Brand Perception Research Articles

Empirical illustrations of student’s perception of a preferred employer brand

PurposeTo examine the employer brand attributes that attract students to various organisations. This paper studies the perceived importance levels of students in the context of employer brand dimensions.Design/methodology/approachThis paper is based on a well-administered and structured questionnaire with survey results to test the effectiveness of the employer brand model. The researcher received a convenience sample of 416 filled questionnaires out of the 550 distributed questionnaires. Independent sample and paired sample t-tests were run to test the hypotheses.FindingsDevelopment value emerged as the most potent factor, whereas interest value emerged as the least favoured characteristic of an employer brand. Further analyses revealed no significant differences regarding the perceived levels of importance for dimensions of employer brand in relation to gender. Distinct significance levels are associated with various dimensions of employer brand, so companies should carefully emphasise and facilitate those dimensions. The managers could design their job advertisements to attract skilled employees based on the essential values depicted in this study.Originality/valueThe study contributes valuable suggestions for organisations to formulate an effective employer brand for successful recruitment strategies.

The Role of Advertising in Shaping Consumer Perceptions of Sustainable Brands

This research investigates the pivotal role of advertising in shaping consumer perceptions of sustainable brands, delving into the intricate mechanisms by which advertising strategies influence consumer attitudes and behaviors towards sustainability. Through an extensive review of literature, empirical findings, and prospective research directions, this study illuminates the nuanced landscape of sustainability advertising and its profound implications for marketers and consumers. The research underscores the burgeoning significance of sustainable branding within contemporary marketing paradigms, propelled by the escalating consumer interest in sustainability and ethical consumption. Empirical investigations affirm a robust positive correlation between advertising exposure to sustainable brands and consumer perceptions, underscoring the substantial impact of advertising on molding attitudes and driving purchase behavior. The researcher explores the influence of advertising on consumer perceptions of sustainable brands, through a comprehensive review of literature, qualitative and empirical analysis, investigates the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands, explore theories and concepts that provide insights into the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands. Additionally, present the findings of empirical analysis, which further elucidates these relationships and sheds light on the significant role of advertising in shaping perceptions of sustainability and provide insights for marketers aiming to promote sustainable products and initiatives.

Awareness marketing: cause-related marketing without direct contribution

PurposePrior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.Design/methodology/approachThrough four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.FindingsAwareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.Research limitations/implicationsThis research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.Practical implicationsMarketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.Originality/valueTo the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.

Cultivating consumer resilience: understanding and navigating adolescents’ responses to intrusive advertising

Purpose The purpose of this study is to show that as technologies expand the personalization capabilities of advertisers and that intrusive ad formats online and in mobile contexts raise privacy and control concerns, this emerging area requires better understanding. Design/methodology/approach The model tests antecedents and outcomes of advertising intrusion based on surveys of 170 respondents and structural equation modeling. Personalized mobile ads, privacy concerns and perceived vulnerability heighten intrusion, leading to resistance behaviors like avoiding ads and negative brand attitudes. Findings The findings offer several practical implications for marketers targeting youth to balance relevance with transparency in personalized communications to avoid irritation that damages brand perceptions and relationships. The authors believe the article contributes uniquely to the literature at the intersection of interactive marketing technologies, privacy concerns and adolescent consumers – an impactful yet understudied demographic. The rigorous methodology also advances knowledge of advertising intrusion phenomena. Research limitations/implications As with all research, it is important to recognize the limitations of this work that can be taken advantage of in future avenues of research. Firstly, the authors did not consider demographic variables, such as gender, and psychographic variables (lifestyle, personality, etc.), as factors that may influence advertising intrusiveness. Secondly, the authors limited the consequences of intrusion to the variable resistance over time, since several consequences can be studied in this context. Further investigations may remedy those limitations by integrating additional variables into the models, as well as resistance proxies. Besides, a new path for research would consider a breakdown of the age range of teenagers, i.e. the beginning, the middle and the late teenage years. Practical implications The discoveries from this study have significant implications for marketers and organization. The authors therefore recommend that companies commit to creating value through personalization and implement techniques to reduce consumers’ privacy concerns “personalizing mobile advertising involves several important aspects including choosing the right target market, sending users relevant and wanted information and creating personalized advertising contents” (Wang et al., 2019). One way forward, in an environment that will be even more connected in the future, is for companies to request only the data that is relevant and necessary for the smooth running of their business and to integrate privacy practices into their operations. Originality/value This research can contribute to the development of a theory on the role of advertising intrusion in shaping adolescent behavior. The research model has enabled us to deduce the impact of personalization on the perception of an advertising intrusion, providing us with information on the importance of elements provided by the company, such as the importance of the characteristics and beliefs of the adolescent consumer, i.e. perceived privacy concerns and risks, in deciding whether or not to participate in personalization. The conclusions of the study therefore highlight the need for companies to adapt their marketing strategy to remain consistent with new expectations, i.e. to conceive personalization and privacy as two consubstantial issues.

EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES OF NETWORK MARKETING COMPANIES ON CONSUMER PSYCHOLOGY

The rapid advancement in digital technologies has transformed the landscape of marketing, leading to the widespread adoption of digital marketing strategies by network marketing companies. This research paper examines the positive impacts of digital marketing strategies on consumer psychology and sales performance within network marketing companies. Utilizing a sample of 259 respondents, the study employs quantitative analysis to explore how digital marketing initiatives affect consumer engagement, brand perception, and purchasing decisions. The study highlights that personalized digital marketing strategies significantly enhance consumer engagement, influencing their perception of brands and increasing their likelihood of making purchases. Additionally, the research identifies a direct correlation between the frequency of digital marketing campaigns and improved sales performance. Special promotions and interactive digital marketing tactics further contribute to consumer purchasing decisions and trust in network marketing companies. The findings suggest that effective digital marketing strategies can lead to higher sales and improved customer loyalty. This paper provides valuable insights for marketers looking to optimize their digital strategies to better meet consumer needs and enhance sales performance.

The Impact of Branding, Advertising, and Social Media Marketing on Consumer Purchase Intention, Brand Loyalty, and Brand Equity in the Indonesian Market

This research investigates the influence of branding, advertising and social media marketing on customer purchase intentions, brand loyalty and brand equity in the Indonesian fashion industry. Survey data from 288 Indonesian consumers were analyzed using structural equation modeling (SEM-PLS) to test the relationship between variables. The results of the analysis show that there is a positive and significant correlation between consumer behavior, social media engagement, advertising effectiveness and brand perception. Key findings show that branding, advertising, and social media marketing positively influence brand equity, purchase intention, and brand loyalty. Hypothesis testing demonstrated strong statistical significance, while assessment of the measurement model supported the validity and reliability of the measurement tools used. The structural model developed is able to explain the data adequately, emphasizing the importance of integrated marketing strategies in strengthening the relationship between consumers and brands and improving brand performance in the Indonesian fashion market. The conclusion is that fashion companies can use the insights gained to increase their presence and competitiveness in developing markets such as Indonesia. Keywords: Branding, Advertising, Social Media Marketing, Consumer Behavior

Emotional Intelligence in Marketing: Connecting Brands with Consumers

This study investigates the relationship between emotional intelligence, brand communication strategies, consumer brand perception, and customer loyalty within the context of PT. Lautan Luas Tbk. Through quantitative analysis utilizing Smart PLS, data was collected from a sample of 80 individuals using random sampling techniques. The results reveal significant direct effects of emotional intelligence and brand communication strategies on consumer brand perception and customer loyalty, as well as significant indirect effects of both emotional intelligence and brand communication strategies on customer loyalty through consumer brand perception. Specifically, higher levels of emotional intelligence among marketing staff and effective brand communication strategies positively influence consumer brand perception, subsequently leading to increased customer loyalty. These findings emphasize the importance of emotional intelligence and strategic brand communication in cultivating strong brand-consumer relationships and driving sustainable business growth.

Role of Electronic Word of Mouth in Generating a Prestigious Perception of the Brands

Purpose: Brand prestige can be quantified from a consumer’s perspective, but it has not yet been examined. Keeping in view that EWOM can alter behaviors and perceptions, the overall aim of this study is to assess its role in creating a prestigious brand perception and the extent to which it influences purchase decions. Design/Methodology/Approach: 300 survey responses were analyzed through mediation model template 6 of Hayes’s PROCESS macro to deduce EWOM’s contribution towards elevating the status and performance of masstige products. Findings: The mediating effect of brand prestige is higher than that of consumer engagement on purchase intention, which signifies that if the brands are able to generate enough word of mouth, consumers would equate the popularity with prestige and are likely to be praised by their social cohort. Higher effect of prestigious brand perception on consumer engagement implies that the brands have to create engaging content for their consumers rather than relying solely on their prestigious perception to boost sales. Implications/Originality/Value: This study is vital for an emerging economy such as Pakistan, where people may have money constraints but abundance of products due to the acceptance of e-commerce. Managers may want to consider incentivizing the consumers’ feedback, and focus on creating high quality interactive social media content to increase visibility and also improve engagement.

The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions

AbstractFor the past 10 years, a new genre of media content called ASMR has been growing rapidly in popularity. ASMR is described as a pleasurable tingling sensation usually triggered by different audio‐visual signals, performed by so‐called ASMRtists. These triggers have been shown to lead to increased parasocial identification with ASMRtists as well as a stronger commitment to their marketing messages. Yet so far, the effectiveness of ASMR marketing has not been directly compared to the effectiveness of typical influencer marketing. Using two consecutive 2 × 2 experiments among 408 consumers, this study compares the effect of a sponsorship message of two ASMRtists with two YouTube influencers. The results show that ASMR can be induced even by short, sponsored messages and that it positively influences the perception of both the advertised brand and the ASMRtist presenting it. Hence, ASMRtists are suitable brand ambassadors for marketers looking to reach an underserved online community.

Is Personal Branding The Key To Success In Simultaneous Elections In 2024?

In the context of representative democracy, elections play a central role in determining the direction of a country's policies and leadership. In Indonesia, the moment of general elections, especially the presidential and vice presidential elections, is very important to determine the political future of the nation. With the development of democracy, the phenomenon of first-time voters has emerged-a new generation that is actively involved in the political process. This study aims to examine the impact of personal branding of presidential and vice presidential candidates on novice voters in the 2023 general election. The method used is quantitative with data collection through questionnaires and data analysis using Smart PLS. The results showed that personal attributes such as honesty, professional background, populism, and wealth have a significant positive influence on the perception of personal branding of presidential and vice presidential candidates among novice voters. These findings make a significant contribution to the understanding of how personal branding elements can influence the decisions of novice voters in general elections.

ANALYSIS OF PROMOTIONAL EFFECTIVENESS ON INSTAGRAM-CENTRIC ACCOUNTS

<div class="WordSection1"><p><em>This study investigates the effectiveness of promotional activities on McDonald's Indonesia's centralized Instagram account. Despite Instagram's potential as a cost-effective and engaging promotional platform, centralized accounts may face challenges in maintaining interaction and responsiveness. Utilizing a qualitative research design, data was collected through the documentation of consumer comments on McDonald's promotional posts. These comments were analyzed using the EPIC model, which evaluates Empathy, Persuasion, Impact, and Communication elements in consumer feedback. Results indicate that McDonald's promotional activities successfully create strong emotional connections, positively influence consumer attitudes, and enhance brand perception. Consumers showed increased engagement, knowledge, and satisfaction with the brand. However, the study also identified limitations in responsiveness due to the centralized nature of the Instagram account. The findings underscore the need for improved interaction and message management to optimize promotional effectiveness. This research highlights the importance of balancing centralized content management with responsive communication strategies to strengthen consumer relationships and brand loyalty.</em></p></div>

The Importance of Brand Equity and Branding in Terms of Product / Service Preference and Internationalization: An Analysis of Civil Air Transportation with Marketing Strategies

In this study, by emphasizing the importance of brand equity and branding in terms of internationalization, the effects of quality brand perception and a strong brand positioning on product/service preference in civil airline transportation have been tried to be explained in line with service marketing strategies and through descriptive content analysis method. The data collected from the literature about civil air transport companies with the traditional compilation method have evaluated in detail through descriptive content analysis. According to the results obtained, it has been understood that the customer-consumer satisfaction factors to be obtained from the purchased products/services and their differences from competing businesses should be explained to customers/consumers in detail, and suggestions have been made to civil airline companies in order to be more preferred and gain customer loyalty.

Influence of social media marketing efforts towards brand perception of customers

Purpose: This study investigates the relationship between social media marketing efforts and brand perception among customers of clothing stores in Davao del Norte, the Philippines. Research Methodology: A descriptive-correlational research design was employed, involving 200 respondents selected through stratified sampling. Adapted questionnaires were used to measure social media marketing efforts and brand perception, and statistical analysis was conducted to determine the correlation. Results: The findings indicate a high level of social media marketing efforts, particularly in the areas of entertainment, interaction, trendiness, customization, and word-of-mouth. Functional perception has emerged as the most significant factor influencing brand perception. A significant correlation (p < 0.000, R = 0.784) was found between social media marketing efforts and brand perceptions. Limitations: The study's generalizability is limited because of its focus on a specific region and sample demographics. Contribution: This study underscores the critical role of social media marketing in fostering consumer trust and engagement in clothing stores. By leveraging user-generated content and entertainment elements, businesses can amplify brand visibility, deepen their emotional connections with customers, and foster loyalty and repeat purchases. Future research should delve deeper into the interplay between word-of-mouth marketing, affective perceptions, and brand identity to enrich our understanding of consumer behavior in the digital age.

Influence of social media marketing efforts towards brand perception of customers

Purpose: This study investigates the relationship between social media marketing efforts and brand perception among customers of clothing stores in Davao del Norte, the Philippines. Research Methodology: A descriptive-correlational research design was employed, involving 200 respondents selected through stratified sampling. Adapted questionnaires were used to measure social media marketing efforts and brand perception, and statistical analysis was conducted to determine the correlation. Results: The findings indicate a high level of social media marketing efforts, particularly in the areas of entertainment, interaction, trendiness, customization, and word-of-mouth. Functional perception has emerged as the most significant factor influencing brand perception. A significant correlation (p < 0.000, R = 0.784) was found between social media marketing efforts and brand perceptions. Limitations: The study's generalizability is limited because of its focus on a specific region and sample demographics. Contribution: This study underscores the critical role of social media marketing in fostering consumer trust and engagement in clothing stores. By leveraging user-generated content and entertainment elements, businesses can amplify brand visibility, deepen their emotional connections with customers, and foster loyalty and repeat purchases. Future research should delve deeper into the interplay between word-of-mouth marketing, affective perceptions, and brand identity to enrich our understanding of consumer behavior in the digital age.

An investigation into the impact of personal branding and social media marketing on purchase intention among Tiktok Users in the Indonesia grilled sambal market of Jakarta

Nowadays, marketing strategies that leverage personal branding and social media significantly shape customer behavior in several industries. The effects on the Jakarta-based TikTok user market for Indonesian Grilled Sambal goods are the primary subject of this research. For this study, we used Google Forms to poll people who met certain age, TikTok, and Iben Ma familiarity/product/influencer requirements. Perceptions of personal branding and social media marketing were examined using descriptive statistics, focusing on how they affected purchase intention. The results showed that the target audience had favorable impressions and a strong propensity to buy, and the study used traditional assumption testing to validate a regression model. The results show how much of an impact these characteristics have on buying habits. The study highlights the revolutionary impact of social media marketing on influencing customer behavior and brand perceptions, drawing from theories such as Social Identity Theory and the Elaboration Likelihood Model of Persuasion. With these findings in hand, marketers targeting specific food niches can improve their social media engagement with customers. The paper goes on to say that more research into the relationship between niche market customer behavior, personal branding, and social media should be pursued.

The Role of Brand Image, Brand Ambassadors and Korean Wave on Intention to Purchase of K-popers Customers

The purpose of this study is to investigate how brand ambassadors and the Korean wave affect brand perception and how that affects consumer choice. Using non-probability selection approaches, a sample of 100 respondents was chosen from a population of K-poppers as part of this quantitative research study. Direct data searches, online research, and questionnaires were used to gather data. Structural equation modeling (SEM) statistical approaches are used in data analysis. The analysis's findings indicate that neither the Korean wave nor brand ambassadors alone significantly affect a company's reputation. Together, nevertheless, they significantly and favorably impact brand image. In addition, the Korean wave and brand image, as well as brand ambassadors, have a big impact on buying decisions. In general, the Korean wave and brand ambassadors have a big impact on brand perception and can influence consumer decisions separately or in tandem. These findings highlight the value of using brand ambassadors and the Korean wave in marketing tactics to create a strong brand identity and influence consumer decisions to buy, particularly among K-pop enthusiasts.

The national rugby league and the Bundesliga: a study of brand hate

PurposeThis study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types of brand hate were expressed towards the Bundesliga and the NRL? (2) To what extent did hateful comments attract more likes than non-hateful comments?Design/methodology/approachBrand hate was studied in the context of competition restrictions in 2020 due to the Covid-19 pandemic. We analysed reader comments posted below online articles published in three German (119 articles and 8,975 comments) and three Australian online newspaper articles (116 articles and 4,858 reader comments). The data were analysed deductively.FindingsNon-parametric tests found that all types of brand hate were expressed. Approximately 85% of the hateful comments were mild, or more specifically, cold (n = 445 or approximately 53%), or cool (n = 250 or approximately 30%), or hot (n = 20 or approximately 2%). Hateful comments attracted more likes than non-hateful comments.Originality/valueThis study advances our understanding of how negative brand perceptions underpin an extreme negative emotional reaction in the form of brand hate. The empirical evidence enables brand managers to better address disgusted, angry, or contemptuous consumers (or stakeholders) and consider whether the feeling is enduring, strong or weak, and linked to either aggressive or passive behaviours.

Study on the Effectiveness of Marketing through Sports

The intertwining of sports and marketing has become increasingly prevalent in modern society. This abstract examines the diverse approach to sports marketing, emphasizing its influence, methods, and obstacles. Sports provide a dynamic platform for marketers to engage with a wide range of people, exploiting the emotional connection and loyalty that comes with sports teams and individuals. Brands may match with the ideals and goals of sports fans through sponsorships, endorsements, and event activations, increasing brand perception and affinity. This paper investigates the effectiveness of marketing strategies deployed within the realm of sports. By analyzing various case studies and academic literature, the paper explores how sports provide a fertile ground for marketing initiatives to flourish. It examines the impact of sports marketing on brand visibility, consumer engagement, and revenue generation. Additionally, the paper discusses the challenges and ethical considerations associated with sports marketing practices. The findings contribute to a deeper understanding of the complex relationship between sports and marketing, offering insights for businesses and marketers seeking to leverage sports as a promotional platform.

The impact of destination brand experience on arousal, memorable tourism experience, and revisit intention: Gyeongbok palace night tour

ABSTRACT This study explores the impact of destination brand experience and perceptions of safety on revisit intention, and the mediating effect of arousal and memorable tourism experience (MTE). A sample of 357 tourists participating in a Gyeongbok palace night tour in South Korea was surveyed. The findings of structural equation modeling revealed that affective experience dominated the relationships with arousal, followed by behavioral and sensory experience. Perceptions of safety had positive and significant relationships with arousal and revisit intention. The links between arousal, MTE, and revisit intention were also confirmed. The study’s results emphasize that in night tourism destination brand experience and perceptions of safety are the major factors influencing revisit intention through arousal and MTE. The study offers theoretical and practical insights for destination marketing scholars and practitioners.

Examining customer intentions to purchase intelligent robotic products and services in Taiwan using the theory of planned behaviour

BackgroundThe literature for assessing online and offline shopping behaviours that are linked to intelligent robotic goods and services is inadequate. In this study, we applied the Theory of Planned Behaviour model for guidance regarding how consumer behaviour affects their purchase intentions for intelligent robotic goods and services.MethodsData from 408 respondents were gathered through an online questionnaire binned into Online and Overall Shoppers, and analysed using SPSS, AMOS, and Covariance-Based Structural Equation Modelling software to evaluate the appropriateness of the measurements and to confirm data reliability, convergence, divergence, and validity. These tools were also used to track and test hypothesized relationships between the variables and model constructs used in this study.Results and conclusionsThe overarching outcomes from the data analyses indicated the Ease of Usage, Brand Perception, and Product Pricing variables causally impacted the TPB model constructs, namely Attitude, Subjective Norms, and Perceived Behaviour Control for the two populations tested with respect to their intention to purchase intelligent robotic goods and services. The reliability measurements for Ease of Usage, Brand Perception, and Product Pricing are discussed. The results are important for companies and future investors because opportunities to study the complex relationships that ultimately drive consumer behaviour and their intention to purchase intelligent robotic goods and services are provided.