Brand Owners Research Articles

It’s hard to be loved by idiots.Fred Perry’s troubled relationship with the Proud Boys

Research methodology For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and secondary sources of information from both academic and journalistic publications. Case overview/synopsis Fred Perry is a premium clothing brand, well-known for its polo shirts. It was created by Mr Fred Perry, a British tennis player. The brand’s stated values are integrity, personality and individuality. Throughout its history, the brand has been adopted by different British subcultures but recently it has faced a challenge because of the brand appropriation by the Proud Boys, a US far-right white supremacy group and other extremist groups as Antifa and hooligans. The nature and actions of the group mean that Fred Perry runs the risk of losing control over its brand equity. This brand hijack means that Fred Perry risks alienating some of its customers by openly opposing the group but also by embracing this subculture’s appropriation. Practically, the brand opposed the appropriation in a press release and by putting an end to the sale of the black and yellow polo shirts in the USA and Canada. Fred Perry has also made a lot of efforts to reposition the brand away from extremist groups while maintaining its strong historical and cultural roots. Through this case study, students will have the opportunity to discuss this topic and explore solutions for brands that face this type of dilemma. Complexity academic level This case is designed to be used in a marketing management, brand strategy or consumer behavior/culture course, especially in the subfield of market segmentation in the telecommunications sector. Specifically, this case is designed for college seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management, consumer culture, consumers-brands relationships, brand architecture, brand equity, brand appropriation and repositioning strategy.

Research on the Association Between Personal Brand Building and Social Media—Take Ohkaye as an Example of an Analysis

With the rapid development of social media, internet-related industries have become one of the most important sectors for sustained economic growth. Personal brands on social platforms are also increasing. Brand owners seize the dividends of the flow, utilize the stage of social media to fully present their values to the audience, and integrate them into the products they develop to push them to wider users. In order to show the relationship between personal branding and social media to the public more transparently and to understand the internal logic of the Internet economy development, the author takes the Internet brand Ohkaye as an example and utilizes the case study method, the interview method, and the SWOT analysis method to quantify the text and data in the case. It analyzes the generation and development of personal brands, the integration of personal brands and values, the realization of data in the flow era, and how to build a personal brand on social media platforms. It is found that personal brands on social media platforms embody the creator’s values, brand recognition is the key to brand survival, and the creator has to establish a personal aesthetic field on social media platforms to guide consumers to memorize the brand. At the same time, it is necessary to establish a community, make consumers participate in brand building, and form a two-way interaction in order to make the brand realize sustainable development.

Prinsip Itikad Baik Terhadap Merek MS Glow

Legal protection is an important aspect that needs to be considered in the controversy between MS Glow and PS Glow trademarks. PT Kosmetika Global Indonesia, the MS Glow brand holder that has registered its brand with the Director General of Intellectual Property Rights, requires adequate legal protection. The public sees that the products of the MS Glow brand are better known than the products of the PS Glow brand, and there is a view that PS Glow is trying to hijack the popularity of MS Glow. Through normative juridical legal research, it was found that in the context of the principle of good faith, MS Glow is entitled to legal protection as a brand owner. The brand owner has the exclusive right to the use of its brand and the government is responsible for ensuring this protection. The judge's decision in the dispute between the MS Glow and PS Glow trademarks (Decision Number 2/Pdt.Sus.HKI/Merek/2022/PN.Niaga.Sby) has fulfilled the principle of legal certainty. The judge refers to Law Number 20 Year 2016 on Trademark Registration and Geographical Indications as well as the principle of "first to file". However, the decision has not fully reflected justice and expediency. In the context of trademark registration, the "first to file" principle needs to be evaluated by the government to make it fairer. The lengthy trademark registration process must pay close attention to every detail, the Director General of IPR must be more active in socializing Law Number 20 Year 2016, including the principle of "first to file" to the public so that understanding of the trademark and the registration process becomes better.

Consuming queerness: Jeffree Star and the paradox of profit and pleasure in the queer male beauty influencer

ABSTRACT Chen and Kanai (2021) raise debates about a privileged subset of gay men occupying the beauty space as equal, if not more compelling, in fulfilling contradictory postfeminist demands of authenticity and femininity. The suggestion is that queer beauty influencers can embody idealistic postfeminist traits without the stigma a woman may face for doing the same. This paper explores a counterargument for this performance of hybridised gender and sexuality, in that the repetition of gender performatives through the queer body is an attempt to ‘re-present’ the social media beauty sphere through a queer lens where wearing makeup is an act of resistance. Using the influencer and makeup brand owner Jeffree Star as a case study, I argue that the queer beauty influencer exists as a body for fantasy projection, with makeup acting as the mediator for affective transference to bestow the audience with the transformative effect of queer resistance. However, the influencer and audience become bound back to the neoliberal ideals from which they attempt to break free. In positioning their own brand of cosmetics as a conduit through which their audience can obtain a sense of queer resistance, it ties the influencers and their audiences back to a capitalist framework.

Slow Fashion: Between Environment Sustainability and Business Sustainability

Slow fashion is a topic that is currently still being widely discussed because it is considered as an environmentally friendly alternative in the fashion industry. Even though this concept is accepted by academics and practitioners, how slow fashion can generate sufficient profits is still a question considering the selling price is quite high and the emphasis is on quality over quantity. This research seeks to close this research gap by using the Consumer Orientation to Slow Fashion (COSF) framework and the perceived customer value of slow fashion products. The analysis of 200 Indonesian consumer data using PLS-SEM revealed that (1) providing authentic, local, and exclusive product attribute are very important in developing customer value in slow fashion products, and (2) perceived value ultimately has a positive impact on purchase intentions. This result provides a business strategy for slow fashion brand owners to be able to focus on these attributes to create a sustainable business model that includes the triple bottom line (people, planet, profit) and contribute to achievement of SDG Goal no 12: responsible consumption and production.

Role of brand heritage and nostalgia in developing perceived brand authenticity

Purpose With the increasing competition and rise in the number of brands in almost every product category, consumers need help to figure out authentic brands. Thus, it becomes imperative for marketers to examine the factors that influence the perceptions of brand authenticity (PBA) and its favorable outcomes for the brand. This paper aims to explore the critical antecedents (i.e. “brand heritage” and “brand nostalgia”) and consequences [i.e. “consumer brand engagement” (CBE) and “perceived brand ownership” (PBO)] of PBA in this study. Design/methodology/approach In total, 368 responses were collected online through a self-administered survey method and were analyzed using structural equation modeling in AMOS v 25. Findings The findings reveal that both brand heritage and brand nostalgia can affect PBA. In addition, PBA engenders CBE and PBO among consumers toward the brand. Practical implications The study findings help the marketers to find ways to induce authenticity perceptions among consumers about their brands, which can further translate into PBO and CBE. Originality/value This study empirically verifies a model to enhance PBA through brand heritage and nostalgia. Further, it explores CBE and PBO as the potential outcomes of PBA.

Shopping in the digital world: How augmented reality mobile applications trigger customer engagement

The maturation and growing popularity of augmented reality (AR) technology in recent years have promoted its implementation, leading to the emergence of various AR-related applications. Integrating AR into commerce can enhance marketing initiatives by increasing popularity and brand appeal, which in turn affects customer brand engagement behavior. Consequently, brand owners and retailers are increasingly investing in the AR commercial services sector. To explore the factors that influence customer engagement with AR commercial systems, this study draws on innovation diffusion theory and flow theory and incorporates the satisfaction factor. An integrated research model is proposed to investigate the attributes of AR technology that create a flow experience for users and satisfaction with AR services, ultimately fostering customer engagement intentions. Data from 212 valid online questionnaires were analyzed using structural equation modeling. The findings suggest that both flow experience and user satisfaction are important drivers of customers' engagement with AR commercial services. Interactivity, vividness, and novelty are identified as the critical factors affecting users’ flow experience and satisfaction. The implications of the findings are discussed.

Impact of Corporate Social Responsibility on Operations of a Live-Streaming Supply Chain

Corporate social responsibility (CSR) is widely noticed as an essential tool for business operation and sustainable development. Meanwhile, the fiercely competitive external environment and unpredictable events prompt enterprises’ cooperation to prevent supply chain collapse. We investigate the cooperative strategy in a live-streaming supply chain (LSC) consisting of a dominant brand owner, a retailer, and a live streamer, where the brand owner considers CSR by considering the welfare of stakeholders. We construct one non-cooperative and three cooperative Stackelberg game models to explore the impact of CSR on cooperative strategy and LSC operations. The results show the following. (1) When the brand owner considers CSR, LSC members and systems are more profitable in the four models than when the brand owner does not consider CSR. (2) When the flow effect is small, the brand owner tends to cooperate with the retailer; otherwise, the brand owner prefers to cooperate with the live streamer. (3) The grand coalition C (the brand owner cooperates with the retailer and live streamer) is the consistent strategy for the LSC system, consumers, and society. These findings help enterprises recognize the importance of CSR and collaboration, thus further providing reference opinions on engaging in CSR and how to achieve collaboration.

The impact of non-stereotypical gender role endorsement in live broadcasting on consumers' purchase intention.

Non-stereotypical gender role endorsement is becoming more common in e-commerce live broadcasting. However, there is relatively little research on this topic, and the mechanism of its impact on purchase intention is not yet clear. Based on schema theory and experimental methods, this study explores the impact of non-stereotypical gender role endorsement (compared to stereotypical gender role endorsement) on purchase intention in e-commerce live broadcasting. Besides, we take traditional gender ideology as the moderating variable. We first selected experimental materials available for formal experiments through two pre-experiments. Secondly, this study conducted experiments on male/female product groups, respectively. Participants were recruited through the Credamo platform for both experiments. Experiment 1 indicates that for female product, stereotypical gender role endorsement triggers higher consumer purchase intention compared to non-stereotypical gender role endorsement. The subsequent moderating effect test results manifest that traditional gender ideology plays a moderating role in this effect. Experiment 2 shows that for male product, there is no significant difference in the impact of the two types of endorsement on consumers' purchase intention. In other words, non-stereotypical gender role endorsement does affect consumers' purchase intention, but this effect exists only in female product, and is more significant for consumers with a high level of traditional gender ideology. This study not only has certain theoretical significance for expanding the application boundaries of schema theory and congruence between celebrities and products endorsed, but also has practical significance for brand owners and streamers to effectively adopt non-stereotypical gender role endorsement to enhance purchase intention.

Role of Parasocial Interaction and Credibility in Beauty Influencer to Improve Purchase Intention

Beauty brand owners are trying to increase the sales growth rate, which has been unstable due to the COVID-19 pandemic. This study explores the intention to purchase beauty products through the role of beauty influencers by examining parasocial interaction and credibility factors. Eight hypotheses were tested and analyzed using a structural equation model. The study showed that parasocial interaction and credibility positively impact purchase intention. Meanwhile, only social attractiveness influences parasocial interaction, while physical and social attractiveness affects credibility.

Impact of consumers’ anticipated regret on brand owners’ blockchain adoption in the presence of a secondhand market

Blockchain has been widely adopted in the field of product traceability owing to its powerful information tracing function. In this study, considering consumers’ anticipated regret (e.g., high-price regret and misfit regret), we investigate a brand owner’s (BO’s) blockchain adoption strategy under competition between new and secondhand products. Moreover, we identify the uncertainty mitigation effect and brand image improvement effect of blockchain adoption. Four scenarios are involved: Scenario NN (without blockchain and no anticipated regret), Scenario NH (without blockchain considering only high-price regret), Scenario NL (without blockchain considering only misfit regret), and Scenario B (with blockchain). We construct Stackelberg games to explore the optimal pricing decisions for BO and secondhand supplier (SS). The results indicate that, without blockchain adoption, alleviating high-price regret (or stimulating misfit regret) can enhance the profits of both BO and SS. BO does not necessarily benefit from blockchain adoption. Specifically, blockchain adoption increases BO’s profits if (1) the brand image improvement level is large, or (2) the brand image improvement level is moderate, and the high-price regret intensity is strong (or the misfit regret intensity is weak). Furthermore, under certain conditions, SS is able to become a free rider of BO’s blockchain adoption. Three extensions are analyzed to demonstrate that key findings are robust.

Prior Information and Consumer Search: Evidence from Eye Tracking

Do consumers search the brands they know more or less frequently than the brands with which they are unfamiliar? In this paper, we attempt to answer this question using data from an experiment with two novel features: (i) survey information on consumers’ prior brand ownership, familiarity with each brand, and prior experience using different product features and (ii) eye-tracking data capturing search behavior at a very granular level. We find that consumers are generally more likely to search and buy brands they own and with which they are familiar, highlighting the importance of accounting for prior information. For this reason, we develop a search model in which both the information obtained during the search process and the information possessed by consumers prior to search are allowed to influence search and purchase decisions. Our model contributes to prior work by modeling search at the brand and attribute levels within a Bayesian learning framework. Using this model, we then quantify the impact of prior information on consumer choices as well as document the estimation bias arising when prior information is absent from the model. Finally, through a series of counterfactuals, we explore the managerial value of prior information data. This paper was accepted by Matt Shum, marketing. Funding: Q. Wang acknowledges financial support from the National Science Foundation of China [Grant 72072145] and the Natural Science Basic Research Program of Shaanxi Province [Grant 2020JQ-226]. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2021.00611 .

Analysis of public responses to political controversies in the beauty industry: A case study of Rose All Day and Esqa Brand owners in support of Israel

On October 30, 2023, Indonesia's beauty industry was shocked by the boycott of two well-known local brands, ESQA and Rose All Day. The trigger for this boycott was the actions of the owners of the two brands, Angelina Cindy and Tiffany Danielle, who gave support to Israel by "liking" Gal Gadot's controversial post. The public response to this action led to disappointment and boycott from most Indonesian netizens. This research uses a qualitative method with a literature study approach. Analysis was conducted on the chronology of events, public responses on social media, and apologies from brand owners. The data was analyzed to understand the impact of individual actions in the context of social media and how public responses affect brand reputation. A simple action such as a "like" on social media by a brand owner can trigger a large public response and significantly affect brand reputation. Public responses to political controversies can result in product boycotts and create pressure on companies to take a stand. The brand owners, in this case Angelina Cindy and Tiffany Danielle, responded by apologizing and clarifying their stance on the Israeli-Palestinian conflict. This incident highlights the complexity of public response, the impact of individuals in the age of social media, and the need for dialog and education in dealing with sensitive issues.

Implementasi Cyber Public Relations pada Instagram @dcikabakery

Researchers will examine whether Cyber Public Relations activities are effective in improving the D’cika Cakes & Bakery brand. The aim is to analyze the use of social media as an information medium for D'cika Cakes & Bakery in Cyber Public Relations activities referring to Chris Heuer's theory with four indicators, namely context, communication, collaboration and connection. This research was conducted using a qualitative approach with descriptive methods and using interviews and observation as data collection techniques. D'Cika uses various promotional media, including social media, television, digital platforms and billboards, to market its products or services. They specialize in business-to-business marketing communications and are directly involved in B2C activities. D'cika has two accounts, @dcikabakery.official and @dcikabakery, which are managed by the marketing communications team. The brand owner and marketing team have full control over the selection of promotional media. D'Cika Cakes & Bakery uses Instagram to maintain its reputation, utilizing various promotional media such as advertising, public relations and digital marketing. Brand owners and marketing teams control media selection, ensuring product quality and customer satisfaction.

PENGARUH KEPERCAYAAN ATAS MEREK TERHADAP LOYALITAS NASABAH PADA BANK BTPN KCP KABANJAHE

This research aims to determine the extent of the influence of brand trust on customer loyalty to the Bank BTPN KCP Kabanjahe. To withstand the competition, the author believes that the company must maintain confidence in the brand to remain strong in mind and in accordance with customer expectations, which creates loyalty to the brand owner. The indicators used to measure customer loyalty due to confidence in the brand, namely a repeat purchase on a particular brand, the habit of consuming certain brands, pleasure in a particular brand, steadiness on specific brands, assuming the specific brand is the best and recommend a particular brand to others. The results showed the model of linear regression equation Y = 11.962 + 0,605X, with a very significant t-test and test of determination R2 = 0.427. The conclusion that confidence in the brand significantly positively affects customer loyalty amounted to 42.7%, and other factors determine the remaining 57.3%.

A Review of Probiotic Ingredient Safety Supporting Monograph Development Conducted by the United States Pharmacopeia (USP)

The United States Pharmacopeia (USP) is an independent, nonprofit science-based organization whose mission is to improve global health through public standards and related products for medicines, food and dietary supplements. Probiotic-based dietary supplements are increasingly popular in the marketplace and USP has developed fourteen monographs specific to probiotic ingredients, including representatives from the Genera Lactobacillus, Bacillus, Streptococcus, and Bifidobacterium. These monographs include the definition of the article, tests for identification, quantification assays (enumeration in the case of probiotics), limits for contaminants, and other quality parameters when appropriate. In addition to quality, the USP also considers the safety of probiotics for monograph development. This report includes an overview of the USP admission evaluation process for probiotics as well as a tabular summary of the probiotic monographs currently available. Pharmacopeia monographs can guide manufacturers and brand owners and protect consumers through establishment of quality standards.

Search engine optimisation (SEO) strategy as determinants to enhance the online brand positioning.

Marketers face evolution of online brand positioning marketing strategy due to changes of search engine algorithm that affects the reaching out of brands to potential internet users. Brand owners realise that to be relevant in modern market, they need to transition and focus more into online market. However, many brand owners have ignored the power of search engine optimisation (SEO) strategy for attracting the online market, which is highly competitive and faces rapid changes. A brand can be considered as old fashioned if it does not utilise the SEO as their marketing strategy, in penetrating the online marketplace. Various studies have analysed factors that can enhance the persistency of using the SEO strategy, however gaps remain regarding the relationship of this strategy with the online brand positioning. The main aim of this study was to identify the persistency of using the SEO strategy including the niche point of differentiation, valuable content, targeted keyword and scalable link building, as the determinants that enhance the success of online brand positioning. This study applies quantitative design using online survey to gather information from the online business entrepreneurs. The survey questionnaire was arranged to focus on the use of SEO as a new way to strategise online business. Based on the results of this study, most online entrepreneurs have somewhat realised the effects of using the SEO strategy to enhance effectiveness of online brand positioning. This research provides insights into the importance of SEO strategy in online business positioning. It is hoped that online entrepreneurs will consider the SEO strategy in the positioning of their brand in the marketplace. This research focused on SEO as a new strategy to enhance brand positioning for online businesses. Future research may expand into another dimension of business such as customer satisfaction and business performance.

Licensed Rights of Well-known Brands: Legal Rules of Limited Partnership's (Commanditaire Venootschap) Position

Trademarks are becoming extremely significant due to globalization of commerce. A brand’s role in the realm of commerce is crucial since it serves as both a differentiation and a tool for out-competing rivals to capture the consumer market. Although it is still a common choice among business actors, limited partnerships (Commanditaire Venootschap) (CV) are not permitted to grant or receive licenses for well-known trademark rights. How is CV legally protected in this document as the owner or licensee of a well-known brand? This research uses normative research techniques in law, and data analysis used were prescriptive. The results of the research show that because CV as a business entity lacks the authority to act (bevoegheid), it will have consequences for the registration of a license agreement on the rights of the well-known mark if it assumes the position of making or receiving a license agreement, which under the Trademark Law can only be done by legal subjects, either recht persoon or naturlijk persoon. The management of CV, namely its limited partners, must act as a person (individual person) if it wants to grant or receive a license for well-known brand rights. Greater benefits will result if legal status is granted to resumes submitted by legal entities.
 Keywords: commanditaire venootschap, licence, well-known brand

Electronic Commerce and Trademarks: Overview of Civil Legal Responsibilities in the Digital Age

<p><em>This study aims to analyze electronic commerce and trademarks in terms of civil law responsibilities in the digital era. In this study, the normative juridical research method was used, namely an approach in legal research that focuses on the analysis of written legal sources, such as laws, statutory regulations, court decisions, and other legal documents. The results of the study show that electronic commerce (e-commerce) and trademarks are two aspects that have implications for civil law responsibility. First, electronic commerce is the activity of buying and selling goods and services carried out electronically via the internet or other electronic media. In this context, civil law responsibilities relate to obligations and responsibilities between parties involved in e-commerce transactions, namely as follows: 1) Contracts and Obligations; 2) Consumer Protection; 3) Product Responsibility: Second, a trademark is a symbol or sign used to differentiate the products or services of one company from another. Trademark protection is part of the civil law that protects the rights of brand owners against the use or infringement of said mark as follows: 1) Trademark Registration; 2) Trademark Infringement; 3) Brand Dispute Resolution.</em></p>

Evaluating the Influence of Celebrity Endorsement in Advertising: Insights from Eye-Tracking Analysis

In an increasingly competitive business landscape, many brand owners turn to celebrity endorsements as a marketing strategy to promote their products. This study explores its impact to ascertain the effectiveness of this celebrity-driven approach in communicating brand-related information and influencing consumers. Participants in this research were randomly assigned to two groups, ensuring a balanced gender distribution. Each group viewed different advertisements: one featuring celebrities as models and the other utilizing non-celebrity models. Throughout the experiment, an eyetracking device recorded participants’ gaze patterns. The eye-tracking results reveal celebrity endorsements enhance their focus on the promoted product. Furthermore, an intriguing gender-based distinction emerges, with female participants demonstrating greater attention for male models over their female counterparts. Additionally, post-trial surveys indicate that a higher proportion of female participants are inclined to consider celebrities as influential factors in their purchasing decisions. This study contributes valuable insights into the phenomenon of the “celebrity effect” in advertising. It enhances the understanding of how celebrities impact consumer attention and purchasing decisions, offering brand owners a deeper understanding of leveraging this strategy effectively in their product promotion efforts.