Brand Differentiation Research Articles

THE ROLE OF EMOTIONS IN CONSUMER DECISION-MAKING: ANALYZE HOW EMOTIONAL APPEAL IN MARKETING AFFECTS CONSUMER BEHAVIOR

Emotions play a pivotal role in consumer decision-making, influencing how individuals perceive, evaluate, and choose products or services. Emotional appeal in marketing taps into consumers' feelings, often bypassing rational thought to create strong associations with a brand or product. This paper analyzes how emotional appeal shapes consumer behavior by building brand loyalty, enhancing engagement, and driving impulse purchases. Positive emotions such as happiness, excitement, and belonging can foster long-term consumer relationships, while negative emotions like fear or anxiety can prompt immediate action. Through emotional resonance, brands not only differentiate themselves in a crowded marketplace but also create memorable experiences that impact purchasing decisions. The findings suggest that successful emotional marketing strategies are those that align with consumers’ values, desires, and emotional states, highlighting the importance of understanding both rational and emotional drivers in shaping consumer behavior. KEYWORDS Emotional Appeal, Consumer Behavior, Brand Loyalty, Impulse Buying, Positive Emotions, Negative Emotions, Engagement, Emotional Marketing, Brand Differentiation, Cultural Sensitivity, Neuromarketing, AI and Emotion Recognition, Personalization, Social Media, Sustainability, Behavioral Economics.

Recyclability level and quantity decisions of electronic manufacturers under four recycling systems of extended producer responsibility

Some electronic manufacturers and groups have left or are planning to leave the default recycling system that regulates their responsibilities for end-of-life (EoL) products. A legislative menu in the extended producer responsibility (EPR) framework allows manufacturers to choose the rate or cost model freely. In this paper, we model four potential recycling systems to study how two firms with brand differentiation should choose legislative models. We analyze the effect of take-back rate and brand differentiation on the firms’ equilibrium decisions, identify the condition in which firms leave the default plan, and further compare economic and environmental outcomes among all recycling systems. We find that only the cost system creates free-riding avenues because the current cost allocation mechanism by market shares does not concern the environmental contributions of members. We also find that the hybrid system (which includes rate-cost and cost-rate systems) provides higher design incentives than the basic case (which includes rate and cost systems), contrasting to the conventional wisdom in which the rate system has superior design incentives. Finally, our results demonstrate that the rate-cost system performs better economic and environmental benefits due to the perfect match between differentiated manufacturers and legislative models.

Rapid identification of milk powder adulteration based on surface-enhanced Raman spectroscopy

In recent years, milk powder adulteration has emerged as a matter of great concern. In this study, a rapid, accurate, and efficient detection method based on surface-enhanced Raman spectroscopy (SERS) combined with principal component analysis (PCA) was established to detect milk powder adulteration. The “coffee ring” effect-based gold nanoparticles (Au NPs) as the SERS-enhancing substrate were coupled with a portable Raman spectrometer, which enabled the differentiation of various brands of milk powder and the detection of melamine in milk powder. The substrate exhibited good SERS enhancement ability with an enhancement factor of 104. Furthermore, a strong linear correlation with a correlation coefficient (R2) of 0.9903 was observed between the melamine Raman intensity and concentration from 0.5 to 5.0 mg/kg. The calculated limit of detection of melamine (LOD) was 0.15 mg/kg, while the limit of quantitation (LOQ) was 0.5 mg/kg. In addition, when the method was applied to the detection of melamine in milk powder samples, this method achieved the recovery rates of melamine in milk powder samples ranged from 92.83% to 98.86% with relative standard deviations between 0.84% and 1.14%. In summary, the established method offers the advantages of cost-effectiveness, less sample requirement, and shorter detection time, meeting the needs for milk powder classification and rapid melamine detection.

Sustainable Management Strategies to Enhance Business Competitiveness in the Technology Sector

The increasing global demand for sustainable business practices has placed significant pressure on organizations, particularly within the technology sector, to adopt strategies that balance environmental, social, and economic goals. This study investigates the role of sustainable management strategies in enhancing business competitiveness in the technology industry. The research employs a mixed-method approach, integrating quantitative data from key performance indicators (KPIs) such as market share, operational efficiency, and innovation outcomes, with qualitative insights gathered from in-depth interviews with senior executives. The results demonstrate that companies adopting sustainability practices experience a measurable improvement in operational efficiency (10%) and market share (15%), confirming that sustainability serves as a critical enabler of competitive advantage. Qualitative findings further reveal that sustainability initiatives bolster brand differentiation, customer loyalty, and regulatory compliance, contributing to long-term success. These strategies not only help firms navigate evolving regulatory landscapes but also enhance their positioning as leaders in innovation and social responsibility. This study concludes that sustainable management strategies are essential not just for compliance, but for fostering long-term business resilience and market leadership in the fast-paced technology sector.

An efficient technique for developing the active sound control system in electric vehicle

The sound characteristic is a critical metric to manifest the brand differentiation of electric vehicle (EV), and the sound design with more diverse acoustic characteristics has become a hot issue in current research of EV technology. In this paper, an efficient technique of active sound design (ASD) is explored to develop the control system of active sound generation (ASG) with powerful sound quality for EV. Firstly, an optimization algorithm of sound synthesis based on multi-frequency superimposition is proposed to improve the harmonic interference phenomenon in the synthesized sounds. Subsequently, an adaptive sound control strategy is formulated, where an iterative accumulation method is proposed to calculate the “virtual engine speed” of EV, and a gain table is presented to divide the running state. Besides, an ASG system is developed based on the proposed ASD technique. The tests result demonstrate that there are 18 target order sounds are reproduced perfectly, and the powerful sound quality interior EV is enhanced while the original interior acoustic environment of EV is retained, which confirms the effectiveness of the proposed control technique of ASG system. The proposed ASD technique here accelerates the change from silence to sound quality in the electric vehicles, which has important theoretical significance and engineering value.

Beyond Sensory Boundaries: Innovative Applications of Synesthetic Design in Shaping Deep Brand Perceptions and Experiences

With the development of modern technology and concepts, the object of design expands from material form to non-material form, and the product modeling design gradually develops towards all-round perception and experience. Products are not only the carrier of function, but also the medium of emotional communication. In an era of information overload and short consumer attention spans, building deep and lasting brand perceptions has become a major challenge for marketers. The researcher explores the innovative application of synesthetic design principles, clarifies the role of synesthetic imagery interoperability and design expressions, constructs a design translation path of synesthetic imagery interoperability with the product as the medium and emotion as the dominant, and explores the process and verification method of the application of synesthetic imagery interoperability in the product styling design, so that synesthetic design can be used as a strategic tool that transcends the boundaries of the traditional sensory marketing, and thus cultivates deep brand experience and cognition. We use the generic design as a strategic tool to transcend the boundaries of traditional sensory marketing, thus cultivating profound brand experience and cognition. By integrating multi-sensory experiences and utilizing the inherent cross-modal correspondences between different sensory modalities, synesthetic design facilitates comprehensive and immersive brand interactions. Through a combination of theoretical exploration and empirical analysis, the researchers demonstrate how synesthetic design can significantly enhance brand memorability, differentiation and emotional resonance. It further explores how the experience of empathy influences consumer behavior and brand loyalty through underlying psychological mechanisms. The results emphasize the potential of synesthetic design in building deeper and more intuitive connections between consumers and brands. The application of synesthetic imagery interoperability to product styling design can elevate users' sensory experience to emotional experience through the use of synesthesia, which provides a new path for product styling design application research.

Fashion Design Innovation on Market Share in Luxury Brands in South Africa

Purpose: The aim of the study was to analyze the fashion design innovation on market share in luxury brands in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Fashion design innovation plays a crucial role in enhancing the market share of luxury brands in South Africa by driving consumer interest and brand differentiation. Innovative fashion design enables luxury brands to create unique, trend-setting collections that capture the attention of high-end consumers, thereby increasing their market presence. By adopting cutting-edge materials, incorporating cultural elements, and utilizing advanced design techniques, these brands can effectively position themselves as leaders in the luxury segment. Unique Contribution to Theory, Practice and Policy: Resource-based view (RBV) theory, disruptive innovation theory & diffusion of innovations theory may be used to anchor future studies on fashion design innovation on market share in luxury brands in South Africa. In practice, adopting sustainable design practices such as using eco-friendly materials and transparent manufacturing processes can significantly boost a luxury brand’s market share. From a policy perspective, governments and industry bodies should promote sustainability in fashion through regulatory frameworks and incentives. Policies could include subsidies for sustainable materials, certifications for eco-friendly products, and regulations encouraging transparent production processes.

Sustaining SMEs through Indigenous Knowledge Systems: Exploring opportunities and challenges

Background: Small and medium-sized enterprises (SMEs) play a crucial role in driving economic growth and development, necessitating innovative strategies to enhance their sustainability and resilience in an ever-evolving business landscape. The evolving business landscape requires innovative strategies for SMEs’ sustainability and resilience. Recognising this imperative, the strategic incorporation of Tshivenda Indigenous Knowledge Systems (IKS) within SMEs emerges as a compelling avenue for exploration.Aim: This study aims to provide insights into the challenges and opportunities faced by SMEs concerning the adoption of Tshivenda IKS to foster business sustainability.Setting: The study focused on Tshivenda IKS as practised by SME owners who are Tshivenda speakers, located in Musina, Limpopo, South Africa, and in Beitbridge, Matabeleland South, Zimbabwe.Methods: The study used qualitative research with a grounded theory design, interviewing 12 participants selected through theoretical sampling. Thematic coding was applied for data analysis.Results: The study identifies greater collaboration, access to markets, brand differentiation and competitive advantage as opportunities, whereas cultural differences, a lack of strategic planning, and shortages in sustainable supply chains were identified as key challenges to SMEs incorporating Tshivenda IKS in their business operations.Conclusion: The study sheds light on the challenges, opportunities and managerial implications associated with integrating Tshivenda IKS into SMEs for sustainability purposes. Leveraging Tshivenda IKS offers substantial opportunities for sustainable business practices and economic development in SMEs, despite the limitations.Contribution: The study enriches understanding of the opportunities and challenges experienced by SMEs when using Tshivenda IKS in fostering business sustainability.

The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension

Emerging from the need for mid-scale properties in Waikiki, the Hawaii-founded hotel brand, Outrigger was born. The Outrigger hotel company’s brand portfolio quickly grew alongside Hawaii’s tourism. As the company continued to grow, the need for brand differentiation within the company arose. Today, the company has three distinct segments in its portfolio defining its economically priced, premier, and long-stay accommodations. As the company continues to grow and strive to achieve its current mission of becoming “The Premier Beach Resort Brand in the World,” it may signal a time to reevaluate its product offerings, positioning, and branding strategy.

IMPACT OF GREEN INNOVATION (GI) PERFORMANCE ON COMPETITIVE ADVANTAGE OF FIRMS IN INDIA

Green Innovation (GI) is increasingly recognized as a critical factor in enhancing the competitive advantage of firms globally, and this trend is evident in India as well. This article explores how the performance of Green Innovation contributes to a firm’s competitive edge in the Indian context. Key drivers such as regulatory compliance, market demand, cost-reduction opportunities, and corporate social responsibility (CSR) mandates are examined. The article highlights various GI performance metrics, including resource efficiency and green product development, and discusses how these can translate into competitive advantages such as brand reputation, differentiation, cost leadership, and access to new markets. Case studies of Indian companies like Tata Motors, ITC Limited, and Mahindra & Mahindra demonstrate the real-world impact of GI on business success. Finally, the challenges that firms face in implementing Green Innovation, including high initial costs and supply chain constraints, are considered.

A Study on the Sustainable Development Strategy for Cultural Brands from the Perspective of All Media

The era of all media, as a new cognitive background connecting together everything, provides a new perspective for the operation and communication of cultural brands. Taking the connection between all media and cultural brands as the entry point, this paper discusses how to operate cultural brands in a reasonable and efficient manner. On the one hand, the task is on the construction and communication of cultural brands themselves, focusing on the cultural connotations of their brands and the integration of their marketing with multimedia resources; on the other hand, the operation strategy needs to be further improved, such as the innovation of operation concept, balance of brand layout and creation of brand differentiation advantages. In the context of the era of all-media integration, cultural brands create a more comprehensive and three-dimensional communication mode in a more diversified form. Choosing cross-media and multimedia for brand planning and operation is an inevitable choice.

A supramolecular fluorescence sensor array for the differentiation of multiple anions and prediction of iodine in artificial urine using machine learning.

The simultaneous discrimination and detection of multiple anions in an aqueous solution has been a major challenge due to their structural similarity and low charge radii. In this study, we have constructed a supramolecular fluorescence sensor array based on three host-guest complexes to distinguish five anions (F-, Cl-, Br-, I-, and ClO-) in an aqueous solution using anionic-induced fluorescence quenching combined with linear discriminant analysis. Due to the different affinities of the three host-guest complexes for each anion the anion quenching efficiency for each host-guest complex was likewise different, and the five anions were well recognized. The fluorescence sensor array not only distinguished anions at different concentrations (0.5, 10, and 50 µM) with 100% accuracy but also showed good linearity within a certain concentration range. The limit of detection (LOD) was < 0.5 µM. Our interference study showed that the developed sensor array had good anti-interference ability. The practicability of the developed sensor array was also verified by the identification and differentiation of toothpaste brands with different fluoride content and the prediction of the iodine concentration in urine combined with machine learning.

EXPLORING THE IMPACT OF VISUAL STORYTELLING THROUGH ILLUSTRATIONS IN INDIAN ADVERTISING.

Visual storytelling is an approach to communicating brand messages to their target audience in an effective manner. Human easily understands abstract concepts through storytelling shown through different types of visual elements like photographs, illustrations, etc. Several brands use illustrations in their campaigns to build a connection with their target consumer and try to depict the brand’s values, attitudes, and emotions. Illustrations sometimes help a brand build a unique identity that helps them differentiate their brand from another. This paper aims to analyze the possibilities of using illustration as a visual expression in brand storytelling to increase the effectiveness of advertising messages based on the available case studies. A descriptive methodology has been adopted to analyze the impact of using illustrations by the brand for their campaign to increase effectiveness and recognition. After a thorough analysis, it has been found that using illustration for storytelling can have a positive impact on consumers and can increase brand differentiation with their rival brands.

Cultivating Resilience: Multiple Case Study of School Heads’ Leadership in Integrated Senior High Schools

School leaders must be resilient in order to navigate the always shifting challenges in the field of education. This study employed a qualitative multiple case study, having three (3) distinct cases aimed to explore the perspectives of the school heads on resilient leadership in integrated senior high schools of Division of Davao de Oro. There were three (3) participants and six (6) informants underwent in-depth interviews. Participants were chosen through a purposive sampling technique. Each data was analyzed through thematic analysis and cross-case analysis. Case 1’s unique characteristics were resource management and optimization, hierarchical communication and strategic delegation, and crisis management and contingency planning. Participant experiences were complex stakeholder management, innovative problem-solving, and resilience amidst bureaucratic challenges. In times of challenges, the coping mechanism was structured decision-making processes delegation and team empowerment professional support networks. The policy recommendations were promotion of interpersonal communication skills, development of community engagement strategies, and investment in staff well-being programs. Further, Case 3’s unique characteristics were the following: strategic financial management and sustainability, stakeholder engagement and partnerships, brand differentiation and market positioning. The experiences were cultivating philanthropic relationships, navigating parental expectations, and ensuring financial sustainability. The coping mechanisms were strategic partnerships and fundraising initiatives, ethical leadership and values integration, and self-care and well-being practices while the policy recommendations were introduction of ethics and values integration policies, creation of leadership succession plans, and investment in infrastructure and technology. Moreover, cross-case analysis shows each case about distinct characteristics and commonalities such as strategic vision and planning, effective communication and collaboration, and resource management and optimization. Each case has distinct experiences, the common themes were resourcefulness and creativity, and community engagement and collaboration. Their coping mechanisms were effective leadership practices and ethical leadership and well-being. Their policy recommendations were leadership development policies and data-informed policies. This suggests that resilient leadership was crucial for school heads in managing and leading integrated senior high schools, despite the challenges and circumstances they faced in their workplace. Both teachers and learners benefit from the leadership styles promoted by the school heads.

How Brand Differentiation Influences Product Pricing Strategy Choices

In the context of increasingly fierce market competition, brand differentiation has become a key factor for companies seeking breakthroughs. Given the diversification of consumer demands and the growing issue of product homogeneity, brand differentiation is particularly crucial. It not only enables a company to stand out among competitors but also profoundly influences product pricing strategies. Brand differentiation involves more than just image shaping; it requires developing measures that align with a company's actual situation to enhance competitiveness. By creating a unique brand image, offering personalized product features, and delivering exceptional service experiences, companies can cultivate strong consumer identification and loyalty. Therefore, brand differentiation can help companies maintain a competitive position in intense industry competition. If competitors adopt a pricing cut strategy, companies with differentiated brands can maintain or increase price levels by offering value-added services or strengthening their brand image, avoiding price wars. Consequently, when formulating market strategies, companies should emphasize the construction and utilization of brand differentiation to achieve better market performance and economic benefits.

Exploring the Feasibility of AI‐Generated Logo Concepts

AI‐powered platforms such as ChatGPT, boast capabilities to generate content across various domains, raising the question of whether they can extend their proficiency to logo concept design.The potential for automated logo concept generation has garnered significant attention in the digital era where brand recognition and differentiation are paramount for competitive advantage.

Analysis of Sports Brand Positioning Based on Consumer Perceptions

The sports industry's expansion and growing focus on physical activities and healthy lifestyles have made sports brands important in satisfying consumer demands. Comprehending the positioning of sports brands in the Indonesian market is vital for formulating efficient marketing tactics and achieving a competitive advantage. This study examines various aspects of sports brand positioning, such as brand differentiation, market segmentation, brand objectives, and communication strategies. This study offers insights into the effective positioning strategies and best practices of leading sports brands in Indonesia. In the Indonesian market, comprehending the positioning strategies of sports brands is essential for gaining a competitive advantage. This study examines how selected variables enable brands to differentiate themselves and adapt to changing demands and preferences of Indonesian consumers. Consumer data is gathered via surveys and interviews. This study analyzes the brand positioning strategies of Nike, Adidas, Puma, NB, and Skechers, in relation to specific measurement variables. This study illuminates the positioning strategies utilized by selected sports brands in Indonesia. The study emphasizes the importance of various factors, including price, material quality, durability, style, brand reputation, customization options, and sustainability initiatives, in shaping consumers' perception and brand preference. This research offers valuable insights for sports marketing practitioners, brand managers, and strategic decision-makers regarding the significance of sports brand positioning and its role in achieving competitive advantages. This study adds to the current knowledge base and provides practical implications for creating effective marketing strategies in the Indonesian sports market by identifying successful positioning strategies used by these brands. Keywords: Consumer Perceptions, Sports Brand Positioning.

Corporate Social Responsibility Practices of Global Automakers in Asia: Application of Carroll Model with Multi-Case Study Method

In spite of acknowledging the importance of sustainable and socially responsible practices; researchers have not been able to unanimously identify the priority areas of CSR for the automotive sector. This research was designed to understand the CSR activities of the global automakers in the Asian countries by applying the Carroll model wherein researchers wished to analyse the CSR programs of the global automakers, identify the priority CSR areas and assess the effect of CSR strategies on business performance of global automakers. Case study method was used in the existing study. This study utilised multiple case study research strategy whereby two automobile companies were studied in depth namely, Toyota and Volkswagen. The data for the study was secured from different- structured data sources like company reports, sustainability data records and media coverage. Data was analysed using content analysis. The study concluded that both companies are widely engaged in CSR initiatives that covered ethical, philanthropic, legal, and economic responsibilities. Toyota focused on their production process and policies that was employee centric, Volkswagen worked on industry modernization as well in their ethical practices. The philanthropic initiatives at both places worked towards education/training, employment generation, collaborations/partnerships, environmental and social welfare. Volkswagen also focused on sports and, art and cultural aspects in their humanitarian responsibilities. Both the peers were on the same page regarding economic practices where the cutting costs and improving efficiency was in focus. Both Toyota and Volkswagen gave more priority to the philanthropic and ethical aspect than the economic aspect. Both the companies experienced similar outcomes from these CSR initiatives like positive financial measures, quality metrics, brand identity improvement and differentiation, worker and consumer satisfaction, risk management and aversion, improved partnership opportunities.

Thin‐layer mathematical modeling for drying of turmeric slices in infrared dryer

AbstractDrying is an important unit operation in the turmeric processing chain. This research investigates the kinetics of drying turmeric slices using infrared dryer. The drying was performed at temperatures of 50, 60, and 70°C for slice thickness of 2, 4, and 6 mm. The drying temperature 70°C and slice thickness of 2 mm showed the highest drying rate. The highest curcumin and oleoresin yield with color retention was observed at the drying temperature of 60°C at 2‐mm slice thickness. Thirteen thin‐layer drying models were employed to evaluate the experimental drying kinetics of turmeric slices. The model Verma et al. showed the best fit with an R2 value of 0.99 with the least RMSE and chi‐squared values as 0.0193 and 3.73E−04, respectively. The activation energy for the turmeric slices of thickness 2, 4, and 6 mm ranged between 37.31 and 52.95, 48.78 and 57.51, and 46.79 and 57.37 kJ/mol for 50, 60, and 70°C, respectively.Practical applicationsThis research offers significant potential for improving the efficiency and quality of turmeric drying in industrial settings. The infrared drying enables accelerated drying of turmeric. The optimized infrared drying conditions (60°C and 2‐mm slice thickness) can significantly reduce drying time compared to conventional methods. This translates to increased throughput and minimized postharvest losses, especially in large‐scale turmeric processing facilities. The preservation of curcumin, oleoresin, and color at the optimized conditions ensures the production of high‐value turmeric products with superior nutritional and sensory attributes. This can lead to increased consumer appeal, brand differentiation, and potentially higher market prices for turmeric‐based foods, supplements, and nutraceuticals. The infrared drying technology can be prescribed to the industries over the existing industrial drying techniques. The cost‐effectiveness of the method, coupled with its potential for quality improvements and reduced drying time, makes it a viable option for turmeric processors seeking to enhance their operations.

PLANNING AND DEVELOPMENT OF FRIED MEATBALL CHIPS PACKAGING PRODUCTS AT IRT AMNPQ WITH CONSUMERS' VOICES IN MIND

The fried meatball chips industry has experienced significant growth in recent years, driven by consumer demand for convenient and tasty snack options. Packaging for these products often lacks innovation, leading to issues such as poor product protection, limited shelf life, and lack of brand differentiation. This study aims to develop an improved packaging solution for fried meatball chips that addresses these challenges while taking into account sustainability and consumer preferences. The study used a mixed methods approach, combining quantitative and qualitative techniques. Initially, a comprehensive market analysis was conducted to understand consumer behavior, packaging trends, and industry best practices. The final packaging solution was tested for its effectiveness in terms of product protection, shelf life extension, and consumer appeal through various laboratory and field tests. In addition, a life cycle assessment (LCA) was conducted to evaluate the environmental impact of the proposed packaging solution and identify opportunities for further improvement. The findings of this study contribute to the existing body of knowledge in the field of packaging design and development, specifically for the fried meatball chips industry. The proposed packaging solution offers improved product protection, shelf life extension, increased brand recognition, and improved sustainability, ultimately benefiting both producers and consumers.