Brand Image Research Articles

Corporate Social Responsibility and Brand Image Construction: Case Analysis and Strategy Suggestions

CSR is not only a gesture of the enterprise, but also a embodiment of its internal values and business philosophy. It covers environmental protection, labor rights and interests, social welfare and other aspects, requiring enterprises to actively assume social responsibilities while pursuing economic benefits. The brand image is the comprehensive impression of enterprises in the eyes of consumers, and it is an important part of the intangible assets of enterprises. A good brand image can significantly enhance the market competitiveness of enterprises and attract more loyal customers.CSR is the key to measure the comprehensive strength of an enterprise, which is not only related to the bottom line of corporate ethics, but also profoundly affects the brand image and market competitiveness. Through detailed case study, this paper reveals the subtle connection between CSR and brand image, and puts forward the strategy of brand image construction based on CSR, to provide strong support for enterprise practice.

The Influence of Brand Image, Product Innovation, and Marketing Content on Purchasing Decisions Honda Scoopy Motorbikes in Denpasar City

Changes in consumer preferences in the motorcycle industry demand companies to enchance their marketing strategies to meet the need for efficient transportation amidst intense market competition. Denpasar serves as a prominent commercial hub, facilitating the acquisition of information. This research carried out in Denpasar, a city divided into four districts, with the objective of evaluating the impact of brand image, product development, and marketing content on the purchasing decisions for Honda Scoopy scooters in the region. A quantitative, descriptive research approach was employed. The target population included motorcycle riders who did not currently own a Honda Scoopy. A purposive sampling method was utilized, resulting in a sample 100 respondents. Data were collected using a structured survey consisting of 18 questions designed to measure each variable. The responses from the 100 participants were analyzed using multiple regression analysis with SPSS Statistics 26. The results indicate that brand image substantial impacts on consumer decision-making. Marketing content also affects these decisions, while product innovation has a substantial and positive effect on purchasing choices. The coefficient of determination (R²) is 73.4%, suggesting that brand image, product innovation, and marketing content collectively explain 73.4% of the variance in purchasing decisions. Factors that are not included in the regression model have an impact on the remaining 26.6%. Therefore, can surmised that brand image, product development, and marketing content significantly impact purchasing decisions.

해안관광도시 브랜드 이미지 디자인 비교분석 - 중·한 해안관광도시 중심으로

With the increasing number of tourists, cities with different characteristics have explored their own urban characteristics and established a unique brand image. Coastal tourism cities have distinctive characteristics and concentrated industries, which tend to cause problems such as the repetition of elements and colors when creating brand images, and it is difficult to reflect the differences and uniqueness between cities. Based on previous relevant theoretical studies, this study makes a comparative analysis of the design elements of the brand image of the coastal tourism cities of China and South Korea in combination with the characteristics of the cities themselves, and proposes the development direction of the brand image of the coastal tourism cities of China and South Korea through the analysis results, so as to promote the further improvement of their brand image and bring more tourism resources.

Pengaruh Green Marketing, Brand Image dan Product Quality Terhadap Keputusan Pembelian Tupperware di Kota Mataram

This research is backed by environmental issues and plastic waste that can cause damage to the environment, thus requiring environmentally friendly products that can reduce the use of single-use materials with good quality and safe for long- term use. This research aims to determine the influence of Green Marketing, Brand Image, and Product Quality on the purchasing decisions of Tupperware products in Mataram City. By using a sample of 100 respondents from Mataram city, this research found that Green Marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions, while Product Quality does not show a significant influence. These results indicate that Green Marketing and brand image are effective in increasing purchasing decisions, while product quality may not be effective in increasing the purchase decisions of Tupperware products in Mataram city.

The Influence of Brand Image, Price Perception, and Local Wisdom-Based Promotional on Buyer's Decision

This study analyzes the influence of brand image, price perception, and local wisdom-based promotional strategies on the purchasing decisions for Tebo Riski Danang batik in Tebo Regency, Jambi Province. Tebo batik is unique, and Rumah Batik Riski Danang stands out by producing and marketing it, highlighting the region's history and distinctiveness. The research employed a quantitative method with questionnaires distributed to 255 respondents in Tebo Tengah District. The analysis included validity, reliability, correlation, and multiple linear regression. The findings revealed that brand image negatively impacts purchasing decisions, while price perception has a positive influence. However, the promotional strategy does not significantly affect purchasing decisions. Simultaneously, the three variables together significantly influence purchasing decisions. Brand image, price perception, and promotional strategy explain 41.4% of the variation in purchasing decisions, with other factors accounting for the remaining 58.6%. In conclusion, brand image and price perception are crucial in shaping purchasing decisions for Tebo Riski Danang batik, while the promotional strategy has no significant impact.

BRAND IMAGE OF CONSUMERS TOWARDS E-COMMERCE COMPANIES

This research paper mainly focuses on brand image of consumer towards e-commerce companies like Amazon, Flipkart and Snapdeal. Nowadays online consumer are increasing and penetration of internet and smart phones in rural areas are also increasing. So, for the e-commerce companies it is essential to understand various factors that affect brand image and consumer satisfaction. For this research paper total 500 respondents have filled structured questionnaire in the Gujarat. Analysis of primary data conducted on SPSS software. Regression analysis conducted for Amazon, Flipkart and Snapdeal. After analyzing age and gender wise data, overall satisfaction among consumer is highest among Amazon than Flipkart and least in Snapdeal. This study attempts to apply the concept of brand image to the e-commerce companies setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.

The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City

One of the cake shops in Pekanbaru is Viera Cake House. There is a phenomenon related to the decline in the level of customer satisfaction at Viera Cake House. Low customer satisfaction will have an impact on decreasing purchasing decisions at Viera Cake House. This research aims to see the influence of brand image, product quality, and social media promotion on customer satisfaction through purchasing decisions at Viera Cake House in Pekanbaru City. The number of samples taken in the research was determined using the Lameshow formula and a sample of 100 consumers was obtained. The data analysis method used is Structural Equation Model (SEM) using SmartPLS software. The test results showed that brand image, product quality and social media promotion had a positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Product quality and social media promotion have a positive and significant effect on customer satisfaction through purchasing decisions. Brand image does not have a significant effect on customer satisfaction through purchasing decisions.

Developing Brand Image (DeBI) dalam Membangun Citra Positif Lembaga Melalui Media Sosial

MAS Mirqotul Ulum faces challenges in developing its institution's brand image, especially through social media. Despite having a good reputation at the local level and having adequate facilities to support the development of its brand image, the madrasah has not fully utilized digital platforms to reach a wider audience and is still unable to formulate and implement effective strategies through social media. Facilities such as computer labs and good internet access can actually be used for digital marketing and content creation activities. Based on these conditions, it is important to implement the Developing Brand Image (DeBI) Program to build a positive image of the institution through social media at MAS Mirqotul Ulum Banyuanyar Probolinggo. Through four stages consisting of needs and potential analysis, training and workshops, strategy implementation, and evaluation and monitoring, the DeBI program has provided a strong foundation for MAS Mirqotul Ulum to continue to develop in the digital era. An in-depth SWOT analysis, effective training, and a targeted implementation strategy all contribute to the program's success. With the results achieved, MAS Mirqotul Ulum now has strong capital to continue and develop its digital communication strategy in the future.

Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Pupuk Anorganik (Kasus : Desa Srimulyo Dan Sukodono, Kecamatan Dampit)

Inorganic fertilizers are currently still widely used and are the main choice for farmers because they can increase crop productivity. Companies need to pay attention to consumer orientation, which is related to how to find the target market, needs and convince consumers to make a purchase. This study aims to analyze the influence of brand image, price, review, ecology, and credibility on the decision to purchase inorganic fertilizers by coffee farmers. The locations taken are Srimulyo and Sukodono villages, Dampit District, considering that the village is the largest coffee-producing village in Malang. Purposive sampling was used for sampling as many as 35 coffee farmers with the provision of using and purchasing inorganic fertilizers. The data used in the study is primary data collected through surveys with observations, interviews, questionnaires and documentation. The research uses SEM (Structural Equation Modelling) data analysis with the PLS (Partial Least Square) approach, and conducts data analysis with the help of SmartPLS 4.0 software. The results of the analysis of respondent characteristics showed that most coffee farmers were dominated by men and the level of education of farmers varied from elementary to bachelor's degree. Most of the respondents' farming experience was from 1 to 50 years with a maximum land area of 2 ha. Testing the inner model obtained a determination coefficient (R-Square) of 60.1% brand image, price, reviews, ecology, and credibility were able to explain the influence on the decision to purchase inorganic fertilizers by farmers. The results of bootstrapping data showed that brand image and ecological had a significant negative effect and reviews had a significant positive effect on the decision to purchase inorganic fertilizers. Factors that do not affect the decision to buy inorganic fertilizers are price and credibility

Strategi Kepala Madrasah Dalam Membangun Brand Image Madrasah

This research focuses on the madrasa head's strategy in building an image of the madrasa. Brand Image is a set of assumptions that exist in the minds of consumers about a brand which is formed from various sources. In building a brand image, a strategy is needed. Strategy is a method used to mobilize all the capabilities of all the resources available in the organization so that they can work together to achieve the goals that have been set. This research uses a descriptive qualitative method involving data collection techniques in the form of in-depth interviews, observation, and document analysis. The results of this research are: 1. There are stages in determining a madrasa head's strategy: (a) Formulate a strategy before it is determined so that it is easy to analyze strengths and opportunities. (b) Invite all members to be involved in implementing the agreed strategy, and the creativity of madrasah heads continues to develop. (c) Evaluation of the implementation and implementation of strategies that have been carried out together. 2. Brand images that are being built are Images of adiwiyata, sports madrasas, Islamic boarding school-based madrasas, and arts madrasas. 3. Strategy for madrasa heads to build brand image: (a) Increase accreditation. (b) Improving educator performance. (c) Increasing student achievement. (d) Improving programs in madrasas 4. Factors forming perceptions of educational institutions: cultural background, past experiences, and developing news

Influence of brand image and word of mouth on purchase decisions at the 3 Second Fashion Store in Palangka Raya City

This research investigates the impact of brand image and word of mouth on consumer purchasing decisions at Toko Fashion 3Second in Palangka Raya. With the rapid growth of the fashion industry and the influx of various distribution outlets (distros) in Indonesia, this study highlights the competitive dynamics and consumer behaviour in the local context. Brand image and word of mouth have been identified as significant factors influencing consumer choices and loyalty. These are crucial for distros like Toko Fashion 3Second to thrive in a saturated market. This thesis utilizes quantitative analysis methods, with data gathered from consumer surveys and sales records, to explore the relationship between these variables and purchasing decisions. The findings indicate that both brand image and word of mouth significantly affect consumer decisions, guiding distros in refining their marketing strategies to enhance customer satisfaction and brand loyalty. The implications of this study extend to the strategic management of brand reputation in the highly competitive fashion industry

A Comparative Analysis of MultinomialNB, SVM, and BERT on Garuda Indonesia Twitter Sentiment

This study investigates customer sentiment towards Garuda Indonesia Airlines (GIA) using sentiment analysis of Twitter data. The research aims to identify prevailing sentiments, uncover common themes in customer feedback, and provide recommendations for improving customer satisfaction and brand loyalty. A dataset of 1,250 tweets from March 2007 to July 2024 was collected and pre-processed, including cleaning, language detection, and tokenization. Sentiment analysis was conducted using three models: MultinomialNB, SVM, and BERT.The results indicate that BERT outperformed both MultinomialNB and SVM in sentiment classification accuracy, achieving 75.6%. This highlights the effectiveness of BERT in capturing contextual meaning within customer reviews. The findings of this research will contribute to a deeper understanding of customer sentiment towards GIA and inform strategies for enhancing customer experience and brand image.

The Influence of TripAdvisor Reviews and Social Media Marketing Through Instagram on Brand Image at InterContinental Bali Sanur Resort

The Influence of TripAdvisor Reviews and Social Media Marketing Through Instagram on Brand Image at InterContinental Bali Sanur Resort

Effect of Badminton Equipment Brand’s SNS Marketing on Brand Image and Consumer Purchase Intention

Effect of Badminton Equipment Brand’s SNS Marketing on Brand Image and Consumer Purchase Intention

The Influence of Product Quality, Brand Image and Digital Marketing on Purchasing Decision for Indomie Products in Banjarnegara

The Influence of Product Quality, Brand Image and Digital Marketing on Purchasing Decision for Indomie Products in Banjarnegara

생성형 AI를 활용한 광고디자인 연구 - 광고디자인 요소에 따른 생성형 AI 영상광고 사례 분석을 중심으로

This study aims to examine the characteristics of AI and image Generative AI as an advertising design study using AI, extract advertising design elements as AI media based on prior research, and analyze the latest Generative AI video advertisement cases to suggest the design direction of image-generating AI video advertisements in the future. As a result of the study, it was confirmed that the first spatial factor plays a very important role in image Generative AI video advertising, and as a result of the case analysis, it was analyzed that the spatial factor was more prominent in AI advertising of corporate or brand images (cases 1 and 3). Second, as a result of case analysis of shape elements, it was found that shape elements were more prominent in shorts advertisements (cases 2 and 4). Third, as a result of case analysis of the time factor, the effect of playback time was similar. In the time element, it was analyzed that the dynamics according to the strength and weakness of message delivery and the appropriate expression method according to the story line are important. The significance of this study is to extract and analyze objective advertising design elements for image Generative AI video advertisements, which have recently become a hot topic. The limitation is that there were not many targets for case analysis of video advertisements using image Generative AI, so meaningful data were somewhat insufficient. It is expected to be supplemented through future research.

The effects of Live Commerce Characteristic on Brand image, Trust and Repurchase Intention

The effects of Live Commerce Characteristic on Brand image, Trust and Repurchase Intention

Does Environmental, Social and Governance Disclosure Practices Promote Customer Brand Perception? The Moderating Effect of Customers’ Sustainability Responsiveness

Environmental, social and governance (ESG) aspects have garnered considerable attention in corporate management on a global scale in recent times. As a result, researchers have paid notable attention to this subject. Though numerous studies have already explored various aspects of ESG in the context of emerging economies like Bangladesh, there is limited evidence on whether ESG practices promote customer brand perception (CBP). This study measures the impact of ESG on CBP deploying structural equation modeling in an emerging economy by analyzing the responses of 450 samples in accordance with the philosophies of triple bottom line theory and signaling theory. The results indicate that sustainability responsiveness, social and environmental disclosure practices, and CBP are positively impacted. Customers’ enhanced level of sustainability responsiveness strengthens the influence of governance disclosures in choosing a brand, while weakens the impact of environmental and social disclosures. However, the study concludes there is no significant effect of governance disclosures on CBP. The findings also reveal that social issues have the strongest impact on CBP among the ESG parameters. As sustainability concerns increase, customers either demand more sustainability performance from brands or their impression of the brands declines correspondingly. The study outlines a customer’s viewpoint on the requirements of ESG and sustainability concerns, which will contribute organizations to adopt appropriate ESG strategies and address sustainability challenges to win over customers and strengthen their brand image.

Development of Community Economic Potential through Soybean Commodities in Sidorukun hamlet, West Stabat Lama Village, Langkat Regency

Most of the people in Sidorukun Hamlet depend on their livelihoods through the soybean commodity business which is then produced into tempeh, tofu, soy milk and tempeh crackers. This research aims to find soybean commodity products that have the most potential in developing the community's economy, as well as ways to increase the selling power and quality of soybean commodity products. This research is descriptive research using a qualitative approach. Data collection techniques in this research were carried out through observation and interviews. There were 6 informants in this study. The soybean commodity with the most potential is tempeh crackers, due to its longer shelf life and flexibility in distribution. To increase selling power, this can be done through e-commerce, diversifying products and brand image. In improving product quality, producers must have high quality human resources and routine quality control.

Strengthening Brand Image and Loyalty for The Domestic Market at The Apurva Kempinski Bali

Purpose: This research aims to engage the brand image and brand loyalty of The Apurva Kempinski Bali in the domestic market in the context of the COVID-19 pandemic. It concerns strategies adopted by the hotel to sustain its operations amidst changing market conditions. Research methods: Qualitative methods such as interviews and observations were used to understand the challenges faced by the tourism industry in Bali and to identify effective strategies employed by businesses like The Apurva Kempinski Bali. Quantitative methods, such as data analysis of reviews and social media engagement metrics, were used to assess the hotel's performance and customer satisfaction. Result and discussion: The COVID-19 pandemic significantly affected Bali's tourism industry, leading to a reliance on domestic tourists to sustain the local economy. The Apurva Kempinski Bali became popular among domestic tourists, emphasizing local expertise and showcasing Indonesia's cultural richness. Implications: The hotel received overwhelmingly positive reviews, indicating high satisfaction among guests, mainly domestic tourists. Active engagement on social media platforms and prompt responses to customer queries were identified as effective strategies for enhancing customer engagement and loyalty.