Brand Usage Research Articles

Why are satisfied buyers not necessarily loyal?

PurposeThe aim of this study is to identify why some brand buyers are satisfied, but are not necessarily loyal.Design/methodology/approachBased on prior literature, this study posits and tests nine potential reasons for why some satisfied buyers are loyal, and others are not. The factors examined are: distribution intensity, familiarity, popularity, customer satisfaction levels, category experience, variety-seeking, service design fit, satisfaction advantages (consumers having higher satisfaction for one brand versus others) and loyalty advantages (consumers showing higher loyalty for one brand versus others). The authors use the context of food retailing, focusing on the fast-food industry in the State of Kuwait.FindingsThe authors find that approximately 70% of fast-food brand users are satisfied, but only 28% of those satisfied users can be classified as highly loyal. While overall, the study finds satisfaction is positively correlated with individual-level buyer loyalty, analysis also finds that brand popularity, overall customer satisfaction levels, experience, variety-seeking, satisfaction advantages and loyalty advantages are factors that explain why many customers are satisfied, but do not have high levels of loyalty.Originality/valueThis study makes a novel and original contribution in assessing a broad range of factors that help explain why many satisfied buyers are not necessarily also loyal. The findings will assist managers to contextualize their firm’s performance on satisfaction and loyalty.

Factors Contributing to the Success of iPhone in the Chinese Market and Competitive Strategies

As one of the largest smartphone markets in the world, China’s huge market demand makes it an important player. Since entering the Chinese market, the iPhone has won a wide user base with its high-end brand image and innovative technology. The study focuses on analyzing the factors that have contributed to Apple’s success in the Chinese market, including brand building, product innovation, marketing strategies, and user experience. It also explores how Apple’s competitive strategies have helped it stand out in a fiercely competitive market environment. The study employs a combination of quantitative and qualitative research methods. By analyzing market data, conducting consumer surveys, and conducting market research, the study evaluates Apple’s performance and consumer preferences in the Chinese market, and explores Apple’s competitive strategies and market positioning. We found that Apple’s success in the Chinese market is mainly due to its strong brand effect, continuous technological innovation, precise market positioning, and effective marketing strategies. Apple has won the recognition of Chinese consumers with its high-quality products and excellent user experience. At the same time, it has successfully addressed competition pressure through differentiated competition strategies and the establishment of a unique ecosystem.

Analysis of Digital Marketing Strategies in the Interactive Entertainment Industry: A Case Study of ‘Valorant’

This study aims to analyze the digital marketing strategies in the interactive entertainment industry and to conduct an in-depth discussion using Valorant as an example. With the advancement of technology and the change in people’s online habits, digital marketing plays an increasingly important role in the interactive entertainment industry. Understanding consumer behavior and intentions can help reflect and improve advertising and related fields. By distributing questionnaires to collect and analyze consumers’ attitudes and reactions to different marketing strategies, the study finds that the synergy between digital marketing and outdoor advertising significantly increased brand awareness and user engagement. Social media advertising attracts potential users, while outdoor advertising enhances brand visual impact and loyalty. Through the analysis of the successful “Valorant” case, this study reveals the critical factors of digital marketing in user acquisition, retention, and stickiness. It explores these strategies’ replicability and innovation in other interactive entertainment products. Meantime provides a valuable empirical reference for the industry.

Comparison between US and India-made bone fixation brand in arthroscopic anterior cruciate ligament reconstruction: a single-center experience from North Kalimantan, Indonesia

Comparison between US and India-made bone fixation brand in arthroscopic anterior cruciate ligament reconstruction: a single-center experience from North Kalimantan, Indonesia

Driving Brand Awareness and User Engagement for Non-Invasive Fat Reduction and Injectable Aesthetics on Hidoc Dr's Instagram Platform

Driving Brand Awareness and User Engagement for Non-Invasive Fat Reduction and Injectable Aesthetics on Hidoc Dr's Instagram Platform

Competing construals in advertising: the central role of feeling closer to the brand versus closer to other brand users

PurposeWhile consumer–brand relationships bring to mind commonalities such as shared interests and values, the way consumers construe information can differ depending on the situation and their connections to the brand. This study aims to propose that construal level impacts how consumers process information and looks at how two dimensions of psychological distance affect the persuasiveness of different types of advertising appeals.Design/methodology/approachFour experimental studies test the singular effects that social and temporal distance construals have on the persuasiveness of advertising appeals. This research further investigates whether social distance construals can be situationally primed and matched with advertising appeals to improve willingness to pay. Overall, the combined effects are tested when both dimensions are simultaneously activated, but the valence of the construal levels potentially moves in opposite directions.FindingsStudies 1 and 3 find that matching social distance construals and advertising appeals positively impacts willingness to pay, whereas Study 2 reveals that matching temporal distance construals and advertising appeals also positively effects willingness to pay. Furthermore, Study 4 finds that the social distance dimension has a more dominant impact on willingness to pay, except in near future scenarios when there are combined effects of competing construals.Research limitations/implicationsThis research indicates that initial social distance construals are more salient than subsequent temporal distance construals.Practical implicationsThis study helps marketers to identify the most effective advertising appeals for consumers with different types of relationships and psychological distance construals.Originality/valueThis study contributes to both theory and practice by extending knowledge of which types of construals are more salient when competing construals are triggered and by helping marketers identify the most effective advertising appeals for consumers under these different conditions.

Online Social Influence and Negative Emotions toward Snow Sports Brands: Moderation and Mediation Effects

This article draws on the stimulus–organism–response (SOR) model to understand the role of negative emotions in the anti-brand behaviors of online users who consume snow sports brands. To this end, both the online social influence and the mediating effect of symbolic incongruence (stimulus) on the generation of negative emotions (anger, stress, frustration, fear, boredom and sadness) (organism), and how these influence the formation of negative customer brand engagement (nCBE) (response), are analyzed. The study also analyses the moderating effects of “level of expertise”, this makes it possible to capture differences in behaviors based on the profile of the users in each of the proposed relationships. Questionnaire responses of 400 ski and snowboard users over 18 years of age were analyzed using a quantitative methodology. The results obtained have important theoretical and practical implications, since they confirm that online social influences have both a direct and indirect (mediating) effect on negative emotions, which positively affects the nCBE of online users of snow sports brands. Significant differences in behavior based on experience level (moderation effect) were also found. The study proposes useful practical recommendations applicable in online environments that the extreme sports industry could use to neutralize/avoid highly detrimental consequences.

Giving a Conspicuously Branded Gift: The Role of Guilt

ABSTRACTScant research has explored how the emotions of gift‐givers influence their gift selection, particularly negative emotions. Addressing this gap, this research examines how guilt impacts gift‐giving, capitalizing on the conceptual link between guilt, power, and size. Through four experiments, we demonstrate that, compared with gift‐givers in a control condition, guilty gift‐givers are more likely to choose conspicuously branded gifts—items with highly noticeable, large brand logos. We observe this effect using different scenarios and the autobiographical recall procedure to elicit guilt, as well as a variety of operationalizations of brand conspicuousness. We find that the sense of power and power restoration provided by the gift account for the results. Moreover, the preference for a conspicuously branded gift diminishes when guilty gift‐givers engage in reparative actions to alleviate their guilt prior to gift‐giving. This research contributes to the literature on guilt, power, and conspicuous consumption by revealing a novel consequence of guilt on consumer choice in gift‐giving contexts and expanding our understanding of conspicuous brand usage. The findings have practical implications for marketers, particularly in using guilt appeals and promoting conspicuously branded gifts. Finally, we suggest future research directions related to positive emotions and other outcomes of interest in gift‐giving.

The green Fintech paradox: understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape

Purpose The ever-evolving landscape of financial technology (Fintech) has revolutionised payment methods and raised questions about what drives user behaviour in adopting these innovative solutions. This study, using narrative transportation theory as an underpinning theory, aims to investigate into the dynamics of green user behaviour in adopting Fintech payments. Design/methodology/approach This study used a deductive approach, and with data obtained from 635 respondents through the purposive sampling technique, partial least squares structural equation modelling was employed to yield significant insights. Findings The study found a positive association between green brand positioning and product differentiation. However, it unexpectedly didn't impact user attitudes towards Fintech payments. Green brand image and perceived performance positively influenced product differentiation. Perceived product differentiation fully mediated the association between green brand positioning and user attitudes. The study introduced fear of missing out's (FOMO) moderating role, enriching eco-conscious marketing insights and user behaviour understanding. Research limitations/implications This study reveals crucial implications for marketers, policymakers and user experience (UX) designers operating within the Fintech industry. It emphasises green brand positioning's impact on product differentiation, user attitudes and its mediating role. It advocates for sustainability integration, innovation, strategic messaging and user-centric improvements to optimise user perceptions and competitiveness in the evolving Fintech landscape. The study's cross-sectional design may limit the ability to establish causal relationships over time and overlook temporal changes in green Fintech adoption dynamics; thus, longitudinal studies are warranted to better understand the evolving nature of user attitudes and behaviours towards green Fintech payments. Originality/value This study adds novelty to the existing body of literature by introducing the dimension of innovation appeal to green brand positioning and employing narrative transportation theory in the Fintech realm. The findings also add novelty by highlighting the moderating impact of fear of missing out in predicting the association between green brand positioning and product differentiation in the realm of green Fintech and green use behaviour.

Analysis of Personalized Marketing Strategy: A Case Study of Xiaohongshu in China

This paper analyzes the personalized marketing methods of Xiaohongshu and demonstrates their benefits through successful case studies of Pizza Hut and Under Armour (UA). The study begins with an introduction to Xiaohongshu and its development history, highlighting its unique role in digital marketing. Following this, the paper provides an in-depth analysis of personalized marketing campaigns by Pizza Hut and UA on Xiaohongshu, showcasing how the platforms advanced algorithms and user-centric strategies enhance brand visibility, user engagement, and customer loyalty. The research reveals specific strategies like targeted content creation, influencer collaborations, and data-driven insights. The findings show that Xiaohongshus personalized marketing significantly boosts brand awareness, engagement rates, and customer retention. By summarizing successful patterns and experiences, the paper offers valuable insights into the practical applications and commercial potential of personalized marketing on Xiaohongshu. This study contributes to digital marketing by providing new perspectives and strategies, emphasizing the transformative impact of personalized marketing on brand performance and consumer relationships.

ANALYSIS OF THE EMOTIONAL USER EXPERIENCE ON NETFLIX INDONESIA'S EMOTIONAL BRANDING THROUGH INSTAGRAM ACCOUNTS

The rise of Over the Top (OTT) internet content services like Netflix has revolutionized the entertainment industry. Netflix Indonesia employs emotional branding through the Instagram account @netflixid. The research aims to describe user experiences with Netflix Indonesia's emotional branding on Instagram and analyze it through the @netflixid account based on user experiences. Using marketing communication theory, specifically emotional branding, the qualitative descriptive research with a phenomenological approach involved four purposively selected informants. Results reveal an emotional bond between users and the Netflix brand through the @netflixid Instagram account. This emotional experience involves feelings, emotions, and psychological reactions during interactions with content uploaded by Netflix Indonesia on its account, @netflixid. Netflix's Instagram content, encompassing relationship elements, sensory experiences, imagination, and vision, is crucial in emotional branding. Additionally, the study discovered that posts featuring behind-the-scenes content, user-generated content, and interactive polls further strengthened the emotional connection between users and Netflix. This research highlights the connection between user emotional experiences and Netflix Indonesia's emotional branding through the @netflixid Instagram account. The study underscores the importance of leveraging social media platforms to enhance brand loyalty and user engagement. Moreover, it suggests that continuous engagement and timely responses to user comments on Instagram posts significantly contribute to the emotional bond between the brand and its audience. By understanding and implementing these strategies, Netflix Indonesia can further solidify its position in the competitive OTT market, ensuring long-term success and sustained user satisfaction

Research on the Current Status, Approaches, and Development of Brand Marketing in Social Media Platforms: An Analysis of Luxury Brand Marketing on TikTok Platform

The purpose of this paper is to discuss the current situation, methods, and development trend of brand marketing on social media platforms and take the marketing behavior on TikTok platform as an example to deeply analyze the marketing strategies of luxury brands on this platform. Through the comprehensive use of various research methods such as literature review, case study and data analysis, this paper systematically combs through the current situation of brand marketing on the TikTok platform and focuses on the marketing behaviours of two luxury brands, Van Cleef & Arpels and Tiffany, on the TikTok platform. It is found that the TikTok platform provides a wide space and possibility for brand marketing with its unique short video format and precise user positioning. Through creative content, KOL cooperation, user interaction, and other methods, luxury brands have effectively enhanced brand awareness and user stickiness. At the same time, with the continuous improvement of the functions of TikTok platform and the changing needs of users, the methods and strategies of brand marketing are also constantly innovating and developing. The results of this paper provide useful references and insights for the marketing practices of luxury brands on social media platforms and promote the research on brand marketing strategies on social media in the era of digital economy.

Inward negative emotions and brand hate in users of snow-sports’ brands

PurposeThe aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.Design/methodology/approachThis study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.FindingsThe results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.Originality/valueThis research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

Consumers’ Perception of Social Media Influencers: A Study of Skincare Brands in Nigeria

In the highly competitive consumer market, brand owners are working tirelessly towards retaining their ‘loyal’ customers, and ensuring that the consumers of other brands make a switch to their products; all these are geared towards remaining relevant in the business world. Hence, social media has become a viable medium to pass these messages as a result of the increasing impact of modern technology and “know-how.” The engagement of well-known personalities for social media brand influencing has become a viable tool employed by brand owners to give maximum visibility to their products. They are influential because online users, in most cases, adopt their personalities as role models while many others idolize them. Hence, their promotion of brands and products on social media is usually widely accepted by these groups of consumers. In recent times, there have been reports and cases of influenced skincare brands and products that have fallen short of efficacy and quality as purported by the influencers of the brands in question. Consumers have expressed dissatisfaction, frustration, and waste of money regarding the purchase and usage of some skincare brands that were purchased as a result of the content created around the products by their social media influencers. Therefore, this study seeks to examine consumers’ perception of the engagement of social media influencers of skin-care products using Focus Group Discussion and a survey of female respondents who are known to use skincare products. Results show that the use of influencers does not necessarily inform their purchase or usage of certain skin care products. This is because, first, skin care products are sensitive and could damage customers’ skin, which makes them purchase through referrals rather than depending on influencers’ reports about the product. Second, the social media platform is commonly known as a medium that online users can easily manipulate for deception. The study suggests that Influencers should adopt credible means of creating awareness for their brand.

Satisfaction leads to loyalty – or could loyalty lead to satisfaction? Investigating brand usage and satisfaction levels in consumer banking

PurposeThis study examines the association between behavioral loyalty and satisfaction scores for banks. Past work has generally viewed the link between satisfaction and loyalty to be one way – satisfaction causes or induces loyalty. This study suggests the relationship may not be just one-way, and that current loyal behavior towards banks (measured as using 1, 2 or 3 banks) may be related to satisfaction scores: the more banks used, the lower the satisfaction score.Design/methodology/approachThe study employs large-scale survey data from the UK YouGov panel. It analyses satisfaction scores for 16 banks, from consumers who use either 1, 2 or 3 banks.FindingsBanks receive lower satisfaction scores from their customers who use one other bank, compared to customers who do not use one other bank. Furthermore, users of two banks are less satisfied with either of them compared to users of one, and users of three banks are, on average, less satisfied with each of them compared to users of two.Practical implicationsThe results will help managers and researchers better understand satisfaction scores. For example, part of the reason why a bank obtains low satisfaction scores could be that it has a large proportion of dual or multi-bank customers. Next, knowing that satisfaction scores differ according to the number of banks currently used may contribute to a more nuanced understanding of the link between satisfaction and future loyalty.Originality/valueThe study is highly original in proposing a novel hypothesis relating to bank usage and how it relates to satisfaction scores.

Long-Term Safety and Efficacy of a Water-Free Cyclosporine 0.1% Ophthalmic Solution for Treatment of Dry Eye Disease: ESSENCE-2 OLE.

The ESSENCE-2 Open-Label Extension study aimed to demonstrate long-term safety, tolerability, and efficacy of a novel water-free, nonpreserved topical cyclosporine 0.1% ophthalmic solution (US brand name VEVYE) for patients with dry eye disease (DED). This was a Phase 3, prospective, multicenter, open-label, clinical study. All patients received cyclosporine 0.1% ophthalmic solution and dosed each eye twice a day for 52 weeks. Primary safety end points were ocular and nonocular adverse events (AEs). Secondary safety end points included visual acuity, biomicroscopy, intraocular pressure, and dilated fundoscopy. Efficacy end points, such as total corneal fluorescein staining (tCFS) score (National Eye Institute [NEI] Scale), ocular symptoms (visual analog scale [VAS]), and Schirmer tear test, were also assessed. A total of 202 patients were enrolled from the ESSENCE-2 study. At week 52, 175 patients (86.6%) completed ESSENCE-2 open-label extension. A total of 55 patients (27.5%) reported 74 ocular treatment-emergent adverse events (TEAEs). The most common ocular AE was instillation site pain (6.5%), which was of mild intensity in all cases. Patients showed statistically significant improvements in all prespecified efficacy end points compared with baseline at each visit. Corneal staining improvements were early and stabilized over time while tear production improved continuously. Symptomatology improvement followed these effects with scores reaching a minimum after 1 year of treatment. The water-free cyclosporine 0.1% ophthalmic solution was safe and well tolerated during long-term use. The results demonstrated sustained 1-year efficacy, in both signs and symptoms of DED, and may help understand short and long-term healing dynamics in a predominant inflammatory DED population.

Do AI-Based Voice Assistants Influence Brand Continuous Usage? The Mediating Role of AI-Driven Customer Experience

This study aimed to assess the influence of artificial intelligence (AI) voice assistant (VA) on customer experience, resulting in the continuous use of mobile brands. Specifically, this article assesses the role of hedonic, utilitarian, and social benefits provided by AIVA on customer experience and continuous usage of a mobile phone brand. Using a primary data collection instrument, the quantitative approach was adopted to examine the study’s variables. Data from 348 valid responses were used for the analysis based on structural equation modeling (SEM) with AMOS version 23. Three main factors were identified to influence customer experience, which results in continuous usage of a mobile phone brand. These factors are social benefits, hedonic benefits, and utilitarian benefits. In conclusion, a significant and positive relationship exists between AI-enabled customer experience and brand continuous usage. It recommended that mobile brands consider and research their prospects’ and customers’ social, hedonic, and utilitarian needs to provide them with desired products and experiences.

The Conceptual Idea of Strategy to Increase Sales of Traditional Wet Cakes in Gunungkidul Regency

Traditional food is one of the characteristics of a region. The marketing of traditional cakes is often done using traditional methods. Wet cakes are cakes with a soft, moist, and tender texture. These cakes are usually made for traditional ceremonies, rituals, or celebrations, as well as for daily snacks. This article aims to provide advice and input to traditional wet cake MSME actors to improve their sales. The methods used are literature study and interviews with business owners. The problem framework offered to increase sales includes product innovation, brand usage and registration, marketing development through promotion, and packaging improvement. MSME actors of traditional wet cakes can coordinate with relevant organitations such us Directorate General of Intellectual Property for trademarks, Health Office for Food and Beverage Business Licensing (PIRT), Industry, Cooperatives, SMEs, and Manpower Gunungkidul Regency Office for packaging, MSME communities, and partnerships with souvenir shops regarding marketing and promotion, as well as conducting product innovation trials to enrich product variations.

Pengaruh Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian pada Mesin Cuci Merek LG di Kota Surabaya

The aim of the research is to analyze the effect of perceived quality and product price on purchasing decisions on LG brand washing machines in the city of Surabaya. The population in this study are washing machine buyers and users in the city of Surabaya. Determination of sampling in research using purposive sampling technique and the number of samples used is 104 respondents. The data used is primary data and data collection is done by distributing questionnaires to buyers and users of LG brand washing machines in the city of Surabaya. Then the analysis technique used is Partial Least Square (PLS). through the results of the study it is known that price perceptions and product quality contribute significantly to purchasing decisions on LG Brand Washing Machines in the City of Surabaya.

Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth

Based on the stimulus organism theory (S-O-R), the current study examines how the chatbot service quality influences e-brand loyalty among luxury fashion brand users and their adoption of it. In the current study, stimuli represent the chatbot service quality and chatbot awareness, prompting positive and negative emotional responses among Chinese users. However, these responses are influenced by the user's experience with chatbot usage, and trust is considered the organism in the S-O-R framework. In response to the user’s ultimate trust, experience, electronic word of mouth (eWOM) and e-brand loyalty are enhanced. Similarly, our study framework is supported by the S-O-R theory. Data was gathered by convenience sampling and a cross-sectional research approach from 301 Chinese consumers of luxury fashion brands. The proposed relationships were tested using PLS-SEM through PLS-Smart software. The findings showed that AI-chatbot service quality significantly influences customer e-brand loyalty. Furthermore, chatbot user trust, experience, and electronic word of mouth significantly mediate the relationship between AI-chatbot service quality and customer e-brand loyalty. In a nutshell, applying S-O-R theory, our proposed model results provide valuable insights into the dynamics of AI-chatbot-driven interactions among Chinese luxury fashion brand consumers. Further, it explains the pivotal role of AI-chatbot service quality in fostering customer trust and e-brand loyalty. Moreover, the current study contributes to theoretical and practical knowledge.