Brand Perception Research Articles

Digital Innovations and Competitive Advantage of Commercial Banks in Kenya

Purpose: The purpose of the study was to ascertain the role of digital banking technological innovations in enhancing competitive advantage among commercial banks in Kenya. Specifically, the study sought to examine the influence of digital technological innovations for market, digital banking innovations for differentiation, digital innovations for customer satisfaction and the influence of ICT infrastructure on competitive advantage of commercial banks in Kenya Methodology: Descriptive research design was adopted for the present study. The study was carried out in Kenya, covering all the 39 solvent commercial banks in Kenya as of 31st March 2024. The study adopted the census data collection method from the headquarters of the 22 solvent commercial banks belonging to Tier 3. Four key officers including the sales manager, loan officer, relationship manager, and risk manager totaling to 88 were sampled to participate in the study. Findings: The findings indicate that there is a significant relationship between market positioning and competitive advantage (B = 0.292, p = 0.003). On the other hand, Differentiation is established to have a negligible influence on competitive advantage in this model (B = 0.027, p = 0.852). Customer Satisfaction comes out strongly, as a factor that defines competitive advantage (Coefficient = 0.247, P = 0.046). Unique Contribution to Theory, Policy and Practice: The study recommends that Kenyan commercial banks invest in continuous digital innovation, particularly in mobile and Internet banking, to strengthen market positioning, improve brand perception, and offer personalized services. Banks should also enhance their ICT frameworks for better service delivery, data protection, and adaptability to market changes. Emphasizing mobile banking innovations and staying updated with emerging digital trends will help banks reduce customer acquisition costs, expand their customer base, and maintain a competitive edge in a dynamic industry.

The Application of New Media Marketing in Luxury Brand Communication

In the evolving landscape of luxury brand communication, this paper explores the transformative role of new media marketing in the dissemination and perception of luxury brands. Drawing insights from recent studies on social media impact on luxury consumption, it delves into how platforms like Instagram, Facebook, and WeChat have reshaped consumer behavior, particularly among the affluent and aspirational demographics. The paper also investigates the alignment of advertising strategies with the United Nations Sustainable Development Goals (SDGs), particularly focusing on women's empowerment, showcasing how luxury brands can leverage social responsibility to enhance their image and appeal. Strategies adopted by luxury brands in the new media era are analyzed, emphasizing the effectiveness of content marketing, influencer partnerships, and digital storytelling. Case studies highlight the success of brands like Gucci and Chanel in engaging audiences through innovative campaigns that blend heritage with modernity. An understanding of the nuances in different cultural contexts is crucial, as demonstrated by the need for sensitivity towards post-feminist ideologies in crafting messages of empowerment. The paper concludes by offering recommendations for luxury brands looking to optimize their new media marketing efforts. It suggests a balanced approach that integrates online and offline experiences, fosters community engagement, and prioritizes ethical and sustainable practices. By doing so, luxury brands can not only increase their market penetration but also contribute positively to societal goals, thereby ensuring long-term brand loyalty and relevance in an increasingly digital and socially conscious world.

Consumer Purchase Decision and Brand Image Analysis Through Product Quality and Price: Study Case Frozen Pastry in Jakarta - Indonesia

The study investigates the effects of product quality and price on the purchasing decisions of Bonpatis Danish pastry sheets, with brand image acting as a mediator. Indonesia's food and beverage industry, mainly retail, is experiencing significant growth as modern retailers like Hypermart introduce competitive products. A quantitative approach was used, applying Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to data collected from 83 respondents, mainly Hypermart bakery employees in DKI Jakarta. Results indicate that product quality and price positively influence brand image and purchasing decisions. Specifically, product quality boosts brand image and directly affects purchase decisions, whereas price influences purchase decisions directly but not via brand image. The study emphasizes the role of product appearance and packaging in shaping brand perceptions and suggests improving these elements to attract more consumers. Due to a limited sample size, the study recommends future research to explore broader aspects like customer satisfaction and loyalty. Keywords: Danish pastry sheet, product quality, price, brand image, purchase decision.

Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.

Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Somethinc di Purwokerto

This study attempts to look at how consumer decisions about Somethinc Skincare Products in Purwokerto are influenced by celebrity endorsements, brand perceptions, and product quality. To distribute surveys and gather quantitative data, the researchers utilized google forms. The group under research is made up of Purwokerto individuals who have purchased Somethinc skincare products. This sampling strategy combines a purposive sampling approach with non-probability sampling methods. The sample size was determined by utilizing the Roscoe approach to poll 110 people in total. This study makes use of descriptive statistics, hypothesis testing, testing of instruments, testing of classical assumptions, testing of goodness of fit, and testing of instruments. This study use multiple linear regression analysis as its method of data analysis. This study used the SPSS 26 statistical package to handle the data. According to this study's findings, Somethinc skincare products in Purwokerto are more likely to be purchased when the following factors are considered: celebrity endorsement, brand image, and product quality.

Calorie and carbon labels on menus in Chinese restaurants: effects of label presence and presentation format on customer behavior and brand perceptions

ABSTRACT This study employed a 2 (calorie and carbon emission) × 2 (numeric and reference) experimental design to assess the impact of displaying nutritional and environmental information on menus in hotel’s Chinese restaurant. Unlike previous studies primarily focused on simulated intention, it captured consumer actual behavior and perception. While such information did not significantly affect dietary choices, the inclusion of carbon emission information had a positive influence on perceived social responsibility. The reference format proved effective in enhancing transparency, especially when the information was complex. This research offers practical insights for restaurants to effectively communicate their commitment to health and sustainability.

Research on the Impact of Social Media on Brand Cognition and Consumer Behavior

In today's rapidly developing internet age, everyone's life is inseparable from the presence of the internet. Nowadays, social media exists as a new form of entertainment in people's lives. Through mobile phones or computers, consumers can easily obtain brand information and evaluations of new products from various self-media, forming new perceptions. This article will use a comprehensive approach to study how media attract people and change their perceptions. The final research reveals that some major manufacturers attract fan groups by releasing videos related to current hot topics, adapting to internet trends, and actively interacting with fans to build close relationships and customer loyalty. Additionally, sponsoring leagues and collaborating with internet celebrities are also important methods they use to enhance their brand image and establish their fan base. The study on the impact of social media on brand perception and consumer behavior shows that social media plays a significant role in shaping consumer perceptions of brands and influencing consumer behavior. Social media is also highly flexible, allowing for targeted reporting and introductions of specific products to achieve desired branding effects. The research also reveals how some media combine new factors to expand their fan base, providing directions for future academic research.

DEVELOPMENT OF MARKETING IN AZERBAIJAN

The main goal of the article is to study activities aimed at marketing development in Azerbaijan. It is noted that benefiting from the synthesis of the national characteristics of the economy (including the experience of the Soviet era) and the world experience is one of the urgent requirements of the modern era. Method and methodologies. In the analysis process, comparative analysis of statistical indicators, analysis of legal-normative documents necessary for the development of marketing, classification of existing problems in the system of formation of market relations in Azerbaijan, forecasting and projecting methods were used. Novelty on the article. The article focuses on some rational and non-rational activities that are neglected in the scientific literature and necessitates the development of marketing. Conclusion and suggestions. The article emphasizes that marketing promotion is a step that serves to make companies popular among the population. These steps are one of the necessary steps to be carried out and updated both thoroughly and systematically. It is noted that 90% of managers of companies operating in Azerbaijan think that there is no need for marketing research. Thus, the decision to implement marketing measures is not based on the analysis of research data, and this, in turn, does not justify the effectiveness of marketing projects. Businessmen rely too much on their intuition and make unreasonable expenses based only on their own experience and unsystematized information that reaches them over a period of time. As a result: 1. Unsuccessful image campaigns are organized that do not produce any desired intangible effect; 2. Sales of newly launched products are falling; 3. Preference is given to advertising campaigns mainly aimed at financial impact; 4. Absurd models of brand perception emerge as a result of lack of study of brand perception after marketing activities; 5. Low level of service and, as a result, customer satisfaction. At best, marketers refer to a company's to-do list.

The effectiveness of personal branding in forming a company image

The topic of personal branding and its impact on corporate image is of particular relevance. The research aims to explore the relationship between personal brand and company brand perception. The main goal of the work is to analyze how the level of trust, effectiveness and creative freedom of a personal brand affect the corporate image. The research is based on three key hypotheses: the higher the level of trust in the personal brand persona, the higher the perception of the company brand; the higher the effectiveness of the personal brand, the higher the perception of the company brand; the more creative freedom the personal brand persona has, the higher the image of the company brand. The analysis was conducted in Smart Pls software based on quantitative data obtained from the survey. The scientific significance of the work lies in the expansion of knowledge about the mechanisms of corporate image formation through personal branding. The practical significance of the research is expressed in the development of recommendations for companies on the effective use of personal branding to improve corporate image. The findings support the hypotheses by showing that trust in personal branding, its effectiveness and creative freedom have a positive impact on the perception of the company brand. The contribution of this study to the field of marketing and branding is to provide a new perspective on the use of personal branding as a strategic tool to enhance corporate image and market competitiveness. The practical significance of the results enables companies to develop more effective personal branding strategies, thereby improving their overall image and customer loyalty.

Unveiling the Power of Storytelling: A Comparative Analysis of Consumer vs. Brand Narratives in Shaping Favorable Attitude Toward Brands Through Emotions and Cognition

Storytelling, as an interactive form of communication, is key to delivering product information compellingly and fostering consumer acceptance and engagement. Stories may originate from companies or consumers. Brand storytelling has emerged as a pivotal component of companies' communication strategies, facilitating the expression of values and fostering robust customer relationships. This study explores the effectiveness of consumer storytelling versus brand storytelling in shaping brand attitudes. It was an experimental research involving 384 respondents randomly assigned to two groups that were either exposed to consumer or brand stories. Through comparative analysis, consumer storytelling emerged as superior in eliciting positive brand attitudes, cognition, and emotions. However, its direct impact on brand attitude was not significant. Instead, the study uncovers the mediating role of cognition and emotion, highlighting their crucial influence on shaping favorable brand perceptions. Consumer storytelling, characterized by its emphasis on real values and emotional engagement, enhances cognitive personalization and imagery processing, fostering deeper consumer-brand connections. These insights underscore the imperative for emotionally resonant and cognitively stimulating storytelling in brand communication. This study contributes to the scant literature on examining the comparative effectiveness of consumer brand storytelling versus firm-generated brand storytelling. It elucidates the underlying mechanisms driving the superiority of consumer storytelling in shaping favorable brand attitudes. Contextually situated within the Pakistani market, particularly focusing on clothing buying behavior, this research offers actionable insights for brand managers seeking to harness the power of storytelling to garner favorable consumer responses and enhance brand resonance.

Cultural dynamics and consumer behavior: An in-depth analysis of Chinese preferences for western imported products

In the ever-evolving society of global commerce, understanding consumer behavior is paramount, particularly demand for western products is growing around the world especially in China as Chinese consuming behaviors are rapidly changing, and recognizing the pivotal role it plays in the contemporary global market. With a focus on brand perception, product quality, and the impact of cultural factors, by dissecting these dynamics, businesses can glean valuable insights to strategically navigate the complexities of the Chinese market, the research aims to unravel the complexities that influence purchasing decisions by using a survey which was analyzed to identify patterns and trends in consumer behavior. As businesses strive to expand their presence in the dynamic Chinese market, a nuanced understanding of these consumer dynamics becomes important setting the stage for an exploration that not only seeks to decode the preferences of Chinese consumers but also offers insights crucial for businesses aiming to navigate and thrive in this unique economic society.

Does Environmental, Social and Governance Disclosure Practices Promote Customer Brand Perception? The Moderating Effect of Customers’ Sustainability Responsiveness

Environmental, social and governance (ESG) aspects have garnered considerable attention in corporate management on a global scale in recent times. As a result, researchers have paid notable attention to this subject. Though numerous studies have already explored various aspects of ESG in the context of emerging economies like Bangladesh, there is limited evidence on whether ESG practices promote customer brand perception (CBP). This study measures the impact of ESG on CBP deploying structural equation modeling in an emerging economy by analyzing the responses of 450 samples in accordance with the philosophies of triple bottom line theory and signaling theory. The results indicate that sustainability responsiveness, social and environmental disclosure practices, and CBP are positively impacted. Customers’ enhanced level of sustainability responsiveness strengthens the influence of governance disclosures in choosing a brand, while weakens the impact of environmental and social disclosures. However, the study concludes there is no significant effect of governance disclosures on CBP. The findings also reveal that social issues have the strongest impact on CBP among the ESG parameters. As sustainability concerns increase, customers either demand more sustainability performance from brands or their impression of the brands declines correspondingly. The study outlines a customer’s viewpoint on the requirements of ESG and sustainability concerns, which will contribute organizations to adopt appropriate ESG strategies and address sustainability challenges to win over customers and strengthen their brand image.

The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers purchasing power. Overall, this study contributes to theoretical research by enriching readers understanding of new media marketing strategies while providing practical insights for consumers.

Perception management as an approach to optimizing the image of the social network “VKontakte”

INTRODUCTION. The application of the concept of perception management for image optimization of the social network “VKontakte” is investigated. The scientific evolution of the application of theoretical aspects of this approach from the initial, military paradigm to the field of communications both inside and outside social networks for the purpose of promoting the services they offer in the commercial environment is considered. The goal is to study and analyze the application of the concept of perception management for image optimization of the social network “VKontakte”.MATERIALS AND METHODS. The existing modern theoretical aspects and practical approaches used to influence the perception of the online community brand by existing and potential participants are analyzed. Such research methods as content analysis and statistical data analysis are used. Using examples of publicly available materials, the advertising campaign of the social network “VKontakte” is analyzed and a comparative analysis is conducted with the best international practices in the paradigm of perception management.RESULTS AND DISCUSSION. The article proposes tools and techniques that can be used to manage the perception of the image of a social network in the context of modern international trends and challenges.CONCLUSION. The study shows that social network brand perception management is an effective approach to optimizing the image of social networks, and an advertising campaign for the “VKontakte” social network, conducted taking into account the basic principles of this approach, can contribute to the successful promotion of this social network in the modern information environment.

Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements

This study rigorously examines the Zeigarnik Effect's impact on consumer loyalty and brand advocacy through Thumb Stopper Advertisements. Investigating Emotional Appeal, Attention and Engagement Metrics, Brand Messaging, Storytelling, Customer Loyalty, and Brand Advocacy reveal pivotal mechanisms driving these dynamics in digital advertising. Employing mixed methods encompassing quantitative and qualitative approaches, we engaged 303 participants through an online survey, unveiling insights into Thumb Stopper Ad interactions and the ensuing brand perceptions. A comprehensive understanding was attained through four hypotheses tested using Structural Equation Modelling (SEM). This study was based on the "Zeigarnik Effect" model introduced by Russian psychologist Bluma Zeigarnik in 1927. Thumb-stopper advertisements that evoke strong emotions attract viewers and are strengthened by narrative. Engagement metrics mediated emotional appeal and brand messaging, shedding light on the intricate dynamics of thumb-stopper advertisements. Marketers can elevate thumb-stopper ads through astutely crafted campaigns to cultivate robust customer loyalty and advocacy.

‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model

This study is to establish that consumers’ perceptions can trigger value creation from commitment, and pursuit of CSR by an organization can bring leverage and advantage by adopting the same as a brand, when fused to lifestyle and culture, while an extrapolation has been made from a novel 3-factor model of consumer responses as presented and newly introduced and adapted (draft study, Adewole 2023). Consumer decision-making process reflects the “black box models from cognitions, cognitive pathway, some intrinsically inner hidden pictures, and rational choices”; strategically, a smart and well-communicated brand can impact financial performance, thus emphasizing the significance of the brand from the consumer side. It can be inferred that culture and traditional behavior play significant roles in brand perception, which can generate and create other leads, such as preferences, intentions, and repeats, considering the complexes, unpredictable trends, or patterns associated with consumers’ expressions and behavior in the context of a black box, rational and complex mixes, even justified and vividly affirmed by the result of the ‘hypothesis testing and verification of the composite attributes and evident from the ‘ANOVA and multiple comparison, which gave a p-value exceeding (>0.05).

Decoding millennials and generation Z consumers' brand behaviors in the Metaverse: The relationships among avatar identification, self‐presence, and psychological dynamics

AbstractThis study investigated the impact of consumer avatar identification on purchase intentions in the Metaverse, examining the roles of self‐presence, emotional closeness, and perceived appropriateness of brand strategies. A total of 312 individuals aged 18–42 years old (comprising millennials and Generation Z) participated in an online survey. The findings indicated that wishful identification significantly fosters self‐presence and emotional closeness compared to similarity identification. Moreover, the heightened emotional closeness to avatars positively influences the perceived appropriateness of brand strategies, subsequently influencing purchase intentions. The study reinforced the importance of understanding consumer avatar relationships in virtual environments for effective brand engagement, suggesting that wishful identification might be more influential in shaping brand perceptions and consumer behaviors in the Metaverse. This study contributes to the existing literature on consumer behavior by investigating the dynamics of consumer behavior of the Metaverse, where consumers' brand experiences are predominantly mediated through avatars.

Impact of Influencer Marketing on Brand Perception

Impact of Influencer Marketing on Brand Perception

Development and Validation of the Political Brand Positioning & Marketing Scale: A Study in Pakistan

Positioning is the process of establishing and maintaining voters’ perceptions, connections, and images of a political brand based on the values and beliefs associated with it through clear, consistent, and coherent marketing communication. However, there is no scale available that can be used to measure the effects of political brand positioning and marketing efforts. Then, this study aims to develop and validate a new method – the Political Brand Positioning & Marketing Scale. This will be done in the political context of Pakistan. It is expected that by using this method, researchers, political consultants, and political brand managers will be able to reflect on their brand image formulations and positioning strategies. It will also help them strengthen their contact with voters and the public to increase the quality of election campaigns and determine whether the brand image and perception are compatible with what was planned.

Role of Point-of-Purchase on Consumers’ Perception of Coca-Cola Beverage in Nigeria

Consumers have needs, values, and preferences, which is important to them while making buying decisions. This preference determines the choice made by individuals when they see the product(s) or hear sounds that attract them to an environment in which they want to make a purchase decision. Having the opportunity to see product(s), does not only instigate a consumer to buy but reduce the uncertainties the customer experience while making buying decisions. The need to instigate consumers to buy a brand’s product among several competing brands makes brands provide point-of-purchase display tools to help push products to consumers through retail outlets whilst influencing consumers' buying decisions. Using the Servqual model and conditioning theory, this research work was carried out to examine the role of point-of-purchase display on consumers’ perception of brands. Survey research was conducted for this purpose. A total of two hundred valid responses were collected from respondents who are consumers of the Coca-Cola brand products. The data collected from questionnaires were analyzed using ordinal logistic regression on SPSS version 25. The research findings show that there is a significant positive relationship between the independent variable- point of purchase display (atmospherics, product display) and the dependent variable- perception (value, reputation). Hence, the study recommends that brands should always motivate retail outlets to keep their products on display and their display items in strategic places in the store to thrive in the competitive market. Lastly, because the atmospherics attract customers before the display in indoor settings, it is recommended that the atmosphere should create a remarkable experience for customers by leveraging on enticing the human sensory.