Brand Marketing Research Articles

Market Concentration of Branded Rice in Kerala

In Kerala rice is a staple diet. As per the information from Kalady Rice Millers’ Consortium, 40 per cent of the consumers in Kerala prefer branded rice, and out of this Kerala absorbs only 16 per cent, the rest of the branded rice is from outside states like Andhra Pradesh, Tamil Nadu and West Bengal. This study investigates the market concentration of Kerala’s branded rice market, focusing on the dominance of a few key players and its market share, pricing power, and concentration. The analysis employs four-firm concentration ratio, the Herfindahl-Hirschman Index (HHI), Gini coefficient and the Lorenz curve to reveal an oligopolistic structure, where a small number of firms control a substantial portion of the market. Major players like Pavizham, Keerthi Nirmal, Periyar, Kottaram, and Jayabharath, alongside the Kalady Rice Miller’s Consortium, play a crucial role in shaping the branded rice market in Kerala. The study involved a survey conducted between November 2023 and June 2024, with a random sample of 10 non-exporters, 5 exporters, and one co-operative rice mill, selected from the 46 branded rice manufacturers in the state, predominantly from Ernakulam and Palakkad districts. The findings of the study highlighted that the branded rice market in Kerala had an oligopolistic behaviour. This research fills a gap in understanding the distribution of market power in Kerala’s rice industry and offers suggestions for fostering greater competition and inclusivity in the market.

Exploring E-Commerce Live-Streaming Strategy in China

This article conducts a comprehensive analysis of the most cutting-edge topics in live-streaming e-commerce by reviewing 15 studies published between 2019 and 2024. The research is organized around four core areas of inquiry: live-streaming e-commerce modes and strategies, user participation and behavior, brand marketing and platform strategy, and technology application and influence. The review demonstrates the influence of diverse sales modes, including self-operation and third-party live streaming, on market competition and consumer engagement. Furthermore, the analysis identifies the influence of several key factors on consumer purchasing behavior, the strategic approaches adopted by manufacturers in integrating live-streaming channels, and the implications of AI and blockchain technologies in live-streaming commerce. The findings emphasize the significance of context-specific strategies in optimizing live-streaming e-commerce. They suggest that the successful integration of these technologies and strategies can lead to enhanced consumer engagement, augmented brand visibility, and improved overall market performance. Nevertheless, the study also identifies potential challenges and limitations, including the unpredictability of real-world market dynamics and the risk of reduced innovation in algorithm-driven economies.

Research on the Influence of Brand Interaction on Social Media Platforms and Consumers’ Purchasing Decision-making Process

With the rapid development of Internet technology and the popularity of social media, the interaction between brands and consumers has undergone profound changes. Social media platform, with its unique real-time, interactive and communication, has become an important bridge between brands and consumers. In the complex and changing market environment, brand building and maintenance is the key to the success of enterprises. With rapid changes in consumer behavior and market competition, brands need to adopt innovative strategies to strengthen their market position and consumer loyalty. The impact of KOL and KOC on consumers on social media platforms is complementary. KOL quickly increases brand awareness through extensive influence and professionalism, while KOC deepens consumers’ trust and desire to buy brands through authenticity and high interactivity. The combination of the two can form a complete marketing chain from awareness promotion to trust establishment to purchase transformation to maximize the marketing effect. This paper aims to explore how brand interaction on social media platforms affects consumers’ purchase decision-making process, and analyze its mechanism, influencing factors and effects, and give suggestions.

Intellectual Property Risks and Countermeasures in Cross-Border E-Commerce

Cross-border e-commerce has experienced rapid development driven by globalization trends, emerging as a significant force propelling international trade and economic growth. However, with the intensification of legal, cultural differences, and technological changes across nations, intellectual property issues in the cross-border e-commerce sector have become increasingly prominent. Intellectual property serves as the core of business innovation and market competition; any infringement thereof can lead to substantial financial losses for enterprises and erode market trust and brand reputation. Cross-border e-commerce enterprises face multifaceted intellectual property risks, including infringement, brand theft, and data leakage, particularly within differing legal systems, complicating these issues further. The protection of intellectual property is not only crucial for safeguarding corporate interests but also a necessary prerequisite for ensuring the healthy development of the global market. In response, cross-border e-commerce enterprises must adopt proactive measures, ranging from institutional construction to enhancing user awareness, to comprehensively address intellectual property risks and ensure their competitiveness and sustainable development in the international market.

A Comprehensive Review of Evolving Brand Image Strategies: From Universal Appeal to Targeted Resonance in Modern Marketing

In today’s fierce market competition, brand image building has become the object of attention of major corporations, more and more enterprises take brand image building as the key work of marketing, such as Amazon, and Disney. Therefore being fully aware of the model and internal mechanism of brand image sharping in enhancing brand market competitiveness, it can provide an effective reference for enterprises to improve the efficiency of brand image building. This paper is devoted to reviewing the history route of brand image building, and summarizing the typical cases, then summarize the business strategies of several different brands. Finally, we summarize the effective business strategy for brand image building, the first is high-quality products, good quality and cheap products always can attract more customers; the second is precise brand positioning, targeting customers to gain competitive advantages; the third is high-quality corporate culture, good cultural atmosphere can enrich the connotation of enterprises and the external competitiveness, to stand out from the homogenized products; the forth is great ethical image, enterprises though attend public welfare activities and other ways to create a positive brand image, then enhance customer’s loyalty.

Sports Merchandise Marketing Analysis of Sports Brand Marketing Strategies Taking Nike as an Example

Since the 21st century, rising economic productivity has increased incomes, thereby shifting the focus of individuals and societies from basic needs to richer spiritual lives and healthier lifestyles. Global brands such as Nike, Adidas, and Under Armour have expanded their reach into the Chinese market, reflecting a broader societal acceptance of sports goods. The increasing prevalence of products such as Arc’teryx jackets and LULULEMON yoga wear reflects a shift in perspective on health and fitness. Consequently, the sports goods market has become highly competitive, with brands launching new products, expanding their offerings, and enhancing cost-effectiveness while maintaining quality.In order to succeed, sports brands must adopt superior quality, innovative thinking, and unique marketing strategies. This article employs SWOT and 4P analyses to examine Nike’s marketing strategy and ascertain its customer appeal and high turnover. Additionally, it identifies shortcomings in Nike’s approach and proposes solutions. Using Nike as a case study, the article investigates how sports brands can develop practical marketing strategies to secure a strong market position.

3.G. Scientific session: Making WHO European Region the Healthiest Online Environment for children: Restrict harmful marketing

Abstract Children spend a significant amount of their time daily on digital devices using online services. While this can bring many advantages and benefits, it also entails dangers if not the online environment is not effectively regulated. Exposure to marketing of harmful products and services, particularly towards children, remains a pervasive challenge, despite the extensive evidence base documenting its negative impacts. This session will give an overview of integrating behavioural sciences with public health which suggested promising avenues for addressing the complexities of harmful digital marketing to children. Additionally, current tools developed by WHO Regional Office for Europe and Joint Actions, which Member States can use to address novel challenges like brand marketing will be presented. The tools help to map, monitor and regulate the digital marketing exposure of unhealthy foods and brands to children in their country. One focus will be on the need to objective monitoring of marketing exposure to inform policies and ensure that they are fit for purpose. This is particularly challenging, as traditional monitoring tools struggle to keep up with automated, targeted and personalized advertisements. Due to the complexity to successfully restrict marketing exposure to children, strong collaborations are needed. Collaborative efforts of the Joint Action PreventNCD and the WHO Europe will be presented. Specific goals set by the Joint Action, as well as the importance of a sustainable approach will be highlighted. A discussion on the way forward will focus on how tangible impact can be created in the WHO European Region. Key messages • Need for effective tools to address novel challenges and successfully monitor and regulate harmful marketing to children. • Need for integration of behavioural science and strong collaborations to create real impact.

Innovative tools from WHO Europe to protect children from digital marketing of unhealthy products

Abstract Children in the WHO European Region are extensively exposed to marketing of unhealthy products, including tobacco, alcohol, HFSS foods, and gambling, which negatively influences their dietary choices, behaviors, and perceptions of a norm, threatening their health rights. Recognizing the urgency to protect children’s developmental potential and rights, WHO has actively addressed this issue both within Europe and globally. In 2010, WHO issued recommendations for Member States on marketing foods and beverages to children. Building on these efforts, the CLICK framework for monitoring digital marketing to children was introduced in 2018. In 2023, WHO released guidelines urging countries to adopt comprehensive, mandatory policies to protect children from HFSS food marketing. Despite political commitments and policies, children and adolescents continue to be exposed to unhealthy product marketing, increasing their risk of NCDs as online activity rises. At the same time, while efforts have focused on restricting specific products, rapid changes in digital marketing strategies necessitate broader measures. Emerging trends include promoting brand loyalty among young children through brand characters and logos. Tools and support are urgently needed to monitor and implement WHO recommendations in online settings, including brand marketing. Despite WHO recommendations, few countries have implemented mandatory policies. Reliable monitoring mechanisms are essential. To address this gap, the WHO Regional Office for Europe developed the KidAd platform to monitor children’s exposure to digital advertising.

A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis

Using a SWOT analysis, this study investigates the brand marketing approach of Luckin Coffee, a well-known Chinese coffee company. With the backdrop of the rapid evolution of marketing strategies driven by the Internet and new media, this study aims to address the gap in understanding how marketing strategies can be tailored to a specific company's unique characteristics. Specifically, it investigates Luckin Coffee's strengths, weaknesses, opportunities, and threats based on an analysis of its current marketing efforts across channels and relevant brand topics. The findings provide insights into how Luckin Coffee can optimize its marketing strategy to seize opportunities and mitigate threats, ultimately contributing to the enhancement of the brand's competitiveness and relevance in the market. This research is a valuable reference for other coffee brands seeking to formulate effective marketing strategies in today's dynamic business environment.

Testing a nutrient composition threshold model to classify brands for marketing restrictions.

Food marketing restrictions often apply nutrient profile models (NPM) to distinguish unhealthy products that should not be advertised, however brand-only marketing remains largely unaddressed. We sought to test a threshold method for classifying packaged food, beverage, or fast-food brands as (non)permitted for marketing, based on the nutrient profile of their product-lines. We retrieved nutrient information from the Nutritrack databases for all products sold by the top 51 packaged food, beverage and fast-food brands in New Zealand, selected by market share. All products under each brand were classified as permitted (or not) to be marketed to children, using the NPM for WHO Western Pacific. The 25%, 50%, 75% and 90% threshold of brands' products permitted to market were compared. The 50% and 75% thresholds were compared to the WHO CLICK method, which is based on assessment of the brand's leading product. The 90% threshold permitted 13% of the brands to be marketed to children. The 25% threshold permitted the marketing of 62% of brands. The 50% and 75% thresholds remained highly sensitive in identifying brands that should not be marketed to children. Comparison to the WHO CLICK method identified that a threshold method is more comprehensive and less arbitrary. A threshold model based on product-line nutrient profiling provides a robust and option for brand classification. The 50% and 75% thresholds may be the most politically preferred options for use in regulation, while remaining highly effective. Brand marketing (e.g. sponsorship) remains largely unaddressed in existing restrictions on unhealthy food and beverage marketing to children.An established Nutrient Profile Model can be applied to a brand's entire product line, allowing calculation of the proportion of products that would not be permitted to be advertised to children.Restricting brand marketing for food and beverage brands with less than 50% or 75% of their products classified as 'permitted to be marketed to children' is a robust and evidence-based method that can be applied in regulation, with potential to mitigate industry challenges.

An Analysis of MUJIs Successful Strategy in the Chinese Market

Abstract: The Chinese consumer market has changed significantly in the last few years due to a tendency toward simplicity and a change in customer sentiments. MUJI has effectively entered the Chinese market by using its sustainable development idea and minimalist style, allowing it to adapt to this shift. This paper aims to examine the innovative marketing strategy employed by MUJI in the Chinese market, its capacity to achieve long-term growth, and its role as a symbol of the minimalist lifestyle, while demonstrating an ability to adapt to the changing needs of its customers. In this paper, both literature review and data analysis are employed to provide an in-depth study of MUJIs strategy to enter the Chinese market. The results show that Chinese consumers preference for MUJI products not only stems from their simple and practical design, but also coincides with the concept of minimalist aesthetics in traditional Chinese culture. In addition, MUJI's unique advantages in product quality, brand image and marketing strategy further enhance its competitiveness in the Chinese market. Through specific analysis, it comprehensively discusses the success factors of this Japanese brands minimalist design style in the Chinese market, which provides a reference for the design and marketing of other international brands in the Chinese market.

Exploration of the Traffic Safety of Battery Electric Vehicles: A Case Study of Tesla Vehicle-Involved Crashes in Pennsylvania, USA

After decades of efforts, the number of battery electric vehicles (BEV) has increased greatly around the world. Meanwhile, their unique technical features also bring many new traffic safety challenges. Using traffic crash data from Pennsylvania from 2018 to 2021, this study aims to identify characteristics and trends of BEV crashes by comparing those crashes involving Tesla vehicles (the premier BEV brand in the auto market of the United States) with crashes involving internal combustion engine vehicles (ICEV). First, Tesla and ICEV crashes are compared for crash severity, collision type, spatial and temporal distributions, and environmental features. Tesla crashes show no significant difference from those of ICEVs in severity, but they have many more rear-end and angle collisions. In addition, Tesla crashes are found to concentrate in peak hours and around noon, occurring mainly in urban areas, at intersections, and on state roads. A logistic regression model is then built to identify the important factors influencing the severity of Tesla crashes. The findings are expected to provide new insights which will help researchers understand better traffic safety issues around BEVs.

Building Emotional Connections Through Marketing Strategies: A Case Study of Lululemon

Abstract: This paper examines how Lululemon, a premium athletic apparel company, leverages its marketing strategies to establish emotional connections with consumers. By analyzing Lululemon's community engagement, ambassador program, storytelling, product quality, transparent communication, and social responsibility initiatives, this study uncovers how these strategies collectively enhance brand loyalty and market influence. Utilizing qualitative analysis and case study methods, this paper provides a comprehensive understanding of Lululemon's successful marketing strategies. This study employs a qualitative research approach, utilizing case study methodology to analyze Lululemon's marketing strategies. Data were collected through an analysis of Lululemon's official website, social media activities, public marketing materials, and industry reports.

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how marketing capabilities affect brand orientation and performance. Specifically, the study considered the mediating impact of value cocreation and the moderating effect of innovation capabilities on the association between brand orientation and performance. Design/methodology/approach The population of interest included SMEs exporting food and agricultural products. A sample of 296 managers and export executives completed the questionnaire. Structural equation modeling (SEM) using Smart PLS3 was applied to analyze the data. Findings The findings revealed that export market planning capabilities positively affect brand orientation, but the impact of marketing information capabilities on brand orientation was not supported. The results showed that brand orientation was directly and indirectly associated with brand performance through the mediating effect of value cocreation, and that innovation capability adversely moderated the relationship between brand orientation and performance. Research limitations/implications This research focused only on two primary internal marketing capabilities affecting brand orientation, i.e. market information and product planning capabilities. Practical implications Explaining why some international SMEs adopt brand orientation activities, the results may help international firms increase their brand performance by emphasizing their marketing capabilities and creating covalue with their customers. Originality/value This research expands the existing knowledge of branding in international markets.

Examining how consumers can love brands through internal storytelling

Purpose This research aims to empirically test the boundary conditions under which the archetype-based narrative structure of storytelling brand advertisement through internal endorsement can generate brand love by making the consumers anthropomorphize the brand archetype. Design/methodology/approach Two studies based on survey and experimentally designed stimuli were conducted to validate the conceptual framework. The data were analyzed using confirmatory factor analysis and process macro on SPSS. Findings The results support that when the brand is endorsed in the storytelling ad by an internal endorser or storyteller, the narrative structure of the storytelling ad impacts brand love via the anthropomorphization of the brand archetype. The congruence between the internal storyteller’s personality and the archetype’s personality moderates the effect of the narrative structure on the anthropomorphization of the brand archetype, leading to brand love. The psychological sense of brand community further conditions the moderating impact of congruence. Originality/value The research provides insights to the brand marketers that internally endorsed archetype-based storytelling brand ads can be effective when the personality of the internal endorser is congruent with the personality of the archetype and the target consumers have a strong psychological sense of brand community.

Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults

Purpose With the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising endorsements of celebrities and online influencers within the framework of parasocial relations and multiculturalism. Design/methodology/approach This study engaged 42 Malaysian young adults aged 18–24 in semistructured interviews. They were asked to share a television commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility and endorsement effects. Findings Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers. Research limitations/implications This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and social media influencer endorsement. Practical implications Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heroes can serve as nation-building agents through celebrity endorsement in advertising. Originality/value Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.

A Review on Sustainable Marketing Strategy for Crocs

Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract peoples attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.

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.

How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust

PurposeThe study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand loyalty through brand authenticity.Design/methodology/approachAbout 446 valid samples were collected through an online survey of Chinese consumers of international sports brands. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) were employed to test the research hypotheses.FindingsSEM results indicate significant positive correlations among brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity. All dimensions of brand authenticity exert notable positive impacts on brand attachment, brand trust and brand loyalty. Brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity not only directly influence consumer brand loyalty but also indirectly affect it through brand attachment and brand trust; fsQCA results reveal five heterogeneous configurations to predict brand loyalty.Originality/valueThis study not only uses SEM to validate the structural relationships among the three dimensions of brand authenticity and their linear relationships with brand attachment, brand trust and brand loyalty but also uses fsQCA to identify nonlinear relationships between concepts. It extends complexity theory to the research field of brand authenticity–brand loyalty. Furthermore, based on the research results, this study provides management suggestions for brand managers and marketers.

Using Digital Marketing Strategy and Perceived Value to Promote Brand Trust in Chinese Mobile Phone Brands

Over the past few years, China’s branded mobile phone industry has experienced significant growth, becoming one of the largest global markets. With fierce domestic and international competition, brand trust has emerged as a crucial factor influencing consumer purchasing decisions. Consumers trust mobile phone brands that excel in product quality, service, and value. This study explores how digital marketing strategies and perceived value enhance brand trust in Chinese mobile phone brands. The study formulates a research model and designs a survey questionnaire by reviewing relevant literature on digital marketing strategy, perceived value, brand trust, and Chinese mobile phone brands. Data is collected through an online survey using SPSS software to analyze the relationship between digital marketing strategy, perceived value, and brand trust. Finally, considering the unique characteristics of the Chinese mobile phone brand market and the research findings, the study provides practical recommendations for Chinese mobile phone brands. Keywords: digital marketing strategy, perceived value, brand trust, Chinese mobile phone brands