Brand Strength Research Articles

An Analysis of the Optimization of ANTAs Marketing Strategy

ANTAs announcement of Irving as the face of their basketball division, alongside record revenue growth, underscores the potency of strategic marketing in driving profitability and brand recognition. This paper explores the significant impact of effective marketing strategies on business development, using the case study of ANTAs collaboration with NBA player Kyrie Irving as a focal point. By adopting SWOT analysis, this paper delves into the pivotal role of marketing in leveraging strengths, addressing weaknesses, seizing opportunities, and mitigating threats. Moreover, it elucidates Irvings multifaceted influence, from his on-court prowess to his social media presence and philanthropic endeavors, underscoring the immense value he brings to brand partnerships. This paper further examines the synergies between ANTAs brand strengths and Irvings influence, emphasizing the competitive edge attained through strategic collaboration. While the study identifies the importance of marketing strategies, it also acknowledges areas for future research, advocating for deeper empirical analysis and case studies to enhance insights into maximizing marketing efficacy. Ultimately, this paper underscores the paramount importance of robust marketing strategies in optimizing business competitiveness and driving sustained growth in dynamic market landscapes.

Impact of Cause-Related Marketing on Brand Attitude: Systematic Review and Future Research Directions

ABSTRACT Cause-related marketing (CRM) is an effective brand strategy involving partnering with charities or causes. A decade of research indicates CRM influences brand attitude, which is a consumer’s liking for a brand or an item they have purchased. However, the literature on this relationship is ambiguous without giving clear convulsive insights. Hence, this review targets to elucidate the way CRM influence brand attitude. The current study employed the “Preferred Reporting Items for Systematic Reviews and Meta – Analysis” (PRISMA) to identify and select the studies included in the review. Further, the review employed the principles of concept matrix and thematic analysis to synthesize knowledge from the identified articles. In this study, CRM strategies are comprehensively examined in terms of how they build the attitude strength of corporate brands and influence cognitive, affective, and conative dimensions of brand attitude. The study findings reveal how CRM (a) influences, (b) strengthens, and (c) alters the consumer’s attitude regarding the brand. Furthermore, it presents potential research directions and a sequence of research questions along with its implications and limitations.

FINANCIAL MARKET’S ROLE IN DETERMINING THE VALUE OF INTERNATIONAL BUSINESS INTANGIBLE ASSETS

As humanity moves into the era of digital technologies and the knowledge economy, the importance of intangible assets in the global economy and international business has been increasingly recognised. Amid the forced virtual communication resulting from the lingering effects of the COVID-19 pandemic, as well as the social conflicts and cyber-attacks associated with Russia's hybrid war in Ukraine, the value of intangible assets such as reputation, investor and customer loyalty, consumer data, branding, intellectual expertise and copyrights has taken on new importance and relevance. The purpose of the research is to improve the conceptual and methodological foundations for determining the nature and value of intangible assets of leading international companies, in particular, their undisclosed components, based on the use of financial market data. Research methodology. The study is based on systems analysis, analysis and synthesis, statistical and graphical methods. These methods were used primarily to identify the structure of the intangible assets of leading international companies, highlighting the interrelationships between the formation of the gap between the external (financial market) and internal (balance sheet) value of companies' shares and the value of their intangible assets. The publication supports the assumption that the identified gap between the market capitalisation and shareholder's equity of an individual company represents the undisclosed part of intangible assets that is not available in the company's official statements. This gap includes such components as reputation, trust and loyalty of customers and investors, brand strength, etc. Given the dynamic development of the international business sphere, the critical importance of flexibility, speed of decision-making, and the need for investors to obtain the most up-to-date information about the company's potential, including the value of its intangible assets, the proposed approach can serve as an effective decision-making tool and an alternative means of determining the real value of a company's intangible assets.

Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria

The purpose of this study is to look into how influencer marketing techniques affect brand awareness in the men's skincare market. The method used is a literature review that examines relevant literature from scientific journals, using keywords such as "Advertising," "Strategy Implementation," and "Brand Awareness." Data was collected through Google Scholar and analyzed using bibliographic annotation techniques. The results show that influencer marketing has great potential to enhance brand awareness and consumer purchase intention. The appropriate use of influencers can increase public trust and brand strength, while inappropriate influencer selection can have negative impacts. The study also emphasizes that effective influencer marketing strategies involve selecting influencers that match the product persona and using integrated and sustainable marketing strategies. Thus, companies in the men's skincare industry can utilize influencer marketing to achieve optimal results in building brand awareness and encouraging consumer purchasing decisions.

An AI-Powered Product Identity Form Design Method Based on Shape Grammar and Kansei Engineering: Integrating Midjourney and Grey-AHP-QFD

Product Identity (PI) is a strategic instrument for enterprises to forge brand strength through New Product Development (NPD). Concurrently, facing increasingly fierce market competition, the NPD for consumer emotional requirements (CRs) has become a significant objective in enterprise research and development (R&D). The design of new product forms must ensure the continuity of PI and concurrently address the emotional needs of users. It demands a high level of experience from designers and significant investment in R&D. To solve this problem, a generative and quantitative design method powered by AI, based on Shape Grammar (SG) and Kansei Engineering (KE), is proposed. The specific method is as follows: Firstly, representative products for Morphological Analysis (MA) are selected, SG is applied to establish initial shapes and transformation rules, and prompts are input into Midjourney. This process generates conceptual sketches and iteratively refines them, resulting in a set of conceptual sketches that preserve the PI. Secondly, a web crawler mines online reviews to extract Kansei words. Factor Analysis (FA) clusters them into Kansei factors, and the Grey Analytic Hierarchy Process (G-AHP) calculates their grey weights. Thirdly, after analyzing the PI conceptual sketches for feature extraction, the features are integrated with CRs into the Quality Function Deployment (QFD) matrix. Experts evaluate the relationships using interval grey numbers, calculating the optimal ranking of PI Engineering Characteristics (PIECs). Finally, professional designers refine the selected sketches into 3D models and detailed designs. Using a Chinese brand as a case study, we have designed a female electric moped (E-moped) to fit the PI and users’ emotional needs. Through a questionnaire survey on the design scheme, we argue that the proposed innovative method is efficient, applicable, and effective in balancing the product form design of PI and user emotions.

How Brand Engagement Shapes Brand Equity: Insights from Smartphone Users with Brand Love as a Mediator

Samsung is one of the major smartphone brands in Indonesia. However, Samsung's brand index has been experiencing a downward trend from 2020 to 2024. The total brand index for Samsung has declined by 13.8% over the past five years. Currently, consumer preferences in purchasing smartphones heavily depend on brand strength, necessitating that this research is complemented with appropriate marketing communication strategies. Therefore, the purpose of this research is to determine the extent of the influence of Brand Engagement on Brand Equity through Brand Love in high-end Samsung smartphones in Indonesia. This research is a quantitative study with descriptive and causal analysis. The purposive sampling method applied in this study resulted in data from 275 individuals who have been high-end Samsung smartphone users in the last three months. This research utilizes the PLS-SEM analysis method. The findings of this investigation reveal a significant and positive influence, both directly and indirectly, of the variables brand engagement and brand love on brand equity. Future research could use the same object but in different regions and consider adding other variables that could enhance brand equity, such as brand experience.

The Impact of Brand Value Perception on Consumer Adoption Behavior of Distributed Energy Systems (DERs)

Consumer perceptions of brand value significantly influence the adoption of Distributed Energy Systems (DERs), a topic often overlooked due to insufficient information. This study investigates the impact of brand value perception on consumers' intention to adopt DERs using regression equations. It involves a comprehensive analysis considering factors like popularity and quality of service. Data was collected through structured surveys, and results indicated that higher consumer confidence and acceptance of DERs are directly linked to positive brand valuation. The SEM technique helped identify both direct and indirect consequences, revealing a strong relationship between brand value perception and DER adoption behavior, with a path coefficient of 0.65 and a p-value of less than 0.01. This statistically significant relationship underscores the critical role of brand perception in consumer behavior. Additionally, the model accounts for 54% of variations in customer acquisition behaviors, highlighting the importance that DERs place on their brand values. These findings provide valuable insights for enhancing consumer adoption strategies by emphasizing brand strength and trust in renewable energy solutions.

Key Determinants and Consequences of Brand Citizenship Behavior

Today's competitive conditions governing the banking industry have led banks to use new tools to maintain and enhance their competitive advantage. In this regard, brands and employee behaviors are among the most critical factors in creating a competitive advantage. Meanwhile, service organizations such as banks have realized the importance of these factors in increasing competitive advantages. This study aims to provide a model of the critical determinants and consequences of brand citizenship behavior. Brand Citizenship Behavior (BCB) is among the concepts that seek to find ways to improve a brand's position in the market, and it is defined as the voluntary behaviors of employees to achieve the goals of the organization's brand. This research's statistical population is Day Bank employees in Tehran, of which 253 were selected as samples using the Cochran formula and the cluster random sampling method. The data were collected using a standard questionnaire. In order to determine validity, structural, convergent, and divergent methods were used. Cronbach's alpha coefficient and composite reliability were used to investigate the reliability. Using Smart-PLS software, data analysis, and hypothesis testing were done through structural equation modeling. The results indicate that internal brand management significantly affects brand citizenship behavior. Brand citizenship behavior significantly affects brand strength, commitment, and pride. The mediating role of brand citizenship behavior in the relationship between internal brand management and brand strength was also confirmed. However, its mediating role in the relationship between internal brand management and brand commitment and the relationship between internal brand management and brand pride was not confirmed.

Predicting the supplier relationship management system’s magnificence and investigating its effect on corporate shareholder value via the mediating role of marketing brand strength: A SEM-ANN hypered approach

Purpose—In the business sector, reliable and timely data are crucial for business management to formulate a company’s strategy and enhance supply chain efficiency. The main goal of this study is to examine how strong brand strength affects shareholder value with a new Supplier Relationship Management System (SRMS) and to find the specific system qualities that are linked to SRMS adoption. This leads to higher brand strength and stronger shareholder value. Design/Methodology/Approach—This study employed a cross-sectional design with an explanatory survey as a deductive technique to form hypotheses. The primary method of data collection used a drop-off questionnaire that was self-administered to the UAE-based healthcare suppliers. Of the 787 questionnaires sent to the healthcare suppliers, 602 were usable, yielding a response rate of 76.5%. To analyze the data gathered, the study used Partial Least Squares Structural Equation modelling (PLS-SEM) and artificial neural network (ANN) techniques. Findings—The study’s data proved that SRMS adoption and brand strength positively affected and improved healthcare suppliers’ shareholder value. Additionally, it demonstrates that user satisfaction is the most significant predictor of SRMS adoption, while the results show that the mediating role of brand strength is the most significant predictor of shareholder value. The results demonstrated that internally derived constructs were better explained by the ANN technique than by the PLS-SEM approach. Originality/Value—This study demonstrates its practical value by offering decision-makers in the healthcare supplier industry a reference on what to avoid and what elements to take into account when creating plans and implementing strategies and policies.

An exploration of omni‐channel retail from a three‐party evolutionary game perspective: Brand strength vs. platform stream

AbstractThis study builds a three‐party evolutionary game to study the contributing factors of commission rate, productivity expansion, cooperation subsidy, brand strength, and platform stream. The proposed model investigates the diverse paths the three parties are motivated to pursue at different phases of omni‐channel integration and further explores which party, the band owner with strong brand strength, or the platform with a mass consumer stream, dominates omni‐channel negotiation regarding profit distribution arrangements.

Countries’ green brands within the context of sustainable development goals

This study aims to fill the gap in estimating the Green Country Brand Strength Index and its convergence among EU countries and Ukraine (as a potential EU candidate) from 2006 to 2020. Drawing upon data from the World Data Bank, Eurostat, and The Food and Agriculture Organization, the study employs various analytical tools including principal component analysis, the global Malmquist‒Luenberger productivity index, the entropy method, and σ- and β-convergence theories. The findings suggest a notable increase in the green brand values of the analyzed countries from 2006 to 2020, with a significant expansion of the measurement scale. Notably, France, Germany, Spain, the Netherlands, and Sweden emerged as leaders in the Green Country Brand Strength Index by 2020. Furthermore, the study uncovers convergent policies among EU countries aimed at fostering green brands aligned with the Sustainable Development Goals, as evidenced by a decline in σ- and β-convergences. This research provides valuable insights into the dynamics of green branding and policy convergence within the EU and prospective candidate countries. It introduces a distinctive approach to assessing and analyzing green brand strength, emphasizing its critical importance to the formulation of sustainable development policies and strategies.

Influentials, early adopters, or random targets? Optimal seeding strategies under vertical differentiations

Product seeding, defined as the act by which firms send products to selected customers and encourage them to spread word of mouth, is a critical decision support strategy for the success of new products. Using multiple agent-based simulation techniques, we investigated the relative importance of three widely adopted seeding strategies (seeding influentials, early adopters, and random targets) in a competitive market in which products are vertically differentiated in terms of quality and brand strength. We found robust evidence that the finding of an optimal seeding strategy depends on consumers' propensity to spread negative WOM. When negative WOM propensity is low, seeding influentials outperform seeding early adopters or random targets. When negative WOM propensity is high, decision-making about an optimal seeding strategy relies on the relative quality and brand strength of the product and the focal firm's objective. In particular, if a product's relative quality is low, seeding early adopters is the optimal seeding strategy in terms of both market share (MS) and net present value (NPV); if the product's relative quality is equal, seeding early adopters is most effective for increasing MS, while seeding influentials is the best for increasing NPV; and if the product's relative quality is high, seeding influentials is the optimal strategy, except that for products with strong brand strength and firm aims at maximizing the MS growth. We conclude the paper by discussing its theoretical contributions and managerial relevance for decision support.

A Comparative Analysis of Brand Management of Cipla and Sun Pharma

Abstract: This research presents a comparative analysis of brand management strategies employed by two leading pharmaceutical companies, Cipla and Sun Pharma. The study aims to provide insights into how these companies manage their brands in the highly competitive pharmaceutical industry. The analysis encompasses various dimensions of brand management, including market share, brand equity, product portfolio, global reach, and innovation/R&D strategies. Data was collected from primary and secondary sources, including financial reports, industry publications, and customer surveys. The findings reveal significant differences between Cipla and Sun Pharma in terms of market share, brand strength, product diversity, international presence, and innovation focus. These differences highlight the unique approaches each company takes in managing their brands and positioning themselves in the market. The research contributes to the understanding of brand management practices in the pharmaceutical industry and provides valuable insights for practitioners and scholars alike.

From Service Quality to Brand Loyalty: The Mediating Effect of Student Satisfaction in Public Sector Universities

Consumers and brands are crucial concepts and compelling research areas in brand management. A decade ago, researchers have noted that the brand equity’s concept is less explored in the education sector. Education system is too vital industries that are playing a major role in the society and growth of nation, thus highlighting its importance. Corporate industries prioritize customer satisfaction and loyalty, and some studies suggest that students should be considered customers. Consequently, universities need to enhance their understanding of brand equity-related concepts such as brand strength, brand image, and service quality. Providing high levels of service quality and cultivating a strong brand image leads to loyal customers. This study examines the mediating effect of student satisfaction on the relationships between brand strength, brand image, service quality, and loyalty. Using convenience sampling, we distributed 600 questionnaires to respondents from public sector universities in Pakistan. Service quality is identified as a multidimensional construct comprising interactional quality, outcome quality, and physical environment quality. These types are positively and significantly related to student loyalty. The study reveals that brand image and service quality show full mediation, while brand strength shows partial mediation. The results indicate that universities with a better understanding of their students, and those that share their plans and information effectively have more satisfied students. The findings regarding brand image suggest that universities should have a clear and definite vision to satisfy their students. Additionally, satisfied students feel honored to study at these institutions. Regarding service quality, the study suggests that universities with courteous, sympathetic, reassuring, and job-oriented administrative staff have more satisfied students. The perceived quality of the environment indicates that poor physical layouts, inadequate computer lab equipment, and insufficient campus facilities lead to student dissatisfaction. Furthermore, the results provide insights that can help university administrations develop strategies to enhance student satisfaction and retention. Current research paper contributes to the knowing of how universities can build and maintain brand loyalty by paying attention on mediating role of student’s satisfaction.

EXPRESS: Impact of Inventory Levels and Product Variety on Consumers' Perceptions of Brands

Past research in operations management and marketing on inventory levels and product variety has predominantly focused on their effects on brand performance indicators, such as sales and market share, while overlooking the influence on consumers’ perceptions of brands. Brand perceptions, encompassing reputation, quality, credibility, and emotional associations, go beyond typical revenue metrics and offer foresight into a brand’s future performance. Hence, understanding the effects of inventory and product variety on brand perceptions is crucial, and that constitutes the main contribution of this paper. Through a consumer-facing automobile search platform, we collect data on new cars’ inventories of more than 20,000 dealerships in the United States from August 2020 to March 2021. We measure brand perceptions using 273,991 responses by in-market consumers collected by YouGov. To address endogeneity concerns, we model the effects of inventory and variety on perceived brand strength using three different empirical approaches: 1) high-dimensional fixed effects, 2) instrumental variables, and 3) causal forest. Across all analyses, we find that inventory has a positive effect on perceived brand strength but the main effect of product variety is not significant. Our second contribution is related to the fact that past research on inventory and variety does not, for the most part, investigate systematic heterogeneity due to brand- or consumer-specific factors that impact the effectiveness of inventory or variety; to help fill this gap in the literature, we investigate the role of two important and theoretically motivated moderators: consumer income and luxury status of the brand. We find that consumers’ income levels and brands’ luxury status negatively (positively) moderate the effects of product inventory (variety) on perceived brand strength. Our results have managerial implications for effective assortment planning under scarcity, determining the right range of product offerings for luxury versus non-luxury brands, optimizing the customer’s online browsing experience, and targeting advertisements based on brand and consumer characteristics.

Brand Image Terhadap Customer Loyalty melalui Customer Satisfaction pada Pengguna Produk Tupperware di Kota Bandung

This research aims to evaluate the impact of brand image dimensions on customer loyalty through customer satisfaction regarding Tupperware brand food & beverage container products, especially in the city of Bandung. Data collection was carried out through interviews with respondents aged 17-40 years and who had experience using and purchasing Tupperware products. Participation in this research involved 90 respondents using cross-sectional data collection techniques or one shot study. Data analysis used a quantitative descriptive approach, normality test, multiple linear regression, and Sobel test with the help of statistical software program of social science (SPSS) version 26. Of the ten hypotheses proposed, eight of them were strengthened by empirical findings. These results indicate that customer satisfaction can act as a link between the impact of brand image dimensions (brand strength, brand uniqueness, and brand liking) and customer loyalty. In conclusion, this research can provide benefits for companies and management related to Tupperware products and similar food & beverage container industries in developing relevant strategies to improve the quality of these attributes. Keywords: Brand Image, Customer Satisfaction, Customer Loyalty

Hospitality customer intentions to write fake online reviews: A cross-cultural approach

This paper examines the antecedents and consequences of customer intentions to write fake online reviews on Agoda.com as a case in the hospitality context. Brand nostalgia, brand strength, moral attitude, review-related skepticism, and perceived unfairness were represented as antecedents of customer intentions, while boycott behavior, willingness to pay a price premium, and customer satisfaction were represented as consequences of their intentions. Data was gathered using a structured survey from 373 Italian, 440 French, and 392 British customers. Findings present significant insights into customer intentions to write fake online reviews. In addition, multi-group analysis highlights the differences among nationalities. This paper provides valuable insights for industry professionals and policymakers in the hospitality industry.

The impact of self-construal on consumers’ intention to write reviews: A trait activation perspective

Identifying which consumers are more likely to write reviews and when they are more likely to do so is of paramount importance for marketing management. Applying trait activation theory, this research explores how brand strength and consumption experience affect the intention of consumers with varying self-construals to write reviews. The findings suggest that, in general, consumers with an independent self-construal are less inclined to write reviews compared to those with an interdependent self-construal generally. However, for weak brands, consumers with an interdependent self-construal are less inclined to write reviews compared to those with an independent self-construal, irrespective of whether they have a positive or negative experience. When dealing with strong brands, consumers with an independent self-construal are more likely to generate reviews following a negative experience rather than a positive one. These findings improve our understanding of consumers’ review-writing behavior and offer insights for practitioners to enhance consumer review management.

WARALABA SEBAGAI PELUANG BARU DALAM DUNIA WIRAUSAHA

Franchising is a new choice in the development of the business world amid the development of industry 5.0. Franchising is developed a business system in which a brand owner or company (franchisor) gives the right to another party (franchisee) to sell products or services using a trademark, operational system, and support that has been proven successful This research uses a quantitative approach with data collection using literature studies. researchers explore various available sources of information, such as journal articles, textbooks, and other related documents. Data analysis was carried out by data reduction, data presentation and conclusion. Presentation of the analysed data is done in a descriptive narrative that is adjusted to the level of the researcher's ability. The results of the study show that franchising is currently an option for prospective entrepreneurs. Franchising as an entrepreneurial business model offers advantages such as support from the franchisor, access to a recognised brand, and flexibility, but its success depends on a SWOT analysis that includes brand strength, franchisor support, expansion opportunities, and competitive threats. Factors such as brand quality, franchisor support, efficient management, innovation and the role of government regulation also influence the success of franchising, with complex social, economic and environmental impacts, but with attention to all these aspects, franchising can be an engine of inclusive and sustainable growth in Indonesia.

Research on the Full-term Marketing and Business Operations Strategy of HEYTEA Based on the SWOT Model

HeyTea is one of the most renowned tea beverage brands in China. Despite achieving great success in the past few years, HeyTea faces massive challenges and market competition. It is found that HeyTea has adjusted its marketing strategies in order to adapt to the fast-changing marketing environment. The study topic is research on the full-term marketing and business operations strategy of HeyTea based on the SWOT model. This study investigates the intricacies of HeyTea's strategic evolution, comparing its former and later stages of marketing approaches. The core of this study revolves around the SWOT analysis model, where the application of this model to HeyTea is thoroughly examined. The findings reveal the brand's strengths, weaknesses, opportunities, and threats within the market landscape. These insights are instrumental in evaluating the efficacy of HeyTea's marketing and business operations strategies. And for prospects, HeyTea can take some actions to improve brand competitiveness and increase brand influence.