Brand Websites Research Articles

The nutritional profile of commercial complementary foods in Japan: comparison between low- and high-price products.

Despite the increasing market share of commercial complementary foods, their nutritional characteristics and those associated with the price of products are still unknown in Japan. We compared the nutritional characteristics of commercially available complementary foods of different price levels in Japan. Data were obtained from the websites of Japanese brands of infant and young children's food. Nutrient profiles (unit/100 g), ingredients and food additives were compared between low- and high-priced products by product type. Sixty-three dry meals, 425 soft meals, 187 snacks and sweets, and 60 drinks were analysed. One-fifth of meals and snacks exceeded the CODEX-defined limit (200 mg Na/100 g). Most products lacked content information on nutrients non-mandated to be indicated. High-priced soft meals contained more protein (2·5 v. 1·9 g/100 g) and less Na (0·18 v. 0·46 g/100 g), less frequently used ≥ 1 added sugar (23 % v. 82 %), and less frequently used food additives than low-priced products; however, they had a lower variety of ingredients. The prevalence of products containing ≥ 1 added sugar was higher in low-priced snacks and sweets (91 % v. 77 %) but lower in drinks (48 % v. 84 %) than in their high-priced counterparts. High Na content is a concern among commercial complementary foods in Japan. Nonetheless, the relationship between the price and nutritional profile of these foods differs by product type. High-priced soft meals might be more favourable regarding nutrient content but not the variety of ingredients than low-priced counterparts. These findings elucidate the nutritional characteristics of commercial complementary foods in Japan.

Tobacco-Derived Nicotine Pouch Brands and Marketing Messages on Internet and Traditional Media: Content Analysis.

Nicotine pouches and lozenges are increasingly available in the United States, and sales are growing. The brands of nicotine pouch products with the largest market share are produced by tobacco companies. The aim of this study is to examine the marketing of 5 oral nicotine products sold by tobacco companies. Internet, radio, television, print, and web-based display advertisements between January 2019 and March 2020 for 6 brands of nicotine pouches and lozenges were identified through commercially available marketing surveillance systems supplemented by a manual search of trade press and a review of brand websites. A total of 711 advertisements (122 unique) were analyzed to identify characteristics, themes, marketing strategies, and target audiences, and qualitatively compared by brand. All 5 brand websites were also analyzed. Coders examined the entirety of each advertisement or website for products, marketing claims, and features and recorded the presence or absence of 27 marketing claims and lifestyle elements. All 6 brands of nicotine pouch products spent a total of US $11.2 million on advertising in 2019, with the most (US $10.7 million) spent by the brand Velo, and 86.1% (n=105) of the unique advertisements were web-based. Of the 711 total nicotine pouch advertisements run in 2019, the 2 brands Velo (n=407, 57%) and ZYN (n=303, 42%) dominated. These brands also made the greatest number of advertising claims in general. These claims focused on novelty, modernity, and use in a variety of contexts, including urban contexts, workplaces, transportation, and leisure activities. Of the 122 unique advertisements, ZYN's most common claims were to be "tobacco-free," featuring many flavors or varieties, and modern. Velo was the only brand to include urban contexts (n=14, 38.9% of advertisements) or freedom (n=8, 22.2%); Velo advertisements portrayed use in the workplace (n=15, 41.7%), bars or clubs (n=5, 13.9%), leisure activities (n=4, 11.1%), transportation (n=4, 11.1%), sports (n=3, 8.3%), cooking (n=2, 5.6%), and with alcohol (n=1, 2.8%). Velo and ZYN also included most of the images of people, including women and people of color. The 36 Velo ads included people in advertising in 77.8% (n=28) of advertisements, and of those advertisements with identifiable people, 40% (n=4) were young adults and 50% (n=5) were middle-aged. About one-third (n=11, 35.5%) of the 31 unique ZYN advertisements included people, and most identifiable models appeared to be young adults. Brands such as Rogue, Revel, Dryft, and on! focused mainly on product features. All nicotine pouch products made either tobacco-free, smoke-free, spit-free, or vape-free claims. The most common claim overall was "tobacco-free," found in advertisements from Rogue (1/1, 100%), ZYN (30/31, 96.8%), Velo (19/36, 52.8%), and Dryft (1/3, 33.3%), but not Revel. Nicotine pouches and lozenges may expand the nicotine market as tobacco-free claims alleviate concerns about health harms and advertising features a greater diversity of people and contexts than typical smokeless tobacco advertising. The market leaders and highest-spending brands, ZYN and Velo, included more lifestyle claims. Surveillance of nicotine pouch marketing and uptake, including influence on tobacco use behaviors, is necessary.

Data-driven influencer marketing strategy analysis and prediction based on social media and Google Analytics data

Due to various uncertainties on social media, data-driven strategy has become a necessity for influencer marketing. Typically, a promotional post by an influencer aims to direct the viewers to buy a product from a brand's website. The objective of this paper is to analyse the factors that contribute to the popularity of promotional posts in terms of likes and website visits count. This research utilised Facebook (FB), Instagram (IG) and Google Analytics (GA) data collected from the ambassadors (or influencers) of MeCan App, a Malaysian e-commerce company. The factors that contribute to popularity have been successfully identified, such as the optimal posting time, hashtags, image type, interval and ratio of posts. For example, they should post based on the ratio of one regular post for 5.4 promotional posts for the best exposure. Additionally, regression methods were implemented to predict website visit count, with an accuracy of 69.9 per cent using Random Forest Regressor.

Peran Brand Image Situs Tripadvisor Memediasi Pengaruh Ewom terhadap Niat Beli Kamar di Kabupaten Badung

EWOM given by other consumers in a sharing review platform or community can influence consumers' purchase intentions. TripAdvisor as an online review site that provides access for its customers to write a review. On the TripAdvisor site, people who want to share their experiences are required to become regular users and have their TripAdvisor account first and it is known that 65% of respondents see hotel reviews before making a booking. Thus, high ratings and good reviews from customers can create profits for hoteliers as EWOM can help hotels attract new customers. The purpose of this study was to determine the effect of EWOM on room purchase intention in Badung Regency and the role of Tripadvisor website brand image in mediating the relationship between EWOM and room purchase intention. This research method uses a quantitative approach and Partial Least Square Structural Equation Modeling (PLS-SEM) analysis. The population determined in this study is the Indonesian population with a sample of 180 respondents in accordance with the provisions of the sample calculation. The equation models analyzed are the outer model, the inner model and hypothesis testing. Based on the results of calculations using PLS-SEM software, the results show that there is no significant effect between the effect of EWOM on room purchase intentions, there is a significant effect of brand image on EWOM, the brand image of the Tripadvisor site has an effect on room purchase intention and there is a significant influence on brand image the Tripadvisor website as a media to mediate the influence of EWOM on room purchase intentions in Badung Regency. The implication of the results of this study shows that hotels around Badung Regency must maintain professionalism in improving the quality of services and facilities provided to tourists so that they can increase the value of reviews on the Tripadvisor site.

B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands

This research explored important questions concerning how top-performing African B2B service brands position their brands in this increasingly globalised, technology-driven and competitive digital ecosystem. In Study 1, we performed a content analysis of the homepages of the websites of 140 top-performing African B2B service brands to explore the most frequently used positioning signals. In Study 2, we conducted semi-structured interviews with 32 managers to understand the processes, challenges and, ultimately, the tension involved in managing their brands. Our analysis revealed tensions around curating a sense of professionalism, building a sense of trustworthiness and being proud of African roots. The research contributes to the literature on B2B brand positioning to show how the alignment between the signal on delivered positioning on brand websites and managers' perception in developing brand positioning may shape different positioning strategies. In addition, the study offers practical implications for managers of B2B service brands in Africa on how to develop their brands, decide the possible signals to include in their websites and manage the branding tension within their business operations in the best way.

A research article on Importance of Online Customer Reviews on Customer Purchase

Online product reviews have grown into a valuable source of information influencing purchases with the rise of digital and social media. Customer reviews are a type of feedback for online stores and electronic commerce. Nowadays, consumers have constant access to online product reviews because to resources like smart phones, 24x7 internet access, and other resources to access websites. This product review has developed into a well-liked and successful marketing and sales tool that influences consumer product purchase behaviour. There are many platforms, such as online retailer websites, E-Commerce websites, brand websites, brand community blogs, and third-party reviews, where consumers can participate and engage in discussions about their purchase and consumption experience. Consumer opinions may influence the overall product sales and assist a customer in making a purchase. The goal of this study was to determine whether there is a link between consumer reviews and consumer buying habits. The purpose of this study is to clarify how various internet reviews affect consumers' purchasing decisions and intents. Online customer reviews (OCRs) are now a key resource for product details and have a significant impact on consumers' purchasing decisions. The decision-making process for consumer purchases has been significantly impacted as a result. OCRs' implications on customer behaviour have recently drawn a lot of scholarly interest. Therefore, it is necessary to review these impacts. The most recent research on the connections and linkages between OCRs and client buying is thus examined in this study.

The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce

<span>This study aims to examine the effect of Brand Ambassador, Website Quality, and Electronic Word of Mouth (E-WOM) partially and simultaneously on Purchase Decisions in Shopee e-commerce. This study uses a quantitative approach with primary data sources collected through questionnaires. The data sample used was 125 respondents from the Management Study Program FEB-UMM (Faculty of Economics and Business, University of Muhammadiyah Malang) as Shopee consumers. The sampling technique is non-probability sampling using the purposive sampling method which gives certain criteria to respondents. In analyzing the data of this study using multiple linear regression analysis tools. The results of this study are Brand Ambassador, Website Quality, and E-WOM have a positive and significant effect on Purchase Decision partially, and simultaneously have a significant effect on Purchase Decision</span><span>in Shopee e-commerce.</span>

Strengthening consumer–brand relationships through avatars

PurposeAvatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g. customers, employees and suppliers). Avatars provide administrative and technical information through the brand website. Drawing upon the stimuli–organism–response (S-O-R) paradigm, this research examines the impact of avatars as an information provision and interacting tool (vs a traditional format) on consumers' perceptions, attitudes and behaviors toward a brand. It also investigates the roles of familiarity with avatar use and the language used by an avatar in shaping consumers' responses.Design/methodology/approachAcross two laboratory experiments, the authors examined and confirmed causal relationships between the use of avatars (vs a traditional format) on a website and attitudinal and behavioral constructs.FindingsWe show that avatars (vs written information) had a significant effect on controlling information. The users in our experiments had greater control over the information provided when it was presented as text on a website compared to the case of avatars “telling” the information. Different languages and familiarity with avatar use also affected the consumers' hedonism in terms of website use.Originality/valueWe advance the understanding of avatar use in website design, particularly avatars' verbal interaction, in shaping consumers' cognitive, affective, attitudinal and behavioral responses and add important empirical evidence to the growing body of research and practices involving avatar use in interactive marketing.

Discovering synergies and conflicts in online and offline in-store engagement

Brands expect that greater physical in-store engagement will reduce visits to competitors. However, if customers are simultaneously engaged virtually, where the visible enthusiasm on social media platforms can also proliferate competitor visits, the combined effect of dual engagement becomes more difficult to predict. Do online and offline indicators of engagement with the same physical space, at the same time, act (i) in synergy or conflict to (ii) improve or diminish a brand’s competitive position? The emergence of simultaneous interactive platforms demands a broader assessment of the impact of multi-channel engagement. The current paper illustrates an observational study integrating six databases drawing from Twitter, Yelp, GPS movement data, Census, US business database from the Restaurant Industry, and Brand Websites to demonstrate how engagement metrics derived from (i) physical movement inside 773 US store locations and (ii) social media activity inside the store interact to affect future customer visits to competitor stores. We find that cannibalization is more likely in Dine-In stores, whereas convergence more likely among Drive-Thru stores. The model presented in this paper can be used to test the validity of engagement measures, supplement primary research to moderate store operations, as well as discover the effectiveness of different store formats.

How Hotel Brand Website Contributes to Online Hotel Reservation on Consumer Review Website?

While past research only attempted to investigate the impact of consumer review website characteristics on the hotel reservation behavior, this study incorporated both characteristics of hotel brand website and consumer review website into consideration. Impacts of the two types of websites on reservation behaviors in consumer review websites were examined. The moderating effects of consumer involvement and risk aversion factors were also considered. Three hundred and two respondents from the questionnaire survey were chosen from Bangkok metropolitan population aged 25-60, who experienced with online hotel reservations. The findings show that apart from the review website’s ease of use, information usefulness and price offered, brand website’s information usefulness also has positive impact on consumers’ decisions on the review website. However, brand website’s ease of use discourages the usage of the review website. High-risk aversion consumers tend to use the review websites, while high-involvement consumers pay less intention to the review websites’ information usefulness and are unlikely to use them. These findings will help managers effectively manage and design decision algorithm for their multi-channels of hotel e-commerce. The results explain dynamic, search sequence and interrelationship of current traveler’s behaviors. The source of their hotel search is both consumer review website and hotel brand website.

From one to five stars: An exploratory study of how consumer reviews and digital brand identity shape maternal pediatrician selection

Digital media initiated a paradigm shift of the doctor-patient relationship in which prospective patients “shop” for physicians as they do other goods and services: using search engines’ results, aggregated review websites, and star ratings as cues. These are processed centrally or peripherally in accordance with the Elaboration Likelihood Model (ELM). Electronic word of mouth (EWOM) in conjunction with a pediatrician’s digital brand management strategy impacts practice revenue through patient recruitment and retention. This exploratory study found that a pediatrician’s placement on a review website and overall digital brand image leads to increased or decreased trust in expertise, competence, and likability.

Selling sustainability: investigating how Swedish fashion brands communicate sustainability to consumers

Over the last thirty years, sustainability has become a growing concern in the fashion industry. While there is agreement among a growing range of actors regarding the need to engage with the social and environmental challenges created by the fashion industry, there is less consent regarding what sustainability entails. Although “sustainability” may be intuitively understood, it has different meanings, depending on how it is applied, and who it is applied by. Without a clear-cut definition, sustainability becomes subjective. In this context, there is a need for research at the intersection of brand-sustainability initiatives and their communication to consumers, who play a vital role in this transition. Drawing on a case study of the Swedish fashion industry, we explore how evolving industrial business models and emerging best practices are informed by a robust understanding of sustainability. We evaluate how brands communicate sustainability to consumers across three key sites: brand websites (including corporate social responsibility reports), social media platforms, and in-store campaigns. We found that not only do brands use a range of practices to define sustainability differently, but furthermore, these definitions vary depending on the context. Considering the industry’s ongoing history with greenwashing, it is vital to address and confront this issue head on. We argue that there is a need to determine what constitutes sustainability in the fashion industry and, in turn, hold businesses to that standard. As COVID-19 has only magnified and intensified these challenges, the article explores the implications of a more robust approach for both theory and practice.

ANALYTICAL HIERARCHY PROCESS APPROACH ON E-COMMERCE PURCHASE DECISION (CASE STUDY: BUKALAPAK, TOKOPEDIA, SHOPEE)

The top 10 e-commerce websites in Indonesia previously listed demonstrates that Tokopedia has managed to become the leader in Indonesia with about 150 million visits per month. Shopee and Bukalapak are fighting for the second place, around 100 million visitors per month. There are some factors that can influence customer purchase decision, which are brand ambassador, price, product variety, security, reputation, and website quality. This research aims to to know which criteria is most important for customer in selecting an online shopping platform and the most preferable online shopping platfor. This research used analytical hierarchy process with the sample is 70 respondents that were obtained from citizen in Manado. The result shows that price, product variety, and security is the most important thing that influence the customer in choosing an e-commerce. The customer will choose a shop at the online shopping platform that have an affordable price and have many variety of product. The customers also highly concern about their privacy and security in using the online shopping platform. Shopee is the most preferred online shopping platform according to the customers. Tokopedia should improve their performance same as the recommendation for Bukalapak to attract more customers.

How luxury brands build customer-based brand equity through phygital experience

ABSTRACT Digitization has significantly impacted the purchasing behavior of luxury consumers. Now, luxury brands are trying to maximize consumers’ experiential value through ‘phygital’ marketing. Considering this trend, it is crucial to analyze how luxury brand websites are structured and perceived by consumers. Accordingly, this study investigates how the attributes of luxury brands’ websites build customer-based brand equity (CBBE), satisfaction, and repurchase intention. To examine the relationship, an online survey was conducted with 422 consumers in the United States who had previously visited luxury brand official websites and had previous online shopping experiences. The results show that emotional appeal, web design, and customer service have a positive effect on CBBE, which positively influences satisfaction and repurchase intention. For luxury brands, it is important to not only increase sales but also to improve brand equity. In this context, this research verifies the effect of the website attributes of luxury brands on CBBE.

What Factors Make Online Travel Reviews Credible? The Consumers’ Credibility Perception-CONCEPT Model

Online reviews have become a fundamental element in searching for and buying a tourism service. In particular, in the phase of post-pandemic caused by the COVID-19, social media are important channels of inspiration of dreams and encouragement to begin envisioning future trips. However, the growing trend of fake reviews is becoming a big issue for consumers. This study proposes and empirically validates a new model that enables predicting consumers’ Credibility Perception of Online Reviews (CPOR) related to tourism, considering all integrated factors of the communication process. A survey was carried out via a structured questionnaire. In particular, 615 answers from Italian travel groups were collected, and correlation and regression analyses were conducted. Results show that the website brand, advisor’s expertise, reviews’ sidedness and consistency, and consumer experience are significant predictors of CPOR. Website usability and reputation are instead weak predictors. This study provides the design and test of a credibility model, contributing to the theoretical and empirical advancement of the literature and enhancing the knowledge on consumer behavior.

Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image

Technological developments and pandemic conditions that limit people's movement have triggered an increase in the use of online shopping platforms. Therefore, it is necessary to analyze in more depth the factors that increase online purchase intention. This study aims to analyze the effect of website quality on EWOM and the effect of EWOM and receiver perspective on consumer satisfaction and brand image. An analysis was also conducted on the influence of satisfaction and brand image on online purchase intention. This research is a quantitative study using primary data from distributing questionnaires to 250 online shopping platform consumers. The data in this study were then analyzed using the SEM (Structural Equation Model) method with AMOS 24 software. The results of this study indicate that website quality has a significant effect on EWOM. Furthermore, the receiver perspective and EWOM have a significant effect on consumer satisfaction and brand image. Consumer satisfaction and brand image have a significant effect on online purchase intention.

A Closer Look at CSR Practices in Sustainable Fashion: A Guideline for Apparel Brands

While it might be greenwashing that impedes consumers' eco-consumption, the researchers posit that this gap is also due to fashion brands’ weak CSR communication and inconsistent understanding of CSR activities. This study aims to 1) determine the ease with which consumers can navigate sustainable fashion brand websites to find corporate social responsibility (CSR) activities, and 2) construct a framework that clearly identifies CSR activities, CSR dimensions, and the business operation stages at which they occur. Website content analyses were conducted on 27 sustainable fashion brands in the United States to investigate their CSR activities. A framework was proposed to better understand current CSR activities and guide the future development through literature reviews and definition analyses (CSR definitions in the past 40 years). This study seeks to better understand the effectiveness of CSR presentation on brand websites, to create consistency among CSR activities, and to provide consumers, scholars, and market practitioners with a tool to implement and identify CSR activities.

Sugar Content and Sources in Commercial Infant Cereals in Spain.

Instant infant cereals reconstituted with infant formula are the first complementary food for most Spanish infants. The main aim is to provide information on sugars in the formulation of infant cereals. Product information was collected from department stores, supermarkets, and pharmacies and completed with data from brand websites. A portion of the samples was selected for total sugars determination using the HPLC and Luff-Schoorl methods. The information regarding a total of 120 milk-free instant infant cereals marketed in Spain from 12 companies was summarized. The mean of total sugars was 23 ± 9 g/100 g (25–42%), providing 24% of the calories. Most of porridges are prepared with partially hydrolyzed flours providing free sugars (glucose and maltose). The most commonly added sugar is sucrose. A total of 43.3% of products contain added sucrose, and 16.7% contain fruits. Infant cereals analyzed with added sugars can have a sugar content similar to that found in products without added sugars. Consistent differences were found in sugars content between assayed methods and this label information. Although the European legislation of infant cereals establishes values for added sugars, the labeling reflects the content of total sugars, but not that of added sugars.

Influence of aesthetics attributes of brand Web pages on customer brand engagement

PurposeThis paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention.Design/methodology/approachThis research develops a framework and a few research hypothesis based on available literature on the concept of aesthetics, aesthetic attribute of websites and CBE, as well as other reliable resources, relevant theories, wherever required and tested it on the data collected from 400 respondents of the Y generation (Gen Y) of India by means of structural equations modelling using SPSS AMOS 21.FindingsThe findings indicate that expressive aesthetics of the brand Web pages of the beauty products is positively associated with drawing attention. Expressive aesthetics and classical aesthetics together explained 16% of the variance in attention. This indicates that aesthetic attributes indeed play a role in drawing the attention of the customer. However, mere attention is not sufficient to form the behavioural intention in the customer to engage with that particular brand unless the customer does get fully absorbed with aesthetic attributes of the brand Web pages.Research limitations/implicationsThe outcome of this research is based on the view of only 400 Gen Y individuals from the city of Indore in India. This limits its generalizability across India and other country context. This study makes important contribution to brand website aesthetic and CBE literature by empirically investigating the concept of brand website aesthetics as important in interactive marketing approach to initiate CBE intention formation. It further argues that cognitive engagement is the first and foremost engagement dimension and underscores aesthetic attributes as important in forming the customer first perception based on which subsequent CBE behavioural intention develops.Originality/valueThis research adds novel insight in the relationship of the brand website aesthetic attributes and CBE by studying the impact of the aesthetic attribute of brand Web pages on the two cognitive elements, namely, attention and absorption and further its effect on brand behavioural intention taking as sample of Gen Y of India.

Experience the Design of 3D Printed Furniture Brand Websites in the Era of Economy

Experience the Design of 3D Printed Furniture Brand Websites in the Era of Economy