Effective Brand Research Articles

Relative effect of warning labels on food choice: Case study with four product categories after the implementation of the Brazilian regulation

Warning labels have been implemented in different countries around the globe, including Brazil, to encourage healthier food choices. The aims of the present study were to evaluate the relative effect of different warning labels, brands and nutrition marketing claims on the food choice after the implementation of the Brazilian front-of package nutrition labelling regulation. Packages of four categories were designed considering the following factors: brand (familiar vs. unfamiliar), nutritional warning (present or absent), textual nutrition marketing claims (present or absent) and visual nutritional marketing claims (present or absent). A total of 850 Brazilian adults were recruited by a marketing agency. Participants were randomly allocated to one of two experimental conditions: black magnifier (n = 403) and black octagon (n = 447). They completed a choice task involving two out of four product categories: chocolate flavored milk, cookies, granola, and iced tea. The packaging was designed considering four factors: The presence of warning labels encouraged product choice in three of the four categories. However, brand and textual nutrition marketing claims had a larger effect. These results suggest the need to introduce comprehensive packaging regulations to reduce the prevalence of nutrition marketing claims on unhealthy products, as well as communication campaigns to raise awareness of the benefits of taking into account warning labels when making food purchases

What I Like! The Joint Impact of Attitude, Perceived Quality, and Experience on Brand Loyalty: Semi-Parametric Additive Mixed Modeling

Abstract Several psychological brand performance indicators that predict a brand’s intermediate market share have been identified. So far, rating studies have exclusively investigated brand effects in terms of linear relationships, and their specific and possibly nonlinear interactions have yet to be examined in comparison. Hence, we investigated the relative importance of three well-established psychological performance indicators, attitude toward the brand, perceived quality, and brand experience, in predicting brand loyalty. A sample of 1,077 participants completed an online survey and rated subsets of 105 international brands from various product and service industries. Relations between attitude, perceived quality, and experience in predicting loyalty toward a brand were analyzed using semi-parametric additive mixed regression models. We replicated that all three predictors significantly impacted brand loyalty and revealed a pronounced nonlinear relationship between attitude and loyalty. The inclusion of nonlinear interactions between predictors improved model fit. In particular, the nonlinear interaction between perceived quality and attitude substantially impacted brand loyalty. In addition, these effects differ by type of industry, specifically fast-moving consumer goods, automotive, fashion, electronics, and finance/insurance. These findings draw attention to nonlinear patterns between specific psychological features of brands. Future research should address nonlinear effects and the specific interactions of other essential predictors of brand equity.

Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products.

This study examines how Green Brand Positioning, Brand Attitude, and Brand Knowledge impact Green Purchase Intention. The independent variables include positioning, attitude, and green brand knowledge, while green purchase intention is the dependent variable, with green brand knowledge acting as a moderator. The research focuses on The Body Shop beauty brand and includes 236 participants. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 21. The results show that green brand positioning positively and significantly influences green purchase intention, as do green brand attitude and knowledge. However, there is no significant difference in the effect of green brand positioning on purchase intention when considering different levels of green brand knowledge.

Production line location strategy for foreign manufacturer when selling in a market lag behind in manufacturing

It is a prevalent practice for foreign manufacturers to market their products in regions with lower manufacturing capabilities. However, the manufacturer’s choice of production line location strategy is significantly influenced by tariffs and negative brand effects caused by localized production. In this paper, we build a game-theoretical model considering a supply chain composed of a foreign manufacturer and a local retailer. The foreign manufacturer initially produces both high-end and low-end products at the oversea (with higher manufacturing capabilities), selling them in the local market through a local retailer. We explore various production line location strategies for the foreign manufacturer, including both location at the oversea, both location at the local market (with lower manufacturing capabilities), and separate location, and analyze the impacts of tariffs and negative brand effects. By comparing equilibrium results in different strategies, we discover that as tariffs rise, both location at the oversea may be the best choice for the foreign manufacturer instead of separate location strategy, which challenges the prevalent practice where many foreign manufacturers opt to produce high-end products overseas to uphold brand influence while localizing low-end products to minimize tariff costs. Overall, there is no singularly dominant production line location strategy for the foreign manufacturer, and each strategy holds the potential to yield the highest overall supply chain profit. In addition, as tariffs rise, customer surplus will increase under separate location, and only the separate location strategy or both location at the local market strategy is likely to yield the highest consumer surplus.

Factors Contributing to the Success of iPhone in the Chinese Market and Competitive Strategies

As one of the largest smartphone markets in the world, China’s huge market demand makes it an important player. Since entering the Chinese market, the iPhone has won a wide user base with its high-end brand image and innovative technology. The study focuses on analyzing the factors that have contributed to Apple’s success in the Chinese market, including brand building, product innovation, marketing strategies, and user experience. It also explores how Apple’s competitive strategies have helped it stand out in a fiercely competitive market environment. The study employs a combination of quantitative and qualitative research methods. By analyzing market data, conducting consumer surveys, and conducting market research, the study evaluates Apple’s performance and consumer preferences in the Chinese market, and explores Apple’s competitive strategies and market positioning. We found that Apple’s success in the Chinese market is mainly due to its strong brand effect, continuous technological innovation, precise market positioning, and effective marketing strategies. Apple has won the recognition of Chinese consumers with its high-quality products and excellent user experience. At the same time, it has successfully addressed competition pressure through differentiated competition strategies and the establishment of a unique ecosystem.

Relationship between employer branding and employee performance: Mediating and moderating effects of supportive work environment and compensation and benefits

Employer branding is a complex idea that is important in many different industries. It represents a company's ability to attract, engage and retain talent as well as its status as an employer. A strong employer brand transcends industry boundaries to impact the success and sustainability of businesses in today's competitive job market. The authors examined the effect of employer branding on employee performance by mediating and moderating roles of a supportive work environment and compensation and benefits respectively. The authors followed the quantitative methodology with a set of strategies and hypotheses and gathered numerical data. The data were gathered by surveying employees working in information technology sector companies in the city of Bangalore. The data analysis includes descriptive statistics, factor analysis and structural equation modeling analysis using SPSS and IBM AMOS version 28. The Cronbach’s alpha values of the reliability statistics ranged from 0.920 to 0.930 indicating the questionnaire’s internal consistency and reliability. The model fit indices CMIN/DF 1.389, CFI 0.966, GFI 0.952, TLI 0.961, IFI 0.966, NFI 0.904, SRMR 0.060, RMSEA 0.051 and PClose 0.448 indicate an excellent fit of the model. The constructs of compensation and benefits and a supportive work environment partially mediate employee performance through employer branding. The moderator’s supportive work environment strengthens the positive relationship between employee branding and employee performance. Strong employer branding is important for attracting top talent and improving employee performance in various industries but it is especially important in the IT sector.

Research on Brand Communication Methods of Public Cultural Institutions

This article explores the branding communication methods of public cultural institutions, analyzing the roles and impacts of traditional media, new media communication, event promotion, collaborative communication, and word-of-mouth marketing. Through case studies, the article illustrates how to enhance the social influence and cultural outreach of public cultural institutions. For small to medium-sized public cultural institutions, the article proposes communication strategies based on brand positioning, resource integration, and cross-industry collaboration, aiming to provide a theoretical foundation and practical guidance for improving brand communication effectiveness.

Does regional branding promote or inhibit dual innovation? An empirical study based on 298 agriculture-related enterprises in China

ABSTRACT This paper explores the impact of regional branding on the dual innovation of agriculture-related enterprises (AREs). Based on data from 298 Chinese AREs, the study constructs a mediated moderation model. The results indicate that, first, the regional branding of AREs enhances their political legitimacy and market legitimacy, which in turn promote their exploratory and exploitative innovation. Second, government support positively moderates the effect of regional branding on AREs’ exploitative innovation. Third, government support increases the impact of regional branding on the exploratory innovation of AREs with a low industry status relative to AREs with a high industry status. This paper expands the application of institutional theory and provides suggestions on corporate decision-making on regional branding and dual innovation.

Research on the Impact of Social Media on Brand Cognition and Consumer Behavior

In today's rapidly developing internet age, everyone's life is inseparable from the presence of the internet. Nowadays, social media exists as a new form of entertainment in people's lives. Through mobile phones or computers, consumers can easily obtain brand information and evaluations of new products from various self-media, forming new perceptions. This article will use a comprehensive approach to study how media attract people and change their perceptions. The final research reveals that some major manufacturers attract fan groups by releasing videos related to current hot topics, adapting to internet trends, and actively interacting with fans to build close relationships and customer loyalty. Additionally, sponsoring leagues and collaborating with internet celebrities are also important methods they use to enhance their brand image and establish their fan base. The study on the impact of social media on brand perception and consumer behavior shows that social media plays a significant role in shaping consumer perceptions of brands and influencing consumer behavior. Social media is also highly flexible, allowing for targeted reporting and introductions of specific products to achieve desired branding effects. The research also reveals how some media combine new factors to expand their fan base, providing directions for future academic research.

What’s a news media brand worth? Investigating the effect of cognitive brand representations on recipients’ quality assessment of news articles

News recipients evaluate the quality of journalistic news articles based on the article’s journalistic quality and its media brand. We argue that differentiating a news media’s brand identity from recipients’ cognitive associations with the brand offers a valuable perspective to understand quality evaluations in a more detailed way. We, therefore, specify the effect of media brands on the quality evaluation by including consumer-based brand equity (CBBE) as a mediator and investigate this mediation effect for five quality dimensions and a global quality measure. Based on a two (high vs low quality) x three (quality brand vs tabloid brand vs control group) between-subject experiment with 469 German respondents, we conducted structural equation modeling to investigate the direct effects of media brands on recipients’ quality assessment of news articles and the mediating effect via CBBE. We found mediation effects of the media brand via CBBE on all quality dimensions and the global measure. In addition, two direct media brand effects with opposite effect directions than expected could be identified. All results are discussed concerning further theory development and practical implications.

The effectiveness of personal branding in forming a company image

The topic of personal branding and its impact on corporate image is of particular relevance. The research aims to explore the relationship between personal brand and company brand perception. The main goal of the work is to analyze how the level of trust, effectiveness and creative freedom of a personal brand affect the corporate image. The research is based on three key hypotheses: the higher the level of trust in the personal brand persona, the higher the perception of the company brand; the higher the effectiveness of the personal brand, the higher the perception of the company brand; the more creative freedom the personal brand persona has, the higher the image of the company brand. The analysis was conducted in Smart Pls software based on quantitative data obtained from the survey. The scientific significance of the work lies in the expansion of knowledge about the mechanisms of corporate image formation through personal branding. The practical significance of the research is expressed in the development of recommendations for companies on the effective use of personal branding to improve corporate image. The findings support the hypotheses by showing that trust in personal branding, its effectiveness and creative freedom have a positive impact on the perception of the company brand. The contribution of this study to the field of marketing and branding is to provide a new perspective on the use of personal branding as a strategic tool to enhance corporate image and market competitiveness. The practical significance of the results enables companies to develop more effective personal branding strategies, thereby improving their overall image and customer loyalty.

STUDY ON THE INFLUENCE OF CUSTOMER PERCEIVED VALUE ON REPEATED PURCHASE BEHAVIOR OF KNOWLEDGE PAYMENT IN ONLINE SHOPPING ENVIRONMENT: AN EMPIRICAL ANALYSIS BASED ON ONLINE EDUCATION PLATFORM

Nowadays, with the rapid development of information technology, numerous platforms and groups have entered the field of knowledge payment, thereby initiating a new trend. Despite the recognition of some users, there is still a low purchase or repeat purchase behavior, and many companies face a low fan conversion rate and a scarcity of loyal fans. Therefore, this paper aims to explore the impact of perceived value on consumers' repeated purchase behavior of knowledge so as to propose constructive suggestions for the development of the knowledge payment industry. We introduce customer recognition and brand effect as mediating and moderating variables in this study, and construct an analytical model for knowledge-based repeat purchase behavior on an online education platform. We find that each dimension of perceived value completely mediates the influence on the mediating variable "sense of identity", with the exception of the educational function value, which only partially mediates the influence. Enhancing the brand effect strengthens the relationship between each dimension and consumers' repeated purchase intention, thereby verifying the existence of the moderating effect. However, the social value dimension's influence did not significantly change, making it impossible to verify its moderating effect.

The Effect of Work-Life Balance, Product Branding, and Use of Fintech Technology on Operational Efficiency of Start-ups in Yogyakarta

This study examines the effects of work-life balance, product branding, and fintech technology on the operational efficiency of start-up companies in Yogyakarta. A quantitative approach was employed, with data collected from 80 respondents using a structured questionnaire and analyzed with SPSS version 26. The results indicate that all three variables have significant positive effects on operational efficiency. Product branding had the strongest impact, followed by fintech technology and work-life balance. The findings suggest that start-up managers can enhance operational performance by prioritizing employee well-being, investing in effective branding strategies, and adopting fintech solutions. These insights contribute to the understanding of key drivers of operational efficiency in the start-up ecosystem and offer practical implications for improving start-up sustainability.

Marketing Strategies of Cultural Tourism Industry under Media Convergence Background

The advent of the era of media convergence has broken down the barriers between traditional and emerging media, bringing profound changes to the marketing models of the cultural tourism industry. This paper explores the impact of media convergence on the development of the cultural tourism industry by analyzing its concepts and characteristics. It further delves into the application of diversified media channel integration, digital, and interactive marketing strategies. By building an integrated media matrix and fostering cross-industry collaborations, cultural tourism can maximize brand communication effectiveness, enhancing consumer engagement and loyalty. This study also examines typical domestic and international cases to summarize the successful experiences and practical paths of cultural tourism marketing strategies in the context of media convergence. The research suggests that the cultural tourism industry should continue to focus on media convergence trends, innovating marketing strategies to enhance market competitiveness and achieve a win-win situation for both cultural and economic benefits.

Subordinated service environments: how branding can create unintentional service exclusion

Purpose This study aims to explore unintended effects of branding in a healthcare environment. Children’s hospitals often treat both women and children. The current research examines the implications of sub-branding women’s services and its potential impact on how patients and providers perceive these services. Design/methodology/approach A multi-actor qualitative method is used, incorporating in-depth interviews, focus groups and observations. This approach allowed for a comprehensive understanding of how hospital administrators, physicians, staff and patients perceive service exclusion when women’s services are located within a children’s hospital. Findings The findings suggest that sub-branding can have negative effects on both patients and providers. The data show that this can lead to service exclusion due to perceptions of confusion and a lack of belonging. As a result, sub-branding women’s services in a children’s hospital may unintentionally create a subordinated service environment for adult patients and their providers, which has important implications for policy and other service settings. Originality/value The authors introduce the concept of a subordinated service environment and explore how patients and providers perceive sub-branded women’s services in children’s hospitals. The study contributes to service theory by showing how and why branding efforts can unintentionally lead to service exclusion.

Research on the Brand Spillover Effect and Regional Differences of Geographical Indication Agricultural Products in Shanxi, Shaanxi, and Henan Regions of China under the Background of Rural Revitalization

[Purpose]This study aims to evaluate the role of the brand strategy for geographical indication(GI) agricultural products in rural revitalization, particularly through an empirical analysis of the brand spillover effects of GI agricultural products in Shanxi, Shaanxi, and Henan provinces, thereby providing a scientific basis for agricultural high-quality development and rural revitalization strategy formulation. [Methodology]A quantitative analysis approach was employed, involving the collection and analysis of market data on GI agricultural products from the three provinces. This analysis assessed their market performance, brand effects, and their impact on agricultural economics and farmers' incomes. Furthermore, the specific role of regional disparities in shaping the brand spillover effects was explored. [Results]The study found that the overall performance of the GI agricultural product markets in the three provinces was positive, with notable brand spillover effects that significantly contributed to the promotion of agricultural economics. However, regional variations in brand development emerged, with cities like Xi'an, Datong, and Zhengzhou exhibiting particularly prominent brand effects, whereas other cities demonstrated less evident brand impacts, indicating a regionalized trend. [Conclusion] The study concludes that the brand spillover effects of GI agricultural products are positively correlated with rural revitalization development, serving as a crucial factor in enhancing agricultural competitiveness and promoting farmers' income. It is recommended that, in light of regional disparities, differentiated brand development strategies be adopted, accompanied by strengthened regional cooperation, to fully leverage the brand advantages of GI agricultural products and facilitate the in-depth implementation of rural revitalization strategies.

Measuring the brand and category effects of marketing activities on customers

Brands play an important role in shaping the impact of a company’s marketing activities on its customers. The key concept of customer-based brand equity in brand research suggests that the effects of different brands differ, even for identical marketing activities. However, empirical analyses that have confirmed the differences in marketing effectiveness across brands are scarce and even fewer studies have compared the effectiveness of multiple marketing activities simultaneously. As a comparison of marketing effectiveness relative to competing brands is important for brand management, this paper presents a method for measuring the differences in marketing effectiveness across brands. The paper employs a hierarchical Bayesian model to compare the effects of pricing and promotional strategies across six makeup cosmetics brands on customers’ responses in Japan. The results reveal that: (a) there are differences in marketing effectiveness between brands for both pricing and promotional strategies, (b) the extent of marketing effectiveness differs between brands for each marketing activity and (c) the effects of pricing and promotional strategies on customers’ responses differ between brands. These results indicate that the hierarchical Bayesian model-based measure for assessing marketing effectiveness proposed in this paper is effective for comparing brands, which highlights the need for different brands to adopt distinct marketing strategies. As the dominant strategy varies by brand, marketers should consider this aspect carefully. Future studies should examine whether purchase intention is directly linked to actual purchases as well as consider alternative independent variables (eg comparisons between promotional strategies) and dependent variables (eg willingness to pay and brand choice).

Employer Branding Effect on Intention to Leave and Turnover Intention: Literature Review

Employer Branding Effect on Intention to Leave and Turnover Intention: Literature Review

Analisa Shock Absorber Sepeda Motor dengan Alat Uji Mekanis

The use of motorcycles on unstable roads, such as off-road and potholes, demands the importance of a reliable suspension system for riding comfort and safety. Conventional testing of s is often ineffective in accuracy and data recording, so this research proposes the use of an automatic measuring instrument to improve test efficiency and accuracy, allowing users to evaluate deflection in real-time and determine the optimal comfort level. The purpose of this research is to determine the effect of load and brand of motorcycle on deflection value and deflection time. The research method used in this study is the experimental method, which involves a series of trials to collect empirical data related to the characteristics of the . This study uses independent variables in the form of load weight (60 kg, 80 kg, 100 kg) and brand (Aspira, Showa, Kayaba). The measured dependent variables include deflection (mm) and deflection time (s) to evaluate the performance. The results showed that load and brand had a significant effect on deflection and deflection time. Increasing load caused deflection to increase, with Aspira showing deflection of 40-42 mm at 60 kg load and 36-38 mm at 100 kg load. Kayaba had a shorter deflection time of 178.45–180.95 seconds at 100 kg load, compared to Showa's 245.45-275.75 seconds. This shows that Kayaba is more responsive in managing loads, with lower deflection and shorter deflection times than other brands, making it a more effective choice for dealing with varied road conditions.

Research on the influence of the digital economy on the development of China’s small household appliance industry and enhancement countermeasures

Purpose The implementation of the digital economy has had a considerable influence on the manufacturing industry, and this paper aims to address the important issues of how to capture the opportunities presented by digital innovation and promote the transformation and upgrading of the manufacturing industry, as well as the improvement of quality and efficiency. Design/methodology/approach Using panel data from 30 Chinese provinces and cities between 2010 and 2021, this study establishes the panel vector autoregression (PVAR) model and uses impulse response function analysis to evaluate the influence of the digital economy on the high-quality transformation and upgrading of China's small home appliance industry across five dimensions under the digital economy. Findings The development of digital infrastructure has not demonstrated a noteworthy capacity for advancing the transformation and upgrading of the small home appliance industry. Furthermore, digital industrialization has exerted a minimal restraining influence on this process. Nevertheless, digital governance has consistently exhibited a substantial impact on facilitating the transformation and upgrading of the small home appliance industry. While both industrial digitization and digital innovation hold significant potential for promoting the transformation and upgrading of the small home appliance industry, their sustainability remains limited. Practical implications The organization should logically join independent innovation and open innovation, construct an industrial ecosystem for the profound convergence of the digital economy and compact household appliances, use digital-wise science and technology to empower the establishment of brand effects, strengthen the portrayal of the digital standard framework for the intelligent compact household appliance industry, advance the development of a public stage for computerized administrations in the compact household appliance industry and develop a strategy ecosystem for computerized assets in the compact household appliance industry. Originality/value This study offers systematic evidence of the relationship between the digital economy and the development of the small home appliance industry. The results of this research contribute to the literature on the impact of the digital economy on the manufacturing sector and provide a logical explanation for the transformation and upgrading of the small home appliance industry within the context of the digital economy.