Brand Resonance Research Articles

Analysis of the Effect of Brand Resonance and Brand Trust on Brand Loyalty

Business competition for the products or goods sold. Companies utilize existing resources to obtain superior products. With these resources obtained, you can improve the quality of human resources to meet company needs. The purpose of this research is to analyze whether digital marketing and product quality can influence consumer purchasing decisions on 3Second products in Solo Raya. This research is a quantitative research using a non-probability sampling technique using a purposive sampling method where in this study not all members of the population can be used as a sample, but there are several criteria used so that a person can be used as a sample. The results of this study indicate that digital marketing has no influence on consumer purchasing decisions because it has a t-statistic value <1.96, namely 1.394 and p-values > 0.05, namely 0.164, while product quality has a positive and quite significant influence on purchasing decisions. consumers because it has a t-statistic value > 1.96 which is 6.877 and p-values < 0.05 which is 0.000.

The Influence of Product Development and Brand Resonance on Customer Retention Among Users of The Digital Music Streaming Service Spotify

Spotify is the most widely used digital music streaming service in the world, necessitating the company to consistently implement strategies for retaining its user base. Research was undertaken to investigate the influence of Product Development and Brand Resonance on Customer Retention within Spotify digital music streaming services users. The research employed a quantitative research methodology known as causal associative research, and data analysis was conducted using Structural Equation Modeling (SEM) through the AMOS 26 application. A total of 150 Spotify users from various regions participated in the research. The outcomes revealed that Product Development exerted a significant influence on customer retention, suggesting that the incorporation of new features and enhancements in the product positively impacted customer retention. However, the research did not identify a significant impact of brand resonance on customer retention among Spotify users.

Implementation of sustainable hospitality by improving brand equity in tourism industry: A study case

This study explores the connection between environmental sustainability narratives ("green narratives") and brand equity in the hospitality industry. It investigates how adopting and communicating sustainability practices affect customer-based brand equity (CBBE) using a comprehensive framework that integrates horizontal and vertical analysis and Kevin Lane Keller's CBBE model. The horizontal analysis measured how these efforts resonate with customers and influence brand perception. The vertical analysis examined the depth of sustainability initiatives, emphasizing their integration within the organization, such as eco-friendly layout, authentic local food, and excellent service. Keller's CBBE model guides the exploration of brand development stages, from identity to resonance, highlighting how green narratives impact brand recognition, significance, response, and resonance. Through this research, the author aims to uncover how green narratives shape customer perceptions and loyalty in the hospitality industry. The data for this study came from semi-structured interviews conducted as part of the qualitative research methodology. After that, the gathered data was investigated using Keller's model, vertical analysis, and horizontal analysis. Plataran's social media green narratives have a positive impact on brand equity because consumers respect and believe in companies that are committed to protecting the environment and cultural traditions. Brand resonance can be increased through active participation on social media, satisfaction surveys, loyalty plans, and creating a sense of community.

CSR commitment and consumer situational scepticism of luxury brands: antecedents, moderator and outcomes

Purpose This study aims to investigate the moderating role of corporate social responsibility (CSR) commitment in the relationships between antecedents and outcomes of consumer situational scepticism towards luxury brands. Design/methodology/approach The study used a questionnaire administered through a consumer panel, using established scales. A 2 (fictional, non-fictional) × 2 (low commitment, high commitment) factorial experimental design with four cells was implemented. Findings The results revealed that values-driven motives were associated with lower consumer situational scepticism, whereas egoistic-driven motives were linked to higher levels of consumer situational scepticism, regardless of the CSR commitment level of the luxury brand. However, the impact of strategic-driven motives and stakeholder-driven motives on consumer situational scepticism was only significant within the low commitment condition. Consumer situational scepticism was found to lead to lower brand resonance and resilience to negative information in both low and high commitment conditions. Originality/value This study contributes new knowledge by highlighting the crucial role of motives in shaping consumer perceptions, including scepticism, brand resonance and resilience to negative information, ultimately influencing consumer advocacy. The study further demonstrates that high commitment weakens the relationship between strategic-driven and stakeholder-driven motives and consumer scepticism. Moreover, high commitment also weakens the relationship between scepticism and the key outcomes examined in the study.

Build Brand Resonance Through Brand Image and Brand Love (Study of Apple MacBook Users)

Objectives: This study aims to develop a basic theoretical model and a new empirical research model to close the gap between the results of a previous study and the results of the present study concerning the impact of Corporate Social Responsibility as perceived by a company on Brand Resonance.Methodology: This study employs descriptive and explanatory quantitative methods by administering an online survey to Apple MacBook users in the Facebook group MacBook Indonesia User. This study employed a non-probability sampling technique, the purposive method (purposive sampling) with a population of 1,328 individuals and a sample size of 151 individuals. Method for data analysis using Partial Least Square (PLS) and SmartPLS 3.2.9.Finding: 1) Perceived CSR has a negative but insignificant effect on Brand Resonance; 2) Perceived CSR has a positive and significant effect on Brand Image; 3) Perceived CSR has a positive and significant effect on Brand Love; 4)) Brand Image has a positive and significant effect on Brand Love; 5) Brand Image has a positive and significant effect on Brand Resonance; 6) Brand Love has a positive and significant effect on Brand Resonance. Additionally, Brand Image and Brand Love can moderate the relationship between Perceived CSR and Brand Resonance.Conclusion: Perceived CSR had a negative but not significant effect on Brand Resonance, a positive and significant effect on Brand Image, and a positive and significant impact on Brand Love. Brand Image had a positive and significant effect on Brand Resonance, a positive and significant effect on Brand Love, and Brand Love had a positive and significant effect on Brand Resonance.

The Impact of Brand Equity on Purchase Intentions: Investigation from Pakistan Automobile Industry

This research aims to scrutinize the influence of various brand equity factors on the purchase intentions of consumers within the automobile sector of Pakistan, focusing specifically on prominent brands like Honda and Toyota. Adopting a Positivism research paradigm, the study employs a quantitative, explanatory approach. Data was garnered from 150 consumers utilizing online surveys (via Google Forms) and was analyzed through Smart PLS Software. The research focused primarily on primary data collection. The findings illuminate that Brand Knowledge, Brand Awareness, Brand Performance, Brand Resonance, Brand Image, Brand Salience, Brand Relevance, and Self-esteem significantly impact Brand Equity, acting as independent variables, with Brand Equity mediating and Purchase Intentions as the dependent variable. All variables exhibited a Cronbach’s alpha greater than 0.7, ensuring reliability, with SEM regression highlighting the significant impact of Brand Equity on purchase intentions of consumers. Insights derived from the research findings could be instrumental for brands in the automobile sector to formulate strategies that enhance brand equity and subsequently, positively influence consumer purchase intentions. Considering the pivotal role of the automobile industry in the economic development of Pakistan, these strategies could hold substantial implications. The study provides a comprehensive exploration of the relationship between brand equity and purchase intentions within Pakistan’s automobile industry, offering valuable insights for both academic and practical realms in a context where such detailed exploration is scant.

Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions

This study aims to create a unified customer experience across in-store and online channels through an academic-practice collaboration. To achieve this goal, the study focuses on identifying a synergistic solution for transferring experience between channels. For the sake of practitioners, the study identifies DIY customers as a suitable segment for the initial stage of the transfer and suggests channel ownership be redesigned to be customer-driven. To investigate this topic, the study analyzes a customer sample drawn from a CRM database, using a comprehensive research model to transfer in-store experience to online channels and enhance customers' co-creation and brand resonance. The results of the study provide a strategic framework for orchestrating customers' experiences throughout their journey by segmenting and profiling customers in an omnichannel strategy.

Creating Relationship Bonds: An Exploration of Brand Resonance Research

Purpose: Brand resonance is essential for organizations to understand as they seek to build stronger relationships with the public. Brands are expected to understand what drives the relationship between consumers and their brand and take steps to build brand resonance.Methodology:This article was prepared using the literature study research method by collecting data from other scientific works such as journals, international journals, and proceedings that discuss matters related to brand resonance, perceived value, brand experience, brand love, and social media marketing through stages of data collection and categorization of data from journals and paper proceedings related to brand resonance, perceived value, brand experience, brand love, and social media marketing.Findings: Brand resonance is the highest relationship that can be successfully built between a brand and its consumers in the form of behavioral Loyalty, attitudinal attachment, sense of community, and active engagement.Implication:In this literature review, several factors influence brand resonance between consumers and a brand: perceived value, brand experience, brand love, and social media marketing.

ANALISIS PENGARUH BRAND IMAGE, BRAND RESONANCE, DAN BRAND TRUST TERHADAP BRAND LOYALTY PRODUK SEPATU CONVERSE PADA MAHASISWA DI SOLORAYA

The business world in the fashion sector is currently developing rapidly, resulting in increasingly fierce competition. As customers are getting smarter and more demanding, companies must come up with fresh ideas and innovate. Fashion today is increasingly modern, so it makes people try to look more up to date. Especially among students who are very concerned about fashion to look cooler and tidier. The purpose of this study is to analyse the effect of brand image, brand resonance and brand trust on brand loyalty in Converse Shoe products for students in Soloraya. The research method is explanatory research. This research method is quantitative. The population of this study were students in Soloraya who bought and wore Converse brand shoes and the sample of this study were 202 respondents. Non-probability sampling was used as a sampling technique. The data analysis technique in this study used Patrial Least Square (PLS) with the help of SmartPLS software. The results of this study brand image variables have a positive and significant effect on brand loyalty. Brand resonance variables have a positive and significant effect on brand loyalty. The brand trust variable has a positive and significant effect on brand loyalty in Converse Shoes.
 Keywords: Brand Image; Brand Resonance; Shoes

NaMo: transformation from flagship to parent brand

Learning outcomes After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used to build the brand NaMo in India; evaluate possible future growth strategies for brand NaMo; and compare and contrast brand NaMo with business brands. Case overview/synopsis Narendra Modi popularly called as NaMo was the current Prime Minister of India. He belonged to Bhartiya Janata Party (BJP) which won India’s general elections in two consecutive terms 2014 and 2019. NaMo was recognised worldwide for his prudence in leading the country to greater heights of achievement. NaMo started his political journey as the worker of BJP at a tender age. His rise in political career was akin to flagship brand overtaking the parent brand. All the steps taken in the past to position himself as a cult brand, will it fortify to NaMo’s victory in 2024 general elections? Business firms may follow NaMo’s strategies. What can the business brands emulate from NaMo to market and position themselves? Can political success be transpired to business success? Complexity academic level This case is designed for use in a graduate-/postgraduate-level marketing course in segments on brand management, brand expansion and the marketing strategies of a market leader. The case can also be used in a brand management course to discuss brand management models (e.g. Keller’s brand resonance pyramid and brand value chain). This case has particular application for classes that focus on brand equity, STP for any brand (segmentation, targeting and positioning) and brand value chain. The case looks in detail at the Indian political market and brand building process of NaMo and examines competitive moves since its inception. This case can be used in brand management, media management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programmes. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing.

The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon

This study aims to contribute to the existing business strategy literature by exploring how brand-building activities contribute to the firm's value by analyzing the direct and indirect effect of investment in the brand value chain on brand resonance, profitability, and market value. This study is based on a random sample of 237 Certified European Financial Analysts and a questionnaire was employed. Harman’s single-factor test was conducted to define the presence of common method bias. Hayes Process Macro Model 5 was used to check the multiple mediation processes and indirect effects between the study's variables. The study employs the financial statements of Amazon.com, Inc. from 2010 to 2021 which has been analyzed under the standard multiple regression model. The study results reveal that Harman’s single-factor test extracts 10.397% of the total variance. On the other hand, there are significant positive relationships between the effect of investment in the brand value chain on brand resonance, profitability, and market value. The empirical evidence of this study provides an opportunity to learn about the effect of the investment in the brand value chain leads to increase brand equity which builds up in the customers' mindset and then transforms to market performance and profitability. The findings of this study can be a useful reference for future studies in academic research related to strategic thinking to maximize profitability and market value through the brand value chain.

Corporate social responsibility and international students mobility in higher education

PurposeBuilding upon the attribution and brand resonance theories, this paper aims to investigate the effects of perceived corporate social responsibility (CSR) in higher education institutions on brand reputation, trust, equity and loyalty.Design/methodology/approachThe data for this study were collected from international students of one public and one private university in Malaysia. Partial least squares-structural equation modelling was applied to analyse the data.FindingsThe findings revealed very strong effects of perceived CSR on brand reputation and trust. Moreover, the results determined the positive effects of brand reputation and trust on brand equity and loyalty. Additionally, findings support the positive indirect effects of perceived CSR on brand equity and loyalty through brand reputation and trust.Originality/valueThis study provides unique theoretical and practical contributions which can inform countries how to attract international students, particularly in post COVID-19 era.

What makes consumers repeat consumption internet celebrity restaurant?

PurposeGiven the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.Design/methodology/approachIn this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.FindingsBR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.Practical implicationsManagers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.Originality/valueThe research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.

MENCIPTAKAN RESONANSI MEREK MELALUI KEPERCAYAAN BERDASARKAN PADA DAYA TARIK MEREK

The purpose of this study was to find out how the influence of brand attractiveness in building brand trust and increasing brand resonance in Indonesian local shoe brand users. This is a verification research, using survey methods, and collecting data by distributing a questionnaire of 125 respondents who are consumers of local Indonesian brand shoes who have purchased the product more than once using purposive sampling technique. The analytical tool used in this research is Structural Equation Modeling (SEM) where the analysis results show that brand attractiveness is proven to be the right strategy in creating brand trust and brand resonance. Brand trust which is based on the evaluation of attractiveness also proves to be an antecedent of the formation of brand resonance in consumers of local Indonesian brand shoes.

Examining the moderating role of principle-based entity of luxury brands and its effects on perceived CSR motives, consumer situational scepticism and brand resonance

PurposeThis study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer situational scepticism and brand resonance.Design/methodology/approachStructural equation modelling using multigroup analysis was used. Data were collected through a consumer panel.FindingsValues-driven motives lowered consumer situational scepticism (CSS) significantly more in PBE than non-PBE. However, egoistic-driven motives increased CSS significantly more in PBE than non-PBE. Stakeholder-driven motives and strategic-driven motives did not elicit CSS, contrary to prior studies in non-luxury brands. PBE status also weakens the relationship between CSS and brand resonance more than non-PBE status.Originality/valueThis study is the first to provide empirical insights into PBE status and its effects on perceived motives, CSS of CSR initiatives and its influence in consumer and management outcomes in luxury brands.

The impact of brand equity drivers on brand resonance in the hospitality industry

Brand equity refers to the marketing and consequential effects that make up a good or service with its brand. The purpose of branding programs is to achieve customer resonance with the brand. From there, the brand has a market of loyal and engaged customers, which the source of increasing brand equity. An empirical study has been carried out with the application of a model showing the influence levels of the factors that drove brand equity on brand resonance in the hospitality industry. Through a survey with quantitative data processing using SPSS and AMOS software, the author has tested the measurement and theoretical models. The research results show that the measurement model is confirmed to be valid and has high measurement reliability. In addition, testing the research model by Structural Equation Modeling (SEM) also confirms that the factors that drove the value of brand equity including Brand image, Perceived value, Brand superiority, and Brand fillings all have positive direct and indirect effects on brand resonance. In which, Perceived value has the strongest general effect on brand resonance – an important discovery in the hospitality industry. This suggests that hotel managers should focus on creating the best perceived value for their customers.

Emerging trends in data analysis in enhancing brand resonance in private universities: the role of university-specific servitization experiences and asset specificity

In the past the higher education sector was considered invulnerable to competitive forces. However, in the present era, the sector is compelled to compete in the market and convince potential students to enroll. The intensifying competition within the sector has necessitated the adoption of innovative approaches, which has resulted in changes in the learning process and economic aspects during the COVID-19 pandemic. Unfortunately, some private higher education institutions have experienced a decline in student enrollment. To explore factors influencing the university-specific servitization experience (USSE) and brand resonance, a research study was conducted. 393 students were chosen using a proportional random sampling technique. According to the findings of the study, asset distinctiveness and educational value have a substantial impact on USSE and brand resonance. The findings also revealed that USSE acts as a bridge between asset distinctiveness, brand resonance, and educational value. These results stress the significance of asset specialization and educational value in creating shared experiences between universities and their students, which foster a strong emotional and psychological bond and promote student loyalty towards their institution.

Brand resonance: an empirical analysis of mobile users in global marketplace

Marketers' leading with challenges in building a solid brand is to ensure that customers should have relevant experiences with the products and services along with their promotional marketing programs. The present study aims to analyse the gradual improvement of brand resonance parameters. The study additionally distinguishes the intervention act of brand indulgence and brand community in the brand resonance model. To accomplish the aims of this study, the information gathered from the respondents through an organised poll and data scrutiny was done with the assistance of SPSS - 21 and AMOS - 21. The structural equation modelling analysis ensured the gradual improvement of brand resonance parameters. The study also reveals that the intervention of the brand attachment and brand community plays a significant role in the improvement of brand resonance parameters. The finding of this study presents significant implications to the theory of branding.

A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives

There is a dearth of practical guidelines for the development of branded entertainment that strategically builds brands. This exploratory qualitative research paper proposes a conceptual framework for authentic narrative in branded entertainment practice to achieve brand resonance. In-depth interviews with branded entertainment experts across six continents informed content analysis and the development of a proposed framework. All participants were also invited to review the conceptual framework. Findings suggest that branded entertainment narrative is deemed authentic, and hence enhances potential for resonance, if it is aligned with the brand’s identity; comprises a sincere intent to entertain; imbues emotional meaning; is original; is believable (or plausible); and shows a consideration to craft. The first three dimensions emerged as fundamental to developing authentic narrative. Brand resonance dimensions to be achieved are an emotional connection, audience engagement and a sense of community. Theoretical and practical implications include a conceptual framework of immediate value to practitioners creating branded entertainment by means of important dimensions. The conceptual framework could serve as reference for establishing measurement instruments and developing a planning model for authentic narrative to achieve resonant branded entertainment.

The Impact of Various Facets of Customer-Based Brand Equity on Brand Resonance

Measuring the extent to which customer-based brand equity (CBBE) influences brand resonance (BR) in the context of carbonated soft drinks industry in Bangladesh was the principal objective of this research. In order to do so, a new BR model was developed. In addition, measuring CBBE was an ancillary objective. CBBE was measured by using the arguably two dominant CBBE instruments: CBBE Model-1 by Yoo and Donthu (2001) and CBBE Model-2 by Netemeyer et al. (2004). BR was measured by an instrument that was developed from the work of Lehmann et al. (2008). The measurement models of both CBBE instruments fit the data satisfactorily with some negligible issues. The BR was measured from two distinct datasets: Dataset-1 and Dataset-2. Though both CBBE instruments had some model fit issues in the causal relationship analyses of CBBE and BR, both CBBE Model-1 and CBBE Model-2 had outstanding explained variance estimates on BR measure. The impact of CBBE on BR is an untapped territory of brand management; therefore, measuring the influence of CBBE on BR along with separately measuring CBBE and BR in multiple product or service categories across industries using the instrument of the current research has great values for practitioners.