Influence Of Brand Research Articles

Innovative cultivation path of great craftsmanship based on logistic regression model

Abstract The word “craftsmanship” appeared for the first time in the 2016 Chinese government work report, bringing it back to the public eye. In the Industry 4.0 era, China has accelerated the transformation from manufacturing power to manufacturing energy, and various parties in the society have higher and higher requirements for talent. The “craftsmanship” fits the content of patriotism and professionalism in the core socialist values and the new concept of contemporary China’s development. Therefore, the cultivation of craftsmanship should be vigorously advocated in society, and a new path of cultivating craftsmanship should be explored. This paper analyzes the factors influencing the cultivation of craftsmanship through a logistic regression model based on a large number of vivid cases, and the research on the cultivation path around the cultivation status of “craftsmanship” can more vividly explain the essence of craftsmanship to people; it proposes to use the multiple logistic regression correlation in statistics to estimate Then, the logistic regression algorithm is applied to the product quality assurance, and the success rate of each node is calculated by analyzing the correlation between various characteristic factors and product quality to obtain the best cultivation path of craftsmanship innovation. This study shows that after one month of craftsmanship training, the product perfection rate of CM employees reached 93%, and the defect rate decreased by 13.6%, reflecting that craftsmanship has dramatically improved the product quality and laid a solid foundation for the long-term development and brand influence of the company.

The Effect of Employer Branding and E-recruitment on the Intention to Apply for a Job in Z Generation

This study examines the influence of employer branding and e-recruitment among z generation in applying for a job. The study aims to investigate whether there is an effect of employer branding and e-recruitment on intention to apply for a job in z generation. This study using quantitative approach and an explanatory survey. The research methodology involves 120 job seekers as samples from z generation in Bandung Raya, using a questionnaire for a survey that measures the variable of this research namely employer branding, e-recruitment, and intention to apply for a job. The sampling technique uses incidental sampling technique, where sampling is carried out based on coincidence, that is anyone who meets the researcher and considered fit the sample criteria can be a research sample. The data collected is analyzed using multiple linear regression analysis and the hypotheses test are using T test dan F test. The findings suggest that employer branding and e-recruitment have an effect of 36.6% on the intention to apply for a job in z generation. Furthermore, according to t test it is known that employer branding has a positive effect on intention to apply for a job in the z generation, so does e-recruitment variable has a positive effect on intention to apply for a job in the z generation. Furthermore, F test founds that employer branding and e-recruitment effect simultaneously on intention to apply for a job in z generation.

Branding as One of the Factors of Increasing the Competitiveness of the Company in the Goods Market

Relevance. A comprehensively and comprehensively developed strategy is an integral component of the functioning of business processes. In business, there is always something to develop and where to expand. Branding is also one of the important elements of the company, forming the recognition of the company and the product. This study examines a modern approach to creating criteria for the sustainable development of a company in highly competitive conditions, through the effective creation of a brand image. The study of the basics of branding theory should undoubtedly be present in the framework of doing business, due to the fact that this element serves as the basis for many other operations, since it depends on whether the customer will pay attention to the product or service.The purpose of the study is to analyze the factors of branding influence on business processes. Objectives: to analyze the research literature on the issue under study; to reveal the essence of the concept of branding; to identify the main trends of modern branding and its formation; to highlight the processes affecting the development of branding in the company's marketing system; to give a comprehensive description of the constituent elements of branding.Methodology. As a methodological basis for the study of the concept of branding and the works of domestic and foreign scientists were presented here, as well as the view of contemporaries was revealed. In the process of work, methods of economic, empirical and statistical analysis, classification, theoretical analysis of scientific and methodological literature, synthesis method, consistency and others were used.Results. The factors influencing the purchase decision, the dynamics of which directly or indirectly affects the formation of the branding strategy, are considered. The main elements of branding and their characteristic features are presented, the importance of brand development for small businesses is revealed.Conclusion. The results of the study showed that branding is a whole range of marketing measures to manage the brand image, namely the path from its creation to the purchase of goods by the client.

A Study on the Influence of Employer Branding Attributes Congruence on Employee Creativity

A Study on the Influence of Employer Branding Attributes Congruence on Employee Creativity

Does Online Brand Influence Offline Word-of-mouth? Using Pop-up Stores as a Means of Surprise and Brand Experience

Pop-up stores are a way to promote exposure in ambient media, which stimulates the interest of potential customers. The study examines how in-store atmosphere, surprise factors, brand experience, brand attitude, word-of-mouth (WOM), and purchase intentions are structured and influence each other. The study chooses a pop-up store that is an online women's shoe brand to conduct the research. A total of 480 usable samples were used in the study. The study has adopted structural equation modeling (SEM) with the help of AMOS software to bring the outcomes of the research. The study finds that the store atmosphere affects the surprise factors, brand experience, and brand attitude. Whereas, surprise factors positively affect the brand experience and brand attitude. The brand experience impacts brand attitude and WOM. However, the brand experience is affecting the purchase intention in the study. The study also finds that the brand attitude affects the WOM and purchase intention. Further, WOM is affects the purchase intention in the study. So far, there has been no research conducted on the attitudes and behaviors of consumers affected by online-to-offline pop-up shops. Therefore, as part of the present study, consumer sentiment generated by pop-up stores is explored concerning consumers' attitudes and behaviors towards the brand, thereby providing the industry with a reference for creating pop-up stores. The gap in research regarding setting up online to offline pop-up stores that are currently lacking is filled by researchers, academicians, and the sector.

Influence of Employer Branding Dimensions on Generation Z Women’s Intention to Apply For a Job with Person-Organization Fit as Mediating Variable

An organization's innovation potential is highly correlated with its ability to use its intellectual and organizational knowledge resources. Consequently, hiring high-potential individuals is one of the key issues for businesses looking to maintain a competitive advantage in the sector. However, the workforce is experiencing a demographic shift as Generation Z enters the job market in significant numbers. Given that Generation Z will ultimately dominate the workforce, this demographic shift poses a long-term challenge for businesses to understand their demands, preferences, and factors impacting their interest in applying for jobs. Additionally, establishing gender equality and increasing the involvement of women in the workforce are top recruitment goals for businesses today. In light of these circumstances, this study examines how different aspects of employer branding influence Generation Z women's intention to apply for a job and whether the person-organization fit plays a mediating role. The research employs a quantitative approach, distributing questionnaires to 335 female students of Generation Z at Bandung Institute of Technology, which will be analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling). The findings demonstrate that within the context of Generation Z at Bandung Institute of Technology, four of the five employer branding dimensions—development, economic, application, and interest value—significantly and positively impact the intention to apply for a job. However, the study also indicates that person-organization fit does not act as a mediating variable in this regard. This research offers valuable insights to companies, allowing them to improve their existing employer branding strategies and enhance their recruiting and talent acquisition approaches. By effectively attracting, engaging, and retaining Generation Z women in the workforce, companies can foster greater gender diversity and equality in the present job market.

Pengaruh Brand Personality, Brand Love dan Brand Image Terhadap Brand Advocacy

This study aims to find out how brand personality, brand love and brand image influence brand advocacy (a case study on wardah cosmetics reviewers in the female daily forum). By using a quantitative method, data from this study were collected from consumers or users of some think skincare products. The sampling technique used a non-probability sampling technique with purposive sampling category, namely 108 respondents. The analytical method used in this study is data/instrument quality testing, data quality testing and hypothesis testing with the help of smartPLS 3.0 software. The results of this study indicate that there are only 2 independent variables namely brand love, brand image which have a positive and significant effect on brand advocacy. The results of testing the structural model evaluation are the R-Square value of 0.843 or 84.3% of the brand advocacy variable which is influenced by brand personality, brand love and brand image variables. While the remaining 16.7% is influenced by other variables not used in this study.

A Study of Factors Influencing Consumer Purchase Behavior on Xiaohongshu Platform Based on Conjoint Analysis

Social e-commerce, as an emerging form of electronic commerce, has garnered widespread attention. As one of China's most popular social e-commerce platforms, xiaohongshu has successfully attracted users through user-generated content and community interaction, creating a unique ecosystem for social e-commerce. Understanding and analyzing the factors that influence consumers' purchasing decisions on xiaohongshu platform is crucial for operators to formulate effective marketing strategies. This study employs conjoint analysis to examine consumers' preferences for factors such as product quality, brand recognition, and key opinion leaders, providing valuable insights for the management of xiaohongshu platform. By analyzing consumers' preferences for these factors, the platform can better meet user needs, enhance user experience, strengthen brand influence, and effectively drive consumer purchasing behavior.

Brand Experience on Brand Loyalty through Brand Satisfaction and Brand Trust: Study on Altex Cat Customers in East Java

The paint industry in Indonesia is facing fierce competition from competitors and increasingly selective consumers. In this context, PT Atlantic Ocean Paint, a prominent company known for its product Altex, aims to understand customer needs and create positive brand experiences to foster brand loyalty and boost sales. This study, conducted in Papua Province, Indonesia, with 200 participants from various cities, explores how brand experience, brand satisfaction, and brand trust influence brand loyalty. Data was collected through a structured research instrument with validated scales for the mentioned variables. The findings indicate that brand experience directly affects brand satisfaction but not brand trust. Brand satisfaction, in turn, influences both brand trust and brand loyalty. However, brand experience does not have a direct impact on brand loyalty. Nevertheless, there is an indirect influence, as brand experience significantly affects brand loyalty through brand satisfaction and brand trust. By grasping these insights, PT Atlantic Ocean Paint can effectively enhance customer loyalty and improve its competitive edge in the challenging paint market in Indonesia.

Influence of Emotional Branding on Consumers’ Purchase Intention: A Study on Scale Development and Mediating Role of Celebrity Endorsement

Emotional branding is a powerful branding strategy that has a significant influence on consumers final purchasing decisions, and marketers have used it extensively. The purpose of this research is to create a multifactor instrument for measuring emotional branding, to show that it can predict consumer behaviour and to investigate the mediating role of celebrity endorsement (CE) in this relationship. The study is divided into three sections. A multistage scale development and validation process was the initial step. Exploratory factor analysis determines the emotional branding scale’s (EBS’s) components in the second stage. Third, confirmatory factor analysis (CFA) validated the scale. Study 1 shows scale development and zero- and first-order CFA. Study 2 shows how does CE mediate the relationship between emotional branding and purchase intention (PI). The findings indicate that each of the four structures contains 32 elements from the EBS. The study reveals that the EBS has four components (i.e., sensory appeal, brand attachment appeal, communication appeal and patriotism appeal). Emotional branding affects PI directly and statistically. CE partially mediates emotional branding and purchase intention.

The Speech Act of Apology by Lenovo on Facebook

New media platforms such as Twitter, Facebook, and Instagram have allowed brands to connect with the public. However, negative comments can damage their image, so brands should use clear apology strategies. Despite the COVID-19 pandemic, the growth of the electronics market is closely related to the connection between brands and customers. This article examined the apology strategies used by Lenovo, a company with international brand influence, in response to negative messages or complaints on its official Facebook account from April 30, 2023 to June 9, 2023. The study used a mixed research method to identify responses containing common apology words on Lenovo's public account through IFIDs and obtained all posts using the two most frequently used apology words in the text. Under the guidance of Olshtain and Cohen (1983) and Page (2014)'s apology strategies, the study examined the apology strategies and combinations used by Lenovo in its posts.The results showed that Lenovo often used the following six apology strategies: "expression of apology", "explanation or account of the situation", "acknowledgment of responsibility", "an offer of repair", "follow-up moves: questions and imperatives", and "greetings, closings, and terms of address". Furthermore, "greetings", "expression of apology", and "follow-up moves: questions and imperatives" were the most frequently used semantic combinations.

The Impact of Brand Romance Dimensions on Brand Loyalty: A Study on Uniqlo Indonesia

The significant growth of the fashion industry has made it an appealing sector to explore. This research aims to investigate how brand pleasure, brand arousal, and brand dominance influence brand loyalty in UNIQLO Indonesia. The study employed a quantitative approach using a survey method with 75 respondents. The research data was collected through online questionnaires and analyzed using multiple linear regression with SPSS software. The findings indicate that brand pleasure, brand arousal, and brand dominance have a positive relationship with brand loyalty. Furthermore, brand pleasure has the most significant impact on brand loyalty, while brand dominance has the least impact among the three dimensions in affecting brand loyalty in the case of UNIQLO Indonesia.

Evolutionary dynamics of the city brand influence of top ten global cities: Characteristics analysis driven by global news big data and intelligent semantic mining

This study focuses on the long-term comparison of the city brand influence constructed and reflected by global news media. Specifically, from the analytical perspective of two paths and five characteristics, this study empirically and quantitatively assesses and deconstructs the evolutionary dynamics of the city brand influence of the top ten Globalization and the World Research Group (GaWC) Alpha+ or above global cities over five consecutive years based on intelligent semantic embedding mining on the Global Database of Events, Language, and Tone (GDELT) full-sample global news big data, along with statistical analysis and machine learning. The results indicate that the top ten global cities' city brand influence over five consecutive years fluctuated from high to low and then rebounded. The hierarchical tiers of the Alpha++ and Alpha+ global cities' city brand influence were relatively stable. However, there are inner tensions in the evolutionary trend, such as the uneven rank differences between the city brand influence soft power and the hard power of these cities, and the intersection of clustering categories between the Alpha++ and Alpha+ global cities. The findings and data of this study provide concrete references and guidelines for policymaking toward future competition of top global cities' city brand influence.

Influence of Celebrity Endorsers and Brands Image of Repurchase Intention is mediated by Product Quality of Scarlett Indonesia

This research was conducted to find out how the influence exerted by Celebrity endorsements and brands Image on the intensity of repurchasing, through mediation by Product Quality at Brand Scarlett Indonesia. Currently, Celebrity Endorsers are considered more able to attract customers, especially at the age of teenagers and adults. This is due to the rise of social media platforms which are currently more loved by the public than print media or digital media such as radio and television. By conducting the PLS-SEM test on 100 teenagers who have known and or used Scarlett's products at least 1 time, it was found that product quality can mediate the influence of celebrity. Endorsement of Repurchase Intention , while the mediating role of Product Quality on Brand influence Image for Repurchase Intention not found. Celebrities Endorsement has no direct effect on Repurchase Intention , while Brand Image and Product Quality have a significant positive effect on Repurchase Intention .

Interest in Visiting in Terms of City Branding and City Image in Bantimurung Tourism Objects Mars County

This study aims to find out 1) the description of visiting interest, city image and city branding at the Bantimurung tourist attraction, Maros Regency, 2) the influence of city branding and city image together on visiting interest in Bantimurung attractions, Maros Regency, 3) the influence of city branding on the interest in visiting the Bantimurung tourist attraction, Maros Regency, 4) the influence of city image on the interest in visiting the Bantimurung tourist attraction, Maros Regency. The population in this study were all visitors to the Bantimurung tourist attraction who obtained a sample using a purposive random sampling technique, which was carried out first Calculation of the minimum number of samples using the Cochran formula in order to obtain a total sample of 96 people. The data collection technique used was a Likeart scale questionnaire in which the development of instruments for each variable was tested for content validity using the Gregory formula, construct validity testing using Comfirmatory Factor Analysis (CFA) and instrument reliability testing using the Alpha Conbach formula. The data analysis technique used is descriptive statistics and multiple and partial regression statistics. The results of the study reveal that 1) the description of interest in visiting Bantimurung tourism objects is generally categorized as high, the description of city branding is generally categorized as low and the description of city image is generally categorized as good. 2) there is the influence of city branding and city image together on the interest in visiting the Bantimurung tourist attraction, Maros Regency, the magnitude of the influence together is 66%. 3) there is a positive and significant influence of city branding on the interest in visiting the Bantimurung tourist attraction, Maros Regency, and 4) there is a positive and significant influence of city branding on the interest in visiting the Bantimurung tourist attraction, Maros Regency.

The Influence of Halal Attractions and Memorable Experiences on Tourists' Destination Choices: An Indonesian Perspective

The objective of this research is to analyze the influence of the tourism brand on decision-making developments during the holidays, as well as the contribution of religious standards, hallucinations and memorable tourist experiences. Tourism, a prominent step in the brand, is gaining a lot of attention and promotion in Indonesia. The study perfect is empirically authenticated through a field survey, a questionnaire distributed to 150 people surveyed by sampling methods. The collected data was processed with the Amos 20 software using Structural Equations (SEM). The results of the study show that memorable tourist experiences affect the natural value of a person's religiosity and the decision to visit a destination, and captivation also influence tourism choices. However, neither the attractive tourist brand nor the attraction affects the religiosity of a place, and the value of religiosity does not play roles in the judgements that tourists make to visit it.

Healthcare brands sound off: evaluating the influence of sonic branding in shaping consumer perceptions

PurposeBrand management has traditionally enlisted visual branding elements, including the brand’s graphic logo, to distinguish and communicate the personality of the brand. However, as healthcare organizations work to shape how consumers perceive their brand, organizations are also enhancing their brand identity with sound and music by creating a sonic brand. This research paper aims to examine how sonic brands influence consumer emotional reactions and trust in a healthcare provider. It also explores how sonic brands can differentially affect consumers, depending on their level of engagement in their physical and mental health.Design/methodology/approachTwo experimental studies were conducted that tested the use of a sonic logo for healthcare providers in consumption contexts that might elicit negative emotions, cancer care and mental health care.FindingsThe results suggest that the presence of a sonic logo helped to alleviate negative emotions as well as engender trust in the provider. Findings also revealed that for consumers who are less engaged in their health, a sonic logo served as a peripheral cue by enhancing perceptions of competence and empathy for the healthcare provider.Originality/valueFindings from this research provide insight into how sonic brands can increase the effectiveness of branded healthcare communications.

Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media

The aim of the research is to form the Competitiveness of Sustainable Destinations to realize tourism marketing through Local Branding. The variables tested are Local Branding and Destination Image. Social Media is expected to moderate the influence of Local Branding on the Competitiveness of Sustainable Destinations. The population is visitors to tourist attractions, while the sample is 152. Respondents are determined using the Proportionate Stratified Random Sampling technique. SEM as an analysis tool with the smartPLS.3.0 program application The results of the Sustainable Destination Competitiveness test results can be manifested through optimal management of Local Branding and Destination Image. Local Branding can be applied through Local Culture and Destination Image. Local Branding significantly affects the Competitiveness of Sustainable Destinations, while Local Culture significantly influences Local Branding. Destination Image significantly influences Local Branding and significantly influences the Competitiveness of Sustainable Destinations. Social Media is able to function as a pure moderator of the influence of Local Branding on the Competitiveness of Sustainable Tourism Destinations in Semarang City. The R - Square value in the Local Branding construct is 0.758536, meaning that Local Branding is influenced by Local Culture and Destination Image 75.85%. The Q Square value > 0 (0.575377) on the Local Branding variable indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Culture and Destination Image with Local Branding in Tourism Objects. R-Square on the construct of Sustainable Destination Competitiveness 0.817528 means that the Competitiveness of Sustainable Destinations is influenced by Local Branding and Destination Image 81.75%. The Q Square value of 0.668352 (> 0) indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Branding and Destination Image on the Competitiveness of Sustainable Tourism Destinations.

Environmentally Specific Servant Leadership and Brand Citizenship Behavior: The Role of Green-Crafting Behavior and Employee-Perceived Meaningful Work.

Sustainability and environmental concerns have become increasingly important in the business world, with organizations seeking to integrate sustainable practices and enhance their brand citizenship behavior. Servant leadership that is focused on the environment is a type of leadership approach that gives prominence to preserving and promoting environmental sustainability. This study aims to examine the impact of environmentally specific servant leadership on brand citizenship behavior, with a focus on the mediating roles of green-crafting behavior and employee-identified meaningful work. Drawing on data from a survey of 319 employees working in hotels, this study conducted partial least square-structural equation modeling (PLS-SEM) to test a dual-moderated mediation model to explore the direct and indirect effects of environmentally specific servant leadership on brand citizenship behavior. The results of this study reveal that environmentally specific servant leadership has a significant and positive impact on green-crafting behavior and employee meaningful work. Moreover, green-crafting behavior and employee-perceived meaningful work both mediate the link between environmentally specific servant leadership and brand citizenship behavior. Specifically, green-crafting behavior acts as a mediator between environmentally specific servant leadership and employee-perceived meaningful work, while employee-perceived meaningful work mediates the link between green-crafting behavior and brand citizenship behavior. These findings have important implications for managers and organizations that seek to enhance their sustainability and brand citizenship behavior. Specifically, this study highlights the critical role of environmentally specific servant leadership (ESSL) in promoting green-crafting behavior and employee-perceived meaningful work, which in turn influence brand citizenship behavior. Therefore, organizations can improve their brand citizenship performance by developing ESSL behaviors and practices that foster green-crafting behavior and employee-perceived meaningful work.

How brand familiarity influences advertising effectiveness of non-profit organizations

Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must find ways to capture consumers’ attention. The objective of this study is to explore how the different elements (image, text, logo) of print advertisements of NPOs using different emotional appeals (positive and negative) of a familiar and unfamiliar brand influence donation behaviour and the attitude toward the ad (Aad). Using eye-tracking technology and a survey, we conducted two experiments, one with unfamiliar brands of NPOs and another with a familiar brand. The results showed the advertisement areas on which participants fixated and their relationship with participants’ attitude towards the advertisement and donation behaviour. For unfamiliar NPOs, the less time it took the participant to first fixate on the logo area, the more positive attitude toward the ad when the advertisement used a negative frame. Also, participants spent more time in the image area of negatively framed ads when they had a more positive attitude toward the ad. On the other hand, for a familiar brand, the time to first fixate on the logo area had a negative correlation with the donation behaviour, indicating that the less time it takes to first fixate on the logo area, the more participants chose to donate.