Influence Of Brand Research Articles

PENGARUH FASHION INVOLVEMENT DAN VISUAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN BRAND H&M DI SURABAYA

One of the reasons for changes in progress in the development of fashion is also because people are increasingly aware of how important fashion is. Since it is easier for people to learn about new trends, they are changing the way they dress. Fashion involvement in people's lifestyles and behavior is triggered by the high level of fashion involvement. Someone with a high level of fashion involvement will think of himself as someone who lives a modern lifestyle and must be aware of being involved in fashion or creating fashion products. One's involvement with fashion (accessories) because of one's needs, values, and interest in the product is called fashion involvement (Fashion Involvement). Not only from Fashion Involvement, but awareness of fashion can be seen from Visual Branding, which is a graphic image and information that expresses the identity of a brand and what differentiates it from the others. Simply put, visual branding is everything that can be physically seen by the audience, be it logos to product packaging from a brand. This study aims to find out and analyze how the influence of Fashion Involvement and Visual Branding on Purchasing Decisions for H&M Brands in Surabaya. In this study, the researcher distributed e-cursions using a Google form to 100 respondents as a research instrument. The method used in this study was a quantitative method. The results of this study conclude that there is a positive and significant influence both partially and simultaneously from Fashion Involvement and Visual Branding on Purchasing Decisions of H&M Brands in Surabaya.

The Influence of the Drama Industry on the Increasing Decisions to Visit Indonesian Tourists to Abroad: Literature Review

In the current digital era, the use of On The Top (OTT) media such as the Netflix, Prime, Disney and other applications has become a very effective tool in promoting tourism through the drama industry. Drama acts as an effective tourism promotion tool and invites tourists to visit the country where the story is set. Dramas can generate interest in a country's culture and natural beauty, enrich tourists' experiences, and encourage them to explore the destinations depicted in dramas. Therefore, the aim of this research is to see the influence of the drama industry on increasing tourist visits, especially Indonesian tourists, to foreign countries. The design of this research is a literature review. Search for articles on Google Scholar and ProQuest with keywords based on Perception and Visit Decision. 640 articles were found in the 2013-2023 period, then screening was carried out and 39 relevant articles were found to be discussed and analyzed. The results of this research found that the influence of branding, content, celebrity involvement and social influences that influence perceptions can influence tourist visits. So it is hoped that this research will become a strategy that needs to be carried out by the film and tourism industry in Indonesia in the current era. Keywords: Branding, Content, Celebrity Involvement, Perception, Visit Decision, OTT, Drama.

Brand engagement on social media and its impact on brand equity in higher education: integrating the social identity perspective

PurposeThe rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity creation in the higher education sector. Drawing from social identity theory, this study identifies how higher education institutions develop customer-based brand equity using social media marketing and social brand engagement, taking cross-comparison between high and low subjective norms.Design/methodology/approachA survey was used to collect data from a sample of 936 undergraduates of private higher education institutions in Sri Lanka and Vietnam. These data were gathered using purposive sampling, and in testing the hypothesis and structure among the variables, structural equation modeling was used to determine the relationship between the study variables.FindingsFor the conceptual framework, the authors found that the structural equation model complies with the empirical data. The structural equation model shows that social brand engagement mediates the relationship between user-generated content, firm-generated content and brand equity. Further, the subjective norms were found to moderate the relationship between user-generated content, firm-generated content and social brand engagement, highlighting that the lower the subjective norms the higher the influence on social brand engagement as students receive low pressure and influence from external parties.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from the perceptions of undergraduates in public higher education institutes. Future researchers could widen the diversity of service settings in the sample and replicate this investigation to discover if the results are consistent across the whole services sector.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

The Influence of Brand Image, Social Environment and Cult Brand on Behavioral Intention of Smartphone Users

Entering the current digital and globalization era, people socialize using communication technology in all their activities. This makes the technology and communication industry develop very rapidly, one of which is the smartphone. This study aims to determine the effect of brand image on behavioural intention, the influence of social environment on behavioural intention, and the influence of brand cult on behavioural intention. This research was conducted by distributing questionnaires online to research samples domiciled in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) and have used the same smartphone for three years. A total of 233 respondents were collected using a purposive sampling technique. This study was analyzed using the PLS-SEM method. The results of this study indicate that brand image and brand cult have a positive and significant effect on behavioural intention. In contrast, the social environment has a positive but insignificant effect on behavioural intention. This shows that brand image and culture have a big impact on the smartphone industry and are determining factors that attract consumers to repurchase smartphone products. Based on the research results, the company is expected to be able to express its activities through marketing that consumers can realize and can also build a product that can meet the needs and desires of consumers. Companies must also have a differentiator from other brands outside of product, delivery, messaging, or marketing strategies.

Analysis of the coupled and coordinated development of sports and tourism industries and the driving factors

The Yellow River Basin has a wealth of tourism resources, a long history of folk sports, and strong legislative support, all of which are advantages for the growth of the sports tourism sector. This study constructs an evaluation index system based on panel data from nine provinces and regions in the Yellow River Basin from 2011 to 2020, and then measures the development index and analyzes the driving factors using the entropy method, coupling coordination degree model, kernel density estimation method, and grey correlation analysis method. The findings demonstrate that (1) the Yellow River Basin's overall level of growth in the sports and tourist sectors exhibits a consistent and upward trend and that Shandong and Henan provinces clearly have an edge over other provinces in terms of development. (2) The geographical development pattern was lower Yellow River > upper Yellow River > middle Yellow River, and the coupling coordination status shifted from slight disorder to good coordination. (3) There is a close connection between sports tourism and variables including population density, financial prowess, and infrastructure growth. The employment population index has the smallest link with invention patent authorization. The macro-policy framework should therefore be strengthened in the future, the sports tourism infrastructure should be improved, and the Yellow River basin's unique sports tourism resources should be fully utilized in order to increase brand influence. In addition, new sports tourism products should be developed in response to market demand and consumer preferences, and enterprise innovation and research and development efforts should be increased in order to achieve high-quality development transformation.

Brand, Quality, and CSR: Which Management Strategy Achieves High Financial Performance for Agricultural Small-Medium Enterprises?

This study aims to investigate the mechanism for the combined influence of brand, quality, and corporate social responsibility management strategy on financial performance. These management concepts are positively used in agricultural small-medium enterprises as three research streams. However, because of resource limitations, the cost of brand management would be a burden or corporate social responsibility activities may lead to harmful performance. There are many conflicting findings in the existing research. This study analyzed data from 371 agricultural small-medium enterprises in China using fsQCA 3.0. The result reveals four solution pathways for achieving high financial performance and highlights the attributes of each solution pathway. The findings suggest that integrating brand, quality, and corporate social responsibility management, or combining brand and quality management are effective options for achieving high financial performance in agricultural small-medium enterprises. These results have significant implications for managers seeking to improve their firm’s financial performance by optimizing their management strategies. JEL Classification: M14, M31, Q13

Strategi City Branding dalam meningkatkan Minat berkunjung Wisatawan pada Festival Budaya Tabut Bengkulu

The contribution of the tourism industry is one step of the government's strategy to improve the economic welfare of the community. Tourism management can encourage people to take advantage of opportunities created by various activities that can provide of profit. This condition will also contribute to business sustainability for the community in the surrounding environment. One strategy that can be implemented by the Regional Government of Bengkulu Province is through a city branding strategy to increase tourist interest in visiting the Bengkulu Tabut Cultural Festival. The Tabut Cultural Festival activities can be one of tourism promotion for Bengkulu Province to help the government introduce and invite the interest of local tourists, national tourists, or international tourists to travel in Bengkulu Province, and is expected to increase regional income. This research aims to determine: (1) the influence of city branding on destination image. (2) the influence of destination image on nostalgic emotions. (3) the influence of destination image on memorable tourism experiences. (4) the influence of nostalgic emotions on memorable tourism experiences. (5) the influence of nostalgic emotions on tourists' interest of visit the Tabut Bengkulu Cultural Festival, and (6) the influence of memorable tourism experience on tourists' interest of visit the Tabut Bengkulu Cultural Festival. This type of research is quantitative research using a causal study approach. The sample for this research was 327 visitors to the Bengkulu Tabut Festival using incidental sampling techniques. The data analysis method uses the SEM-SmartPLS program. The results of this research show that city branding has a significant effect on destination image, Destination Image has a significant effect on Nostalgic Emotion, nostalgic emotion has a direct effect on Memorable Tourism Experience, Destination Image has a significant effect on Memorable Tourism Experience, nostalgic emotion has a significant effect on on tourists' interest of visit the Tabut Bengkulu Cultural Festival, as well as the Memorable Tourism Experience has a significant influence on tourists' interest of visit the Tabut Bengkulu Cultural Festival

Analysis of the Influence Islamic Branding on the Intention of the Community in Gowa District to Become Customers of Bank Syariah Indonesia (BSI)

The research is aimed at: (1) knowing the influence of Islamic branding on public interest in becoming a customer at BSI Branch Gowa; (2) finding out the impact of Shariah financial literature on the interest of the public being a customer at BSI Gowa Branch; (3) knowing about the effect of service quality on the public's interest in becoming a customer; and (4) learning about the influences of Muslim branding, shariah finance literature, and service quality on public interest in becoming a client at BSI Branch Gowa. This type of research is quantitative and descriptive. The data used is primary data. Primary data is collected using questionnaires, observations, and documentation. double-linear regression test analysis method. Sampling is a simple, random sampling technique. The sample used as many as 80 respondents, and data analysis was done using IBM SPSS 28. The results of this study show that: (1) Islamic branding has no positive and non-significant influence on public interest in BSI Gowa Branch; (2) Shariah financial literacy has a positive and significant influence upon public interest to become a customer of BSI Gowa Branch; (3) Service quality has a negative and significant impact on the interest of the public in becoming a customer; and (4) Islamic branding, Sharial literature, and Service quality have a positive and significant effect on the public's interest in being a customer at BSI Gowa Branch. Implications in this study are that Islamic branding has become an early reflection of BSI Gowa branch operating in accordance with the principle of shariah, even though the public is not fully aware of this. A high level of understanding of the sharial financial literature can give a boost to the public, especially about BSI Gwang Gowa branch, and good service quality is able to have a positive impact on the development of BSI Gowa branches.

The Impact of Employer Branding and Career Development on Employee Retention at Al-Ibrah Foundation

The purpose of this research is to determine the influence of employer branding and career development on employee retention applied at Al-Ibrah School in Gresik. The sampling was done using the proportionate stratified random sampling method. The sample for this study consisted of 65 respondents who were teachers at Al Ibrah School from kindergarten, elementary school, and junior high school levels. The analysis technique used in this research was multiple linear regression using SPSS software. The analysis results showed that (1) employer branding has a positive effect on employee retention, (2) career development has a positive effect on employee retention, and (3) employer branding and career development have a positive effect on employee retention. This indicates that the employer branding and career development implemented by Al Ibrah School in Gresik are important in retaining teachers who teach at the school.

Exploring and Analyzing ESG Activity Evaluation Factors of Sports Brands using Delphi and AHP Techniques

PURPOSE This study aimed to identify and establish ESG activity assessment factors tailored for sports brands, offering a foundational framework for fostering sustainability within the sports industry.METHODS A Delphi survey was conducted between December 1, 2022, and January 31, 2023, involving university professors, sports brand executives, ESG researchers, sports marketing majors , a nd sports brand influencers. Data were analyzed using SPSS WIN 24.0 and MS Excel, encompassing research subject classification, consistency verification, and empirical analysis.RESULTS The assessment of ESG activity evaluation factors of sports brands revealed that governance, social, and environmental dimensions ranked in descending order of relative importance. Among specific evaluation criteria, the adoption of employee ethics regulations was deemed paramount in the governance evaluation area, while support for stakeholder welfare and social well-being took precedence in the social evaluation category. In the environmental sector, the production and delivery of eco-friendly, durable products held the highest significance. Further analysis, considering the weighted priorities of all evaluation factors, emphasized the importance of factors, such as the adoption of employee ethics regulations, support for stakeholder welfare, social well-being, and the production and delivery of eco-friendly, durable products. Conversely, disclosure of company information and issues, support for the underprivileged, and general shareholders' meeting or agenda for the protection of shareholders' rights and interests ranked lower.CONCLUSIONS In summary, this study validates the role of governance (G) aspects within ESG activities for sports brands, alongside environmental and social dimensions. It highlights the importance of a balanced ESG framework, particularly in an era marked by heightened social responsibility awareness among consumers. Prioritizing governance in marketing strategies not only distinguishes sports brands but also necessitates impactful promotion and advertising efforts.

Influence of Hydraulic Oil Brands on the Completeness and Accuracy of Diagnostics of Hydraulic Units of Russian and Foreign Production

Introduction. Russian and foreign manufacturers of volumetric hydraulic drives recommend using hydraulic oils (working fluid) from certain manufacturers for their hydraulic units: Lukoil, Gazpromneft, Mobil, Hydrau Gard, SHELL, Total, etc. The oils have different physicochemical properties, because of different additive packages in their composition. However, changes in these properties during operation are a negative factor. In this regard, the physicochemical properties of the power fluid will affect the determination of diagnostic parameters, namely their accuracy and reliability. Therefore, when monitoring the technical condition of volumetric hydraulic drives in bench equipment, it is necessary to use hydraulic oil, with constant physico-chemical properties. To select power fluid for determining the parameters of diagnosing new and existing volumetric hydraulic drives of Russian and foreign production with a minimum error, it is necessary to conduct experimental studies. Aim of the Article. The study was aimed at determining the dependence of changes in the parameters of diagnosing new and operating hydraulic units of Russian and foreign production on the power fluid temperature. Materials and Methods. As power fluid there were used Hydraulic oils MGE-46B and SHELL TELLUS S2 V46 recommended by manufacturers for volumetric hydraulic drives НST-90, НST-112 and Danfoss Power Solutions 90-series respectively. During the experiment, the volume efficiency and torque of volumetric hydraulic drives were tested as diagnostic parameters. The tests were carried out on specialized bench equipment in accordance with the requirements (methodology) of the manufacturers. Results. Experimental studies presented in the article have shown that the changes in the temperature of the power fluid affect significantly the accuracy of the diagnosed parameters of hydraulic units under study. It was found that the power fluid SHELL TELLUS S2 V46 allows reliably determining the diagnostic parameters of new and having operating time domestic hydraulic units. Optimal temperature ranges equal to 60...69 °C were obtained for power fluid – MGE-46V when testing new and having operating time foreign hydraulic units Danfoss Power Solutions 90-series. Discussion and Conclusion. It has been found that the power fluid MGE-46B in optimal temperature ranges ensures the completeness and high accuracy of diagnosing new and having operating time hydraulic units of Russian and foreign production in accordance with the requirements of GOST 17108 and manufacturers. Therefore, this hydraulic oil can be used as a universal power fluid for monitoring the technical condition of various hydraulic units at repair enterprises.

Regulations Government Moderate the Influence of Price and Brand Image on Interest in Buying Electric Cars in the Mebidang Metropolitan City (Medan-Binjai-Deli Serdang)

Research objectives: To analyze and know the role of the government in regulating the government's moderate influence on price, facilities, and brand image towards interest in buying electric cars and electricity in the Mebidang Metropolitan City (Medan-Binjai-Deli Serdang). Population from study This is a candidate interested consumers buying car electricity at electricity in the Mebidang Metropolitan City (Medan-Binjai-Deli Serdang). Because the population amount is unknown, the researcher determines the sample size using the Lemeshow formula, which amounts to 384 respondents. Sample determination using purposive sampling, i.e., candidate consumer Already owns a car, income >= 10 million rupiah. Data was obtained with a questionnaire online via Google Forms. Hypotheses are tested using validity test methods, reliability tests, assumption tests classic, regression multiplex, and hypothesis testing with SPSS. Based on the results, Price research matters positively and significant to Purchase Interest, Facilities influential positively and significant to purchase intention, brand image is influential positive and significant to Purchase Intention, Brand Image are influential positive and significant to Purchase Interest, Regulation Government can moderate influence Brand Image against Purchase Interest, Regulation Government No can moderate influence Price to Purchase interest.

The Impact of Product Quality and Brand on Purchase Decision: A Study on Elzatta Hijab Products in Sidoarjo


 
 
 
 
 
 
 
 
 
 
 This quantitative research aims to investigate the influence of product quality and brand on purchase decisions for Elzatta Hijab products in Sidoarjo. Using purposive sampling, 100 respondents who had purchased Elzatta Hijab products in Sidoarjo were surveyed. The study employed validity and reliability tests for data quality assessment and conducted multiple linear regression analysis using SPSS version 18.0 for data analysis. The findings reveal that both product quality and brand have a significant individual impact on purchase decisions. Furthermore, when considered simultaneously, product quality and brand collectively exert a significant influence on purchase decisions. These results underscore the importance of product quality and brand perception in shaping consumer purchase choices, offering valuable insights for marketers and businesses in the hijab industry.
 Highlights:
 
 Product Quality and Brand Influence: This study demonstrates the significant impact of product quality and brand on consumer purchase decisions, emphasizing their crucial role in the marketplace.
 Consumer Preferences: The research highlights the importance of understanding consumer preferences in the hijab industry, particularly in Sidoarjo, providing valuable insights for businesses.
 Marketing Strategy Insights: The findings offer practical insights for marketers to formulate effective strategies for promoting hijab products and enhancing brand perception.
 
 Keywords: Product Quality, Brand, Purchase Decision, Elzatta Hijab, Consumer Behavior
 
 
 
 
 
 
 
 
 
 

The Impact of Brand Society and Narrative Branding on Brand Image and its Implications on Consumer Purchase Behavior: A Case Study of Luxury Fashion Brands in Jakarta

Objetive: This study delves into the fascinating world of luxury fashion, investigating the influence of brand society and narrative branding on brand image and consumer purchase behavior.
 
 Method: Through the analysis of data collected from 204 respondents via online questionnaires and employing Structural Equation Modeling (SEM) with Smart PLS software, the research uncovers valuable insights. Notably, the study introduces the novel concept of brand society, emphasizing the importance of fostering a sense of community and exclusivity among luxury fashion brand consumers. Additionally, it sheds light on the impact of narrative branding, highlighting the significance of storytelling techniques in shaping consumer perceptions.
 
 Implications: The interplay between brand society, narrative branding, brand image, and consumer purchase behavior is explored, leading to a comprehensive understanding of these relationships within the luxury fashion context. The implications of these findings for luxury fashion brands are substantial. To cultivate consumer loyalty and stimulate purchase intentions, brands are advised to establish a strong brand society through exclusive events, loyalty programs, and online platforms. Moreover, employing effective narrative branding strategies that forge emotional connections and effectively communicate brand values can enhance brand image and customer engagement.
 
 Results and conclusion: The study enriches our comprehension of the social dynamics and storytelling strategies within the luxury fashion industry. By providing practical guidance for brand managers and marketers, it aids in creating engaging brand experiences, strengthening consumer relationships, and driving purchase behavior in the highly competitive luxury fashion market.

Influence Brand Experience, Viral Marketing and Brand Image to Brand Loyalty to Service Users Streaming Spotify in Indonesia

The development of a competitive music streaming application industry has an impact on the company's success with a focus on brand loyalty. This study aims to understand the effect of brand experience, viral marketing, and brand image on Spotify user loyalty in Indonesia. A quantitative approach was used by involving 100 Spotify user respondents aged 18-50 years, who use Instagram, through a purposive sampling technique. Primary data was collected through a questionnaire with a five-point Likert Scale. Data analysis used multiple linear regression with IBM SPSS version 26. The findings show that brand experience and viral marketing have no positive effect on brand loyalty. However, brand image has a positive influence. Therefore, it is advisable for companies to enhance features and apply conventional marketing strategies to improve brand experience and achieve better brand loyalty.

Analysis on the Co-branding Strategy of Gucci

Co-branding has become a vital strategy in the fashion marketing industry. The strategy involves collaborating with other brands to jointly innovate new products. This paper looks at the positive and negative aspects of co-branding. Taking the co-branding initiatives by Gucci as a case study, this paper makes the following findings. Co-branding helps brands to grow as long as both the two collaborating brands have unique strengths that make them better together. Such strengths may include market reach, brand awareness and reputation, and technical know-how. However, co-branding may produce unintended negative consequences when one brand suffers a negative brand image, which ends up getting transferred to the co-branding partner. Furthermore, either of the collaborating brands may lose its original brand image due to the influence of the partner brand. In the case of Gucci, it is found that the co-branding initiatives have resulted in mutual benefits for Gucci and its partners, but the strategy should not be extended for a long duration, as this is a risk factor for brand dilution.

The Influence of Personal Branding and Institutional Factors on the Name, Image, and Likeness Value of Collegiate Athletes’ Social Media Posts

Most collegiate athletes in the United States monetize their name, image, and likeness (NIL) through social media influencer marketing. This provides an opportunity to examine the factors that impact their social media NIL value. Therefore, we investigate the effects of personal branding factors (quality of Instagram biography, posting frequency, and account verification status) and institutional factors (competition level, university brand, and sport gender) on the social media NIL value of men’s and women’s college basketball athletes (N = 907) in California while controlling for local market characteristics. A linear regression analysis shows significant relationships between social media NIL value and competition level, university brand, sport gender, posting frequency, and account verification. Our results offer new theoretical and practical understandings of the relationships between brands in the sport brand ecosystem and the NIL value of sport influencer’s social media posts.

Do CSR efforts that focus on helping the environment influence brand purchase more than other forms of CSR?

Much has been written about corporate social responsibility (CSR). However, different types of CSR efforts may differentially influence consumer responses. We posit that CSR efforts that emphasize helping the environment affirm the moral values of universalism and benevolence. We advance a novel theory and provide empirical evidence regarding the unique emotional and behavioral effects of environment-based CSR relative to other CSR efforts, such as employee/fair labor practices and philanthropy/cause CSR. Specifically, we theorize and find that environment-based CSR has a stronger impact on brand purchase than these other types of CSR efforts, given its strong influence on consumers’ feelings of elevation and brand-self connections. The current study holds important implications for CSR theory, managers, and future research.

The Nexus Among Mobile-App Quality (M-app-QUAL), Brand Relationship, Brand Advocacy, and Brand Equity in the Retail Industry

Consumers increasingly use mobile applications for purchasing decisions; uncovering the dimensions of service quality relevant to these apps is essential. Existing research has extensively studied online service quality in e-commerce settings, and some studies focused on mobile shopping. However, these scales do not capture all aspects relevant to mobile apps. By administering surveys, we propose and validate the dimensions of the M-app-QUAL scale using a nomological network linking the service quality dimensions to consumer outcomes. Our results demonstrate that proposed constructs have varying impacts on relational constructs- brand identification and brand attachment, which in turn, influence brand advocacy and brand equity. Moreover, theoretical and managerial contributions are detailed.

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.