Brand Quality Research Articles

Eksplorasi Pengalaman Konsumen terhadap Peran Online Customer Review dan Citra Merek terhadap Keputusan Pembelian Kosmetik pada Aplikasi Sociolla

The development of information technology and e-commerce has changed consumer behavior, especially in the cosmetics industry. Platforms like Sociolla are the main choice for consumers to buy cosmetic products online. This research explores the influence of online customer reviews and brand image on cosmetic purchasing decisions on the e-commerce platform. Customer reviews, both positive and negative, serve as an important reference that influences consumer perceptions of brand quality and credibility. On the other hand, a strong brand image can strengthen purchasing decisions by creating a sense of trust and emotional attachment. Using a qualitative approach, this research explores consumers' subjective experiences to understand the role of online reviews and brand image in purchasing decisions. The research findings are expected to provide deeper insight into the dynamics of consumer behavior in the Indonesian cosmetics e-commerce ecosystem.

Exploring the influence path of brand relationship quality of agricultural products' regional public brand with a dual-attention perspective

Exploring the influence path of brand relationship quality of agricultural products' regional public brand with a dual-attention perspective

CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk

CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk

Research on perceived brand characteristics of marathon participants.

Leveraging sporting events to drive urban development has been proven effective. However, the influence of city image on the perceived experience of branded marathon events, as an embodied practice within urban spaces, remains underexplored. This study considers marathon races as significant activities integrated into urban environments and specifically investigates how city image affects the perceived experience of branded marathon events. The objective of the research is to evaluate how city functions, governance, characteristics, and event culture and services influence marathon participants' perceptions of branded events. An empirical analysis using Structural Equation Modeling (SEM) was conducted with a sample of 422 participants from the 2022 Xiamen International Marathon to examine the relationships among these variables. This investigation aims to explore and quantify the impact of city characteristics on participants' perceptions, providing actionable insights for enhancing city branding through sporting events. The findings indicate that: (1) City functions are essential foundational conditions influencing participants' perceptions of branded marathon events. (2) City governance significantly impacts participants' perceptions of these events. (3) City characteristics are important sources that shape participants' perceptions of branded marathon events. (4) Event culture and services are decisive factors influencing participants' perceptions of branded marathon events. The results highlight the critical interplay between urban management and the successful development of branded marathon events, enhancing the understanding of the symbiotic relationship between city governance and event success, and offering strategic guidance for event organizers and urban planners.

Designing Age: The Impact of Logo Color Lightness on Brand Age Perception and Brand Attitude

ABSTRACTColor is a crucial aspect for companies in brand logo design. This research examines how the lightness of brand logo colors influences consumers' perceptions of brand age and brand attitudes. Five experiments demonstrate that darker logos are associated with an older brand image, while lighter logos are perceived as younger. Additionally, the research shows that brand positioning (modern vs. traditional) moderates the effect of logo color lightness on brand attitude. Traditional brands benefit from a darker logo design that conveys a sense of age, while modern brands are better suited with a lighter design that appears younger. Moreover, this research extends existing findings to consumer product choices, revealing that consumers prefer classic‐style products with dark colors and modern‐style products with light colors. These insights have significant implications for brand logo design and product appearance selection. Companies can strategically adjust the color lightness of their logos and products to convey a younger or older impression, aligning with their desired brand and product characteristics.

Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements

Despite the growing prevalence of online retail platforms, scant research has focused on how different selling arrangements affect brand sales performance on the platform. This study explores the sales performance implications of three brand–platform selling arrangements: 1P (a brand manufacturer sells to the platform for resale), 3P (a brand manufacturer sells on the platform), and 2P (a brand manufacturer sells through the platform using a hybrid model in which the platform handles all fulfillment). Utilizing a comprehensive dataset from a major U.S. brand-aggregator platform, encompassing 21,555 brand–category observations across 17 product categories, we examine the impact of these selling arrangements on brand sales performance on the platform. The findings reveal that 2P operations are generally associated with higher sales performance than 1P operations. We find no significant difference between 2P and 3P operations. The study also shows that the effectiveness of these arrangements is contingent on brand characteristics such as operational capabilities, innovativeness, and pricing strategies. This research contributes to understanding the nuanced interplay between platform selling arrangements and brand attributes, providing strategic insights for brand managers in the evolving online retail landscape.

PENINGKATAN BRANDING & IDENTITAS ILMU KOMUNIKASI UNTIRTA MELALUI RANCANGAN VISUAL MERCHANDISE

Merchandise design has evolved into more than just functional clothing, but also as an identity element and a tool to enhance product branding. The focus of this research is on the visual merchandise design process for Untirta Communication Sciences, a state campus in Banten. Through a visual approach and graphic design, this design is made attractive and in accordance with the brand character. It is important to create a balance between innovation, brand identity, creativity and understanding trends in the branding process. This research uses a design method with several stages. In this research, it is explained that typography, visual unity, and adaptation to the target audience are key aspects in every design, especially for merchandise.

A Study on brand character’s identity strategy -Focusing on university characters-

A Study on brand character’s identity strategy -Focusing on university characters-

CONSUMER-CENTRIC MARKETING STRATEGY: HOW PRODUCT REVIEWS, BRAND IMAGE, AND BRAND AWARENESS ARE TRANSFORMING THE GAME IN THE BEAUTY INDUSTRY OF SURABAYA RAYA, INDONESIA.

One of the increasingly influential sources of information is online reviews, which are provided by consumers who have used a product or service. On the other hand, brand image and consumer perception of a brand's characteristics, quality, and value play a crucial role in shaping their perception of a product. This study aims to bridge this knowledge gap by identifying and analyzing how online reviews and brand image influence purchasing decisions for local beauty products. The focus is on how customer satisfaction acts as a bridge between the two factors.The researcher utilized primary data through a quantitative approach, focusing on users of local beauty products such as Wardah, Emina, Purbasari, etc. in the Greater Surabaya Area, East Java Province. Purposive sampling was employed as the sampling technique in this study. Hypothesis testing was conducted using the Partial Least Square (PLS) method through the SmartPLS 4 application.Based on the results of the direct influence hypothesis testing, it can be concluded that online customer reviews have a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. However, brand awareness has a positive but insignificant effect on purchasing decisions. Additionally, online customer reviews have a positive and significant effect on brand awareness, while brand image has a negative and insignificant effect on brand awareness. Brand awareness can mediate the effect of online customer reviews on purchasing decisions, as well as the effect of brand image on purchases.

Brand Trust in the Mongolian Cashmere Industry

Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform to reach the participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Our analysis confirmed that brand quality and commitment to environmental responsibility significantly increase consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty.

A typology of brand knowledge associations projected in brand-generated signals

Purpose The extensive brand associations research lacks organisation when it comes to the used information cues. This paper aims to systematically map and categorise the brand knowledge associations’ components and develop a typology applicable to any brand. Design/methodology/approach Using the restaurant and hotel industries in four different European cultural clusters as contexts, this work uses well-established systematic qualitative analysis approaches to categorise, code and model pictorial content in two studies. A four-stage sampling process identified Instagram brand-posted signals (photos), 243 from 26 restaurants in Madrid, Paris and Rome for study one and 390 from 29 hotels in Moscow, Berlin and Stockholm for study two. Adhering to relevant guidelines, the manual coding procedures progressed from 246 for restaurants and 231 for hotels initially generated free information coding inductive codes to a theory-informed categorisation. Quantitative analysis complemented the qualitative analysis, revealing the information cues relative utilisation. Findings For both studies, the analysis produced a typology consisting of two high-level and five lower-level brand knowledge association categories, namely: (a) brand characteristics consisting of the brand as a symbol, the brand as a product and the brand as a person, and (b) brand imagery consisting of user imagery and experience imagery. The five lower-level categories comprise of sub-categories and dimensions, providing a more comprehensive understanding of the brand associations conceptual structure relevant to brands operating in any industry. Research limitations/implications Researchers can use this typology to holistically encapsulate brand associations or design projects aiming to deepen brand knowledge association aspects/dimensions understanding. Practical implications Managers can use this typology to portray brands. Some of the identified lower-level categories and/or sub-categories and dimensions are likely to need customisation to fit specific contexts. Originality/value The suggested categorisation offers a solid, comprehensive framework for effectively categorising and coding brand knowledge associations and proposes a new theory in the form of a typology.

From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

PurposeThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.Design/methodology/approachStudy 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).FindingsThe study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.Originality/valueThis research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai

Background and Aim: This research investigates the factors influencing parents' decision-making process when choosing international schools in Chiang Mai Province, Thailand. With the increasing popularity of international education in Thailand, understanding the key determinants of school choice is crucial for both parents and educational institutions. This study focuses on the impact of brand trust and perceived brand quality on parental decision-making, aiming to provide valuable insights for school operators and stakeholders to develop competitive strategies and enhance educational services. Materials and Methods: The study employs a quantitative research design with a convenience sampling technique. Data is collected from parents of children attending or considering 21 international schools in Chiang Mai through a structured online questionnaire. The questionnaire assesses brand trust, perceived brand quality, and their influence on the school choice decision-making process. Multiple regression analysis is used to examine the relationships between these variables. Results: The findings reveal that both brand trust and perceived brand quality significantly influence parental decision-making. Brand trust emerges as the strongest predictor, indicating that parents prioritize the credibility and reputation of international schools. Perceived brand quality also plays a crucial role, as parents associate high-quality brands with superior educational outcomes. The study demonstrates that these two factors collectively account for a substantial portion of the variance in parental choices. Conclusion: This research confirms the importance of brand management for international schools in Chiang Mai Province. By focusing on building brand trust and enhancing perceived brand quality, schools can effectively attract and retain students. The study's findings offer valuable guidance for school administrators and marketers in developing targeted strategies to meet the evolving needs and expectations of parents in the international education market.

Beyond the Ballot: Personal Political Brand Characteristics and Voting Intention in Nonparty Political Contexts – Insights from Bangkok

Understanding voters as consumers is a fundamental factor contributing to campaign success. This study aims to investigate whether personal political brand characteristics (PPBC) significantly influence voting intention (VI) and whether self-image congruence (SC) mediates this association within a nonparty context in a developing country, an area that has been relatively underexamined. Using a sample size of 465 Bangkok voters, the study reveals that personal political brand characteristics have a positive and significant effect on self-image congruence, subsequently leading to higher voting intention. Notably, competence and charisma emerge as crucial characteristics in this context. The findings of this study make a valuable contribution to the field of political marketing and offer practical insights for politicians, particularly political leaders, to strategically build their personal brands.

The Influence of Brand Perception on Consumer Buying Decision in Tanzania, A case of Vodacom Tanzania

The study examined the influence of brand quality on consumer purchasing decisions within Tanzania's telecommunications sector, focusing specifically on Vodacom Tanzania. Conducted in Dar es Salaam, the research utilized a cross-sectional design and involved a sample of 294 customers selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using regression method. The findings revealed that perceived brand quality significantly positively influences consumer buying decisions. Consequently, the study concludes that higher perceived brand quality correlates with an increased likelihood of purchase. Therefore, a key recommendation is for telecommunications brands to prioritize enhancing their perceived quality to positively impact consumer buying behavior.

Accelerating Promotional Media on Social Media for Brand Awareness Forest Smoothie

With high deforestation rates, reforestation is important to restore the ecosystem. Forest Smoothie, an international beverage company with the concept of "buying a smoothie equals planting a tree", faced the problem of lack of brand awareness on Instagram. Observation shows that their Instagram feed is monotonous and inconsistent in design, typography, and colour. This research aims to redesign Forest Smoothie's social media promotion with a modern and attractive design, using bright colours, consistent typography, and illustrations that reflect the brand's character. Using the design sprint method, this research went through the understand, diverge, decide, prototype, and validate stages. The result is an Instagram feed template that effectively attracts audience engagement. Validation through questionnaires showed positive responses regarding the recognizable concept, colour, typography readability, consistency, and interaction.

수정된 IPA를 활용한 외식 브랜드 선택속성에 관한 연구 : A 외식 프랜차이즈 기업을 대상으로

Objective : The study selected a restaurant company to find out its selection attributes and figure out what attributes consumers consider important when using each brand and how they evaluate each attribute. Methods : This study conducted an empirical analysis targeting a total of 221 consumers who have experience with three brands of restaurant franchise company A located in Seoul and the metropolitan areas. Results : According to the importance and satisfaction analysis, it was found that the taste of the food was the most important for Korean and Chinese food brands, and the shape of the food was the most important for pub brands. Implications : This study aims to lay the theoretical foundation necessary to establish operational strategies for each element according to brand characteristics.

Research on the Impact of Social Media Platform Brand Promotion: Take TikTok Platform Online Selling as an Example

Nowadays, it has been discovered that more and more online selling platforms are developing. More and more people tend to do shopping online, including Taobao, Tmall, and Pinduoduo. However, live-streaming e-commerce is also stepping forward at a rapid speed. More and more online shopping platforms are appearing. This article will mainly focus on the impact of the TikTok platform’s brand promotion. The research methods used in the research are the literature review method and the case analysis method. By digging deep into a specific example of a certain selling product on the Tiktok platform’s live streaming channel, the article jumps to the conclusion that the Tiktok platform utilizes consumers’ desire for convenience and inner mind to simplify the consumption process to attract the consumers and promote their brand quality. After completing the research, it has been discovered that most social media platforms utilize consumers’ inner activity to attract users to increase their brand influence.

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.

Exploring The Influence of Brand Resonance On Customer Retention in The Fast-Fashion Textile Sector

People live with their choices when they choose a brand. When consumers select a brand, they stand by their decision, creating a significant and enduring connection between the brand and the company’s customers. As a result, the brand becomes one of the marketer’s most important tools for driving their marketing efforts. This study seeks to investigate factors that influence brand resonance and to analyse the impact of brand resonance on the consumer repurchase intention of products. Data is collected from 209 sample respondents using structured questionnaires. Research shows that perceived brand quality, brand image and brand experience have positive impact on brand loyalty of behavioral loyalty, attitude attachment and community consciousness. Among these three factors, perceived brand quality and brand image have a positive effect on the brand resonance of active participation. It has also been found to have a positive effect on repurchase intention in four dimensions: brand resonance, behavioral loyalty, attitude attachment and community consciousness. Finally, companies need to focus on better quality products and customer engagement in order to maintain their brand image and retain their existing customers. Companies need to create more attractive marketing programs.