Consumer Perceptions Of Brands Research Articles

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.

Segmenting and Targeting Fashion Consumers Using Social Media: A Study of Consumer Behaviour

The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.

Brand ethicality as a driver of psychological, affective and behavioral response to a brand

PurposeEthical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to advance the current application of ethics in branding, this study substantiates literature by investigating consumer-perceived brand ethicality's (CPBE) role in affecting psychological, affective and behavioral responses of consumers (i.e. psychological brand ownership (PBO), brand commitment and willingness to pay a price premium (WPPP). Further, the authors test self-congruence as the boundary condition for CPBE.Design/methodology/approachOnline survey method resulted in 408 responses, and the data were analyzed using structural equation modeling (SEM).FindingsCPBE emerged as a predictor for PBO, brand commitment and WPPP. However, counterintuitively, self-congruence failed to reflect any moderating effect on the relationships between CPBE and PBO and CPBE and brand commitment.Practical implicationsBrands are encouraged to indulge in and reflect ethical practices to generate favorable consumer responses, i.e. PBO, brand commitment and WPPP.Originality/valueBased on the ethical and psychological ownership theories, the investigation adds to the scholarship on CPBE and its outcomes. Arguably, it remains the first study to document the linkage between CPBE and PBO.

Disposal-based scarcity: How overstock reduction methods influence consumer brand perceptions and evaluations

Overstock reduction methods offer important marketing signals that may affect consumer brand perceptions. In particular, some overstock reduction methods create disposal-based scarcity, that is, product scarcity resulting from reductions of unsold stock. Three experimental studies reveal distinct effects of incineration, which completely destroys the product, compared with methods that are less destructive, such as recycling, donating, or discounting through factory outlets. Achieving disposal scarcity through destruction ultimately damages consumer brand evaluations. In contrast, recycling, donating, and discounting methods, along with indicating a lack of brand overstock, can enhance brand evaluations. Communicating sold-out stock does not translate into such beneficial effects. These varied effects of different overstock reduction methods are mediated by perceptions of exclusivity, popularity, and wastefulness. Furthermore, the mediating effect of perceived wastefulness in the link between overstock reduction methods and brand evaluations is moderated by self–brand connection but not by perceived brand luxuriousness. This article thus integrates literature on scarcity, branding, wastefulness, and disposal behavior to identify a distinct type of scarcity and the conditions in which it has more positive or negative effects on brand perceptions and evaluations.

An Investigation into the Impact of Online Visual Communication on Consumer Brand Perception in Cause-related Marketing of Enterprises

An Investigation into the Impact of Online Visual Communication on Consumer Brand Perception in Cause-related Marketing of Enterprises

How firm communication affects the impact of layoff announcements on brand strength over time

Firms usually undertake layoffs to improve financial performance. However, layoffs often have negative effects on various stakeholders, including consumers. In this paper, we examine the magnitude and duration of the potential negative effect of layoff announcements on brand strength. We also examine how a firm's communication accompanying a layoff can potentially counteract the observed negative effect of layoff announcements on brand strength. We compare how advertising communication intensity, social media communication (i.e., brand-initiated tweets), public relation (PR) communication, and communication of CSR initiatives moderate the main effect of layoff announcements on brand strength. Using an error correction model and drawing on 366 announcements of layoff events in Germany, this study identifies the magnitude and duration of the main effect. An examination of five years of weekly consumer brand perception data across multiple industries and domestic and foreign firms shows that advertising communication intensity and social media communication amplify the negative impact of layoff announcements on brand strength. Conversely, PR communication and communication of CSR initiatives help mitigate the negative effect. These findings provide guidance on the best way for firms to design firm communication in the context of layoff announcements.

CONSUMER BRAND PERCEPTION VARIABLES AND PURCHASE INTENTION OF SELECTED FAST-MOVING CONSUMER GOODS FIRMS IN LAGOS STATE, NIGERIA

The role of consumers in product purchase is critical as the success of any firm depends majorly on how the brand is perceived and the intention to purchase such product. However most firms do not position their products in the minds of the consumers which consequently results to little or non-brand perception as well as non-purchase intention by consumers. This study investigated the effect of consumer brand perception variables and purchase intention of selected fast-moving consumer goods (FMCGs) firms in Lagos State, Nigeria. Survey research design was adopted for this study. The population of the study was 1,774,657 consumers of fast-moving consumer goods firms that reside in different local governments of the different five regions in Lagos state Nigeria, and a sample size of 499 was determined using Krejcie and Morgan. Primary source of data was adopted with a validated and instrument with a Cronbach alpha value greater than 0.7. Both descriptive and inferential tools were used for the data analysis. Multiple regression analysis was used to determine the effect of the independent sub-variables on the dependent variable using Statistical Package for Social Science (SPSS) version 27. The study indicated that consumer brand perception variables have significant effect on the purchase intention of selected fast-moving consumer goods firms in Lagos State, Nigeria (Adj. R2 = 0.573; F (4, 425) = 106.412, p < 0.05). The study concluded that consumer brand perception has significant effect on the purchase intention of selected fast-moving consumer goods firms in Lagos State, Nigeria. The study recommended that management of fast-moving consumer goods firms should prioritize developing and maintaining strong brand perception among consumers which will enhance purchase intention and firm’s profitability.

CONSUMER BRAND PERCEPTION VARIABLES AND PURCHASE DECISION OF SELECTED FAST-MOVING CONSUMER GOODS FIRMS IN LAGOS STATE, NIGERIA

Consumers play a vital role in the success of organizations as their purchasing decision can have a significant impact on the organisation's performance. Therefore, it is important for organizations to maintain a positive brand perception in the minds of consumers. This can be achieved through excellent customer service. However, poor consumer brand perception could lead to a decline in purchase decision leading to low sales and possible organizational failure. This study investigated the effect of consumer brand perception variables and purchase decision of selected fast-moving consumer goods (FMCGs) firms in Lagos State, Nigeria. The study adopted a survey research design. The population of the study was 1,774,657 consumers of fast-moving consumer goods firms that reside in different local governments of the different five regions in Lagos state Nigeria, and a sample size of 499 was determined using Krejcie and Morgan. The data was collected using a valid and reliable questionnaire with a Cronbach alpha value greater than 0.7. Both descriptive and inferential tools were used for the data analysis. Multiple regression analysis was used to determine the effect of the variables using Statistical Package for Social Science (SPSS) version 27. The study revealed that consumer brand perception variables have significant effect on the purchase decision of selected fast-moving consumer goods firms in Lagos State, Nigeria (Adj. R2 = 0.426; F (4, 425) = 59.236, p < 0.05). The study concluded that consumer brand perception has significant effect on the purchase decision of selected fast-moving consumer goods firms in Lagos State, Nigeria. It is recommended that management should invest in creating and maintaining strong brand perception among consumers to positively influence their purchase decisions. This can be achieved by developing effective branding and marketing strategies that focus on building brand awareness, attractiveness, positioning, associations, and image.

When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability

PurposeThe triple bottom line of sustainability performance is well known; however, little research links it to consumer brand perceptions and intentions. This is important because consumers believe that brands should develop sustainability strategies and conduct business in ways that support those strategies. Using the theoretical lenses of signaling theory and spillover effects, this study aims to examine the impact of negative messages about brands’ triple bottom line sustainability activities on consumer perceived brand ethicality, perceived product quality and purchase interest.Design/methodology/approachThis research includes two lab experiments with the US participants.FindingsWhen brands have sustainability failures, consumers feel the firm is less ethical, its products are lower in quality and purchase interest suffers – regardless how the failure relates to the triple bottom line (environmental, social or economic). These effects are moderated by brand familiarity and the message source. Brand familiarity seems to protect a firm’s ethicality image as does when the information comes from a corporate source, contrary to the prevalent literature.Originality/valueUnlike most sustainability research, this study provides comparison effects across all three dimensions of the triple bottom line. In doing so, this study highlights nuances in how consumers connect brands’ sustainability-related activities with perceptions about ethics and brand expectations. This research also contextualizes the findings through brand familiarity and message source and contributes to the growing body of literature on sustainability branding.

Social media marketing and the world of fashion: identification of determinants for building consumer brand relationship and shaping consumer brand perception

The fashion industry, inherently characterised by innovation and disruption, is rapidly evolving. A transformation is being witnessed in how the fashion fraternity is communicating with the world. Social media has emerged as a strong platform being used by all the stakeholders of the fashion industry, as they start appreciating the dramatic manner in which this medium has been able to influence, engage and build loyal associations. This study analyses how social media is helping fashion brands in improving consumer-brand associations and identifies the determinants of consumer brand relationship and consumer brand perception in the context of the fashion ecosystem. Subsequently, the manuscript proposes two conceptual models (the RCEE model of consumer-brand relationship and the RDIB model of consumer-brand perception) for examining these constructs in detail, by building a clearer theoretical perspective.

The impact of product transparency on consumer brand perceptions

The impact of product transparency on consumer brand perceptions

Social media marketing and the world of fashion: identification of determinants for building consumer brand relationship and shaping consumer brand perception

Social media marketing and the world of fashion: identification of determinants for building consumer brand relationship and shaping consumer brand perception

A Study of Measuring of Brand Awareness and Brand Perception with Reference to Non-stick Cookware in Maharashtra

Brand awareness and brand perception focus on branding towards products and services. Today’s branding plays the important role of engaging customer. Brand equity becomes a part of brand management. Branding is endorsing products and services. The study is to examine the dimensions of brand awareness, brand perception, and customer purchase intensions on buying behaviour. The purpose of this research is to explore the brand awareness and brand perception of non-stick cookware with special reference to Maharashtra region in India. Researchers tried to find how consumer responds to the brand awareness and accesses the brand perception, which dimension impact brand awareness among consumers and researcher also tried to assess do the consumer brand perception towards the non-stick cookware have significant impact on consumers.

Brand Activism: Impact of Woke Advertising on the Consumers’ Attitude and Brand Perceptions Towards Purchase Intention

As more and more consumers are becoming aware and interested in socio-political issues, brands are changing the way they advertise by communicating their stance on key issues on their advertising campaign; a strategy called woke advertising. Through this strategy, brands are taking up the responsibility of creating a lasting positive impact and meaningful contribution to society. However, instead of serving the desired purpose, some of these woke advertisements can backfire and generate negative responses. Thus, this study aims to analyze the impact of woke advertising on the consumers’ attitudes and brand perceptions towards their purchase intentions. The researchers conceptualized two (2) consumer concepts, namely 'passive woke consumers' and 'active woke consumers,' to further define what type of consumers they turn into. Moreover, the researchers conducted an experimental study to determine the changes in the behavior of the consumers before and after they see the woke advertisements. Three hundred eighty-five (385) participants from the National Capital Region were randomly selected based on the criteria developed by the researchers. Furthermore, paired t-test and descriptive analyses were utilized in analyzing the data. This study found out that woke advertisements enhance the overall consumer attitude and brand perception of Filipino consumers. However, they are not a major contributor in increasing their purchase intentions. It is then recommended for future researchers to consider studying other brands that did not have proper execution in addressing sensitive issues that caused negative feedback and controversy around the brand.

Understanding the Concept of Social Media Marketing: The Role of Marketing Dimensions Influencing Consumer Brand Loyalty

Marketing through social media has become one of the largest platforms for human interaction in the past decade. The total number of social media users in Pakistan has crossed 35 million, which is 16% of the population. This research focuses on empirically testing a theoretical model having social networking, community engagement, and brand use as main antecedents impacting brand loyalty with brand trust as mediator. This research used a comprehensive model of brand loyalty for the development of social media strategy to influence consumer's brand perceptions along with brand trust. The population of the study consists of those 500 consumers belonging from public sector platforms who use social media channels to purchase the products. Moreover, a non-probability convenience sampling technique is applied to gather the data via the electronic survey method. Furthermore, Structural Equation Modeling (SEM) technique, Reliability analysis, Confirmatory factor analysis techniques are applied to test the proposed hypothesis as proposed by Heir et al., (2013). The results show a significantly affirmative and direct effect of social networking on consumer brand loyalty. Community Engagement and Brand usage also substantially affects consumer loyalty with the mediating role of brand trust. The findings validate a significant role of community engagement and social networking in developing brand loyalty. Thus, the research findings are expected to be helpful for marketing firms in managing their social media communication tools.

BUILDING BRAND RESONANCE: OPTIMIZING SYMBOLIC BRAND REPUTATION AND CUSTOMERS’ EMOTIONAL VALUE

Manuscript type: Research Paper Research Aims: The objective of this research is to create a conceptual model that explains how the process of building and increasing brand resonance by constructing important factors regarding consumer perceptions of brands, such as brand love, brand attitude, emotional customer value, and symbolic brand reputation. Design/methodology/approach: The respondents were owners and users of Toyota Fortuner car in Indonesia. There was questionnaires distributed directly to the Toyota Fortuner car users in several big cities in Indonesia (Yogyakarta, Semarang, Bandung, Jakarta, and Surabaya). Research Findings: The acceptance of all proposed hypotheses shows the importance of brand love, brand attitude, emotional customer value, and symbolic brand reputation in increasing the success of building brand resonance, so that the company is able to make customers have a strong bond with the brand. Theoretical Contribution/Originality: The theoretical model of this research could be utilized as an essential reference in developing a brand management model through the CBBE approach. The originality of this research is placed on the new conceptual model development, in order to build a strong brand resonance. Practitioner/Policy Implication: This research has distinctly indicated that there were three methods to drive increased brand resonance that companies could adopt in setting the brand policies. These three important things included increasing the symbolic brand reputation and customers’ emotional value, increasing the positive attitude of customers towards the brand (brand attitude), and increasing the consumer's affection for the brand. Research limitation/Implications:  This research utilizes samples on only one automotive brand and company.

The effect of corporate political advocacy on brand perception: an event study analysis

PurposeIn recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on its alignment with their own values, and that it typically induces an overall negative response. This study aims to provide additional insights by exploring consumer brand perceptions following CPA.Design/methodology/approachAn event study of 106 CPA events and weekly consumer brand perception data was conducted. A regression model was used to investigate the moderating effects of CPA effort, concurrence and the strength of the online protests evoked by the CPA.FindingsThe results show that CPA had a negative effect on consumers’ brand perceptions and that the effect was stronger for customers relative to non-customers. The negative effect was attenuated by CPA concurrence and amplified by effort. Additionally, online protests were driven by the CPA effort and had a strong negative effect on brand perception. Online protests were stronger in the past, and, in turn, the negative effects of CPA on brand perceptions have slightly weakened in recent years.Originality/valueThis study contributes to the existing literature by highlighting the role of online protests following CPA and distinguishing consumer and customer responses. This study also provides converging evidence of the moderating effects of effort and concurrence identified in previous studies.

Celebrity CEOs’ credibility, image of their brands and consumer materialism

PurposeThis paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines the effects of consumer materialism on both celebrity CEOs’ credibility and the image of their brand.Design/methodology/approachA total of 260 participants knowledgeable of CEOs and their corresponding brands completed an online questionnaire in a cross-sectional study. The data were analyzed through covariance-based structural equation modeling.FindingsCelebrity CEOs’ expertise and attractiveness are positively related to both functional and sensory/visual images of their brands. Results also demonstrate the positive effect of materialism on both celebrity CEOs’ credibility and brand image.Research limitations/implicationsThe research was conducted in one country (France) using a cross-sectional design. Additional studies in other settings or countries should be carried out to establish the generalizability of results and strengthen causality inferences.Practical implicationsCEOs need to understand and manage their key role as celebrities, given the direct influence they may have on consumer brand perceptions and behavior.Originality/valueThis study refines the relationship between celebrity CEOs’ credibility and brand image. It is the first to introduce and validate the effect of consumer materialism on the perception of celebrity CEOs.

Investigation of the effects of retro music on creating a consumer brand perception with neuromarketing technique

Investigation of the effects of retro music on creating a consumer brand perception with neuromarketing technique

PECULIARITIES OF THE CONSUMER PERCEPTION OF UKRAINIAN AND FOREIGN BRANDS

Ensuring sustainable competitive advantages is the main goal of the company in a chaotic and unpredictable change in the business environment. Sustainable and long-term competitive advantages are formed mainly on the basis of the new combinations or new ways of using intangible assets: they give impetus to the company's development and innovation in a rapidly transforming environment. One of such unique assets of the enterprise becomes a brand. The brand is the bearer of the value of the product in the consumer perception, and is often more attractive to the consumer than the actual consumer value of the product. Consumer perception of the brand is determined by a large number of factors, including personal and psychological factors that reflect the patterns of human consumer behavior and order its coexistence habits. The study of these aspects of consumer behavior is an extremely important task of marketing. The subject of the research is theoretical-methodical and practical aspects of peculiarities and factors of consumer perception of Ukrainian and foreign brands. The purpose of the article is to form a theoretical and methodological basis for determining and comparing the characteristics of the perception of domestic and foreign brands by Ukrainian consumers with different socio-demographic characteristics. In line with this goal, the research methodology is based on the use of expert survey methods to determine the characteristics of consumer perception of brands using Google Forms. The sample size is 169 people. Respondents were asked to rate 14 foreign and 11 Ukrainian most popular clothing brands according to selected parameters. To confirm the hypotheses formed in the study, the calculation of the Fisher's angular transformation criterion φ was used. According to the results of the study of features and factors of consumer perception of Ukrainian and foreign brands by Ukrainian consumers, the hypotheses about the greater commitment of Ukrainian consumers to foreign brands was confirmed (consumer perception of the ZARA brand exceeds the perception of the H&M brand, consumer confidence in foreign brands exceeds the trust in Ukrainian brands). Fisher's angular transformation criterion is used to confirm the hypotheses.