Brand Websites Research Articles

Marketing Signals Influencing Consumer Trust in Online Purchase Context: An Empirical Paper

Consumer trust is crucial in online purchase decisions, particularly for luxury goods as it involves few risks such as authenticity status, information asymmetry and the nature of online shopping which is absence of feel and touch. Based on signaling theory, this study aims to analyze four factors known as marketing signals which are brand reputation, online reviews, money-back guarantee and site aesthetics on consumer trust in the context of online purchase of personal luxury goods. Using SPSS and AMOS, this study analyzed 214 data collected from consumers in Malaysia who intend to purchase or has experience purchasing personal luxury goods online through either one of various online platforms such as official brand website, third-party platforms and social media commerce. The results from the analysis showed that brand reputation and online reviews positively and significantly influence consumer trust. However, money-back guarantee and site aesthetics were found to have non-significant influence on consumer trust. Luxury marketers must ensure to build strong brand reputation in order to gain consumer trust to purchase online. In addition, luxury marketers can also consider incorporating online reviews in their own unique way to enhance consumer trust while maintaining the luxury identity online.

RWD80 Identification and Characterization of Real-World Evidence Presented on Brand Websites for the Top 20 Medicines with the Highest CMS Expenditure

RWD80 Identification and Characterization of Real-World Evidence Presented on Brand Websites for the Top 20 Medicines with the Highest CMS Expenditure

Approaches to engaging participants in a national cancer genomics research network.

11022 Background: Although patient engagement is thought to improve the relevance and acceptability of research across diverse patient populations, a paucity of studies actively evaluate engagement activities to assess their impact. The NCI’s Participant Engagement and Cancer Genome Sequencing (PE-CGS) Network was established to advance cancer genomics for understudied cancers and among underserved populations by engaging patients and survivors as participants in research. We sought to characterize strategies for engaging and evaluating engagement among research centers within PE-CGS, and to describe factors impacting each center’s unique engagement strategies and evaluation methods. Methods: We used a multi-method approach to document centers’ engagement strategies and methods to evaluate engagement.We first completed a document review of centers’ study materials including protocols, specific aims, and publicly available information. We then conducted semi-structured key informant interviews with research center members to validate findings from the document review and to identify factors that influenced engagement strategies. The semi-structured interview guide was developed using the Health Equity Implementation Framework to ensure that we accounted for multi-level factors (societal, contextual, and clinical factors) relevant to engagement. Engagement strategies and evaluation methods were collated and analyzed descriptively. Information about factors that influenced their engagement strategies were analyzed using deductive thematic analysis. Results: Across the five PE-CGS research centers, we identified 9 engagement strategies including: convening at network meetings (n=5), use of advisory boards (n=5), brochures (n=3), newsletters (n=2), community outreach through advocacy organizations (n=1) and in-person events (n=2), and use of branded websites (n=4), social media (n=3), and health technology apps (n=1). Methods used for evaluating engagement included: surveys (n=4), interviews/focus groups (n=4), informal feedback from participants (n=2), randomized experiments (n=1), and N-of-1 studies (n=1). Multi-level factors that influenced engagement included those related to the language and culture of the patient population, availability of validated measures, timing of interactions with participants within their health journey, and patient burden imposed by the experienced cancer. Conclusions: Across a national research network with a priority to advance participant engagement in cancer genomics research, we observed a range of unique engagement strategies and evaluation methods. Notably evaluation approaches were not typically tied to specific engagement strategies, but rather sought to evaluate broader aspects of engagement in the respective research studies, such as their ability to engender inclusivity, collaboration, and trust among participants.

An AI pipeline for garment price projection using computer vision

The fashion industry’s traditional price-setting methods, based on historical sales and Fashion Week trends, are inadequate in the digital era. Rapid changes in collections and consumer preferences necessitate advanced Artificial Intelligence (AI) techniques. These AI methods should analyze data from various sources, including social media and e-commerce, to predict future fashion trends and prices. In this paper, we propose, apply, and assess a data analytics approach, i.e., FashionXpert, employing several image processing and machine learning techniques in an AI pipeline for garment price prediction. It integrates various heterogeneous data sources (e.g., textual and image data from e-stores, brand websites, and social media) to obtain more consistent, accurate, and beneficial information. We evaluated its effectiveness with an industrial data set obtained by a fashion search tool from the electronic commerce sites of clothing brands. FashionXpert predicted garment prices with an average Mean Absolute Error (MAE) of 15.31 EUR on a data set that has a standard deviation of 72.99 EUR.

Nicotine information disclosed online by e-cigarette brands popular with young people.

E-cigarette use is most prevalent among adolescents and young adults - and there are often misperceptions about product risk. The purpose of this study was to determine what nicotine information is provided on e-cigarette brand websites. Based on national and local surveys, we identified 44 e-cigarette brands commonly used in the US by adolescents and young adults. For each of these brands, their associated websites were analyzed for disclosed nicotine information. Specifically, for each brand's website, we coded whether there was information on nicotine concentration (recorded if a numerical value was provided such as '5% nicotine'), nicotine form (free-base, nicotine salts, or not stated), and nicotine type (tobacco-derived, synthetically derived, or not stated). Coding allowed for both lay (e.g. 'nic salts') as well as scientific (e.g. 'isomers') terms. Of the 44 brands examined, all provided basic information on nicotine concentration (e.g. '5% nicotine'). However, 23% of brands did not disclose information on nicotine form (i.e. nicotine salt vs free-base), and 66% of brands did not disclose information on nicotine type (i.e. synthetic vs tobacco-derived). Overall, these results suggest that the e-cigarette industry is not fully informing its consumers about the nicotine in their products. Given that nicotine form and type have implications for e-cigarette addiction potential, these findings highlight a public health concern. There is a need for more comprehensive national regulations for mandating product constituents and emissions disclosures.

A Typology of Minimal Homepage Design: The Case of Global Fashion Brands

Fashion brands appeal to consumers based primarily on their design. Fashion brand websites act as avenues of communication with a strong appeal on consumers’ online behavior. At the same time, their minimal design signals high quality and aesthetics. Fashion brands’ website design has attracted academic attention, yet there exists no study on specific design dimensions of minimal websites in the fashion sector. A content analysis on 198 fashion brand websites demonstrates that negative space, homogenous layout, and colorful images prevail in the minimal websites of fashion brands, while text is restricted. Further, in-depth interviews with five graphic designers provide evidence with respect to their perceptions of minimal website design, its signals and appropriateness in the case of fashion brands.

The use of tracker technologies on branded prescription drug websites: privacy, data acquisition and programmatic advertising

PurposeThe purpose of this study was to examine consumer data acquired by branded prescription drug websites and the ethics of privacy related to the interconnected web of personal information accessed, packaged and resold by tracker technologies.Design/methodology/approachThe research used the DMI Tracker Tool to collect data on the top 17 branded prescription drug websites, with a specific interest in the tracker technologies embedded in those websites. That data was analyzed using Gephi, an open-source data visualization tool, to map the network of trackers embedded in those branded prescription drug websites.FindingsFindings visualize the interconnections between tracker technologies and prescription drug websites that undergird a system of personal data acquisition and programmatic advertising vehicles that serve the interests of prescription drug marketers and Big Tech. Based on the theory of platform ethics, the study demonstrated the presence of a technostructural ecosystem dominated by Big Tech, a system that goes unseen by consumers and serves the interests of advertisers and resellers of consumer data.Research limitations/implicationsThe 17 websites used in this study were limited to the top-selling prescription drugs or those with the highest ad expenditures. As such this study is not based on a random sampling of branded prescription drug websites. The popularity of these prescription drugs or the expanse of advertising associated with the drugs makes them appropriate to study the presence of tracking devices that collect data from consumers and serve advertising to them. It is also noted that websites are dynamic spaces, and some trackers within their infrastructures are apt to change over time.Practical implicationsBranded prescription drug information has over the past three decades become part of consumers’ routine search for information regarding what ails them. As drug promotion moved from print to TV and the Web, searching for drug information has become a part of everyday life. The implications of embedded trackers on branded prescription drug websites are the subject of this research.Social implicationsThis study has significant social implications as consumers who are searching for information regarding prescription medications may not want drug companies tracking them in a way that many perceive to be an invasion of privacy. Yet, as the Web is dominated by Big Tech, web developers have little choice but to remain a part of this technostructural ecosystem.Originality/valueThis study sheds light on branded prescription drug websites, exploring the imbalance between the websites under study, Big Tech and consumers who lack awareness of the system that operates backstage.

Understanding The Determinants of Behavioral Intention For Online Shopping on Official Brand Websites

Understanding The Determinants of Behavioral Intention For Online Shopping on Official Brand Websites

Investigating stimulating factors for customer booking intentions on brand websites

ABSTRACT Customers have ample opportunities regarding channels to use to book a hotel room: offline and online. In the online world, the options are using the hotel’s website, referred to as the brand website, or third party internet sites like online travel agencies (OTAs). The primary objective of this article is to explore the motivators and factors that influence customers in booking hotel rooms through a brand website. Additionally, the study aims to derive insights from the exemplary practices employed by online travel agencies that contribute to their significant share in capturing online bookings. This study relies on the opinions from 110 participants who frequently reserve their hotel accommodations through Booking.com, booking more than once annually for leisure or vacation purposes. Using an online booking channel requires that the booking tool is perceived as user-friendly and trustworthy and offers a comparison of prices. The benefits of a loyalty programme, integration with other travel-related services and hotels paying commissions are the least important to customers. The primary motivator to book via a brand website is the personal contact and the best price. To achieve this, the hotel needs to make sure that the website is easy to use, offers possibilities for comparison of prices and reviews, is mobile friendly and accepts other payments besides credit cards. Currently, a primary disappointment is the quality of the brand website and, therefore, being perceived by the customer as not user-friendly. Hotels should analyse their brand website’s five elements: room price, payment options, user-friendliness, trustworthiness, reputation and visuals to encourage bookings and enhance customer experience.

Consumers expectations toward luxury brands websites: a qualitative analysis through the lens of personal and interpersonal motivations

PurposeNowadays all luxury brands have their own websites, using them either as a communication and/or distribution tool. However, luxury consumers might still have different perceptions regarding these websites, as it can be seen as a loss of prestige or selectivity. This study aims to have a deeper understanding of luxury consumers’ perceptions of luxury brand websites by identifying a typology and defining the individual characteristics of the groups identified.Design/methodology/approachThe research uses the opposition of personal and interpersonal luxury as theoretical framework and the semiotic square based on this semantic opposition. A qualitative analysis based on 42 semi-structured interviews has been conducted. The interviews have been analyzed and subjected to interpretive content analysis.FindingsThe analysis of the verbatims shows that the consumers’ motivations toward luxury consumption (luxury for self or personal, luxury for others or interpersonal, negation of luxury for self and negation of luxury for others) can explain consumer differences in terms of attitudes toward luxury brand websites. The four classes are characterized according to their positive and negative perceptions of e-commerce and interaction tools used in luxury brands websites and also their expectations.Practical implicationsThis study defines guidelines for managers to develop luxury brand websites that correspond to their target.Originality/valueThe originality of this study lies in the use of the semiotic square to refine the analysis of luxury consumers’ attitudes and to make more precise contributions. It also relies on using the theory of personal and interpersonal luxury to understand consumers’ expectations toward luxury brands websites.

Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement

Utilization of content marketing through social media Instagram as a marketing strategy to create and distribute unique, interesting, understandable content to engage the audience. The reasons why a brand decides to produce content marketing is to increase brand awareness, consumer intention towards products/services, turn audiences into potential consumers, increase brand image, customer engagement, website traffic and direct sales. Digital marketing is in demand by the sports industry because fitness center, gym memberships, online fitness and fitness applications are expected to increase by 171.75% in 2028. This phenomenon is a stimulus for the sports industry sector to utilize digital marketing strategies. This is increasingly being implemented by fitness center in Bandung, because since the pandemic and the PPKM period, all activities in the fitness center have been restricted and have had an impact on a significant decrease in the number of members and turnover. This research is expected to provide information for fitness regarding purchase intention and brand engagement via Instagram to support the sustainability of their business. The research was conducted using quantitative methods on 110 respondents using a Likert scale questionnaire and analyzed using Structural Equation Modeling. The results indicated that content marketing had a 71,4% significant effect on brand engagement, and had no significant effect on purchase intention. However, brand engagement had a 73% significant effect on purchase intention and brand engagement 52,1% a mediated content marketing on purchase intention for fitness center services.

Intercultural Communication Strategies of P&G in China

The communication strategy has become a key method for multinational companies to get access to the Chinese market. This paper studies the communication strategies of P&G, a giant in the daily chemical industry. They include brand naming, product packaging, advertising, TV programs, websites, social media, e-commerce platform, network video and corporate culture. Some suggestions for brand communication and brand building of Chinese enterprises are put forward.

Brand new: how visual context shapes initial response to logos and corporate visual identity systems

PurposeWhen a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced.Design/methodology/approachThis study combines a content analysis of 335 posts on the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response.FindingsIncreased amounts of visual context correlate to an improved response from viewers. Different types of context that can be presented – from logo variations and environmental examples to videos and animation – have varied effects.Practical implicationsWhen releasing a new logo, companies and organizations may receive a better response from viewers if they provide more visual context. Animations may also provide an improved response.Originality/valueThis study takes a novel approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses.

Genre Analysis of a Pakistani Footwear Brand Website: An Investigation of Content and Structure

The purpose of this research is to undertake a genre analysis of a Pakistani shoe brand website to evaluate the strategic arrangement of its structure and content. Since the advent of online shopping, content like product descriptions and webpage orientation have become increasingly important. The primary goal of this research is to evaluate the website's structure, content, and alignment to explain how it is made convenient for online buyers. Bhatia's moves analysis of the sales letter is employed to identify the strategic approach that drives buyers to shop online. In this study, the seven moves are as follows: establishing credentials, introducing the offer, giving incentives, referring to the enclosed document, requesting additional conversation, applying pressure tactics, and concluding politely. For this purpose, the qualitative interpretative technique is utilized to assess the website's content and structure. Screenshots of the website have been used to examine the contents and how it is organized on the page. Finally, it is deduced that the website appears to be managed logically; nonetheless, it is required to provide detailed descriptions of products to make it more user-friendly.

Serving Sizes and Energy Content of Grab-and-Go Sweetened Beverages in Australian Convenience Stores, Supermarkets, and Fast-Food Outlets

There is a growing demand for convenience grab-and-go (GNG) food and beverages due to the modern, busy lifestyle. The types of food and beverages available in this sector are currently not well defined, although a large selection of discretionary foods is typically on display. The aims of this study were (1) to summarise the literature on consumers’ purchasing behaviours of sweetened beverages, in particular the effects of purchasing locations and settings, price, promotion, and serving sizes, followed by (2) a cross-sectional audit of available sweetened beverages (sugar-sweetened and intensely sweetened) in the GNG sector. Three common GNG settings (convenience stores, front of supermarket, and fast-food outlets) within metropolitan Sydney, Australia, were selected in three different socioeconomic localities. Data were collected by in-store visits (n = 18) and using brand websites between March and April 2022. A total of 1204 GNG sweetened beverages were included. Sugar-sweetened beverages comprised 67% of beverages, with the highest proportion in fast-food outlets (80%), followed by convenience stores (67%) and supermarkets (61%). The majority (63%) of sugar-sweetened beverages had an energy content higher than 600 kJ and a serving size over 375 mL. Fast-food outlets in particular had the smallest selection of sugar-sweetened beverages less than or equal to 250 mL (5.1%). No differences across socioeconomic localities in the proportion and serving sizes of available sugar-sweetened beverages were observed. These findings show that the majority of GNG sweetened beverages have large serving sizes and high energy content, and opportunities exist to improve this food environment. An increased selection of smaller serving sizes can nudge consumers towards more appropriate serving size selections.

"There must be something good": Fair balance and ad appeal of marijuana brands' website.

Ever since medical and nonmedical marijuana became legal in parts of the United States in 2012, scholars have cited concerns regarding marijuana advertising's impact on adolescents. The current study aimed to explore how online marijuana websites are utilizing their advertising strategies amid the lack of centralized regulation by qualitatively analyzing 141 websites of marijuana brands in the United States. We found that the common themes they employed were high, professionalism, natural, and adventurous. There was no fair balance between benefit and risk information because most of the brands did not communicate the risk. The use of animated characters was found, along with other appeals that could potentially influence underage users. Areas of concern that need imminent attention from the regulatory body are discussed.

THE INFLUENCE OF INTELLECTUAL INTELLIGENCE AND EMOTIONAL INTELLIGENCE ON EMPLOYEE PERFORMANCE MEDIATED BY JOB SATISFACTION

The success of PT Fast Food Indonesia Tbk. in becoming the best fast food restaurant brand in Indonesia, as mentioned on the Top Brand website from 2020 to 2022, is certainly supported by highly performing human resources. This situation sparks the researchers' curiosity to analyze the influence of intellectual intelligence and emotional intelligence and job satisfaction as an intervening variable on employee performance. The data was collected through the distribution of questionnaires using a google form. A total of 100 respondents were included in the sample for analysis. SmartPLS software with PLS-SEM approach is used in this analysis. According to the findings of this study, intellectual intelligence and emotional intelligence have a significant and positive effect on job satisfaction. Intellectual intelligence, emotional intelligence and job satisfaction also have a significant and positive effect on employee performance. Job satisfaction can meditate the influence of intellectual intelligence and emotional intelligence on employee performance.

Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework

Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework

Marketing claims on the websites of leading e-cigarette brands in England

IntroductionExposure to electronic cigarette (EC) marketing is associated with EC use, particularly among youth. In England, the Tobacco and Related Products Regulations and Committee of Advertising Practice (CAP) regulate EC...

Driving Customer Loyalty through Customer Satisfaction in Online Shopping: The Role of Brand Image, Price, Trust and Website Quality

The relationship between brand image and loyalty in online shopping has gained significant attention in the marketing literature. Despite this attention, the specific path linking brand image to customer loyalty remains unclear. This study delves into the sequential and parallel mediations between brand image and customer loyalty, aiming to identify the effects of brand image, price, trust and website quality on customer loyalty through the mediation of customer satisfaction. Employing a parallel and sequential mediation model, this research addresses the practical implications for emerging e commerce businesses. For data collection, an online questionnaire survey distributed to 120 respondents yielded a 65 percent response rate. The findings of the study affirm that brand image, price and trust positively influence customer satisfaction and loyalty, establishing direct and indirect relationships among these constructs. This study contributes to the validation of the proposed research model in the specific context of a developing country, i.e., Pakistan.