Brand Management Research Articles

The impact of logo change on brand loyalty with the mediating role of brand attitude

PurposeThis research examines the impact of logo changes within rebranding strategies, with a focus on the recent logo transformation of Burger King. Redesigns of logos often reflect shifts in brand strategies and consumer preferences. This study aims to evaluate the effects of logo changes on brand loyalty with the mediating role of brand attitude.Design/methodology/approachThis study investigates the influence of Burger King’s logo change on consumer behavior, specifically regarding brand loyalty. The research involves an analysis of the appropriateness and familiarity of the old and new Burger King logos, based on data collected from 468 Egyptian consumers. Statistical analysis is conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the impact of logo changes on consumer loyalty.FindingsThe findings indicate that a change in logo can positively affect brand loyalty, particularly when the new logo is perceived as both appropriate and familiar to consumers. Additionally, the study highlights the mediating role of brand attitude, suggesting that favorable brand perceptions enhance the relationship between logo changes and consumer loyalty.Practical implicationsThe practical implications of this study highlight key strategies for brand managers involved in rebranding efforts and the associated risks of such processes. Ensuring logo appropriateness and maintaining elements of familiarity are crucial to fostering consumer acceptance and loyalty.Originality/valueThis study highlights the important role of logo change “logo appropriateness and familiarity,” offering a new perspective on how aligning logos with brand identity and retaining familiar elements can enhance consumer acceptance and loyalty with the presence of brand attitude as a mediator in this relationship.

Environmental, Social and Governance Performance on Brand Value in the Context of “Dual Carbon”: The Mediating Effect of R&D Innovation

As an important asset of an enterprise, brand value reflects its competitive position in the market. With the proposed goal of “carbon peak” and “carbon neutrality”, the development of enterprises is paying more and more attention to ESG performance (that is, the performance of enterprises in environmental, social and governance aspects), and the attention of brand management is slowly shifting away from traditional products and markets into being green and sustainable. In order to verify the relationship between ESG performance and brand value, this study takes Chinese A-share listed enterprises from 2012 to 2021 as research samples to reveal the mechanism of ESG performance’s impact on brand value. The results show that ESG performance can significantly improve brand value, indicating that the investment in ESG will ultimately affect brand value. The mediation mechanism analysis shows that R&D innovation plays a mediating role in the relationship between the two. A heterogeneity analysis shows that the ESG performance of state-owned enterprises and large enterprises has a stronger promoting effect on brand value, while small enterprises do not show heterogeneity. The research results provide new evidence to reveal the impact of ESG performance on brand management, and have reference significance for ESG construction, brand marketing innovation, and corporate green innovation.

Interplay between online customer experience and customer citizenship behaviour towards mobile shopping applications

ABSTRACT In the service industry, embracing customers as valuable resources and stimulating their citizenship behaviours provides a competitive edge. However, there is a dearth of studies on customer citizenship behaviour (CCB) in mobile application services. This study focuses on how online customer experience (OCE), particularly in mobile shopping applications (MSAs), affects CCB. Data from 410 Indian MSA users were collected and analysed using structural equation modelling. The analysis reveals that two aspects of the customer experience – cognitive (users’ perceptions and thoughts about the app) and sensory (the app’s design and visual appeal) – strongly influence key CCB elements, such as customer advocacy, helpfulness, and tolerance. The findings emphasise the relevance of OCE in improving CCB towards MSAs. It will assist marketers in formulating effective branding strategies that drive value co-creation and long-term customer engagement.

STARBUCKS INDONESIA'S BREWING CONTROVERSY : EXPLORING THE CONSUMER BEHAVIOUR AND PRODUCT PERCEPTION IN THE SHADOW OF THE ISRAELI-PALESTINIAN CONFLICT

The main objective of this study is to examine how the role and influence of religiosity, consumer animosity and consumer ethnocentrism on the assessment of Starbucks Indonesia products that affect consumer purchasing behavior after the Israeli-Palestinian conflict broke out again in October 2023. Considering Indonesia is the biggest country with Muslim population in the world, how will it react to such a global brand, the biggest coffee corporation in the world and what drives them. The research using quantitative method with validated questionnaires derived from literature is used for data collection. Data were collected from 250 respondents Starbucks Indonesia consumers who are Muslims. This research using the Structural Equation Modeling (SEM) method with a focus on Partial Least Squares (PLS) for framework analysis. The study attempts to add value and give comprehensive details to the existing literature on consumer behavior, especially the role of religiosity, animosity, and ethnocentrism among consumers in Indonesia. The research emphasizes the importance of understanding consumer behavior in diverse cultural contexts and aims to guide brand managers in developing targeted strategies to navigate potential challenges arising from religiously motivated consumer sentiments in the aftermath of the Israeli-Palestinian conflict. The practical implications suggest that brand managers should adopt nuanced marketing strategies in conflict-affected regions, recognizing the diverse consumer sentiments and tailoring campaigns accordingly. Effective communication and CSR initiatives are crucial for maintaining brand loyalty and trust, with a focus on community engagement and interfaith projects. Additionally, ongoing research and feedback mechanisms are essential to monitor and adapt to the changing consumer sentiments in these regions.

BRAND AMBASSADORS, FOMO, AND PERCEIVED VALUE INFLUENCING LEVI'S IMPULSE BUYING

In today's dynamic market landscape, complex changes are evident across various industries. Consumers now expect a positive shopping experience, viewing consumption activities as both personal fulfillment and social identity markers. To stay competitive, businesses must align their branding strategies accordingly. One strategic approach to enhancing brand appeal involves collaborating with brand ambassadors. Specifically, the allure of K-pop idols plays a substantial role in shaping brand images, thereby motivating consumers to make impulsive purchases. This study seeks to investigate the impact of brand ambassadors on impulse buying behaviors. Additionally, we aim to analyze the significance of perceived value in influencing these behaviors. Data collection utilized Google Forms, gathering responses from 160 Indonesian females between ages 17 and 40 who were familiar with the New Jeans music group and had recently purchased or used Levi’s collections. Our methodology includes processing the data using SMART-PLS 4.0 with Structural Equation Modeling (SEM). Our preliminary findings indicate that brand ambassadors significantly enhance impulse buying through increased perceived value and fear of missing out (FOMO). This research contributes valuable insights into consumer behavior under modern marketing strategies, emphasizing the importance of aligning branding efforts with evolving consumer expectations. By leveraging celebrity influences effectively, businesses can stimulate spontaneous retail activity, offering practical implications for marketers aiming to maximize customer engagement and loyalty. Ultimately, our analysis underscores the strategic potential of collaborating with influential figures like K-pop idols to boost sales within competitive markets.

Analyzing the impact of viral marketing on brand equity dimensions in Egypt’s home appliances sector: A customer and legal perspective

In the digital age, viral marketing has emerged as a key driver in shaping brand equity, particularly in the highly competitive Egyptian home appliances sector. Traditional marketing strategies have proven insufficient in reaching consumers with the same efficacy as viral campaigns, which leverage digital platforms and consumer networks. This study examines the influence of viral marketing on brand equity dimensions – brand awareness, perceived quality, brand loyalty, and brand association – through the lens of both customer perception and legal frameworks Using a quantitative research design, data were collected from 270 respondents across 389 companies, with a response rate of approximately 70% of the total population in Egypt’s home appliances sector, with simple linear regression analysis employed to assess the relationships. The results indicate a strong positive effect of viral marketing on brand equity. Specifically, viral marketing accounts for 27.2% of the variance in brand awareness (R² = 0.272, p < 0.001), 28.1% in perceived quality (R² = 0.281, p < 0.01), 13.6% in brand loyalty (R² = 0.136, p < 0.05), and 40.9% in brand association (R² = 0.409, p < 0.001). Furthermore, the study finds that regulatory compliance plays a moderating role, ensuring that viral marketing campaigns remain within ethical and legal bounds, thereby enhancing consumer trust and the long-term impact of marketing efforts.These findings highlight the strategic value of integrating viral marketing with a firm understanding of legal frameworks to optimize brand equity in Egypt’s home appliances industry. This research provides actionable insights for brand managers and marketers looking to maximize the efficacy of their viral campaigns while maintaining brand integrity. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The Role of Media Diplomacy in Shaping the State’s International Image

The article attempts to determine the role of media diplomacy in shaping the state's image in the international arena. Media diplomacy under the conditions of globalization transformed geopolitical relations and changed the hierarchical system of foreign policy decision-making, highlighting the competition among states for the opportunity to influence public opinion. The information policy of the state involves not only the dissemination of positive information about it in the international information space, but also the integration of politicians, state government structures, non-state actors, famous personalities, and opinion leaders into the brand management system of the state's national policy. At the same time, the use of social media platforms in the implementation of diplomatic activities has led to the fact that any user of a social network today is not only a consumer of information, but also a direct supplier and distributor of it, meaning they have the opportunity to influence the adoption of certain decisions at the state level and shape in this way the image of the state. The article analyzes the use of media diplomacy mechanisms in the formation of Ukraine's image, identifies positive and negative aspects, and discusses prospects for its development.

Study on the Innovative Development Path of Rural Characteristic Sports Events in Ganzi Prefecture under the Background of Culture and Tourism Integration

Under the background of cultural and tourism integration, the development of rural characteristic sports events in Ganzi Prefecture faces new opportunities and challenges. By analyzing the rich culture, natural resources and the current situation of characteristic sports events in Ganzi Prefecture, this paper discusses how to innovate the development of these events in order to realize the deep integration of cultural tourism and rural sports and promote the development of local economy and society. The study finds that Ganzi Prefecture has a broad space for innovation in terms of event branding, integration of events and tourism projects, technological empowerment and community participation. To this end, this paper proposes an innovative path based on the excavation of local cultural resources, branding, digital promotion and industry linkage development, specifically including event branding, exploration of the integration mode of culture and tourism, the application of scientific and technological means, and the improvement of the community participation mechanism.

Legitimacy work of employer brand managers: how to find approval for employer branding policies and measures within an organisation?

Although organisations rely on employer brands, knowledge regarding management practices used to convince internal stakeholders from such engagements is limited. Consequently, this study examines employer brand manager’s legitimacy work. Building on structuration theory, it details the management actions taken to secure approval and structural reasons justifying an organisation’s engagement with employer brands. Using data from 69 organisations in Austria, this study evaluates how conviction regarding employer branding policies and measures emerged and identifies five key management practices: dramatising, radicalising, distributing, pragmatizing, demonstrating. These practices underscore “contextuality” in legitimacy work, illustrating how managers adapt their strategies to different phases in employer branding. This study contributes to existing literature by clarifying the legitimacy issues in intra-organisational management of employer brands, expanding our understanding of organisational politics and the role of structures in employer brand management. Additionally, it offers practical insights to help employer brand managers navigate the complexities of their roles more effectively and gain support for their initiatives by using pioneer, partner, and follower strategies.

When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands.

A committed brand facing moral dilemma crises: the role of inferred goodwill and self-brand connection in consumer regret

Purpose In an era of blurred moral boundaries, brands face “moral dilemma crises”, which are distinguished from traditional crises. Based on expectancy violations theory, this study aims to explore how consumers interpret (inferred goodwill) and evaluate (consumer regret) the precrisis committed brands, reinforced by corporate ability and responsibility (expectancies) during moral dilemma crises and whether self-brand connection moderates this relationship. Design/methodology/approach The main study used a scenario-based online survey with a purchased beauty brand, analyzed via structural equation modeling and PROCESS macro, to examine the effects of corporate ability and responsibility on regret, mediated by inferred goodwill and moderated by self-brand connection. A validation study with a fictitious brand used an online experimental design, analyzed with t-tests and ANCOVAs. Findings When corporate ability and corporate responsibility are considered together, corporate ability negatively impacts inferred goodwill (boomerang effect), whereas corporate responsibility positively impacts inferred goodwill (buffering effect). Inferred goodwill acts as a mediator that reduces regret. The negative impact of corporate ability on inferred goodwill and regret becomes stronger among consumers with strong self-brand connections. However, self-brand connection does not moderate the relationship between corporate responsibility and inferred goodwill. Originality/value This research extends the application of expectancy violations theory to moral dilemma crises, differentiates between the effects of corporate ability and responsibility, highlights the role of inferred goodwill and regret and explores the moderating effects of self-brand connection, providing tailored insights for brand management.

VRIO Analysis in Developing Branding Strategies for Egg-Based Food Products as Souvenirs from Blitar – Local Perspective

Blitar is rich in tourism potential. The local economy stands to benefit significantly from tourism, creating job opportunities and enhancing community development. Blitar's position as a major egg producer offers unique opportunities for developing egg-based souvenirs. However, challenges include identifying appealing products and effective branding strategy is required to enhance the marketability of these products, fostering economic growth and tourism in the region. This study utilizes a mixed-method approach to explore consumer perceptions of egg-based processed products in Blitar, combining quantitative surveys with qualitative interviews of business actors. A survey of 61 respondents gathered measurable data on consumer preferences and factors influencing purchasing decisions. In-depth interviews provided insights into marketing strategies and challenges faced by producers. The study employs descriptive statistics and VRIO analysis to develop effective branding strategies for promoting processed egg products as signature souvenirs from. The analysis reveals that respondents indicating higher interest in egg-based products as souvenirs from Blitar as food significantly influences their choice of tourist destinations, with a strong preference for local ingredients. However, awareness of Blitar’s egg production potential is low, leading to limited appeal for egg-based products. The VRIO analysis shows organizational weaknesses hinder competitive advantage despite valuable product features. Effective branding strategies tailored to consumer expectations are crucial for market success. Enhancing product awareness and education through organized action can further strengthen the appeal of these culinary offerings in tourism.

‘I wouldn’t call myself a brand, but many people say my name could serve as a brand.’ Exploring a conceptualization and typology of athlete brands

ABSTRACT Research Question Building on the literature on human branding, athlete branding, and branding capability, this study examines the brand building process of athletes and is the first to derive an athlete brand building typology. Research Methods Semi-structured interviews with 13 professional and semi-professional German athletes were conducted in 2018. The interviews were enriched with data from the athletes’ Instagram accounts. To verify the data and obtain deeper insights into the athletes’ branding capabilities, the study was repeated with 12 of the 13 athletes prior to the 2021 Olympics in Tokyo. Results and Findings The findings indicate the first typology of athlete brand building with three specific types of human brands: brand antagonist, brand supporter, and brand manager. These three types can be differentiated by the athlete core, the brand concept, the role of social media, the sport ecosystem, and their sponsorship relationships. Implications This study contributes to a deeper understanding of the emerging field of athlete branding. The typology can help athletes and their managers to design specific brand building activities depending on the respective athlete type. Additionally, this study is the first conceptualization and typology of athlete brand building. Furthermore, this study marks a starting point for a more comprehensive understanding and further research on athlete branding.

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

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

Quality Dimensions of Travel Products: A Research Perspective

This paper also explores the impacts and benefits of enhancing the quality of travel products using the four dimensions: conformity, durability, design innovation and improvement, and brand image.. It is found that high-quality travel products can not only improve tourists' satisfaction and promote word-of-mouth communication but also enhance brand image and market competitiveness, thus driving the development of related industries(Khan, M. S., et al. (2020). However, the improvement of travel product quality also faces many challenges, such as homogenized competition in the market, insufficient professionalism of service personnel, and lack of brand strategy. In response to these problems, this paper proposes future directions for research and practice, including strengthening product innovation and formulating a systematic brand-building strategy. By synthesizing the research on China's travel product quality, this paper aims to provide valuable references for academics and the industry and to provide theoretical support and practical guidance for improving travel product quality.

Mechanism for developing brand equity of higher education institutes using intangible resources: a serial-multiple mediation analysis

PurposeThis study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand management aspects, attachment strength and student’s contemporary citizenship behavior (CCB).Design/methodology/approachData were gathered through a self-administered questionnaire from Indian students and alumni (n = 703). The study examines the proposed comprehensive model through serial and multiple mediation analysis.FindingsThe study unfolded “service quality? brand image? attachment strength? word-of-mouth? brand equity” as the most significant path to develop HEI’s brand equity.Research limitations/implicationsThis study pioneers an empirically validated mechanism for developing brand equity in HEIs, addressing gaps identified by previous studies and offering a theoretical framework that elucidates how HEIs can leverage intangible resources through strategic brand management to foster attachment and influence positive student behaviors, thereby contributing to the development of HEI brand equity.Practical implicationsHEIs need to understand that relying solely on tangible aspects leads to short-lived effects. To maintain a lasting competitive advantage, HEIs should focus on crafting a rich historical narrative, retaining talented faculty and staff and earning respect from the public to build a lasting reputation.Originality/valueThis study develops the mechanism for developing brand equity of HEIs using its valuable, rare and inimitable intangible resources. Along with the introduction of novel constructs like competence, heritage and word-of-mouth to existing study, the proposed conceptual model is premised on the theory of self-congruence, social-exchange theory and CCB.

New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding

Over the past twenty years, brand communication strategies have evolved, particularly for younger audiences, with formats that blend advertising and entertainment content, often featuring influencers. This style of advertising presents challenges, notably the difficulty minors face in recognizing the commercial intent of messages. This article explores minors’ awareness and understanding of these advertising techniques, along with their moral and evaluative responses. We conducted 35 in-depth online interviews with minors aged 10–14 years in Spain. The findings reveal that recognition and understanding of such advertising increase with age. Although minors are accustomed to these practices, their primary reaction is indifference. The study emphasizes the importance of enhancing minors’ critical capacities to better navigate hybrid messages on social networks.

An In-depth Analysis of Bandai's Brand Evolution

A retired Japanese veteran, while working at a factory owned by his brother-in-law, discovered the substantial market potential of toys made from recycled materials, prompting him to start a side business. This seemingly modest idea ultimately gave rise to the globally renowned brand—Bandai. What is Bandai, and what entertainment trends has it led? What insights can Bandai offer for the high-quality development of China's cultural industry? This paper focuses on analyzing Bandai's successes and failures in the toy, anime, and gaming sectors, providing valuable lessons for the growth and cultivation of brand culture.

Arts management and economic development: The role of cultural organizations in China’s regional growth

This study explores the role of arts management in regional economic development within major Chinese cities, including Beijing, Shanghai, and Shenzhen. Cultural organizations—such as museums, theaters, and galleries—contribute significantly to local economies through tourism, job creation, and the enhancement of cultural branding. Using a qualitative approach, 18 semi-structured interviews with arts managers and policymakers selected based on their influential roles in cultural organizations across these cities. The interviews were analyzed using thematic analysis, which identified key themes including the economic impact of cultural organizations, the influence of government policies, challenges in arts management, and the role of cultural tourism in fostering regional growth. The findings reveal that while government policies play a pivotal role in supporting cultural organizations, providing crucial funding, tax incentives, and infrastructure development, concerns remain about the long-term sustainability of funding due to shifting political and economic priorities. Additionally, arts managers face challenges related to balancing artistic goals with financial viability, particularly as the sector becomes increasingly competitive and technology-dependent. Key challenges identified include securing stable funding sources, adapting to digital technologies, talent retention, and maintaining artistic integrity amid commercial pressures. The study highlights the need for diversified funding models such as public-private partnerships and alternative revenue streams and suggests further exploration into the role of smaller cultural organizations in rural regions to promote inclusive regional development. Practical recommendations include developing strategies to enhance financial sustainability, investing in digital capabilities, and formulating policies that provide long-term support for the cultural sector. Overall, the research contributes to a better understanding of how effective arts management can drive regional economic development and offers practical recommendations for strengthening the sustainability of China’s cultural sector.

Impact of value-consciousness and brand-self value congruity on sustainable luxury brands and commodities

ABSTRACT Drawing on Self-Congruity and Equity Theories, this research examines the distinct impacts of communicating uniform sustainability initiatives for luxury brands versus commodity brands. This paper introduces a conceptual model that highlights the moderated mediation effect of brand-self value congruity and the three-way moderating effect of value-consciousness on the adverse impact of sustainability on luxury versus commodity brands. The findings from two experimental studies demonstrate that communicating sustainability initiatives has distinct effects on different brands. Specifically, sustainability initiatives enhance the evaluations of commodity brands but diminish the evaluations of luxury brands. The negative impact of sustainability on luxury brands is mediated by brand-self congruity. Moreover, value-consciousness moderates the relationship between sustainability and luxury brands, such that low value-conscious consumers tend to value sustainable luxury brands less than their non-sustainable counterparts, unlike high value-conscious consumers. These findings offer valuable managerial and practical insights for brand managers and communication strategists considering adopting sustainability communication strategies.