Consumer Brand Research Articles

Emergence of Consumer Brand Engagement into the Metaverse: A Thematic Analysis

Emergence of Consumer Brand Engagement into the Metaverse: A Thematic Analysis

An Exploratory Study of the Impact of Perceived Fake News on Brand Attachment: Mediating Role of Brand Trust and Consumer Brand Identification

An Exploratory Study of the Impact of Perceived Fake News on Brand Attachment: Mediating Role of Brand Trust and Consumer Brand Identification

How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia

Smartphones have become a vital aspect of people every day. The technology development enables people to contact with one another from anywhere at any time. In competitive market, the variety of smartphones cause companies are challenging to retain brand loyalty. This study wants to identify the factor that influence brand loyalty among smartphone users. Brand reputation, brand competence, price, advertising, brand image, and design are all under investigation. This study’s sample consisted of students from the Universiti of Utara Malaysia. 400 questionnaires were distributing to respondents, with 390 collected and usable. The entire dataset was analyzed using SPSS to assess the correlation and regression effect of each variable. The study discovered that brand reputation, brand competence, price, advertising, brand image, and design has strong correlation with brand loyalty. Regression analysis also indicate that brand competence is the most critical factor impacting brand loyalty. The findings serve as a reference for businesses to develop the best plan for maintaining brand loyalty.

When "I" or "S/He" uses the product: the impact of narrative perspective on consumers' brand attitudes in storytelling ads.

Storytelling ad is presented from one or more narrative perspectives. Narrative perspective, which can alter the way in which the plot is physiologically or psychologically perceived, can significantly affect consumer experience. This study conducts three experiments with 526 participants to analyze the influencing mechanism of narrative perspective (first- versus third-person) on consumers' brand attitudes in storytelling ads of products with different involvement (high versus low). (a) Narrative perspective (first- versus third-person) exerts persuasive effects on consumer brand attitudes; (b) Processes of social presence and self-brand connection explain the effects of narrative perspective on brand attitudes; (c) When product involvement is high, the use of the first-person narrative perspective in storytelling ads will result in a more positive brand attitude than the use of third-person narrative will; With lower product involvement, there is no significant difference in the impact on brand attitudes regardless of narrative perspective (first-person versus third-person). This research finds that different narrative perspectives significantly impact the persuasiveness of advertising. Boundary conditions exist for the effect of narrative persuasion, and product involvement moderates the effect of narrative perspective on brand attitudes.

EXPLORING THE VALUE CO-CREATION INTENTIONS IN UROLOGY FOR MEDICAL DEVICE BRANDS: THE MEDIATING ROLE OF CUSTOMER BRAND ENGAGEMENT

Amidst the Indonesian Government and the Ministry of Health's initiative to enhance the quality of healthcare services, particularly in urology, focusing on using advanced medical equipment and the improvement of urological competencies, the healthcare industry in Indonesia has experienced significant growth. This study explored consumer perspectives on urology medical device brands, leading to the concept of value co-creation between consumers and brands. Through a survey of 140 urology resident doctors analyzed using quantitative methodology and PLS-SEM, the study found that customer-customer interaction influences consumer brand engagement but does not directly affect value co-creation intention. Conversely, customer-seller interaction has a significant positive impact on value co-creation intention and consumer brand engagement. The findings of this study suggest enhancing customer-seller interaction and leveraging consumer brand engagement to promote value co-creation intention, as well as the importance of developing quality customer interactions to strengthen their engagement with the brand.

Lovemarks Drivers Effect on Luxury Fashion Brands Emotional Attachment

This research endeavors to investigate the effect of lovemarks on luxury fashion consumer decision-making in Egypt, examining its implications on the international competitive posture of Egyptian luxury firms. It seeks to bridge a significant research gap in the understanding of luxury consumer behavior in Egypt, particularly against the backdrop of global luxury market transformations. The study's objectives encompass the analysis of critical lovemarks drivers effecting luxury purchases and the exploration of the interplay between love and respect in the emotional attachment between consumers and brands. Employing a positivist epistemological approach, this research utilizes a deductive methodology within a cross-sectional framework, underpinned by quantitative data analysis from 440 luxury brand consumers. A five-point Likert scale questionnaire, informed by non-probability judgmental sampling based on socio-economic and lifestyle criteria, elucidates consumer perspectives. Structural Equation Modeling (SEM) identifies intimacy, sensuality, and mystery as pivotal in nurturing brand love, while trust, performance, and reputation predominantly foster brand respect. Notably, intimacy emerges as the most influential factor in developing brand love, underscoring the value of personal brand-consumer connections. From an academic standpoint, this study contributes to the scholarly dialogue on luxury consumer behavior, with a special focus on the Egyptian milieu. In practical terms, it provides luxury brands with strategic insights for intensifying marketing approaches through emotional engagement and narrative construction. These insights are crucial for stakeholders in luxury brands, offering a strategic framework to enhance investment decision-making and bolster consumer loyalty in a culturally varied market.

The Effect of Conspicuous Consumption on Consumer Purchase Intention: The Mediating Role of Perceived Value

Purpose - The rapid recent growth of China’s economy and the emergence of a global consumer culture have increased conspicuous consumption among Chinese consumers. This research investigates how conspicuous consumption influences Chinese consumers’ purchase intentions toward global brands as mediated by perceived brand value.
 Design/Methodology/Approach - Data were collected through the conduct of a survey among Chinese consumers. The PROCESS Macro model was used to test the mediating effects of perceived functional, social, and emotional value.
 Findings - The study found that Chinese consumers with conspicuous consumption tendencies possess positive purchase intentions toward global brands. Study 1 indicated that consumers’ perceived social and emotional value mediates the relationship between conspicuous consumption and purchase intention for hedonic products. For utilitarian products, Study 2 showed that the relationship is mediated by consumers’ perceived functional and emotional value. Perceived emotional value plays a critical role in the relationship between conspicuous consumption and purchase intention for both product types.
 Research Implications - This study contributes to the scarce literature about the positive relationship between conspicuous consumption and global brands in emerging markets. Marketing strategies in emerging markets should concentrate on status-related consumption and market segmentation. These findings are expected to contribute to international marketing and global brand management, providing valuable insights into the purchasing motives of consumers for global brands.

The Decline of Negative Stereotype on Chinese Brand Smartphone

People’s preferences for particular brands of smartphones are inextricably linked to the variety of smartphones available in the market. As the emerging power of the world economy, China also has many smartphone brands which are highly distributed in the global market, including in Indonesia despite the negative stigma which attached to the brands. The study examines this phenomena from the scope of cultural studies using the theoretical basis of the circuit of culture (du Gay et al., 1997). The study aims to enrich the perspective on how the consumption of Chinese smartphone brands among Indonesian are regulated, produced, consumed, and represented, which further constructs the perception of how the brands’ images are perceived by the Indonesian customers. The study is conducted based on qualitative approach by observing the interaction enacted in two Facebook groups about smartphones. The analysis of the circuit of culture reveals the development of the Chinese products’ image in Indonesia. The study found that the negative image on the Chinese brands smartphones is declining among the customers. Despite the existing negative comments, the group members often recommend the Chinese brand smartphones when it comes to the functional need with affordable price. Thus, the negative perspective on Chinese brand smartphones which believed that the phones are low quality low price is promisingly shifted into worth price to performance The findings shows that Chinese smartphone brands are gaining more acceptance and positive perception among Indonesian consumers based on their affordable prices and improved quality.

Implementation of Cross-Functional BI Solutions for Global Consumer Brands

Implementation of Cross-Functional BI Solutions for Global Consumer Brands

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

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

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

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

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

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

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

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

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

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

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

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

Consumer Segmentation in the Fashion Industry Using Social Media

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

Positioning Analysis of AY Field Brand

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

Enabling consumer reciprocity through voucher campaigns

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

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

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

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

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