Product Brand Research Articles

CD44-targeted hyaluronic acid coated imiquimod lipid nanocapsules foster the efficacy against skin cancer: Attempt to conquer unfavorable side effects.

This study was executed to mitigate imiquimod (IMQ)-side effects and promote its anticancer potential against skin cancer via encapsulation in hyaluronic acid-coated lipid nanocapsules (HA-LNCs) for targeted topical delivery. The LNCs were prepared using the phase inversion technique. Optimized LNCs formulation was gained following 22 factorial design experiment to adjust the IMQ and CTAB concentrations. The two variables were found to significantly influence the dependent responses. The encapsulation efficiency of IMQ exceeded 97%. HA coating provided a sustained release of IMQ from LNCs, with 63.81±2.45% of IMQ released after 24h. Moreover, the ex-vivo human skin permeation study showed that 7.9-fold more IMQ was localized in all skin layers than that permeated. In vitro anticancer activity indicated that IMQ-HA-LNCs had higher cytotoxicity (IC50=22.39μg/mL) compared to free IMQ (IC50=97.94μg/mL). Further, in vivo studies revealed that encapsulation of IMQ in HA-LNCs enhanced its immunostimulatory potential and promoted its anti-tumor activity in competing skin cancer even in low doses compared to the untreated group and group treated with a brand product with no topical or systemic toxicity. The present study suggested that HA-LNCs with their mixed polymeric/lipophilic nature epitomize a promising strategy for safe topical delivery of poorly water-soluble candidates.

Editorial: Industry and individuals: branding, labelling, and marketing of food products

Editorial: Industry and individuals: branding, labelling, and marketing of food products

The Influence of Brand Image, Product Innovation, and Social Media Marketing Activity on Repurchase Decision Through Customer Satisfaction as An Intervening Variable at Mixue In Bojonegoro

The development of the food & beverage (F&B) industry in Indonesia is currently growing very rapidly. Changes in people's lifestyles, especially in big cities, who like fast food and drinks, coupled with the passive use of digital platforms which have a transformative impact on digitalization provide opportunities for F&B businesses to promote their products to internet users. This research aims to find out empirical evidence regarding the influence of brand image, product innovation, social media marketing activity, on repurchase decisions and customer satisfaction. The population in this research are customers who have made purchases at Mixue Bojonegoro. The sampling technique is a purposive sampling technique which is randomly selected from customers who have made purchases at Mixue Bojonegoro, namely 100 respondents. Hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS). Based on the results of the analysis of the 7 hypotheses analyzed, all were proven to be accepted, namely brand image, product innovation, and social media marketing activity had a significant effect on repurchase decisions and customer satisfaction. This research provides insight for companies in designing effective marketing strategies to increase customer loyalty through improving brand image, product innovation and marketing activities on social media.

Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit

Purpose This study aims to investigate the impact of brand engagement on consumer responses to brand extensions, particularly in terms of value perception, attitude and purchase intention in a masstige context. The study examines low-fit/high-functionality and high-fit/low-functionality products. It also explores the crucial role of self-congruence in enhancing brand engagement, which leads to positive consumer responses towards brand extensions. Design/methodology/approach After establishing the theoretical foundations, pre-tests identified the product types and their fit level. In this quantitative study, 464 questionnaires were administered. Confirmatory factor analysis and structural equation modelling validated the model and tested the hypotheses for low-fit/high-functionality and high-fit/low-functionality products of a masstige brand. Findings Data analysis shows that brand engagement positively affects value perception, attitude and purchase intention. However, consumers’ responses to brand extension differed for low-fit versus high-fit products. Moreover, social self-congruence and actual and ideal self-congruence positively impact consumers’ active engagement with masstige brands. Originality/value This research shows that low-fit extensions of masstige brands can succeed with high functionality, while high-fit extensions mitigate the negative effects of low functionality, a key attribute of masstige brands. The study adds to the limited literature on self-congruence and engagement by identifying actual and ideal self-congruence as determinants of brand engagement. It is also among the first to demonstrate that social self-congruence drives brand engagement for masstige brands.

QFD és a Kano-modell integrálása egy étrend-kiegészítő tabletta bevezetéséhez

The University of Debrecen (UD) is aiming to enter the dietary supplements market with its own branded and self-manufactured products. The goal of our research is to determine the product characteristics which provide a competitive advantage for a dietary supplement capsule about to be launched and translate them into technological parameters of manufacturing. In this research, we aim to find out (K1) which product characteristics contribute the most and (K2) which technological parameters need to be focused on during production. To answer these questions, we integrated the Kano Model was integrated into the "House of Quality" (QFD) model and cluster analysis was conducted. By applying these methods together, we can get a clearer picture of which product characteristics to focus on in product development to achieve the highest increase in customers’ satisfaction. The responses of 298 individuals were analysed based on their consumption habits. According to our results, natural ingredients, scientific background of the University of Debrecen, and safety were attractive factors for identifiable target groups, moreover, the first two attributes contributing the most to customers’ satisfaction. Therefore, we also recommend indicating these on the packaging. Based on the House of Quality analysis, bioactive ingredients emerged as the most important technical parameter, so we recommend its adaption in production.JEL codes: I12, L11 L66

THE INFLUENCE OF BRAND IMAGE, SOCIAL INFLUENCE AND PRODUCT PRICE WITH TRUST AS MEDIATING VARIABLES ON THE PURCHASE INTENTION OF 'RAJA DIMSUM' CULINARY MSMES IN GENERATION Z IN PADANG CITY

The large number of culinary industry MSMEs that are developing at this time does not guarantee to avoid problems that affect their growth. Likewise, what was passed by “Raja Dimsum”, Culinary MSMEs which had several obstacles when running their business. This study aims to determine the effect of Brand Image, Social Influence and Product Price on Purchase Intention of UMKM Culinary 'Raja Dimsum' in Generation Z in Padang City. This research sampling technique with certain criteria. The research participants totaled 170 respondents who were selected as samples. Data were collected through online questionnaire distribution and then analyzed using SmartPLS 3.0 software. The results of this study reveal that (1) brand image has no direct effect on purchase intention, (2) social influence has a significant positive effect on purchase intention, (3) product price has a significant positive effect on purchase intention, (4) trust has a significant positive effect on purchase intention, (5) brand image has no direct effect on trust, (6) social influence has a significant positive effect on trust (7) product price has a significant positive effect on trust (8) brand image has no effect on purchase intention mediated by trust (9) social influence has a significant positive effect on purchase intention mediated by trust (10) product price has a significant positive effect on purchase intention mediated by trust.

Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024

The campaign period in the 2024 presidential election was crucial for the three presidential candidate pairs (Anies-Muhaimin, Prabowo-Gibran, and Ganjar-Mahfud) to develop and implement their political communication strategies. Branding was a key aspect of political communication that needed to be considered. One of the more interesting aspects was the branding of Prabowo as a candidate participating in the presidential election for the fourth time, now showcasing a different character. This research was conducted to analyze Prabowo's political branding through social media during the 2024 presidential election campaign. The focus of the research was to describe Prabowo's political branding by categorizing it into three parts: house brands, platform brands, and product brands, in accordance with the brand hierarchy theory from Cosgrove. The method used for the research was qualitative content analysis. Data and information were obtained through an analysis of the content on Prabowo's Instagram account and interviews with three sources related to the research topic. The results of the study showed that the house brand of Prabowo's political branding through social media during the 2024 presidential election campaign was "Prabowo Subianto 2024." Five brand platforms were identified: Humanism, Continuity, Bersama Indonesia Maju (Together with Onward Indonesia), Militarism, and Free Lunch. Furthermore, the product brand identified was Aksi Gemoy, which was part of Humanism.

Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia

A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements, from local non-government organizations, nomads, residents, and local media to the regional government. Rejection is based on advertising content that displays poverty in the village. Using a Foucauldian discursive formation approach, this study intertextually analyses advertising documents, news reports, petitions, microsites, social media, and online comments to understand media representation and voices of resistance and discover various conflicting interests, ethnic identity politics, regional sentiment, and political economy intertwined within the text as the power/knowledge. This study underscores the need for sensitivity to ethnic identity in brand social responsibility initiatives, as it is a crucial aspect of respect and consideration.

SOCIAL MEDIA INFLUENCER AUTHENTICITY MENDORONG NIAT BELI KONSUMEN PADA PRODUK DESIGNER BRANDS MELALUI SOCIAL MEDIA INFLUENCER INSPIRATION

The purpose of this study is to analyze the influence of Social Media Influencer Authenticity on Purchase Intention of Designer Brand Products with Social Media Influencer Inspiration as a mediator. This study uses a quantitative method. The data used are primary data and secondary data. The research instrument was distributed to 140 respondents, the calculation of the number of samples using the Lamseshow method. The sampling method was collected by purposive sampling. Data analysis in this study used SEM PLS (Structural Equation Modeling). The results of the study stated that SMI Authenticity does not have a direct effect on consumer purchase intention on designer brand products, but its influence is indirect and mediated through SMI Inspiration

Application of Statistical Tests in Measuring the Influence of Product Quality and Brand Image

Application of Statistical Tests in Measuring the Influence of Product Quality and Brand Image

Perencanaan Arsitektur Sistem Informasi Menggunakan Metode Enterprise Architecture Planning di CV. Furqon Buana Gemilang

CV. Furqon Buana Gemilang currently does not have an architectural plan so that the business processes that occur are still not optimal. CV. Furqon Buana Gemilang has business process activities, such as Tour & Travel which are in the form of processes in selling airline tickets, vacation programs, hotel reservations, and outbound. In its marketing process, it only uses social media such as Instagram and WhatsApp as the main media in promoting this travel product brand. And for the website, it is still in the development process and has not been able to fully process. The modeling used in the architectural planning to be made is by using the Enterprise Architecture Planning (EAP) method which consists of several stages starting from initialization of planning, business modeling, current systems and technologies, data architecture, application architecture, technology architecture, and implementation plans. This research will produce information system architecture planning at CV. Furqon Buana Gemilang Cikancung using the Enterprise Architecture Planning method which includes 7 stages. In the Company's business process there are 5 main activities, namely airline ticket sales, vacation programs, hotel reservations, outbound, and consumer services, as well as 3 supporting activities, namely HR management, financial management, and information system development. With this architectural planning, the Company can follow the stages and schedules designed to ensure that the implementation runs in a structured manner.

Digital Marketing Analysis of Brand Loyalty Among Generation Z on Local Skincare Brand Products

This research aims to explore the factors that influence brand loyalty among Generation Z in the context of skincare products. Using qualitative methods, the study involved in-depth interviews with ten participants representing the 18-25 age group, who actively use skincare products from various brands. Findings revealed that the main factors influencing brand loyalty among Generation Z include product quality, active social media presence, commitment to sustainability and positive user experience. This research provides important insights for marketers in developing more effective strategies to attract and retain young customers.

Pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Makanan Kucing Merek Cat Choice di Toko Phiko Cat Shop Balikpapan

This study seeks to examine the influence of Brand Image, Price Perception and Product Quality on Purchasing Decisions, both individually and simultaneously. The research adopts a quantitative approach, utilizing primary and secondary data sources. Primary data were collected through respondents, observations, and documentation, with a sample size of 96 respondents. Data analysis methods include Validity and Reliability Testing, Multiple Linear Regression Analysis and Hypothesis Testing, conducted using SPSS version 20. The findings indicate that: (1) Brand Image, Price Perception, and Product Quality collectively have a significant impact on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (2) Brand Image individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (3) Price Perception individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; and (4) Product Quality individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan.

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.

Between stereotyping and empowerment: Unwrapping social justice messaging in contemporary menstrual product advertising

Menstrual product brands are increasingly relying on social justice messaging. Whereas previous studies have discussed the proliferation of harmful menstrual stereotypes through the intertwined imperatives of hygiene, femininity, and concealment expressed in traditional menstrual advertisements, our study aims to deconstruct the role social justice messaging plays in challenging menstrual stereotypes, empowering menstruators, and ensuring inclusivity in contemporary advertising. Drawing on a content analysis of 175 advertisements across six emergent menstrual product brands and 22 in-depth interviews with menstrual activists and brand representatives, our study seeks to understand how representations of menstruation in menstrual product advertisements have evolved. We analyze these ads through the lens of companies’ responsibility to respect human rights, which requires companies to avoid perpetuating harmful gender stereotypes and discriminatory social norms. Therefore, we pay particular attention to whether, how, and for whom advertisements challenge entrenched stereotypes. We found that brands continue to promote an image of empowerment contingent on products. Although they have incorporated activist language in their advertisements, these additions remain limited and obfuscate the less glamorous aspects of social justice.

Analisis Pengaruh Citra Merek, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Konsumen Tempe 5.17 Salatiga

This research examines the analysis of the influence of brand image, product quality and service quality on consumer satisfaction and loyalty at Tempe 5.17 Salatiga. The data collection technique uses a questionnaire with 100 respondents. And the data analysis technique uses simple linear regression analysis and multiple linear regression in the processing version using the SPSS 25 program. The results of data analysis show that brand image has a significant effect on satisfaction, satisfaction has a significant effect on consumer loyalty Tempe 5.17, but product quality and service quality variables have no effect on consumer satisfaction Tempe 5.17.

Pengaruh Brand Image, Harga, dan Kualitas Produk terhadap Keputusan Pembelian di Excelso Pakuwon Surabaya

This quantitative descriptive method research was conducted to see the influence of brand image, price, and product quality on customer purchasing decisions at Excelso Pakuwon Surabaya. Questionnaires were distributed to 100 respondents to collect primary data on their responses. The results of partial hypothesis testing show that brand image and product quality have a significant and positive effect on purchasing decision variables. On the other hand, the price factor was found not to have a significant effect. The results revealed that brand image plays an important role in shaping customers' positive perceptions of Excelso, which is considered to have consistent quality, a cozy atmosphere, and uniqueness that suits customers' lifestyles. Product quality is also an important factor, where customers value the quality of coffee and the variety of menus available. In contrast, price did not have a significant effect, as some respondents felt Excelso's prices were less competitive than its competitors. These findings suggest that Excelso needs to focus on strengthening brand image and product quality to improve purchasing decisions. In addition, a review of the pricing strategy is recommended to better match customer expectations to strengthen market competitiveness.

The combination of audio-visual content marketing and new communication technology platforms is reflected in young people's favoritism towards product brands, as exemplified by the T. K. Food

The combination of audio-visual content marketing and new communication technology platforms is reflected in young people's favoritism towards product brands, as exemplified by the T. K. Food

Generative tension and social risk management surrounding sexualised drug use practice among men who have sex with men in highly stigmatised environments: A qualitative study from Jakarta, Indonesia.

Global policies emphasise the need for tailored interventions to reduce the harms of sexualised drug use (SDU) among men who have sex with men (MSM), including taking account of local risk environments and the influence of social norms, drug and sexual minority stigma, and cultural and political conditions. To help guide the production of local SDU harm reduction interventions, this study aimed to explore the social and structural conditions that shape the practice of, and response to, SDU by MSM in Jakarta, Indonesia. Informed by an interactionism theoretical perspective and socioecological frameworks, a reflexive thematic approach was used to analyse in-depth qualitative interview data from 20 MSM who practised SDU in Jakarta. To recruit the participants, the study was promoted through local organisations providing HIV services for MSM, as well as snowball recruitment. To protect their SDU practice, MSM in Jakarta developed a set of social risk management strategies designed to reduce the generative tension between enabling and disabling forces caused by local social and structural environments. Enabling forces emerged primarily from within MSM networks, were extended through the interpersonal dynamics of sexual partner relationships to peer influence and reinforced by product branding and marketing on both offline and online platforms. The disabling forces, which were introduced primarily from outside the network, manifested in stigmatising social norms, politics and religious beliefs towards homosexuality and drug use, and forced MSM who practised SDU to relocate to virtual environments. Programmatic responses seeking to mitigate the risks associated with SDU practice among sexual minority men should incorporate established mechanisms of peer networks and virtual spaces into their design to maximise reach and intervention acceptability and effectiveness.

Sourcing store brand from the national brand manufacturer or the outside contract manufacturer: Roles of different logistics modes of national brand

Sourcing store brand from the national brand manufacturer or the outside contract manufacturer: Roles of different logistics modes of national brand