Brand Usage Research Articles

Brand Awareness Influence on the Purchase Intention of New Energy Vehicles under the Moderation of Green Consumption Value, Mediated by Perceived Value

To explore the relationship between brand awareness and purchase intention of new energy vehicles (NEV) and their mechanism, 560 users with recent purchase intention of NEV were surveyed by using the brand awareness scale, perceived value scale, purchase intention scale, and green consumption value scale. The results show that: (1) under the condition of controlling for gender and age, brand awareness can significantly and positively predict the purchase intention of NEV users, (2) brand awareness predicts the purchase intention of NEV users through the mediation of perceived value, and (3) the relationship between brand awareness and the purchase intention is moderated by the green consumption value. Specifically, individuals with a higher level of green consumption values exhibit a stronger correlation between brand awareness and purchase intention compared to those with lower levels of consumption values. The findings of this study shed light on the mechanisms underlying the purchase intention of NEV brand users and offer valuable enlightenments for the marketing strategies of NEV brands.

Research on Private Domain Traffic Operation Link Based on D2C Lead Marketing

This project aims to build an online platform, open up an integrated link integrating brand building, mental planting and effect transformation, obtain user leads through various marketing methods such as content creation and channel delivery, and establish a social customer relationship management system for the third-party automotive industry based on artificial intelligence technology. To carry out the link operation after retention collection, data cleaning, hierarchical screening, AI intelligent customer service, etc., to establish high-quality brand user clues database information. On the basis of exploring the realization of live streaming clues, this project will cooperate with the media operation room to build the mini program platform for users of Zhongqi Media, complete the introduction of the platform for prospective users of online and offline projects of Zhongqi Media, and conduct user operation through the modular construction of the platform. Build a complete private domain operation system of "public domain drainage, content planting, attracting and retaining funds, label classification, private domain precipitation, guided purchase, activation, potential customer tracking, and data duplication".

Autoantibody profiles in intravenous immunoglobulin preparations: A possible cause of mistaken autoimmunity diagnosis.

Intravenous immunoglobulins (IVIgs) derived from the pooled plasma of thousands of donors contain numerous types of IgG molecules, including autoantibodies commonly used to diagnose autoimmunity. While these autoantibodies can cause misinterpretation of serological tests for IVIg recipients, their profiles in IVIg preparations are not fully understood. Using binding-capability based immune assays, we measured 18 varieties of clinically relevant autoantibodies in domestic blood donor-derived IVIg products. In addition, we analyzed an IVIg product from a US brand to evaluate the influence of regional and racial differences. Based on the determined autoantibody titers, pharmacokinetics of passively acquired autoantibodies and their possible detection period in serum were estimated. Anti-thyroglobulin (Tg), anti-thyroidperoxidase (TPO), and anti-Sjögren's-syndrome-related antigen A (SS-A) antibodies were present in considerable amounts in IVIg products. Notably, these three autoantibodies can be detected in IVIg recipients' sera for up to 3 months after infusion. To the best of our knowledge, this is the first study that analyzed multiple autoantibody profiles in both pooled plasma and IVIg products and that further evaluated their potential influences on diagnosis of autoimmunity. Clinicians should keep in mind that IVIgs contain several autoantibodies and that their infusion can produce false-positive serology results. To establish an accurate diagnosis, serological tests must be carefully interpreted and clinical symptoms should be more purposefully considered if patients are receiving IVIg therapy.

The influence of perceived value to customer loyalty with customer satisfaction as an intervening variable on ESSE Brand Users in Manado

In today's competitive business landscape, establishing and maintaining customer loyalty is crucial for the sustained success of brands. This study aims to shed light on how perceived value influences customer loyalty, and how customer satisfaction mediates this relationship. The study employs 100 respondents to gather comprehensive insights from ESSE Brand Users in Manado. The findings show that the perceived value is significant on customer satisfaction but not for customer loyalty while the customer satisfaction is significant on customer loyalty. By exploring the interplay between perceived value, customer satisfaction, and customer loyalty within the context of ESSE Brand Users in Manado, the study aims to provide valuable insights for marketing practitioners to enhance their strategies. Understanding how perceived value and customer satisfaction impact customer loyalty can help businesses tailor their offerings and customer service to build stronger brand loyalty among ESSE users in this specific market.

The Smartphone Revolution: A Comparative Study of Apple and Samsung

In an ever-changing digital landscape, smartphones have evolved from mere communication devices to integral components of modern life, epitomising the fusion of innovation, aesthetics, and practicality. This study offers a thorough comparative analysis of industry titans Apple and Samsung, highlighting their diverging design philosophies, feature sets, and approaches to user experience. Apple's commitment to minimalistic design and seamless integration is examined alongside Samsung's focus on versatility and user customisation, each with its own merits and drawbacks. The paper scrutinises how these contrasting design philosophies manifest in their operating systems—Apple's cohesive iOS versus Samsung's flexible Android framework. Beyond design and functionality, this analysis examines how these decisions impact customer experience, investigating elements like brand loyalty, user personalisation, and consumer choice. Drawing upon a mix of scholarly research and market data, this study is a valuable resource for industry insiders, academics, and everyday consumers. The conclusions derived from this in-depth comparison not only shed light on the reasons behind the market dominance of these two companies but also provide insights into their continued capacity for innovation, shaping consumer expectations and defining the trajectory of the global smartphone industry.

Balancing Brand Safety and User Engagement in a Two-Sided Market: An Analysis of Content Monetization on Reddit

Advertisers aim to avoid content containing controversy, sex, violence, and profanity, while platforms like Reddit aim to monetize as much content with ads as possible. This research explores the dynamics of content monetization in the two-sided market of social media, focusing on Reddit’s brand safety system’s effectiveness in shielding advertisers from unsafe user-generated content (UGC). Analyzing 2,267 active subreddits and 2.74 million submissions over three months in 2022, 55% to 66% of subreddits with relatively high toxicity were deemed acceptable for advertising. Overall, brand safety on Reddit seems to only affect 15% of submissions, with 85% deemed safe for advertising. Inconsistencies in blocking highly toxic subreddits suggest that factors like subreddit size may impact Reddit’s brand safety decisions. Thus, it appears that Reddit’s economic motivations in content monetization outweigh advertiser pressure for brand safety. This research underscores the need for more transparent and precise brand safety solutions. It also suggests that advertiser concern in appearing alongside “unsafe” content is overblown, as no advertisers have spoken out against brand safety on Reddit.

New Trends in Digital Marketing: Analysis of Personalized Brand Communication and User Interaction Effect - Taking Xiaohongshu Platform as an Example

In the development of digital marketing, personalized brand communication, and user interaction analysis have become key components of enterprise strategy. Taking the Xiaohongshu platform as the research object, this article deeply explores how brands can use personalized communication strategies to establish emotional connections with users under new trends, thereby improving user participation and loyalty, and ultimately achieving the goal of enhancing brand image and market competitiveness. Firstly, this article analyzes the characteristics of the Xiaohongshu platform and its role in digital marketing. As a platform that integrates social networking and e-commerce, Xiaohongshu provides a unique environment for brands to attract and maintain user attention through high-quality content and precise target positioning. Next, the article discusses in detail the specific implementation methods of personalized communication strategies. This includes utilizing data analysis to understand user needs, creating content related to users’ personal experiences and interests, and enhancing user engagement through interaction and feedback mechanisms. Finally, this article evaluates the impact of these strategies on user loyalty and brand image. Research has shown that effective personalized communication can not only enhance users’ sense of brand identity but also increase their participation in brand activities, thereby gaining an advantage for the brand in a fiercely competitive market. In summary, this article provides profound insights into brand personalized communication strategies under the new trend of digital marketing and practical guidance for enterprises on how to maintain competitiveness in rapidly changing market environments.

Work[out] from home: examining brand community among connected fitness brand users

Work[out] from home: examining brand community among connected fitness brand users

INFLUENCER MARKETING ON SOCIAL MEDIA: EXPLORING THE ROLE OF SOURCE CREDIBILITY IN GENERATING PARA SOCIAL RELATIONSHIPS AND PRODUCT INTEREST

The purpose of this research is to examine the relation of influencer credibility with product interest through the mediation of para-social relationships. Influencer credibility was measured through the constructs of expertise, attractiveness, trustworthiness, and similarity. By making a conceptual framework and then evaluating it, this research tries to fill the theoretical gaps about the study variables in a digital influencing context. A questionnaire was developed based on items from available literature about the study variables. The target respondents of the study were social media users from Pakistan who are also users of various brands. The data analysis was conducted using the Process “Macro by Hayes” model 4 in SPSS. Key findings show that the credibility of a source is important for building parasocial relationships and product interest. All the hypotheses were supported showing the immense importance of influences in brand Marketing in the current era. The underpinning theory of this study is the source credibility theory which is supported by our findings. The study also opens new avenues for future research including the application of the model in e-commerce and business-to-business sectors of the industry. The results of this research will also help brand managers and digital marketers design their promotional campaigns through the endorsement of online influencers.

Navigating Brand Loyalty: The Dynamic Interplay of Engagement, Attachment, and Usage Patterns

Mobile electronic devices’ demand is greater than any other electronic device currently. This study aims to find the mechanism that creates Brand Loyalty through Brand Engagement in the context of the mobile industry, where market saturation makes it very difficult for organizations to gain it. This study determines the effectiveness of psychological drivers including Brand Awareness; Brand Image; Brand Psychological Ownership; and Value Congruity in developing Customer Brand Engagement, as well as to investigate the effect of Customer Brand Engagement on Behavioral Brand Loyalty through the mediating influence of Brand Awareness. The study also investigated the moderating role of Brand Usage Duration and the role of Usage Frequency between Brand Awareness and Behavioral Brand Loyalty. Customers' data was collected using an existing established questionnaire through convenience sampling, the public intercept sampling approach was used. The data was acquired from 384 respondents. The structure equation model method was used to analyze the data. This study demonstrated the effectiveness of consumer psychological motives in establishing Customer Brand Engagement that further leads to Customer Loyalty and reflects which element is more powerful. Further research indicates the impact of Brand Usage Duration on Customer Brand Engagement and Behavioral Brand Loyalty. All variables were proved to have a positive and significant effect except Usage Frequency. This research will assist Brand managers in determining which aspects are more influential in the growth of Customer Brand Engagement that further leads to Brand Loyalty. Study limitations and future directions have been provided at the end of the study.

Social Distance, Ethics, and Engagement with Social Networks: How Do They Interact?

ABSTRACT Social distance often motivates consumers to increase their interactions through social networking sites. This study identifies antecedents of consumer brand usage and brand connection of SNSs, under the influence of consumer perceived ethics (CPE), during the COVID pandemic and afterward (N = 308). The proposed model was tested using partial least squares-structural equation modeling with AMOS 23. In both periods, this study shows CPE consistently affects consumer engagement and involvement. The results demonstrate that in social isolation, affective engagement has higher relevance to driving Self-Brand Connection (SBC) among consumers and SNSs. On the other hand, CPE was demonstrated to provide consistent and significant effects in both periods, showing its stable capacity to impact brand involvement, engagement, use, and self-connection. In the context of the pandemic, this study demonstrates the consistent effects of CPE and other impacts of Consumer Brand Engagement (CBE) on brand usage and self-connection of SNSs.

A cross-sectional study on stool- and gastrointestinal-related outcomes of Mexican infants consuming different formulae

BackgroundImmaturities present at birth, such as in the gut microbiome and digestive, nervous, and immune system, resolve with time. Nevertheless, this may result in mild digestive symptoms early in life, particularly in formula-fed infants. Formula composition and processing may impact this discomfort. This study therefore aimed to assess stool characteristics and gastrointestinal symptoms of healthy infants fed different formulae.MethodsA multicenter, cross-sectional, observational trial was performed in Mexico between November 2019 and January 2022, where exclusively formula-fed infants (n = 342, aged 1–4 months) were studied in four groups based on their existing formula use. Feeding was continued per practice following label instructions. For 7 days, parents/caregivers were requested to record fecal characteristics, using the Amsterdam Infant Stool Scale, and rate gastrointestinal symptoms. Stool samples were collected to determine pH, dry matter content, and fecal calprotectin levels.ResultsMost infants had a soft/formed stool consistency, although odds for hard stools were different between groups. Gastrointestinal symptom scores revealed significant differences for burping and diarrhea, while other symptoms did not differ between groups. No significant differences between groups were found for stool frequency, dry matter content, and fecal pH. Although calprotectin was within the expected healthy ranges, significant differences among groups were seen. Furthermore, calprotectin significantly correlated with the severity of the gastrointestinal symptoms burping, flatulence, abdominal distension, and diarrhea.ConclusionsDifferences in stool characteristics and specific differences in gastrointestinal symptoms were observed between different formula brand users. This may potentially be explained by the different composition and processing of the formulae, although there are multiple factors that influence the assessed outcomes.Trial registrationThe study was registered in the Netherlands Trial Registry (NL7805), linked to https://trialsearch.who.int/, on 11/06/2019.

Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love

The study was conducted with the aim to evaluate the effect of social media marketing activity on brand loyalty mediated by brand awareness, brand trust, and brand love. Data were collected through questionnaires given to 260 respondents who live in Batam City, and are fans or users of several fast fashion brands in Indonesia, including zara, stradivarius, h&m, and uniqlo. To analyze the data, the software used is Smart PLS. The results obtained through data analysis state that social media marketing activity has a positive and significant influence on brand loyalty, brand awareness, brand trust, and also brand love. Brand loyalty is positively and significantly influenced by brand awareness, brand trust, and brand love. Brand awareness, brand trust, and brand love also mediate positively and significantly in the influence of social media marketing activity on brand loyalty.

Myths and Realities of Retail Shopper Behaviour towards ‘Sustainable’ Brands

Sustainable marketing aims to encourage consumer behaviour that will improve the environmental and social outcomes of consumption. Despite decades of effort, however, manufacturers and retailers often see disappointing shopper responses to their sustainable marketing efforts. This paper argues that this is because many sustainable marketing efforts are hampered by false assumptions about how buyers behave in retail settings. The purpose of this paper is to take two commonly accepted sustainable marketing retail beliefs—that ‘sustainable’ brand buyers are a different type of retail shopper and that they are more loyal to these brands than shoppers of non-sustainable brands—and draw upon two established marketing empirical generalisations, the Law of Brand User Profiles and the Law of Double Jeopardy, both built over decades of research, to show that these beliefs are, in fact, myths. We use 22 sets of continuous data spanning five categories in the UK to illustrate this. Mean Absolute Deviations were used to compare the profile of sustainable brand users against non-sustainable brand users. The Dirichlet model of buyer behaviour was applied to the data to examine loyalty to sustainable brands. The results show sustainable brands are just like all other retail brands in their performance. This is a positive finding as it means they can utilise ‘regular’ brand growth knowledge to increase their market share. Overall, the paper illustrates the process and benefits of moving to a view of sustainable marketing that has stronger scientific underpinnings and that leads to more realistic shopper response expectations for retailers and manufacturers.

Brand Authenticity in The Heart of Local Fashion Brand Consumers and The Need for Relationship

Objective: This study aimed to investigate the antecedents of brand authenticity and its consequences on brand usage intention. Theoretical framework: The growth of the local fashion brands in emerging countries is pivotal due their economic impact, however, the previous studies do still not confirm local brands as the predictable driver in consumer choice. The brand uniqueness value that lies in authenticity needs to be explored furtherly. Method: This study uses quantitative research methods with a multivariate PLS-SEM approach. Respondents were taken from Generation Z who bought and use local fashion brands. There were respondents that eligible for this study obtained by online questionnaire. Result: The result of this study has contributed two new insights to the marketing field. Firstly, this study established the relevant dimensionality of brand authenticity in the context of fashion brands. Secondly, so far this is the first study that demonstrated the link between marketing content to brand authenticity mediated by brand clarity communication, and further its impact on brand usage intention through brand relation quality. In addition, this study indicates the moderating role of brand involvement in the brand authenticity formation. Conclusion: this study contributes new insights into the marketing field, through established the dimensionality of brand authenticity in the context of fashion brands. Lasty but most important finding that this study revealed the brand authenticity as heart of branding process from content, mediated by brand clarity and outflow the impact on brand usage intent through the brand relation quality. The notable of brand building in local fashion is to pursue relationship as the important direction to develop long lasting brand for generation Z.

Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts

Users’ increasing adoption of voice assistant services is fostering the growth of a novel strand of marketing research on the branding implications of brand anthropomorphism (BA). However, the branding outcomes of brand anthropomorphization in this research area remain underinvestigated. Accordingly, in the name-brand voice assistant (NBVA) interaction field, this study tests a model of the consequences of brand anthropomorphism, outlining the relationships among brand anthropomorphism, brand trust, and multidimensional consumer–brand engagement (CBE), i.e., the relevant cognitive, affective, and behavioral dimensions, as well as the moderating role of perceived privacy risk. A survey of young adults shows that brand anthropomorphism positively affects brand trust as well as the affective and behavioral dimensions of CBE. Furthermore, perceived privacy risk positively moderates the relationship between brand anthropomorphism and brand trust. Specifically, the influence of brand anthropomorphism on brand trust is strengthened at higher levels of perceived privacy risk. This article thus enriches the understanding of brand anthropomorphism and user VA response by exploring underresearched branding outcomes of BA in the context of NBVA interaction.

The Longitudinal Effect of Digitally Administered Feedback on the Eco-Driving Behavior of Company Car Drivers

In the global fight against climate change, stimulating eco-driving could contribute to the reduction of CO2 emissions. Company car drivers are a main target in this challenge as they represent a significant market share and are typically not motivated financially to drive more fuel efficiently (and thus more eco-friendly). As this target group has received little previous research attention, we examine whether digitally administered feedback and coaching systems can trigger such company car owners to drive eco-friendly. We do so by using respondents (employees of a financial services company (N = 327)) that voluntarily have a digital device (‘dongle’) installed in their company car, which monitors and records driving behavior-related variables. In a longitudinal real-life field study, we communicate eco-driving recommendations (e.g., avoid harsh braking, accelerate gently, etc.) to the respondent drivers via a digital (computer) interface. Over a 21-week time frame (one block of seven weeks before the intervention, seven weeks of intervention, and seven weeks after the intervention), we test whether eco-driving recommendations in combination with personalized, graphical ‘eco-score index evolution’ feedback increase eco-driving behavior. We also experimentally evaluate the impact of adding social comparison elements to the feedback (e.g., providing feedback on a person’s eco-driving performance compared to that of the same car brand users). Structural Equation Modeling (in MPlus 8.4) is used to analyze data. Our results show that digitally administered personal performance feedback increases eco-driving behavior both during and after the feedback intervention. However, we do not observe increased effects when social comparison information is added to the feedback. As this latter element is surprising, we conclude with a reflection on possible explanations and suggest areas for future research. We contribute to the sustainable eco-driving literature by researching an understudied group: company car drivers. More specifically, we contribute by demonstrating the effectiveness of digitally administered personal performance feedback on eco-driving for this group and by observing and reflecting on the (in)effectiveness of feedback containing social comparison information.

Analysis of Beijing Consumers’ Brand Value and Experience on Smartphones

With the rapid development of modern technology, smartphones have become an indispensable part of modern people’s lives. In the fierce market competition, the brand value and user experience of smartphones are important factors affecting consumers’ choices. In this regard, this paper takes Beijing consumers as the research object, discusses the perception of smartphone brand value and experience evaluation of Beijing consumers, and puts forward suggestions to improve consumers’ smartphone brand experience.

Social influence of the “rational flow” communication model of brand community participation in four-wheeled vehicle companies as a supporting correlation for knowledge exhibitions

This study aims to brand community research by proposing and testing a model of user participation in brand communities. The authors conceptualise three antecedents of brand community participation (e.g., individual, relationship, and group) based on qualitative results and an extensive literature review. The empirical analysis comes from data related to the official car brand community and supports most of the hypotheses. However, several differences emerge between users of official car brands and unofficial dealers regarding the correlation factor in the level of knowledge exhibition. Additionally, critical mass perceptions explain some of the social mechanisms underlying members' decisions to participate in brand communities. Finally, quantile regression analysis extends previous literature by showing that different exchange rules motivate brand users, depending on their level of participation. This paper discusses the managerial implications of these findings as well as some important issues and lines of research.

Does Brand Choice Matter: Associations Between Usual E-Cigarette Brands and E-Cigarette Use Patterns Among U.S. Youth, 2021.

To inform youth about e-cigarette use prevention, it is important to understand whether using e-cigarette products from certain brands is associated with youth's differential e-cigarette use patterns and willingness to quit e-cigarettes. Data for this study come from the 2021 U.S. National Youth Tobacco Survey (NYTS). The sample was current (past-30-day) e-cigarette users (unweighted n = 1,436). We examined the associations between users' usual e-cigarette brands (Puff, Vuse, Smoke, JUUL, and others) and e-cigarette use patterns (use frequency, use with nicotine, use with flavors) and willingness to quit, controlling for covariates. In 2021, 25.6%, 9.7%, 8.1%, and 6.5% of users reported Puff, Vuse, Smok, and JUUL as their usual brands, respectively. Having Smok as a usual brand increased the odds of frequent e-cigarette use compared with other brands. Using Puff, Vuse, and Smok increased the odds of using e-cigarettes with nicotine. Using Puff and Smok increased the odds of using e-cigarettes with any flavors and fruit flavors, and using Smok and JUUL increased the odds of using mint flavors. Finally, using Vuse reduced the odds of having a willingness to quit e-cigarettes. Puff products, which are likely to be used infrequently and with fruit flavors, were the most endorsed usual brand by youth users. Vuse and Smok brand users demonstrated problematic use patterns, including high-frequency use of nicotine and reduced willingness to quit. The high prevalence of using flavors, especially banned flavors (e.g., mint for JUUL products), suggests the need for tightened restrictions on youth's access to flavored e-cigarettes.