Consumer Brand Research Articles

기업 콘텐츠 마케팅이 소비자 지각된 가치 및 브랜드 아이덴티티에 미치는 영향에 관한 연구

[Purpose]Nowadays, companies use content marketing to create awareness and attract more consumer brand interaction. Based on this, exploring the impact of enterprise content marketing on consumer psychology and behavior is important for companies to optimize their future marketing development strategies. This paper analyzes the impact of company content marketing on consumers’ perceived value and brand identity based on the impact of company content marketing on consumers’ perceived value and brand identity. It explores the factors influenced perceived value and brand identity of company content marketing. It also explores the moderating effect of product involvement. [Methodology]In this paper, the online questionnaire was used to collect data, and the data were analyzed using SPSS and AMOS software. [Findings]The results show that the company’s content marketing significant positively affects consumer perceived value and brand identity. It also proves the moderating effect of product involvement, for products with higher product involvement, corporate content marketing has a more substantial effect on consumers’ perceived value and brand identity. [Implications]This paper summarizes the relevant theories of company content marketing, consumer perceived value, brand identity, and product involvement, and provide useful references for enterprise development.

Effect of Digital Marketing Channels on Consumer Buying Intentions in FMCG Industry in Pakistan

Digital marketing and Advertising are pivotal in increasing customer information and awareness towards products and services and engaging them in decision-making. Digital mediums are persuasive advertising mediums, and due to the advent of technology and innovation, digital marketing and advertising are important. For instance, YouTube is used as a persuasive medium for advertising and shapes consumer decisions toward purchase. This research is based on the post-positivism research paradigm, and it is quantitative. For this purpose, the researcher used the questionnaires to collect data and performed hypothesis testing. The research was conducted based on FMCG product purchases and data collected from consumers of FMCG brands who are watching Digital advertising and are involved in purchase decisions. The data was collected through Google survey forms from the 385 respondents based on convenience sampling. The collected data was processed through Smart PLS and reliability tests, correlation analysis and regression analysis. The results were analyzed based on reliability; the results are consistent, and more than 70% accuracy was found in data collection. All the variables, including Digital Advertising, use of social media, Content Marketing, Product appeal, and Digital Display, have a significant impact on mediating variable customer satisfaction and interaction and this significant impact on consumer buying intentions. One hypothesis is rejected as content marketing in this case in significant variables, and all variables are significant with mediating and moderating impacts on consumer buying decisions.

Strengthening the Capacity of Micro Waqf Bank (BWM) Partners of Usaha Mandiri Sakinah through Digital Branding Training

Abstract. Online marketing is currently one of the most important requirements for business owners. Consumer brand awareness is a crucial part of online marketing. Branding is a method for MSMEs to build brand loyalty, which can stimulate recurrent purchasing of items by consumers. This service was provided by BWM Usaha Mandiri Sakinah, an institution that supports and empowers MSMEs inside Universitas Aisyiyah Yogyakarta. This community has 365 beneficiaries, all of whom are female entrepreneurs from the Gamping District. It is envisaged that through increasing brand awareness among consumers, digital branding training will assist market items manufactured by MSMEs supported by the Micro Waqf Bank. One of these is by creating a product logo. MSMEs may properly display their items by creating digital catalogues. Introduction to Brand Design (Identity Logo), Customer Relations Management Strategy, and Social Media Marketing Tools are solutions supplied to support the digital branding strategy of MSMEs that are members of BWM UNISA.

Analisis Pengaruh Brand Image, Perceived Quality, dan Resale Value Terhadap Kepuasan Serta Loyalitas Konsumen Produk Otomotif China dan Jepang di Indonesia

The purpose of this study is to analyze the factors that cause consumer satisfaction and loyalty to Japanese brands in Indonesia to be very high, thus causing the dominance of sales explained before. In addition, this study also analyzes the factors that cause sales of Chinese brand cars to lag behind Japanese brand cars, how to take the right steps to increase satisfaction and loyalty to Chinese brand consumers in Indonesia, and to compare the level of brand image, perceived quality, resale value, consumer satisfaction, and consumer loyalty between both of them. The population used in this study are Indonesian people who have private four-wheeled vehicles with brands originating from Japan or China. The number of respondents in this study amounted to 240, with the data collection method done through a questionnaire. The analysis in this study was carried out using the SPSS analysis tool. The results of the study indicate the fact that the factors that influence the dominance of Japanese brand sales in Indonesia for many years are the perception of product quality and consumer satisfaction. In addition, the factors that cause the Chinese car products to be less attractive in Indonesia than Japanese cars come from its brand image and consumer satisfaction. After testing the hypothesis, it can be concluded that to increase consumer satisfaction of Chinese brand cars in Indonesia is to focus on marketing strategies to improve brand image and perception of product quality, while increasing consumer loyalty can be done by implementing marketing strategies that focus on increasing product resale value and customer satisfaction. Finally, the results of the independent-t-test state that there are significant differences between brand image, perceived quality, customer satisfaction, and consumer loyalty between Chinese and Japanese brand cars in Indonesia.

The Meaning of Flexing Luxury Brand in Social Media Based on the Perception of Generation Z

The trend of utilizing luxury brands among Generation Z in Indonesia is on the rise. The shifting landscape of priorities among young individuals in this evolving era often results in tertiary needs taking precedence as primary necessities. Consequently, a hedonistic mindset emerges when indulging in luxury brand consumption. Furthermore, the inclination towards specific luxury brands goes beyond mere consumption; it fosters the development of a brand-focused lifestyle among the youth. Hence, a research initiative was undertaken to elucidate how Generation Z perceives luxury brands. Employing an interpretative phenomenological analysis (IPA) within a constructivist framework, alongside a qualitative exploratory approach, the study aimed to uncover participants' interpretations of luxury brands. Data were acquired through interviews, subsequently subjected to analysis using methodologies outlined by Smith, Flowers, and Larkin. The research findings underscored that one of the catalysts for this phenomenon lies in Generation Z's aspiration for acknowledgment and acceptance within society. Financial, functional, social, and individual values collectively contribute to shaping the significance attached to luxury brands among this demographic. Generation Z holds the belief that social validation can be garnered by enhancing their standard of living or social status through the adoption of luxury brands, fostering hedonism and brand-conscious behavior.

Engaging with (vs. avoiding) personalized advertising on social media

ABSTRACT This study investigates binomial consumer brand engagement (vs. advertising avoidance) in the social media context. Grounded in social exchange theory, the relationships between personalized advertising, information control, privacy concerns, advertising avoidance, and consumer brand engagement are analyzed by drawing on a survey comprising n = 429 participants. The findings reveal that personalized advertising boosts brand engagement while also reducing privacy concerns. Additionally, it has been discovered that privacy concerns do not have a significant impact on consumers’ engagement with a brand. Overall, this study demonstrates that consumers can recognize personalized advertising and are open to relying on it.

Consumer Segmentation in the Fashion Industry Using Social Media

due to the remarkable marketing and ecommerce opportunities that the internet hasprovided. This study is based on segmentation of consumers into different categoriesin the world of fashion using social media. This paper proposes two conceptual models(the FC-CBR model of consumer brand relationship and the FC-CBP model ofconsumer brand perception) for exploring further into these constructs and developinga more coherent theoretical framework. The study identifies factors of Consumer BrandRelationship (CBR) and Consumer Brand Perception (CBP) using social media in thefashion world. Subsequently, the manuscript groups fashion consumers into clustersusing K-means cluster analysis based on consumer brand relationship and consumerbrand perception. The manuscript demonstrates how the clusters can be used in thedevelopment of efficient targeting and positioning strategies by practitioners.

Positioning Analysis of AY Field Brand

For a considerable duration, the traditional dairy product market in China has been dominated by a dual oligopoly, primarily led by Mengniu and Yili. Regional brands such as Guangming, Junlebao, and Sanyuan have engaged in staggered competition, contributing to a pattern of feudal separatism among local brands. AY Group, positioned as a significant independent player in the China dairy industry, has strategically extended its reach downstream in the supply chain, establishing the consumer brand AY Field. Despite possessing a robust advantage in self-owned ranches and delivering high-quality products, AY Field grapples with challenges related to unclear market positioning and low brand awareness among final consumers. This study employs a SWOT analysis to delve into identifying a market positioning strategy that best suits the AY Field brand. The research reveals that the current dynamics of competition in the dairy industry market are predominantly concentrated in the high-end and low-end segments, leaving a noticeable gap in the middle market. Leveraging the natural, high-quality, and competitively priced attributes of AY Field milk, the recommended market position involves supplying ambient liquid milk that aligns with the consumption habits of young individuals and office workers. This strategic positioning aims to offer high-quality products at moderate prices, addressing the specific needs of the identified consumer demographic.

Enabling consumer reciprocity through voucher campaigns

PurposeThis study proposes that reciprocity appeal may influence consumers helping behavior. The authors suggest that this influence depends on the target of reciprocity (direct vs. indirect), consumer–brand social distance (close vs. distant) and frequency of exposure to the appeal over time.Design/methodology/approachThis research was conducted through three experimental studies. They were carried out both through online experiment (Study 1) and in laboratory (Studies 2 and 3). Study 3 consisted of an experiment combined with longitudinal growth models, supporting the hypothesis that repetitive periods decrease reciprocity over time.FindingsThe results demonstrate that consumers close to a brand become more prosocial toward the company when the reciprocity appeal is perceived as direct (vs. indirect). In contrast, the indirect reciprocity appeal influences consumers distant from the company. Furthermore, reciprocity appeal decreases consumer helping behavior over time, but indirect reciprocity appeal attenuates this negative effect only to close customers.Research limitations/implicationsThis research contributes to theory by showing that direct reciprocal appeals increase the helping behavior of close customers when company appeals are infrequently made.Originality/valueThis research is the first to empirically investigate the efficiency of voucher campaigns. Furthermore, it innovates by exploring a situation of direct consumer reciprocity in which the consumer decides to help a company with an expectation, but no explicit requirement, that the company will reciprocate.

Social Distance, Ethics, and Engagement with Social Networks: How Do They Interact?

ABSTRACT Social distance often motivates consumers to increase their interactions through social networking sites. This study identifies antecedents of consumer brand usage and brand connection of SNSs, under the influence of consumer perceived ethics (CPE), during the COVID pandemic and afterward (N = 308). The proposed model was tested using partial least squares-structural equation modeling with AMOS 23. In both periods, this study shows CPE consistently affects consumer engagement and involvement. The results demonstrate that in social isolation, affective engagement has higher relevance to driving Self-Brand Connection (SBC) among consumers and SNSs. On the other hand, CPE was demonstrated to provide consistent and significant effects in both periods, showing its stable capacity to impact brand involvement, engagement, use, and self-connection. In the context of the pandemic, this study demonstrates the consistent effects of CPE and other impacts of Consumer Brand Engagement (CBE) on brand usage and self-connection of SNSs.

A meta‐analysis exploring the relationship between perceived brand ethicality and consumer response

AbstractRecent research highlights the relationship between perceived brand ethicality (PBE), consumer purchase intention, and the consumer–brand relationship. Existing empirical studies offer mixed findings on whether these three relate positively, negatively, or not at all. Moreover, their relationships have not been the primary focus of existing meta‐analytic reviews. Therefore, we conducted a meta‐analysis to provide an empirical consensus to this debate by studying the magnitude of the association between PBE and consumer responses (purchase intention, brand trust, and brand loyalty). Moreover, we examined the moderating effects of self‐accountability and brand experience to expand our understanding of this relationship. After a thorough literature review from major databases and cross‐referencing of the relevant articles, we selected 31 peer‐reviewed articles for this meta‐analysis. The results reveal that consumer response to PBE positively influences attitude formation towards the brand and purchase intentions. Additionally, moderation analyses reveal the crucial roles of self‐accountability and brand experience in influencing the effects of PBE on consumer–brand relationships and purchase intention. Crucial theoretical and practical implications are discussed regarding these relationships, followed by limitations and future research directions.

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

PurposeIn the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations.Design/methodology/approachThe authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management.FindingsInsofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM.Originality/valueThis work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

Building customer's brand awareness through social media platform

The purpose of this research is to find out how the company, especially in the marketing division, builds customer brand awareness so that customers can recognize the company's products. Brand awareness is the first step to creating brand equity, where brand awareness refers to whether consumers can remember or recognize a brand, and brand awareness is related to the strength of the presence of a brand in consumers' memories. Brand awareness can be related to the cognitive aspect of consumers, where the more a brand can be remembered by consumers, the higher the level of brand awareness. Building brand awareness is important because before consumers buy a product, consumers will first recognize the brand of a product, especially for products that have high value. In the market, there are many companies that provide accommodation. By recognizing a particular brand of accommodation product, potential consumers' interest in buying a product that is already in their memory will be higher. This research is qualitative descriptive research where data is obtained directly as primary data using interview guides with several marketing staff, and observation. Meanwhile, secondary data was obtained from library sources both in the company and from online sources. All data is then collected, data reduction is carried out, tables are made, and analyzed and conclusions are drawn. The research results show that marketing really cares about Indonesia's demographic map, where more than 60% are millennials and Generation Z, where they are very connected to social media. There are several social media platforms used by marketing parties to build brand awareness, such as Instagram, TikTok, Facebook, YouTube, and WhatsApp, but there are indications that Instagram and TikTok are the platforms that are more popular with potential consumers.

Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets

The fast-growing middle class in emerging markets is leading luxury brands to adopt an affordable luxury (aka “masstige”) approach to reach the mass market. However, academic research in this promising area is scarce. Focusing on China, the world's largest emerging market, this research shows a novel pattern of masstige brand consumption: Instead of always preferring foreign masstige brands (e.g., Coach) as implied in previous international marketing literature, consumers in emerging markets prefer domestic masstige brands (e.g., Goldlion) when their personally oriented motives are made salient. In contrast, consumers prefer foreign masstige brands when their socially oriented motives are made salient. This stems from domestic masstige brands better manifesting self-focused intangible attributes (i.e., the actual value to please oneself), whereas foreign masstige brands are superior in other-focused intangible attributes (i.e., the symbolic value to impress others). Three studies using a multimethod approach provide converging results that support this phenomenon. The findings bring significant contributions to the literature and offer actionable implications for managers, including positioning and price promotion strategies for masstige brands in emerging markets.

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

PurposeProperty developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).Design/methodology/approachAround 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.FindingsResults indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.Research limitations/implicationsData and sample size were limited to meet the generalisation from different nations and cross cultures.Practical implicationsThe authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.Originality/valueThis study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

Brand Authenticity in The Heart of Local Fashion Brand Consumers and The Need for Relationship

Objective: This study aimed to investigate the antecedents of brand authenticity and its consequences on brand usage intention. Theoretical framework: The growth of the local fashion brands in emerging countries is pivotal due their economic impact, however, the previous studies do still not confirm local brands as the predictable driver in consumer choice. The brand uniqueness value that lies in authenticity needs to be explored furtherly. Method: This study uses quantitative research methods with a multivariate PLS-SEM approach. Respondents were taken from Generation Z who bought and use local fashion brands. There were respondents that eligible for this study obtained by online questionnaire. Result: The result of this study has contributed two new insights to the marketing field. Firstly, this study established the relevant dimensionality of brand authenticity in the context of fashion brands. Secondly, so far this is the first study that demonstrated the link between marketing content to brand authenticity mediated by brand clarity communication, and further its impact on brand usage intention through brand relation quality. In addition, this study indicates the moderating role of brand involvement in the brand authenticity formation. Conclusion: this study contributes new insights into the marketing field, through established the dimensionality of brand authenticity in the context of fashion brands. Lasty but most important finding that this study revealed the brand authenticity as heart of branding process from content, mediated by brand clarity and outflow the impact on brand usage intent through the brand relation quality. The notable of brand building in local fashion is to pursue relationship as the important direction to develop long lasting brand for generation Z.

From easy to known: How fluent brand processing fosters self‐brand connection

AbstractIn most marketplaces, brands face fierce competition. Those that are adopted into consumers' self‐concepts in the form of a strong self‐brand connection reap myriad benefits including more positive evaluations, increased purchase intentions, and greater customer loyalty. This research tests the premise that the processing fluency of two prominent branding elements, brand name and logo, may promote self‐brand connection. A series of three studies indicates that processing fluency, prompted either through repeated exposure to a logo (Study 1) or more easily processed brand names (Studies 2 and 3), is associated with a stronger self‐brand connection. Evidence across the studies supports that the sense of brand familiarity stemming from fluent assessment promotes narrative processes in which the brand is connected to aspects of one's life and that such narrative processing, in turn, leads to the formation of stronger self‐brand connections. Further, such evidence is provided via direct measures of self‐brand connections, investigation of consumers brand narratives, and hemostatic brain response as measured via functional magnetic resonance imaging.

ANALISIS PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DI CLOVIA RESTAURANT, HOTEL MERCURE JAKARTA SABANG

This research discusses the influence of brand awareness on purchasing decisions. It is important to pay attention to increasing brand awareness so that more consumers know a brand because the less brand is known to the public, the more difficult it is to increase purchases. This research aims to determine the influence of brand impression, brand recall, purchase decision, brand recognition, brand reach, consumption brand on awareness brand influence on purchase decisions, brand awareness overall influence on purchasing decisions, and find out level of brand awareness on Clovia Restaurant, Mercure Jakarta Sabang Hotel. Using a quantitative approach by distributing questionnaires to 393 respondents with certain criteria. Population in this study was focused on respondents who knew Clovia Restaurant. The result of this research, there is a significant influence on brand impressions, brand recall, purchase decisions, brand recognition, brand reach, and brand consumption on brand awareness on purchasing decisions. Brand awareness shows a significant of 0.000 < 0.05 which means that there is a simultaneous positive, significant influence on purchasing decisions at Clovia Restaurant. Also 85.4% brand awareness influence on purchasing decisions. Clovia Restaurant based on the existing level to the results of the questionnaire is at the level Brand Recall.

The activity of 210Pb in cigarette smoked in Kazakhstan.

The radon decay product 210Pb is a known component of tobacco. In this study, the activity concentration of 210Pb in the most popular cigarette brands (six samples) for Kazakhstan consumers was determined by beta spectrometry. The activity levels of 210Pb ranged between 2.69 ± 0.27 and 27.42 ± 2.74mBq per cigarette. Higher activity concentrations for 210Pb were found in Sample No.4 and showed an excess of the world average by 1.8 times. The average activity concentrations of 210Pb in cigarette tobacco were 10.42 ± 1.04mBq cig-1. The daily activities inhaled in the lungs of a smoker, and the resulting effective doses due to cigarette smoking were calculated. Effective doses per year due to cigarette smoking were calculated assuming that 42.13% of the 210Pb in tobacco were retained in the lungs of the smokers. It is concluded that for a smoker in Kazakhstan, the average effective dose ranges from 9.1 ± 0.9 μSv/year to 92.8 ± 9.3 μSv/year for a cigarette consumption of one pack of cigarettes per day. The results indicate that the annual effective doses from inhalation of 210Pb due to smoking one pack of cigarettes per day are from 7 to 58 times (for different types of cigarettes) greater than the annual effective doses from ingestion of radionuclides via the diet.

The analysis of brand reputation and willingness to pay price premium with regression analysis and classification algorithms

PurposeBrand reputation (BR) is one of the most important factors that affect the consumer–brand relationship and give businesses a competitive advantage. Businesses with a strong BR can increase their market shares and product market prices, in addition to gaining a competitive advantage. In order for businesses to have these advantages, they need to know and analyze their consumers. This study aimed to develop an alternative analysis method by using classification algorithms and regression analysis to measure and evaluate the effect of consumers' BR perceptions on their willingness to pay premium prices (WPP).Design/methodology/approachThe research data were collected from 483 participants by the online survey method due to the COVID-19 pandemic. The data were first analyzed with regression analysis, and the effect of BR on WPP was found to be significant. Then, using artificial intelligence (AI) methods that were not used in previous studies, consumers' perceptions of BR and WPP were clustered and classified.FindingsThe results revealed the highest and lowest customer groups with BR and WPP and empirically demonstrated that highly accurate practical classification models can be applied to determine strategies in line with these findings.Originality/valueThe model proposed in this study offers an integrated approach by using AI and regression analysis together and tries to fill the gap in the literature in this field. Therefore, the novelty of this study is to quantitatively reveal and evaluate the relationship between BR and WPP by using AI classification algorithms and regression analysis together.