Branding Theory Research Articles

Local Pride Movement As A Local Sneaker Branding Strategy

This research aims to determine the revival of local pride tagline or slogan as a social movement for being proud of wearing local sneaker brand. In this research, the branding theory was used to analyze the formation of local pride or being pride of Indonesian-made products slogan or taglines. This research used a qualitative method with an analytic descriptive approach. Meanwhile, data were collected through non-participant observation to obtain an overview or information about objective or event conditions. The research result showed that the local pride movement practiced through cross-industry collaboration with influencers was able to build the brand personality of local shoes on consumers’ buying interests. The level of consumer ethnocentrism in the community resulted in brand awareness providing significant effects on the decision to buy local shoes. It was also in line with the government policy through restriction on imported commodities for products or goods that can be made domestically. The Content digital marketing was adopted by developing a proud Indonesian products theme. It was carried out through a hashtag for #LocalPride to increase the number of local shoes product sales, and it also can be used as a promotional tool that has proven to be effective to increase the number of followers on social media.

Scholar-type CEOs and Stock Price Crash Risk of Listed Companies

For China’s stock market, which is in the emerging capital market, chasing the rise and killing the fall and extreme market risks occur frequently. The risk of stock price crash caused by this phenomenon has become a major obstacle to the orderly development of capital market. The managerial characteristics of scholar-type CEOs are of great significance to the management behavior of enterprises. Their management style is reflected in the decision-making behavior of enterprises, which provides a new research perspective for the risk of stock price crash. Based on the brand theory and the reputation theory, academic experience shapes executives’ higher moral quality and sense of social responsibility, and shapes their rigorous logical reasoning and analytical judgment ability; it makes them have higher reputation cost, and makes them more conservative, self-disciplined, professional and rational, and more motivated to restrain themselves when participating in management decision-making. Based on the A-share listed companies in China from 2009 to 2018, this paper empirically tests the objective performance, transmission path and influencing factors of CEO academic experience influencing stock price crash risk. From the perspective of information risk and agency risk, we find that scholar-type CEOs can significantly reduce the risk of stock price crash by reducing information risk and agency risk; further research on the influencing factors and economic consequences of stock price crash risk shows that CEO academic experience can reduce the risk of stock price crash more effectively in the case of non-state-owned enterprises, the combination of two jobs, and higher institutional investors’ shareholding ratio. This paper interprets the formation mechanism of stock price crash risk of listed companies based on the perspective of executive governance, and supports the information hiding hypothesis. From the theoretical level, the research result provides ideas for further exploring how management experience affects corporate financial behavior, and provides a new perspective and beneficial supplement for the research of high-level echelon theory and executive heterogeneity; from the practical level, it provides new evidence support for listed companies to make scientific and reasonable CEO appointment decisions and high-level talent selection, and provides practical guidance and experience reference for further exploring the impact of executive academic experience on enterprise management behavior, promoting the healthy and orderly development of the capital market, and establishing a stable multi-level capital market.

Value-Creation Through Lifestyle Branding

Lifestyle is a pervasive word in the textile and fashion industry and in academia. There is no consensus as to a unified, sustained theory of lifestyle branding and operationalization tools for such a brand strategy. However, the social media surge since 2013 has increased the need to understand how brands can interact with consumers lifestyles portrayed online. This article discusses theoretical underpinnings of ”lifestyle”, in order for Fashion and non-fashion brands to provide relevant “lifestyle” content and allow value-creation for niche consumer lifestyles.

Video Advertising: Connection and differences between consumers?

The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.

Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace

AbstractHow do CEOs, entrepreneurs, managers, celebrity bloggers, and other brand leaders acquire charismatic authority in the marketplace? Grounded in a multi-perspective, in-depth case study of the charismatic CEO of an Austrian shoe manufacturer, this article introduces a sociocultural mechanism called charismatic entrainment. Charismatic entrainment involves brand leaders staging charismatic authority by promoting polarized worldviews and taking personal risks to demonstrate their ability to lead social change. It further involves consumer-followers publicly validating and consumer-critics challenging brand leaders’ claims to charismatic authority, encouraging further entrainment via their support, but also their criticism. Brand leaders, consumer-followers, and consumer-critics draw on social media, marketplace sentiments, and brand manifestations as entrainment resources to more effectively endow brand leaders with charismatic authority in the marketplace. The article contributes a market-based, multi-stakeholder—versus an organizational, leader-centric—theory of charisma co-creation to the literature on charismatic authority. It also adds to theories of iconic branding, risk consumption, and societal morality plays, sensitizing readers to the constructive but also destructive potential of market-based charisma co-creation.

VISUAL IDENTITY GUDANG CREATIVE DESIGN DALAM MENINGKATKAN BRAND AWARENESS

Gudang Creative Design is a service business engaged in graphic design and photography that is currently developing in Sungai Pua District, Agam Regency. Gudang Creative Design was formed in 2017 and is managed by Yoli Ade Saputra as the owner and founder of Gudang Creative Desain until now. This business is still relatively new and requires a visual identity that includes logos, colors, and fonts, as well as rules in their application, in accordance with the guidelines set by the designer in the manual books as the main medium, in order to form a consistent identity, improve the business image, as well as differentiate it with other competitors. The purpose of this research is to design visual identity and other promotional media. The theories used in this research are brand theory, promotion theory, awareness theory and logo theory.The design method that I use is the 4D method which is used to support the creation of the design concept of visual identity.The expected results are in the form of main media, namely manual books, then supporting media such as business cards, stamp id cards, letterheads, envelopes, posters, x-banner, stamps, customer desks, car branding and articles to be published in the DKV journal FBS UNP Padang.Keyword : Branding , Promosi, Awareness dan Logo

PERAN BRANDING BAGI PENCIPTAAN IMAGE BATIK 3 NEGERI SOLO KARYA KELUARGA TJOA

Batik Tiga Negeri is an Indonesian adiwastra that is still considered a mystery. Why? Because its history is still not completely clear. Batik Tiga Negeri is believed to have undergone a coloring process in three different cities, first in Lasem for red color, Pekalongan for the blue color, and finally in Solo for sogan or brown color. Therefore, the production journey of one batik Tiga Negeri will take a total of 650 km. The Tjoa family started producing batik Tiga Negeri in 1910, but it was regrettable that in 2014, the family had stopped the production because they have no successors. The Tjoa family stated that they named after their batik based on the legendary Sam Kok story from China known as the Three Kingdoms. Therefore, the batik Tiga Negeri, created by the Tjoa family, is a brand that is then attached to the legendary batik Tiga Negeri through the branding process. This study will analyze how Batik 3 Negeri Tjoa Family's brand and branding process can help build a brand image to strengthen the batik 3 Negeri Tjoa family's brand value. The researcher conducted a qualitative descriptive method to explore batik 3 Negeri of the Tjoa family through literature studies on batik Tiga Negeri and interviews with batik experts and enthusiasts complemented by literature studies on brand theory and branding. The results reveal the strength of the Tjoa family Batik 3 Negeri Solo's brand and branding process, which had been carried out for three generations, had succeeded in elevating their batik products into known to have aesthetic value and high quality and became the leading choice for the Sundanese in West Java.

The Effect of Brand Credibility, Brand Image and Customer Satisfaction on Behavioural Intentions in Traditional Medicine Market

Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand image, credibility, and satisfaction on behavioural intentions are well-documented in the literature. There is, however, little or no research on the influence of credibility and image on behavioural intentions through the intervening role of satisfaction in the traditional medicine market. As a result, the research aimed to assess the intervening role of customer satisfaction in the effect of brand image and credibility on behavioural intentions in the traditional medicine market. Data were distributed to a sample of 265 customers via a systematic sampling strategy. The hypotheses formulated were tested by using covariance-based structural equation modelling. The research confirmed that satisfaction perfectly mediated the effect of credibility on customers’ behavioural intentions in the traditional medicine market. However, no mediational relationship between the brand image and behavioural intentions was established. Consequently, this study contributes to the brand theory by displaying the mediated role of customer satisfaction in the impact of brand credibility on the customers’ behavioural intentions, particularly in the traditional medicine market. As an emerging industry, this paper also advances the practitioners’ knowledge about how to build and manage credibility, satisfaction, and image to strengthen the customers’ behavioural intentions in the traditional medicine market.

Employer attractiveness: Measurement scale development and validation

Human resource quality is one important factor that affects the success of each organization. The need to build a human resource foundation with knowledge, skills and good attitude is one urgent task for all business leaders. The first task is to attract and recruit excellent individuals to work for the business; therefore, how to attract candidates is always academic researchers’ as well as business managers’ top priority. Employer attractiveness factor (Berthon, Ewing, & Hah, 2005) has been applied in some recent studies. However, because talent recruitment and attraction are diverse and different for individual organizations, cultures and countries, the scale of employer attractiveness concept still implies many points that are not appropriate for Vietnamese contexts. This research, based on the social exchange theory and the employer branding theory, develops in great details and confirms the employer attractiveness scale in Vietnamese business. The mixed-method (interviewing 4 experts and 2 staff in-depth groups as well as surveying quantitatively 937 employees working for Vietnamese enterprises) has been applied. The research results determine the employer attractiveness dimension factor comprising social value, development value, application value, safety value and economic value. This research has discovered a new factor of employer attractiveness scale: safety value.

Unpacking Nordic branding: the value regimes of Nordicness

PurposeThis paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?Design/methodology/approachUsing field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.FindingsThe analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.Originality/valueSeveral studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

City citizenship behavior and participation in promotion

Over the past few years, residents' participation in public matters has gained increased importance along with the involvement of internal stakeholder groups in the decision-making process. This trend has also been embodied across city branding theory and practice. Therefore, the paper focuses on residents' role as citizens. The main objective of the study is to understand citizens' participation in local matters and the relationship between citizenship behavior and involvement in the city brand promotion practice. The study is based on the survey data (CAWI) acquired from citizens (n = 503) from Poznan, Poland. According to the research findings, citizens with a high level of so-called citizenship behavior are likely to also engage in the city branding process, namely in the promotion. The findings also highlight relationship between citizens' age and participation intensity. The survey results are valuable to local government authorities. The findings also suggest they should treat the residents as the most relevant stakeholders and encourage citizen participation by stimulating the feeling of citizenship. The study empirically proves that citizen participation in real-life directly correlates to their involvement online. The concept of citizenship behavior is adapted to the specificity of a CEE market and proved to be a reliable measurement tool.

Branding Cannabis in Canada: Challenges for theCannabis Act's Promotion Restrictions

Background:This article examines how Canadian cannabis companies promoted their new brands after legalization in late-2018. Analysis:Nearly 4,000 items were collected from the websites and social media of 20 cannabis brands and triangulated with insight from the trade press. The promotional practices are contextualized in two areas: the history of tobacco advertising in Canada, as legal precedent for the Cannabis Act, and theories of branding. Conclusion and implications:Brands are navigating the Cannabis Act’s promotion restrictions by embodying what it means to be a brand in the twenty-first-century media environment. This reveals an incompatibility between regulations and contemporary marketing.

CRITICAL PERSPECTIVES ON THE USE OF BRANDING MODELS IN APPROACHING PLACES

This article investigates in depth the characteristics of the interdisciplinary social theory of neo-Marxism, as a moderate response with socio-economic influences on the paradigm of postmodern brand management (defined by the theory of iconic brands and cultural branding - as a model by which brands become icons through creative interaction with their environment, on the one hand, and the anti-capitalist, anti-corporate and anti-branding movement, on the other), both included in a constructivist-interpretivist paradigmatic scheme. This type of critical approach, through reinterpretations and extensions of the ideas of social philosopher Karl Marx, replaces the marketing paradigm as a model of "social engineering" in the words of Douglas B. Holt and proposes new perspectives on the concept of consumer culture in which brands are seen as forms of intangible capital, with the main demands proposed by the anti- branding movement being highlighted, as well as the criticisms brought to “consumer culture”.

Tourism as an Aspect of City Branding in Functional Urban Areas

Functional Urban Areas (FUAs) are among the main actors of local development planning in the current perspective of the European Union. One of significant challenges in the management of such areas is the creation of an image or building of a city brand covering several neighboring municipalities. Among other things, tourist attractions can be used as important factors in defining metropolitan identity. The aim of the paper is to identify categories of tourist attractions that are used in the process of communicating FUAs’ brands. The paper is focused on branding activities related to the tourism of selected FUAs in Poland. The research method involved a content analysis of documents entitled Strategies of Integrated Territorial Investments (ITI) developed for Polish FUAs. Research results show that branding activities of FUAs aimed at developing their tourism function are more material- than immaterial-oriented and concern only those issues that are dependent on local government authorities and not tourism companies. The paper contributes to the development of the city branding theory focusing on the issue of developing a tourist brand for FUAs. The key limitations of the paper are as follows: it is based on the analysis just one type of documents – ITI Strategies of Polish FUAs – and the specificity of content analysis as a research method.

Corporate citizenship: Challenging the corporate centricity in corporate marketing

This study explores how corporate citizenship challenges the notion of corporate centricity underpinning the corporate marketing discipline. Theoretically, the argument is developed with reference to the concept of corporate citizenship and cultural branding theories. Methodologically, the study applies a discourse analysis to Instagram posts and comments associated with Bodyformuk’s cultural brand campaign #bloodnormal as an illustrative case of corporate citizenship. By focusing on the interplay between the micro-processes of individual consumers’ brand interactions and macro-level cultural discourses, the study shows that a) users hold active agency in rearticulating the corporately conveyed cultural discourses and, hence, claims of corporate citizenship; and b) the brand actively uses these user-driven counter discourses as source material for continuously rematerializing corporate citizenship. The study contributes to the corporate marketing literature by highlighting the challenges of corporate centricity when the brand becomes part of a politized discourse and enacts corporate citizenship.

“Western Gates of the Urals”: geocultural branding of a small city

The article presents an analysis of the image resources of Vereshchagino -a small town in the Perm region, which should be used in the process of implementing the strategy of its geocultural branding. In popular scientific works and mass media, the city is called the “Western Gate of the Urals”, meaning that the Vereshchagino railway station is a key point, bypassing which, freight and passenger trains leave the Ural region. In 2023, Vereshchagino station will celebrate 125 years since the moment of its foundation. At the beginning of the XXI century, the dynamic development of the urban environment in Vereschagino was interrupted. The municipal authorities missed the opportunity to pursue a policy of territorial marketing branding, to actively promote the brand images of the town in the Ural geocultural space. Today, Vereshchagino has accumulated typical problems for a provincial town – demographic, communal, and socio-cultural ones. Urban communities express dissatisfaction with the visual and aesthetic appearance of the urban environment. According to the author’s point of view, the development and implementation of the Vereshchagino geocultural branding strategy is a progressive solution that allows creating creative industries in the city and ensuring sustainable socio-economic development. As a methodological basis, we used the conceptual ideas of the creative action of the British scientist Ch. Landry, as well as the postulates of the theory of geocultural branding of the city by the Russian researcher D. N. Zamyatin.

Branding attributes of political parties and leaders in India

What is common between corporate brands and political brands? Can political entities achieve branding on the lines of corporate brands? The current paper develops a conceptual framework of branding in the political market environment of India. The paper outlines the conditions under which political players develop branding attributes such as credibility, personality, associations akin to a corporate brand to achieve branding. It discusses various dimensions of the political market during and beyond elections and also describes how user engagement on social media alters the perception of a political brand. The discussion draws from the social media strategies deployed by the Indian political parties and leaders to win over the voters, the customers of a political market during elections and even gets down to identifying the characteristics of social media posts that seem to impact electoral outcomes. It describes how the political leaders and parties calibrate their social media posts to the response generated by the social media users on social network sites (SNS). The study is aimed at chalking out a conceptual framework of political branding, identifying the key elements of political branding, describing the branding strategies deployed by the political actors, demonstrating the impact of user engagement on political branding and identifying the characteristics of social media posts that contribute to brand perception of political actors. In crux, the study draws from corporate branding theories, political marketing frameworks and behavioral sciences in its attempt to provide a comprehensive definition of political branding and shed light on the political marketing strategies that may have contributed to the branding of political entities.

Instagram As Medium of Promoting English Speaking Skill: English Edupreneurship

Public speaking has become an integral part of many professions and is at the center of career development opportunities. Therefore, the change in the education system from offline to online has led to new ideas in the implementation of public speaking learning, namely by using Instagram as a learning medium for collecting assignments intended to introduce or sell English language skills which are usually called Edupreneurship. That way, it is hoped that not only carry out learning and collect assignments but also something is obtained. However, learning still prioritizes output. Therefore, in this study, we refer to the personal branding theory. The purpose of this study is to determine how effective the use of Instagram is as a medium to promote English speaking skills, to find out the followers' responses regarding the skills possessed by English students, and also what was gained from promoting English speaking skills. The subjects in this study were students in the 5th semester. The number of respondents was 25 students. This research was conducted using data collection methods through Google forms. The results showed that Instagram provided effects and benefits to students, most of them stated that: (1) Students felt more confident in speaking English, (2) Students felt an improvement in their abilities, (3) Students felt more enthusiastic about positive comments and motivated by negative comments, (4) Students feel that Instagram is the right medium for promoting English speaking skills, (5) Students get input in the form of work.

Flourishing consumers from brands: brand well-being's conception, dimensions and scale

PurposeThe present research aims to construct the brand well-being concept and develop the brand well-being scale.Design/methodology/approachBy interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale.FindingsBy interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale.Originality/valueThis research combines the branding theory and positive psychology theory, expands the extant understanding of brand value and provides new insights into optimizing a brand strategy.

Differentiation of regional attractiveness for gaining talents in the context of place branding theory

Strategies of place branding are an important tool for managing the flow of human capital. At the same time, the diversification of the labor force predetermines the specificity of a region and influences its brand. Keeping in mind that strong and effective place brands must be based on a clear vision, local governments become key players in the elaboration, implementation and maintenance of a brand. A regional brand is multidimensional and a region’s policy aimed at gaining talented people is one of its components. Considering the necessity for measuring the effectiveness of regional policies as well as comparing the attractiveness of regions with respect to a special group of human capital of talented individuals, it is possible to use indexes. The present study aims to answer the question: what is the difference in the attractiveness of Polish voivodships from the perspective of attracting talented people? The research design is based on the theory of place branding and is of exploratory nature. The aim of the study was achieved through a ranking of Polish voivodships based on the Global Talent Competitiveness Index. The ranking was completed applying the TOPSIS method. The index had been constructed using five dimensions of territorial attractiveness connected to gaining talent: enable, attract, grow, retain, be global. In general, the results show that all voivodships have good socio-economic and development conditions; however, opportunities for talented people and their global integration were less advanced. Conclusions reached through the study enable the identification of voivodships that are most and least attractive to talented people. The paper shows that the attractiveness of territories for talented people can be estimated at the meso-level providing researchers and practitioners with yet another perspective—in addition to the micro (corporate) and macro (national) levels that are better explored. The outcomes of such research facilitate the recognition of regions’ potential for attracting talent.