High Brand Awareness Research Articles

Impact of Digital Marketing Transformation on Purchase Intentions in B2B Consumers: The Moderating Influence of Brand Awareness

The abstract should summarize the entire study, including the research objective, methodology, main findings, and conclusions. Highlight the role of digital marketing trends (such as social media marketing, content marketing, AI-driven personalization) and their influence on purchase intentions in B2B contexts. Mention how brand awareness moderates this relationship and what implications these findings might have for B2B marketers.Digital marketing transformation is reshaping the landscape of B2B interactions, influencing consumer purchase intention through various innovative approaches. This study examines the role of digital marketing trends, including personalized content, AI-driven analytics, and social media engagement, on the purchase intentions of B2B consumers. Further, it explores the moderating effect of brand awareness on these relationships. Using a mixed-methods approach, survey data from B2B consumers across various industries highlight the importance of these digital tools in enhancing consumer engagement and fostering purchase intention. Findings indicate that high brand awareness amplifies the positive effects of digital marketing transformation on purchase intentions, suggesting that firms that leverage both digital transformation and strong brand equity can achieve a significant competitive advantage in the B2B market.

Study on Association of Brand Identity Showing Limited Edition of Cosmetics: Focusing on domestic cosmetics

This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous studies, a visit to their websites and a web search, the identities of the three cosmetics brands and limited edition packages for the past 5 years were divided by type. Then, cases were analyzed and reviewed by visual factor, and the results found the followings: First, the concept of each brand was used in designing a limited edition. Second, visual factors were efficiently applied to limited editions, having an influence on identity association. Third, even though colors varied depending on a type of the limited edition package, they were best used according to purposes and characteristics, associating image and identity colors according to each brand concept. As stated above, it was possible to associate brand identity in the concept and design of limited-edition cosmetics. It is anticipated that the study results would be helpful in studying relationships between limited editions and brand identity.

Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Local Fashion Brand Products

This research aims to know which factors are more affective to increasing and attracting consumer purchase intentions in local fashion brands. This research used quantitative method by distributing questionnaires which obtains as many as 475 respondents with a population of people who have purchased or used local fashion products in Indonesia. The data analysis method uses PLS-SEM through SmartPLS 3.0. The results of the study show that several factors have a significant effect on purchase intention such as product quality and brand awareness. Meanwhile brand awareness mediates the relationship between purchase intention and social media marketing and addition brand awareness also mediates the relationship between purchase intention and celebrity endorser. This study show that local fashion brand business must pay more attention to product quality factors and build awareness of their business brand. Creating high brand awareness in the community will be very influential for businesses to be able to know that there business exists.

A Comparison of McDonalds Marketing Methods in the Eurasian Marketasian Market

McDonalds has a high global brand awareness directly tied to its country-specific marketing initiatives. This study aims to compare McDonalds marketing tactics in European and Asian markets by delving into McDonalds global strategic marketing model, which includes. However, it is not limited to product categories, promotional techniques, and distribution networks. This study fosters reciprocal learning and provides additional ideas and methodologies for McDonalds globalization strategy development in the future by looking for marketing variations in other regions and analyzing the strengths and shortcomings of both sides. By reviewing the literature and various secondary sources of previous relevant studies, it can be concluded that both the European and Asian markets have distinctive marketing methods that the other side lacks, which is inextricably linked to McDonalds global customization strategy; thus, by analyzing the markets of the two sides, it may be possible to learn from the other sides advantageous marketing modes through continuous optimization and improvement to attract more consumers. McDonalds in other regions can also learn from its strategies to respond flexibly to different markets.

The Integration and Development of Franchising in China Take InterContinental Hotel as an Example

This paper has conducted in-depth research on the franchise business model of InterContinental Hotels and its application in the Chinese hotel industry. Using the franchise business model has brought benefits to InterContinental Hotels, including brand expansion, increased market share, additional revenue streams, resource consolidation, and risk sharing. Through the SWOT analysis, this paper analyses the strengths of Intercontinental Hotels high brand awareness, including perfect comprehensive facilities, broad global distribution network; the weakness include high franchise costs, strict operating standards; the opportunities include market demand growth, opportunities and economic fluctuations needed for emerging market expansion, and the threats include strong competitors, and put forward the use of InterContinental Liquor. The brand advantage of the hotel enhances the user experience and explores the development strategy of new market opportunities. The article has also discussed the applicability of the franchise business model and the role of the government in franchise development. At the same time, this experience has extensively explored the franchise business model of InterContinental Hotels and its application in the Chinese hotel industry.

Trust as a competitive advantage

As technology moves forward, digital marketing provides fresh opportunities for brands and marketers. At the same time, however, it also becomes more complex. This paper discusses how understanding non-digital characteristics, such as trust, is becoming ever more important for brands, particularly at a time of increasing polarisation in society. The paper argues that brands should view trust as a source of competitive advantage and provides evidence to support this. Specifically, the paper will show that brands that manage to build and maintain trust will see increased conversion rates, higher brand awareness and stronger loyalty from consumers.

Athlete apparel: the impact of team brand awareness and apparel brand awareness on athletes' brands, logos, and merchandise

PurposeBranded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.Design/methodology/approachUsing an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.FindingsThe results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.Originality/valueThis is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.

Do fake reviews promote consumers' purchase intention?

Although fake reviews are ubiquitous in the information interface that consumers browse, there is little research to understand the role of fake reviews in the online purchase process. Therefore, in this paper, we try to reveal the changes of consumers' online purchase intention after reading fake reviews in different situations. In the three studies, we found that for utilitarian products, the low fake degree of reviews could improve online purchase intention, while for hedonic products, the high fake degree of reviews could improve online purchase intention. And perceived value plays a mediating role in this process. Besides, for products with high brand awareness, fake reviews do not affect consumers' purchase intention, while for products with low brand awareness, the higher fake degree of reviews, the lower consumers' purchase intention. This paper are helpful for consumers to make more rational decisions in the face of fake information, have reference significance for marketers to choose reasonable ways to promote products in specific situations, and help optimize the supervision mechanism of online reviews.

Proposed Communitized Digital Marketing Strategies to Enhance Brand Awareness for Cafe in Tangerang (Study Case: El Primero Cafe & Meet)

The background of this research is the anxiety of one of the Cafe owners in Tangerang, El Primero Cafe & Meet, who has experienced an inconsistency in the number of visitors. This problem shows that the existence of El Primero Cafe & Meet has not been very visible to the market, one of which is its digital presence which greatly provides opportunities for businesses to be seen by the market on a global scale. With a minimal digital presence, El Primero Cafe & Meet is difficult to achieve high brand awareness. One solution that can be done is to focus on planning a digital marketing strategy so that digital activities are consistent, have targets, and can be used as a source of market research data for business development. In addition, in the collaborative and digital era, of course, involving the community directly with brands can be an interesting strategy to adopt. By combining the digital world and the concept of communitization, El Primero can form a close relationship with the online market and community and introduce their place as “Home” for collaborating communities. The purpose of this research is to develop a community-based digital marketing strategy to increase brand awareness of El Primero Cafe & Meet. This study used a qualitative method by conducting interviews with 3 categories of informants; management, community, and general consumers with a total of 8 interviewees. The core idea of each interview is to explore the behavior of the market towards the digital world, what digital marketing concepts are needed by the market, to management’s expectations regarding the strategy to be designed. From the research results, data was obtained in the form of consumer behavior in accessing digital platforms on a daily basis on the digital platform channels. These data are then processed into thought concepts in the preparation of a digital marketing strategy with SOSTAC Framewrok and this strategy will be used to increase brand awareness of El Primero Cafe & Meet in the next 6 months as a pilot stage.

Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators.

As a business innovation in the e-commerce marketplace, the use of live streams to boost sales has become an important strategy for e-tailers on major e-commerce platforms globally. However, little theoretical research has been conducted to understand the role of streamers and products in live streaming commerce. Thus, in this study, to examine consumers' perceived diagnosticity and purchase intention, we adopt a 2 (streamer type) × 2 (product type) × 2 (brand awareness) experimental design and conduct a field experiment at a university in southern China, drawing on stimulus-organism-response (SOR) theory. Our results indicate that when a product is recommended by an influential streamer during an e-commerce live stream or has high brand awareness, consumers perceive a high level of diagnosticity, which improves their purchase intention. However, we find no significant effect of product type on the perceived diagnosticity of viewers watching e-commerce live streams. We also discuss the implications of our findings for both theory and practice.Supplementary InformationThe online version contains supplementary material available at 10.1007/s10799-022-00375-7.

Development of a content-plan for promoting hotels in a social network

The article is devoted to the promotion of hotel enterprises in social networks. The author highlights the methods of creating a content plan by analyzing the target audience of the hotel. The author focuses on the fact that for high brand awareness it is important to learn how to correctly position the enterprise and properly promote it. Also in this article will be considered the main ways of promotion through popular social networks and the benefits of creating a personal hotel brand.

Paranoiabox.ru: Russian start-up growth decision dilemma

Theoretical basis The novelty of this case is the multidisciplinary focus where the aspects of entrepreneurship, marketing strategy and finance are mixed together. Students are expected to apply their knowledge of Business Model Canvas and Marketing 4.0, as well as learn about the new type of entrepreneurial finance such as crowdfunding. The setting of this case is novel too – the new quest games industry in Russia. Finally, the novelty of this case is its format where the protagonists’ interview is available as a podcast, and thus, the students will need to review only the tables and the appendices. Research methodology This decision case was field researched by the authors who interviewed the founders of this start-up and the business incubator (BI) director. No information was disguised in any way. Also, the secondary research on the main trends in the development of the international and Russian quest markets was completed by the authors in the preparation of this case. Case overview/synopsis Paranoiabox.ru case presents an entrepreneurial and strategic marketing decision situation. In May 2019, in Moscow, Russia, two young residents of the MGIMO University BI, Anastasia and Max, founded the start-up business called Paranoiabox.ru. This project was a quest in a new format with home delivery: a mixture of escape, detective and board game. The player received by post a box containing various objects. Interacting with them, he/she unraveled the plot thread, found clues and gradually approached the final clue. The game with complex copyright puzzles had a built-in hint system and provided mechanisms for interaction online. By July 2019, 30 boxes for their first quest were sold. The subscribers were waiting for a new quest. Despite the first sales, Anastasia and Max had no budget for hiring freelancers or outsourcing. They were faced with an urgent and challenging dilemma: whether to concentrate on the current product sales and spend all the budget on promotion or, alternatively, to launch a series of new quests and focus on the target market with high brand awareness. There was an additional funding dilemma: should they apply for crowdfunding? Complexity academic level This case is a multidisciplinary case with the aspects of entrepreneurship, marketing strategy and finance. This case is intended primarily for a course in entrepreneurship at the undergraduate or graduate level. This case is also ideal to be used as a capstone project in a degree programme for entrepreneurs.

Restaurant-visit intention: do anthropomorphic cues, brand awareness and subjective social class interact?

PurposeGiven the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention.Design/methodology/approachTo better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues: (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.FindingsUsing three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class.Practical implicationsMarketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular.Originality/valueUsing the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness.

Analyzing the Effectiveness of Interaction Between Brand Awareness and Social Network Advertising

Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising. Using the semiotic theory to explain the interaction in social network advertising, this study introduced sign-interpretation-object triangle to analyze the interactions of advertising content and brand awareness as signs, users’ experience as interpretation, and social networks advertising effectiveness as object moderated by social facilitation. This study was made in an experiment followed by an online survey, which contains 303 participants in Mainland China. This study shows some major findings. There is an interaction effect on advertising content and low brand awareness in a social network. The moderating role of social facilitation is significant in advertising content with high brand awareness.

A Study on the Correlation of Meaning through Analysis of Apple TV Advertisement Expression Techniques

하나의 브랜드가 성공하기 위해서는 오랜 시간과 경험, 전략 등이 요구된다. 본 연구에서는 브랜드 성공을 위한 여러 요소들 가운데에는 광고의 시각적 표현 기법에 대해 연구를 하였다. 특히 높은 브랜드 인지도를 보이고 있는 애플의 TV광고 분석을 통해 브랜드 아이덴티티와의 연관성을 알아보고자 하였다. 애플의 기업 역사에서 패러다임 변화가 있는 시기의 광고들을 수사학을 통해 분석하고, 이를 통해 기업의 브랜드, 제품의 특징, 광고의 의미, 광고의 표현 기법 사이의 연관성을 알아보았다. 비교법, 강조법, 변화법 등의 수사법이 시각적으로 어떻게 표현되며, 초현실주의 관점의 표현은 어떠한지 분석하였다. 분석 결과, 첫 번째, 반복법에 의한 메시지의 각인, 두 번째, 혁신을 표현하기 위한 초현실주의적 표현, 세 번째, 각종 디자인 표현 기법을 통한 미학적 가치 표현, 네 번째, 생략법 등에 의한 간결함, 다섯 번째, 은유법 등의 비교법을 이용한 비교 광고 전략 등으로 요약될 수 있다. 이는 그간 알려진 애플 이미지 및 전략과 비슷한 양상으로 나타나고 있으며, 본 연구 결과를 통해 광고 표현을 위한 시각적 수사학 표현에 대한 토대가 될 수 있을 것이다.In order for a brand to succeed, a long time, experience, and strategy are required. In this study, among the various factors for brand success, a study was conducted on the visual expression technique of advertisement. In particular, through the analysis of Apple s TV advertisements, which are showing high brand awareness, we tried to find out the connection with brand identity. Advertisements in Apple s corporate history were analyzed through rhetoric, and through this, the association between corporate brands, product characteristics, advertising meaning, and advertising expression techniques was investigated. It analyzed how investigative methods such as comparative method, emphasis method, and change method are visually expressed and how the surrealist perspective is expressed. As a result of the analysis, first, imprinting messages by repetition, second, surrealistic expressions to express innovation, third, aesthetic value expressions through various design expression techniques, fourth, simplicity by omission, and comparative advertising strategies using comparison methods such as metaphors. This is similar to the known Apple image and strategy, and the results of this study could serve as the basis for visual rhetorical expression for advertising expression.

A makeover for Dudley’s Q+

Theoretical basis The Dudley Beauty case illustrates a contemporary branding, management and marketing challenge facing many companies that are 50 plus years old. Movahhed (2016) highlights the six elements to consider during brand strategy: the target audience, the brand promise, brand perception (past, current and future), brand values, brand voice and brand positioning. The times have changed with changing macroenvironmental factors including political, economic, sociological, technological, legal and other environmental (PESTLE) changes that affect a business but which the business does not directly control. Research methodology The case is based upon an interview with Dudley Beauty CEO and President Ursula Dudley Oglesby and secondary sources. Case overview/synopsis The “A Makeover for Dudley’s Q+” case explores the challenges of a second-generation textured hair care and personal care company in the direct selling channel as it faces an aging market and changing business and economic environment. A Black-owned company, begun in 1967 by her parents, Dudley Beauty is led by the founders’ daughter, Harvard College and Harvard Law School-educated, Ursula Dudley Oglesby. At over 50 years old, the company has continually created new textured hair products and has high brand awareness among older Black consumers but has not adequately addressed changing hair trends and shifting communication preferences of younger consumers. The company is at a critical point needing to reach a younger, larger market to survive. The business situation supports marketing, management, strategy, and/or entrepreneurship undergraduate students in understanding how macroenvironmental forces and internal structures affect businesses. Complexity academic level This case is intended primarily for use by undergraduates in a variety of courses. It is suitable for courses in Principles of Marketing, Entrepreneurial Marketing, general Entrepreneurship and Marketing Strategy courses covering topics such as direct selling, the role of environmental factors in business, rebranding efforts using digital and social media marketing and women/minority business owners.

Research on the Mechanism of Consumers' Purchase Intention under the Xinjiang Cotton Incident

Under the brand crisis triggered by the Xinjiang cotton incident, the study selected foreign brands MUJI and H&M, which have high brand awareness, and explored the mechanism of different brand crisis response strategies on Chinese consumers’ purchasing intentions, and explored in-depth the mediating effect of consumer emotions in this process, and constructed a structural equation model. The research result illustrates the correlation between emotions and corporate brand crisis response strategies and attitude towards China. It as well explains how consumer emotions play a mediating role between corporate brand crisis response strategies and purchase intentions. The study also found that consumers’ negative emotions have a deeper impact on their purchase intentions. The research has fully demonstrated the internal emotions and behavioral mechanisms of consumers, guiding companies to choose appropriate response measures, clarifying corporate political positions and attitudes, and implementing appropriate corporate brand crisis strategies.

The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table

Haroo Table is an online bakery shop in Surabaya. Haroo Table’s promotional activities turns out is not enough to make company become the first choice because of competitors that has higher brand awareness. The purpose of this research is to find out the effect of social media marketing on purchasing decisions with brand awareness as mediation on Haroo Table. The population in this research is 112 people who following Haroo Table's Instagram and make transaction at least once. The sample that is taken for this research is 88 respondents with purposive sampling method and Slovin. Primary data collection technique is like questionnaires with Likert Scale and secondary data is like internal company data, competitor data and related literature. Data analysis technique uses SEM-PLS. Based on the results of the analysis, it is found that (1) social media marketing has a significant positive effect on Haroo Table brand awareness, (2) social media marketing has a significant positive influence on Haroo Table’s purchase decisions, (3) brand awareness has a significant positive influence on Haroo Table’s purchase decisions and (4) brand awareness can mediate the effect of social media marketing on Haroo Table’s purchase decision.

Creating a parasocial relationship on social media: luxury brands playing cute in China

ABSTRACT This study provides evidence that ‘cuteness’ glamorizes Chinese consumers’ affective experience with a luxury brand in a social media context. Using systematically developed advertising stimuli and a nonstudent sample of 723 Chinese residents, the main experiment demonstrates that cute images featured in a social media post can engage consumers in a ‘quasi social interaction’ with a luxury brand with relatively low recognition. Once initiated, this parasocial interaction drives attributions of brand personality, encouraging greater brand admiration. However, this sequential order is absent in the high brand awareness condition. Our findings provide insights into anthropomorphism by examining an important advertising strategy-cuteness in luxury marketing in China. Our study offers a more nuanced understanding of the impact of cuteness on people’s attitude toward the brand by examining the mediating roles of parasocial interaction and brand personality.

The Influences of Brand Awareness on Consumers' Cognitive Process: An Event-Related Potentials Study.

Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain. Using event-related potentials (ERPs), the influences of two different brand awareness on consumers’ cognitive process was investigated. Phone pictures with high or low brand awareness and girl pictures were used to carry out this experiment research. An amended oddball task was designed in which girl photos were taken as target stimuli, and phone pictures were taken as non-target stimuli. Subjects were asked to identify the girl pictures. Smaller ERPs components N2 and P3 along with high brand awareness phone pictures were found compared to the low brand awareness ones. The amplitude variation in N2 and P3 indicated that the cognitive process of identification and attention distribution were changed along with the magnitude of brand awareness, which meant consumers could allocate different attention resources to distinguish high or low brand awareness product unconsciously. This may indicate the identification and attention distribution caused by brand awareness can be detected by N2 and P3, and event-related potentials methodology may be a sensitive measurement technique for brand awareness.