Brand Value Research Articles

THE EFFECT OF ATTITUDE TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON BRAND VALUE AND CONSUMER BEHAVIOR

As consumers begin to spend more time on social networks, social media platforms have become commercial marketing tools. Advertisements for any goods, services or brands, especially on social media platforms, have become effective. Social media advertisements have begun to be very effective on consumers' brand value perception and preferences, and this affects the consumer's thoughts in terms of awareness, loyalty and quality in the context of brand value. As a result, unplanned purchasing behavior has come to the fore. The aim of this study is to investigate the effect of consumers' attitudes towards social media advertisements on brand value and consumer behavior. The data obtained within the scope of the research was obtained by online survey method between 10 March and 30 April 2024. During the data analysis process, SPSS 25.0 and AMOS 26.0 package programs were used within the scope of the research. The results obtained reveal that the attitude of consumers towards social media advertisements has a positive and statistically significant effect on brand value and consumer behavior. In this context, it is seen that social media advertisements play a decisive role in the changes in consumers' perception and this effect indicates a positive relationship between brand value and consumer behavior.

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Abstract The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand value on loyalty and recognition indicators is proposed. Indicators that reflect the complex nature of loyalty and recognition indicators are defined. The author’s methodological approach to assessing brand value is described, which involves conducting a survey of representatives of the target audience of the studied brands, forming a database for brand evaluation, calculating the values of partial indicators, calculating the integral indicator of loyalty/recognition. The quantitative criteria for selecting brand strategies in the matrix «Loyalty-recognition (L/R)» are determined. Depending on the values of the integrated indicators - loyalty and recognition - the matrix «L/R» is proposed, which allows to choose marketing strategies for brand development. The following marketing strategies are proposed in the matrix: expanding awareness, building a brand, preserving and protecting brand positions, and building loyalty. The key elements of the proposed marketing strategies are described. The article conducts a thorough analysis of the Ukrainian dairy market, identifies its problems and prospects. The results of surveys to determine loyalty/recognition for the most famous dairy brands in Ukraine are presented. A matrix «L/R» has been built for them. Appropriate marketing strategies for dairy brands are proposed with basic recommendations for their development.

Critical Review of Organizational Factors Affecting Employee Well Being in Hotel Industry

Employee well being is very important to encourage positive performance, which in turn will encourage employee behavior. Employee well being is a challenge facing the hotel industry today and the main thing to consider for the hotel industry for b usiness sustainability. As an important industry of service industry, hotel industry has increasingly become an important part of the present stage and the well being of its employees is crucial to the long-term stability and development of the organization Well being research in the service industries, including hospitality, has been growing. Specific studies on well being in the hotel industry in China may contribut e to this trend The well-being of hotel employees in China has been a growing concern in recent years. As the tourism industry continues to boom in the country, hotel employees are facing increasing demands and pressures in their daily work. From this poi nt of view, through sorting out the existing relevant literature and research results, this study seeks insights into organizational factors such as organizational culture, corporate social responsibility, work life balance, high performance work systems t hat may influence employee well being in hotel industry. This research may contribute to the management and organizational studies, provides an opportunity to validate existing organizational behavior and management theories in the context of the hotel ind ustry. The paper may offer insights that can be generalized to other service oriented industries, providing a broader theoretical understanding applicable beyond the hotel sector. This research may enhance employees' work productivity and efficiency, serv ice quality , customer satisfac tion, employee retention rate, reputation and brand value, also may demonstrate corporate social responsibility.

GENESIS OF THE CONCEPT OF «GOODWILL»

Goal. The problem of defining the essence of goodwill lies in its complex and multifaceted nature. Goodwill formation occurs constantly, but as a fully-fledged accounting object, disclosed in consolidated financial statements, it arises during business combinations. Various stakeholders have subjective perceptions of goodwill, complicating its definition, evaluation, and accounting. The relevance and purpose of the research lie in the necessity of formulating a comprehensive approach to understanding the essence of goodwill, considering its etymology, analysis of domestic and foreign contemporary and historical sources, existing approaches to interpretation, and highlighting key categories. Method. The research utilized methods of systemic analysis, synthesis, comparison, systematization, analogy, and generalization. Results. The global economy witnesses an increase in the value of intangible assets and goodwill. The change in the dominance of approaches to understanding the essence of goodwill, analysis, and systematization of existing sources allowed identifying that for the current stage of development of this concept, the recognition of its complexity and diversity is characteristic. This necessitates the identification of key components of goodwill, analyzing their role in business value management, brand value enhancement, and capital accumulation. The main focus is on using goodwill to measure consumer trust, shape the company's reputation, and assess its performance. The proposed comprehensive definition of goodwill as a special intangible asset that reflects the added value of the business, potential for future income generation, shaped by the interaction of components such as reputation, brand, recognition, image, corporate style, customer loyalty, corporate culture, technological advantages, customer base, trade secrets, know-how, research, development, innovation, patents, licenses, copyrights, government grants, partnerships, competencies, managerial qualities, social and environmental responsibility, collectively providing business with competitive advantages, investment attractiveness, and contributing to its successful operation. The proposed definition will most fully account for the key components of goodwill expression and generation, helping to comprehensively understand its essence and positively impact the market capitalization of the business. Practical significance. Correct understanding of goodwill is important for accurate assessment, completeness of disclosure in consolidated financial statements, and for effective management and justification of investor decisions.

The Brand Premium

Abstract We highlight the limitations of using cumulative advertising expenses as an input measure of brand value. Using two output measures—Interbrand’s data and a novel text-based measure—we find that an equal-weighted portfolio of top brands yields an annual abnormal return of 3%. The excess returns are driven by companies that develop their brands internally. Intangible factors proposed in the literature have no explanatory power for the premium. Analysts underestimate the future earnings of top brands, leading to significant excess returns following earnings announcements. We find no abnormal returns associated with the input measure of brand value. (JEL G4, G12, G14, M41)

Towards a monumental experience: Fandom and corporate imaginary within the LEGO inside tour

Global car, fashion, and media brands invite enthusiasts to participate in corporate values through brand museums, visitor centers, and factory tours. Those guided tours offer a means to engage their fanbase with the product/service in a more interactive and immersive manner. This study has in its focus the LEGO Inside Tour as a branded assembled spatial story of experiential consumption. Rather than focusing on theme parks as a historically proven place-based engagements with the industry, this study embarks on a journey into a consumer experience via architectural, material and performative inside tour created by the LEGO Group as a corporate engagement strategy filled with commodified meanings of fandom and nostalgia. Drawing from ethnographic fieldwork as a participant observer during the 3-day LEGO Inside Tour in Denmark, the author will discuss the externalization of LEGO brand values into meaningful spaces with symbols of LEGO corporate culture and nostalgia. Finally, the study offers a contextualization of a monumental experience in brand-related places and its role in the contemporary fandom.

Blockchain Traceability Process for Hairy Crab Based on Cuckoo Filter

With the rapid development of global information technology, smart agriculture has gradually become an important force to promote agricultural modernisation. Taking Yangcheng Lake hairy crabs as the research object, this paper constructs a full-chain traceability process for hairy crabs integrating blockchain and Internet of Things technology in response to the demand for the enhancement of its brand value and market competitiveness. The model covers all aspects of breeding, processing, and transport to sales; realises end-to-end transparent regulation; effectively guarantees the authenticity and non-tamperability of information; and enhances consumers’ trust in the brand. At the technical level, this paper designs the ECMI (Enhanced Cuckoo Merkle Index) model, optimises the data storage and retrieval mechanism, and experimentally verifies the advantages of cuckoo filters over traditional Bloom filters in reducing false positives and improving query efficiency. This paper not only provides an efficient and safe traceability solution for the hairy crab industry in Yangcheng Lake but also provides technical support and practical cases for the further application of blockchain technology in smart agriculture, which is of great value for the realisation of the national rural revitalisation strategy.

The model‐sizing dilemma: The use of varied female model sizes helps the impressions of brand values but hurts shopping ease

AbstractConsumer demand for size‐inclusive fashion is growing, including the call for clothing to be modeled in larger sizes. This call has prompted brands to decide how to model their clothing, in particular, on category pages (i.e., webpages where consumers compare different items). Should brands use varied model sizing, where clothing is presented using models of various sizes? Or should brands use traditionally thin models who are the same nonvaried model size? This research explores female consumers' responses to varied model sizing. Across five studies, we demonstrate a model‐sizing dilemma where female consumers rate impressions of brand values higher but rate shopping ease lower when brands use varied rather than nonvaried model sizing. We show the decrease in shopping ease is driven by lower perceptions of organization during the shopping experience. Importantly, we find that this dilemma can be mitigated by displaying varied model sizing in a more organized manner using hover and filter features.

Unlocking the relationship between destination brand value and tourists' intentions to visit: A case study in Quang Binh province

This study aims to explore the factors that constitute the concept of destination brand value and analyze the influence of these elements on tourists' intention to choose a destination. The destination is seen as a brand that builds and maintains a unique venue image, enhances its competitive position and attracts visitors to this destination. Vietnam has much potential to attract tourists with its scenic landscapes and historical cultural relics. However, since COVID-19, attracting tourists has yet to be able to compete with other countries in the region such as Thailand, Singapore and the Philippines. How can Vietnamese destination brand value be improved to compete in attracting tourists? To answer the above research question, a quantitative approach was applied. Data was collected from 295 tourists intending to visit Quang Binh, a central province of Vietnam with many famous natural, cultural and historical attractions. Through exploratory factor analysis, research results show that three factors of brand value impact the online travel experience: destination image brand quality, destination brand awareness and destination brand image. This study confirms the positive relationship between online destination brand experience and destination intention to visit. Some implications are proposed for managers in the tourism industry to improve the competitive advantage of the Quang Binh destination brand.

Investigating the Effectiveness of Advertising on Customers' Minds Using Neuromarketing

Purpose: The main objective of this study is to investigate the possibility of the impact of advertising on customer minds using neuro-marketing in Tabarak food products, according to experts' opinions. Nowadays, advertising costs have skyrocketed, making it crucial for large organizations to investigate the impact of advertising on customers' minds. One method of evaluating the impact of advertising on customer minds is through neuromarketing. Using its specialized tools, neuromarketing achieves its goals more accurately than other marketing methods. Methodology: This survey-analytical study has a statistical population of 104 sales experts from food industry companies and advertising company managers in Mashhad. The sample size was 82 individuals based on simple random sampling according to the Krejcie and Morgan table. Findings: PLS software was used to examine the statistical hypotheses, and the results of this study showed that the output of neuro-marketing has a positive effect on the effectiveness of advertising. Originality/value: The positive impact of advertising effectiveness on brand value, brand trust, and purchase intention was confirmed.

Influencer-consumer fit and intention to co-create brand value: The serial mediation of influencer authenticity and attitude toward brand

Social media influencer marketing has emerged as an essential marketing strategy in the online interactive environment. This study investigates the impact of influencer-consumer fit (ICF) on behavioral intentions; intention to co-create brand value (ICC) and purchase intention (PI), with the serial mediation of influencer authenticity (IA) and attitude toward brand (ATB). A self-administered questionnaire was distributed to followers of social media influencers in Pakistan. The data were collected from 421 female followers of social media influencers through survey and partial least squares—structural equation modeling was used for data analysis. The findings reveal that ICF impacts IA, while the latter impacts ATB. ATB in turn impacts behavioral intentions. The direct effects suggest that ICF impacts consumers’ PI but not the ICC. However, with the serial mediation of IA and ATB, the relationship becomes significant. The findings of this study may assist managers in building brand strategies to achieve excellence in a highly dynamic and competitive market by leveraging the power of influencer marketing.

Deep Learning based Counterfeit Nike Shoes Detection using YOLOv8 for Object Detection

The fashion and footwear industries, where brand value and customer trust are paramount, are under constant threat from counterfeit products. This research presents a deep learning-based solution for detecting counterfeit Nike shoes using the YOLOv8 model for object detection. the dataset included four classes: “Nike Fake Air Force,” “Nike Fake Jordan 1,” “Nike Original Air Force,” and “Nike Original Jordan 1,” comprising a total of 3,860 images. These were split into training (70%), validation (20%), and testing (10%) sets. The pre-trained, medium-sized YOLOv8 model was used for detection and classification, yielding promising results. The model achieved a mAP of 95.0%, with precision and recall scores of 92.2% and 91.8%, respectively, on the validation set. The images were web scrapped with the Chrome extension called "Download All Images" and then manually filtered so that they would be relevant and of good quality. Each image was then manually labelled using the RoboFlow platform. Nevertheless, the model appears to be promising for implementation in combating counterfeit products, with a high potential accuracy and efficiency.

Navigating the artificial intelligence frontier: Strategic imperatives for safeguarding brand integrity

This paper delves into the transformative era of generative artificial intelligence (GenAI) in marketing, underscoring the vast potential of AI to revolutionise marketing strategies through enhanced personalisation and efficiency while highlighting the rapid adoption rate among companies and marketing professionals. Despite the enthusiasm, it navigates through the apprehensions surrounding job displacement, misinformation and brand safety, offering a comprehensive guide to the strategic adoption of artificial intelligence (AI) with a view to harnessing its benefits without compromising brand integrity. It identifies common pitfalls in AI adoption, such as lack of preparation, myopic focus on current use cases, and neglect of strategic planning, emphasising the importance of a thoughtful, multi-disciplinary approach to AI integration. This includes viewing AI as an assistive tool rather than an end goal, understanding its implications for media, fostering internal leadership, and establishing stringent brand protection guardrails. The paper concludes with a call to action for marketers to embrace AI with strategic foresight, leveraging its revolutionary potential to drive innovation while steadfastly upholding ethical standards and brand values.

Impact of university attractiveness on sustainable institute: An empirical study of Indian higher educational institutes

The current paper explores the constructs of private university's attractiveness that help in the long-term sustainability. In the current study, 900 students of different private universities of India were approached to fill the questionnaire. The data was collected via a survey method and stratified random sampling method. A self-administered questionnaire was used to collect the data. Sixty-two statements relevant to twelve constructs in the study were included in the self-administered questionnaire. A discriminant validity was scrutinized by using Heterotrait-Monototrait (HTMT) ratio of correlations. The findings indicate that in the Indian context, the primary antecedents of university attractiveness are faculty and student publications and research excellence, course diversity, student diversity, and institute branding and promotion, placements, alumni and curriculum. Consequential factual information derived from this scientific research has practical implications for national policymakers and governing bodies of higher education institutions. Building sustainable institutes constitutes the primary focus of our study. Hence, educational institution proprietors and the higher education ministry of a nation should consult it to establish solid groundwork for future educated members of society and to inform their policy decisions. This is one of the very few research that empirically tested the relationship between university attractiveness and sustainable institute in the Indian higher education context. The results indicate that university attractiveness impact the sustainable institute which in turn results in good admissions and the brand value To conclude, the teachers can help the young students to achieve great heights in their career by ensuring the development of a sustainable higher education system.

Analysis of the Influence of Online Public Opinion on Corporate Brand Value: An Efficient Way to Avoid Unexpected Shocks from the Internet

Nowadays, online public opinions (OPOs) significantly impact corporate brand value (CBV). To prevent corporate brand crises caused mainly by OPOs, it is essential to detect anomalies in OPOs related to corporate reputation in a timely manner. This study explores how dramatic changes in OPOs affect market capital value (MCV), the primary indicator of CBV, and aims to construct a CBV early warning evaluation model. First, a set of OPO indicators dedicated to CBV are selected based on correlation analysis between various popular OPO and CBV indicators collected through a literature review. The method of Criteria Importance Through Intercriteria Correlation (CRITIC) is then employed to determine the indicator weights using data collected from popular social media platforms. Finally, the vector auto-regression (VAR) model is applied to validate the effectiveness of the proposed evaluation model. A case study involving several Chinese enterprises shows that abnormal changes in their MCVs consistently follow abnormal fluctuations observed in their OPOs, with a significant delay. This finding enables managers to promptly detect potential crises from the internet and take actions to avoid unexpected shocks.

제통전쟁(製通戰爭)과 아모레퍼시픽의 D2C 전략

Retailers and manufacturers aim for price leadership to maximize profits. This aggressive pricing process resembles war. As retailers and manufacturers compete in the consumer products industry, manufacturers' positions are weakened, and AmorePacific faces similar challenges. The paper examines AmorePacific's crisis amid structural changes and the merits and drawbacks of the Direct-to-Consumer (D2C) approach used to overcome it. First, this paper examines the influence of the competition between manufacturers and retailers on the consumer products business and the rise of the D2C model as an alternative. It described AmorePacific's D2C model introduction and its definition and characteristics. There are advantages, such as reducing intermediate distribution fees, securing customer data, and delivering brand value through other companies' D2C cases. Still, risks and limitations exist, such as increased costs, supply chain management burden, and relatively low traffic. The strategic D2C model created from the literature study and case analysis will help AmorePacific and other consumer products companies adapt to market changes and implement D2C strategies. This paper thoroughly examines the pros and cons of the D2C model and advises AmorePacific to make strategic decisions to overcome the crisis in a challenging business environment. It also advises spreading the D2C model to other industries and researching its complementary relationship with the traditional distribution strategy. The consumer products business struggles to determine who should win the 'war ' between manufacturers and retailers to maximize profits.

Micro-meso-macro framework: a three-layered approach to understand brand pride

Purpose This study aims to develop a micro-meso-macro framework of brand pride to understand brand pride, its forms, characteristics and the interdependence of this construct, in a comprehensive manner. Design/methodology/approach Literature in brand pride has been systematically extracted, analysed and evaluated, to propose an integrated framework which presents a holistic view of brand pride. Findings At the micro level, brand pride is associated with owning individual level characteristics such as personality, culture, values, beliefs and motivation action and behaviour of the individual; at the meso level, brand pride is associated with characteristics at brand level, actions and behaviour such as brand personality, brand value and image. At the macro level, brand pride is associated with brand interactive characteristics, actions and behaviour, at a broader network of systems and environment such as brand responsible behaviour and brand’s adaptability in creating a robust network in uncertainty. Originality/value This paper identifies brand pride as a useful connecting point between brands and the surrounding environment, to achieve a more sustainable branding practice. Although previous researchers explored its effects on brand loyalty in various contexts, a comprehensive, holistic model for enhancing brand pride, suitable for application at various situations and various levels, was missing. This research fills this gap through a unique contribution by proposing a micro-meso-macro framework, which is a three-layered approach to brand pride.

Business Strategy Analysis of Coffee Industry: Taking Starbucks as an Example

In the 20th century, the competition among many coffee brands in the world was gradually fierce. Under the background of improvement of people's living standards and changes in consumption habits, more and more people choose coffee as their daily drink. This paper focuses on status of the coffee industry, taking Starbucks as an example, analyzing its brand and financial situation based on its official annual report for the fiscal year 2021, 2022 and 2023. By comparing the different financial ratios in the past few years, this study gives an analysis of Starbucks brand value in terms of SWOT model and finds some proposals for the brands in coffee industry. The paper demonstrates the development trend of coffee industry and one of the typical management modes, give out an instructor no matter whether for the academic field a direction to have deeper research in this industry or for other brands in their way of developing, both shows a great of significance in further study. This study uses comparative analysis of text analysis and case analysis, combined with actual data, to conduct in-depth research on the financial situation and development of Starbucks and coffee industry. The research carries out a strong correlation between coffee consumption and peoples living habit, operation mode as well. The fruitful work also gives useful improvements on how to develop for coffee industry, it has contributed to the people present understanding of the different financial performance with different factors in production.

Tax Avoidance by Reputable Companies: Does Brand Value Have Moderating Role?

Purpose: To examine the effect of profitability and capital intensity on tax avoidance and to determine the role of brand value in moderating the effect of profitability and capital intensity on tax avoidance. Methodology/approach: Using a purposive sampling method, producing 190 observation data from 75 companies listed on the Indonesia Stock Exchange and included in the top 100 strongest and most valuable brands published by Brand Finance in 2017 to 2019. The relationship between variables will be tested using multiple regression analysis with moderation effects (Moderation Regression Analysis). Findings: Profitability has a positive effect on tax avoidance, while capital intensity has a negative effect on tax avoidance. Furthermore, the moderating role of brand value was found in the effect of profitability on tax avoidance, but not found in the effect of capital intensity on tax avoidance. Practical implications: When companies avoid taxes, they not only take into account their profitability but also consider their brand value. High brand value shows that the company has a good reputation, and in essence the company will try to maintain its good reputation by not avoiding taxes. Originality/value: Provides empirical evidence on the moderating role brand value on the effect of profitability and capital intensity on tax avoidance.

In the interest of the nation: Swedish fika

This commentary explores the untapped potential of incorporating Swedish fika into culinary culture and gastronomy tourism, emphasizing its significance in destination branding and product value offerings. It integrates the social, temporal, spatial, and symbolic aspects of Swedish fika from a multidisciplinary perspective, to provide a holistic view that can guide the exploration of culinary culture and daily practices into enhancing perceived values across offerings. Described as a national interest, Swedish fika is deeply intertwined with values of democracy, open atmospheres, and agenda-free meetings, creating positive associations in branding.