Brand Management Research Articles

Impact of social crises on brand perception and consumer trust

In an era characterized by rapid social change and crises, understanding consumer perceptions of brands becomes increasingly vital for organizations seeking to maintain trust and loyalty. This study investigates consumer attitudes towards major brands, specifically Nike and Unilever, during recent social crises, including the COVID-19 pandemic and environmental disasters. Utilizing a mixed-methods approach, we conducted a comprehensive survey that assessed brand trust, perceived responsiveness, and overall brand perception among consumers. Additionally, in-depth case studies were analyzed to evaluate the strategic responses of Nike and Unilever during these crises. Findings indicate that effective communication and transparency significantly influence consumer trust and brand loyalty. The results highlight the importance of proactive brand engagement and socially responsible practices in fostering positive consumer sentiment during challenging times. This research contributes to the growing body of literature on brand management and crisis communication, offering valuable insights for marketers and business leaders in navigating brand challenges in an ever-evolving socio-economic landscape.

The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics

Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods create massive enrichment opportunities for consumers if they resell them on secondary markets. This trend is part of the enrichment economy, a novel form of market arrangement wherein consumers use iconic goods to increase their capital. However, it creates challenges for brands, such as preserving their primary market desirability and avoiding cannibalization. To understand how brands can navigate the enrichment economy, the authors conducted an ethnographic study of the luxury watch industry. They draw on market system dynamics to theorize market processes that sustain a market within the enrichment economy, and they explain the shared discourses, norms, and practices that make the enrichment economy function. This research makes four contributions. First, the authors theorize primary–secondary market dynamics as a novel class of market dynamics. Second, they theorize the new role of luxury brands as enrichment curators. Third, they discuss the ethics of enrichment by highlighting inequalities and risks it creates. Fourth, this research introduces the enrichment strategy as a novel brand strategy that capitalizes on the market dynamics of enrichment. The authors offer recommendations for luxury and nonluxury brands on product portfolio management, customer relationship management, and ethical innovation.

Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective

The purpose of this study is to contribute to the body of research on political brand identity by specifically exploring political brand culture as a key element of political brand identity. Thus, this study addresses a significant gap in the literature on political brand identity using the developing world context of Pakistan Tehreek-i-Insaf party [PTI]. Adopting a qualitative methodology, this research involved in-depth interviews with PTI members to uncover the underlying values, beliefs, and cultural elements that shape the party’s brand culture. The findings reveal that PTI’s brand culture is an intricate and complex network of values, beliefs, and strategies that shape its identity and influence its interactions with both internal stakeholders and the broader public. These core values not only define PTI’s culture but also distinguish it from its competitors. The originality of this study lies in its development of a new framework for understanding political brand culture, comprising Brand Core Values, Collaborative Engagement, and Brand Strategy & Goals. This framework provides a nuanced tool for both academics and practitioners to analyse and manage brand cultures across various contexts, offering valuable insights for enhancing brand coherence and resilience during times of change.

Customer Preference Towards Nostalgic Products

Objectives: The study aims to understand why customers prefer nostalgic products and how nostalgia influences consumer behavior. It focuses on identifying the factors that make nostalgic products appealing, the role of nostalgia in fostering customer loyalty, and the implications for businesses in leveraging nostalgia through marketing, branding, and product development. Methods: The research relies on primary data collected through structured questionnaires distributed via Google Forms. A sample size of 150 respondents was selected using the convenience sampling method. Data analysis was conducted using simple percentage calculations and factor analysis to derive meaningful insights. Results: The findings reveal that the majority of customers preferring nostalgic products fall within the age group of 30–40 years. Key factors influencing their preference include the reliability, taste, and simplicity of nostalgic products, which create meaningful user experiences. Additionally, comfort and convenience drive frequent usage of these products. Brand awareness and trustworthiness are critical in shaping customer choice, as they provide satisfaction and reduce the perceived risks of accessibility. Conclusion: By understanding customers' preference for nostalgic products, businesses can effectively engage this market segment through innovative offerings that emphasize nostalgia's emotional connection. The study highlights that socioeconomic factors such as occupation and income significantly impact purchase decisions in the Ernakulam district. Trust and brand recognition are pivotal in driving consistent use of these products. As a result, nostalgic product marketing is expected to dominate future market trends, fostering higher customer satisfaction and brand loyalty.

Building a Sustainable Future: Challenges, Opportunities, and Innovative Strategies for Destination Branding in Tourism

The current sustainability concerns affect visitors’ behavior and competitiveness of destinations. For these reasons, the destinations need sustainable and innovative branding to address sustainability concerns, stand out in a competitive market, meet changing visitor preferences, and ensure long-term competitiveness in a dynamic global environment. In this regard, identifying and understanding challenges, opportunities, and innovative strategies are critically important. An integrative literature review method was employed using the Scopus database. The study identified major challenges, such as growing environmental concerns, the dynamic advancement of new technologies and artificial intelligence, health and safety concerns, diversity and inclusion, economic and geopolitical uncertainties, local community engagement, and competitive markets. Conversely, responsible tourism, the digital landscape, wellness and health, cultural festivals and events, accessibility and inclusivity, creative industries, and authenticity have been identified as future tourism branding opportunities. Based on the literature insights, the paper provides readers with essential information and advances the field of tourism and hospitality as it identifies challenges, opportunities, and innovative branding strategies in the industry. Furthermore, this work contributes to existing literature and proposes future research agendas.

Investigating the Drivers of Strategic Green Marketing Orientation Perfectives from Signaling Theory & Stewardship Theory: Evidences from Indonesia Global Lifestyle Brands

The value of environmental and sustainable branding in both B2C and B2B contexts has drawn attention but remains underexplored. This study investigates a new synthesis of signaling theory and stewardship theory and empirically analyzes the relationship between green brand identity promotion and consistent communication on typical attitudes. Moreover, it examines how brand management affects partners in communicating sustainable branding practices to customers, as well as the role of consistent communication in motivating the development of strategic green market orientation. This relationship is moderated by brand governance. Typical attitudes are designed to correlate with affective, normative, and calculative commitment. These commitments are proposed as antecedents of strategic green market orientation. The current study adopts a multi-perspective approach, examining partnerships and firms from Indonesian multinational companies. Purposive sampling and non-probability sampling were used to gather data from 248 respondents. Structural Equation Modeling (SEM) with AMOS 24 was employed to analyze the data. The research findings show that all the proposed hypotheses are accepted. Additionally, this study significantly contributes to the understanding of green brand positioning by demonstrating that brand management has a significant impact on partnership commitment and strategic green market orientation.

Analisis Strategi Branding pada UMKM di Gorontalo

This study aims to analyze branding strategies implemented by Micro, Small, and Medium Enterprises (MSMEs) in Gorontalo, focusing on the challenges faced and opportunities that can be taken. MSMEs' understanding of branding is often limited to visual elements such as logos and packaging design. In contrast, other important aspects, such as brand value, messaging, and customer experience, are often overlooked. This research method uses a qualitative approach, with in-depth interviews with 15 MSME owners from various sectors. Key findings indicate that despite awareness of the importance of branding, the majority of business actors still need help with limited resources and tight market competition. This study recommends more significant support from the government and educational institutions in providing the necessary training and resources to improve branding practices among MSMEs in Gorontalo.

Analysis of Dark Side Analysis of Brand and Brand Hate

Objectives: This study primarily focuses on the causes and effects of brand hatred as well as the differences between brands in the service and product sectors. Methods: 400 samples each from both sectors will be collected using the judgment sampling method. Quantitative methodology is adopted for the study with analysis conducted through statistical methods such as multiples correlation and ANOVA. Results: It is anticipated that this study will identify the causes of brand hate, including bad experiences, ideological disagreements, corporate misconduct, and poor relationship quality, as well as the consequences, including anger, disgust, and contempt, symbolic incongruity, fear, disappointment, dehumanization, rumors, complaints, protests, brand avoidance, brand switching, retaliation, discontent, bad word of mouth, and brand reprisal. Conclusion: This cross-sectional proposal will also examine variations regarding the intensity of hate factors and the consequences of brand hate between insurance and packed food sector brands. Here the findings will contribute to the conceptual development of brand relationship studies as well as brand management initiatives of marketers.

Perumusan Strategi Pemasaran Hotel di Bali

The increase in tourist visits to Bali from January to February 2024 was 33.50 percent compared to the number of visits in the same period in 2023. The increase in the number of visitors has the potential to affect the growth of the hotel industry in Bali. This will impact Hotel ABC Sanur, so a study was conducted to analyze internal and external factors to determine the current and future business position of Hotel ABC Sanur. This study uses a descriptive approach. Interviews, direct observation, and literature studies carry out data collection methods. The data analysis method in this study uses EFAS, IFAS, and a nine-cell matrix. The study results show that in 2024, the business position of Hotel ABC Sanur will be in quadrant V (Hold & Maintain). Predictions in 2025-2030: The business is in quadrant IV (Growth & Build), so the industry needs to focus on market penetration, market development, and product development by maximizing brand orientation, which can be used as a company advantage. The theoretical implications of this study provide empirical contributions to the development of theory, especially in management. The practical impact of this research can give input to Hotel ABC Sanur through determining marketing strategies.

Development of a City-Wide Rapid Antiretroviral Therapy Initiation Toolkit for People Newly Diagnosed with HIV in the Southern United States

Abstract Background Rapid antiretroviral therapy (ART) initiation, where individuals with HIV start treatment within days of diagnosis, is a key component of the United States Ending the HIV Epidemic initiative. The Memphis Metropolitan Statistical Area ranks second in the US for HIV incidence, yet only ∼60% of individuals link to treatment within one month of diagnosis. This study aimed to identify barriers and strategies for implementing rapid ART initiation in Memphis. Methods From August to December 2022, we conducted process mapping guided by the Consolidated Framework for Implementation Research to outline the steps from three HIV testing sites to ART prescription at three Ryan White-funded clinics in Memphis, Tennessee. We then used modified conjoint analyses to prioritize barriers and identify strategies for improving rapid ART implementation, focusing on the importance and feasibility of changes. Findings Prioritized barriers included intersectional stigma and a lack of access to centralized information about the rapid ART program, branding and logo development, inter- and intra-organizational networking and communication, testing and treatment resources (such as testing kits and ART starter packs), rapid ART knowledge, and organizational champions. Strategies to address these barriers were compiled into a local rapid ART toolkit. Conclusions We identified modifiable systemic barriers to rapid ART initiation in Memphis, Tennessee, a community disproportionately affected by the HIV epidemic. The strategies developed to address these barriers informed the creation of a locally relevant rapid ART toolkit for future evaluation. These methods could be applied in other high-burden areas seeking to develop local rapid ART models.

Handwritten Signatures on Batik as a Branding Strategy and Their Effect on Consumers' Purchase Intention: A Case Study of Oey Soe Tjoen Batik

In the midst of increasing market competition in the batik industry in Indonesia, the role of branding strategy must be considered by every batik entrepreneur. The use of handwritten batik signatures on batik fabrics has been a classic, long-standing branding approach in batik, and as one of the batik houses that has been active for almost 100 years in Indonesia, Oey Soe Tjoen has also made efforts in their branding strategy with this method. This research aims to analyze the handwritten signature on batik fabric as a branding strategy for traditional batik fabrics in Indonesia, particularly Oey Soe Tjoen, and its influence on consumers’ purchase intention. This study implements a mixed-methodological approach which consists of qualitative and quantitative methods. The results are in the form of qualitative data on the handwritten signature analysis through interview and observation, while the quantitative data are analyzed as to its effect on consumers’ purchase intention, using the multiple regression analysis. Based on the research, the use of handwritten signature on batik fabrics has a significant effect on customer’s purchase intention. The objective of this research is to be a reference for more batik entrepreneurs in Indonesia to draw upon and further consider the implementation of handwritten signature as a branding strategy. This research aspires to also have an impact on increasing the competitiveness of the Indonesian traditional batik industry, locally and internationally. Keywords: batik, branding, cultural heritage, purchase intention, textile

Antecedents of customer retention in the green hotel context: exploring the optimum combination of cognitive and affective factors

PurposeThe investigation on the complexity of customer retention towards green products/services requires more solid analytical approaches. This study evaluated the net effects of antecedents of customer retention and the validity of configurational causal recipes that lead to customer retention in the green hotel context.Design/methodology/approachThis study combined structural equation modeling (SEM), a fuzzy-set qualitative comparative analysis (fsQCA) and a necessary condition analysis (NCA). An online survey was conducted in China to evaluate the green hotel consumption.FindingsResearch findings showed that cognitive factors (perceived health benefits, green product performance, responsible employee performance and green physical environment performance) and affective factors (emotional well-being, feeling of happiness, attractiveness of green product and feeling of pride), played a distinctive role in generating customer retention toward green hotel products. The NCA found no factor was essential in order to achieve customer retention, which indicates that green hotel performance and brand management should pay more attention to emotional factors alongside cognitive factors.Practical implicationsResearch findings provide significant managerial implications for improving green hotel services and business operations and enhancing consumers’ approach intention toward green hotel products.Originality/valueThis study adopted mixed approaches to investigate both the linear and nonlinear impacts of cognitive and affective factors that potentially lead to customer retention for green hotel products.

Influence of environmental, social and governance (ESG) disclosures on consumer brand perceptions and behavioral intentions

PurposeThis study investigates how consumers’ perceptions of brand prominence and credibility are influenced by companies’ disclosure of transparency and quality of environmental, social and governance (ESG) information. It also examines how regulatory focus influences the relationship between purchase intention and brand credibility.Design/methodology/approachThe study employs a quantitative approach, utilizing an online survey of 464 Taiwanese consumers. The data collected is analyzed using structural equation modeling (SEM) to evaluate the direct and indirect effects of perceived ESG information transparency and quality on brand prominence, brand credibility and purchase intentions.FindingsThe findings reveal that perceived transparency and quality of ESG information significantly enhance brand credibility and prominence. Consequently, increased brand credibility and prominence have a significant positive impact on consumer purchase intentions. Additionally, the study identifies a moderation effect, wherein a prevention regulatory focus strengthens the influence of brand credibility on purchase intentions.Originality/valueThis study contributes to the literature on brand management and consumer behavior by integrating regulatory focus theory with the impacts of ESG information. It provides new insights into how ESG-related communications influence consumer behavior, highlighting the importance of transparent and high-quality ESG data in fostering consumer trust and positive brand evaluations.

In the heart of B2B branding: exploring the link between brand-specific transformational leadership, employer branding andemployee-based brand equity

Purpose This study aims to examine the relationships between brand-specific transformational leadership (TFL), employer branding and employee-based brand equity (EBBE) in the business-to-business (B2B) context. Additionally, the study investigates the mediating role of employer branding in the relationship between brand-specific TFL and EBBE, shedding light on the mechanisms through which brand-specific leaders impact EBBE via employer branding initiatives. Design/methodology/approach The study takes a quantitative approach. Data collection was conducted using a questionnaire in B2B service sectors. The PLS method was applied in Smart PLS (V. 3.0) to test the established relationships between constructs. Findings The findings reveal significant positive associations between brand-specific TFL and employer branding, as well as between employer branding and EBBE. The relationship between brand-specific TFL and EBBE is partial mediated by employer branding. Originality/value This study contributes to theoretical understanding by advancing knowledge on the mechanisms driving EBBE within B2B firms. It offers practical insights for managers and researchers by highlighting the importance of leadership and employer branding strategies in enhancing EBBE in the B2B context.

Effect of Marketing Strategies, Consumer Behavior, and Brand Equity on Business Expansion in the Retail Sector

This study explores the effects of marketing strategies, consumer behavior, and brand equity on business expansion within the retail sector. Using a quantitative approach, data were collected from 250 retail businesses and analyzed through multiple regression analysis. The results indicate that marketing strategies, consumer behavior, and brand equity each significantly influence business expansion, with brand equity showing the strongest effect. These findings underscore the importance of a comprehensive approach that combines strategic marketing, an understanding of consumer behavior, and strong brand management for achieving sustainable business growth. The study provides practical insights for retail managers and contributes to the existing literature by highlighting the combined impact of these factors on business performance.

Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives

Purpose This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles on the relationship between mediators and brand attitudes. Design/methodology/approach A preliminary study explored the relationship between pandemic-induced mortality threats and attitudes toward anthropomorphized brands. Study 1 investigated the underlying mechanism, and Study 2 examined the moderating effects of servant or partner roles. Study 3 confirmed the mortality threat effect on anthropomorphic brand attitudes in the absence of the pandemic. Findings The study revealed that mortality threats enhanced the desire for control and connectedness, which strengthened attitudes toward anthropomorphized brands. The results also indicated matching effects between the motivations for anthropomorphism and brand roles. Originality/value This research offers novel insights into the effects of pandemic-induced mortality threats and mortality threats in non-pandemic contexts on anthropomorphic motives. It highlights the influence of these psychological needs on consumer responses to brand roles and provides insights for brand management during a crisis.

The impact of logo change on brand loyalty with the mediating role of brand attitude

PurposeThis research examines the impact of logo changes within rebranding strategies, with a focus on the recent logo transformation of Burger King. Redesigns of logos often reflect shifts in brand strategies and consumer preferences. This study aims to evaluate the effects of logo changes on brand loyalty with the mediating role of brand attitude.Design/methodology/approachThis study investigates the influence of Burger King’s logo change on consumer behavior, specifically regarding brand loyalty. The research involves an analysis of the appropriateness and familiarity of the old and new Burger King logos, based on data collected from 468 Egyptian consumers. Statistical analysis is conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the impact of logo changes on consumer loyalty.FindingsThe findings indicate that a change in logo can positively affect brand loyalty, particularly when the new logo is perceived as both appropriate and familiar to consumers. Additionally, the study highlights the mediating role of brand attitude, suggesting that favorable brand perceptions enhance the relationship between logo changes and consumer loyalty.Practical implicationsThe practical implications of this study highlight key strategies for brand managers involved in rebranding efforts and the associated risks of such processes. Ensuring logo appropriateness and maintaining elements of familiarity are crucial to fostering consumer acceptance and loyalty.Originality/valueThis study highlights the important role of logo change “logo appropriateness and familiarity,” offering a new perspective on how aligning logos with brand identity and retaining familiar elements can enhance consumer acceptance and loyalty with the presence of brand attitude as a mediator in this relationship.

Environmental, Social and Governance Performance on Brand Value in the Context of “Dual Carbon”: The Mediating Effect of R&D Innovation

As an important asset of an enterprise, brand value reflects its competitive position in the market. With the proposed goal of “carbon peak” and “carbon neutrality”, the development of enterprises is paying more and more attention to ESG performance (that is, the performance of enterprises in environmental, social and governance aspects), and the attention of brand management is slowly shifting away from traditional products and markets into being green and sustainable. In order to verify the relationship between ESG performance and brand value, this study takes Chinese A-share listed enterprises from 2012 to 2021 as research samples to reveal the mechanism of ESG performance’s impact on brand value. The results show that ESG performance can significantly improve brand value, indicating that the investment in ESG will ultimately affect brand value. The mediation mechanism analysis shows that R&D innovation plays a mediating role in the relationship between the two. A heterogeneity analysis shows that the ESG performance of state-owned enterprises and large enterprises has a stronger promoting effect on brand value, while small enterprises do not show heterogeneity. The research results provide new evidence to reveal the impact of ESG performance on brand management, and have reference significance for ESG construction, brand marketing innovation, and corporate green innovation.

Uhyggelig Horror: Narratives of Asylum in Hassan Blasim’s Nordic Stories

Iraqi author Hassan Blasim, who gained asylum in Finland in 2004, has written a number of short stories set in the Nordic region which have received little critical attention compared to his graphic stories centred on the horrors of the 2003 Iraq War. This essay traces narratives of asylum in Blasim’s Nordic stories across his two collections, The Madman of Freedom Square (2009) and The Iraqi Christ (2013), as well as his contribution to an anthology titled The Dark Blue Winter Overcoat and Other Stories from the North (2017). It argues that these stories, which started to circulate in the global literary marketplace during a period of international interest in Nordic culture and politics, present a distinctive form of alienating horror through a sense of “uhygge” – the antithesis of the cosy comfort evoked by the internationally celebrated Nordic concept of “hygge” – as they interrogate the region’s evolving politics of immigration, expose an unequally distributed culture of cosiness, and self-reflexively highlight the complex positionality immigrant authors hold in relation to the region’s literary culture. It shows how the formal complexity of Blasim’s short stories and his subversive experiments with the generic conventions of Nordic noir heighten this sense of “uhyggelig horror” as they disorient and defamiliarise readers. Yet while Blasim’s stories expose exclusionary dynamics in the Nordic region, the essay also demonstrates how his writing has been increasingly incorporated into the region’s cultural brand. It concludes that Blasim occupies – and creatively exploits – an uhyggelig authorial position as he refuses to be cosily enclosed within the Nordic cultural brand.

Interplay between online customer experience and customer citizenship behaviour towards mobile shopping applications

ABSTRACT In the service industry, embracing customers as valuable resources and stimulating their citizenship behaviours provides a competitive edge. However, there is a dearth of studies on customer citizenship behaviour (CCB) in mobile application services. This study focuses on how online customer experience (OCE), particularly in mobile shopping applications (MSAs), affects CCB. Data from 410 Indian MSA users were collected and analysed using structural equation modelling. The analysis reveals that two aspects of the customer experience – cognitive (users’ perceptions and thoughts about the app) and sensory (the app’s design and visual appeal) – strongly influence key CCB elements, such as customer advocacy, helpfulness, and tolerance. The findings emphasise the relevance of OCE in improving CCB towards MSAs. It will assist marketers in formulating effective branding strategies that drive value co-creation and long-term customer engagement.