Brand Reputation Research Articles

A Literature Review of Indoor Air Quality: Sources, Health Effects, and Mitigation Strategies

Sustainable marketing has become an essential component for businesses aiming to meet growing consumer demand for environmental responsibility. This paper explores how companies can align their brand values with sustainability efforts to foster long-term customer loyalty and market competitiveness. It examines key sustainable marketing strategies, including eco-friendly product design, transparent communication, and corporate social responsibility (CSR) initiatives. The study emphasizes the importance of authenticity, as consumers are increasingly wary of "greenwashing" tactics and seek brands that genuinely prioritize environmental stewardship. Case studies from various industries demonstrate successful integration of sustainability into brand identity, resulting in enhanced brand reputation, consumer trust, and business growth. The findings highlight the need for a comprehensive approach that includes stakeholder engagement, sustainable supply chains, and marketing campaigns that educate consumers on eco-friendly choices. By aligning brand values with consumer expectations for environmental responsibility, companies can create a competitive advantage while contributing to global sustainability efforts.

Investigating the Factors Affecting Customer Trust in E-Commerce

In the rapidly evolving landscape of e-commerce, the foundation of customer trust has emerged as a critical determinant of success for online businesses. This article delves into the multifaceted nature of trust in e-commerce, identifying and analyzing key factors that influence consumer confidence and loyalty. Through a comprehensive examination, we highlight the importance of website design and usability, security measures, customer reviews and testimonials, customer service and support, and the impact of brand reputation and influencer endorsements. The discussion extends to actionable strategies for e-commerce businesses to build and maintain customer trust, emphasizing the need for continuous improvement and adaptation to changing consumer expectations and technological advancements. Real-life case studies provide insights into successful and unsuccessful attempts to foster trust online, underscoring the lessons learned. The article concludes by reflecting on the dynamic nature of trust in e-commerce, urging businesses to stay vigilant and proactive in creating a trustworthy shopping environment. This analysis serves as a valuable resource for e-commerce businesses aiming to navigate the complexities of building trust in the digital age.

Assessing the Effect of Green Supply Chain Practices on Corporate Performance in Philippines

Purpose: This article evaluated how environmentally sustainable practices impact corporate outcomes. It explores green supply chain strategies like eco-friendly sourcing and waste reduction, examining their effects on financial performance and brand reputation. The study aims to help businesses understand the benefits and challenges of integrating sustainability into their supply chains. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Green supply chain practices positively impact corporate performance by enhancing efficiency, reducing costs, and improving brand reputation. Companies adopting practices like sustainable sourcing and waste reduction report better operational outcomes and increased customer loyalty. Unique Contribution to Theory, Practice and Policy: Resource-based view (RBV), stakeholder theory, institutional theory may be used to anchor future studies on the assessing the effect of green supply chain practices on corporate performance. For practitioners, the findings underscore the importance of implementing GSCM practices as part of a long-term strategic framework. At the policy level, governments should provide incentives and subsidies for companies that adopt GSCM practices, particularly in high-impact sectors like manufacturing and textiles.

A novel optimization-driven deep learning framework for the detection of DDoS attacks.

Distributed denial of service (DDoS) attack is one of the most hazardous assaults in cloud computing or networking. By depleting resources, this attack renders the services unavailable to end users and leads to significant financial and reputational damage. Hence, identifying such threats is crucial to minimize revenue loss, market share, and productivity loss and enhance the brand reputation. In this study, we implemented an effective intrusion detection system using deep learning approach. The suggested framework includes three phases: Data pre-processing, Data balancing, and Classification. First, we prepare the valid data, which is helpful for further processing. Then, we balance the given pre-processed data by Conditional generative adversarial network (CGAN), and as a result, we can minimize the bias towards the majority classes. Finally, we distinguish whether the traffic is attack or benign using a stacked sparse denoising autoencoder (SSDAE) with a firefly-black widow (FA-BW) hybrid optimization algorithm. All these experiments are validated through the CICDDoS2019 dataset and compared with well-received techniques. From these findings, we observed that the proposed strategy detects DDoS attacks significantly more accurately than other approaches. Based on our findings, this study highlights the crucial role played by advanced deep learning techniques and hybrid optimization algorithms in strengthening cybersecurity against DDoS attacks.

Consumer Awareness and Perception of Life Insurance: A Descriptive Analysis of Influencing Factors

This study investigates consumer perceptions of life insurance, examining the factors that influence individuals' attitudes, preferences, and decision-making processes. Despite the critical role of life insurance in financial planning, many consumers remain hesitant or misinformed about its benefits. Key findings indicate that while awareness of life insurance has increased, misperceptions and distrust still hinder its adoption. The study also highlights the role of financial literacy, brand reputation, and advisory services in shaping positive consumer perceptions. These insights underscore the need for more targeted, transparent, and informative marketing strategies by insurers to address consumer concerns and improve the overall appeal of life insurance products. The paper concludes with recommendations for insurers to build trust and tailor policies to meet the specific needs of diverse consumer groups.

Sustainable Manufacturing Engineering: Enhancing Product Quality through Green Process Innovations

The imperative for sustainable practices within manufacturing has become increasingly critical, driven by environmental concerns, regulatory pressures, and the evolving expectations of eco-conscious consumers. This paper investigates the role of sustainable manufacturing engineering in enhancing product quality through the implementation of green process innovations. Specifically, the study explores how sustainable manufacturing methods, including energy-efficient systems, additive manufacturing, zero-waste production, and renewable energy integration, can drive quality improvements while reducing the environmental impact of production processes. The research is grounded in a comprehensive analysis of current green innovations in the manufacturing sector, drawing on case studies of companies that have successfully balanced quality and sustainability. The findings indicate that companies adopting sustainable practices not only reduce waste and lower emissions but also experience notable gains in product durability, customer satisfaction, and brand reputation. For instance, additive manufacturing is shown to improve precision and material efficiency, while zero-waste initiatives lead to a more efficient resource cycle, which in turn supports consistent quality standards. This paper further delves into the challenges of implementing green manufacturing processes without compromising product quality, examining factors such as initial costs, technological readiness, and market adaptation. Visual data in the form of tables and graphs are presented to compare different green process innovations and their respective impacts on quality and sustainability metrics. In addition, case study summaries provide real-world examples of how leading companies have enhanced product quality through sustainable engineering approaches. This study underscores the value of sustainable manufacturing engineering as a dual-benefit strategy that can drive environmental stewardship alongside quality enhancement. The paper recommends that future research focus on the development of new, cost-effective green technologies and the application of advanced data analytics for improved process control in sustainable manufacturing. Through these efforts, the manufacturing sector can continue advancing toward a more sustainable, high-quality production paradigm.

The Effectiveness of Green Marketing in Starbucks: An Assessment

Green marketing practices have become increasingly significant as businesses aim to reduce their environmental impact and cater to the growing number of environmentally conscious consumers. The primary goal of green marketing extends beyond appealing to eco-conscious buyers; it also aims to generate positive environmental and societal effects. Green marketing integrates sustainability principles across various aspects of marketing, including product design, packaging, messaging, production processes, and promotion. Its importance lies in enhancing profitability, fostering brand loyalty, and attracting a new market segment that prioritizes sustainability. For instance, businesses may promote reduced emissions in manufacturing or use post-consumer recycled materials in packaging. Some also demonstrate environmental responsibility by donating a portion of sales proceeds to eco-friendly initiatives, such as tree-planting campaigns. This study examines how Starbucks' green marketing practices have contributed to its overall success, profitability, brand reputation, customer loyalty, and employee engagement. Additionally, it investigates challenges and limitations Starbucks may have faced in implementing these practices and explores potential areas for improvement. The study’s findings will provide valuable insights for other businesses aiming to adopt green marketing strategies and contribute to the broader discourse on sustainability's role in business.

Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: the moderating role of gender

Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: the moderating role of gender

Brand Reputation and Trust: The Impact on Customer Satisfaction and Loyalty for the Hewlett-Packard Brand

Reputation is shaped depending on factors such as the quality of products and services offered by a brand to its stakeholders, its reliability, and its innovative aspect in the eyes of stakeholders. The sustainability of a brand reputation depends on the brand creating a positive perception by fulfilling its social responsibilities and maintaining this perception in the long term. In this study, the brand reputation of Hewlett-Packard (HP) computers is evaluated through customer reviews. The data set in the study consists of 2012 customer reviews obtained from Hepsiburada, one of the most widely used e-commerce platforms in Turkey. Sentiment analysis and text mining artificial intelligence methods were used in the study. For sentiment analysis, the Naive Bayes method, which is one of the machine learning methods, was used, and the comments were divided into three groups as positive, negative, and neutral. In the study, 82% of the customer comments were positive, 11% were negative, and 7% were neutral. The fact that most of the comments consist of positive sentiments shows that HP Computer has a positive reputation in the eyes of stakeholders consisting of customers. Comments consisting of negative and neutral emotions show the aspects that the brand needs to improve. In the study, the text mining method emphasises the prominent features of the brand in the comments. This study makes an important contribution to the reputation assessment of brands and to ensuring sustainable brand reputation.

Impact of Eco-Friendly Practices on Resort Profitability in the Maldives

Purpose: The aim of the study was to analyze the impact of eco-friendly practices on resort profitability in the Maldives. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Studies on the impact of eco-friendly practices on resort profitability in the Maldives show that sustainable practices, such as renewable energy use, water conservation, and waste reduction, positively affect profitability. Resorts adopting green initiatives benefit from lower operational costs, such as reduced energy and water consumption, while also attracting environmentally conscious tourists willing to pay premium prices. These practices also enhance brand reputation and long-term resilience, reducing dependency on finite resources. However, the initial investment in eco-friendly infrastructure can be high, and profitability gains are more evident in the long term. Unique Contribution to Theory, Practice and Policy: Sustainable tourism theory, corporate social responsibility (CSR) theory, resource-based View (RBV) theory may be used to anchor future studies on the role of technological advancements on customer satisfaction in Japan’s hospitality. Practically, resorts in the Maldives can use this research to improve their profitability while simultaneously enhancing their environmental sustainability. At a policy level, this research can provide empirical evidence for policymakers in the Maldives to promote and regulate eco-friendly practices in the tourism sector.

Corporate sustainability commitment in the Middle East and North Africa region: Impact on innovation and firm performance

AbstractThis study examines the effects of corporate sustainability factors (CSFs)—specifically gender diversity, energy practices, and environmental practices—on innovation and their subsequent impact on firm performance in the Middle East and North Africa (MENA) region. By integrating Absorptive Capacity Theory, we explore how these CSFs drive innovation, contributing to broader sustainable development goals. We analyze the impact of innovation on firm performance using the resource‐based view (RBV). Utilizing secondary data from the World Bank Enterprise Survey (WBES), we employ a two‐stage instrumental variable regression (IV‐2SLS) to address endogeneity and establish causal relationships. Our findings reveal that stakeholder engagement through gender diversity, energy practices, and environmental practices significantly enhances innovation, which, in turn, drives firm performance. Diverse leadership fosters creativity and innovation, while energy‐efficient and environmentally sustainable practices reduce costs, improve brand reputation, and align with sustainable development goals. These insights underscore essential policy implications for promoting environmental policy, clean production, and sustainable innovation ecosystems. Encouraging MENA firms to engage stakeholders and adopt sustainable practices can drive economic prosperity and contribute to the United Nations Sustainable Development Goals (SDGs).

A Study on Comparative Analysis Regarding Gen-Z’s Perception Over Domino’s Pizza and Pizza Hut in Ahmedabad City

This study investigates Generation Z's perceptions of Domino’s and Pizza Hut in Ahmedabad, focusing on factors such as food quality, pricing, and brand reputation. Utilizing a quantitative approach, the research tests eight hypotheses related to the influence of age on these perceptions. The findings reveal that age does not significantly impact how Generation Z evaluates these brands, leading to the rejection of all null hypotheses. This suggests a shared perspective among this demographic, indicating that factors beyond age—such as overall experience and brand engagement—are crucial in shaping their preferences. The study highlights the need for targeted marketing strategies that resonate with Generation Z's values, particularly in terms of health, sustainability, and digital engagement. Furthermore, enhancing customer experiences and effectively communicating brand value are essential for building loyalty. The findings also emphasize the importance of corporate social responsibility initiatives in improving brand reputation among socially conscious consumers. The study concludes by offering recommendations for future research, including broader demographic analyses and qualitative approaches to gain deeper insights into consumer motivations.

NAVIGATING CANCEL CULTURE: PR AND MARKETING TACTICS FOR BRAND REPUTATION MANAGEMENT

This paper explores the multifaceted role of public relations (PR) and marketing in managing brand reputation amidst the growing influence of cancel culture. With the rise of social media, cancel culture has become a powerful force, holding brands and individuals accountable for their actions and statements. This research delves into how brands can navigate this challenging landscape by employing proactive communication, apology strategies, and rebranding efforts. The study examines key case studies, such as Gillettes The Best Men Can Be campaign and Nikes partnership with Colin Kaepernick, showcasing how these brands tackled controversies through strategic messaging and aligning with social justice causes. Additionally, the research highlights the importance of authenticity, humility, and accountability in PR responses, and the power of real-time audience engagement in mitigating negative sentiment. By analyzing these elements, the paper provides actionable insights for PR professionals and marketers to enhance brand resilience and maintain trust in an era of heightened public scrutiny.

Consumer Perception of Health and Wellness Products

This study aims to understand consumer perceptions of health and wellness products amidst growing public awareness of the importance of a healthy lifestyle. Using a qualitative approach, this research explores factors that influence consumer perceptions, such as trust, personal experience, preferences, and social influence. Data collection methods include in-depth interviews and focus group discussions (FGDs) with 20 respondents from diverse backgrounds in age, gender, and physical activity levels. A purposive sampling technique was used to ensure a relevant variety of views on health and wellness products. The collected data was analyzed using thematic analysis, producing key themes such as trust in product safety and effectiveness, preferences for natural over chemically-based products, and the influence of community and social media in shaping perceptions. The study's findings indicate that consumer perceptions of health products are significantly influenced by personal experiences and information obtained from social environments and media. Trust in the brand and the transparency of manufacturers in providing information also play an important role in shaping consumer decisions. Additionally, it was found that consumers tend to prefer products considered natural and that offer clear health claims. This research provides insights for producers in designing marketing strategies that can enhance consumer trust through transparent education and strengthen brand reputation.

The Effect of Promotion, Reference Group, Brand Reputation and Motivation on the Decision to Choose a High School of Administrative Science in Southern Kalimantan with Electronic Word of Mouth (E-Wom) as an Intervening Variable

With Electronic Word of Mouth (Z) acting as an intervening variable, this study attempts to examine the impacts of promotion (X1), reference group (X2), brand reputation (X3), and motivation (X4) on the decision to pick (Y) the College of Administrative Sciences in South Kalimantan. Students from private universities in South Kalimantan, such as STIA Bina Banua Banjarmasin, Amuntai, and Tabalong, participate in the study. The sample size is 477, and the population is made up of 5,536 enrolled students from 2017 to 2021. Through the use of Structural Equation Modeling (SEM) and Path Analysis via Smart-PLS, the study comes to the conclusion that e-WoM is greatly impacted by motivation, brand reputation, and promotion, while e-WoM and reference groups have an impact on decision-making.

Service center in electricity distribution sector with variable peak electricity time: A two-stage queuing model approach with nested simulation

Customer service is essential for any business, significantly impacting customer satisfaction, brand reputation, and reducing associated costs. In the electricity industry, this importance is heightened due to the critical nature of electricity in daily life and growing usage rate of new technologies. Effective customer service in electric distribution companies involves handling a wide range of inquiries, from billing issues to technical support, requiring both remote and on-site assistance. The variability in customer calls, influenced by factors such as peak electricity hours, and different service and customer types, presents unique challenges in designing efficient service centers. This research develops a tailored model for the service center operations of a power distribution company, focusing on optimal staffing levels within budget constraints. A two-stage queuing model is proposed to address the needs of residential and non-residential customers. The study employs nested simulation techniques to account for variability in customer arrival times and peak hours. Key performance indicators (KPIs) are used to evaluate the effectiveness of staffing policies, considering both quantitative and qualitative costs. The study integrates stochastic optimization and ranking and selection methods to identify the best staffing configurations. The findings offer actionable insights for improving customer service efficiency and operational effectiveness in electricity customer service centers.

Impact of Corporate Social Responsibility (CSR) initiatives on brand reputation: A study on how CSR activities enhance brand reputation and consumer loyalty in the context of sustainable marketing practices

Contemporary businesses cannot survive in today's cutthroat marketplace without engaging in Corporate Social Responsibility (CSR) initiatives. Examining how CSR initiatives cultivate consumer loyalty within the framework of environmentally conscious advertising campaigns, this study probes the link between CSR initiatives and public perception of brands. Community involvement, ethical work practices, and environmental stewardship are some of the CSR programs examined in this research, which seeks to understand how these initiatives influence brand image and consumer behaviour. Case studies and consumer surveys were the basis of this study, which found that CSR-active companies' reputations, as well as the trust and loyalty of their target audience, were positively impacted. Customers are more loyal than ever before to brands that reflect their values, and the research highlights the importance of companies that demonstrate genuine commitment to sustainability. Based on the findings, businesses may boost their image, get more customers involved in the long run, and differentiate themselves from rivals by making CSR a central part of their strategy. This study contributes to the growing body of literature on corporate social responsibility and sustainable marketing. It offers valuable insights for organizations that want to build a reputation that is both responsible and customer-centric.

Personalized customer journeys for underserved communities: Tailoring solutions to address unique needs

In today's diverse marketplace, creating personalized customer journeys for underserved communities is essential for fostering inclusion and promoting equitable access to services. This review explores the significance of tailoring solutions to address the unique needs of these communities, emphasizing the role of personalized experiences in enhancing customer satisfaction and loyalty. Underserved communities often face systemic barriers, including limited access to resources, information, and services. Traditional customer journey models may overlook these specific challenges, leading to ineffective engagement and unmet needs. By adopting a personalized approach, businesses can better understand the distinctive characteristics, preferences, and pain points of these communities. This understanding allows for the development of targeted strategies that resonate with individuals' cultural, social, and economic contexts. The framework for personalized customer journeys involves several key components. First, comprehensive data collection is crucial for identifying the unique demographics and psychographics of underserved communities. Utilizing qualitative and quantitative research methods, businesses can gather insights on customer behaviors, preferences, and challenges. Next, leveraging advanced analytics and artificial intelligence can enhance the personalization of interactions, ensuring that offerings align with the specific needs and aspirations of these communities. Additionally, fostering collaboration with community organizations and leaders is vital. Engaging with local stakeholders helps businesses build trust and credibility, facilitating the co-creation of solutions that genuinely address the community's needs. This collaborative approach can lead to the development of tailored products and services, targeted marketing strategies, and supportive customer service frameworks. Ultimately, personalized customer journeys for underserved communities not only improve customer satisfaction but also drive business growth and social impact. By prioritizing equity and inclusion, businesses can enhance their brand reputation, foster customer loyalty, and contribute to the economic empowerment of these communities. In conclusion, a commitment to understanding and addressing the unique needs of underserved communities through personalized customer journeys is essential for fostering inclusive growth and creating lasting positive change.

Innovative Global Sales Solution in The SAP enterprise business application

This paper explores the development of an innovative global sales solution within the SAP enterprise business application framework. By leveraging SAP's capabilities, organizations can create a comprehensive sales management platform that integrates real-time data analytics, customer relationship management enhancements, and automated sales processes. Key components include a centralized dashboard for performance tracking, AI-driven insights for customer engagement, and mobile solutions for field sales efficiency. The solution emphasizes compliance with global regulations and localization for diverse markets, while also integrating advanced analytics for predictive sales forecasting. Furthermore, it fosters collaboration through enablement tools and social selling features, ensuring that sales teams are well-equipped to meet customer needs. With a focus on sustainability and corporate social responsibility, this innovative approach not only enhances operational efficiency but also strengthens customer loyalty and brand reputation. Ultimately, this solution provides a scalable framework that positions organizations for success in a competitive global marketplace.

Intellectual Property Risks and Countermeasures in Cross-Border E-Commerce

Cross-border e-commerce has experienced rapid development driven by globalization trends, emerging as a significant force propelling international trade and economic growth. However, with the intensification of legal, cultural differences, and technological changes across nations, intellectual property issues in the cross-border e-commerce sector have become increasingly prominent. Intellectual property serves as the core of business innovation and market competition; any infringement thereof can lead to substantial financial losses for enterprises and erode market trust and brand reputation. Cross-border e-commerce enterprises face multifaceted intellectual property risks, including infringement, brand theft, and data leakage, particularly within differing legal systems, complicating these issues further. The protection of intellectual property is not only crucial for safeguarding corporate interests but also a necessary prerequisite for ensuring the healthy development of the global market. In response, cross-border e-commerce enterprises must adopt proactive measures, ranging from institutional construction to enhancing user awareness, to comprehensively address intellectual property risks and ensure their competitiveness and sustainable development in the international market.