Branded Merchandise Research Articles

The Influence of Brand Ambassador, Digital Marketing and Merchandise on Consumer Purchase Decisions on Blackpink Oreo Products

The spread of Hallyu or the Korean Wave (Korean wave) over the past few years has continued to increase. Korean wave or Hallyu has a variety of products ranging from K-dramas, films, music (K-pop), fashion and also food from South Korea which is now common among Indonesians. Currently, what is very popular among Indonesian people, from teenagers to adults, both women and men, from their teens to their tens, is K-Pop. K-pop has an important role in popularizing the Korean wave in Indonesia. This study uses a quantitative method using a questionnaire in the form of google form as the instrument. The population in this study are BLINKs who have purchased Oreo x Blackpink products. The sample in this study used non-probability sampling with purposive sampling of 96 respondents. The data analysis technique in this study is Instrument Test, classical assumption test, multiple linear regression, determination test and hypothesis testing. The results of this research show that together the independent variables have an influence on purchasing decisions.

Approach to the assessment of the competitiveness of real estate objects in retail

In the last few years, due to economic, political and social events, the situation in the retail real estate market has changed significantly. As consumers increasingly choose to shop online, shopping malls are shifting from multi-vendor and branded merchandise to multifunctional spaces that combine fitness, catering and entertainment areas, business meeting spaces and organization of exhibitions. The desire of buyers to save time, as well as satiety with the usual shopping format, contributes to the introduction of new technologies and retail formats by retailers. The purpose of the study is to identify key indicators of the competitiveness of real estate in retail. Research objectives: analysis of trends in the retail real estate market of St. Petersburg, determination of an integral indicator of the competitiveness of retail real estate objects. Research methods: comparison, analysis and synthesis, generalizations, peer review method. As a result of the study, key factors of competitiveness were identified and a methodology for calculating the competitiveness index of retail real estate objects was presented.

Consumer buying behavior towards branded and unbranded apparels

The goal of this study was to identify consumer purchasing behavior in Chennai for both branded and unbranded apparel. The objectives of this study were to ascertain the socioeconomic characteristics of consumers who prefer branded apparel and the factors that influence their purchasing decisions. To meet the objectives, primary data were collected using a questionnaire from 200 consumers across Chennai in selected cities. According to the survey, consumers are becoming more brand savvy these days. They like branded gear because it makes them appear more fashionable, and branded apparel also serves as a reflection of a person's status. Individuals opt for branded merchandise due to its enhanced durability, variety, and quality.

39 Bakers: dilemma in expansion (part A)

Subject area Retail marketing: it can be discussed in a retail marketing course to explain the growth and expansion of the retail chain and illustrate the features of a retail model that can consider franchise as a method to expand or distribute its branded merchandise in other retail outlets. The case will also help assess the financially viable growth. Marketing Management: It can be useful for a comprehensive yet straightforward explanation of marketing mix price, promotion, place, and product, also at the same time it serves to explain the importance of customer service in terms of retailing. Strategic Marketing: The case provides varied growth options that are being considered by retail organizations, which gives the student real-time opportunity to arrive at strategic decisions by considering financial viability, internal strengths (SWOT analysis), franchising as a growth option. Study level/applicability This case can be used in foundation course on retail marketing or even in strategic marketing in postgraduate management program, or the dilemma can be explained as a part of a marketing course for postgraduate, executive programs, management development programs. Case overview Kanwar, the owner of 39 Bakers, was one of the fastest-growing retail outlets in Jammu, India. He had been successful in carving his pie for himself with its unique bakery products of more than 1000 variety of, break-even point price, everyday surprise product (EDSP), reasonable price, open kitchen concept, hygiene, excellent customer service. Within three years, 39 Bakers had grown from one to eight outlets, and revenue had increased to US$68,621, and vision was to achieve US$2m within the next three years. To achieve his vision, he made two business expansion plans either to start product distribution to other retailers like an FMCG company or to go ahead with the business format franchising model. The investors needed a detailed planned within three days. But Kanwar had to decide should he expand geographically and start with franchise model or shall he establish his brand with product distribution, and then go for the franchise model, which plan would make him reach his vision by 2023? Which strategy would be efficient? He indeed wanted to go for the franchise model, but the question is when? Expected learning outcomes This case will help entrepreneurs to decide on services and retail industries to expand their business and explore available growth options. It offers a platform to talk about how often franchising used to fuel growth. Either you select to be a franchisee or independent business owner or provide franchising opportunities or start your distribution network, a detailed business plan is one of the most critical decision-making activities. Without adequate details, it can make your life's most expensive option. After students have worked on the case and the task questions, the students can analyze whether a company should grow through product distribution, franchise or both; appreciate the significance of a business plan and to recognize all aspects of a retail operation, including the marketing mix; carry out strengths, weakness, opportunities, threats analysis and can develop Internal and External Factor Evaluation Matrix (IFE AND EFE); and examine various franchise options available for business expansion in a developing econ. Complexity academic level Position in course – This case can be used in foundation course on retail marketing or even in strategic marketing in postgraduate management program, or the dilemma can be explained as a part of a marketing course for postgraduate, executive programs and management development programs. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

Cannabis Marketing and Problematic Cannabis Use Among Adolescents

Health consequences of commercializing nonmedical cannabis remain unclear, but data suggest that youth may encounter unintended risks. This study examined whether cannabis marketing exposure and engagement are associated with problematic cannabis use among adolescents. The analytic sample included 172 lifetime cannabis users (15-19 years old) who lived in one of six states with legalized nonmedical cannabis in 2018. Predictors included having exposure to or engagement with cannabis marketing on Facebook or Instagram, seeing cannabis billboards, owning/likely to own cannabis-branded merchandise, and reporting a favorite cannabis brand. Logistic regression assessed whether these predictors were associated with weekly cannabis use, high-intensity cannabis use, and cannabis use disorder (CUD). Adolescents who saw billboards rarely/sometimes had 5 times the odds of CUD, whereas youth who saw them most/all of the time had 7 times the odds of weekly use and 6 times the odds of CUD. Adolescents who owned/were likely to own branded merchandise had nearly 23 times the odds of weekly use, and those with a favorite brand had 3 times the odds of weekly use and CUD. Adolescents who reported seeing promotions on Instagram rarely/sometimes had 85% lower odds of weekly use, and those who saw them most/all of the time had 93% lower odds. The ways cannabis businesses market their products, especially branding, may affect patterns of underage cannabis use. Future research should test whether these associations persist in longitudinal designs. In the interim, states should consider an approach that offers youth additional means to protect them from cannabis marketing.

How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement

Abstract. Shift is a Muslim youth movement community in Indonesia. As one of the Islamic Brand in Indonesia, Shift starts selling the merchandise to broaden the brand. However, selling the brand's merchandise is not easy work to do. A couple of factors might affect customer purchase intention, such as brand loyalty and brand image. This research aims to find a strategy on how Islamic Brand sell merchandises. This study will discuss several variables, such as brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty, and perceived quality to purchase intention. The data collection uses the questionnaire as the method and analyses it on Partial Least Square Structural Equation Modeling (PLS-SEM). The questionnaires are distributed by online platforms with sample size of 436 respondents who knew about Shift Brand and Shift's Merchandise. The outcomes are brand knowledge, brand satisfaction, brand identification, influence brand image and brand loyalty. Brand loyalty has a positive impact on purchase intention; however, brand image and perceived quality insignificant impact purchase intention. The Shift must develop a strategy to strengthen brand knowledge, brand satisfaction, and brand identification; therefore, it can increase brand loyalty, leading to purchase intention. Keywords: Brand loyalty, brand image, perceived quality, purchase intention, Islamic brand, and partial least square.

Empirical Investigation of Sport Trademark Dilution Using Contingent Valuation Method

Under the federal trademark law, owners of famous sport trademarks may bring legal claims against unauthorized users of their marks under the infringement and dilution theory. Although the rationale of trademark infringement has been supported by various notions of consumer psychology and law and economics, the theory of dilution has been criticized for the lack of empirical support. This study investigated whether the junior use of major sport trademarks would have dilutive effects on the senior marks in financial terms. The study employed the contingent valuation method, a technique designed to estimate the economic values of nonpecuniary assets such as trademarks. A total of 140 subjects were exposed to dilutive information while they purchased sport brand merchandise. A series of pre- and posttests revealed that moderately famous sport trademarks suffered dilutive harm from junior use, whereas exceptionally famous marks were immune to the dilutive effects. Theoretical and practical implications were discussed.

Examining the frequency and nature of gambling marketing in televised broadcasts of professional sporting events in the United Kingdom

ObjectiveGambling operators in the United Kingdom have introduced a voluntary ban on adverts broadcast during televised sport before 21:00 (the ‘whistle-to-whistle’ ban). To inform debates around the potential effectiveness of this ban, we examine the frequency and nature of gambling marketing in televised broadcasts across professional sporting events. Study designFrequency analysis of verbal and visual gambling marketing references during television broadcasts of football (n = 5), tennis, Formula 1, boxing and rugby union (each n = 1) from 2018. MethodsFor each gambling reference, we coded: whether it appeared in-play or out-of-play; location (e.g. pitch-side advertising); format (e.g. branded merchandise); duration (s); number of identical references visible simultaneously; brand; and presence of age restriction or harm-reduction messages. ResultsBoxing contained the most gambling references, on average, per broadcast minute (4.70 references), followed by football (2.75), rugby union (0.55) and tennis (0.11). Formula 1 contained no gambling references. In boxing, references most frequently appeared within the area-of-play. For football and rugby union, references most frequently appeared around the pitch border or within the area-of-play (e.g. branded shirts). Only a small minority of references were for adverts during commercial breaks that would be subject to the whistle-to-whistle ban (e.g. 2% of references in football). Less than 1% of references in boxing and only 3% of references in football contained age restriction or harm-reduction messages. ConclusionsAs gambling sponsorship extends much beyond adverts in commercial breaks, the ‘whistle-to-whistle’ ban will have limited effect on gambling exposure. Gambling sponsorship activities rarely contain harm-reduction messages.

Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia

Based on the source credibility model and social network aspects, the authors investigated how endorsement on social media affects consumers' perception of the brand, attractiveness of the product, and ultimately, their impulse to buy. It was postulated that the endorsers' attractiveness, expertise, and trustworthiness, along with their interactivity with followers to be positively related with consumers' attitude toward the brand and merchandise attractiveness, which in turn led to impulse to purchase. These hypotheses were tested by conducting online survey with 204 participants in Indonesia. Study findings indicate that attitude toward brand was influenced by attractiveness and trustworthiness of the endorser, product attractiveness was positively associated with expertise and trustworthiness of the endorser. Brand attitude and merchandise attractiveness, in turn, are positively related to impulse to purchase.

BRAND IMAGE RELATIONSHIP, MERCHANDISE, AND ATMOSPHERE STORE WITH THE INTEREST OF BUYING A BRAND WAREHOUSE AT SOGO GALAXY MALL SURABAYA

This research is motivated by a decrease in the sales volume of the famous women's clothing. Warehouse located at Sogo Galaxi Mall Surabaya, the selling rights are owned by PT. Mitra Adiperkasa Tbk. From the data obtained from the women's clothing products, Warehouse Sogo Galaxi Mall Surabaya, in their sales from 2011 to 2015, their sales figures have always decreased. This has a direct impact on declining company revenue in line with the decline in sales volume of the Warehouse women's clothing. If this decline continues, it is feared that the company's performance will go out of business. In particular, the researchers chose the Warehouse women's clothing products whose sales for the Surabaya area are owned by PT. Mitra Adiperkasa Tbk. This study aims to determine the relationship between brand image, merchandise, and store atmosphere with buying interest in women's clothing products Warehouse at Sogo Galaxi Mall Surabaya. In this study, data was collected by distributing questionnaires to 75 respondents, which aims to determine the respondents' responses to each variable. The analysis used includes a validity test, reliability test, Spearman's rank correlation analysis, and t-test. From the results of the analysis using Spearman's rank correlation, it can be seen that the variables Brand Image, Merchandise, and Store Atmosphere all have a moderate and significant relationship with Purchase Interest in Warehouse women's clothing products. With the sequential results of the variables related to Purchase Interest is a Store Atmosphere of (0.558), Merchandise (0.551), and a Brand Image of (0.461)

Awareness of alcohol marketing, ownership of alcohol branded merchandise, and the association with alcohol consumption, higher-risk drinking, and drinking susceptibility in adolescents and young adults: a cross-sectional survey in the UK

ObjectivesTo explore awareness of alcohol marketing and ownership of alcohol branded merchandise in adolescents and young adults in the UK, what factors are associated with awareness and ownership, and what...

Gender Effects in a Multischool Alcohol Media Literacy Study With Preadolescents.

Alcohol media literacy (AML) programs have achieved positive results for alcohol prevention; however, gender may moderate program effectiveness. This study investigated gender differences for an Australian AML intervention. Fifth and sixth graders ( N = 165), allocated to an intervention or wait-list control group, participated in an AML program. Student questionnaires were administered at three time points. The intervention resulted in significantly higher media deconstruction skills but did not lead to less preference for branded merchandise or greater understanding of persuasive intent, and these effects did not differ by gender. Gender differences were present in social norms for drinking and alcohol expectancies. AML education likely has appeal and benefit to both genders as it connects with students' lifeworlds. Social norms may be more difficult to shift for males due to a more ingrained drinking culture. Future research could explore contextual factors responsible for gender differences.

The Impact of Consumer Animosity and Consumer Ethnocentrism on Intention to Purchase Foreign Products: The Case of Chinese Branded Household Appliances in Vietnam Market

Vietnam-China bilateral relationship has sharply declined due to the recent conflicts on both economic and political affairs. On top of that, the current controversial incident regarding the East Sea issue has constantly deteriorated the connection. At this critical time when the effects of consumers’ attitude toward Chinese products could not be overlooked, the empirical study aims to investigate the impacts of Consumer Animosity and Consumer Ethnocentrism on Purchase Intention of Chinese branded merchandise with the mediating role of Consumer Judgment. Household appliance category is chosen because of the dominance of Chinese brands in Vietnam market. In addition to the assessment of Animosity effect on Purchase Intention, the research is designated to examine its antecedences, including Perceived Economic Hardship and Normative Influences as well as their influences on Animosity. Structural Equation Modeling was utilized to test the theoretical framework, analyzing the data from a sample of 349 consumers with diverse backgrounds. The results have demonstrated that only Perceived economic hardship manifest a significant impacts on Animosity. Meanwhile, Animosity and Ethnocentrism have negative relationships with both Chinese branded household appliances Judgment and Purchase Intention. Overall, the study provides specific discussion and recommendations for the Vietnam household appliances industry and at the same time points into various directions for further researches.

Consumers' willingness to pay using an experimental auction methodology: applications to brand equity

AbstractResearch has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Although the experimental auction methodology has been well documented in the previous literature, its application in understanding brand equity has been minimal.The purpose of the study was to determine the relationship between brand equity and consumers' willingness to pay a price premium for branded apparel products using revealed preference methodology. In order to determine the relationship, the Becker‐Degroot‐Marshack experimental auction mechanism was used with the endow‐and‐upgrade approach followed with a survey. The survey included 10 multidimensional brand equity questions adopted from the Yoo and Donthu brand equity scale, demographics, previous brand experiences, importance of apparel product attributes and beliefs about brands. The experiment resulted in 100 usable observations. Brand equity was analysed using a composite score on the multidimensional brand equity measurement (Yoo and Donthu), willingness to pay a price premium was analysed using descriptive statistics and Tobit regression analysis was used to analyse the relationship between brand equity and the willingness to pay a price premium.Findings indicated that the overall brand equity score, a belief that there are more choices in branded merchandise and the importance of brand in making clothing purchase decisions had a modest positive and significant influence on the willingness to pay a price premium. The higher the brand equity, the higher the importance of brands in making clothing purchase decisions, and belief that there are more choices in branded merchandise, the higher the price premium a consumer was willing to pay.

An investigation into retail buying roles and responsibilities for own-label clothing: a multiple case-study

The purpose of this research is to investigate own-label buyers’ roles and responsibilities within the context of fashion retailing in the UK, as distinct from the roles of buyers of branded merchandise supplied by other companies. The elements of the fashion retail buying role are drawn together into a framework to offer academics and retailers a perspective on the ways in which theories on buying processes relate to practice. It concludes that buying own-label fashion products is largely similar to buying branded merchandise, with one of the main exceptions being in the area of new product development. Retail merchandisers were found to play a significant role within the buying function, yet there was a relative lack of collaboration between buyers and marketers within the sample.

The Central Rationale for Trademark Protection Is and Ought to Be the Need of Businesses to Protect their Brand Value Rather than the Public Interest

It has been misunderstood for years that trademark law was intended to protect the interests of consumers and improve the quality of information available at the marketplace. However, since the time of its inception, trademarks served the only purpose of indicating the commercial origin of services or goods at any given place (McKenna 2007). Public interest always played only a secondary role, even in traditional trademark law as can be seen from the numerous judgments where the courts denied relief though there was clear evidence that consumers were not likely to be deceived (McKenna 2007).With the functionality of innovation comes the reason to safeguard such innovation and this is the objective that drives business organizations to register their trademarks. In the following sections the importance of brand merchandise and the various reasons that drive businesses to protect their trademark is established and reviewed in detail. It is also established that businesses through centuries have always wanted to protect their brand image and with advancement in technology there has been no subversion of public interests, which always played a secondary role. This paper looks into the various aspects of trademark law that have been established over the years and asserts the importance of brand value protection that has turned into the core functionality of trademark law. Finally this paper concludes by establishing the various economic implications of trademark protection and how the current law is shaping through legislations and judgments around the world.

The Tobacco Tug-of-War: Advertising and Counteradvertising Tobacco Products to Youth

Declines in smoking prevalence have slowed over the past few years for both youth under the age of 18 and young adults aged 18–24. A major contributing factor is the sustained and ever-evolving marketing and promotion strategies of the tobacco industry, including use of cartoon characters, distribution of free tobacco products, tobacco brand merchandise, and promotional social and sporting events sponsored by tobacco companies. With tobacco industry advertising and promotion expenditures well into the billions of dollars annually, it is a difficult task for public health officials to counter such influence. The use of edgy media campaigns that go beyond basic health education and also educate on the tactics used by the tobacco companies to attract smokers have been successful at reducing youth and young adult smoking rates. Since 1996, there have also been a range of regulatory efforts to prevent tobacco marketing to youth under the age of 18. The purpose of this article was to review the existing evidence on the range of practices used by the tobacco industry to recruit and retain youth and young adult smokers, as well as to place such efforts in the context of public heath tobacco control programs and policies intended to protect this population from engaging in tobacco use.

Human Rights and Social Provision

Human rights queryfalse are typically presented in terms of entitlements, correlative duties, claims, “trumps,” and remedies. 1 These framings, which draw principally on law and philosophy, emphasi...

A proposed strategy for introducing moderately priced American brand merchandise in China

PurposeThe purpose of this paper is to provide a path forward, for the marketing mix elements, to be adopted by a US retailer entering the moderate brand market in China.Design/methodology/approachA number of recent studies focusing on the Chinese retail market, especially the apparel market, are examined. In light of these, the best method of progress for US retailers operating and/or intending to operate in China is formulated.FindingsThe emergence of the Chinese market is coupled with demographic, economic, cultural and technological factors as well as consumers' highly positive perceptions of Western brands seen as status symbols that have attracted foreign investors. However, when entering the market consideration should be also given to structure of retail environment, brand image, distribution formats and positioning efforts recalling that the Chinese market is relatively brand‐uneducated and diverse. Based on the information obtained emphasizes that diversity is the key in defining the market and limited localization should be the main concern of product mix.Originality/valueThis paper serves as a comprehensive guideline as it provides an overview of the Chinese market in addition to detailed strategies for US investors entering into China. It combines carefully studied opinions and viewpoints of experienced observers of the marketplace. The author contributes over 30 years of experience in the textile, apparel and retail sectors. Recommendations are provided for US retailers aspiring to serve this market by differentiating their marketing mix.

Talbots, Inc.

AbstractRetail ‐ Apparel and Accessory Stores (MIC: 5.8 SIC: 5621 NAIC: 448120)Talbots is a specialty retailer and cataloger of women's, children's and men's classic apparel, accessories and shoes. Talbots offers sportswear, casual wear, dresses, coats, sweaters, accessories and shoes, consisting exclusively of Co.'s own branded merchandise in misses and petites female sizes. Talbots Kids offers clothing and accessories for infants, toddlers, boys and girls. As of Jan 29 2005, Co. operated 1,049 stores in U.S., Canada and U.K. This included 521 Talbots Misses stores, 285 Talbots Petites stores, 41 Talbots Accessories and Shoes stores, 71 Talbots Kids stores, 95 Talbots Woman stores, 11 Talbots Mens stores, one Talbots Collection store and 24 Talbots Outlet stores.