Brand Familiarity Research Articles

Working (out) with fitness influencers - benefits for the fitness influencer, user health, and the endorsed brand: Key factors and the role of gender and brand familiarity.

Fitness influencers have become important digital health communicators with regard to influencing consumer health behaviours, such as physical activity. We investigate how working (out) with these new communicators can generate benefits for the fitness influencer, user health, and endorsed brands. Based on the source credibility, social identity theory, and gender congruity research, this paper aims to identify the main factors that affect users' attitudes toward the fitness influencer (influencer benefit), users' exercise intentions (user health benefit) and their purchase intentions (brand benefit), considering user and influencer gender. Two studies were conducted, both with male and female influencers and users. In study 1 (n = 496), the fitness influencer endorsed an unfamiliar brand, and in study 2 (n = 529) a familiar brand was endorsed. To test the proposed models and to estimate the path coefficients, structural equation modelling was performed. Key influencing factors were identified in the two studies: For attitude toward the influencer, source credibility is the most important; for exercise intention, parasocial interaction and attitude toward the behaviour are crucial; and purchase intention is largely predicted by the brand attitude. The studies revealed gender-congruent and non-congruent tendencies for female and male respondents, and different effects of unfamiliar and familiar brands. Working (out) with fitness influencers can improve user attitudes toward the influencer, increase users' exercise intentions, and increase brand purchase intentions, for both unfamiliar and familiar brands. Some gender congruity and some gender incongruity effects exist. The paper discusses important implications for theory and practice.

Presenting an Indigenous Model of Brand Loyalty in the Retail Industry

Objective: The main objective of this research was to "design a suitable marketing model based on brand loyalty in the retail industry," with the question posed as "what is a suitable marketing model based on brand loyalty in the retail industry?" Methodology: A mixed-method approach, combining qualitative and quantitative methodologies, was utilized to answer this question. Initially, key components of the marketing model based on brand loyalty were identified through sequential exploratory design (thematic analysis method) via interviews. Subsequently, the research questions were examined through the collection of quantitative data. Thus, the measurement tool in the qualitative method was in-depth and semi-structured interviews, and in the quantitative method, it was a questionnaire. The population studied in the qualitative method consisted of experts, and in the quantitative method, individuals knowledgeable about marketing and the retail industry. For sampling in the qualitative method, 21 experts were selected using purposive sampling, and for the quantitative method, 384 individuals were selected using cluster sampling initially, followed by stratified random sampling after selecting the cluster to be studied. Ultimately, thematic analysis was used to code the responses obtained from the interviews (as part of qualitative analysis), and exploratory factor analysis and structural equation modeling were used to extract and analyze the empirical data (as part of quantitative analysis). Findings: The findings from the qualitative analysis indicated that the majority of experts (18 individuals) mentioned "the absence of after-sales services," and (17 individuals) mentioned "the high price of the dollar." The findings from the quantitative analysis revealed that the model used in the current research had a satisfactory fit, and the researcher-developed questionnaire contained eight factors: brand heritage, customer satisfaction, brand reliability, brand's association with positive topics, brand belief, brand familiarity, brand distinctiveness, and brand loyalty. It was ultimately argued that brand heritage, with the mediating role of variables such as brand's association with positive topics (with an effect size of 0.69), brand familiarity (with an effect size of 0.41), brand belief (with an effect size of 0.37), customer satisfaction (with an effect size of 0.36), and brand distinctiveness (with an effect size of 0.27), effectively influences brand loyalty. Other variables, having an effect size of less than 0.2, were not significant. Conclusion: Given that no model for presenting an indigenous brand loyalty model in the retail industry has been provided in Iran so far, there are many gaps in various aspects for this industry. Based on conducted interviews, there are essential prerequisites for the formation and expansion of these products, without which marketing these products in this industry would be ineffective. Marketing in this industry requires a series of events and appropriate principles to create a connection between brand heritage and brand loyalty by the customer; otherwise, it would not be possible to loyalty customers through this industry.

How consumers process online review types in familiar versus unfamiliar destinations. A self-reported and neuroscientific study

The purpose of this research is to assess how digitalized information posted on social media about tourism destinations (TDs) impacts on consumers, with a particular focus on the role of brand familiarity and the source type and content style of online reviews. Two studies were conducted. First, using an online survey-based 2 × 2 × 2 experimental design with a sample of 548 consumers, we examined the interaction effects of review content style, brand familiarity and source of the post on the perceived informativeness and persuasiveness of online reviews about TDs. The findings showed that, when reviews referred to specific features of TDs (brand), firm-generated content (FGC) was more persuasive and informative than user-generated content (UGC) but, in general reviews, UGC was more persuasive and informative than FGC. A second study, using a sample of 136 consumers, assessed: (i) the impact of review content style and destination familiarity on the perceived diagnosticity (credibility and helpfulness) of online reviews; and (ii) the effects of review content style on visual attention paid, and customer engagement, using eye-tracking and electroencephalography. The findings showed that specific reviews are more diagnostic than general reviews, the positive effect of specific reviews on credibility being stronger for familiar destinations.

From easy to known: How fluent brand processing fosters self‐brand connection

AbstractIn most marketplaces, brands face fierce competition. Those that are adopted into consumers' self‐concepts in the form of a strong self‐brand connection reap myriad benefits including more positive evaluations, increased purchase intentions, and greater customer loyalty. This research tests the premise that the processing fluency of two prominent branding elements, brand name and logo, may promote self‐brand connection. A series of three studies indicates that processing fluency, prompted either through repeated exposure to a logo (Study 1) or more easily processed brand names (Studies 2 and 3), is associated with a stronger self‐brand connection. Evidence across the studies supports that the sense of brand familiarity stemming from fluent assessment promotes narrative processes in which the brand is connected to aspects of one's life and that such narrative processing, in turn, leads to the formation of stronger self‐brand connections. Further, such evidence is provided via direct measures of self‐brand connections, investigation of consumers brand narratives, and hemostatic brain response as measured via functional magnetic resonance imaging.

THE INFLUENCE OF SHARIA COMPLIANCE, PROMOTION AND REPUTATION OF BANK SYARIAH INDONESIA ON CUSTOMER LOYALTY

Introduction: This study aims to investigate how customer loyalty of the Indonesian Sharia bank KCP Kuala Tungkal is affected by Sharia compliance, promotion, and reputation in various contexts or settings and various variables, such as various bank types or regions, which can affect the results. Methods: In this study, secondary data were analyzed using multiple regression with quantitative descriptive techniques using Eviews 10. The sample consisted of 99 respondents, all of whom were customers of Bank Mandiri Syariah. Results: The findings indicated that customer loyalty was not positively impacted by Sharia compliance; however, customer loyalty was positively impacted by reputation promotion, and reputation had a significant impact on customer loyalty. Additionally, there was a significant impact on customer loyalty when Sharia compliance, promotion, and bank reputation were combined. Conclusion and suggestion: There is a positive correlation between reputation and customer loyalty. This suggests that customer loyalty also increases as brand familiarity increases. This study contributes to consumer loyalty by promoting Sharia compliance, bank advertising, and reputation.

THE IMPORTANCE OF BRAND AWARENESS AS A MARKETING STRATEGY FOR BUSINESS SUSTAINABILITY

The implementation of Community Service aims to open the insight of small entrepreneurs about the importance of consumers being aware of the existence or existence of brands sold by marketers. In the midst of economic recovery conditions after the Covid-19 pandemic and supported by the ease of digital marketing, many new entrepreneurs have emerged. The number of new entrepreneurs who compete fiercely with existing entrepreneurs plus the declining purchasing power of the community makes people more selective in buying a product. There is a tendency for consumers to choose products that are well known both through product experience and based on information obtained through various sources. Consumers are more likely to be loyal by buying products from well-known brands because they feel more comfortable and perceive familiar brands as more reliable, available, easier to find, and unquestionably quality. This training is designed to make people aware as business people that consumers will not look at a company's brand if it is considered bad and has a bad reputation in the market so that a really mature strategy is needed so that the brand can be known by many people. Consumer awareness of a brand is expected to increase satisfaction and increase consumer loyalty. Overall, participants are expected to understand the importance of brand awareness concepts and strategies, but have not been able to practice them in real and detail. Continuous participation is needed in providing training until participants are able to practice it.

The Association between Brand Trust, Familiarity and Personal Information Disclosure: A Case of Japanese Consumers

This study examined the effects of personal information types and brand familiarity on Japanese consumers’ perceived brand trust, privacy concerns, and anxiety about personal information disclosure to marketers. It also investigated how the cultural dimensions of Japanese consumers affect the relationships between privacy concerns, perceived brand trust, and personal information disclosure outcomes. The results of an online experiment (n = 771) showed that neither personal information requested nor brand familiarity affected Japanese consumers’ anxiety about personal information disclosure. However, cultural factors, namely uncertainty avoidance and independent self-construal, moderated the relationship between brand trust and anxiety regarding personal information disclosure to marketers.

Macro-influencers or meso-influencers, how do companies choose?

PurposeInfluencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this paper is to explore how companies with limited budgets choose influencers according to products' various levels of brand familiarity.Design/methodology/approachThis study constructs an evolutionary game model of influencer marketing based on evolutionary game theory on complex networks. This model initiates various networks to demonstrate how influencers disseminate information and constructs update mechanisms to depict how individuals react to this information based on individuals' information utility and friends' strategies.FindingsSimulation results suggest that companies should invest more in macro-influencers than in meso-influencers, however investing all in macro-influencers is not a good choice. The investment in meso-influencers will increase as brand familiarity decreases, whereas it will not exceed investment in macro-influencers. Furthermore, the accumulation of micro-influencers can accelerate the marketing process.Originality/valueThis study examines the combined effects of micro-influencers, meso-influencers and macro-influencers in marketing by simulating the marketing process initiated by influencers on social media.

Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps

Advertising during short-form videos (SFVs) to take advantage of users' fragmented attention provides a new touchpoint to reach potential consumers, while the unique elements of attention-based purchase mechanism is still unclear. Drawing on sociotechnical systems theory and PLS modeling on 398 samples, this study examines how the social and technological affordances of SFV apps capture user attention by triggering a desire to postpone closure, thereby reducing users’ defensive judgments about advertising and stimulating potential passive demands. In addition, we find that the transition from purchase intention to purchase behavior on the SFV platform is negatively moderated by brand familiarity, which differs from that found in conventional human-computer interaction and online shopping. The findings provide managerial insights for sustainable operations, advertising strategies, and e-commerce integration of SFV platforms.

Predicting Future Purchase Intentions In E-Commerce: An Empirical Study On Bukalapak

This research explores how consumers' familiarity with a brand and the quality of information they encounter impact their engagement with the brand's social media presence. Additionally, we investigate how this engagement influences consumers' attitudes toward the brand's social media and their intentions for future purchases. This study also delves into the mediating role of social media engagement in the relationship between brand familiarity, information quality, consumers' attitudes toward the brand's social media, and their intentions for future purchases. The research employed a quantitative methodology, specifically purposive sampling, a non-probability approach. Data were collected through online surveys, with 441 samples obtained. The data were analyzed using PLS-SEM with SmartPLS to test hypotheses and draw conclusions. Consequently, all ten hypotheses were validated.

Framing Security Under Time Pressure: Brand Familiarity Matters for Mobile Application Choices

The current study examined the effects of security score framing, time pressure, and brand familiarity on mobile application choices. Past research has found the framing of safety versus risk scores affects how potential risks for mobile apps are communicated to users. Both time pressure and brand familiarity have been shown to affect consumers’ purchase behaviors but not yet for app-selection decisions. The current study examined the effects of time pressure and brand familiarity on the effectiveness of risk displays (framed as safety or risk) for mobile apps. Participants were shown screenshots of various apps with these factors manipulated, and they were to choose one out of six apps. Our findings indicate that users rely heavily on brand familiarity when choosing apps, which could lead to insecure decisions. Additionally, security scores guided app choices toward more secure apps when framed as safety than when framed as risk, although this advantage was only evident without time pressure and disappeared under time pressure. The design implications call for more careful screening and user education about the potential risks associated familiar apps, as well as the need of new security design solutions to help users under time pressure.

How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension

This article is a publication of a research finding aimed to determine the influence of customer attitude, brand familiarity, brand awareness, and brand extension toward brand image (study case using toothpaste brand XYZ). Brand image is one of the key factors of brand managemrnt to stay survive in the future, to win the competition, to increase sales, and therefore increasing revenue. When consumers buy a products or services, they not just buy the products or services, they also buy what the brand stand for. It means that a brand should convey exactly what producers want it to say. Results of data analysis show that all of the independent variables contribute positive significant, both simultaneously and individually, influence on brand image, which, among the four independent variables, brand familiarity contributes the biggest positive significant influence on brand image. The implications of the findings will be discussed.

ANALYSIS OF VARIABLES INFLUENCING CONSUMER PURCHASE INTENTION ON TOKOPEDIA

With the progression of time and technology, society is increasingly abandoning traditional methods and shifting towards online transactions. This change brings consequences in how products are promoted and how consumers are convinced to make purchases. Therefore, this research aims to identify potential variables that may influence consumer purchase intention on the Tokopedia e-commerce platform. The variables under investigation include e-WOM (electronic Word-of-Mouth), online reviews, brand familiarity, and trustworthiness. The analysis method employed is Partial Least Squares (PLS). Research data was obtained through a survey involving over 300 active Tokopedia users. The analysis results demonstrate that brand familiarity, e-WOM, and online reviews have a positive and significant impact on consumer purchase intention. Additionally, it was found that trustworthiness acts as a mediator between brand familiarity, e-WOM, online reviews, and consumer purchase intention. This study provides a significant contribution to the understanding of factors influencing consumer purchase intention on the e-commerce platform, specifically Tokopedia. These findings can serve as a basis for developing more effective marketing strategies to enhance consumer purchase intention and trust in Tokopedia as an e-commerce platform. The practical implications of this research emphasize the importance of considering brand familiarity, e-WOM, online reviews, and trustworthiness in efforts to increase consumer purchase intention on Tokopedia.

Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework

Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework

A comparison of consumers’ brand attitude and brand image between virtual worlds and websites - differences in high and low brand familiarity levels

A comparison of consumers’ brand attitude and brand image between virtual worlds and websites - differences in high and low brand familiarity levels

Investigating the impact of brand vs cause interaction on cause related advertisements

Cause-related Marketing (CRM) strategies have been widely implemented by numerous brands in their communication with customers through advertisements. This research employs four quasi-experimental studies to understand how brands and cause related variables interact to impact attitude towards advertisements and brands. Study I (n = 623) seek to understand the influence of brand related variables, namely, brand familiarity, brand importance, and brand association on the attitude towards advertisements and brands. Study II (n = 722) shows the moderating effect of advertisement type (CRM vs non-CRM) on the relationships connecting branding variables to advertisement and brand attitude. In Study III (n = 637), the effect of cause related dimension, namely, cause familiarity, cause importance, and cause brand fit on the attitude towards advertisement and brands is studied. Finally, study IV (n = 549) shows the interaction effect of brand and cause related dimensions on the attitude towards advertisements and brands. Results indicate cause brand fit to be the most significant variable affecting attitudes followed by brand association, brand importance, and cause importance. Cause importance also interacted with brand importance and brand association to cause a positive and negative magnifying effect on the advertisement attitudes respectively.

The Role of Involvement in the formation of Attitude and Purchase Intention on Brand's Social Media (Case Study: TikTok)

Interactivity defines as the medium ability to provide synchronous communication by emphasizing the speed of response and quality of information. Previous research has examined the role of interactivity in enhancing customer's engagement and involvement towards mobile retail advertising. Moreover, brand familiarity and information quality are also factors that can increase involvement on social media based on the results of other studies that have been conducted in the context of social media. Furthermore, involvement is proven to be one of the factors that leverage the formation of positive attitude. As the result, purchase intention will be strengthened due to positive attitude towards a brand. This study aims to investigate the role of interactivity as one of the supporting predictors in increasing customer involvement in the context of social media. Data were collected from 195 Indonesian respondents who are classified as an active TikTok users with an age range of 18-48 years. Respondents were selected using predetermined sample criteria based on recommendations from previous studies. The results show that interactivity can positively shape involvement on a brand's social media. While other factors such as information quality and brand familiarity play a more dominant role in shaping customer involvement. Additionally, social media involvement positively influences attitude which leads to a higher intention to purchase. However, involvement was not proven to be one of the factors that escalate purchase intention.

The Effect of Price Discrimination on Fairness Perception and Online Hotel Reservation Intention

In light of the development of online travel agencies (OTAs), the rules of the entire tourism industry have changed. Due to the ease of finding information and comparing products, consumers can choose a hotel not only by room type, but also by rate, according to their preferences. The purpose of this study was to explore the effect of price discrimination on the fairness perception toward reservation intentions. The interaction effects of the brand familiarity and the type of consumers on the fairness perception were also examined. The study used an experimental design, with 2 price discriminations × 2 brand familiarities × 2 regulatory focuses, on a total of 320 valid subjects. The results showed that advantaged-price discriminations had higher fairness perceptions than equal-price discriminations, and that higher fairness perceptions had higher reservation intentions. The interaction effect of brand familiarity showed no significant impact on the fairness perceptions, while the regulatory focus had a mitigating effect on the price discrimination and on the fairness perceptions. This study provides insights into the relationship between online price discrimination and tourism, and it contributes to the literature on hospitality. It also provides the managerial implications for online hotels in developing pricing strategies.

Effects of brand spokes-characters with personal and historical nostalgia on brand attitude: evidence from Generation Z consumers in China

PurposeUsing Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two types of nostalgic brand spokes-characters (i.e., eliciting personal nostalgia and historical nostalgia) were examined separately and compared to verify their contributions to more positive brand attitude, as well as related mechanisms, that is, whether consumer trust in the spokes-character mediated the relationship between nostalgic spokes-characters and brand attitude.Design/methodology/approachAn experiment was first conducted to test the causal effects of brand spokes-characters designed to elicit two types of nostalgic feelings (i.e., personal nostalgia and historical nostalgia). Then, the authors investigated the influencing mechanism of nostalgic brand spokes-characters based on bootstrap mediation models.FindingsThe results revealed that for less familiar brand spokes-characters, either type of nostalgia-driven design would enhance consumers' brand attitude. Moreover, consumer trust in the spokes-character mediated the relationship between personal-nostalgic brand spokes-characters and brand attitude.Originality/valueThis study was the first to examine personal nostalgia and historical nostalgia separately regarding the effects of nostalgic spokes-characters and related mechanisms. By combining methods of experimental design and bootstrap mediation modeling, it provided a more robust evaluation of nostalgia-driven design, and supported using certain nostalgic styles for designing brand spokes-characters, which can help modern brands draw more interest from young consumers and promote more positive brand attitude.

The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable

This study examines the relationship of digital marketing to purchase intention, and the relationship of digital marketing to purchase intention mediated by brand awareness. The digital marketing variable has 4 indicators, namely information recombination, accessibility, navigation interaction, and speed. The next variable, namely brand awareness, has 4 variables, which are brand familiarity, knowing or having heard of the brand, brand knowledge, and advertising. The last variable, namely purchase intention, has 3 indicators, namely interest, presence, and information. In this study, researchers used a purposive sampling technique to collect respondent, the population used was Ciputra University Surabaya students from class 2018 and 2019 majoring in International Business Management, in total there are 213 respondents collected as the sample. In this study, it was found that digital marketing on purchase intention is insignificant, meanwhile the mediating relationship between brand awareness and digital marketing and purchase intention is significant. This study can clarify the inconsistency from various previous studies related to the relationship of digital marketing and purchase intention. In this study, significant results were found if the mediating variable which is brand awareness was added to the relationship between digital marketing and purchase intention variables.