Concept Of Marketing Research Articles

Who let the dogs out? How underdog biographies told by family firms affect consumers’ brand attitude

PurposeBrand stories are often created around the company’s humble beginnings as an underdog. The authors explore the effects of who is telling the underdog story and thus draw attention to the nature of the brand source by differentiating between family and non-family firms. The authors expect that who is telling the underdog story impacts consumers’ attitude toward the brand in terms of brand authenticity and trustworthiness perceptions.Design/methodology/approachThe authors conducted an online experiment with a 2 × 2 between-subject design and an overall sample size of 314 respondents.FindingsMost importantly, the authors find that the family-firm nature of the brand storyteller significantly impacts the underdog effect. The positive effects of underdog biographies on brand attitude in terms of authenticity and trustworthiness loom significantly larger for family firms compared with non-family firms.Practical implicationsThe authors find that the underdog effect is significantly stronger for family firms that tell the underdog story. Managers of family firms with underdog roots should take advantage of this finding by integrating underdog stories into their marketing concepts. The findings of this study show that the communication of a company’s roots can serve as a valuable tool to build and maintain a positive brand image and help to increase purchase intentions, which is particularly true for firms capitalizing on their family nature when telling the underdog story.Originality/valueThe authors combine research on brand stories using the underdog effect with research on the consumer’s perception of family firms, further exploring the role of the brand storyteller in underdog narratives, resulting in important theoretical as well as practical implications.

MARKET STRUCTURE IN ISLAMIC PERSPECTIVE: A CRITICAL EXAMINATION OF THE TERMS PERFECT AND IMPERFECT COMPETITION

The purpose of this study is to examine the terms "perfect" and "imperfect" competition in the market structure from an Islamic economic perspective. This study employed a qualitative approach to library research as its methodology. The results of the literature review indicate that the structure of perfect competition has a close relationship with the Islamic market concept. This proximity is reflected in the price, which is determined according to the hadith of the Prophet Muhammad by supply and demand. In addition, it is believed that perfect market competition is a market structure that can benefit both consumers and producers. Moreover, elements of imperfect competition that can oppress consumers, such as monopolies, oligopolies, and monopolistic practices, must be avoided. In Islamic economics, however, there is no concept of competition because it is synonymous with war, fighting, and dumping, so the term "competition" in the concept of market structure is inappropriate. For this reason, a new concept is required, namely the ta'awun market, in which the market in Islamic economics should be a place and a means of mutual assistance.Keywords: Market structure, Islamic perspective, perfect competition, imperfect competition

Strengthening spice coffee SMEs based on digital marketing for sustainable business improvement

Digital marketing is a marketing strategy aimed at providing information to the community at large in an effective and efficient manner without being limited by space and time. This community partnership program aims to increase the understanding of the concept of digital marketing for spice coffee SMEs in Pertakina, Nglegok District, Blitar Regency as partners, by providing education, training, and mentoring. The results achieved increased partners' motivation and engagement to use digital marketing in spice coffee marketing, partners already have product logos and have created separate social media accounts for individuals and businesses. Partners can maintain their social media accounts by regularly uploading content about their spice coffee products to social media such as WhatsApp Group, Facebook, Instagram, and Youtube. The results of the evaluation with in-depth interviews show that there has been a development in the number of followers on social networks becoming more than before. This shows that there is life on social media, as evidenced by regular content uploads, catching viewers' attention and attracting consumer interest to follow spice coffee's social media.

PASAR IKAN BERSIH SUKADANA, KABUPATEN KAYONG UTARA

North Kayong Regency is in the fishing area in WPP 711 which is the cumulative management area of the Karimata Strait, Natuna Sea and South China Sea areas, which allows this district to have large production potential in the fisheries sector. The potential of the fisheries sector in the large North Kayong Regency has not been fully utilized optimally due to the low availability of facilities and infrastructure for handling catches. As the capital of a district that has high potential for fish production, Sukadana does not yet have adequate catch handling facilities, so it is necessary to have facilities for fishermen and consumers, especially for the people of North Kayong Regency. The design of the Sukadana Clean Fish Market, Kayong Utara Regency aims to facilitate both in the food and economic sectors for the people of North Kayong Regency. The method used is the glass box method, which goes through several stages starting from collecting data related to fish market issues, identifying problems in the fish market, then obtaining theories related to clean fish markets as fish market standards based on relevant regulations, formulating design concepts, conducting analysis , then make pre-design drawings and technical drawings (DED). Through the design concept of a hygienic fish market in Sukadana District, Kayong Utara Regency, a fish market combines traditional market systems and modern markets which is presented in an open stall and a closed stall. The fish market with this concept was created by considering the needs and habits of the surrounding community which functions as a forum or place for buying and selling transactions as well as a place for processing fish and seafood.

Brand Awareness

Brand awareness is a fundamental concept in marketing and consumer behavior, representing the extent to which a brand is recognized and recalled by consumers. This abstract explores the theoretical foundations of brand awareness, shedding light on its definition, conceptualization, and importance in the field of marketing. The theoretical underpinnings of brand awareness highlight its role as a key component of brand equity and consumer decision-making processes. Various theoretical models and frameworks have been proposed to understand and measure brand awareness, including the hierarchy of effects model, the brand awareness matrix, and the associative network model. These models elucidate the cognitive processes involved in brand recognition and recall, as well as the factors that influence brand awareness formation. Furthermore, it also features case studies on successful brand awareness campaigns, such as Nike's iconic "Just Do It" campaign, Coca-Cola's personalized "Share a Coke" campaign, and Apple's memorable "Get a Mac" campaign. These examples illustrate the strategies and tactics employed by these brands to create lasting brand awareness and resonate with their target audience.

MARKETING MECHANISM IN THE SPHERE OF CUSTOMS SERVICES

The article is devoted to the study of the peculiarities of the functioning of the marketing mechanism in the field of customs services. The definition of customs marketing as a management concept in market conditions is given. It is noted that the modern concept of customs services marketing is aimed at solving the problems of economic security and promoting trade through the use of customs tools at the level of international standards. The purpose of customs marketing is to increase the quality and competitiveness of customs administration, to ensure the prerequisites and optimal conditions for promoting international trade, to accelerate foreign trade turnover and to ensure the comfort of conducting foreign economic activities without reducing the effectiveness of customs control. It is emphasized that the marketing of customs services is a doctrine, a business philosophy, a tool for assessing the spheres of foreign economic activity, monitoring customs services and the activities of customs authorities, a technology for identifying requirements, demand and active promotion of customs services at the business and state level for the formation, search and service of meeting needs clients and participants in foreign economic activity. It has been proven that the ultimate goal of the functioning and development of the sphere of customs services is the effective coordination of all areas of activity of customs authorities with the requirements of the modern market. Practical solutions for the development of marketing in the customs sphere are offered. The main measures necessary for the further development of the marketing system in the customs sphere and ensuring the quality and high efficiency of customs services have been determined. Provisions have been formulated regarding the formation of an effective balanced customs system, ensuring its effectiveness and improving the quality of the range of services provided.

Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context

Brand loyalty is a fundamental concept in marketing, particularly in the "fast-moving consumer goods (FMCG)” industry, where competition is intense and consumer choices abound. Understanding the impact of "brand loyalty” on repeat purchase behavior is crucial for businesses striving to build enduring customer relationships and achieve sustainable growth. Brand loyalty plays an important role in shaping the success of companies as it influences customer retention and sustains long-term profitability. By understanding the underlying mechanisms that drive repeat purchases, companies can develop effective strategies to cultivate brand loyalty and enhance customer satisfaction. The results suggest that various factors, including brand reputation, product quality, price, and promotional activities, significantly affect brand loyalty, leading to increased repeat purchase behavior. Furthermore, "customer satisfaction” and "trust"  emerge as critical mediating factors in the relationship between brand loyalty and repeat purchase behavior. The results will enable FMCG companies to comprehend the factors influencing brand loyalty and identify strategies to foster customer loyalty. Additionally, this study can serve as a foundation for future research exploring the dynamics of brand loyalty in different industries or cultural contexts. The study survey was conducted among 220 consumers to know the role of brand loyalty and its impact on repeat purchase behavior of customers in the FMCG context. The study concludes that there is significant impact of brand loyalty on repeat purchase behavior of customers in the FMCG context.

A conceptual approach to the strategies and steps of digital marketing

The aim of this study is to create a broad conceptual framework for emerging digital marketing tools and stages. A theoretical-based study of the concept of Digital Marketing and its digital marketing tools was conducted using journal articles, academic resources, books, and reliable internet sources. In light of this information, information is synthesized into a conceptual framework. In this framework, information about the basic principles and components of the concept of digital marketing is placed. Digital marketing and social media marketing have been proven to have many benefits for both suppliers and retailers. For suppliers, helping to enhance brand loyalty for retailers is another important finding, while benefiting from improving customer relationships. Digital marketing, the new face, and invention of marketing has become important to study the stages and methods of digital marketing to adapt and adapt to technology in changing global conditions. Businesses can increase their chances of success in a turbulent, chaotic, changing global digital environment by understanding the new global digital reality and focusing on new marketing rules. At this point, it will be inevitable that those who use technology well will catch success. It is clear that implementing digital marketing steps will provide a huge long-term advantage.

Karakteristik dan Landasan Hukum Pasar: Analisis Efistimologis dan Metodologis Hukum Ekonomi Syariah


 his study intends to explore and examine the concept of the market from the perspective of Islamic teachings, both epistemologically and methodologically which have been practiced in the past. The method used in this research is descriptive analysis with a qualitative research type with a literature study approach. The results of this study prove that Islamic teachings have applied the market concept which includes foundations and characteristics as parameters and references in market governance, price setting, which avoid usury, gharar, maisir. The existence of the market has an important position in human life and life in general, so that Islamic doctrine provides a constructive and complementary basic reference as an effort to clean up the process of transferring property rights and goods from just, civilized and prosperous social relations.
 Keywords: Characteristics, Foundation, Market, Sharia Economic Law

Strategic analysis of competitive advantages of light industry and fashion industry enterprises

Subject. The article considers the role of competitive advantages for the light industry and fashion industry. Objectives. The purpose is to perform a strategic analysis of the light industry and fashion industry enterprise, determine the role of competitive advantages for the strategic leadership of light industry and fashion industry enterprises (Inditex company). Methods. The study employs methods of economic analysis, synthesis, and comparison, the well–known concepts of strategic marketing and branding, the methodology of strategizing by V.L. Kvint, a foreign member of the Russian Academy of Sciences, and fashion strategizing, the industry methodology of strategizing in the field of light industry and fashion industry. Results. Based on the analysis, I substantiated the hypothesis that competitive advantages play the most significant role for the formation of a unique business model that provides strategic leadership. The paper offers a conceptual scheme of identified competitive advantages based on the value-added cycle for the industry. Conclusions. The findings can be used by companies of the industrial sector to form their own competitive advantages and strengthen their positions in the market. Managerial flexibility together with implemented innovations ensure full satisfaction of customer needs, which is confirmed by economic and financial indicators.

What are the consequences of corporate greenwashing? A look into the consequences of greenwashing in consumer and financial markets

PurposeThe purpose of this paper is to explore the nuances of the consequences of greenwashing in the consumer and financial markets. Greenwashing is discussed frequently but in very abstract terms. Hence, a closer examination of the palpable consequences elucidates the ripple effects of this widespread phenomenon.Design/methodology/approachFocal points are the concept of green marketing, the stigmatization of corporations in the media and the regulatory consequences of greenwashing behaviour across consumer and financial markets. The two markets are paralleled in order to trace the novelties as well as the points of commonality in greenwashing.FindingsThe current consequences are an insufficient deterrence in both markets. The regulatory trend in both markets is leaning towards more stringent and punitive measures, which will likely affect the efficacy of the deterrence factor.Originality/valueThe influence on consumer perception is identified both as a motivating factor for greenwashing and as one of the most immediate elements which is negatively influenced by its exposition. In addition to the fact that greenwashing practices are common across the two markets, this paper identifies that a systemic deterioration of investor trusts significantly compromises the potential of sustainable finance and impacts investment in the financial market, mirrored in the negative consequences on consumer reactions to greenwashed products.

Innovative tourism and hospitality marketing strategies through the social ethics and social policy prisms

Through a metrodology close to social philosophy, the purpose of the article was to outline the perspectives for the construction of innovative marketing strategies for the field of tourism on the basis of social ethics and social policy. Business theory and methodology show a tendency to change conceptual approaches - from pragmatic to ethical - and business discourse attests to the activation of innovative business models of management, ethically marked, under the tendency to fill marketing strategies with social accents and the ever wider introduction of the categories of ethics and social responsibility. The concept of socially responsible business is gaining particular importance. It is concluded that the creation of an acceptable ethical marketing concept for the field of tourism and hospitality requires the modernization of the methodological basis. Dealing not with an abstract consumer of services, but with a concrete person, hospitality cannot be limited to generally recognized principles of social responsibility; it needs also, methodological consolidation of human-oriented principles, in addition to the ideas of social ethics by the experience of ethos ethics.

PARAMETRIC CLASSIFICATION OF THE CONSUMER PROPERTIES OF THE GOODS FOR THE APPLICATION OF SEARCH FILTERS IN THE INTERNET STORE

The development of information technologies, among which the Internet took one of the key places, the emergence and rapid growth of electronic commerce became the basis for the emergence of a new direction in the modern concept of interaction marketing – Internet marketing. Consumer validity and feasibility of using search filters in the Internet store is an important prerequisite for the effectiveness of the Internet store. After all, depending on the marketing validity and accuracy of the ranking of the applied product filters, it primarily depends on whether the buyer will find the product he needs on the store’s website and whether the purchase itself will be completed. That is, the quality of the parametric classification of the product’s consumer properties carried out by marketers directly affects the number of sales, and therefore the effectiveness of marketing companies’ promotion of goods via the Internet. The growth of competition in the field of electronic business and trade on the Internet requires increasing attention at all stages of product promotion, including the appropriate search engine optimization of the Internet store site and the appropriate setting of product filters. The article examines the necessity and expediency of conducting a parametric classification of the consumer qualities of the product in the process of developing a sequence of product filters that will be displayed on the main page of the online store. In addition, the author’s scheme of the sequence of the formation of the influence of the parametric classification of the consumer qualities of the product on the effectiveness of the online store is proposed, with the determination of positive and negative consequences at each of its stages, practical examples of the development of the parametric classification of the product are given and its results are compared with the product filters of the operating online store according to the corresponding a group of goods.

Community-based climate adaption: A perspective on the interface between a common pool resource system and an individual-based market transaction system

Because of land privatisation and marketisation in rural areas, community-based adaptation to climate change may face new challenges. A field survey conducted on the Qinghai–Tibetan Plateau (QTP) shows that herders with a grassland collective management system (CMS) suffer higher livestock mortality than those with an individual management system (IMS) during the same extreme climatic events, in contrast to previous research findings. This study seeks to explain this contrast. The results show that although local herders have begun to rely on market-related adaptation strategies to cope with climate change, IMS herders are more inclined to rent-in grassland, while CMS herders are more inclined to purchase fodder. The high-cost grassland renting-in strategy reduces livestock mortality and total household economic loss more effectively than purchasing fodder during snow disasters. An important reason for this is that IMS strengthens market concepts and promotes interaction between herders and external markets, especially the grassland rental market, while CMS continues past grazing traditions and maintains traditional social relationships and collective concepts within the community. CMS herders fail to rent-in grassland due to psychological free-riding incentives and scale mismatch. In the face of repeated climatic disasters, however, CMS herders have also begun to overcome various obstacles to entering the grassland rental market through self-organization and are gradually forming a new pathway of adaptation to climate change.

PERMISSION MARKETING STRATEGY SHAPING CONSUMER BEHAVIOUR THROUGH ONLINE COMMUNICATION CHANNELS

In today's cluttered world, consumers often try to avoid receiving advertising messages through various communication channels. Interruptive advertising is losing its effectiveness. As a result, marketers must change their strategies to retain existing customers and attract new audiences. The purpose of this paper is to review various aspects of permission marketing and to outline some of the ways in which it can be used in practice. The object of the study is the concept of permission marketing and its influence on consumer behaviour. Similar to other marketing concepts, it is constantly changing and evolving. Observation is used as the primary methodology of the study. In addition, the literature review contributes to the analysis of various aspects of the issue. It is one of the concepts that can drastically change the way of communication and create innovative approaches to influence consumer behaviour. Today, online communication channels are the most favourable tools for implementing permission marketing policies. However, due to the fluctuating and unpredictable online environment, they can turn from opportunities into reasons for serious complications. Therefore, the concept introduced by Seth Godin in 1999 requires further theoretical research amidst the development of online communication technologies. Properly planned and executed, permission marketing campaigns can be effective in influencing consumer behaviour. However, it is a strategy designed for longer periods of time. Results. The paper provides a theoretical review of the main aspects of the permission marketing concept: the role of online communication channels, the peculiarities of consumer behaviour and the implementation of permission marketing strategies. In addition, the paper provides a multilateral analysis of the current characteristics of the concept. Finally, the paper proposes some recommendations on how to influence consumer behaviour through different online communication channels within the framework of permission marketing policies.

Market and cadastral value of real estate. Value and application in the Russian Federation

This article outlines the concepts of market and cadastral value of real estate objects, their comparative analysis, definition features and possible application.

Accelerating the Construction of a Unified Domestic Market to Promote Sustainable Economic Development: Mechanisms, Challenges and Countermeasures—A Perspective Based on the General Law of the Market Economy and Chinese Reality

Accelerating the development of a unified domestic market is essential for establishing a high-level socialist market economy, which will also serve as the foundation for promoting China’s sustainable economic development. Referencing the general law of the market economy, this study analyses the internal mechanisms for accelerating the formation of a unified domestic market to promote the sustainable development of China’s economy from four dimensions, including system guarantee, impetus condition, material basis and administrative guarantee. Furthermore, an empirical analysis is conducted to identify existing challenges in this regard using the data of China’s Marketisation Index Report by Province from 2016 to 2021, which include insufficient comprehension of the concept of a unified domestic market, institutional barriers, a low degree of opening up to the outside world and uneven infrastructure development. Corresponding policy suggestions include strengthening theoretical study, research and publicity; intensifying the unification of fundamental institutional systems and market rules; and accelerating high-level opening to the outside world and market facilities’ high-quality connectivity. This research provides a theoretical and policy reference for the sustainable development of China’s economy that is broadly applicable.

Influence of film destination placement on travel intention: mediating effect of involvement and place attachment

PurposeThis study aims to examine the public’s acceptance of film-induced tourism and develops the relationship among placement marketing, involvement, place attachment and travel intention. The film Your Love Song shot in the Hualien and Taitung regions in Taiwan was selected as the case study.Design/methodology/approachAn online sample survey was conducted using a structured questionnaire, and statistical tests and overall structural equation modeling analysis using the SPSS and AMOS statistical software packages, respectively, were performed.FindingsThis study results demonstrate that destination placement marketing has a significant positive effect on the level of destination involvement, place attachment and travel intention of viewers. Moreover, the level of involvement has some intermediary effect on the interrelationship between placement marketing and travel intention. Hence, this study suggests that relevant government agencies and tourism operators should promote local tourism through films and television shows and attract more tourists by retaining the original shooting scenes.Originality/valueWhile previous studies have only analyzed two or three of the four concepts of film-induced tourism, placement marketing, travel intention, involvement and place attachment, this study completely integrates these four concepts and proves the correlation between them.

LITERATURE REVIEW THE EXISTENCE OF MARKETING PRODUCTS

Marketing is part of management science that studies the activities of marketing products or services starting from planning, managing, implementing, controlling, to evaluating processes to meet the needs of the objectives of a particular company organization. One of them is the 4P marketing concept, namely Product, Pricing, Promotion, and Place. Product is one of the marketing concepts, something goods or services that can be bought and sold. Something that is complex, visible or invisible, in which there are price packages, company prestige and company services received by buyers to satisfy their wants and needs. In this study the aim was to find out the literature review of product existence from various journals and then synthesize it with a qualitative literature study. The results of the study show that a prolonged product existence is needed to retain customers both with innovation and technology; legality, strategy, and product factors; differentiation and branding; standardization; as well as marketing strategy.

Behavior of prosumers in Smart Grid: A comparison of Net Energy Metering and Billing Schemes, and Game Theory-based Local Electricity Market

Net energy metering (NEM) and net energy billing (NEB) are the most commonly used self-consumption schemes for prosumers in countries around the world. The concept of the local electricity market (LEM) is emerging as the potential successor of the self-consumption schemes, with several already implemented pilot projects. The comparative study of prosumers’ behavior in terms of optimal economic self-dispatching under NEM, NEB, and game-theory-based LEM energy policies is performed in this paper. The non-cooperative game-theoretic methodology is used for the calculation of Nash–Cournot equilibrium which is adopted as an LEM clearing mechanism. The prosumers’ daily energy patterns (generation, consumption, and storage) and payoffs are analyzed. Diversities of prosumers’ assets (distributed energy resources (DERs) and storage devices) and load profiles are considered. The distribution utility’s role is considered in terms of its own payoff for supplying the necessary energy to ensure the power balance equation. The numerical analysis is performed using the model of the benchmark test distribution network IEEE 33-node. The obtained results are discussed in terms of the correlation between prosumers’ behavior and the adopted energy policy. The strengths and weaknesses of the most common energy policies are highlighted from the prosumers’ perspective. The obtained results confirm that the transition from NEM to NEB self-consumption scheme could provide a better payoff to prosumers with dispatchable DERs under variable electricity price for excess energy produced. The residential prosumers equipped with SDs or dispatchable DERs were able to achieve the best payoffs in the case of Game Theory-based LEM.