Brand Value Research Articles

Customer Brand Engagement and Value Co-Creation for Green Product During the COVID-19

Global warming that is happening today is the effect of extreme climate change. This is a concern for companies to issue environmentally friendly products. The Covid-19 pandemic has forced many businesses to change their processes to adapt to the new normal. Due to the fear of contamination caused by the COVID-19 pandemic, consumers are starting to shop from home rather than going out, as they perceive it as low risk. Therefore, there has been a change in consumer attitudes and behaviour, and this pandemic has changed consumer buying behaviour. Brands are advised to continue to carry out genuine communication with the public through various social media to build stronger bonds (solid bonds) with potential consumers to create shared value creations, especially during the COVID-19 pandemic, which adopts the new normal and stays at home. Aim: This study aims to understand better the nature of engagement that creates value co-creation during the COVID-19 period and in the future for green products. Method: This paper conducted an online survey with 130 adult subjects. This paper used structural equation modelling was used to test research hypotheses. Result: The results analysis revealed that customer experience has a significant effect on individual customer brand engagement and community customer brand engagement. In addition, individual customer brand engagement significantly impacts value co-creation. This paper contributes to consumer buying behaviour for green products during the COVID-19 pandemic.

From Compliance to Capability: On the Role of Data and Technology in Environment, Social, and Governance

The importance of Environment, Social, and Governance (ESG) considerations for businesses has evolved from compliance to a strategic imperative. This shift is driven by increased investor scrutiny, reputation and brand value impact, talent attraction, innovation stimulation, community relations, and global regulatory requirements. At the same time, the ESG regulations and policies, related technological landscape, and market trends are continuously changing. It is, therefore no longer tenable for firms to stick to a minimalistic approach of ESG regulatory box-ticking ‘compliance’; instead, it is becoming increasingly critical to develop ESG ‘capabilities’ that help firms to seamlessly and proactively adapt themselves to the changing environment and even turning it into new (strategic) opportunities rather than reluctantly reacting to change, being operationally and organizationally overwhelmed, and disrupted, often with inadequate response and poor adoption as result. Many studies show that data and technology can be powerful enablers of such capability. The evidence is, however, unstructured and dispersed. In response, this study consolidates existing research and presents a comprehensive conceptual framework, bridging the fragmented landscape of ESG data and the technology literature. It offers practical guidance for firms, helping them lay holistic data and technology foundations for ESG and advance toward higher maturity levels in their ESG capability.

The role of information on social media marketing on purchase decision: Examining the mediating role of brand value

The role of information on social media marketing on purchase decision: Examining the mediating role of brand value

Building and communicating territorial brand values: The case of Destination British Columbia

In today's interconnected world, effectively communicating territorial values is paramount for regions seeking to distinguish themselves globally. Effective destination branding requires carefully synthesizing cultural, historical, natural, and socioeconomic elements to create an enticing identity for tourists, investors, and locals. How a region communicates its unique attributes is crucial in shaping its perception and attractiveness in a highly competitive global market. British Columbia is a prime example of successful destination branding, thanks to its remarkable cultural diversity and breathtaking natural landscapes. BC has effectively conveyed its values and appeal to a worldwide audience through various innovative strategies and platforms. This paper explores BC's communication efforts through its website and social media, analyzing how it conveys its essence to a diverse audience and positions itself on the world stage. Ultimately, BC's success in this domain highlights the critical role of effective territorial value communication in today's globalized world.

Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms

Purpose This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes. Design/methodology/approach Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes. Findings Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes. Practical implications These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication. Originality/value This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

Marketing of higher educational services on social media platforms: Analysing its impact on faculty–student relationship quality and institution's brand performance

AbstractHigher education institutions (HEIs) have focused on branding to facilitate meaningful and productive conversations about their brand values with potential students, given the competitive global expansion environment in which HEIs operate. This study empirically explores the association between brand performance and relationship quality of HEM. The quantitative findings were evaluated by students from Indian HEIs (N = 365). For the evaluation of the data, structural equation modelling was implemented. A Regression Analysis was used to examine the Social Exchange Theory. The results of this research expose that information quantity, content sharing, and surveillance had a significant influence on relationship quality. Also, social communication, content sharing, information quantity, collaborative learning, and surveillance had a significant impact on brand performance. Future investigation should consider additional mediating aspects regarding social media users' opinions.

The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry

In the agri-food industry, strategic digital branding and digital marketing are essential for maintaining competitiveness. This study examines the economic dynamics and impact of desktop and mobile customer analytics on digital branding strategies within the sector. Through a comprehensive literature review, this research utilizes empirical evidence to validate hypotheses regarding the influence of desktop and mobile analytics metrics on key digital branding metrics and value creation. This study explores various branding indicators by utilizing descriptive statistics, correlation analyses, regression models, and fuzzy cognitive mapping (FCM). The findings reveal significant correlations between desktop and mobile analytics and digital branding outcomes, underscoring the critical role of digital analytics and Decision Support Systems (DSSs) in shaping modern branding strategies in the agri-food industry. This study highlights the economic implications of desktop and mobile customer analytics on digital branding, providing insights to enhance market performance and foster sustainable growth in the agri-food sector.

Identifying and Categorizing Pricing Indexes of Brand Value in the Auto Industry in Iran

El presente estudio es una investigación aplicada y exploratoria que tiene como objetivo identificar y categorizar índices de precios de valor de marca en la industria automotriz. La población del estudio incluye una gran cantidad de élites académicas y administrativas que tenían conocimientos sobre la industria automotriz, las marcas y la valoración de marcas. Se seleccionó a 35 expertos mediante un método de muestreo basado en criterios. También se utilizaron entrevistas abiertas para identificar índices de precios de valor de marca, que luego se categorizaron mediante un cuestionario cerrado de escala Likert de cinco puntos. En la fase de categorización y selección se utilizaron análisis descriptivos e inferenciales como la prueba de Kolmogorov-Smirnov, la prueba t de una muestra, el análisis factorial exploratorio y la prueba de medias. El análisis de los datos se realizó mediante Excel y SPSS. Finalmente, se identificaron 9 dimensiones mayores (diferenciación, crédito, conciencia, vinculación, confianza, calidad, lealtad, responsabilidad social, asociación) y 28 índices menores.

Translating virtual product scarcity in gaming to real‐world brand value

AbstractThis study explores how the scarcity of virtual products in virtual gaming spaces influences brand evaluation in the real world. While previous studies suggest that scarcity in virtual spaces can enhance brand value, the mechanisms and conditions under which this effect occurs (e.g., the characteristics of virtual spaces, consumer traits, and stimulus). Drawing on insights from scarcity research on physical products, we propose that the effects of scarcity may stem from the expectation of impression management. We developed a model that incorporates insights from physical product scarcity research with the unique aspects of virtual spaces and consumer characteristics. Through four studies, we discovered that the effect of supply scarcity in enhancing brand evaluation is pronounced when the space is online and when consumers have a high level of social presence. Furthermore, in cases where social presence is not high, encounters with others wearing scarce products were found to enhance the scarcity effect. Companies can enhance brand evaluation by strategically using virtual product scarcity in online gaming, particularly when targeting consumers with high social presence or creating opportunities for players to interact with others wearing scarce items.

Role of Social Media Influencers in Brand Management in Indonesia

Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of social media influencers in brand management in Indonesia has become increasingly significant, reshaping how brands connect with their target audiences and build their market presence. Influencers, with their substantial followings and authentic engagement, have emerged as powerful intermediaries between brands and consumers, effectively amplifying brand messages and enhancing brand visibility. By leveraging the trust and relatability that influencers command, brands in Indonesia have successfully tapped into niche markets, driving higher engagement rates and fostering stronger consumer loyalty. Influencers' ability to create compelling, personalized content allows brands to convey their values and narratives in a more relatable and impactful manner, resonating deeply with diverse consumer segments. Unique Contribution to Theory, Practice and Policy: Social Influence Theory, Source Credibility Theory & the Elaboration Likelihood Model (ELM) may be used to anchor future studies on Role of Social Media Influencers in Brand Management in Indonesia. Brands should prioritize authenticity and transparency in their influencer partnerships to build trust and credibility with consumers. Encouraging influencers to disclose sponsored content and maintain genuine relationships with their followers enhances brand authenticity and fosters long-term brand-consumer relationships. While macro-influencers may have larger followings, micro-influencers often offer higher engagement rates and niche audience targeting. Brands should consider partnering with micro-influencers who align with their brand values and target demographics to maximize the impact of influencer marketing campaigns. Governments and organizations should invest in influencer education programs to equip influencers with the necessary skills and knowledge to navigate ethical and legal considerations in their content creation and brand partnerships. Providing influencers with guidance on best practices and compliance standards promotes responsible influencer marketing practices and enhances the overall integrity of the industry.

The Impact of Agricultural Product Geographical Indications on E-commerce Brand Value under Private Domain Operations

China s agricultural e-commerce trade has exhibited a consistent and sustained growth trajectory in recent years which has not only reinforced China s economic development but has also emerged as a pivotal catalyst for the transformation of the country s agricultural development model. Currently, most Chinese agricultural e-commerce brands are confronted with several challenges. In this paper, starting from the private domain operations of e-commerce brands, agricultural product geographic identification, and e-commerce brands value by combing domestic and foreign scholars research summary, the results show that: (1) Private domain operations have a significant positive effect on the brand value of agricultural e-commerce. (2) The establishment and proliferation of geographical indications for agricultural products could enhance the value of e-commerce brands. (3) Geographical indications of agricultural products and private domain operations act as a guiding, influencing, and promoting role with respect to each other s development and operation. Finally, the author synthesizes the extant literature and research findings from both domestic and international sources, and presents the corresponding conclusions and proposes countermeasures for the principal challenges which are the development of Chinese agricultural e-commerce brands currently facing.

Finding Brand Values That Matter to Employees

Employee-brand value congruence plays a significant role in transforming service employees into brand ambassadors. However, most studies examining this construct have utilized reflective measures that only render overall congruence levels. Considering the multi-facet nature of brand values, we advance a Multiple Indicators Multiple Causes model (MIMIC model) that assesses both the overall level of value congruence and the contribution of specific brand values that drive the congruence perception. Through two empirical studies, the findings strongly support the validity of this approach and demonstrate how to identify specific brand values that resonate with employees to design effective internal branding programs.

Research on dynamic pricing and coordination model of fresh produce supply chain based on differential game considering traceability goodwill

This study aims to solve the current pricing and coordination problems in the fresh produce supply chain by proposing a dynamic pricing and coordination differential game model based on traceability goodwill to optimize the operational efficiency and profitability of the supply chain. Freshness and traceability are critical consumer trust and brand value factors incorporated into the dynamic pricing and coordination model in the agricultural supply chain. The research methodology of this paper integrates critical factors such as supply chain cost and market demand to construct a comprehensive differential game model. It also highlights the motivation of dynamic pricing strategy and coordination mechanism based on traceability goodwill. Through traceability goodwill, operating companies can better assess and manage product quality and improve consumer trust in agricultural products, thus enhancing brand value. The dynamic pricing strategy based on traceability goodwill can flexibly adjust prices according to changes in the quality characteristics of agricultural products and market demand, realizing a dynamic balance between supply and demand. On the other hand, the mutual cost-sharing and coordination mechanism promotes the synergy between the various links of the supply chain. It improves overall efficiency through cooperation coo, coordination, and other means. The validity and reliability of the model are verified through numerical simulation experiments. The numerical simulation results show that the dynamic pricing and coordination model based on traceability will significantly improve supply chain efficiency and profitability compared with the traditional model. Specifically, the interests of supply chain participants are balanced, and the overall supply chain operational efficiency is improved. The main contribution of this study is to propose a dynamic pricing and coordination model based on traceability goodwill and verify its superiority through numerical simulation experiments. This study provides a valuable reference for fresh agricultural products supply chain management and offers new ideas for improving supply chain efficiency and profitability.

The value of a strong national brand to cultural heritage and sustainable tourism (Case study: building the Thai brand image through the world expositions)

The value of a strong national brand to cultural heritage and sustainable tourism (Case study: building the Thai brand image through the world expositions)

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.

Factual Analysis of Factors Influencing Consumer Cognitive Thinking and Automobile Designing using Fuzzy-AHP

Consumer cognitive and emotional responses significantly impact consumers’ affinity for both tangible and intangible products. Recent research underscores the heightened influence of consumer emotional and cognitive perceptions in product design, surpassing reliance on designers’ instincts or experiences. This case study delved into the analysis of automobiles, using cars as focal product. While visual elements like curve lines, grill design, and color predominantly shape consumer perspectives, non-visual factors such as reliability, quality, and ergonomics play a pivotal role in purchasing decisions. Our investigation, involving six industrial experts and over 130 participants, explored non-visual factors affecting consumers’ cognitive perceptions during car purchasing. Through a two-phase experimental approach, we developed a framework to understand the disparities in ranking assigned by consumers and designers to these non-visual factors, revealing perception gaps. Utilizing the rank value methodology, the Pareto principle, and Fuzzy-AHP analysis, we identified mileage/fuel efficiency, safety features, and reliability as dominant factors influencing consumer perceptions. Designers, on the other hand, prioritize safety features, reliability, and quality/warranty. Our findings emphasize the strategic significance for automobile companies to enhance their success rates by prioritizing these key factors, ultimately elevating brand value, profile, and overall financial prosperity.

Research on Moutai Cross-border Product Marketing Optimization Strategies: Taking Moutai Ice Cream as an Example

Purpose - On May 19, 2022, Moutai and Mengniu reached a strategic cooperation, announced the opening of the country’s first Moutai ice cream flagship store, and launched Moutai ice cream in various flavors including original, vanilla and other flavors, achieving growth against the trend. Moutai has entered the high-end ice cream market by engaging in strategic collaborations with Mengniu. However, in the marketing process, since Moutai ice cream is not a traditional alcoholic product, Moutai needs to explore new marketing methods. Design/Methodology/Approach - This article utilizes the 4P theory as a framework to elucidate the present status of Moutai ice cream products, encompassing pricing, distribution channels, and promotional strategies. Secondly, it highlights the issues and underlying reasons in the marketing of the Moutai ice cream brand. Finally, specific countermeasures and suggestions were proposed regarding brand value, brand culture, cross-border channels, and communication methods. Findings - Summarizes the existing problems such as product cross-border impact on brand value, the launch of new products that fails to continue the image of Moutai, the limitations of radiating target consumer groups, and the lack of interaction between Moutai ice cream and consumers, etc., and puts forward specific issues. Countermeasure suggestions. Research Implications - The research in this article has enhanced the cross-border marketing capabilities of Moutai ice cream, which is significant for improving the sales level and brand influence of Moutai ice cream. It also provides reference and guidance for other companies in the industry regarding their brand’s cross-border strategies.

Attributes of the metaverse and consumers’ perceived values of fashion brands in virtual spaces

Attributes of the metaverse and consumers’ perceived values of fashion brands in virtual spaces

Accelerating Brand Value: The Role of CSR in Shaping Automotive Brand Reputation and Consumer Preferences

Objective - The increasing concern surrounding automotive product recalls has captured the attention of stakeholders due to the significant potential risks faced by consumers. These recalls have a profound impact on the public perception of automakers. While numerous studies have investigated the relationship between corporate social responsibility (CSR), reputation, and consumer behaviour, there has been a notable lack of research on the influence of CSR and reputation on consumers' intention to purchase automotive brands specifically. To address this research gap, a comprehensive quantitative study was conducted, involving the distribution of questionnaires to 419 automotive customers in Malaysia. Methodology/Technique - The collected data from 419 automotive customers in Malaysia were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), which allowed for the testing and confirmation of both measurement and structural models. Findings – Economic responsibility, legal and ethical responsibility, and philanthropic responsibility were found to significantly affect organizational reputation. However, only economic responsibility and philanthropic responsibility influence the intention to purchase when mediated by organizational reputation. By examining the impact of CSR and reputation on Malaysian customers' intention to purchase, this study provides valuable insights into an underexplored area of research. Novelty - This study contributes to the existing literature by specifically focusing on the influence of CSR and reputation on consumers' intention to purchase automotive brands in Malaysia. It utilizes robust quantitative methods to analyse data from a sizable sample of automotive customers, shedding light on an important aspect of consumer behaviour in the automotive industry that has been relatively understudied. Type of Paper: Empirical JEL Classification: M14, M31 Keywords: Brand Value, Corporate Social Responsibility; Brand Reputation; Purchase Intention. Reference to this paper should be made as follows: Ismail, Z; Mohamed, W.N.W. (2024). Accelerating Brand Value: The Role of CSR in Shaping Automotive Brand Reputation and Consumer Preferences, J. Mgt. Mkt. Review, 9(2), 76 – 86. https://doi.org/10.35609/jmmr.2024.9.2(3)

The planning process for marketing a service about to enter a foreign market: a concept case study

Purpose of the article – this case study aims to provide a strategic marketing plan aimed at facilitating a successful deployment of the conceptual “BurKI” SaaS into the highly competitive German market. Research methodology – the concept is developed based on the analysis of market dynamics, competitor landscape, and cultural nuances of the target consumer base. Drawing from the 7P Marketing Mix framework, we consider product adaptation, pricing strategies, distribution channels, promotional strategies, and organizational structuring. Findings – this study highlights the importance of localization, the digital nature of its marketing strategy, and alignment of brand values with the target consumer. It expands on the need for flexibility, adaptability, and continuous monitoring to ensure effective implementation, and lastly market penetration. Practical implications – the herein described strategies aim to offer practical insight for businesses seeking to expand into international markets, particularly culturally diverse targets like Germany. By putting emphasis on customer-centricity, agility, and innovation, businesses can improve their competitiveness and establish a strong presence. Originality/Value – this concept case study contributes to the literature by providing a comprehensive marketing plan tailored specifically for the German market, integrating both theoretical frameworks and practical insights. It highlights the importance of cultural sensitivity and strategic planning in the deployment of an international marketing campaign