Brand Image Research Articles

Unveiling the Country’s Brand Image in the Egyptian Context

Unveiling the Country’s Brand Image in the Egyptian Context

The Influence of Brand Image and Electronic Word of Mouth on the Purchase Intention by Data Packages IM3 Prepaid Card for Generation Z in Surabaya

The Influence of Brand Image and Electronic Word of Mouth on the Purchase Intention by Data Packages IM3 Prepaid Card for Generation Z in Surabaya

The Impact of Luxury and Sports Brand Collaboration Product Attributes on Consumers’ Purchase Intentions -Focusing on the Mediating Effects of Brand Image and Brand Preference-

The Impact of Luxury and Sports Brand Collaboration Product Attributes on Consumers’ Purchase Intentions -Focusing on the Mediating Effects of Brand Image and Brand Preference-

SNS화장품 광고에서 화장품구매행동, 소비성향, 외모관심도가 추천의도에 미치는 영향에 관한 연구 : 광고모델 매력성의 조절효과를 중심으로

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.

경차 브랜드의 헤드라이트에 적용된 디자인 조형성이 소비자 만족도 및 구전의도에 미치는 영향

Design is an important factor in the compact car market beyond economic feasibility and practicality, especially headlights that determine the first impression of the vehicle and greatly influence the brand image. The purpose of this study is to analyze the effect of design formativeness applied to the headlights of compact car brands on consumer satisfaction and word-of-mouth intention. To this end, case studies and empirical studies were conducted on major domestic compact car models, and structural equation model were used for the data collected through the survey. As a result of the study, it was found that formative factors such as form, size, and space of compact car headlights had a positive effect on consumer satisfaction, and this satisfaction led to positive word-of-mouth intentions of consumers. On the other hand, the material factor had no significant effect. This result suggests that compact car manufacturers should emphasize visual elements and move toward improving the consumer experience when developing design strategies. In addition, it was confirmed that there is a need to strengthen strategies to promote positive word-of-mouth by efficiently allocating design resources. In conclusion, in order to secure competitiveness in the compact vehicle market, a strategic approach that considers design originality and technical efficiency at the same time is needed, and it will be important to consider customized marketing strategies that consider the characteristics and strengths of each vehicle.

The Emergence of "Terroir" Cosmetics: Catalysts for Territorial Marketing and Regional Identity

The marketing of products based on local resources and traditional know-how, commonly referred to as "terroir" cosmetics, plays an essential role in regional marketing. These products serve to reinforce regional identity and boost the local economy. Such products, situated within the context of their place of provenance, serve to accentuate the distinctive cultural and natural attributes of a region, thereby facilitating the formation of a robust brand image. Such products respond to the growing consumer demand for authentic, natural and environmentally-friendly products, while supporting the local economy by creating jobs and developing regional businesses. Furthermore, these products attract tourists by offering an immersive and distinctive experience, linked to the discovery of local traditions and artisanal manufacturing processes. However, their success depends on a well-planned strategy to overcome the challenges of distribution, regulation and competition. In conclusion, " terroir" cosmetics are a powerful tool for promoting a region, but their implementation requires careful attention to ensure their long-term positive impact.

ANALYSIS OF SERVICE USAGE DECISIONS AND BRAND IMAGE ENHANCEMENT AT COURTESY AGENTS IN BATAM CITY

Marketing strategies have to evolve to increase service usage decisions and the company's brand image. In previous studies, it was stated that digital marketing, price, and trust were proven to influence service usage decisions and brand image. This study also aims to examine the effect of digital marketing, price, and trust on service usage decisions and brand image at Courtesy Agents, so that Courtesy Agents management can develop the right strategy to increase customers and brand image. By using quantitative methods and SmartPLS to analyze data obtained through questionnaires with respondents who are customers of Courtesy Agents services in making work permits for foreign workers, this study obtained the results that it is true and proven that digital marketing, price, and trust have a positive and significant effect on service usage decisions and brand image at Courtesy Agents, except for the price variable which has no significant effect on brand image.

The Influence of Product Quality, Brand Image, and Online Consumer Review on Purchasing Decision for The Originote Products

The Influence of Product Quality, Brand Image, and Online Consumer Review on Purchasing Decision for The Originote Products

The Influence of Changes in the Logo and Slogan of PT Aplikasi Karya Anak Bangsa on Achieving Brand Image Among Consumers in Medan City

This study aims to analyze the effect of changing the logo and slogan of PT Aplikasi Karya Anak Bangsa on the achievement of brand image among Medan city consumers. The theory used in this study is the theory of communication, new media, advertising, brand, rebranding and brand image. The research method used is a quantitative method with explanatory research. The population in this study are consumers of theGojek application in the city of Medan. The sampling technique uses the Taro Yamane formula so that a total sample of 100 respondents is obtained with the sample criteria, namely consumers of the Gojek application in the city of Medan who know the changes to the Gojek logo andslogan. The data collection technique used in this study was field research by distributing questionnaires and library research. The data analysis technique used is descriptive analysis, classical assumption test, multiple linear regression analysis and hypothesis testing. The results showed that there was an effect of changing the logo and slogan of PT Aplikasi Karya Anak Bangsa on the achievement of brand image among Medancity consumers. The magnitude of the influence or the coefficient of determination of changes in the Gojek logo and slogan on brand imageachievement is 46.2%, which means the correlation is quite significant, while the remaining 53.8% is the influence of other factors not examined in this study such as service quality, trust, reliability and speed.

The Importance of Brand in Medical Tourism

Medical tourism, which is becoming more popular every year, represents a significant segment of global tourism. This trend is driven not only by the growing number of patients seeking better, faster, or more affordable healthcare but also by increasing globalisation and the greater availability of information. In the context of the Czech Republic, where the number of international patients has significantly increased over the last decade, it is essential to understand the role that the brand image of healthcare facilities plays in the decision-making process of these patients. Based on the research conducted, it can be concluded that the key factors influencing the choice of a healthcare facility are the quality of services, safety, and modern equipment. Price and speed of service also play an important role, with patients particularly appreciating a good value-for-money ratio. The importance of communication and customer service is also evident, as effective and high-quality communication can significantly strengthen the brand image and patient trust. The research results suggest that although word-of-mouth and personal recommendations are important, their effect is not statistically significantly greater than that of the marketing communication of a given healthcare facility. This indicates that it is important for healthcare providers to address both forms of communication equally. In conclusion, it can be said that a strong brand image of a healthcare facility, built on quality, safety, and effective communication, plays a key role in attracting foreign patients as part of medical tourism. Healthcare providers should actively develop these factors to be able to compete in the ever-growing medical tourism market.

Creative City Brand Building on Social Media Platforms

With the advent of the digital age, social media has become an important tool to shape the image of a city's brand. This paper aims to explore how to use social media platforms to build creative city brands, so as to enhance the attractiveness and competitiveness of cities. Through the study of many successful cases at home and abroad, combined with the theory of social media communication and the theory of urban brand image, this paper analyzes the mechanism of social media in urban brand promotion. The research adopted a combination of quantitative and qualitative methods, including online questionnaire survey, social media data analysis and in-depth interviews, to collect and analyze relevant data. The results show that social media can not only increase the visibility of cities, but also promote cultural exchanges and economic cooperation. In addition, the study found that personalized content creation, interactive user engagement, and sustained brand storytelling are key factors for successful city branding on social media. Finally, this paper puts forward suggestions on social media marketing strategies for different types of cities, and points out that future research should pay attention to the impact of changes in social media platform algorithms on the effectiveness of urban brand communication. This study provides a practical reference for city managers to promote city image more effectively in the new media environment.

Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

Impact of Reputation and Brand Image on the Intention to Purchase Educational Services in Private Universities in Perú

In Peru, higher education has experienced significant growth due to the fact that public universities are unable to meet the demand of many young people who wish to pursue a university degree. In this context, the reputation and brand image of private universities are key factors in students’ choice of where to pursue their academic education. The objective of this study is to evaluate the influence of brand image and reputation on the purchase intention. This study has a quantitative approach, a non-experimental cross-sectional design, and an explanatory level through a structural equation model. The study sample is made up of 381 students from 3 private universities in the capital of Peru. The results of the theoretical model were accepted because the RMSEA and SRMR values are very close to zero, the CFI =1, Chi-square (X^2)= 0.000116, and the (df)=1. Also, a high correlation was found between reputation and brand image (β=0.793). It is concluded that a strong brand image together with a favorable reputation contribute considerably to explain the variability in the purchase intention and the successful performance of Peruvian private universities.

The Role Of Brand Image In Mediating The Influence Of Green Products On Purchasing Decisions (A Study On Consumers Of Pt. Work By Pak Oles Soccer)

Environmental damage caused by non-recyclable materials is an opportunity for business people to create environmentally friendly products. This study aims to explain the influence of green products on purchasing decisions, the influence of green products on brand image, the influence of brand image on purchase decisions, and the role of brand image in mediating the impact of green products on the purchase decision of PT. Karya Pak Oles Tokcer. The method of determining the sample in this study is non-probability sampling using the purposive sampling technique so that the sample involved in the study is 100 people. The analysis techniques used are path analysis and mediation role testing. The results show that green products have a positive and significant effect on purchasing decisions; Green products have a positive and significant impact on the brand image; the brand image has a positive and significant effect on product purchase decisions; the Brand image can mediate part of the influence of green products on purchasing decisions. The practical implications of this research can make a valuable contribution to the management of PT. Mr. Oles Tokcer in improving consumer purchasing decisions for PT. Karya Pak Oles Tokcer.

The Influence of Product Quality, Price and Brand Image on Purchase Decisions of Indosat Ooredoo Prepaid Cards in Makassar City

The Influence of Product Quality, Price and Brand Image on Purchase Decisions of Indosat Ooredoo Prepaid Cards in Makassar City

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Physical evidence, branding, and behavior intention: Differential policy in integrated resorts marketing

This study explores and evaluates the physical evidence construct in integrated resort marketing. It contributes to the stimulus-organism-response (SOR) theory by introducing the concept of physical evidence and developing a novel framework in the context of integrated resorts. This conceptual framework enhances academic understanding of the relationship between physical evidence, branding, and the behavioral intention of tourists. The results indicate that physical evidence positively impacts brand image, brand experience, and impulsive gambling; moreover, the study reveals that both brand image and brand experience partially mediate the relationship between physical evidence and gambling behavior. In terms of practical implications for service organizations, this study suggests integrated resorts should prioritize the development of physical evidence as a distinctive marketing policy. By incorporating physical evidence into the customer brand strategy, integrated resorts can create long-term impacts on brand image and brand experience, ultimately influencing gambling behavior among tourists and visitors.

The Influence of e-WOM, Brand Image and Bandwagon Effect on Decisions to Purchase Korean Street Food Family Mart Products

This research aims to determine the influence of the variables E-WOM, Brand Image, and Bandwagon Effect on purchasing decision variables for Korean Street Food FamilyMart products. The analysis and testing method used in this research is multiple linear regression analysis. The data used in this research is primary data collected through questionnaires distributed to 114 respondents who are the sample for this research whose criteria are STIAMI students who have purchased Korean Street Food FamilyMart products. The assessment scale in the questionnaire uses a Likert scale with a score range of 1 to 5. Data processing is assisted by the Stata application version 17. The results of this research are: 1). E-WOM does not have a positive and significant effect on purchasing decisions for Korean Street Food products at FamilyMart, 2). Brand Image does not have a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart, 3) the bandwagon effect has a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart.

Antecedents for Consumer’s Switching Behavioural Intention Retail Banks in Zimbabwe: Integrating the Theory of Planned Behaviour

The purpose of this research is to examine the antecedents of the behavioural intention of consumers to switch a retail bank for another in Zimbabwe. The study used positivism research philosophy where quantitative data was collected from a purposively chosen sample of 150 participants. Data was analyzed using logistic regression equation with two dependent variables. Our study confirms the probability of switching retail banks in Zimbabwe was driven by factors such as; brand image, changing demographics, brand loyalty, brand image, ease of use, and the perceived usefulness. The recommends that retail banks should invest more in building brand image to retain loyal customers. A combination of technological innovations and transaction cost reductions could help to increase brand loyalty, brand image, and the attraction of new customers while retaining the old ones. The study contributes to the literature on bank switching behaviour by pioneering the use of binary choice models.

From Deception to Redemption: Analyzing Volkswagen’s Reputational Journey Post-Dieselgate

The Volkswagen emissions scandal, or "Dieselgate," inflicted a severe blow to the company's reputation and financial standing. This research paper explores Volkswagen's journey from deception to redemption, analyzing its strategies to rebuild trust and restore its brand image. The study employs a mixed-method approach, incorporating qualitative analysis of media coverage and corporate communications alongside a quantitative assessment of stock prices and consumer sentiment data. Findings reveal a complex reputational trajectory, starting with initial denial, progressing to a reluctant acceptance of responsibility, and culminating in proactive measures to regain stakeholder confidence. While Volkswagen has made notable strides in its recovery, the lingering impact of the scandal underscores the formidable challenge of repairing a tarnished reputation. In conclusion, this research provides valuable insights into crisis management, corporate social responsibility, and the dynamics of reputational recovery in the digital age, highlighting the importance of swift action, transparency, and a genuine commitment to change.