Brand Management Research Articles

Halal fashion insights: understanding brand dynamics in consumer perception

Purpose This study aims to investigate the intricate interrelationships between brand experience, self-congruence, brand trust, brand image and brand love within the halal fashion industry. The primary objective is to uncover the underlying dynamics that influence consumer perceptions and behaviours in this unique market context. Design/methodology/approach Using a quantitative method and purposing sampling, data were collected from 500 consumers of halal fashion brands using online questionnaires by Google Forms. Partial least square-structural equation modelling techniques were used to analyse the data and test the hypothesized relationships between the variables. Findings The findings reveal significant positive relationships between brand experience and self-congruence, brand experience and brand trust, self-congruence and brand trust and self-congruence and brand image. Furthermore, brand trust and brand image emerged as a significant predictor of brand love within the halal fashion context. Research limitations/implications The sample size and geographic scope were limited to consumers in Indonesia, which may impact the generalizability of the findings. Although fashion trends are often seen as more applicable to women, this research included both women and men to provide a comprehensive understanding of consumer behaviour. Future research should explore these constructs in diverse cultural contexts and consider gender-specific nuances to enhance generalizability and robustness. Practical implications This study offers actionable strategies for halal fashion branding. Marketers should create brand experiences aligned with Islamic values, ensure transparency in sourcing and halal certification and embrace cultural diversity in campaigns. Leveraging digital platforms and influencers can enhance engagement and foster brand loyalty. These insights provide a framework for building trust, inclusivity and long-term success in the halal fashion market. Originality/value This study offers a novel contribution by examining the relationships between brand experience, self-congruence, brand trust, brand image and brand love specifically within the halal fashion market. Unlike previous research, it focuses on how Islamic cultural and religious values influence these constructs, providing fresh insights into branding strategies in this niche sector. Theoretically, it enriches understanding of consumer behaviour in culturally specific markets, whereas practically, it offers actionable guidance for marketers to build trust and emotional connections with halal fashion consumers.

Can fast fashion brands win over Gen Z with corporate social responsibility communication on Instagram by appealing to their emotions?

Purpose This study aims to understand how Gen Z consumers perceive fashion brands’ corporate social responsibility (CSR) communication through emotional appeals on Instagram and how such perception affects their overall behaviour towards the brand. Design/methodology/approach The study adopts a qualitative research approach through photo-elicitation and 14 semi-structured in-depth interviews with members of Gen Z, using one of the world’s largest fast fashion brands, H&M, as the study context. Findings It is increasingly difficult to capture the attention of Gen Z as they have become immune to the typical CSR messages despite attempting to appeal to their emotions. This makes CSR communication alone challenging in influencing brand perception. However, behaviour towards the brand, such as purchase intention, is not necessarily dependent on whether consumers are convinced of the brand’s CSR activities, as greater value is placed on fast fashion’s price and availability. For Gen Z, such elements surpass their concern for sustainable fashion. Since more emphasis is placed on neutral endorsers due to their trustworthiness, CSR efforts may be disseminated through such third parties to achieve desired outcomes. Practical implications Understanding consumers’ perceptions of the current CSR effort allows brand managers to reevaluate their CSR communication strategies to appeal to Gen Z and encourage positive brand behaviour. Originality/value Contrary to previous studies, which have focused on organisational outcomes, the study has in-depth explored consumers’ perception of CSR efforts on Instagram and the implications of such perceptions for long-term brand building.

Opportunities and Challenges for Destination Marketing Using Search Engine Data

Destination branding and digital diplomacy, as two driving forces for the tourism industry, can capitalize on branding strategies and marketing instruments from commercial practice. Although existing research has explored ways this should include search engine optimization (SEO) tools and analyses, implementation has been limited so far. Currently, daily queries and results in global search engines have a major impact on international perceptions of countries and the formation of public opinions in the context of the tourism industry and country relations. SEO tools not only create new challenges and possibilities for data analysis for related scientific disciplines, but also offer great benefits for political, cultural, and educational institutions and decision-makers in destination branding and tourism. It is crucial for these entities to carefully evaluate and strategically employ websites and web content to rank better in search engine results. This study closes a gap in applied research by critically examining common approaches to search engine analysis for tourism purposes, especially those based on Google Trends data. This includes introducing previously neglected SEO analysis methods, along with cases regarding their applications. The study concludes by discussing the limitations of search engine resources and their potential for future research and use in destination branding and digital diplomacy in the tourism context.

PENINGKATAN DAYA SAING UMKM MELALUI STRATEGI BRANDING YANG EFEKTIF DAN INOVATIF

Enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) is a key focus in supporting national economic growth. This community service program aims to provide training and guidance for MSME actors on effective and innovative branding strategies to improve their ability to compete in local and national markets. The program is a collaboration between Gunadarma University and the Indonesian Association of Young Lecturers (ADMI), conducted during the PTA 2024/2025 academic year through online and offline sessions. The program integrates the university's expertise in Information and Communication Technology (ICT), involving four faculties and ten related disciplines, such as information systems, accounting, and communication studies. The training includes digital branding, brand identity management, and technology-based marketing strategies. This program is expected to enhance the skills of MSME actors in building competitive brands and produce outputs such as scientific publications, activity documentation, and increased lecturer participation in community service initiatives.

Building a city brand for international retirees: case of Chiang Mai city, Thailand

ABSTRACT This study explores the efforts of multiple stakeholders in communicating a shared vision of city branding for a destination serving mature consumers. Using a case study methodological approach, and thematic analysis, we examine online marketing materials targeting international retirees through the lens of place branding, anthropomorphism, and shared brand equity. The findings reveal brand relationships that emerge through a multiple stakeholders’ viewpoint and put forward appropriate destination resonance elements. By proposing business models tailored to retirees’ diverse needs, the study’s theoretical contribution refers to the role of brand resonance equity empowering stakeholders to innovate. Our proposed theoretical and practical implications offer guidance for ASEAN-based city brands seeking to differentiate their branding strategy to cater to senior populations.

PENINGKATAN KOMPETENSI PELAKU UMKM DALAM STRATEGI BRANDING BERBASIS TEKNOLOGI

This community service program aims to provide training and guidance for Micro, Small, and Medium Enterprises (MSMEs) in implementing technology-based branding strategies. The activity is a collaboration between Gunadarma University and the Indonesian Young Lecturers Association (ADMI), conducted throughout the PTA 2024-2025 academic year. The program employs a hybrid implementation method (online and offline), tailored to the needs of MSMEs. The primary focus of this program is to enhance MSMEs’ understanding and skills in utilizing technology for digital branding, covering creative content creation, social media utilization, and market target analysis using digital tools. This initiative involves six fields of study—Accounting, Management, Industrial Engineering, Mechanical Engineering, Information Systems, and English Literature—to provide a comprehensive interdisciplinary approach. The expected outcomes include improving MSMEs' competencies in building a strong brand identity, managing digital branding campaigns, and expanding market reach through technology. Program outputs include journal publications, activity documentation in the form of videos, and increased lecturer participation. All program results will be reported to Gunadarma University’s Community Service Institution (LPM-UG) as part of program evaluation.

ANALYSIS OF THE ROLE OF SOCIAL MEDIA IN BRAND MANAGEMENT AND MARKETING

The use of social media in brand management and marketing has become increasingly important, but companies face several challenges in maximizing the potential of social media. Key issues include the need to create relevant and engaging content, overcome content fatigue, respond to algorithm changes, and proactively manage brand reputation. This study aims to explore various aspects related to the use of social media in brand management and marketing. Using a qualitative approach and case studies of several brands that actively use social media, this study investigates the role of social media in building brand awareness, effective marketing strategies, and the impact of influencer collaboration. The findings show that social media can increase brand awareness at a lower cost and with a wider reach compared to traditional media. In addition, the use of visual content and analytical tools on social media has been shown to increase the effectiveness of marketing strategies. Collaboration with influencers is also considered to have a significant impact on expanding brand reach and building more personal relationships with audiences. This study provides recommendations for companies to manage content and collaboration with influencers more carefully to improve marketing effectiveness and maintain brand reputation on social media.

ВЛИЯНИЕ СТРАТЕГИЙ БРЕНДИНГА НА ПОВЕДЕНИЕ ПОТРЕБИТЕЛЕЙ В ПИЩЕВОЙ ПРОМЫШЛЕННОСТИ АЗЕРБАЙДЖАНА: ОЦЕНКА ДЕМОГРАФИЧЕСКИХ ФАКТОРОВ

This study examines the impact of branding strategies on consumer behavior within the context of demographic variables. The primary aim is to identify differences in consumer behavior based on demographics such as gender, age, monthly income, education level, cultural status, current employment status, and sector of employment. Data collected from randomly selected survey participants were analyzed using statistical methods, including T-tests and One-Way ANOVA. The findings reveal significant variations in consumer behavior across demographic factors. This research provides valuable insights into enhancing the effectiveness of branding strategies, particularly in Azerbaijan's food industry.

Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam

This study aims to examine the impact of brand ambassadors on customers’ purchasing intention in Vietnam. In this study, a total of 310 subjects participated in the online survey through Google Forms. The results show that purchase intention is significantly influenced by trustworthiness of the brand ambassador. There is also a positive influence on purchase intention by attractiveness, familiarity, and value alignment of the brand ambassador. Conversely, the brand ambassador’s scandals negatively affected customers’ purchasing intention. Moreover, gender difference has a significant effect on, whereas occupation has no significant effect on purchase intention. The findings offer a valuable recommendation for brand managers to choose brand ambassadors and enhance their advertising and marketing strategies.

Exploring the Influence of Brand Authenticity on Consumer Behavior: Insights from Generation Y Consumers in Pakistan

This study investigates the influence of perceived brand authenticity (PBA) dimensions (quality commitment, heritage, and sincerity) on brand love and subsequent consumer behavior among Generation Y consumers in Pakistan. Additionally, this research introduces brand trust as a mediating variable and explores differences between local and global brands to enhance originality. A mixed-approach approach emerges as employed, combining quantitative surveys and qualitative interviews. Data were accumulated from a numerous sample of Generation Y clients in Pakistan through a hooked up questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) emerges as used for hypothesis testing. Additionally, in-depth interviews were achieved to capture qualitative insights on brand authenticity perceptions. The results reveal that PBA dimensions significantly impact brand love, which, in turn, influences continuous purchase intention (CPI) and price premium (PP) willingness. Moreover, brand trust mediates the relationship between PBA and consumer behavior, strengthening the effect. Additionally, local brands (e.g., J., Khaadi, Daraz.pk) exhibit stronger authenticity perceptions than global brands (Adidas, KFC, Amazon) among Pakistani consumers. Digital marketing and influencer endorsements further enhance authenticity perceptions. This study contributes to branding literature by integrating Self-Determination Theory (SDT) and Consumer Culture Theory (CCT) to explain Pakistani consumers’ preference for authentic brands. It highlights the role of trust and digital branding in shaping PBA perceptions. For marketers, the findings suggest that authenticity-driven strategies, including transparent communication, cultural storytelling, and social media engagement, can enhance brand loyalty and justify premium pricing. This research contributes to the existing literature by examining the role of PBA in shaping consumer behavior within the Pakistani context. By understanding the specific factors that drive brand love and loyalty among Generation Y consumers, marketers can develop more effective branding strategies.

Understanding brand evangelism- a systematic review of the literature and future research avenues

ABSTRACT Brand evangelism (BE) involves not only the promotion of brands but also protection against criticism. This phenomenon is of immense importance to practitioners and academicians because when a group of devoted customers recruit and proselytize non-users, it significantly reduces a firm’s marketing expenses. Although recent research has attempted to explore this topic, it remains underdeveloped; therefore, we perform a systematic literature review (SLR) to advance the topic further. Based on the comprehensive review, we discuss different facets of brand evangelism to delineate it from related concepts, develop a better understanding of its antecedents and outcomes, and suggest directions for future research. In doing so, we chalk out the possible theories, contexts, methods, antecedents, moderators, and outcomes that can help further the BE research. In this way, this SLR attempts to enhance our understanding of this phenomenon which can benefit brand managers immensely.

Face consciousness: the impact of gift packaging shape on consumer perception

PurposeThis study aims to shed new light on the effect of gift packaging shape, specifically the distinction between horizontal and vertical orientations, on the face consciousness of both gift givers and recipients. The underlying mechanism of the main effect is examined, focusing on the perception of social status symbols. In addition, downstream outcome variables were included in the study to explore the effects of gift package shape on willingness to buy (WTB) and word-of-mouth (WOM) in the giver and receiver contexts, respectively. Furthermore, these effects were repeatedly verified in both China and the USA, revealing the significance of cultural differences. The study also investigated the moderating effects of an individual’s power state (low or high power) on the giver’s face consciousness.Design/methodology/approachSix studies were conducted to address the research objectives. Study 1 compared the gift givers’ face consciousness of a gift when presented with vertical package shapes versus horizontal. Subsequently, Study 2 investigated whether consumers’ perception of social status symbols mediates the effect of gift package shape on gift givers’ face consciousness. Study 3a expanded the conceptual model to include the downstream outcome variable of WTB in the context of gift-giving. Study 3b was validated with American participants, revealing the influence of cultural background differences on face consciousness. Study 4 introduced a gift-receiving context to investigate the chain-mediated effects of gift package shapes on consumer WOM. Lastly, Study 5 critically examined the boundary effect of personal power states on the interaction between the gift givers’ face consciousness and WTB.FindingsThe results indicate that gift givers and recipients attribute higher face consciousness to gifts with vertical package shapes compared to horizontal ones. In addition, consumers’ perception of gifts as status symbols was the underlying mechanism driving the impact of gift packaging shape on face consciousness. Furthermore, the face consciousness for gift packages of vertical shape was enhanced when people were in lower-power states as opposed to higher-power states, subsequently leading to an increase in the WTB.Research limitations/implicationsThe research is limited to an online virtual brand study; future field studies could be conducted to enhance the authenticity of the participants’ gift-giving experience and the overall external validity of the studies. In addition, gender-based stereotypes and the relationship between the giver and the receiver (transactional or intimate) may also influence the relationship between gift package shapes and face consciousness.Practical implicationsThe practical implications of this research focus on three points. First, gift brand managers should strategically employ vertical package shapes to signal high-end attributes and evoke face consciousness among consumers, aligning with the psychology of both givers and recipients. Second, managers must consider consumers’ power states in gift-giving scenarios, tailoring packaging recommendations to the dynamics between givers and recipients to maximize market share. Last, cultural differences in face consciousness, particularly between Asian and Western cultures, necessitate that managers adapt packaging designs to respect and enhance the social status of both givers and recipients in culturally sensitive ways. These findings underscore the importance of understanding and integrating consumer psychology, power dynamics, and cultural nuances into gift packaging strategies to boost market share.Originality/valueThe research contributes to understanding the impact of gift packaging shape on the perception of face consciousness among both gift givers and recipients. It highlights the mediating role of social status symbols and extends its scope by examining downstream effects such as WTB and WOM. It explores individual power states as a moderating factor, revealing how personal dynamics influence perceptions of face-saving consciousness. Also, the cross-cultural validation of these effects in China and the USA underscores the importance of considering cultural differences.

Happy to co­create: the influence of product co­creation over consumer hedonic adaptation

PurposeResearchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption experiences over time. Meanwhile, co-creation initiatives seem to be gaining traction in brand strategies. However, little is known about how individuals experience the co-creation effects in consumption. The purpose of this study is to analyse the impact of consumer co-creation experiences on predicting hedonic adaptation. Also, it aims to provide insights into the emotional aspects of consumption.Design/methodology/approachThree mixed-design experimental studies were conducted to explore the effects of co-creation on consumer hedonic adaptation, affective forecasting and emotional responses. Study 1 and Study 2 were conducted online with American participants. Study 3 was conducted in a laboratory setting in Brazil.FindingsThe research demonstrated that individuals predict that the path to consumption adaptation will be longer when co-creating their products co-create. However, this effect varies depending on the type of product. As for the emotional aspect, consumers attribute more positive emotions than negative ones in the context of co-creation.Research limitations/implicationsThis study manipulated different conditions considering specific product types. Future research should apply this framework to other products and services to confirm the generalization of the study’s findings. Also, the authors encourage future studies that explore emotions in different co-creation scenarios.Practical implicationsElucidating how co-creation impacts consumers’ hedonic adaptation empowers companies to leverage co-creation to cultivate positive consumer attitudes and brand loyalty. Marketing campaigns can highlight the emotional benefits of ownership and personalization. It also provides a sustainable perspective for companies, which seeks consumers who remain present over time and trust the company. Furthermore, co-creation can be used strategically for innovation management. By co-creating limited-edition trial products, companies can involve new customers, foster a sense of ownership and potentially mitigate hedonic adaptation, while gathering valuable insights for new product development.Originality/valueThis research advances the limited literature on co-creation and customer hedonic adaptation, which lies at the interface between consumer behaviour and product development. It explores how product co-creation affects consumers’ predictions and shopping experiences concerning pleasure decrease, including product value and company feedback. Additionally, it examines the role of emotions in co-creation and hedonic adaptation. This research contributes by demonstrating the impact of co-creation on adaptation, affective forecasting and emotional responses during consumption.

Optimalisasi Daya Saing UMKM Melalui Strategi Personal Branding di Era Digital

This community service program focuses on improving the competitiveness of MSMEs in RT 40 Magersari, which faces the problem of minimal branding due to the lack of business logos, which hinders product marketing. This activity aims to strengthen the brand identity of MSMEs through logo design and plaque-making to increase their market presence. The methods include field observation, MSME data collection, logo design, and banner plaque making. The results show that the logo and plaque have succeeded in increasing visibility, sales, and consumer trust in local MSME products. The novelty of this program is the personal branding-based approach for home-based MSMEs in local communities. The implications of this study highlight the importance of branding strategies as a primary tool to support competitiveness and community-based economic growth.

Elevating Customer Brand Advocacy Through Owned Social Media Content

This study examines the relationship between personal values embedded in brand-owned social media (OSM) messages and customer brand advocacy (CBA) using text mining data of tweets from Fortune 500 companies. We employ an economics approach to examine how personal values influence CBA across service and manufacturing brands. Our findings reveal that self-enhancement and conservation values significantly boost CBA, while self-transcendence and openness to change are less impactful. Furthermore, this study highlights that conservation values are more effective for manufacturing brands, whereas self-enhancement, self-transcendence, and openness to change drive higher CBA in service brands. This study contributes to the literature on social media marketing by providing actionable insights for brand managers, demonstrating that aligning OSM content with personal values can enhance CBA. This study offers a nuanced understanding of how personal values and industry characteristics intersect to influence consumer behavior, helping brands craft more effective and resonant social media strategies.

Buffering or catalyzing? The impact of brand age on consumer responses to competence-related versus ethics-related brand crisis

PurposeBrand crises are widespread in the marketplace and how consumers perceive and respond to such crises is crucial for brand survival. This paper aims to elucidate the critical role of brand age in shaping consumers’ negative responses to competence-related versus ethics-related crises, with a particular focus on the Eastern cultural context. In addition, the roles of information diagnosticity and culture are investigated.Design/methodology/approachIn a series of four studies conducted across China and the USA, the authors use a rigorous between-subject experimental design to delve into the dynamics of how the interplay between brand age and brand crisis impacts consumers’ negative responses, specifically negative word-of-mouth and boycott tendency, toward brands perceived as guilty.FindingsResults show that brand age helps mitigate the negative responses of consumers in competence-related crises, yet exacerbates such reactions in ethics-related crises. In addition, information diagnosticity mediates the interactive effect of brand crisis and brand age on consumers’ negative responses. However, the results of the cross-cultural comparison study suggest that brand age exaggerates consumers’ negative responses to ethics-related brand crises only in Eastern cultures, but not in the Western contexts.Research limitations/implicationsThe research reveals the dual-edged impact of brand age during crises, enriches the literature that draws on information diagnosticity within the hierarchical restrictive schema theory. It also clarifies the boundary mechanisms related to cultural differences.Practical implicationsThe findings of this research provide meaningful implications for brand managers by communicating the oldness of a brand may serve to buffer negative consumer responses to competence-related crises but can exacerbate the consequences of ethics-related crises.Originality/valueThis research offers a novel perspective on the nuanced influence of brand age on consumers’ adverse reactions to brand crises. It clarifies why emphasizing the oldness of brands in Eastern-culture markets is effective in mitigating competence-related crises but often counterproductive for ethics-related crises.

Destigmatizing Cannabis: A Theoretical Exploration of Shifting Consumption Norms in the U.S. Legal Market

This study explores the destigmatization of stigmatized consumption, focusing on the evolving landscape of legal cannabis in the United States. With global adult-use cannabis sales projected to surpass 33 billion U.S. dollars by 2025, the market's growth is undeniable. Despite its expansion, the legal cannabis market remains intricate and controversial. There has been a steep increase in support for cannabis legalization over the last two decades in the U.S. and around the world. This study combines the “stigma turbine” theoretical framework with normative social behavior and market co-optation theories, proposing a categorization of consumption practices from stigmatized to destigmatized to normalized to normatized. By examining the destigmatization process, this framework offers insights applicable beyond cannabis, aiding scholars in understanding the dynamics of stigmatized behaviors and guiding policymakers and brand managers in navigating evolving perceptions and responses. We offer a few public policy implications that advocate for more research in the cannabis field that would educate consumers and increase awareness.

Brand Strategy and the Effective Marketing Position of the Blind Box Industry: A Case Study of Pop Mart

Aims: This study examines POP MART's rapid growth in China's blind box sector. By integrating the insights and strategies from a systematic review, the industry can successfully interact with customers, create loyalty, and produce unforgettable experiences. Study Design: A qualitative approach is used in this research, using secondary data, content analysis, social media, and other news-related articles relating to the success of the blind box industry Methodology: This research investigates and describes the design elements, brand and marketing strategies, and consumer psychology of successful blind box firms. This study systematically examines POP MART's unique circumstances using the blind box business model. Conclusion: This research will aid other companies that want to enter or grow their blind box market or adopt a similar business approach. This study applied the POP MART and blind box brand case studies, specifically the theoretical and applied marketing implications.

Persepsi Gen Z terhadap Penggunaan Social Media Marketing sebagai Media Komunikasi dalam Proses Keputusan Pembelian Kopi Kenangan

The advancement of digital technology has transformed marketing landscapes, with social media emerging as a strategic platform to engage consumers. Generation Z, born between 1997 and 2012, exhibits a strong connection to social media and is influenced by digital content during their purchasing decisions. This study investigates Generation Z's perception of social media marketing as a communication medium in the decision-making process for purchasing Kopi Kenangan products. Using a qualitative literature study method, data were gathered from scholarly articles, journals, and related documents published between 2020 and 2024. The findings highlight that interactive and personalized social media marketing strategies significantly impact Generation Z's perception and purchasing decisions. This research contributes to the understanding of effective digital marketing strategies for local coffee brands, providing insights into how Generation Z responds to and engages with such efforts.

The Impact of Diversified Product Layout on Cultural and Creative Brand Building: Take the Operation of the Palace Museum Cultural and Creative Brands Online Stores as an Example

With the recovery of tourism industry and the support of national policies, China's cultural and creative industry has developed rapidly. Among them, the Palace Museum cultural and creative products has become a typical case because its great sales popularity, and its diversified product layout is also worth learning from other cultural and creative brands. Through case analysis and questionnaire survey, based on qualitative and quantitative data, this research makes a comprehensive analysis of the diversified product line, market performance and consumer feedback of the Palace Museum cultural and creative products. The study finds that the diversified product layout of the brand is mainly reflected in the three main aspects of diverse product types, creative product design and targeted product launch. This strategy has an important impact on the brand sales, influence, market competitiveness, and consumer loyalty. The results of this research make up for the research gap in the diversified product layout of cultural and creative brands, and provide a new perspective and program for the sustainable development of other cultural and creative brands in China. In the future, the Palace Museum needs to constantly pay attention to the changes in the consumer market and consumer demand, combine with digital technology, and continuously launch new creative products.