Improve Brand Awareness Research Articles

Strategies to Change Brand Association Towards Prada

Prada is a famous Italian luxury brand, which had made itself hit by black nylon bags, and“killer”bags in the past years. In recent years, Prada’s performance declined gradually. The covid-19 led the Chinese to buy luxury products in China instead of in foreign countries. Meanwhile, in the luxury fashion industry, the proportion of younger customers is increasing. The purpose of this study was to explore how to change customers' brand association with Prada. This paper further develops past research on the brand association by adding brand position as an independent variable. Some data analyses were performed using SPSS 23. This research concluded that brand position, brand awareness, and brand experience affect brand association. In addition, brand experience affects brand association the most. Thus, it is useful for Prada to change customers' brand association by changing its brand position through some marketing devices which can also improve brand awareness and enhance the brand experience. This research also refers to some specific advice for Prada in the end.

Education on the use of digital marketing to increase brand awareness in BL store products in Wajo Regency Indonesia

This study aims to find out the level of education on the use of digital marketing in BL stor in increasing brand awareness. The data collection techniques used are primary and secondary data. The approach used is the qualitative approach. The results showed that digital marketing affects brand awareness where products displayed on social media tend to be easily remembered by consumers. Good product quality also helps in improving brand awareness.

Proposed Integrated Marketing Communication Strategy to Promote Brand Awareness of Online Learning Portals: Study of MOJADIAPP.COM

Indonesia as one of the largest countries in the world, with a projected population of 274 million people in 2020, will enjoy a demographic dividend in 2030-2040. Amidst the Covid-19 Pandemic, this opens new opportunities for those in the education sector to develop a feasible business in online learning. New players in the online learning industry face tough competition with over 200 existing local brands in the country. Strong brand awareness is needed to be recognized and thus compete in the existing competition. This paper aims to find an appropriate marketing strategy to improve brand awareness. For analysis, the researchers use a market survey to understand the preferred marketing strategy from a customer’s point of view, and interviews with the founders of Mojadiapp.com, a newly developed online learning portal based in Indonesia, understand the internal and external condition of the company. The study shows that Integrated Marketing Communication could help improve brand awareness for these new players.

¬¬¬¬Proposed Integrated Marketing Communication Strategy to Promote Brand Awareness of Online Learning Portals: Study of MOJADIAPP.COM

Indonesia as one of the largest countries in the world, with a projected population of 274 million people in 2020, will enjoy a demographic dividend in 2030-2040. Amidst the Covid-19 Pandemic, this opens new opportunities for those in the education sector to develop a feasible business in online learning. New players in the online learning industry face tough competition with over 200 existing local brands in the country. Strong brand awareness is needed to be recognized and thus compete in the existing competition. This paper aims to find an appropriate marketing strategy to improve brand awareness. For analysis, the researchers use a market survey to understand the preferred marketing strategy from a customer’s point of view, and interviews with the founders of Mojadiapp.com, a newly developed online learning portal based in Indonesia, understand the internal and external condition of the company. The study shows that Integrated Marketing Communication could help improve brand awareness for these new players.

Reviving and Improving Brand Awareness As a Construct in Advertising Research

Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand, and purchase intention. In part because of this lack of focus, no universally accepted definition of BA has evolved, and there is a need for greater theoretical development of the concept. In response, this article draws on prior work incorporating current developments in the advertising field to derive the following updated definition of BA: Brand awareness is the likelihood that a person retrieves a brand identifier and a product category or category need from memory across brand-relevant situations. In addition, the article summarizes the trajectory of the use of dependent measures of advertising effectiveness and calls for greater focus on the measurement of BA in its various forms. To this end, the article provides guidelines for measuring BA and specific recommendations to future researchers for including BA in studies of advertising effectiveness.

Research on the Mechanism of Food Endorsement’s Influence on Consumers’ Consumption Psychology

With the development of society, more and more brand spokesmen are used in all kinds of advertisements, and businesses seek the point of agreement with consumers’ psychology from the advertising benefits of spokesmen, and use their advertising images to stimulate consumption, spread brand information, and improve brand awareness, recognition and reputation. Nowadays, celebrities have already stepped out of the TV screen and entered the business world. They attract consumers by means of product endorsement and food endorsement generated by their own public influence, and promote the consumption of the products they endorse, so as to make more profits for businesses. In the complex and changing environment, on the one hand, individuals and enterprises are faced with more and more choices, but on the other hand, their time and energy seem to be more and more limited. To some extent, the corporate image or brand image can be established by establishing the communication relationship between spokespersons and consumers by means of corporate spokespersons. This paper discusses the influence mechanism of food endorsements and celebrity food endorsements on consumer psychology, and then discusses the development strategy of food enterprises.

Reinforcing customer journey through artificial intelligence: a review and research agenda

PurposeThis study defines a three-angled research plan to intensify the knowledge and development undergoing in the retail sector. It proposes a theoretical framework of the customer journey to explain the customers' intent to adopt artificial intelligence (AI) and machine learning (ML) as a protective measure for interaction between the customer and the brand.Design/methodology/approachThis study presents a research agenda from three-dimensional online search, ML and AI algorithms. This paper enhances the readers' understanding by reviewing the literature present in utilizing AI in the customer journey and presenting a theoretical framework.FindingsUsing AI tools like Chatbots, Recommenders, Virtual Assistance and Interactive Voice Recognition (IVR) helps create improved brand awareness, better customer relationships marketing and personalized product modification.Originality/valueThis study intends to identify a research plan based on investigating customer journey trends in today's changing times with AI incorporation. The research provides a novel model framework of the customer journey by directing customers into different stages and providing different touchpoints in each stage, all supported with AI and ML.

The Extended GREEN-A Framework: A Gender Comparison in Consumer Support for Sustainable Businesses Practices

This study analyses the attributes of consumer support for sustainable business practices utilising the GREEN-A model. We formulated three different models to observe the role of gender. Data employed, within the investigation, was obtained through an online survey during 2021 and analysed using partial least squares-structural equation modelling. Findings for all three models confirm that green advertisement practices play the most crucial role in promoting consumer support for sustainable business within Pakistan. Our gender-specific models display that ethical practices are of crucial importance for women, whilst the quality of life is found to be fundamental for men. Based on the study’s findings, firms must communicate their eco-friendly attributes and ethically sourced products to their customers through green advertisement. This strategy will improve brand awareness and ultimately endorse consumer support. In addition, firms should sponsor community-driven events to enhance the quality of life and well-being of the consumers while improving the firm’s image.

Positive effects of negative reviews: an eye-tracking perspective

PurposeA counterintuitive finding of existing research is that negative reviews can produce positive effects; for example, they can increase purchase likelihood and sales by increasing product awareness. It is important to continue highlighting this fact and to develop further insights into this positive effect, as a more thorough analysis can provide online retailers with a more comprehensive understanding of how to effectively manage and use negative reviews. Thus, by using an eye-tracking method, this paper attempts to provide a further thorough analysis of positive effects of negative reviews from a cognitive perspective.Design/methodology/approachAn eye-tracking experiment with two tests over a time delay was performed to examine whether negative reviews have some positive effects. Review valence (positive vs. negative), brand popularity (popular vs. unpopular) and advertising exposure (no repetition vs. repetition) were considered in the experiment.FindingsThe results show that a cognitive process of attention allocation happens when consumers deal with brand popularity cues and that arousal evoking and attention allocation occur when handling review valence. Allocation of more attention to unpopular brands helps improve brand awareness and enhance brand memory, and larger arousal from negative reviews narrows attention and leads to a better memory of products and brands. However, with the passage of time, the memory of review valence can dissociate and fade, and the remaining awareness of and familiarity with unpopular brands with negative reviews contribute to a positive reversion, which leads to the production of positive effects from negative reviews.Originality/valueThis paper contributes to the literature on online reviews by examining the visual processing of review valence and brand popularity with an eye-tracking method and by revealing the cognitive mechanism of positive effects of negative reviews from a visual attention perspective.

STRATEGI PENGEMBANGAN PADI ORGANIK DI KABUPATEN MINAHASA TENGGARA (DEVELOPMENT STRATEGIES OF ORGANIC RICE IN SOUTHEAST MINAHASA DISTRICT

The purpose of this study is to formulate the right strategy to develop organic rice in Molompar Dua Utara Village. This study was conducted in November 2019 to March 2020. The data collection method used was a survey method. The data used in this study was primary dan secondary data. The primary data were obtained through direct interview with 11 respondents using a questionnaire, and the secondary data was obtained from the Agriculture Department of Southeast Minahasa Regency. The result of this study shows the right strategy for the development of Agrobiz Mitra’s organic rice is growth oriented strategy, including: maintaining product certification through the use of quality organic seeds and fertilizers, avoiding products from chemical contamination to maintain consumer safety. Furthermore, expanding the marketing network by holding special markets, collaborating with the Government in setting prices for organic farming products, expanding bussiness by improving brand awareness to expand marketing network. On the other hand, experienced farmer engage in the socialization of organic rice farming.

Digital Transformation 4.0: A Case Study of L.K. Bennett from Marketing Perspectives

Fashion has become the status symbol from last few decades and influencing our lives. Every brand in the fashion industry helps us to attain our own choices. The fashion industry is known for its various brands and their outstanding approaches to fulfil the requirements of market. These available brands are continuously running to improve brand awareness, increase in sales, and expand their profits, for that purpose almost all the brands are implementing their best marketing strategies to capture the market. This marketing plan is providing an efficacious recommendation of marketing strategy for a L.K. Bennett to expand their wings in other countries. The proposal of this marketing plan is based on the analysis of a British affordable brand L.K. Bennett and its marketing environment. In this, marketing plan we are focusing on the brand ‘LK BENNETT’ London which sells women swear. This marketing plan will contribute to the identification of latest marketing trends and most adequate &impactful marketing tools for ‘LK BENNETT’ to achieve the desired results. This brand will execute the developed one-year marketing plan and will make sure the success of presented marketing plan, its strategic performance will be carefully managed and monitored.

Brand Equity and Purchase Decisions on French Fries Product in Indonesia

This study aims to determine the effect of brand awareness, brand associations, perceived quality, and brand loyalty to purchase decisions of French Fries. The research is quantitative and the sampling technique is purposive sampling, with 100 respondents. The researcher applies multiple regression analysis as data analysis techniques. Findings. The results show that all brand equity variables affect to purchasing decision of French fries. To improve brand awareness, corporate needs to advertise products on television and social media such as Instagram or food platforms. For brand association improvement, producers need to create new French Fries flavor. Attractive packaging design and usage instructions for perceived quality improvement. In brand loyalty must maintain consistency of product taste.

Setting the future of digital and social media marketing research: Perspectives and research propositions

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.

The effect of sponsorship on the promotion of sports events

The purpose of this research study was to examine the effect of sports sponsorship on the promotion of sports events. While scholars have explored the main reasons why corporations sponsor sports events, they have not illustrated the overall effects of sponsorship on the promotion of the events and the factors affecting these outcomes. For this study, a quantitative approach with the use of a questionnaire was adopted; data were collected from 400 managers and organisers of sports events. The research questions addressed how the brand image of the sponsors improves when they sponsor sports events and what effect sponsorship has on the success of the events. Our findings showed that businesses that sponsor sports event gain improved brand image, increased exposure to customers and increased sales. Sports event managers and individual players also benefit from sponsorships. The study findings indicated that sponsors give technical, expert and financial support in exchange for improved brand awareness and brand image, which ultimately increases their revenues.

Public Relation Strategy in Improving Brand Awareness of Bright Gas 5,5 kg at PT Pertamina (Persero) Mor III

The purpose of this research was to know the strategies used by public relations of PT PERTAMINA (Persero) MOR III to improve brand awareness of 5,5 Kg Bright Gas product, which was new. The research used a qualitative descriptive method by case studies, which had restricted clearly through the existing focus research. The technique of data collection also acquired through a semi-structured interview, observation, documentation, and research reference. This research would respond to the strategy of public relations of PT PERTAMINA (Persero) MOR III to improve brand awareness of 5,5 Kg Bright Gas product. Attainment from this research told that public relations of PT PERTAMINA (Persero) MOR III have done PENCILS strategy to improve brand awareness of 5,5 Kg Bright Gas product. It concludes that public relations have done all of PENCILS strategy, however, the implementation of the strategy is not yet fully maximum. There are still many things that need to be considered related to planning strategy which is more complete and ready.

Business process reengineering in increase brand awareness SKYZ card

Mandiri SKYZ card (travel card products) is a master card credit card rebranding titanium to facilitate customers who often abroad. This study aimed to analyze the effect of business process reengineering in the face of the offensive marketing to increase brand awareness SKYZ Card. The sample in this study as many as 100 people. The analysis technique used is simple regression analysis. The analysis showed that the business process reengineering significant effect on Brand Awareness SKYZ Card. This shows that the better Business process reengineering can improve brand awareness. Therefore, in the face of the offensive marketing need to design the look of the existing SKYZ Card website in order to become more attractive.

The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry

Purpose: The purpose of the study was to investigate the impact of packaging, price and brand awareness on brand loyalty.Rationale: The study sought to extend empirical evidence on the association between brand loyalty and product-related factors: packaging, price and brand awareness.Methodology: The study adopted a quantitative survey approach and was conducted in a paint retailing environment. Data were elicited from a conveniently selected sample of 212 consumers who purchased various brands of paint. Regression analysis and the one-way analysis of variance test were conducted to investigate the impact of packaging, price and brand awareness on brand loyalty.Findings: Packaging, price and brand awareness showed significant positive relationships with brand loyalty, which implied their significant predictive influence on brand loyalty. The results suggest that management should, inter alia, initiate and implement effective packaging, pricing and brand awareness in order to enhance consumers’ brand loyalty to the company’s products.Value of research: The research provides valuable insights to managers of companies on the need to continuously enhance their products’ packaging with competitive pricing strategies in order to improve brand awareness and brand loyalty and remain competitive in the market. The study also provides evidence of the relationship between brand loyalty and packaging, price and brand awareness in a South African context.Conclusion: The marketing success of businesses depends on their ability to continuously enhance their products’ packaging with competitive pricing and brand awareness strategies in order to improve brand loyalty. Future studies should be extended to other retailing environments and product categories.

A measure to improve brand awareness by effects of PPL advertisement - focusing on PPL advertisement of TV drama-

A measure to improve brand awareness by effects of PPL advertisement - focusing on PPL advertisement of TV drama-

Airlines, apps, and business travel: a critical examination

The rapid development, diffusion, and increasing utilisation of mobile technologies have transformed the ways in which airlines interact with their customers. In an effort to improve brand awareness, engender increased customer loyalty, lower costs, and make the process of flying more streamlined and efficient, increasing numbers of airlines worldwide are harnessing mobile technologies and developing mobile software applications (apps) that offer a range of services including mobile reservations and check-in and frequent flyer status updates. These technologies, which were first introduced in 2008, are typically aimed at economically active and technologically savvy frequent flyers, many of whom are flying for business purposes. Through an in-depth survey of the world's 25 largest passenger airlines' apps, the paper proposes that the development of mobile technology is precipitating a shift away from eCommerce towards an enhanced system of anytime and anywhere mobile customer relationship management (mCRM) in which the emphasis is on individual customisation, flexibility and efficiency over face-to-face interaction. However, while mobile apps undoubtedly represent a technological innovation, we question the extent to which they effect innovations in passenger service and reflect on the challenges and utility the continued refinement of mobile apps may have for future practices of international business travel.

Building brand knowledge structures: Elaboration and interference effects on the processing of sequentially advertised brand benefit claims

Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand–benefit links in memory. If prior advertising strongly established a benefit claim in memory, then proactive interference effects inhibited the recall of subsequently advertised benefit claims unrelated in meaning. Additional analyses suggested that these interference effects appeared to be a result of difficulties with encoding the newly advertised claims. If the original benefit claim was not as strongly established in memory, however, then unaided recall of the subsequently advertised benefit claims was actually higher than if there had been no prior advertising at all. In fact, less accessible and memorable claims, whether they preceded or followed more accessible and memorable claims, enhanced recall of the stronger claims. Additional analyses suggest that these elaboration effects occurred because prior or subsequent advertising improved brand awareness and thus later brand claim recall as a result.