Brand Value Research Articles

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

Шағын және орта кәсiпкерлiк субъектiлерiнде брендті позициялау стратегиясын қалыптастыру

With the economic growth and fierce competition in our country, it is not enough for SMEs to simply produce goods and services and offer them to the market to continue their existence. Market conditions are constantly changing due to globalization and changes in customer expectations. Due to changes in consumer expectations and strong competition, SMEs' continued existence requires them to create brand value and a strong brand image for their products. The brand ensures that the business and its goods and services are perceived differently from its competitors, due to the perception it creates in the minds of consumers. Brand positioning is defined as an effort to place a product/brand somewhere in the mind of the consumer. The aim of positioning is to place the brand in the mind of the consumer in order to maximize the potential benefit of the business. The purpose of this article is to theoretically analyze the formation of brand positioning strategy in small and medium-sized business entities and to contribute to domestic literature. In this work, the concept of small and medium business was first defined. The principles of brand positioning and marketing are theoretically defined. In addition, the use of social media and strategic positioning of small and medium-sized businesses was theoretically analyzed, and the principles of successful brand positioning were considered. The methods of systematization, deduction and induction of scientific literature were used in the research work.

Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual framework

This study aims to evaluate B2B branding in a global context by constructing a framework for future research, practitioners, and brand managers operating in international B2B markets. Employing co-citation and text-mining techniques to investigate 281 articles, we identified five knowledge fields that map the intellectual structure of this domain: brand equity, industrial branding, brand value, global brand leadership, and relationship marketing. We also gained a deeper understanding of the important topics in global B2B branding literature. This framework not only highlights gaps and challenges in conceptual and methodological approaches but also challenges and extends existing academic discourse. It offers a systematic approach to strategic decision-making and the overhaul of marketing practices, guiding practitioners to navigate the complexities of global B2B branding. Our critical analysis sets a new agenda for future research, calling for a more rigorous and holistic advancement in the field of global B2B branding.

Perception of Brand Image Regarding to Brand Shopping Bags of Designers Brand Products

This study aimed to study the perception of brand image by consumers through shopping bags of world-class fashion brands such as Chanel, Gucci, Christian Dior, Celine, Furla. The data was collected using questionnaires from respondents who Aged between 25-45 years in Bangkok A total of 400 respondents were divided equally into males and females. The sample was selected using convenience random sampling from respondents who came to purchase products in department stores in Bangkok. The results of the study found that Respondents had a high level of awareness of brand value in terms of utility. As for the emotional and expressive aspects of brand value, It was found that respondents had a moderate level of perception of brand value. As for the results of the study of perceptions of the brand identity image displayed on shopping bags, it was found that the brand identity image has three components: functional benefits, symbolic benefits. and the benefits of the experience of using the product Its distinctiveness is at a moderate level.

“I love your brand! I engage with you, and I do online brand-related activities (COBRAs)”: the role of brand value

“I love your brand! I engage with you, and I do online brand-related activities (COBRAs)”: the role of brand value

The State of the Art of Methodological Research on the Role of the Brand in Local Products

The products of the territory play an important role in the economic life of a country. They provide the right framework for economic and social development at the local and national levels. In the Albanian literature, there are no in-depth studies regarding the methodology used to increase the value of the local brand, and as a result of not researching this factor, this study helps the brand with local indicators. The purpose of this study is to provide an overview of the methodology in general and the method used in the research on the role of the brand with indicators of origin in local products in Albania. Methodologies are suggested, which consist of the examination of all methodological approaches for the role of the brand with local indicators and the identification of the method for researching the case study. For the importance of branding agricultural and livestock products with local indicators and preserving their originality and development, the concept of the methodology and method that must be followed in order to give accurate results and the values that the local brand carries in itself in development is important of it and the area that is applied to increasing the economic performance of agro-processing industries. The literature shows that the impact of increasing the value of the territorial brand in our country is based on the case study method and the cross-case research methodology. Meanwhile, in order to prove the importance of the local brand in increasing the consumption of products and increasing the income of the industries in this sector, the STATA program was used to process the data collected from consumers, and the "R" program was used to process the data of the collected industries. From the results of the research, it has been established that the local brand affects the increase in consumption and income in the agricultural and livestock agro-processing industries. This paper serves as a methodology for studies in this field that are necessary for the case of Albania.

An Investigation of How Hotel Image, Hotel Service Quality, Guest Loyalty, And Guest Experience Influence Luxury Hotel Guest Revisit Intention in Thailand

This study examines the factors influencing the likelihood of luxury hotel guests returning for future visits. Drawing from existing literature, the author identified five underlying factors and 18 observable factors, leading to the formulation of nine conceptual hypotheses. The sample consisted of 317 guests from ten 5-star luxury hotels in Thailand. Utilizing structural equation modeling (SEM) with LISREL 9.10, it was determined that all variables in the model positively impacted the intention of luxury hotel guests to revisit, explaining 81% of the variance collectively (R2). Among these factors, hotel image emerged as the most significant predictor, followed by hotel service quality, guest loyalty, and guest experience. Notably, it was observed that there were strong connections between guest experience and service quality, as well as hotel image and service quality. Additionally, eight out of nine hypotheses received empirical support. This study underscores the importance of luxury hotels fostering a workforce aligned with the brand's values, as staff play a pivotal role in influencing guest revisit intentions. These findings hold particular relevance as the tourism and hospitality industry navigates the post-COVID-19 recovery phase.

Cluster social capital’s influence on regional public brands in specialty agriculture: a value co-creation perspective

PurposeThis study aims to explore the collaborative value creation process in the context of regional public brands within the specialty agricultural products domain. It examines the role of cluster social capital in facilitating stakeholder interactions and cooperation, thereby enhancing the value of these brands.Design/methodology/approachThe study adopts a value co-creation theoretical framework to construct a relational model that links cluster social capital, brand interaction, stakeholder perceived value, and the value of regional public brands. An empirical analysis is conducted using a sample of 404 valid responses to test this model and assess the influence of cluster social capital on brand value co-creation.FindingsThe findings reveal that cluster social capital significantly impacts stakeholder participation in value co-creation activities, thereby playing a crucial role in enhancing the value of regional public brands. The study also finds that brand interactions significantly affect stakeholder perceived value and the overall brand value, with perceived value acting as a partial mediator in these relationships.Originality/valueThis research contributes to the understanding of value co-creation in regional public brands, particularly in the agricultural sector. It provides new insights into how cluster social capital influences the value creation process, offering valuable implications for policymakers and practitioners working to develop and promote regional public brands in the specialty agricultural products market.

Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity

The potential of non-fungible tokens (NFTs) as promotional devices has gained attention across various industries. Particularly in the luxury goods sector, NFTs are being recognized as potentially valuable tools that can help in obtaining positive marketing outcomes. This study introduces the concept of NFT-based customer equity, which is designed to help understand the relationship between NFTs and consumer behavior. To achieve this objective, this study applies the mixed-method approach, in particular, by conducting in-depth interviews to identify key characteristics of NFT attributes that contribute to positive consumer perceptions—scarcity, resaleability, and trendiness—and following up with a survey examining these attributes’ impact on three dimensions of customer equity. Additionally, this study finds a moderating effect of online community engagement in that those who are highly engaged with NFTs in online forums show higher purchase intention. The findings of this research validate the idea that NFTs can create customer equity for consumers that can translate into increased purchase intention and increase the projected lifetime value of a customer. Practical implications for managers are discussed.

How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology

This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy. Data were analyzed using a structural equation modeling approach. According to the findings authenticity strengthens the relationships between brand value congruence and consumer-brand identification, and the relationship between consumer-brand identification and intention to support an activist brand, respectively. However, it does not moderate the relationship between consumer political ideology and intention to support an activist brand. These findings suggest considering factors beyond authenticity, particularly consumers’ political ideology when designing brand activism campaigns.

Can digital empowerment enhance the brand value of China's enterprises?

ABSTRACT The Fourth Sci-tech Revolution, characterised by digital empowerment, has reshaped the global value chain's developmental trajectory, introducing novel opportunities and driving forces to augment brand value, particularly in developing nations. Utilising panel data encompassing China's top 500 companies from 2011 to 2020, this study employs a fixed-effect panel data model alongside the chain mediation model. It systematically examines how digital empowerment impacts enterprises across three dimensions: upgrading consumption objects, consumption concepts, and consumption patterns. The findings indicate a significant correlation between digital empowerment and an enterprise's brand value. Notably, digital empowerment substantially influences the enhancement of brand value through consumption upgrading, particularly regarding consumption patterns and objects. Conversely, it hinders brand value enhancement through consumption concept upgrading. The intricate multi-chain intermediary effect involving consumption patterns, concepts, and objects renders the impact of digital empowerment on brand value somewhat uncertain. Hence, caution is warranted concerning the potential outflow and contraction of consumption resulting from consumption upgrading.

A Study on “Impact of social media influencer: marketing on consumer purchase behavior in the context of the Indian audio brand BOAT”

The study aims to examine the effect of social media influencer marketing on consumer purchase behaviour with a case study of an Indian audio brand BOAT. This study intends to figure out HOW factors such as influencer credibility, authenticity, and engagement lead to the decision-making process of consumers. The research utilizes a mixed-method framework using quantitative surveys and qualitative content analysis and reveals specific trends and relationships. The results show that influencers judged to be more authentic and credible have a positive impact on consumer trust and purchase intentions. It helps to attract even more attention and increase the value of your brand and drive higher sales with engaging content. The research adds to the existing waterfall of academic literature on influencer marketing and provides a hands-on guide for brands when refining their marketing strategy on (fast-evolving) social media platforms. KEYWORDS: Social Media Influencer Marketing, Consumer Purchase Behaviour, Influencer Credibility, Influencer Authenticity, Influencer Engagement, Brand Perception, Marketing Strategies, BOAT (Indian Audio Brand), Mixed-Method Approach, Quantitative Surveys, Qualitative Content Analysis, Consumer Trust, Brand Engagement, Sales Performance, Social Media Platforms