Corporate Brand Research Articles

Pengaruh Teknik Kampanye Digital Public Relations #WeGotYou Terhadap Corporate Branding Gojek

Gojek is an online transportation application company in Indonesia that has created a strategy to increase corporate branding, one of which is by conducting campaigns.the campaigns created by Gojek are always related to the current conditions of society so that people can easily feel the effects of the campaign. In relation to this, this research aims to measure the influence of Gojek #WeGotYou public relations campaign on Gojek corporate branding, Gojek #WeGotYou public relations campaign, corporate branding obtained by Gojek. This research uses theory, namely a public relations campaign which includes participacing, association, integrative, pay of technique, icing technique, empathy, coercion technique. The approach used in this research uses a quantitative approach, which uses survey methods. This research is included in the descriptive research category quantitative. The data collection technique was carried out by distributing 148 respondents to people who commented on the #WeGotYou campaign upload on Instagram @gojekindonesia, the sampling method used random sampling. The results of this research show that the influence of the #WeGotYou public relations campaign on respondents responded well (agree) to all the statements submitted and on corporate branding the respondents responded well (agree), which means, there is an influence between the #WeGotYou public relations campaign on Gojek's corporate branding. Based on the hypothesis test that has been carried out, this research has a number of respondents (n) = 148, so the degrees of freedom (df) n – k = 148 – 2 = 146. With degrees of freedom of 146 and a significance of 5%, it is 1.97635 rounded to 1.976. Because the value of count (18.758) > ttable (1.976), H0 is rejected. H1 is excepted, which means there is an influence between the #WeGotYou Public Relations Campaign on Gojek's Corporate Branding. This research has an R square value of 0.707. The R square value shows a figure of 0.707 or 70.7%, which means that there is an influence between the #WeGotYou Public Relations Campaign on Gojek Corporate Branding.

A Research on the Concepts of Corporate Reputation, Brand Trust and Brand Loyalty

Kurumsal itibar, kurumun hedef kitlesinin kurum hakkındaki değerlendirmeleri konusunda bilgi kaynağıdır. Diğer taraftan marka güveni ve sadakat, kurumun pazar payını arttırırken, pazarda güçlü konumda olmasını sağlamaktadır. Araştırmada; kurumsal itibar, marka güveni ve marka sadakati kavramları arasındaki ilişkinin ortaya konulması amaçlanmaktadır. Bankacılık sektörü için kurumsal itibar, marka güveni ve sadakat kavramları, söz konusu sektörün sürdürülebilirliği için kritik bir öneme sahiptir. Bu noktadan hareket eden çalışmada, bankacılık sektörü üzerine bir araştırma gerçekleştirilmiştir. Araştırma evrenini Capital dergisi tarafından 22 yıldır yapılan “En Beğenilen Şirketler” araştırmasında, 2022 yılının bankacılık sektörünün en beğenilen bankalarının müşterileri oluşturmuştur. Nicel araştırma yönteminin ilişkisel tarama modelini kullanan bu çalışmada, kolayda örneklem tekniği aracılığıyla çevrimiçi anket kullanılarak 577 katılımcıya ulaşılmıştır. Yapısal eşitlik modeli testiyle kurumsal itibar, marka güveni ve sadakati arasındaki ilişki tespit edilmeye çalışılmıştır. Kurumsal itibarın alt faktörlerinden; çalışma ortamı, duygusal çekicilik, finansal performans ve sosyal sorumluluğun, marka güveninde pozitif etkisi olduğu görülmüştür. Marka sadakatinde; duygusal çekicilik, finansal performans ve marka güveninin pozitif bir etkisi olduğu dikkat çekmektedir. Marka güveninin aracı rolüne ilişkin sonuçlara bakıldığında; çalışma ortamının, duygusal çekiciliğin ve sosyal sorumluluğun marka sadakati üzerindeki etkisinde marka güveninin aracı rolü olduğu tespit edilmiştir. Son olarak araştırmaya ilişkin bulgular tartışılarak, gelecek araştırmalara yönelik çeşitli öneriler sunulmuştur.

Business continuity of culinary SMEs: Empirical study of personal branding, corporate branding, open innovation, and competitive advantage

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and sustainability of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in a competitive dynamic.

Influence of Environmental Awareness, Green Marketing, and Green Attributes Transparency on Purchase Intention Through Corporate Brand Image as a Mediating Variable: A Case Study on Unilever Consumers

The purpose of this research is to analyze the direct influence of environmental awareness, green marketing, and green attributes transparency on brand image. It also aims to examine the impact of environmental awareness, green marketing, green attributes transparency, and brand image on purchase intention. Additionally, the study analyzes the influence of environmental awareness, green marketing, and green attributes transparency on purchase intention through brand image. The sample for this research consists of 100 respondents selected from Rinso customers in the Sukabumi region. Sample selection is done using non probability sampling, specifically Accidental sampling, and primary data is collected through questionnaires. The data analysis method involves Structural Equation Modeling (SEM), utilizing Partial Least Square (PLS) as the analytical tool and SmartPLS version 3.0 as the software for testing. The results indicate that the variable of environmental awareness does not have a direct and significant influence on brand image. However, both green marketing and green attributes transparency positively and significantly affect brand image. Green marketing and brand image directly influence consumer purchase intention positively and significantly. Nevertheless, environmental awareness and green attributes transparency, while showing a positive influence, do not reach statistical significance. Regarding indirect effects, brand image mediates the relationship between independent variables and purchase intention, except for the variable of environmental awareness.

Mapping the sustainability branding field: emerging trends and future directions

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. Findings The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. Practical implications This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands

PurposeConsumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.Design/methodology/approachThe authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.FindingsThe model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Research on Simulation and Optimization of Regional Express Cabinet Modeling based on Flexsim

In order to solve the problems of intelligent express cabinet quantity distribution and unreasonable grid configuration at the end of express delivery, improve customer satisfaction, and coordinate the investment cost and profitability of enterprises. Using the Flexsim software to simulate the distribution mode of regional express cabinets, set relevant parameters, analyze the utilization rate of intelligent express cabinets and the utilization rate of express cabinets, optimize the number of intelligent express cabinets and the configuration of the number of lattices, and enhance the corporate brand image.

The Mediating Role of Relationship Quality On The Relationship Between The Corporate Brand And Repurchase Intention

Intense competition in automotive sector compels companies to fortify and strategically position their corporate brand in customers' minds. Consequently, cultivating robust and enduring relationship quality with customers has become imperative. The objective of this study was to investigate the mediating role of relationship quality on the relationship between the corporate brand and repurchase intention in the automotive sector. Grounded in the resource-based view theory, the assumption is that relationship quality serves as a mediator between the corporate brand and repurchase intention. The proposed conceptual framework includes variables three of relationship quality is hypothesized to mediate the relationship between the corporate brand and repurchase intention. Data were collected via a survey method using a personally administered questionnaire received from 322 customers of automotive companies in Sudan. The responses were obtained and analyzed through quantitative method using SPSS. The results showed that the three components of relationship quality including trust, satisfaction and commitment mediated the relationship between the corporate brand and repurchase intention. Each relationship quality component exhibits distinct mediation patterns. These results contributed a unique addition to academic knowledge and offer valuable insights for decision-makers in the marketing field.

Методика оценки здоровья корпоративного бренда на рынке гостеприимства

The article presents the author's methodology for assessing the health of a corporate brand in the hospitality market, including various factors and components of the developed methodology. The basis of the corporate brand health assessment methodology is the allocation of three main categories of the methodology, such as the quality of knowledge, the pyramid of knowledge and the brand health assessment itself, based on PAR and BAR indicators. The article also reviewed the existing methods of brand health assessment on the market, based on which a proprietary methodology for assessing the health of a corporate brand was developed. Assessing the health of a corporate brand allows a company not only to focus its marketing policy on leaders from the consumer's perspective, but also from the perspective of the organization itself. Brand health assessment allows you to identify the advantages of an enterprise, which is critically important when choosing a place of rest or services for a consumer, since today's consumers are increasingly informed and more demanding of the quality of services provided. Moreover, the hospitality market is saturated with a variety of leisure destinations, therefore, with the help of brand health assessment, it is possible to identify unique competitive advantages, stand out on the market and successfully continue the fight for consumer attention. The importance of assessing the health of a corporate brand is also important for such a target group as the company's employees. Successful enterprises can be attractive to talented personnel, which can have a positive impact on the quality of services provided. The developed methodology for evaluating the corporate brand of an enterprise allows the organization to competently and timely analyze marketing communications, respond to rapidly changing environmental conditions and take timely measures.

Voices of Thai Patients With Non-Communicable Diseases Towards Healthy and Ready Meal Products: A Mixed-Methods Research.

Healthy diets reduce the risk of several non-communicable diseases (NCDs) from diabetes to heart disease and hypertension to cancer. Given their busy lifestyles, it is difficult for individuals to routinely prepare healthy food. Therefore, healthy and ready meal products have been developed and commercially launched in Thailand. Considering ready and healthy meals as an innovative product line in the Thai market, the aim of this study was to identify the factors that influence NCD patients to adopt this product innovation. This study used a mixed-methods approach based on Roger's model of innovation adoption. Two hundred and twenty NCD patients completed a questionnaire regarding their expectations towards healthy meal products. In-depth interviews were conducted with 20 respondents to explore the underlying reasons behind their scoring decisions in the questionnaires. The findings revealed that the highest rated items were the expectation that healthy meals reduce the severity of disease, help avoid high-cholesterol food, and comprise a variety of meal choices. Instead of celebrity marketing and corporate branding, the patients preferred healthy meals that are recommended by health professionals and produced by university research teams. The qualitative findings also demonstrated that most patients welcomed healthy menus as a preventive treatment, but still have concerns regarding the availability and quality of the products. This study reveals the expectations of prospective consumers, specifically NCD patients, towards healthy and ready meal products. It adds key information for food producers, health professionals, and policymakers to foster healthy food innovation, especially in the context of emerging economies like Thailand where healthy food choices are limited.

Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber

AbstractThe purpose of this research is to investigate the structural relationship between Uber corporate social responsibility (CSR), brand trust, and brand loyalty. Stakeholder theory is the theoretical foundation of the study. The CSR subdimensions of eco‐friendliness, quarantine, user privacy, user safety, and driver well‐being are used. Amazon Mechanical Turk was employed for data collection. The number of observations is 405. A structural equation model was implemented to test the research hypotheses. This study demonstrated the accountability of stakeholder theory for Uber brand management by showing a significant link between quarantine, user privacy, user safety, driver well‐being, brand trust, and brand loyalty. This study contributes to the literature by validating the explanatory power of stakeholder theory in the case of Uber brand management.

Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County

Global competition has called for companies to be more innovative in the way they position their brand to achieve a competitive edge. Therefore, companies have adopted more non-traditional ways to showcase their products each more audiences as possible, one of the innovative ways of marketing that have gained more attraction among corporate marketers is corporate sponsorship. Marketers have found corporate sponsorship to be more effective in creating brand awareness and re-shaping brand attitudes amongst prospective customers. The purpose of the current study was to investigate the relationship between corporate sponsorship and brand equity among beverage companies in Nairobi County. The specific objectives of the study were to establish the relationship between education sponsorship and brand equity amongst beverage companies in Nairobi City County. The study involved 237 public relations and marketing managers in 10 beverage companies sponsoring different education. Sampling for the study was conducted through a stratified random sampling technique. Data for the study was collected using questionnaires that were administered physically as well as online. Collected data was analyzed through descriptive and inferential analysis. Descriptive statistics included: mean, frequency, percentage, and standard deviation. Inferential analysis on the other hand included correlation as well as regression analysis. Education sponsorship and Brand Equity revealed a β= 0.254, t= 2.566, and a p-value of 0.012. The study concluded that education sponsorship had a positive and significant relationship with brand equity. Public relations managers and marketing managers need to identify needy and also bright students in society who are enrolled in schools by giving them scholarships to boost their corporate image.

Corporate Social Responsibility and Brand Equity – An Analytical Study Focusing on Indian Businesses

Corporate Social Responsibility and Brand Equity – An Analytical Study Focusing on Indian Businesses

The Influence of Ethical Procurement Practices on Corporate Reputation and Brand Image in an Organizations. A Case Study of Mission General Hospital

The Influence of Ethical Procurement Practices on Corporate Reputation and Brand Image in an Organizations. A Case Study of Mission General Hospital

A deep learning-based method for evaluating the quality of corporate brand packaging visual design

Abstract With the development of deep learning technology, the quality evaluation of enterprise brand packaging visual design becomes more critical. The study first established a brand packaging design product color imagery dataset through color emotionalization, and used systematic clustering technology for imagery selection and evaluation. Subsequently, the brand packaging visual design was optimized based on user demand, combining perceptual engineering and user demand mapping model. Many samples were evaluated by GoogLeNet model, and the data were processed by K-mean clustering and semantic difference method. The results show that the proposed method can effectively distinguish the perceptual imagery of different brand packaging designs, such as traditional, modern, simple, and complex. Specifically, more than 90% of the samples in the experiment achieve high consistency in perceptual imagery evaluation. In addition, the study analyzed the classification effect and quality evaluation of corporate brand packaging visual design, proving the validity and reliability of the method. This study provides a new quality evaluation method for corporate brand packaging graphic design, which helps to improve design efficiency and quality.

Corporate Social Responsibility, Corporate Brand Image and Employer Attractiveness: Perspectives of Potential Employees

Corporate Social Responsibility, Corporate Brand Image and Employer Attractiveness: Perspectives of Potential Employees

'No saints', 'no sinners'. Corporate social responsibility impact on occupational embeddedness and corporate brand trust with extrinsic motivation as a moderating construct

'No saints', 'no sinners'. Corporate social responsibility impact on occupational embeddedness and corporate brand trust with extrinsic motivation as a moderating construct

The Contribution of Perceived Brand Ethics to the Development of Consumer Trust: A Qualitative Study of Moroccan Islamic Banks

The Moroccan banking sector is facing growing challenges to adhere to emerging standards of business ethics and corporate social and environmental responsibility. A marketing ethic based on good organizational conduct is now necessary to consolidate competitive advantage, strengthen market positioning and ensure the long-term sustainability of the corporate brand. This article primarily aims to delve into a relatively overlooked subject within marketing literature: the consumer-perceived ethics in the service sector, the brand equity of Islamic banks, and their consequential influence on brand trust development.

Brand Supportive Behavior among Insurance Agents in Malaysia

Brand supportive behavior is important to companies because it shows the willingness of agents to go beyond their prescribed roles for the good of the corporate brand. Hence, this study aimed to examine the relationship of internal brand orientation and customer orientation on brand supportive behavior. A research framework was established based on existing literature to test the relationship among these variables. The Social Exchange Theory were employed to explain the relationship between the variables being studied. In order to empirically test the research framework of the study, data were collected by employing a questionnaire survey. 350 respondents from the insurance industry were selected using the systematic sampling. The data collected was analyzed using the Partial Least Square Structural Equation Modelling (PLS-SEM). The empirical result revealed that internal brand orientation, customer orientation, influenced brand supportive behavior. The results of this study provide insights to managers whereby they must use appropriate applications of internal brand management practices such as internal brand orientation and customer orientation. These findings also suggest that internal brand orientation, customer orientation are crucial factors that affect the willingness of agents to commit to brand supportive behavior.

The Impact of Artificial Intelligence and Consumer Behavior Interaction on Corporate Brand Management and Marketing Strategies

The Impact of Artificial Intelligence and Consumer Behavior Interaction on Corporate Brand Management and Marketing Strategies