Brand Management Research Articles

Research on Marketing Strategy based on Social Media Big Data

With the rapid advancement of internet technologies, social media platforms have emerged as pivotal channels for information exchange and dissemination. The vast amounts of user-generated data provide businesses with unprecedented insights. The analysis of big data from social media allows for more precise and effective marketing strategies. This paper aims to explore the characteristics of big data from social media and analyze its applications in marketing strategies. By delving into data types, volumes, structures, and user behavior, it reveals the main challenges businesses face in big data applications and proposes corresponding solutions. Precision marketing, brand management, market trend forecasting, and crisis management are significant areas of application for big data in marketing. This paper, through a detailed examination of these strategies, highlights the potential and challenges of big data in contemporary marketing. Ultimately, it seeks to offer theoretical support and practical guidance for businesses on how to develop and implement effective marketing strategies in a big data-driven market environment.

Store brand entry with asymmetric cost information

This study conducts a research on the dominated-retailer’s establishment strategy of a store brand in a supply chain, in which the retailer possesses private knowledge of the store brand’s product cost, while the manufacturer is only informed about the distribution of this cost information. The store brand entry with asymmetric information initiates a signaling game between the chain members. Through comparing equilibrium outcomes, we find that the pooling equilibrium consistently prevails as the dominant equilibrium, suggesting that the informed retailer is reluctant to reveal the cost information to her national brand cooperative manufacturer. We also explore the influence of a retailer’s store brand entry on the national-brand manufacturer’s performance. The findings reveal that, with asymmetric cost information, mutually beneficial outcomes for all parties involved can be achieved by the establishment of a store brand. Furthermore, we delve into how the asymmetric cost information affects the performance of the chain members. Surprisingly, our findings demonstrate that asymmetric cost information may be desirable not only for retailer, but also for the less informed manufacturer under specific circumstances. This suggests the possibility of supply chain members reaching a mutual agreement on the structure of asymmetric cost information.

Does Social Media Content Quality and Engagement Influence Consumer Satisfaction in the Apparel Industry?

This study examines the influence of social media marketing on consumer satisfaction in the apparel industry, with a focus on key factors such as engagement and content quality. The rapid growth of social media has reshaped the way consumers interact with brands, making it essential to understand how these platforms influence consumer behavior. The research problem centers on determining the impact of social media engagement and the quality of social media content on consumer satisfaction. The study aims to explore these relationships and provide insights into effective social media marketing strategies for apparel brands. Using a descriptive research design, the study was conducted in Coimbatore district with a sample size of 139 respondents identified through convenience sampling. Data was collected using structured questionnaires, and relevant statistical tools, including ANOVA, Correlation Analysis, and Multiple Linear Regression, were used to analyze the data. The findings reveal that frequent interaction with brands and engaging visual content are key drivers of consumer satisfaction. Findings of the study reveals that social media marketing plays a crucial role in shaping consumer behavior in the apparel industry, and brands must refine their strategies to meet consumer needs and enhance satisfaction through consistent, high-quality content.

Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumption

ABSTRACT This guest editorial article introduces a special section dedicated to the findings, paradoxes and opportunities that emerge from a progressing interest in branding, buyer choices, and the pursuit of well-being in luxury fashion consumption. Contemporary topics are considered that include religiosity in Halal economies, motivations that drive second-hand purchases through online redistribution modes, and trade-offs for sustainability in the consumption of luxury brands. The special section culminates in a systematic review of luxury fashion research over the last 13 years, observing common themes of consumer behavior and trends, branding and strategic management, product design and merchandising, advertising and communication as well as retailing and pricing. This summarises the evolving interests of stakeholders that inspire unique, innovative, and authentic luxury trends.

The contribution of organic private label products to private label share outcomes

PurposeThe growing demand for sustainable consumption motivates retailers to consider including organic private label products in private label assortments to attract and serve health and environmentally conscious consumers, while also possibly improving the image of the private label brand as well. This study aims to examine the impact of prioritizing organic private label products in private label assortments on private label share outcomes.Design/methodology/approachTheoretical predictions are empirically examined using a comprehensive store panel sales data set covering 50 distinct metropolitan markets in the USA from 2008 to 2011 in the yogurt product category.FindingsFindings indicate that private label products may provide strategic value for certain retailers, based on a variety of private label assortment, national brand competition and retailer characteristic dimensions.Research limitations/implicationsThis research serves as initial empirical evidence on how organic products may influence private label category share. Future research should consider additional product categories and geographic markets and also seek to understand consumer perceptual factors in more detail.Practical implicationsRetail managers can better understand the role that organic products play in private label portfolios.Originality/valueWhile much previous work has examined how organic products sell relative to conventional products and a sizable literature has investigated private label brand strategy, little research has explicitly examined the role of organic products within private label assortments.

From likes to luggage: The role of social media content in attracting tourists

The tourism industry has become increasingly information-driven where tourists need reliable information to make their travel decisions. Social media content creators have emerged as prominent figures in disseminating authentic and credible information about tourist destinations worldwide. However, scant attention has been paid to explore the role of social media content in influencing tourist inflows and tourist engagement with tourism-related content on social media. To fill this gap, the present study utilized three social media analytic tools: VidIQ, Tubebuddy, and Social Blade, to collect data pertaining to tourism-related content across six tourist destinations in the Arabian Gulf region. The results indicate that these six tourist destinations collectively attracted 47 million visitors in a single year while garnering 158 million views on YouTube. Our findings indicate that tourists’ consumption of tourism-related content on YouTube directly relates to the number of tourists visiting a destination. In addition, the present study also finds that destination popularity leads to higher number of video views on YouTube as well as higher numbers of tourists to the destination. Furthermore, the current study delineates the role of content creator characteristics in influencing user engagement with tourism-related content. The present study offers valuable insights for destination management organizations, tourism operators, tourism industry stakeholders, content creators, social media marketing managers and destination brand managers.

Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry

It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.

The Relationship between Quality Control and Corporate Brand Strategy in Operations Management

In today's competitive business environment, quality control and brand strategy are critical factors for corporate success. This paper aims to explore the close relationship between quality control and corporate brand strategy in operational management. Initially, the paper defines quality control and brand strategy and analyzes their importance in modern corporate operations. Subsequently, it elaborates on the role of quality control in enhancing product and service quality, as well as customer satisfaction, and the central position of brand strategy in shaping corporate image, accumulating brand equity, and competing in the market. Through case analysis, the paper reveals how quality control supports the implementation of brand strategy and how brand strategy influences the decision-making and execution of quality control. Finally, the paper discusses the challenges faced by companies in implementing quality control and brand strategy and proposes corresponding countermeasures. The findings of this study emphasize the importance of the synergistic development of quality control and brand strategy and provide guidance and recommendations for corporate practice.

Digital Content Marketing in Brand Management of Small Business Enterprises, Trading Companies and Territorial Marketing

Purpose: The research aims at a practical evaluation of the influence of digital content marketing in the system of brand management on the examples of small businesses, trading companies and territorial marketing. Methodology: To achieve the aim, the See-Think-Do-Care strategy was used, and a matrix of correlation of digital content and the object of realisation of digital content marketing in brand management was developed. Mathematical methods such as correlation analysis and regression analysis were used as well. Findings: The results of the study demonstrated that the type of digital content management is affected by the size and activity kind of the company, enterprise or organisation, which proves the necessity for diverse digital content. Correlation analysis enabled the proof of a tight correlation (0,98) between digital content marketing and brand management. A parameter indicating the influence of digital content marketing, was found to be expenses for digital content marketing. The parameter, illustrating the efficiency of brand management for small businesses and trading companies was determined to be average annual income, and for territorial marketing - number of tourists per year. Three types of models were built to determine the quantitative influence of digital marketing on brand management. The results of Model 1 have the most significant effect as the influence of digital content marketing on income increase, and thus, brand development amounts to from 8324 USD to 13571 USD. While talking about Model 2, income increase fluctuates from 3030 USD to 3600 USD per year. Evaluation results on Model 3 illustrate the insignificant influence of digital content marketing on income and brand management. Originality: In further studies, it is proposed to divide small businesses based on activity kinds and study digital content marketing in brand management depending on activity kinds.

Brand Equity in Pakistan’s FMCG Sector: The Influence of Employee Engagement, Brand Orientation, CSR, and Organizational Culture

This study explores the relationships between employee engagement, brand orientation, and corporate social responsibility (CSR) initiatives in enhancing brand equity in Pakistan's fast-moving consumer goods (FMCG) sector, using organizational culture as a moderator. Grounded in the Resource-Based View (RBV), this research highlights how internal organizational resources can provide sustainable competitive advantages through brand equity. A structured questionnaire was distributed to employees within FMCG firms, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that employee engagement, brand orientation, and CSR initiatives positively influence brand equity. Additionally, organizational culture significantly moderates the relationship between brand orientation and brand equity, while its moderating impact on employee engagement and CSR initiatives is less pronounced. The study offers valuable theoretical contributions by integrating internal factors within the RBV framework and practical insights for FMCG managers aiming to enhance brand equity. Limitations include the cross-sectional nature of the study and sector-specific focus. Future research should consider longitudinal approaches and explore additional moderating variables across different markets.

Increased Production, Waterglass Roll Saving Dyeing Efficiency, Branding Strategy, and Digital Marketing in Muara Bungo Mulia Batik

Batik is a cultural heritage of the Indonesian nation that has been recognized by the world through recognition by UNESCO. The development of Bungo Batik began during the national event, Indonesia Fashion Craft in Makassar in 2002. The demand for Bungo Batik increases every year because it is supported by the policies of the Bungo Regency Regional Government. But on the one hand, the obstacle is precisely the craftsmen themselves who are not able to produce on a large scale. The partner in this activity is Batik Mulia which was established in 2021. The limited production capacity of Bungo batik is because the equipment used is still very simple, such as the use of waterglass in the manual batik dyeing process so that it is wasteful and immeasurable. In addition, partners also need training in management, entrepreneurship, branding strategies and the use of digital marketing. The method of implementing the activity begins with an agreement between the service team and partners to solve problems. The solution offered by the team to partners is the procurement of appropriate technological tools in the form of Roll Saving Water Glass machines and several trainings needed by partners. The success of this activity can be seen by several positive impacts from the savings or efficiency of the use of water glass in batik dyeing, increasing batik production, and improving partner skills in online promotion, creating marketing content and using digital marketing.

Maintaining Business During Covid-19 Pandemic Through Social Media: A Content Analysis of Indonesian Football Club Instagram Account

Indonesia has become the largest football industry with a huge fan base. Football continues to become a profitable brand and generates extraordinary profits, considering that football has a wide and large market share. As a brand, many football clubs have realized the power of branding in marketing clubs outside the club's local market through branding strategies carried out into content on social media. Currently, social media has become a popular and effective new media in the branding strategy of a football club. Their Instagram account has gained millions of followers in recent years, creating an effective medium for sales and promotion. Many Indonesian big brands agree to sponsor the club as a way to promote their products as well. However, the global pandemic hit from March 2020 to August 2021, and there was a long hiatus for football matches, considering the branding activity of a football club is very dependent on the passing of matches in a competition. Football matches become the 'main product' that attracts the attention of fans and sponsors. Due to this catastrophe, how can football clubs in Indonesia maintain business during the COVID-19 pandemic through Instagram content? Using a semi-structured interview with internal parties of a big football club in Indonesia, this study generates some practical summaries and implications on how to maintain business during the COVID-19 pandemic. The result shows the significant influence of the COVID-19 pandemic on the content analysis of the Football Club in Indonesia through Instagram. Keywords: COVID-19, football, content analysis, social media, Instagram.

Analyze and Compare the Brand Development Process by Viettravel and Saigontourist

In the current era of globalization, brand development and management is an important factor for tourism businesses. Brands not only create recognition and trust from customers, but also play a decisive role in a company's competition and success. In the Vietnamese economy, Vietravel and Saigontourist are two of the most famous and reputable travel brands in the travel industry. This topic aims to analyze and compare the brand development process of Vietravel and Saigontourist. By looking at important factors such as development history, brand strategy, management and marketing, we can better understand how these two companies have built and grown their brands. . Vietravel and Saigontourist have distinct characteristics and different scales of operation. However, both companies have made efforts to build a strong and trustworthy image among customers. By taking an in-depth look at both of their brand development processes, we can recognize the success factors and challenges they have faced during this process. By researching this topic, we hope to have an overview of the brand development process of Vietravel and Saigontourist, and discover the factors that determine their success and the challenges they have overcome.

A Study on the Regional Branding Strategy of UNESCO's Creative City : Based on Sapporo, a City of UNESCO's Media Art Creation

A Study on the Regional Branding Strategy of UNESCO's Creative City : Based on Sapporo, a City of UNESCO's Media Art Creation

Optimizing Islamic Boarding School-Based Branding to Increase the Reputation of Islamic Higher Education

Objective: The main objectives of this research are to identify effective branding strategies, understand the impact of implementing Islamic boarding school-based branding on the university's reputation, and explore the role of Islamic boarding school values ​​in building a positive image of the institution. Method: The method used in this research is a qualitative approach with a case study design. Data was collected through in-depth interviews, participant observation, and document analysis. Results: The research results show that integrating Islamic boarding school values ​​in the curriculum, using social media for promotion, and collaborating with alums and Islamic boarding school figures are effective branding strategies in improving the university's reputation. Implementing these strategies has succeeded in increasing the attractiveness of Qomaruddin Gresik University in the eyes of prospective students and the wider community and strengthening alum loyalty. This research also found that Islamic boarding school-based branding can provide a strong and unique identity for the university, differentiating it from other Islamic universities. Novelty: This research emphasizes a holistic approach to optimizing Islamic boarding school-based branding, focusing not only on promotional aspects but also on integrating Islamic boarding school values ​​in all aspects of university operations.

How Significant is Instagram in Shaping Personal Branding? Literature Review

This study reviews existing literature on the role of Instagram in shaping personal branding, employing a qualitative method with a literature review approach. With the increasing use of social media, particularly Instagram, by individuals from various professional backgrounds, it is essential to understand the extent to which this platform influences personal branding strategies. Through comprehensive literature analysis, this research identifies the key factors that make Instagram an effective tool for personal branding, as well as the challenges and opportunities users face. These findings provide insights for academics and practitioners on optimizing Instagram for personal branding. The study concludes that Instagram plays a crucial role in shaping personal branding, contingent on strategic and appropriate use. Recommendations for further research and practical implications are provided to maximize the impact of personal branding on Instagram through data-driven approaches and creative strategies

The Effect of Work-Life Balance, Product Branding, and Use of Fintech Technology on Operational Efficiency of Start-ups in Yogyakarta

This study examines the effects of work-life balance, product branding, and fintech technology on the operational efficiency of start-up companies in Yogyakarta. A quantitative approach was employed, with data collected from 80 respondents using a structured questionnaire and analyzed with SPSS version 26. The results indicate that all three variables have significant positive effects on operational efficiency. Product branding had the strongest impact, followed by fintech technology and work-life balance. The findings suggest that start-up managers can enhance operational performance by prioritizing employee well-being, investing in effective branding strategies, and adopting fintech solutions. These insights contribute to the understanding of key drivers of operational efficiency in the start-up ecosystem and offer practical implications for improving start-up sustainability.

Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

ABSTRACT This study developed environmental, social, and governance (ESG) attributes in the hotel industry and tested their effect on hotel brand and consumer behavior using mixed methods. The qualitative approach was used to develop 11 hotel ESG attributes, while the quantitative approach was used to test research hypotheses. Furthermore, a fuzzy-set qualitative comparative analysis was used to test necessary and sufficient conditions. The results showed that most of the hypotheses were accepted, and that hotel ESG attributes had a positive effect on hotel brand and consumer behavior. Based on the results, this study provides meaningful and important insights into hotel ESG.

Optimisation of Sentiment Analysis for E-Commerce

Sentiment analysis is widely used today to make data-driven decisions in different industries, starting from marketing and including brand management, reputation monitoring, and customer satisfaction analysis. Its growing importance is closely linked with so-called ‘word-of-mouth’ communication, from reading online reviews to writing comments on social networks. Effective separation of sentiments ensures that companies' responses are timely and critical patterns are seen in big data sets. Statistical measures, information gain, correlation-based approaches, etc, have been employed for the feature selection. Still, the problem associated with text data mining is that they don’t convey the text's relative difficulty and additional features. To fill this gap, our research proposes a new feature selection technique through Ant Colony Optimization (ACO) and K Nearest Neighbour (KNN) performed on 28,000 customer reviews in different product categories. The results, therefore, showed an overall accuracy of 80.1%, with the Support Vector Machine (SVM) set at 80.5% on each selected feature, which was slightly higher than the Convolutional Neural Network (CNN), which scored a 78.41% accuracy. SVM remains on the mark of 83%, and for CNN, the rate achieved on the same was 80.8% when both were applied to the entire dataset. These facts rejected the infallibility of the simple and complex algorithms used singly in the sentiment classification, indicating that more sophisticated algorithms like ACO and KNN can provide business solutions to improve their service delivery based on customers’ feedback.

How Does Cultural and Colonial Heritage Affect Optimal Branding Strategies? Evidence From the Rice Sector in Senegal

ABSTRACTAfrica's cultural and colonial heritage has profoundly segmented rice markets. Whereas in ancient centers of rice domestication, consumers maintained preferences for local rice consistent with their cultural heritage, preferences have shifted toward imported Asian rice in coastal areas around seaports, due to prior exposure to colonial import substitution policies. To enhance the competitiveness of locally produced rice relative to imported versions, it is necessary to tailor new local rice products to both market segments. A study was conducted in Senegal to test branding strategies for local rice in a country where both market segments coexist. Brands that mimic local and international labels were developed for local rice, and urban consumers bid to upgrade non‐preferred to preferred brands through the Becker–DeGroot–Marschak (BDM) mechanism. Contrary to expectations, results from an endogenous switching regression show that descendants from ancient Senegalese rice domesticators placed premiums on local rice with foreign‐looking brands, indicating that foreignness is perceived as a quality cue even in market segments rooted in cultural heritage. Thus, branding local rice using a combination of local and foreign cues could be an effective strategy in promoting domestic rice to both segments shaped by cultural and colonial heritage.