports context.

Uncovering heterogeneous prestige effect in luxury consumption: Insights from the Chinese luxury market

This paper investigates the impact of price-related factors on consumer choices within the Chinese luxury watch market. It explores how the positive prestige effect and negative substitution effect contribute to consumer preferences for luxury watches. Notably, heterogeneity in the prestige effect is observed at both the consumer and brand levels. Consumer-level analysis reveals a U-shaped relationship between family income and prestige sensitivity, emphasizing heightened sensitivity among lower and higher-end middle-income consumers. Top-tier luxury watch brands demonstrate a more pronounced prestige effect compared to lower-tier counterparts at the brand level. What-if simulations underscore the advantages of brand promotion and enhanced prestige, especially for top-tier brands. Income escalation benefits top-tier luxury watch brands, while its impact on lower-tier brands is intricate. These findings offer strategic insights for marketers to refine their approaches and harness the power of the prestige effect.

THE EFFECT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION

The utilization of celebrity endorsement as a marketing strategy has gained widespread popularity across various industries, including the electronic industry. The objective of this study is to assess the correlation between celebrity endorsement and purchase intention, specifically through brand image. The analysis compares the relationship between variables at two levels: industry and brand, each at varying levels of maturity. Results indicate that at the industry level, brand image plays a positive mediating role in the relationship between celebrity endorsement and purchase intention, despite a negative direct relationship between the two. At the brand level, celebrity endorsement has a negative impact on purchase intention for Samsung, while exhibiting no significant effect on Vivo brand. However, brand image positively mediates the relationship between the two. Furthermore, multigroup analysis reveals that the difference in effect between the two brands is not statistically significant.

Emerging Automotive Sector in Hungary: A Comparative Study

One of the pillars of the economy in Hungary is the automotive industry; despite going through ups and downs due to the pandemic in 2020, the new car market in Hungary shrank by almost a fifth, with a total of 128,000 vehicles purchased at various brand levels. The study focused on a comparative analysis of revenue towards four car brands with a relatively large market share in Hungary both in the provision of production units and spare part units regarding OEMs, namely Audi Hungary, Opel Szentgotthárd, Magyar Suzuki, and Mercedes-Benz. Using the ANOVA model, this research deployed a quantitative approach by analyzing panel revenue data for the four-car brands from 2017-2021. The results of this study place Audy as the car brand that generates the most revenue and Mercedes-Benz the least. Based on Post Host Tests analysis with the Tukey method, it shows that the nominal value of the income relationship between Opel Szentgotthárd and Magyar Suzuki is not significant with a Tukey HSD value greater than 0.05, which means placed second and third in revenue over five years. The increase in revenue growth from the four car brands is undoubtedly the main driving force for the Hungarian economy, which has been growing and developing amidst the current European economic crisis. Therefore, the government can certainly further develop the automotive industry in a more sustainable direction which is also a challenge for the government in overcoming the energy crisis. Even though foreign companies still dominate Hungary's automotive sector, this positively impacts employment.

ANALISIS PERILAKU DAN PREFERENSI KONSUMEN TERHADAP PEMBELIAN PRODUK MADU DI PROVINSI JAWA TENGAH PADA MASA PANDEMI COVID-19

The COVID-19 pandemic has made people realize the importance of maintaining a healthy body. A healthy body with a good immune system is believed to reduce the risk of transmission of covid 19. One product that is believed to have health benefits is honey, so it is needed and much sought after during the pandemic. This study aims to find out the attributes of honey products that are consumer preferences, and to find out the attributes that consumers consider the most in purchasing honey products in Central Java during the Covid-19 pandemic. The basic method used is the descriptive method. The research location was chosen purposively, namely in Central Java Province. Sampling was done by using accidental sampling of as many as 100 respondents. Data analysis used descriptive analysis, the Chi-Square method, and Fishbein Multi-attribute. The results showed that the attributes that become consumer preferences are brands that have been registered and have legal protection, medium volume (250ml-500ml), glass bottle packaging, high price (>Rp50,000.00/250ml packaging), and thick viscosity level. The attributes that consumers consider the most in their decision to purchase honey products in Central Java during the Covid-19 pandemic, respectively, are the level of viscosity, packaging, price, brand, and volume

Moderating effects of uncertainty on relative brand trust–love

Purpose The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust–love. Design/methodology/approach Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model. Findings Findings of the study suggest that relative brand trust–love arises because of different components of uncertainty. Relative brand trust–love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust–love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust–love. Research limitations/implications This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer–brand relationship. Furthermore, results suggest that relative brand trust–love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love. Originality/value The conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust–love, is a new approach in enhancing relative brand trust–love and hence helpful in strengthening the quality of customer–brand relationships.

How does a fashion brand’s customer experience translate in Premium & Luxury retail formats? A parisian retail market outlook

This article aims to better understand the customer experience at different fashion brand levels in. Given that many studies have looked closely at the in-store customer experience, there is very little data on the application of the results to different brands with different market positions. Purpose: The purpose of this research is to look at different fashion brand physical stores, understand their compositional elements and highlight the type of customer experience they would induce. Design/methodology/approach: Nine fashion brands were observed in the heart of Paris in March 2022. The sample consisted of active luxury, high-end and premium brands in the French market. Findings: In a highly digital world, brands are investing more in the phygitalization of their retail stores. And yet high-end and luxury brands still retain a more traditional look from their standalone retail stores, concept, and flagship. The aesthetic of the physical retail environment is mirrored in a theatrical setting that tells a story; the customer is the protagonist. Along the way, the social and societal aspects of retail stores are highlighted. The level of involvement, knowledge, and expertise of brand representatives, as well as the environments created for clients to weave their social activities, help induce, and influence their experience. In high-end and luxury boutiques, hedonist experiences are guided by design and reinforced by social and societal dimensions. Original/value: Current research has demystified the client experience in a physical retail environment and has identified the dimensions that greatly affect it and how they affect it. Research limitations and outlook: The limited external validity of qualitative research methods encourages us to pursue observations and corroborate results on the one hand. On the other hand, empirical testing would help to confirm the relationship between variables and their relevance in the area studied.

Fluoride content in various types of tea used by tea stalls in Salem district - An in vitro cross sectional study.

Tea leaves are natural rich source of fluoride and are known as fluorine absorbants. It is consumed on large scale in India and thus needs to be monitored for its daily fluoride consumption by customers. Tea manufacturers should mention fluoride concentrations on the packages to avoid overdose through unknown consumption by consumers. To detect the levels of fluoride in tea at different periods of boiling and to compare the fluoride levels in various brands of tea at different periods of boiling. A survey was conducted in 25 tea stalls of Salem on the type of tea and time of boiling black tea. The five most common brands of tea will bought for the study. The stainless-steel vessel will be used in the methodology for boiling tea. Mettur water will be used for the preparation of black tea and 1 g of tea leaves to 100 ml of hot (~95°C) deionized water (1% w/v tea infusion) and allowed the mixture to stand for 5 min in a glass beaker. After 5 min, the infusions were filtered and again left standing until they are cooled to room temperature. All fluoride measurements will be completed within 4 h of the preparation of the infusion. About 2 min and 4 min boiling will be followed. The fluoride present in each brand of tea will be calculated from black tea prepared using 2-(parasulfophenylazo)-1,8-dihydroxy-3,6-naphthalene-disulfonate (SPADNS) calorimetric method. The distribution of mean score of fluoride level in tea powders available in tea shops of Salem when boiled in distilled water was (559.00 ± 112.12). The mean score of fluoride level in tea powders available in tea shops of Salem boiled in Mettur water was (689.05 ± 116.34). To test the significance of difference between the average fluoride in tea powders available in tea shops of Salem when boiled in distilled water and Mettur water, the independent t-test was used. the P value is <0.05, and hence, it is found that there is significant difference between the average fluoride in tea powders available in tea shops of Salem boiled in distilled water and Mettur water. Thus, the study showed tea consists of significant amount of fluoride concentration that is consumed on daily basis. The study also evaluated fluoride concentration in tea preparations using different water. The study shows necessity for regulations of mentioning fluoride concentration on tea packs.

What is a retail brand - a systematic review of terms and definitions

PurposeAlthough many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.Design/methodology/approachThrough a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.FindingsSemantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.Originality/valueNoting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.

"A wolf in sheep's clothing": when so-called placebo interventions are not what they seem.

"A wolf in sheep's clothing": when so-called placebo interventions are not what they seem.

Coping comes with the job: An exploratory study into the selection and use of coping strategies for online aggression among social media influencers

Social media influencers (SMI) are increasingly becoming the target of online aggression. The first part of this study focuses on how this group of online users deals with online aggression and more specifically which coping strategies they use. In contrast to ordinary social media users, SMI experience online aggression situations on two levels: on a personal level and a human brand level. As a second aim, this study wants to explore whether and how personal emotions on the one hand and brand concerns on the other hand explain SMI's choice of coping strategies based on a combination of Transaction Coping Theory and Conservation of Resources Theory. To meet these aims, we conducted a survey among an international sample of SMI (N = 200; Mage= 36.19; 47% female) about their experiences with online aggression, personal emotions, brand concerns and coping strategies. The results of CFA and hierarchical regressions indicate that SMI coping strategies can be classified into cognitive, behavioral and social strategies, with cognitive strategies being the most commonly used. The use of the three types of strategies can be explained by both personal emotions (e.g., being angry and scared) as well as brand concerns (e.g., being concerned about losing commercial opportunities). The brand concerns seem to overwrite part of the contributions of personal emotions, which might point to emotional labor. Lastly, how often one experiences online aggression turns out to be a very important factor above and beyond personal emotions and brand concerns.

The adoption of conscientiousness in business to business relationships

For years, conscientiousness has been studied at the individual level as one of the Big 5 personality traits. A new wave of researchers are now exploring conscientiousness at the firm or brand level as firms move beyond CSR and embed a comprehensive stakeholder perspective into their organizations and brand identities. Moving beyond profit goals, conscientious organizations consider the impacts of their actions on customers, society, the environment, shareholders, and employees. Importantly, conscientious organizations also anticipate the impact of their activities on their business-to-business (B2B) partners as well. Moreover, the actions of a firm's B2B partners influence the firm's ability to achieve its own responsible management goals. While nascent research explores the development of conscientiousness at the organizational level, very little research to date has applied conscientiousness in the B2B context or examined the impact of a firm's conscientiousness on its channel partners. Using contagion theory, specifically normative pressures, as a lens, this research develops a propositional framework for how conscientiousness can permeate through B2B relationships, thus facilitating conscientious adoption between businesses. While this research is exploratory, it thoughtfully initiates a discussion about B2B relationships in the development and adoption of conscientiousness throughout organizations and the supply chain.

Purity Level of Different Brands of Marketed Pesticides

The study was undertaken to determine the purity level of eleven selected pesticides collected from different locations of Bangladesh. In this study, Gas Chromatography coupled with Flame Ionization Detector (FID) and Electron Captured Detector (ECD) was used to determine the purity of acephate, diazinon, dimethoate, chlorpyrifos, quinalphos, malathion, fenitrothion cypermethrin, fenvalerate. High Performance Liquid Chromatography (HPLC 20A Prominence) coupled with Photo Diode Array (PDA) detector was used to determine the purity of carbofuran and carbosulfan. Results indicated that 40% of the tested pesticides have lower active ingredient (ai) than stated on the label of container. A total of 11 pesticides were tested. The purity of all tested brands of fenvalerate and fenitrothion were 100%. The purity of cypermethrin ranged from 72-100%. The purity of organocarbamate pesticide carbofuran and carbosulfan ranged from 70-100% and 95-100%, respectively. The purity of dimethoate, chlorpyrifos, malathion, quinalphos, diazinon and acephate ranged from 63-100%, 67-100%, 79-100%, 83-100% and 68-100%, respectively.&#x0D; Bangladesh J. Agril. Res. 46(2): 167-174, June 2021

Relationship between brand innovativeness and customer satisfaction: a moderated mediation model from Generation M perspective

PurposeThis paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and communication strategy as moderating variables to validate relationship between innovativeness and perceived quality from the perspective of Generation M.Design/methodology/approachCluster sampling method is used and data is collected from 451 graduates studying in different universities of Sahiwal division to know their perception regarding mobile phones brands. Structural equation modelling technique is used, and all analyses are performed using SPSS 23.0 and SmartPLS 2.0 to know the findings of the study.FindingsThis study finds positive significant nexus between innovativeness-satisfaction, innovativeness-perceived quality and perceived quality-customer satisfaction at brand level. This study also finds that perceived quality is a significant mediator between brand innovativeness and customer satisfaction. However, moderating variables do not help to boost the relationship among brand innovativeness and perceived quality to transmit their impact on customer satisfaction.Practical implicationsThis study may help to understand the preferences of different generations. Findings of the study can also benefit the firms in investment decisions, brand management and formulation of innovative strategies for future.Originality/valueTo the best of the authors’ knowledge, this work is one of the first studies to investigate the integrated model of BI-CS through mediating and moderating variables to know the perception of Generation M regarding smartphone brands in developing economies like Pakistan.

A Double Assessment of Privacy Risks Aboard Top-Selling Cars

The advanced and personalised experience that modern cars offer makes them more and more data-hungry. For example, the cabin preferences of the possible drivers must be recorded and associated to some identity, while such data could be exploited to deduce sensitive information about the driver’s health. Therefore, drivers’ privacy must be taken seriously, requiring a dedicated risk assessment framework, as presented in this paper through a double assessment combining the asset-oriented ISO approach with the threat-oriented STRIDE approach. The framework is tailored to the level of specific car brand and demonstrated on the ten top-selling brands as well as, due to its innovative character, Tesla. The two approaches yield different, but complementary findings, demonstrating the additional insights gained through their parallel adoption.

МОДЕЛИРОВАНИЕ МЕХАНИЗМА УПРАВЛЕНИЯ БРЕНДИНГОМ ТЕРРИТОРИЙ

The purpose of this paper is to elaborate the governance mechanism of place branding process that ensures the integration of branding into the territory development system. For this purpose, the three-level place branding process structural scheme was formulated and justified, and the existing place branding models have been studied. Then, the theoretical and empirical data on place branding process organization were incorporated into holistic model based on three-level structural scheme. As a result, the conceptual model of place branding governance mechanism has been elaborated. The model reflects three levels of place branding organization: the level of brand as a dynamic system of associations related to the territory, the level of branding as the process of territorial brand creation, and the level of branding as a tool of territory development. The model is described in two versions: the basic version, which reflects place branding as a process coordinated by regional administrations, and the extended version, which describes place branding as a co-creation process by independently acting stakeholders. The originality of the proposed model is that it describes in detail the governance of place branding process, which is currently an understudied aspect in the modern literature. The proposed model also consolidates into a holistic system three levels of place branding process, which are usually studied separately.The model could be used in practical cases of place branding implementation for designing a brand management system and serve as a basis for further elaboration of place branding theory.

Identification of Source Camera by Amalgamation of PRNU and Noise Print Using Dimensionality Expansive Residual Network

It might be challenging in the field of image forensics to identify the source camera of a picture. This researchproposes a noise adaptable convolutional neural network-based technique for camera identification. For cameraidentification, the suggested solution combines Photo Response Non-Uniformity (PRNU) noise and Noiseprint.Three parallel dimensionality expanded residual networks with convolutional layers of kernel size 1x1 were puttogether for enhanced feature extraction. The experiment mentioned above uses pictures from the ”Vision Dataset”as its subject matter. The experimental findings demonstrate the effectiveness of the suggested methodology inidentifying the source camera at the brand, model, and device levels. When two of the three networks were fedwith PRNU and one with noiseprint, the best performance was obtained.