Enhance Brand Image Research Articles

The Role of Influencers and Digital Marketing in Boosting Sales for Culinary MSMEs in Solo

This study aims to explore the impact of influencers on promoting MSMEs in Solo City, the effectiveness of influencer and digital marketing strategies in supporting MSMEs, and the benefits derived from influencer collaborations. Qualitative research employing a case study approach is utilized, with data validity ensured through source triangulation. Data analysis follows Miles and Huberman's methodology, encompassing four stages: data collection, data reduction, data presentation, and conclusion. The study focuses on MSMEs in Solo City employing influencer marketing strategies, with participants including both influencers and MSME owners. Findings reveal that influencers play a crucial role in introducing MSME products, enhancing brand image and awareness, and significantly boosting sales by up to 2 to 3 times. Moreover, digital marketing, particularly leveraging Instagram as a promotional platform, is highlighted as an effective tool for reaching a wider audience and driving sales growth for Solo's culinary MSMEs.

Identification and empowerment of capabilities and potentials in urban tourism with an approach to enhancing brand image and personality: A case study of Tabriz City

<p>This research focuses on identifying and enhancing the capabilities and potentials of urban tourism with the aim of improving the brand image and personality in Tabriz City. The research methodology, given its practical nature, is based on the analytical-survey method. The statistical population includes all city managers and experts in the tourism sector of Tabriz City. The data were analyzed using SPSS software, and the ANP and TOPSIS Fuzzy decision-making models were employed for prioritizing criteria. The results indicate that Tabriz City possesses exceptional tourism power, capacity, and potential. The examination of urban tourism capabilities and potentials in Tabriz demonstrates that its tourism capacity is particularly pronounced in the social, cultural, traditional, historical, and architectural domains. The social and cultural identity index of the city (celebrities, music) with a normalized weight of 0.0277, the presence of historical entities in the city with a normalized weight of 0.0274, the old context with traditional architecture (houses, mosques, etc.) with a normalized weight of 0.0272, great variety in souvenirs and food products with a normalized weight of 0.0271, creating a sense of belonging to a neighborhood among residents with a normalized weight of 0.0270, and special customs in the city (food styles, etc.) with a normalized weight of 0.0270 are among the most important indicators. Therefore, city managers and officials in the tourism sector of Tabriz should pay special attention to the social and cultural capacities and historical and architectural components to introduce Tabriz as a cultural and historical city at both the national and international levels. The tourism planning for Tabriz should be based on the city's cultural, architectural, and historical attractions.<strong></strong></p>

Examining the Impact of Green Innovation Management on the Brand Image of Contemporary Fashion Industries

This study investigates the impact of green innovation on contemporary fashion brands' brand image. It contends that integrating sustainability into innovation can yield positive outcomes beyond financial gains. The research employs quantitative methods, utilizing surveys to gather data from Zara customers. The findings highlight a positive correlation between consumer purchasing frequency and their willingness to pay for green products. By carrying out cross analysis, an ascending pattern was found between these two items. This pattern indicates a growing demand for sustainable options. The study emphasizes that addressing consumers' environmentally friendly needs can enhance brand image, especially once fundamental and competitive attributes are met. The study also finds the positive relationship between education and income level, and willingness to pay for green products. This research underscores the importance of integrating sustainable practices into innovation strategies, as a means to ensure brand resilience, consumer perception, and long-term success in an environmentally conscious era.

Faktor yang Memengaruhi Purchase Intention melalui Brand Image pada Skincare Lokal di Kota Batam

Background – During the COVID-19 epidemic, increased consumer interest in skincare is generating commercial potential for local skincare products in Batam City. Attractive and trustworthy brand ambassadors play an important role in influencing consumers' purchase intentions for products by enhancing brand image and increasing awareness of product quality, which will ultimately motivate purchases. Aim – The purpose of this study is to analyze the relationship between various factors (attractiveness, expertise, trustworthiness of brand ambassadors, E-WOM, and social media marketing) on purchase intention of local skincare products in Batam City. Design / methodology / approach – The purposive sampling method was used to collect data from 386 individuals who have used local skincare products in Batam City. The questionnaire was distributed using Google Form in April 2023. Findings – The results of the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis show a positive and significant influence of attractiveness, expertise, trustworthiness, E-WOM, social media marketing variables on purchase intention through brand image. Conclusion - The brand image of skin care products will increase if you use a brand ambassador, where this brand ambassador has a strong influence in increasing the desire to buy skin care products. Research implication – These findings provide insight that social media marketing approaches are efficient, brand ambassadors are influential, and E-WOM is effective in improving brand image and purchase intention of local skincare customers. Limitations – The limitation of this study is that the brand image variable can only be explained by 46.5% by variables such as attractiveness, knowledge, trustworthiness, E-WOM, and social media marketing. Other variables not studied, such as respect and similarity, can explain the remaining 53.5%. Similarly, the purchase intention variable can only be explained by 39.6% by the factors considered, with the remaining 60.4% possibly influenced by other variables such as sales promotion and product quality.

Pemberdayaan UMKM Melalui Sinergi Praktik Ramah Lingkungan dan Pemasaran Digital pada Usaha Warung Makan Mbokcentil

In an effort to improve the performance and competitiveness of Micro, Small and Medium Enterprises (MSMEs), the synergy of environmentally friendly practices with digital marketing is an important focus. The community service carried out highlights Warung Makan Mbokcentil, an MSME that is not yet accustomed to environmentally friendly practices and is less than optimal in digital marketing strategies. Through community service initiatives, efforts are being made to promote environmentally conscious practices, recommending the implementation of packaging made from cassava leaves—commonly known as cassava bags, as a more environmentally friendly way of doing business at Warung Makan Mbokcentil. At the same time, community service activities strengthen digital marketing efforts by introducing barcode scanning for complaint services. This innovation facilitates fast and efficient customer feedback, thereby driving continuous improvement in the quality of Warung Makan Mbokcentil's services. In addition, strategic use of social media across related platforms is used to expand market reach and strengthen customer engagement. This community service activity uses interview, observation and mentoring methods. The results of the service underline the positive impact of the synergy of environmentally friendly practices and digital marketing at Warung Makan Mbokcentil. This collaborative approach makes a significant contribution to increasing operational efficiency, enhancing brand image and supporting environmental sustainability. Additionally, it has proven to play an important role in expanding market share through increasing presence on social media platforms.

Influencing Smartphone Choices: The Interplay of Social Media Marketing and Brand Image on Purchase Intentions

This research study endeavors to shed light on intricate dynamics between Social Media Marketing, Brand Image, and Purchase Intention within unique socio-cultural landscape of Saudi Arabia. The primary aim of this investigation is to explore and analyze how social media marketing strategies deployed by businesses operating in Saudi Arabia impact brand image and, in turn, influence consumers' purchase intentions. While extensive research has explored these relationships in various global settings, a significant research gap exists regarding their specific manifestation in the Saudi Arabian context. In order to address this gap, we conducted a quantitative study employing PLS-SEM Smart PLS software as our data processing tool. We focused on Millennial Smartphone Consumers in Saudi Arabia, a crucial demographic known for its active engagement on social media platforms. Data were collected through online questionnaires distributed to 234 Millennial Smartphone Consumers in Saudi Arabia. The research design addresses several key objectives: first, the exploration of direct relationship between SMM and BRI; second, the examination of the relationship between SMM and PIN; third, the analysis of the relationship between BRI and PIN; and fourth, the assessment of the relationship between SMM and PRI, with BRI serving as a mediator. However, it is vital to recognize certain limitations in our research. This study's focus on a specific demographic, namely Millennial Smartphone Consumers, may not fully represent the broader consumer population. The implications of our findings are significant for businesses operating in Saudi Arabia. By tailoring social media marketing strategies to resonate with local consumer base and considering influence of culture and societal norms, marketers can enhance brand image and influence purchase intentions effectively. Our study has practical implications for businesses and provides a valuable reference for future research and the development of targeted marketing strategies in this region.

Influencer Marketing Revolutionizes Culinary Businesses Globally

This study explores the impact of influencer marketing on culinary businesses, focusing on Padang Payakumbuah restaurant. Through a literature study approach, it investigates influencer marketing's role in brand promotion, exposure, and consumer response. Data collection involves academic journals and social media platforms like Instagram and TikTok. Results reveal that influencer marketing significantly enhances brand image and engagement. Padang Payakumbuah's success in influencer collaborations emphasizes the importance of aligning influencers with brand identity. Overall, this research highlights influencer marketing's crucial role in digital marketing for culinary businesses, providing insights for marketers to effectively engage consumers and strengthen brand promotion. Highlights: Enhanced Brand Image: Influencer marketing boosts brand image for culinary businesses. Aligned Brand Identity: Successful collaborations align influencers with brand identity. Effective Consumer Engagement: Insights for marketers to engage consumers in digital marketing. Keywords: Influencer Marketing, Culinary Businesses, Brand Promotion, Digital Marketing, Consumer Engagement

TELECOMMUNICATIONS ENERGY EFFICIENCY: OPTIMIZING NETWORK INFRASTRUCTURE FOR SUSTAINABILITY

The global telecommunications industry is facing significant challenges due to the rapid growth in data traffic and the growing environmental concerns associated with these networks. This paper explores strategies for optimizing network design and operation towards a greener, more sustainable future. Key challenges include the environmental impact of energy consumption, which accounts for 2-3% of global electricity consumption. The paper focuses on optimizing network design and operation, exploring energy-saving techniques and innovations, and revealing advanced network management optimizations. It also explores the transformative role of renewable energy sources like solar, wind, and geothermal power in mitigating the carbon footprint of telecommunications networks. The paper evaluates on-site renewable energy generation and power purchase agreements (PPAs) as integral components of a sustainable energy strategy. The paper highlights the potential of a holistic approach to telecommunications energy efficiency, including deploying energy-efficient hardware, using green data centers equipped with advanced power management techniques, implementing intelligent power management systems, and optimizing network traffic flow. Network management optimization involves regular evaluation and optimization of infrastructure, eliminating redundancy and underutilized equipment, and employing software-defined networking (SDN) and Network Function Virtualization (NFV). Renewable energy integration is also discussed, with on-site renewable energy generation and power purchase agreements emerging as powerful tools in reducing dependence on traditional grids and fossil fuels. The integration of AI, machine learning, and blockchain technology is also explored. By implementing these strategies, the telecommunications industry can contribute significantly to global environmental goals while securing enduring economic benefits. The implications of a sustainable telecommunications infrastructure extend beyond immediate energy savings, encompassing enhanced brand image, cost-effectiveness, and compliance with evolving regulations.
 Keywords: Telecommunications, Energy Efficiency, Network Design, Green Networks, Network Management, Emerging Technologies.

Correlation Analysis Between Cereal Food Consumer Ratings and Nutritional Composition

Since contemporary information-retrieval systems rely heavily on the content of titles and abstracts to identify relevant articles in literature searches, great care should be taken in constructing both. With the popularization of food safety and health knowledge, consumers are increasingly concerned about the nutritional value of food. Research has shown that when consumers purchase food products, the nutritional composition table on the food packaging can affect their purchasing intention. Therefore, it is important to explore the impact of various factors in the ingredient table on consumer ratings and purchase intentions. The paper takes nutritional data of cereal products as a sample to investigate customer ratings of different products and conduct regression analysis and correlation research between ratings and nutritional components of cereal products. Based on the obtained regression equation, the paper predicts the rating of cereal products on the market. The paper finds that there is a correlation between consumer ratings and nutritional composition in the cereal product. Using regression equations to predict the test set, the prediction accuracy is good, which indicates that we can refer to the nutritional composition table of cereal products to roughly predict the consumer ratings of products in the market. Based on research, cereal manufacturers can attract consumers to purchase products by optimizing brand promotion strategies, enhancing brand image, and other means. Also, manufacturers can also choose high protein and low fat cereal raw materials to meet consumer demand and expand market consumption of cereal products.

Understanding and application of SMES on sustainable management: A case study in Vietnam

This study investigates the integration and impact of sustainable management practices within Small and Medium-sized Enterprises (SMEs) in Vietnam. SMEs play a crucial role in Vietnam's economy, contributing significantly to employment, GDP, and societal well-being. The research explores the challenges and incentives influencing SMEs' adoption of sustainability practices, drawing on theoretical frameworks, empirical data, and insights from existing literature. Key barriers include financial constraints, limited awareness of sustainability benefits, and regulatory shortcomings. Conversely, drivers include cost savings, enhanced brand image, and increased customer loyalty. Actionable strategies for fostering sustainability in SMEs, including governmental support, education programs, and stakeholder engagement, are proposed. By addressing these challenges and leveraging opportunities, Vietnamese SMEs can contribute to sustainable development and economic resilience.

New Trends in Digital Marketing: Analysis of Personalized Brand Communication and User Interaction Effect - Taking Xiaohongshu Platform as an Example

In the development of digital marketing, personalized brand communication, and user interaction analysis have become key components of enterprise strategy. Taking the Xiaohongshu platform as the research object, this article deeply explores how brands can use personalized communication strategies to establish emotional connections with users under new trends, thereby improving user participation and loyalty, and ultimately achieving the goal of enhancing brand image and market competitiveness. Firstly, this article analyzes the characteristics of the Xiaohongshu platform and its role in digital marketing. As a platform that integrates social networking and e-commerce, Xiaohongshu provides a unique environment for brands to attract and maintain user attention through high-quality content and precise target positioning. Next, the article discusses in detail the specific implementation methods of personalized communication strategies. This includes utilizing data analysis to understand user needs, creating content related to users’ personal experiences and interests, and enhancing user engagement through interaction and feedback mechanisms. Finally, this article evaluates the impact of these strategies on user loyalty and brand image. Research has shown that effective personalized communication can not only enhance users’ sense of brand identity but also increase their participation in brand activities, thereby gaining an advantage for the brand in a fiercely competitive market. In summary, this article provides profound insights into brand personalized communication strategies under the new trend of digital marketing and practical guidance for enterprises on how to maintain competitiveness in rapidly changing market environments.

Branding In Digital Transformation: Optimizing Multichannel Marketing Strategies With Big Data And Consumer Behavioral Analytics

In the current competitive environment of the digital era, branding has become a key factor for enterprises to maintain their competitive advantage. This study aims to explore how to optimize multichannel marketing strategies using big data and consumer behavior analysis to enhance brand image and brand equity. Using quantitative research methods, this study collects and analyzes consumer behavior data from multiple online and offline channels, including purchase records, website browsing records, and social media interaction data. By applying structural equation modeling and data mining techniques, the study finds that consumers' brand awareness, brand image perception and brand loyalty are significantly affected by multi-channel marketing activities. The results suggest that consistent marketing messaging that integrates online and offline channels is essential for creating a favorable brand image and improving brand equity. In addition, personalized marketing content and precisely targeted ads based on consumer behavioral data also have a positive impact on increasing consumer engagement and brand loyalty. Overall, this study provides empirical evidence to illustrate how branding in the digital era should make use of big data and consumer behavior analysis to optimize multichannel marketing strategies, and provides theoretical guidance and practical suggestions for companies to develop effective branding strategies.

Leveraging beauty pageants for brand exposure: An analysis of sponsorships and advertising opportunities in Philippine pageantry

This quantitative research examines how beauty pageant sponsorships impact brand exposure and brand equity among Filipino consumers. A survey (n=450) measured unaided and aided brand recall, attitudes, and purchase intent based on exposure to real and simulated pageant sponsorships. Results demonstrated significantly higher recall for sponsored brands compared to non-sponsored brands (unaided 67% vs 23%; aided 93% vs 62%). Brand attitudes were more positive for sponsored brands, especially on attributes like prestige and reputation. Purchase intent also increased for brands aligned with cultural values. Overall, findings show that pageant sponsorships are an effective marketing platform for increasing brand awareness, enhancing brand image, and driving consumer behavior. Associating with events like Miss Universe Philippines provides branding opportunities in the Philippines, given pageantry's prominent role in popular culture. However, marketers must authentically connect sponsorships to local values. This empirical research quantifies pageantry's impact on key branding metrics like awareness, image, and purchase intent. It highlights the importance of strategic alignment with socio-cultural meanings. Marketers can leverage these consumer-focused metrics and quantitative approaches to optimize sponsorship strategy. Further research could build on this framework to expand evidence on pageants' marketing potential across developing contexts.

Analysis Of Nike Brand Operation and Marketing Strategy in Different Business Periods Based On 4P Marketing Theory

This article presents a comprehensive overview of Nike's evolution, tracing its origins in the 1960s to the contemporary marketing challenges it faces. It delves into Nike's formative years, characterized by the successful introduction of groundbreaking sneakers and the formulation of distinct marketing tactics. The article underscores Nike's foray into the running market, emphasizing the promotion of a healthy and active lifestyle. Furthermore, it dissects Nike's pricing strategies and the establishment of retail stores as pivotal distribution channels. Transitioning into the illustrious era spanning 1990 to 2010, this article scrutinizes Nike's pinnacle marketing strategies. These include celebrity endorsements, poignant storytelling, and premium pricing aimed at elevating brand perception and desirability. However, it also candidly addresses Nike's recent challenges, marked by difficulties in sustaining market leadership, stemming from a perceived lack of innovation and intensifying competition from rival brands. This analysis underscores the imperative for Nike to reinvigorate its marketing approach and rekindle its innovative spirit. In conclusion, the article underscores the significance of differentiation as a core strategy for Nike's resurgence. It advocates for embracing the Direct-to-Consumer model, enhancing the online shopping experience, and prioritizing social responsibility to enhance brand image and regain a dominant position in the fiercely competitive sporting goods market.

Experiential Marketing Tourism and Hospitality Tours Generation Hybrid Model

The emergence of immersive technologies presents unprecedented opportunities for both users and organizations. This paper explores the future of digital marketing as a new ecosystem wherein innovative marketing strategies enable organizations to communicate with their customer base in ways previously unattainable, reshaping traditional marketing concepts into novel and unimaginable actions. This study proposes an experiential marketing tourism and hospitality tours generation hybrid model. The model focuses on generating virtual tours based on 360° VR videos, specifically designed for hotel environments, their surroundings, and tourist zones. The immersive environment proposal includes the design of user interface prototypes and incorporates the automated division of 360° videos using convolutional neural networks. Subsequently, personalized tours are composed based on user profiles, utilizing a Case-Based Reasoning (CBR). Functionality tests for the video division and labeling component, as well as the composition of tours according to user profiles recommended by the CBR, yielded satisfactory results. The application of this system has the potential to positively influence reservation intentions and enhance brand image. Immersive experiences have the capability to trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.

Billboard Advertising

This research explores the multifaceted dynamics of billboard advertising as a powerful tool for marketing campaigns. Billboards, large-scale print advertisements strategically positioned in high traffic areas, are examined through various lenses to uncover their demographic impact, impressions on viewers, marketing potential, creative expression opportunities, societal reflections, environmental concerns, and the importance of targeting a specific audience. The study delves into critical factors such as location, message clarity, and design in determining the effectiveness of billboard advertising. Insights from the research highlight that billboard advertising can significantly increase brand awareness, with case studies illustrating successful strategies. The study also emphasizes the importance of creative design and clear messaging to maximize the impact of billboard campaigns. The proposed outcomes suggest that billboard advertising can enhance brand image, increase social media engagement, and provide a favourable return on investment. In conclusion, effective billboard advertising relies on a harmonious blend of compelling content and captivating design to create a lasting impression and drive consumer action.

Xiaomi Current Marketing Strategies and Future Penetration into European Market

Mobile devices and internet are some of the most prominent technologies in the modern world. Xiaomi is a Chinese hardware company that is most notable for their rapid success through their efficient smartphone development and unique monetization strategy. Xiaomis attempts at growing business through formation of subsidiary companies have found short term success within the Chinese and Indian market. This study analyzes the advantages and disadvantages of Xiaomi's marketing strategy through literature analysis. The results showed that Xiaomis past strategies has limited benefits to their efforts to spread influence and gain market share within the European market. The growth of Xiaomi has been hindered by its brand image and outdated strategy. It is suggested for Xiaomi to distance their future strategies of enhancing brand image from their current brand image. One way for them to do so is the establishment of new subsidiary brands that leaves behind the low profit margin, high sales count strategy of the parent company. Xiaomis internet marketing strategy can also be enhanced through celebrity and event sponsorship.

Corporate Social Responsibility and Financial Performance in Shariah Banks: A Review

This review explores the relationship between Corporate Social Responsibility (CSR) and financial performance in Shariah banks. Shariah banks, operating under Islamic principles, face unique challenges and opportunities in integrating CSR into their operations. The essay reviews empirical research on the correlation between CSR initiatives and financial performance in Shariah banks, highlighting studies indicating a positive relationship, potential benefits, and stakeholder satisfaction. Counterarguments and conflicting findings are also addressed, acknowledging challenges and limitations. The review discusses the reputational advantages of CSR, including enhanced brand image, customer loyalty, and attraction of socially responsible investors. Moreover, it explores how CSR initiatives align with Islamic values, strengthening the bank's position within the Muslim community. The essay further delves into the challenges faced by Shariah banks in implementing CSR, ensuring compliance with Islamic principles while meeting regulatory requirements. It also addresses potential conflicts between CSR practices and financial goals, emphasizing the need for careful balance and alignment. Lastly, the review explores resource constraints and cost considerations for smaller Shariah banks and proposes strategies for overcoming these challenges. Overall, this review provides a comprehensive analysis of the relationship between CSR and financial performance in Shariah banks, offering insights into the significance and implications of CSR integration in the Islamic finance industry.

The Economic Impact of Celebrity Endorsements on Coffee Brands: Taking Luckin as an Example

This study aims to analyze the economic impact of celebrity endorsements on Luckin coffee brands. The research question focuses on identifying the main changes in sales and evaluating the extent of the economic influence brought about by celebrity endorsements. To conduct this study, the researcher will collect and analyze various factors, including Luckin's product sales data before and after the endorsement period, consumer experience and feedback, and evaluations from industry experts. Celebrity endorsements have become a popular marketing strategy for many companies worldwide, including those in the coffee industry. By leveraging popular public figures to endorse their products, companies hope to gain greater brand recognition and increase sales. However, the effectiveness of celebrity endorsements has always been a topic of debate in the literature. Some studies suggest that celebrity endorsements can significantly boost sales and enhance brand image, while others argue that it may not always be effective. In this study, the researcher aims to investigate whether celebrity endorsements have had a positive economic impact on the Luckin coffee brand. The main objective is to determine the magnitude of the effect of celebrity endorsements on sales and other economic indicators. The findings of this research may provide valuable insights into the effectiveness of celebrity endorsements in the coffee industry, which can be used by marketers and brand managers to develop and improve their marketing strategies.

Influence of Service Quality and Brand Image on Purchase Decisions

Researchers in Bandung did a study to examine the influence of service quality and brand image on consumer decision-making in purchasing Muslim fashion products. In addition, the research aimed to determine the dominant component, either service quality or brand image, that had the most impact on the purchasing choices of a sample of 100 consumers involved in the study by completing a questionnaire. By employing path analysis, this study substantiated the legitimacy of service quality and brand image factors among customers of Muslim fashion products in Bandung City. Therefore, the results underscore the significance of improving service quality and enhancing brand image to influence purchasing decisions. The findings of the study indicate a substantial relationship between Service Quality and Purchasing Decisions, as well as between Brand Image and Purchasing Decisions. Judging from the results of research on Service Quality on Purchase Decisions for consumers of Muslim fashion products in the city of Bandung, to increase purchasing decisions, companies should be able to improve service quality by providing training on how to be responsive and reliable customer service so they can perform better service than before. Judging from the research results on the effect of brand image on purchasing decisions for Muslim fashion products in Bandung, companies need to build good brand name awareness to improve purchasing decisions. Because it is an effort to form a brand approach to consumers or their target market, this can work through collaboration with Influencers on social media to use products from one of the Muslim fashion products that aim to influence their followers indirectly. In addition, it is necessary to sponsor several events relevant to the same target audience.