Influence Consumer Perceptions Research Articles

The impact of message framing on perceptions of controversial CSR in hotels

PurposeThe purpose of this paper is to understand how hospitality companies can best explain controversial corporate social responsibility (CSR) activities to consumers who may not agree with the CSR activity. This research explores message framing through emotional and cognitive appeals to influence consumer perceptions of the Gideon Bible in USA hotel rooms. The study uses the theory of deontic justice to measure the impacts of messaging on consumer perceptions of the morality of the Gideon Bible as suicide prevention in hotels and its relation to controversial CSR initiatives.Design/methodology/approachThe study uses an experimental study design via a self-administered survey to analyze participants’ perceptions of the placement of the Gideon Bible in hotel rooms and participants’ attitudes toward CSR initiatives based on deontic justice and religion using different message framing conditions.FindingsResults show that religion was a major determinant of attitude towards the Gideon Bible, but the sentiment analysis also revealed that negative perceptions can be mitigated through message framing via emotional and cognitive appeals. Additionally, the cognitive appeal did impact CSR perceptions, as did identifying as Christian. Moral outrage emerged as a significant moderator for the relationships between message framing, attitudes toward the Gideon Bible and CSR.Originality/valueThis study provides an extension of deontic justice research to examine justice traits in accepting controversial CSR.

A Study on Consumer Perception towards Perfumes

Perfumes have become an integral part of daily grooming, offering individuals a sense of luxury and sophistication. Understanding consumer perception towards perfume is crucial for perfume manufacturers and marketers to develop effective strategies for product positioning and successful brand management. This research aims to explore the various factors that influence consumer perception of perfume, including fragrance composition, packaging, brand image, and social influence. The research will employ a mixed-methods approach, combining qualitative and quantitative techniques. Qualitative methods such as in-depth interviews and focus groups will be conducted to gain insights into consumers’ emotional associations with different fragrance compositions. Participants will be asked to describe their preferences and the emotions evoked by various scent categories, including floral, woody, citrus, and oriental fragrances. These interviews will provide valuable insights into the subjective perceptions and expectations consumers have towards perfume scents. Additionally, the research will utilize quantitative methods to examine the impact of packaging and brand image on consumer perception. A survey will be administered to a diverse sample of perfume consumers, assessing their preferences for different packaging designs, colors, and materials. The survey will also investigate the influence of brand reputation and associations on consumers’ perception of perfume quality and desirability. Furthermore, the research will explore the role of social influence on consumer perception. Social media platforms will be analyzed to identify trends and consumer discussions related to perfumes. The research will examine the influence of online reviews, recommendations from friends and family, and the role of influencers in shaping consumer perception towards perfume. The findings of this research will provide valuable insights for perfume manufacturers and marketers to understand consumer preferences and develop effective marketing strategies.

Influencer Marketing Impact: Analyzing the Effectiveness of Influencers on Consumer Purchase Decisions

Influencer marketing has emerged as a dominant force in contemporary advertising strategies, leveraging the power of social media personalities to influence consumer behaviour. This research investigates the effectiveness of influencers in shaping consumer purchase decisions across various industries. By analysing consumer responses and purchase patterns, this study aims to provide insights into the impact of influencer marketing on modern consumer behaviour. The methodology involves a comprehensive analysis of quantitative data obtained through surveys. Key performance indicators such as reach, engagement, and conversion rates was examined to assess the effectiveness of influencer marketing campaigns in driving consumer purchase decisions. And, qualitative data was collected to understand the underlying factors influencing consumer perceptions and attitudes towards influencer-generated content. The research was planned to focus on several key industries including fashion, beauty, lifestyle, and technology to capture diverse consumer preferences and behaviours. Through comparative analysis, the study aimed to identify the most effective strategies employed by influencers to engage audiences and drive purchase intent. Furthermore, the research tried to explore the role of authenticity, credibility, and relatability of influencers in influencing consumer trust and loyalty. This research with a sample size carrying 120 respondents under convenience sampling type, seeks to contribute to the existing body of knowledge on influencer marketing effectiveness, providing valuable insights for marketers, brands, and influencers alike to optimize their strategies and maximize their impact on consumer purchase decisions in the digital age.

Analysis of the Influence of Brand Association, Brand Image, Brand Awareness, and Brand Loyalty on Brand Equity of Telon Oil

This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main variables in the context of Brand Equity. First, Brand Association (X1) significantly influences Brand Equity (Z) and Brand Loyalty (Y). Second, Brand Awareness (X2) has a significant influence on Brand Loyalty (Y), but not on Brand Equity (Z). Third, Brand Image (X3) significantly influences Brand Equity (Z), but not significantly on Brand Loyalty (Y). Apart from that, Brand Loyalty (Y) was also found to have a significant influence on Brand Equity (Z). These findings provide important insights for marketing and brand management strategies to strengthen key aspects that influence consumer perception and loyalty towards brands.

Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses

PurposeThis paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning product, the award-winning organization and the award-granting organization.Design/methodology/approachBased on the grounded theory approach, an exploratory qualitative study is conducted, using 16 semi-structured in-depth interviews with Turkish consumers through discussions on real-world examples.FindingsResults show that consumers develop emotional responses to PDAs (e.g. interest, curiosity and confusion), hypothesize reasons for products receiving awards and cite rewards as confirmation of their existing judgments about products. PDAs are perceived as extrinsic cues signaling quality and price, and their impact is increased when consumers feel that the award is based on functional feature superiority. Consumer responses to PDAs are also influenced by the perceived expertise of the award-granting organization and beliefs about the award-granting process. Finally, PDAs can lead to positive brand-perception outcomes, influencing consumer perceptions of the product company as resourceful, competent and prominent.Practical implicationsThis study shows that it is critical for companies to inform consumers about the specific features that resulted in a given product receiving a design award, as well as to provide information about the PDA itself.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to explore consumer perceptions of and reactions to PDAs, with significant implications for both the marketing managers of PDA-winning products and award-granting organizations.

Biscuit Slogan in Commercial Media: An Analytical Exploration of Figurative Language

This study examines the use of figurative language in biscuit slogans in commercial media, focusing on advertisements from 2015 to 2020. The research aims to explore the linguistic functions of figurative language in advertising and its impact on consumer perception and behavior. A descriptive qualitative research approach is employed, with data collected from fifteen biscuit slogans featured on social media platforms, particularly YouTube. The analysis reveals a variety of figurative language types used in these slogans, including metaphors, symbols, rhetorical questions, assonance, alliteration, repetition, hyperbole, and personification. The findings suggest that figurative language is a powerful tool in advertising, influencing consumer perceptions and brand engagement. The study highlights the importance of cultural elements in slogan creation and the effectiveness of figurative language in making slogans memorable and persuasive. Future research should focus on empirically measuring the impact of figurative language in advertising across different cultural contexts to optimize advertising strategies and enhance brand communication.

Influence of Green Marketing Strategies on Consumer Behavior

Purpose: The aim of the study was to assess the influence of green marketing strategies on consumer behavior. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the influence of green marketing strategies on consumer behavior reveals several key findings. Firstly, consumers increasingly prioritize environmentally friendly products and companies, driven by concerns about sustainability and climate change. Green marketing strategies, such as eco-labeling, eco-packaging, and messaging emphasizing environmental benefits, significantly influence consumer perceptions and purchasing decisions. Studies indicate that consumers are willing to pay a premium for products perceived as environmentally friendly, particularly when accompanied by credible certifications or endorsements. Additionally, consumers tend to exhibit greater brand loyalty to companies perceived as environmentally responsible. However, the effectiveness of green marketing strategies can vary depending on factors such as consumer demographics, product characteristics, and the perceived sincerity of the company's environmental efforts. Overall, the findings underscore the significant impact of green marketing on shaping consumer behavior and highlight the importance for companies to integrate sustainable practices into their marketing strategies to meet evolving consumer preferences and contribute to environmental conservation efforts. Implications to Theory, Practice and Policy: Theory of planned behavior, diffusion of innovation theory and cognitive dissonance theory may be use to anchor future studies on assessing the influence of green marketing strategies on consumer behavior. Businesses should prioritize authentic and transparent green marketing strategies that resonate with consumer values and preferences. Governments and regulatory bodies should enact policies that incentivize and promote green marketing practices among businesses.

Effect of Celebrity Endorsements on Consumer Purchase Intentions in Africa

Purpose: The aim of the study was to assess the effect of celebrity endorsements on consumer purchase intentions in Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the effect of celebrity endorsements on consumer purchase intentions reveals a complex interplay of factors. While celebrities can positively influence consumer perceptions of a product or brand through their endorsement, the effectiveness of such endorsements depends on various factors such as the credibility of the celebrity, the congruence between the celebrity and the product, and the level of engagement the celebrity has with the brand. Studies suggest that celebrity endorsements can enhance brand recall and recognition, create a favorable brand image, and increase purchase intentions, particularly when the celebrity is perceived as trustworthy and relatable to the target audience. However, overexposure of a celebrity or controversies surrounding them can lead to negative effects on consumer attitudes and purchase intentions. Additionally, the type of product being endorsed and the cultural context play significant roles in determining the impact of celebrity endorsements on consumer behavior. Implications to Theory, Practice and Policy: Source credibility theory, elaboration likelihood model and social identity theory and social learning theory may be use to anchor future studies on assessing the effect of celebrity endorsements on consumer purchase intentions in Africa. Implement rigorous celebrity selection criteria based on strategic alignment with brand values and target audience demographics. Advocate for industry-wide guidelines or standards governing celebrity endorsements to ensure transparency and ethical practices.

Food Safety Regulations and Consumer Confidence

Purpose: The general purpose of this study was investigate the food safety regulations and consumer confidence.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings reveal that there exists a contextual and methodological gap relating to food safety regulations. Preliminary empirical review revealed that food safety regulations are crucial for shaping consumer confidence in the safety and quality of food products, with stricter regulations associated with higher trust levels. Measures like HACCP and labeling requirements promote transparency and accountability. However, regulatory effectiveness depends on factors like enforcement consistency and communication. Inconsistencies can erode trust, necessitating efforts to strengthen enforcement and improve communication. Contextual factors like socio-economic status influence consumer perceptions, especially in developing countries with systemic challenges. Addressing these requires targeted interventions to enhance regulatory systems and promote consumer education. Overall, ongoing research and collaboration are vital for strengthening food safety systems, regulatory compliance, and consumer trust, essential for protecting public health and well-being.
 Unique Contribution to Theory, Practice and Policy: Social Exchange theory, Trust theory and the Diffusion of Innovation theory may be used to anchor future studies on food safety regulations. The study provided several recommendations. It emphasized the importance of enhancing transparency and accountability within the food industry by improving communication and enforcement of regulatory standards. Additionally, the study highlighted the need for ongoing education and training initiatives to build awareness of food safety regulations. Collaboration among stakeholders, adoption of innovative technologies, and continuous evaluation of regulations were also recommended to strengthen food safety efforts and enhance consumer confidence in the safety of food products.

Analysis of the Influence of Interactive Communication, Consumer Preferences, and Promotional Effectiveness on Purchasing Decisions on the Shopee Live Streaming Features

With the popularity of the live streaming features as a marketing strategy, there is a need to understand in more depth how factors such as Interactive Communication, Consumer Preferences, and Promotional Effectiveness influence consumer purchasing decisions in the context of using Shopee's live streaming feature. It is important to understand how direct interactions between sellers and consumers via live broadcasts influence consumer perceptions of products or services, as well as the extent to which consumer preferences and promotional effectiveness can influence consumer purchase intentions through these features. In this case the researcher uses quantitative research with a comparative causal type because it discusses the cause-and-effect relationship of two or more variables, namely the influence of independent variables in the form of interactive communication, consumer preferences, and online promotions on the dependent variable, namely purchasing decisions with Shopee's live streaming feature. as the object. With Interactive Communication results are related to purchasing decisions because the T statistics value is above 1.96 and the p value is below 0.05 , the consumer preference variable is related to purchasing decisions because the T statistics value is above 1.96 and the p value is below 0.05 . However, the promotion effectiveness variable is not related to purchasing decisions because the T statistics value is below 1.96 and the p value is above 0.05. Streamers or sellers can increase interaction with customers, pay attention to their preferences, and don't just focus on promotions to attract customers.

Discourse of Consumer Perception: How Important is Halal Value Chain at Cosmetic Products for Women?

In the era of globalization, the rapid growth of economic, technological, and cultural aspects has significantly increased the living needs of the population. This research adopts a discourse analysis approach to explore the importance of Halal Beauty Products for Women in Indonesia, focusing on the halal supply chain management aspects within the cosmetics industry. Cosmetics have evolved into a primary necessity for enhancing women's beauty, contributing to the flourishing cosmetics industry in Indonesia. This qualitative research employs in-depth interviews with five respondents aged 17-22 to unravel consumer perceptions of Halal Beauty Products. Data collection utilizes semi-structured interviews, allowing for deeper exploration and potential adjustments to the interview process. Thematic analysis is applied to the gathered data, comprising positive reviews, celebrity endorsements, and the significance of kosher insignia in the adoption of halal cosmetics. The research identifies that while positive reviews and celebrity endorsements influence consumer perceptions, the halal symbol plays a crucial role due to limited consumer comprehension of the halal value chain. The halal logo emerges as a pivotal factor in instilling consumer confidence in the halal authenticity of cosmetics. In conclusion, consumer trust in halal cosmetics is influenced by the halal seal, endorsements, and positive reviews, even though awareness of the halal value chain remains limited among consumers. This discourse analysis sheds light on the dynamics of consumer perceptions, emphasizing the role of discourse elements in shaping trust in the halal cosmetics market.

Strategi Pelatihan Penginovasian Kerajinan Anyaman Pandan Guna Meningkatkan Komunitas Standar Produk di Pemasaran Mancanegara

The problem to be discussed in this research is to find out the training strategy for innovation of pandan weaving to increase the product standard community in overseas marketing as well as the marketing strategy for innovation of pandan weaving to increase the product standard community in international marketing. The research method used in this research is a qualitative method with a descriptive approach. . The research results that have been found in this research are: 1). Organizing Innovation Training on Pandan Woven to improve community product standards in international marketing is: a. Selection of Raw Materials b. Cutting, slicing, forming c. Weaving and forming innovation d. The final stage is the finishing process which is the final process from which the previous stages have been completed. The raw model of pandan that has become tanned can be seen in terms of shape, quality of workmanship as well as physical appearance or finishing. 2. Marketing Strategy Innovation of pandan woven to improve product standard communities in international marketing, namely: 1) Needs, Demands and Desires. 2) Satisfaction, value, products and costs, where the fulfillment of needs and desires must have a relationship with products and services. 3) Transactions, Relationships, and Exchanges. and 4) Marketers, marketing and markets, marketing via social media will influence external factors that influence consumer perceptions of a product, which will then influence consumer buying interest.
 

Assessing the Role of Digital Awareness in Promoting Polymer‐Based Sustainability

AbstractThe plastic waste crisis is a major environmental challenge facing the world today. The overuse and improper disposal of plastic materials have caused significant damage to the environment, affecting the health of both humans and animals. The adoption of sustainable alternatives to plastic, such as polymer‐based materials, is crucial to addressing this issue. In the Indian context, polymer‐based sustainability has created new growth potential for the packaging sector. This study has improved consumer behavior and raised income by gaining an understanding of and access to customers' digital awareness of polymer‐based sustainability. In addition to its role in communication and attracting consumer attention, packaging must align with modern environmental standards for preservation methods to meet the growing consumer demand for eco‐friendly products and environmentally conscious companies. In keeping with the objectives, this paper employs a method for analyzing current research on the influence of polymer‐based sustainability esthetics on consumer behavior. The research design is quantitative. The model of the literature review is used to develop the structured questionnaire. The results show that digital awareness significantly influences consumer perceptions of polymer‐based sustainability. The study recommends that manufacturers of polymer‐based materials invest in digital awareness campaigns to increase consumer acceptance and promote sustainability.

Linguistics and marketing: The effect of foreign languages in advertising messages

In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish-speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impactsboth company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of internationaladvertising campaigns.

Influence of food packaging color and foods type on consumer purchase intention: the mediating role of perceived fluency.

Packaging color entices and influences consumer perceptions and significantly affects the identification of products. Marketers manipulate the exterior packaging to influence consumer expectations, experiences, and behaviors. Building upon psychological literature on colors and emotions, we explored the influence of food packaging color and food type on consumers' purchase intentions. Study 1 explored the interaction effects between food packaging color (warm vs. cold) and food type (vice foods vs. virtue foods) on consumers' purchase intentions. Study 2 examined whether perceived fluency mediates the interaction effect of food packaging color and food type on consumers' purchase intentions. The results showed that for vice foods, characterized by tastiness but unhealthiness, the utilization of warm-colored food packaging enhances consumer purchase intent. In contrast, for virtue foods that are healthful but lack gustatory appeal, the use of cold food packaging colors will lead to higher consumer purchase intent. Perceived fluency mediates the interaction effect of food packaging color and food type on consumers' purchase intentions. This study will assist marketers to exploring a range of possibilities for packing color, impacting both the physiological and cognitive dimensions of consumer behavior related to food products, and offering practical implications for market managers.

Do consumer perceptions of a product category relate to their sensory properties? A case study on energy bars with consumers of high and low familiarity

AbstractGoods in a market are typically presented in discrete categories so that consumers can easily find their way among the myriad of products available. However, sub‐categorical distinctions are often less clear. This study aimed to explore how consumer perceptions of products within a category relate to their sensory properties. By analyzing how consumers sorted energy bars and the vocabulary used to describe the resulting clusters, we found that consumers generally agree on how they perceive bars high in protein. However, energy bar consumers with high familiarity demonstrated greater levels of differentiation between clusters compared to energy bar consumers with low familiarity. They were also more consensual in their sorting. Furthermore, sensory properties were found to play a larger role in determining product clusters for consumers with high familiarity than with low familiarity. These findings shed light on the factors influencing consumer perception of energy bars. Additionally, this approach offers a simple way to investigate consumer perception of a product category and could be useful to marketers and product developers who wish to refine their offerings to better meet consumer expectations.Practical ApplicationsThe method for category appraisal described in this paper emphasizes consumer perception of products and factors, such as sensory properties and nutrition facts, that influence these perceptions. It departs from traditional approaches that focus on individual product descriptions and instead focuses on product groupings perceived by consumers. This approach allows for deeper insights to be obtained about product categories as a whole, which can inform effective marketing strategies and efficient product development.

Internal versus External Corporate Social Responsibility: Company Age and Size Moderate CSR Efficacy

Corporate social responsibility (CSR) efforts by established legacy brands are often seen as inauthentic. What can brands do to genuinely engage in CSR efforts? This study investigates internal CSR as a potential solution. CSR type (internal and external) and extrinsic cues (brand size and age) interact to affect congruence, authenticity, and subsequent purchase intention for companies that communicate these efforts on social media. Through a series of three experiments, we compare the effectiveness of internal and external CSR in influencing consumer perceptions. Results confirm that CSR is not a one-size-fits-all solution for brands. We find that Internal CSR is more effective for legacy (older, larger) brands, while external CSR is more effective for novel (newer, smaller) brands. This paper is among the first to conceptualize internal CSR as a potential strategy for legacy brands that often struggle for authentic ways to get involved with social issues. Results indicate that consumers want to see larger, older brands try to "fix" themselves before they attempt to fix the world.

Educating Brands? How Integrating Behavioural Insights, Influential Marketing and Consumer Decision-Making Can Elevate Consumer Literacy in Fashion Branding.

This study delves into the influence of behavioural insights and marketing techniques on fashion consumer decision-making. It strategically identifies core behavioural elements, assesses their application in marketing, and examines consumer perceptions. Understanding and leveraging these insights enables businesses to effectively tailor their marketing efforts to resonate with their target audience. The reviewed literature provides a comprehensive integration of research from marketing, psychology, and behavioural science. The research methodology involves a qualitative survey encompassing 197 fashion consumers, as well as interviews with a psychologist and a digital merchandiser. Through this approach, the study sheds light on the impact of emotional factors, cognitive biases, social influence, and personality on decision-making. These findings illustrate how marketing strategies utilize these insights to influence consumer perceptions, attitudes, and behaviours. The study highlights the utilization of AI technology to target consumers based on behavioural data, with potential implications for transforming market research. Furthermore, it emphasizes the necessity of an interdisciplinary approach to comprehensively understand fashion consumer behaviour, given that self-reported data may not fully represent actual behaviours. The outcomes of this study not only validate existing research but also contribute to a more holistic understanding of fashion consumer behaviour. Future research initiatives could explore demographic variables, levels of fashion involvement, and cross-cultural comparisons. Moreover, combining self-reported data with objective measures promises to provide deeper insights into the subconscious factors that influence decision-making.

A Decision Support System for Evaluation Service Quality by Fuzzy SERVQUAL: A Case Study of a Modern Riteil

This research was conducted in a retail store in the city of Semarang. The main focus was to measure the quality of service against consumer perceptions and expectations of the retail rate. This study analyses the factors influencing consumer perception and how to design services to match consumer expectations. The population in this study is consumers who shop. The method used in this study is the Fuzzy Servqual method. Based on the results of processing and analysis, it is known that the dimensions that have the highest gap value are the Assurance dimension (-1.5175), while the tangibles dimension (-1.37), reliability (-0.318), responsiveness (-0.176) and empathy (0.315). From the result of the gap value, the empathy dimension is very satisfying, and customers feel comfortable with employee service, friendliness, and assistance with product info at retail. The assurance dimension is a dimension that must be improved by improving the state of the room, temperature, and lighting and providing a safe area for retail protesters.

Colours in Branding: Creating Brand Identity and Influencing Consumer Perception

Colours in Branding: Creating Brand Identity and Influencing Consumer Perception