Brand Recommendation Research Articles

The Rise of Digital Influencer on Instagram to Impact the Brand Engagement and Purchase Decision

This research aims to test the effect of brand recommendations by digital influencers on purchase intentions in terms of brand engagement and brand expected value. The sample selected in this study had two characteristics: having an Instagram account and following on Instagram. The sample in this research consisted of 85 respondents and the analysis technique used in this research was the SmartPLS 4 application and the type of data collection research in this research was quantitative. The results of this research show that Perceived Influencer, Brand Engagement on Self-concept Brand Expected Value have a positive or significant influence on Intention to Purchase Recommended Brand. To increase the value of a product, the managerial implication that can be applied is that the company collaborates with digital influencers.

A social identity theory perspective on sustainable brand recommendation: The case of professional service providers

The purpose of this study is twofold. Firstly, the paper calls attention to a unique subset of professional service providers (PSPs) who have obvious product expertise related to their profession yet are only minimally involved in the sales process. Despite this, they are considerably influential in regard to their clients’ brand decision-making process. Examples of these include veterinarians recommending a given pet food brand and dentists recommending a brand of dental floss. Secondly, since environmental sustainability is an important facet of corporate social responsibility, we considered factors that help predict PSPs’ propensity to recommend environmentally friendly brands to their clientele. The conceptual model argues that PSPs’ degree of identification with their profession, self-assessed knowledge in environmental concerns and expectation that sustainable brands will engage in eco-based marketing are all positive influences on PSPs’ likelihood to recommend sustainable brands and generate positive word of mouth. Responses from 467 veterinarians, representing this unique class of PSPs were analysed, and structural equation modelling determined that identification with the profession was a motivating factor in learning more about sustainability. In turn, self-assessed expertise in environmental issues was shown to increase the likelihood that PSPs would recommend sustainable brands.

Peran Perceived Influencer Terhadap Intention to Purchase Recommended Brands

This study aims to investigate the role of influencers as effective tools in providing brand recommendations and their influence on followers in shaping perceptions and behaviors towards endorsed brands. The study was conducted among TikTok users in Jakarta with a total of 150 respondents. The research employed a quantitative approach with the SEM Lisrel analysis method. The findings of this study revealed several important findings. First, it was found that perceived influence (PI) has a positive influence on brand engagement in self-concept (BESC), indicating that influencer influence can affect user engagement with brands in the context of their self-concept. Second, no positive relationship was found between perceived influence (PI) and brand expected value (BEV), suggesting that influencer influence does not necessarily impact positive evaluations of brand value. Third, brand engagement in self-concept (BESC) has a positive influence on intention to purchase recommended brands (IP), indicating that user engagement with brands contributes to the intention to purchase recommended brands. Furthermore, it was found that perceived influence (PI) has a positive influence on intention to purchase recommended brands (IP), reaffirming that influencer influence can drive the intention to purchase recommended brands. Finally, brand expected value (BEV) has a positive influence on intention to purchase recommended brands (IP), indicating that the expected value of a brand contributes to the intention to purchase recommended brands. This study provides insights into the importance of the influencer role in shaping user perceptions and behaviors towards brands and its implications for the intention to purchase recommended brands.

Local Brands Use Traditional Ethnic Culture to Shape Consumer Stickiness: Taking Huaxizi Brand as an Example

In modern society, domestic consumption is constantly upgrading. After experiencing the climax of the development of foreign culture, national cultural self-confidence begins to awaken, and "national tide fever" comes into being. In this social environment, research on how major domestic beauty brands stand out in the tide of the "national trend". This article takes the domestic beauty brand Huaxizi as the research object and uses literature analysis to identify the main reasons for the success of Huaxizi brand. Huaxizi's brand's reference to traditional culture is not a mechanical collaboration. It simply replicates traditional culture and deeply explores the excellent traditional culture that gradually disappears from the public's perspective. Then, starting from the nature and function of its own products, using modern craftsmanship and production technology, it cleverly integrates traditional culture into its own products and creates its own cultural symbol. Hua Xizi chose a brand recommendation officer in marketing, launched brand songs, and created unique Chinese style makeup. Through various cross-border marketing, she ultimately became a leader in the domestic beauty industry. Huaxizi has not formed its own user pool, and its sales methods are only limited to online sales. In order to achieve greater benefits, it is recommended to create its own exclusive app, establish a physical portal, and choose a marketing method closer to traditional culture.

Analisis Faktor–Faktor yang Mempengaruhi Brand Loyalty pada Coffee Shop yang ada di Batam

This study aims to hide the factors that influence brand loyalty in coffee shops in Batam City by mediating brand image. The independent variables used in this study include trust, brand recommendations, perceived quality, lifestyle, and service quality. The methodology used in this study is a quantitative research methodology. Researchers used survey techniques through questionnaires to collect data. In this study, purposive sampling was applied, a sampling technique in which taking samples took into account certain criteria. The samples collected were 360 respondents. The data analysis method used is SEM (Structural Equation Modeling) with the help of SmartPLS 3 software.The results of this study found that trust, brand support, lifestyle, and service quality had a significant and positive effect on brand image, while perceived quality had no significant and positive effect on brand image. Meanwhile, brand image has a significant and positive effect on brand loyalty. The role of mediating brand image does not fully work as an intermediary. This is shown by the mediation of brand image does not have a significant and positive effect on the relationship of trust, brand recognition, perceived quality, and lifestyle with brand loyalty, while the relationship of service quality has a significant and positive effect on brand loyalty through brand imageAbstract is basically an English version of Abstrak. All components in Abstract are written in the same style as in Abstrak.

User Requirements and Quality Assessment on Shoe Size and Fit Recommendation

Online shoppers often have to find reference conversion by manual method, standalone systems, asking sales agents, and browsing the internet. However, these methods that did not provide fast and seamless information on size and fit, and what more by different brands. This study was conducted to identify user requirements for shoe sizing and fitting based on standard size conversion (US, UK, Euro), brand and type. A survey (n=62) was conducted with online shoppers to determine functional and non-functional requirements for the shoe size and fit recommendation mobile application. Subsequently, a mobile application was developed based on the output, followed by 15 user satisfaction tests (n=50) to assess its quality using 9 task scenarios. An interview was then conducted to obtain richer user feedback. The analysis showed more than 90% of users evaluated the application as easy to use, had a pleasant interface, had the intention of using it, would recommend it to others, and were satisfied with the overall application. The mean analysis showed a score of 4.6, which indicates that most of the participants were satisfied with the application. The interview results suggested the application to add brand recommendations and customize features for children’s shoes. These open opportunities for future work to improve the acceptance and quality of the application. Users who wish to buy shoes online could benefit from the application by finding the right fit based on foot size, shoe brand and type easily using their smartphone.

How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique

PurposeGiven the acute competition between music-streaming platforms (MSPs), the purpose of this study is to identify the relational motivators of brand loyalty towards the MSP in terms of user-brand involvement, brand trust, brand engagement, brand recommendation and brand loyalty.Design/methodology/approachCross-sectional quantitative data, gathered from a total of 340 eligible respondents via an online questionnaire survey, were empirically analysed and validated using a hybrid predictive-analytics structural equation modelling (SEM) and Artificial Neural Network (ANN) method.FindingsThe results of this study demonstrate that user-brand involvement promotes brand loyalty toward a MSP by fostering brand engagement, brand trust and positive word-of-mouth. SEM and ANN data comparison reveals good consistency.Research limitations/implicationsThe generalizability of the research outcomes may be constrained, as this study only considers the data from a single country (i.e. Malaysia) and one music streaming platform (i.e. Spotify). This study highlighted the relevance of user-brand involvement and non-core supporting services in the cultivation of brand loyalty, particularly their salient roles in promoting favourable attitudes and behaviours towards platform brands.Practical implicationsThe insights produced can aid MSPs in devising better user retention strategies that can be used to maintain their competitive edge over time. The findings of this study made it abundantly evident that practitioners should facilitate more user-brand cooperative activities to encourage user-brand involvement and, ultimately, foster brand loyalty.Originality/valueThis study has addressed a major research gap by examining the relational roots of brand loyalty, which transcend the typical focus on transactional factors and technical lock-in. This study pioneered the investigation of brand involvement with user involvement.

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia.

BackgroundIn recent years, technological advancements have increased the importance of innovation activities. Therefore, firms invest millions of dollars in innovation activities to ensure long-term business sustainability. Similarly, consumer concerns have increased dramatically over the past years. Thus, brand loyalty has become a top priority for firms and consumers. In this background, this research examines how firms’ innovation activities translate into consumer brand loyalty to assure business sustainability in Asian markets, particularly China, Pakistan, and Indonesia.ObjectivesThis study’s specific objectives are to comprehend the concept of firms’ innovation activities and their effect on the brand prototype. Examine the effect of the brand prototype on global brand preference, recommendation, and loyalty among Asian consumers. Find out the impact of brand preference on brand recommendations and the influence of brand recommendations on brand loyalty among Asian consumers.Materials and methodsA total of 814 consumers from Asian countries (China, Pakistan, and Indonesia) participated in this study, and structural equation modeling was used to analyze the data.ResultsThe findings indicate that firms’ innovation activities, such as processes, products, and store environment, positively influenced the brand prototype, thereby increasing consumer brand knowledge. Likewise, brand prototype contributes to developing brand preference, brand recommendation, and brand loyalty among Asian consumers. Lastly, consumer brand preference significantly influenced brand recommendation, which positively improves consumer brand loyalty in Asia.ConclusionThis study concluded that Asian (Chinese, Pakistani, and Indonesian) consumers have favorable perceptions of firms’ innovation activities (i.e., process, product, and store environment innovation), which influences their ability to develop brand prototypes to increase consumer brand knowledge. Similarly, brand prototype fosters brand preference, recommendation, and loyalty. Likewise, favorable brand preference encourages consumers to recommend the brand to others, strengthening brand loyalty. Thus, firms should invest in innovation activities to strengthen consumer brand loyalty in Asian markets. Consequently, this study may assist multinational corporations in increasing their business volumes and market shares in Asia.Managerial recommendationsThis study provides important managerial recommendations. The findings revealed that global managers can develop and implement several branding strategies for sustaining their businesses in the Asian environment.

New corporate social responsibility brand evaluation in a developing country: Uzbekistan

Organizations strive to satisfy salient and unmet consumer needs by providing value through their products and services. If environmentally sustainable “green” brands successfully exist by addressing environmental issues in developed countries where environmental consciousness is high, there may be a potential for the existence of newly created CSR brands that aim to deliver socio-economic benefits in developing countries. We empirically tested the potential of a brand that offers socio-economic corporate social responsibility benefits in a developing country- Uzbekistan.As Corporate Social Responsibility (CSR) in developing countries is a relatively new concept with little empirical research, this research examined the impact that brands with socio-economic CSR initiatives have on consumers’ purchase intentions. In addition, brands with socio-economic CSR initiatives were compared with brands with no CSR initiatives. Drawing on both marketing and psychological theories, we hypothesized that brands with socio-economic benefits would be received more favorably by consumers in developing countries where economic needs are more salient.To empirically test the hypotheses, 397 Uzbekistan consumers responded to an online survey. The Brand Potential Index indicators were regressed on consumers’ purchase intentions to a brand with CSR socio-economic benefits and to a brand with no CSR benefits. Regarding the brand with socio-economic benefits, consumers’ perception of brand uniqueness, potential popularity, trust, empathy, and recommendation significantly predicted buying intentions. In contrast, only trust and recommendation significantly predicted buying intention for the brand that lacked socio-economic benefits. While both were significant, the relationship between the BPI indicators was stronger for the brand with socio-economic benefits (R2 = .63 versus .49, p < .001). Consumers were more willing to pay a price premium for the brand with socio-economic benefits even though they perceived such brands were of lower quality.The results supported the potential of CSR brands in developing countries that focus on socio-economic benefits. This research adds value to our understanding of CSR in developing countries, and predictors of consumer purchase intentions using theory from both the marketing and psychological literature. Implications for brand management and future research are provided, including the need to target CSR initiatives that are salient to consumers.

Social Media Influencers’ Role on Brand Engagement, Value, and Consumers' Intention to Buy Muslim Fashion

This study examines the effect of the perceived influence of digital influencers on the purchase intention of brand recommendations by influencers who influence their followers. This research has two mediating variables: brand attachment in self-concept and expected brand value. This type of research is quantitative research, and the method used is convenience sampling with the criteria that respondents have followed the Instagram accounts of Muslim fashion brand digital influencers aged 18-27 years old and living in Indonesia. The method used is an online survey and sharing on their social media. The total sample used for this study was 150 respondents. The final results of this study indicate that perceived influence positively impacts brand engagement, brand expected value, and intention to buy recommended brands. Besides that, brand engagement also influences brand expected value. Lastly, both brand engagement and brand expected value positively impact the intention to buy the recommended brand.

The Effects of Perceived Omni-Channel Intensity on Mobile Application Adoption, Purchase Intention and Brand Recommendation among Omni-Channel Shoppers

本稿の目的は，消費者によるオムニチャネル統合度（Omni-Channel Intensity；以下OCI）知覚が，オムニチャネル買物体験におけるモバイル・アプリケーション（以下モバイルアプリ）の利用および，購買意図とブランド推奨意図に与える影響を明らかにすることにある。オムニチャネル買物体験の知覚指標であるOCI（Huré, Picot-Coupey, & Ackermann, 2017）は，オムニチャネル・ショッパー（Omni-Channel Shopper；以下OCS）によるモバイルアプリ受容行動と購買意図に影響を与え，その体験がブランド推奨にも影響を及ぼすと考えられるが，この関係性に着目した研究は少ない。本研究は理論的枠組みとして技術受容モデルを採用し，因果モデルを提案した。アパレル企業におけるOCSを対象とした定量調査を行った結果，直接効果としてOCIの構成概念であるシームレスネスはモバイルアプリの利用容易性と購買意図に正の影響を与え，知覚された一貫性はモバイルアプリの利便性と利用容易性に正の影響を与えることが明らかになった。さらにこれらのOCI構成概念はモバイルアプリの利用容易性を媒介とした利便性への正の間接効果とともに，モバイルアプリの利便性を媒介としたブランド推奨意向への正の間接効果を持つことが明らかとなった。

Uloga normativnog konformizma u digitalnom okruženju u kreiranju stavova potrošača prema luksuznim brendovama

The digital environment is increasingly becoming the first place where consumers will seek information about luxury products and services in the purchasing decisionmaking process. Attitudes of the reference group usually play the biggest role in creating consumer attitudes in real world towards luxury brands. However, in collectivist societies, social norms and expectations of society can lead to conformist behavior of individuals in order not to be excluded from the social community. Conformist behavior and adoption of attitudes towards luxury brands can be motivated by the desire of an individual to present themselves as a member of a higher social status, to which they do not otherwise belong, or to stand out from representatives of their own status group by using such brands. Normative conformism is also present in the digital environment. Users of social networks often blindly imitate and adopt the views of the creators of public opinion. Micro and macro influencers are perceived as credible sources of information, which are mostly unreservedly trusted. However, their luxury brand recommendations are often commissioned by the companies that produce them, so the credibility of their recommendations is often questioned.

The Moderating Effect of the Status of Using a Product on the Relationship Between Brand Experience and Word of Mouth Recommendations

The purpose of this study was to examine the moderating effect of the status of using the product on the relationship between brand experience, satisfaction, loyalty and brand recommendation. Structural equation modeling (SEM) with multi groups was used for data analysis. The results of this study indicate that there is a strong relationship between brand experience, satisfaction, loyalty and brand recommendation. The effect of brand experience and brand satisfaction on WOM recommendations was higher in the new user group than in the established user group. While the effect of brand loyalty on WOM recommendations was higher for established users than for new users. The effect of brand experience on brand satisfaction was greater for established users than for new users. While the effect of brand experience on brand loyalty was greater in the new-user group, it was not significant. Finally, the effect of brand satisfaction on brand loyalty was greater for established users than for new users.

“INSPIRATION MECHANISM BETWEEN SOCIAL MEDIA INFLUENCERS AND CONSUMERS”

The social media influencer (SMI) phenomenon is attracting attention from academia and business. A SMI refers to an individual who has accumulated a sizable social network of followers and thereby has influence over others (Ki et al., 2020). Due to the influence SMIs possess, an increasing number of brands are approaching SMIs and asking them to create and share branded content that includes product placements or brand recommendations. This practice is commonly referred to as influencer marketing. Reflecting the trend of influencer marketing, this study investigated: (1) whether consumers are ‘inspired-by’ SMIs and ‘inspired-to’ adopt the exemplars of SMIs (e.g., SMIs’ lifestyles, styles, and recommendations) as their social defaults that provide desirable standards that consumers will like and follow, and if so, (2) what are its causal factors and effects, and (3) whether the inspiration mechanism between SMIs and consumers differs between male and female consumers. In so doing, we drew on social defaults theory (Huh et al., 2014) and customer inspiration theory (Bottger et al., 2017).

Putting the “Me” in endorsement: Understanding and conceptualizing dimensions of self-endorsement using intelligent personal assistants

Self-endorsement—depicting the “self” as an endorser of a brand—represents a potentially powerful advertising strategy made possible by new media. This experiment tests the hypothesis that receiving brand recommendations from an intelligent personal assistant believed to be tailored to one’s own characteristics and consumer interests yields higher brand attitude and purchase intention toward the (self-endorsed) brand than receiving brand recommendations from a typical, but not self-tailored, intelligent personal assistant. Because endorsement is a well-known and highly effective advertising strategy, this is a high bar. We present evidence for self-referencing as an underlying mechanism, and perceived interactivity and identification as boundary conditions of self-endorsing. Consumers may show skepticism toward advertising but may not know how to be skeptical of themselves. As consumers outsource their tasks and decisions to new artificial intelligence (AI)-driven devices, they will need to be attentive to new media biases that threaten productive use of these devices.

Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs

While the literature related to this topic has predominantly focused on investigating the influence mechanism that social media influencers (SMIs) impose over their followers, less is known about their attachment mechanism. Given that social media platforms were originally designed to facilitate personal bonding and not product or brand recommendations, we posited that social media followers' emotional attachment to SMIs is an important precedent that affects the followers' behavioral inclination to accept the SMIs' endorsements. We thus drew new attention to the relationship between SMIs and their followers by focusing on their attachment development mechanism and its casual factors and effects. In doing so, Study 1 inductively analyzed the key causal factors, both with respect to SMI persona- and content-driven attributes, that make followers feel attached to SMIs. By integrating the findings of Study 1 with the human brand theory, Study 2 provided empirical evidence after analyzing 325 U.S. consumers' responses about how SMIs' personas (i.e., inspiration, enjoyability, and similarity) and content curation abilities (i.e., informativeness) affected followers to perceive the SMIs as human brands who fulfill their needs for ideality, relatedness, and competence—all of which resulted in an intense attachment to SMIs. It was this positive emotion shaped with SMIs that transferred to SMIs’ endorsements and positively influenced the followers to acquire the products/brands that the SMIs recommended.

Marka Evangelizminin Satın Alma Bağımlılığı, Satın Alma Niyeti ve Tavsiyede Bulunma Üzerindeki Etkisi: Taraftar Ürünleri Örneği (The Effect of Brand Evangelism on Purchasing Addiction, Intention to Purchase and Recommendation: The Case of Fan Products)

Purpose – Brand evangelism is a more advanced form of Word of mouth marketing. If word of mouth marketing is a framework for marketing communication, brand evangelism is a spirit. In brand evangelism; the consumer is acting as the defender, ambassador and lawyer of the brand and he/she is a great fan or a great lover of the brand. Studies conducted on the brand evangelism in Turkey is quite limited and is therefore still open to development. Design/methodology/approach – With this study, it is aimed to contribute to the literature on brand evangelism. For this purpose, eFANgelism scale was used in the study and thus the effect of brand evangelism on purchasing addiction, intention to purchase and brand recommendation was tried to be determined. In this respect, a questionnaire was conducted with 614 participants using convenience sampling method and tested in SPSS 25. Findings – The findings show that; brand evangelism has an impact on on purchasing addiction, intention to purchase and recommendation. Therefore, what marketing experts need to do is to create a community of evangelist consumers. Discussion – Marketing managers should see Evangelism Marketing as part of their marketing strategy. Evangelist consumers can play a critical role in the business's acquisition of new customers and increase the sales of the brand. Because brand evangelists run the embassy of the brand without any interest, which can be effective in convincing potential customers.

Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.

For brand alliance social or cause related marketing which one is better? A study in emerging markets

The purpose of this study is to investigate the relationships and the effectiveness of cause‐ related or social marketing on consumer perceptions, perceived brand motivations, and the direct and indirect effects that these factors have on brand alliance, attitude, and purchase intentions. A total of 425 participated who are users of soap and oil in the fast‐moving consumer goods (FMCG) sector. Advertisements of three per brands are taken up for study. Dove soap, Parachute hair oil, and Dettol Soap (social marketing) and Fiama Di Wells beauty soap, Vatika hair oil, and Nihar hair oil (cause marketing) are selected for study. Both social and cause‐related marketing motivate the consumer to purchase products from the same company and likewise recommend to others. The present study findings clearly suggest that compared with social cause‐related marketing, social marketing is more preferred. People like watching advertisements incorporating social marketing more compared with cause‐related marketing. Both social and cause‐related marketing motivate the consumer to purchase products from the same company and also recommend to others. The takeaway from this study is how social and cause‐related marketing differ on brand alliance and subsequent effect on brand image, brand recommendation, brand loyalty, consumer perceptions, and purchase behaviour.

Investigation of brand familiarity and brand recognition and their relationship with loyalty, repurchase intention, and brand recommendation with mediating role of brand reputation (Case Study: Esteghlal Hotel)

In this study, we investigated the relationship between brand familiarity and brand recognition and their relationship with loyalty, repurchase intention, and brand recommendation with the mediating role of brand reputation (Case Study: Esteghlal Hotel). This research is among applied research, the nature of the research has been descriptive and survey research, in terms of methodology, it is also considered in the correlation research category. The statistical population of this study is customers of Esteghlal Hotel in Tehran. The sample is 384 based on the Krejcie-Morgan table. The data collection tool was a questionnaire that was extracted and translated and localized according to the case study of this research with a slight change. To determine the reliability of the questionnaire by Cronbach's alpha test, SPSS and LISREL have been used to perform inferential analyzes to confirm or reject the hypotheses. The results of the data analysis showed that customer awareness including: brand familiarity and brand recognition had a significant and positive effect on brand reputation and the impact of brand reputation on brand performance included: brand loyalty, intention to buy (intention to read again) and brand recommendations were positive and significant. It was also found that the effect of brand familiarity and brand recognition on brand loyalty, repurchase intention and brand recommendation with a mediating role of brand reputation was positive and significant. All the research hypotheses were confirmed and accepted.