Foster Brand Research Articles

Utilizing Storytelling As A Persuasive Communication Technique In The Branding Of HMNS Perfume Products

In the competitive marketing sector, companies are realizing more and more how important narrative is as a means of developing close emotional relationships with customers. The effective incorporation of story into the branding strategy of HMNS, an Indonesian-based newly launched perfume brand, is investigated in this paper. With an eye toward stories that highlight the sources, inspirations, and creative techniques behind every perfume variation, HMNS purposefully uses storytelling to set its products apart in a crowded industry. Through a variety of digital channels including social media, the official website, and interactive marketing HMNS successfully shares emotionally powerful narratives to its audience. This study method consists on a case study, content analysis of HMNS marketing initiatives, and customer interviews to evaluate the effectiveness of narrative in increasing emotional appeal and client loyalty. The results suggest that encouraging customer engagement and developing strong emotional connections which in turn foster brand loyalty depending on narrative and are thus rather important. Well crafted tales appeal to consumers' individual experiences and ambitions, therefore encouraging inclusivity and a strong affinity for the HMNS brand. This research provides important new perspectives on how businesses could use story methods to create strong and long-lasting relationships with their consumers. It achieves this by looking at how consumer impressions and behavior change depending on narrative. HMNS's effective use of narrative highlights its ability to be a fascinating branding tool in the contemporary marketing scene. Keyword: Storytelling, Persuasive Communication, Branding, Perfume, HMNS

Powering Up User Loyalty: Exploring Multidimensional Platform Value and Service Quality in the PLN Mobile Electricity Service Application Platform

The objective of this research is to explore how digital interactive platforms can assist companies in cultivating brand loyalty for their platforms. This study employs a quantitative approach, collecting a total of 310 questionnaires from PLN Mobile users, a platform operated by the largest electricity company in Indonesia. Respondents were selected using non-probability random sampling, and Structural Equation Modeling was employed as the analysis tool. The findings reveal that among the three multidimensional platform values (functional, cost, and contextual) only functional platform value lacks significant influence on perceived value. Additionally, within the context of PLN Mobile application users, service quality demonstrates a positive and significant direct influence on perceived value, platform brand image, and platform brand loyalty. Furthermore, perceived value exhibits a significant direct influence on continuance intention and platform brand image, although it does not significantly influence platform brand loyalty directly in this context. This research offers a new theoretical framework and managerial insights for value creation in digital interactive platforms. It contributes to the body of knowledge by demonstrating the relationships between various factors influencing brand loyalty in the context of digital platforms. The implications of the research findings on management and business practices are significant. Companies can utilize the insights provided by this research to enhance their digital platform offerings, improve customer satisfaction, and ultimately foster brand loyalty. Additionally, policymakers can use these findings to shape regulations and policies that promote innovation and competitiveness in the digital platform in service industry.

The effect of brand authenticity on brand loyalty in the frozen food industry: findings from PLS-SEM and fsQCA

PurposeThis study aims to investigate the effect of brand authenticity on consumer brand loyalty in the Pakistani frozen food industry sector in the light of the stimulus-organism-response (SOR) theory.Design/methodology/approachThe quantitative approach utilized a survey questionnaire to acquire customers’ perceptions. A simple random technique was used to collect data. About 255 questionnaires were analysed, and the response rate was 72.86%. The measurement and structural model were constructed through Smart PLS-4 and fsQCA.FindingsThe findings indicated that brand authenticity positively affects brand loyalty in the Pakistani frozen food industry. Results further proved that brand involvement has a full mediation effect, fsQCA supports the same results, and customer satisfaction has a partial mediation effect. These findings offer valuable insights into the frozen food industry in Pakistan and other countries, allowing them to create successful tactics to engage customers and foster brand loyalty. The findings reveal the complexity and ever-changing nature of how consumers assess brand authenticity in the frozen food industry.Practical implicationsThese findings also have implications for the frozen food business’s marketing and brand positioning strategies, particularly its utilization of brand authenticity to attract and retain consumers.Originality/valueThis is the first paper in the frozen food sector from the perspective of brand authenticity.

Exploring the role of environmental regulations in green marketing success

AbstractIn response to growing consumer demand for sustainability, this study examines the impact of green marketing on brand perception and consumer purchase intent across 80 countries from 2006 to 2023. Drawing on data from Bloomberg, Thomson Reuters Eikon, and Sustainalytics, this research employs structural equation modeling and hierarchical linear modeling to analyze the relationships between green marketing expenditure, brand perception, and consumer behavior. The findings reveal that increased investment in green marketing significantly enhances brand perception and purchase intent, with outcomes varying across different economic, cultural, and regulatory contexts. These results highlight the importance of tailoring green marketing strategies to specific regions, providing actionable insights for advertisers aiming to foster brand loyalty through sustainability. Implications suggest that both advertisers and policymakers can strengthen consumer trust and brand loyalty by aligning sustainable marketing efforts with local cultural and regulatory expectations.

Public Relations Strategy in Building Brand Awareness: A Case Study of KDS

This research aims to investigate the public relations strategies employed by PT Kefa Dadali Sinergindo (KDS), a nascent company in the food and renewable energy industry, to enhance its brand visibility. Established in late 2020, the company specializes in the production and distribution of coconut shell briquettes and banana snacks. Employing a descriptive qualitative approach, this research delves into the company's public relations strategies. This methodology enables an in-depth exploration of the underlying meanings and nuances within the collected data. Through direct observation and in-depth interviews, the researcher aims to gain a comprehensive understanding of the company's public relations tactics. The findings of this research reveal that KDS predominantly utilizes a soft selling or indirect sales approach to foster brand awareness. Key strategies employed by the company include: 1) Press Releases: The company actively disseminates information about its products, services, and corporate activities through various media channels, including print and online publications; 2) Press Conferences: These events are convened to announce significant company developments, such as product launches or major milestones; 3) Launching Events: These events are designed to introduce new products to target consumers and media representatives. By effectively implementing these public relations strategies, KDS has successfully cultivated a positive brand image and garnered significant public attention.

The role of mascots in branding and consumer engagement: Insights from Indian advertising

This crucial role of mascots contributes not only to the successful capture of audience attention but also to an enduring development of brand awareness that prevails over time. With deep exploration, this study takes heed of the great influence on the connectivity between the brand and audience and the cultivation of a meaningful brand recognition among its consumers. A qualitative study was conducted in order to effectively demonstrate the ability that mascots possess to signify meaning in a clear-cut and impactful manner, particularly regarding the simplicity of their designing elements. This study makes a deep dive into the influential and significant role of mascots in shaping brand image as well as consumer behavior through a thorough and comprehensive review of the literature. It emphasizes their remarkable efficacy specifically in low-involvement product categories, and also emphasizes their ability to effectively foster brand affinity, especially among children who are often particularly receptive to these characters. The literature strongly underlines the vital importance of mascots in the process of humanizing brands, which helps to forge intimate and personal connections with consumers, as well as facilitating essential brand differentiation in a competitive market. It, drawing upon case studies like Amul Girl-the iconically well-known one as well as the endearing Vodafone pug and Nirma girl, aptly conveys how strategically and deliberately these mascots are applied for the purposes of communication about a brand and significantly towards an audience's participation with that brand. Conclusively, the study makes proposals toward innovative and innovative approaches toward marketing but importantly accords high priority on integrating those mascots in such wholesome, complete, and complete strategies towards a brand that has, in its aim to further and promote the establishment of more significant brand equity while securing enduring brand loyalty through customers.

Determinant Factors to Purchase Intention at Jago Coffee: A Study Survey to the Customer in Indonesia

Purpose: This study explores the factors influencing purchase intention at Jago Coffee, focusing on content marketing, electronic word-of-mouth (E-WOM), and perceived quality as primary predictors. Research design, data, and methodology: A quantitative approach was employed, using survey data collected from 399 active Instagram and TikTok users in Indonesia. Hypotheses were tested to determine the influence of these factors on brand awareness and purchase intention through structural equation modeling. Results: The findings indicate that content marketing and E-WOM significantly enhance brand awareness, while perceived quality directly impacts purchase intention. Brand awareness, however, did not exhibit a significant effect on purchase intention, suggesting that other factors, such as product quality, play a crucial role in driving purchases. Conclusions: The study underscores the importance of maintaining high content quality and engaging E-WOM to foster brand recognition and consumer loyalty. These insights offer practical recommendations for Jago Coffee and similar businesses aiming to optimize their social media marketing strategies.

The Impact of Video Game Dimensions on Brand Love: A Guide for the Gaming Industry 2023-2024

This research paper investigates the factors contributing to brand love among gamers, with the aim of enhancing user experience and optimizing marketing strategies within the gaming industry. The study explores how specific gameplay elements and sensory triggers—such as rewards, personalization, music, and storytelling—affect emotional connections and foster brand loyalty. Additionally, it examines the application of neuromarketing techniques to gain a deeper understanding of consumer behavior and to promote stronger emotional engagement with gaming products, while also highlighting the importance of addressing ethical considerations and cultural differences in these strategies. Despite the growing popularity of video games, there is a notable lack of comprehensive research on the factors that elicit brand love, which limits developers' and marketers' ability to create engaging experiences that drive loyalty. Utilizing qualitative analysis involving professional gamers, developers, and bloggers, the study provides valuable insights for stakeholders aiming to develop more engaging and intuitive gaming experiences. It contributes to the academic literature on brand love and consumer behavior by identifying key dimensions of video games that evoke brand love. Specifically, the research focuses on: (1) analyzing how gameplay and sensory triggers enhance emotional connections, (2) exploring the impact of neuromarketing techniques on emotional responses, and (3) offering actionable recommendations for improving user experience and boosting customer loyalty. The major research question investigates which video game dimensions can trigger brand love, with subsidiary questions examining the effects of game and sensory triggers, and the potential role of neuromarketing in this context.

The intersection of green marketing and sustainable supply chain practices in FMCG SMEs

As sustainability increasingly shapes consumer behavior and corporate strategies, Fast-Moving Consumer Goods (FMCG) small and medium-sized enterprises (SMEs) are adopting green marketing and sustainable supply chain practices to gain a competitive edge. This review explores the intersection of these two critical areas, demonstrating how their integration can drive both business growth and environmental responsibility. Green marketing, which focuses on promoting eco-friendly products and sustainable business practices, has become a key tool for FMCG SMEs to differentiate themselves in a crowded marketplace. By adopting strategies such as eco-friendly packaging, ethical sourcing, and transparency in communicating sustainability efforts, SMEs can build stronger consumer trust, foster brand loyalty, and meet the growing demand for environmentally conscious products. Simultaneously, sustainable supply chain practices ensure that the production, distribution, and logistics processes align with environmental and social goals. These practices include reducing carbon emissions, minimizing waste, and working closely with suppliers to ensure ethical sourcing of materials. The synergy between green marketing and sustainable supply chains creates a feedback loop where operational sustainability supports marketing efforts, and consumer demand for green products encourages further sustainability improvements. This review also examines the challenges FMCG SMEs face in aligning these strategies, such as cost barriers, regulatory compliance, and supply chain complexity. Through case studies and industry examples, it highlights how innovative technology and stakeholder collaboration can help overcome these challenges. Ultimately, this study underscores that integrating green marketing and sustainable supply chain practices is not only essential for addressing environmental concerns but also for enhancing competitive positioning, customer satisfaction, and long-term market success in the FMCG sector. Recommendations for SMEs on how to effectively align their marketing and supply chain sustainability efforts are also provided. Keywords: Green Marketing, Supply Chain, FMCG SMEs, Review.

Influence of Country of Origin on Brand Evangelism (E-WOM): The Mediating Role of Consumer Engagement in an Emerging Market

This study investigates the impact of country of origin (COO) on consumer attitudes and brand evangelism in Ghana’s telecommunications industry. The research uses a multi-study approach, examining three telecom brands (A, B, and C) in Ghana. The data was collected online and offline, with a month delay to reduce method bias. The study found that the COO significantly influences consumers’ affective and cognitive engagements with telecom brands A and B, but does not directly impact behavioral engagement of any of the brands. The study emphasizes the importance of emotional and cognitive connections in driving brand evangelism as behavioral engagement alone may not translate into evangelism. The findings suggest that telecom brands can leverage their COO to enhance consumer engagement and foster brand evangelism by emphasizing positive associations with their origin. This research fills a gap in the literature by exploring the COO effect on telecom brands’ consumer engagement and brand evangelism. However, limitations include the focus on Ghanaian consumers and the use of PLS-SEM analysis, suggesting opportunities for further research in different cultural contexts and alternative methodologies.

Image recommendation for social media marketing in maternity and baby care product industry – a machine learning approach

PurposeThe digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.Design/methodology/approachThis study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.FindingsThe exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.Originality/valueThe proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.

Experiential Marketing: Challenges and Opportunities

Experiential marketing emerges as a dynamic and influential strategy, providing immersive engagements that captivate consumers and foster brand loyalty. However, executing such strategies successfully presents numerous challenges. This abstract delves into the complex landscape of implementing experiential marketing, highlighting the hurdles and uncovering the vast opportunities. businesses face logistical intricacies, budget constraints, and the need for innovative technological integration. additionally, maintaining authenticity and ensuring scalability pose significant challenges. nevertheless, experiential marketing holds abundant prospects, including forging deep emotional connections with consumers, fostering brand loyalty, and driving word-of-mouth marketing. through industry insights and case studies, this paper provides strategic guidance to overcome these challenges and leverage opportunities. It advocates for a comprehensive approach balancing creativity with feasibility, using data-driven insights to tailor experiences resonating with diverse audiences. emphasizing continuous innovation and adaptability, this abstract serves as a roadmap for marketers navigating the experiential marketing landscape to drive meaningful engagement and brand growth.

Optimizing Fashion Marketing Strategies: Understanding Consumer Behavior in Bangladesh

This study delves into the intricate dynamics of consumer behavior in the context of fashion apparel, focusing on t-shirts and denim pants in Bangladesh. Consumer preferences, perceptions, and purchasing decisions are explored through qualitative research methods, aiming to uncover insights crucial for marketers and retailers. The research emphasizes the significance of fashion attributes such as quality, comfort, fabric, color, and special effects in influencing consumer choices. A sample of 500 young Bangladeshi consumers participated in structured interviews, providing nuanced perspectives on their preferences and expectations. Findings highlight a strong preference for quality and comfort in both t-shirts and denim pants, with significant variations in color and fabric choices. The study underscores the evolving nature of consumer behavior influenced by globalization and digital advancements, posing challenges and opportunities for fashion marketers. By understanding these dynamics, stakeholders can optimize marketing strategies to better meet consumer demands and foster brand loyalty in a competitive marketplace.

Optimizing Social Media Promotion Strategy to Increase Customer Retention Rate (CRR) with GKG Customer Engagement

In the digital age, businesses are increasingly relying on social media platforms to engage with their customers and foster brand loyalty. This paper presents a comprehensive study aimed at optimizing social media promotion strategies to enhance Customer Retention Rate (CRR) while utilizing the GKG (Get Keep Growth) Customer Engagement framework. By examining the interplay between social media promotion tactics and customer engagement metrics, we investigate how businesses can leverage data-driven insights to improve customer retention. Our research showcases the importance of tailoring social media campaigns to individual customer preferences and behaviour, ultimately leading to increased customer satisfaction and loyalty. The results of the analysis of the development of the Customer Retention Rate graph were produced on FMIPA social media with an average CRR in the base case of 71%. Through a combination of data analysis and case studies, we provide actionable recommendations for businesses seeking to maximize the effectiveness of their social media promotion efforts and elevate their CRR.

How nostalgia in advertising increases brand love: a cross-country study

PurposeThis paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).Design/methodology/approachA pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.FindingsThe results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.Practical implicationsThe primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.Originality/valueThe paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.

How Does Social Media Contribute to Improve Business Performance for Streaming Service?

In a rapidly evolving technological landscape, organizations are constantly seeking innovative strategies to enhance performance and connect with their target audience. One such platform gaining traction is TikTok, a social media network particularly popular among young people. Recognizing its potential, businesses are exploring how TikTok can foster brand awareness and cultivate deeper consumer engagement. This study investigates whether factors like internet consumption patterns, social influence on TikTok, perceived value of TikTok content for Netflix, and trust in Netflix as a brand contribute to its performance. Interestingly, through a survey administered to 151 participants, the research suggests that internet consumption is the primary driver, with social influence, perceived usefulness, and trust on TikTok not having a statistically significant impact on Netflix's performance. This study suggests that for Netflix, user engagement with its content is the crucial factor on TikTok, not relying on influencer marketing or specific content value perceptions. Future research should explore content formats, user interaction strategies, and audience segmentation techniques to maximize user engagement with Netflix content on the platform

UTILIZATION OF BUSINESS INTELLIGENCE IN MARKETING STRATEGY FOR BALADO SHRIMP CRACKER PRODUCTS

This research explores the integration of business intelligence (BI) tools in the marketing strategy for Balado Shrimp Cracker products, aiming to enhance consumer insights and competitive advantage in the snack industry. Through qualitative research methods, the study investigates how BI facilitates the identification and analysis of consumer preferences, purchasing behaviors, and competitor dynamics. The findings emphasize the importance of leveraging BI for data-driven decision-making, personalized marketing initiatives, and proactive market intelligence. By harnessing BI, Balado can optimize its marketing strategies, drive growth, and foster brand loyalty amidst a competitive landscape.

A Study Analyzing Instagram Reels as a Powerful Marketing tool

Within the dynamic realm of digital marketing, Instagram Reels have become a potent instrument for brands to enthral viewers and accomplish their goals. In order to better understand how effective Instagram Reels are as a marketing tool, this study looks at how much they can raise brand exposure, engagement, and eventually conversions.…….. . . . The study examines the salient characteristics of Reels that enhance its marketing efficacy, such as its focus on concise and captivating video content and the extensive user base of the platform. This study explores how organizations might use interactive components included in Reels, including as polls and quizzes, to encourage audience engagement and motivate desired behaviours. Additionally, the study investigates Reels' potential for organic reach by looking at how the algorithm gives interesting Reels priority and exposes them to a larger audience. The study also examines the effects of sponsored Reels and branded content on brand integration inside the Reels format, acknowledging the growing trend in these areas. , By breaking down these components, the study hopes to offer insightful information about how companies may use Instagram Reels as a potent marketing tool to engage with their target demographic, foster brand loyalty, and succeed in the cutthroat world of digital marketing. Keywords: Instagram reels, Marketing, Consumer Behaviour, Instagram, Short Videos.

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Abstract The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES IN DRIVING SALES: A CASE STUDY OF SNAPDEAL IN THE INDIAN ONLINE MARKETPLACE

This paper investigates the efficacy of social media marketing strategies in bolstering sales performance, with a specific focus on Snapdeal, a prominent player in the Indian online marketplace. In an era where digital connectivity is paramount, social media platforms have become indispensable tools for businesses seeking to enhance their market presence and drive revenue growth. Through a comprehensive analysis of Snapdeal's social media marketing approach, including targeted advertising, customer engagement, influencer partnerships, and content marketing, this study aims to elucidate the impact of these strategies on driving sales in the Indian e-commerce landscape. By examining Snapdeal's utilization of social media platforms to engage with its diverse consumer base, foster brand loyalty, and influence purchase decisions, this research provides valuable insights into the evolving role of social media in shaping consumer behavior and driving business success in the digital age. Keywords:- Social Media, Marketing Strategies, Snapdeal , India , Online Evaluation