Brand Image Research Articles

THE EFFECT OF GREEN MARKETING MOTIVATION FACTORS ON CONSUMERS' PURCHASE INTENTION THROUGH THE MEDIATING ROLE OF GREEN BRAND TRUST TO COUNTER GREENWASHING

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

Integrating Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value: A Study on Muslim Student Loyalty Mediated by Satisfaction

This study aims to analyze the effect of Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value on student loyalty, with student satisfaction as a mediating variable. This study was conducted at UIN Syarif Hidayatullah Jakarta using explanatory quantitative method. Data was collected through Google Form with a sample of 403 respondents from a population of 35,069 students. Data analysis was conducted using SmartPLS version 4.0.9.6. The results showed that Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value have a positive and significant influence on student loyalty. E-Service Quality and Muslim Customer Perceived Value also have a positive and significant effect on student satisfaction, but Brand Religiosity Image has no significant effect on student satisfaction. Student satisfaction has a positive and significant effect on student loyalty, but does not mediate the effect of Brand Religiosity Image on loyalty. Conversely, student satisfaction mediates the effect of E-Service Quality and Muslim Customer Perceived Value on student loyalty. These findings offer a new paradigm, namely the Islamic Higher Education Brand Religiosity Image (i-HEBRI), which emphasizes that Islamic universities need to internalize Islamic values and science in their brand and operations, and provide capable digital services to build student loyalty. This paradigm shows that to achieve student loyalty, it is not enough for institutions to have a strong brand image, but they also need to provide significant added value through quality services.

A qualitative study revisiting the theoretical lens of brand image and developing the consumer brand image schema

Purpose Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for greater clarity on how to examine brand image, particularly in different settings. Political branding is one setting that has received some attention, however, research has focused on “party” political brands and neglected “non-party” brands (independent candidates). Therefore, this study aims to examine how young citizens interpret independent non-party brands through the theoretical lens of brand image in the context of Guernsey and develop a systematic brand image framework that provides greater clarity to this topic area. Design/methodology/approach A qualitative interpretivist approach using focus group discussions was adopted to investigate the phenomenon from the perspective of young voters 18–24 years of age. Focus group discussions ceased upon reaching theoretical saturation and a six-staged thematic analytical strategy was adopted to analyse the findings. Findings This study revealed deep insight into the political brand image of non-party brands from the perspective of young voters in an under-explored context. More specifically, this study uncovered that Guernsey’s political brands were seen as “accessible”; however, there was little differentiation, identification and connection between young voters and politicians. Further, this study uncovered a series of opportunities for strategists such as the desire for a younger generational view and younger representation in the Guernsey Parliament and greater clarity, distinction and authenticity related to political brand image. Originality/value This study addresses explicit calls for further research on brand image with a distinct focus on non-party political brands. Further, this study concludes by presenting the “consumer brand image schema”; a systematic framework which can be used to uncover brand image within and beyond the setting of politics. Further, the framework operationalises the complex concept of brand image and provides a three-stage process to examine and develop brand image. This will enable strategists to develop targeted strategies and adopt appropriate tactics to manage brand image to ensure brands are differentiated and interpreted as authentic, relatable, engaging, accessible and identifiable.

Analisis Pengaruh Electronic Word of Mouth, Brand Image, Brand Trust terhadap Keputusan Pembelian pada Marketplace Shopee

This study aims to analyse the effect of Electronic Word of Mouth (e-WOM), brand image, and brand trust on purchasing decisions at the Shopee marketplace. The research method used is quantitative. Data was collected through questionnaires distributed to 100 Shopee users in Indonesia. The results of the analysis show that e-WOM, brand image, and brand trust have a positive and significant influence on purchasing decisions. Of the three variables, brand trust has the most dominant influence in shaping consumer decisions to make purchases. This research provides implications that Shopee needs to increase consumer trust and strengthen brand image to drive purchasing decisions through effective digital marketing strategies.

Determinants Brand Loyalty For Wardah Skincare in Riau Provinsi

This research discusses the influence of brand image, halal awareness and Islamic branding on brand loyalty among muslim consumers. This research aims to understand how these three variables interact and influence consumer decisions to remain loyal to a brand, particularly in the context of sharia based products. The method used is a quantitative approach with data collection through questionnaires distributed to consumers who use halal labeled products. The research population is the entire muslim community spread across cities in riau province. Convenience sampling is a type of sample where respondents are obtained randomly totaling 200 respondents. Research results show that a good integration of halal awareness can positively enhance brand loyalty, as consumers feel that halal awareness aligns with their personal and religious values. Unlike brand image and Islamic branding is not well integrated with brand loyalty. This research identifies gaps in the existing literature regarding the simultaneous influence of the three variables, with a significance value of 0.000.

ESG Performance and Enterprise Competitive Advantage Construction: A Case Study of Walmart

This essay opens with an in-depth discussion of the growing importance of ESG concepts in modern corporate management and highlights their significant role in promoting long-term corporate value creation. With the increasing global focus on sustainability, ESG concepts have become an integral part of corporate strategic planning and operational decision-making. Next, this article selects the global retail giant Walmart as a case study and uses SWOT analysis and other management tools to analyse in detail how Walmart has effectively constructed and consolidated its competitive advantages in the highly competitive market through the implementation of an active ESG strategy. The article specifically describes Walmart's practices on several ESG dimensions, including but not limited to the implementation of environmental protection measures, active support to the community, the enhancement of employee welfare, and the optimisation of corporate governance structure. In terms of environmental protection, Walmart has significantly reduced the environmental impact of its operations through measures such as reducing carbon emissions, improving energy efficiency and promoting sustainable products. In terms of community support, the company has strengthened its ties with local communities and enhanced its brand image through various community programmes and charitable activities. Employee well-being has been achieved through improved working conditions and career development opportunities, which have not only increased employee satisfaction but also enhanced the company's attractiveness. The article concludes by summarising the important contribution of Walmart's ESG practices to the company's sustainability and long-term competitive advantage and suggests possible future strategic directions and recommendations for Walmart in ESG based on current market trends and company performance. These recommendations are intended to provide valuable references and insights for Walmart and other companies in their future strategic planning and decision-making processes, especially in terms of how to balance economic efficiency and social responsibility to achieve long-term sustainable development. However, due to the limitation of data and the depth of research on Walmart ESG, the article still has limitations.

Exploring the mechanism of sustained consumer trust in AI chatbots after service failures: a perspective based on attribution and CASA theories

In recent years, artificial intelligence (AI) technology has been widely employed in brand customer service. However, the inherent limitations of computer-generated natural language content occasionally lead to failures in human-computer interactions, potentially damaging a company’s brand image. Therefore, it is crucial to explore how to maintain consumer trust after AI chatbots fail to provide successful service. This study constructs a model to examine the impact of social interaction cues and anthropomorphic factors on users’ sustained trust by integrating the Computers As Social Actors (CASA) theory with attribution theory. An empirical analysis of 462 survey responses reveals that CASA factors (perceived anthropomorphic characteristics, perceived empathic abilities, and perceived interaction quality) can effectively enhance user trust in AI customer service following interaction failures. This process of sustaining trust is mediated through different attributions of failure. Furthermore, AI anxiety, as a cognitive characteristic of users, not only negatively impacts sustained trust but also significantly moderates the effect of internal attributions on sustained trust. These findings expand the research domain of human-computer interaction and provide insights for the practical development of AI chatbots in communication and customer service fields.

Analysis of the Influence of Brand Image and Product Variety on Purchasing Decisions for Wizzmie in Sidoarjo Regency

The goal of this study is to explore at how brand image and product diversity effect consumer purchasing decisions for Wizzmie in Sidoarjo Regency. A quantitative research approach, including a survey procedure, was employed. Wizzmie clients were requested to fill out surveys in order to collect primary data. The data was analysed using multiple linear regression techniques. The study's findings imply that brand image has a favourable and significant influence on client buying decisions. Product diversity has a substantial positive impact on buying decisions. As a result, both brand image and product variety impact Wizzmie consumers' purchase decisions in Sidoarjo Regency. This research implies that companies should pay attention to and enhance their brand image and product variety to improve consumer purchasing decisions. It is hoped that this will help companies in designing more effective marketing strategies.

The Role of Satisfaction in Mediating the Relationship between Brand Trust and Brand Image towards Consumer Loyalty on E-Commerce Platforms

The rapid development of communication technology today offers increasingly diverse forms of communication, making communication unrestricted by boundaries, distance, space, or time. This is also driven by the continuous growth in internet usage, which has become a lifestyle for people to meet their needs. One of the needs that massively utilizes the internet is the activity of purchasing goods or services online, or what is known as e-commerce, which refers to the use of communication networks and computers to conduct business processes. The online business world is closely associated with various issues such as fraud, dissatisfaction, and other forms of dishonesty by marketers. Customer satisfaction has a positive impact on customer loyalty. Customer loyalty is usually identified through repeated purchasing patterns. Satisfied customers tend to make repeat purchases and demonstrate loyalty to the product. Customer satisfaction is the feeling of pleasure or disappointment experienced by a customer when comparing a product's performance with their previous expectations of the product. If the product's performance fails to meet expectations, the customer will be dissatisfied. This research aims to determine whether satisfaction can mediate the relationship between brand trust and brand image towards loyalty. The population in this study consists of residents in Denpasar City, with the sample determined using purposive sampling. Data analysis techniques use SEM PLS.

Effect of Sustainable Fabric Sourcing on Fashion Brand Reputation in Sweden

Purpose: The aim of the study was to analyze the effect of sustainable fabric sourcing on fashion brand reputation in Sweden Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Sustainable fabric sourcing has a positive impact on the reputation of fashion brands in Sweden. Brands that prioritize eco-friendly materials and ethical supply chains are increasingly seen as socially responsible, gaining consumer trust and loyalty. This shift reflects growing environmental awareness among Swedish consumers, who value transparency and sustainability in the fashion industry. As a result, brands that adopt sustainable practices often experience enhanced brand image, stronger customer relationships, and increased competitiveness in the market. However, the challenge lies in ensuring consistent implementation of these practices, as consumers are quick to criticize brands for "greenwashing" or failing to meet sustainability standards. Unique Contribution to Theory, Practice and Policy: Stakeholder theory, theory of planned behavior & resource-based view (RBV) may be used to anchor future studies on the effect of sustainable fabric sourcing on fashion brand reputation in Sweden. Brands should implement transparent communication strategies that detail their sustainable fabric sourcing practices. Policymakers should create supportive frameworks that incentivize sustainable sourcing practices in the fashion industry.

The Influence Mechanism of Cultural Fit on the Image of Time-Honored Brands: Based on the Perspective of Brand Extension

ABSTRACT International competition and the continual emergence of new brands pose significant challenges to time-honored brands, prompting many of these established brands to adopt brand extension strategies as a means of reshaping and revitalizing their brand image. Based on the theory of brand legitimacy, this study constructs a research model of cultural fit – brand legitimacy – brand image and proposes pop culture involvement as a moderating variable. Two Chinese time-honored brands in the pharmaceutical industry, Tongrentang and Pientzehuang, were selected as the experiment scenarios. The study finds that: in the process of brand extension, cultural fit plays a positive role in influencing the brand image of the time-honored brands; brand legitimacy plays a mediation role between cultural fit and brand image; pop culture involvement plays a negative moderating role between cultural fit and brand legitimacy. Applications have also been mentioned in the study.

Exploring predominant marketing strategies for branding higher education institutions in Tanzania

It is worth noting that the utilisation of marketing strategies by Higher Education Institutions (HEIs) operates within a complex and unclear environment. This study, therefore, explored the predominant marketing strategies used for branding HEIs in Tanzania. The study adopted an embedded mixed methods research design. Semi-structured interviews with 12 staff members from 6 HEIs, including 6 public relations officers (PROs) and 6 registrars were utilised. An online questionnaire was also administered to 100 students through Google Forms. PROs and registrars were purposively selected, while a convenience sampling technique was applied for student participants. Qualitative data were thematically analysed, while quantitative data were analysed using descriptive and inferential statistics using SPSS version 27. The findings indicated no statistically significant differences in the marketing strategies employed by public and private HEIs. This suggests that both private and public-owned HEIs employ a diverse range of marketing strategies, encompassing both traditional and digital approaches to enhance their brand image. The study also identified that word-of-mouth recommendations from current students, alumni, and other influential individuals emerged as a particularly influential marketing channel for HEIs. University websites and various digital platforms were also identified as key branding tools. Traditional approaches such as print media, school visits, and radio/TV advertisements still hold relevance to some extent. The study recommends that HEIs continue to invest in and optimise their digital marketing capabilities while also calling for the Tanzania Commission for Universities (TCU) to provide comprehensive guidance and support for the effective utilisation of both traditional and digital branding approaches.

Analyzing the Impact of Marketing Mix and Hospital Brand Image on Patient Satisfaction and Loyalty: A Study at XYZ Maternity Hospital

This study examines the impact of the marketing mix and hospital brand image on patient satisfaction and loyalty at XYZ Maternity Hospital. As healthcare services face increasing competition, especially among hospitals, marketing strategies such as the 7P marketing mix and brand image play a crucial role in enhancing patient satisfaction and building loyalty. The study uses a quantitative method with 205 postpartum patients as respondents. Data analysis using PLS-SEM reveals that both the marketing mix and hospital brand image have a significant positive effect on patient satisfaction, which in turn strongly influences patient loyalty. These findings underscore the importance of focusing on improving patient-centered services and maintaining a positive hospital image to foster long-term patient loyalty.

The Maze Walls of the City: An Analysis of the Bestselling Strategy of Haruki Murakamis Works

This paper provides an in-depth analysis of Haruki Murakamis The City and Its Uncertain Walls and its collaborative strategies with the publishing house Shinchosha, exploring the bestselling strategies on a global scale. Through the study of the novels themes and structure, combined with Shinchoshas market positioning and marketing techniques, this paper reveals how literary works achieve commercial success through hunger marketing and other marketing strategies. The analysis shows that, in addition to the fame of Haruki Murakami himself and the publishing house, limited releases, a unique brand image, and a deep emotional connection with readers are key factors driving the bestseller status of Murakamis work. Furthermore, this paper discusses how Shinchosha effectively enhances the international influence of the work through media utilization in an online + offline format, successfully maintaining the market competitiveness of traditional printed books in the context of the pandemic and the digital age.

Perceived Greenwashing and Its Impact on the Green Image of Brands

In contemporary society, the growing attention paid to environmental protection and sustainable development has led to an increasing demand for green products. To meet this demand, companies have widely adopt green marketing strategies aimed at attracting consumers through environmental attributes. However, the phenomenon of “greenwashing”, where companies exaggerate or mislead the public about their environmental actions, undermines consumer trust and damages brand reputation. This study explores the impact of brands’ green marketing strategies on consumers’ perception of greenwashing and green brand image through in-depth interviews and surveys. Initially, four key dimensions of brand green marketing were identified through interviews with 40 experts and industry stakeholders: products and services, communication, relationships and interaction, and commitment and values. Subsequently, data from 325 valid survey responses were collected online, and the hypotheses were tested using factor analysis and structural equation modeling. The results indicate that communication, relationships and interaction, and commitment and values effectively reduce greenwashing perception and, through this mediation, influence green brand image. This finding underscores the importance of brands avoiding false advertising in green marketing and ensuring the authenticity of their environmental information to maintain and enhance their green image.

Does Advertising Facilitate Supplier-Provided Trade Credit?

Abstract Using the data of non-financial firms from India, the paper finds that firms with large advertising budget tend to receive more trade credit from their suppliers than firms with low advertising budget. The findings are consistent with the assumption that advertising reduces information asymmetries, builds brand image, and improves firm performance. All of these factors facilitate the access to trade credit. The findings of this paper hold after numerous sensitivity checks.

Effects of brand visual identity on consumer attitude ：A systematic literature review

Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in May 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

Building A Sharia Entrepreneurial Ecosystem Through Halal Value Chain for MSMEs

Independent entrepreneurs promise certain material benefits if the entrepreneur succeeds in running the business. Sharia business and economic patterns are still a big challenge and opportunity to be implemented in Indonesia. Creating a sharia-based entrepreneurial ecosystem is very important for MSME players to be aware of so that they can optimize the business they run according to Islamic law and God's provisions. This halal value chain is a sharia economic sector that plays an important role in economic progress in Indonesia. However, for Indonesia, halal is an economic potential that has not been exploited optimally. One thing that supports building a sharia entrepreneurial ecosystem and is able to increase sales value is by carrying out halal certification on the products it makes. The Community-Based Empowerment Partner in this activity is UMKM Wijayakusuma Sejati assisted by Jatisawit Village Bumiayu Brebes. The aim of this service is (1) to provide partner knowledge in creating a sharia-based entrepreneurial ecosystem and mentality, (2) to provide production and marketing knowledge, (3) to provide business capital management competence, (4) to provide knowledge about production and marketing, management competence business capital, bookkeeping and preparation of financial reports, and (5) facilitating halal certification for Wijayakusuma Sejati MSME products. This training is needed for traders to create a sharia entrepreneurial mentality and halal certification based on the halal value chain so they are able to manage their business well, create a brand image for their products, and increase sales significantly.

Consumer Purchase Decision and Brand Image Analysis Through Product Quality and Price: Study Case Frozen Pastry in Jakarta - Indonesia

The study investigates the effects of product quality and price on the purchasing decisions of Bonpatis Danish pastry sheets, with brand image acting as a mediator. Indonesia's food and beverage industry, mainly retail, is experiencing significant growth as modern retailers like Hypermart introduce competitive products. A quantitative approach was used, applying Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to data collected from 83 respondents, mainly Hypermart bakery employees in DKI Jakarta. Results indicate that product quality and price positively influence brand image and purchasing decisions. Specifically, product quality boosts brand image and directly affects purchase decisions, whereas price influences purchase decisions directly but not via brand image. The study emphasizes the role of product appearance and packaging in shaping brand perceptions and suggests improving these elements to attract more consumers. Due to a limited sample size, the study recommends future research to explore broader aspects like customer satisfaction and loyalty. Keywords: Danish pastry sheet, product quality, price, brand image, purchase decision.

The Silent Saboteur: The Impact and Management of Malicious Word-Of-Mouth in The Digital Age

In the digital era, the impact of malicious word-of-mouth on individuals and businesses is complex. Malicious online reviews and false information can spread quickly, causing serious damage to personal reputation and corporate branding. This article provides an in-depth analysis of the effects of malicious word-of-mouth on various aspects of the economy and society, and proposes effective strategies for response. Through specific case studies, such as the controversy surrounding the BOY LONDON brand, the public relations crisis of the Wahaha brand, the damage to Jiang Ping's personal image, and the "pink-haired girl" incident, this article illustrates how malicious word-of-mouth can erode consumer decision-making autonomy, pose threats to personal physical and mental health, and tarnish the image of brands and enterprises. To address these challenges, companies and governments must take proactive measures, such as monitoring and responding to negative information on the Internet to maintain a positive image and strengthening Internet regulation to ensure the authenticity and transparency of information and to prevent the spread of false information. At the same time, improving public media literacy helps people identify and resist the influence of malicious word-of-mouth.