Influence Of Brand Research Articles

THE IMPACT OF BRAND, PRODUCT QUALITY, AND PRICE ON THE DECISION TO PURCHASE A SAMSUNG GALAXY S8 SMARTPHONE IN TUNJUNGAN PLAZA, SURABAYA CITY.

The current development of telecommunications is driven by consumer needs for more effective communication. From the middle class to the upper class, they want to have fast communication without being disturbed by the communication process. With this development, the telecommunications industry is increasingly competing to provide the best for market satisfaction, so that more and more mobile phone products are turning into smart phone products with different features and qualities. Such market competition conditions require a telecommunications company to create a more effective and efficient strategy to attract consumers. There are many considerations that consumers think about before purchasing goods/services. Some of them are considering the product to be purchased, by adjusting the desires, needs and benefits that will be obtained after purchasing the product, as well as the price that will be spent to get the product by adjusting purchasing ability. The problem in this research is whether there is an influence of brand, product quality and price variables on the decision to purchase the Samsung Galaxy S8 smartphone at Tunjungan Plaza, Surabaya City? The data used in this research is primary data obtained by distributing questionnaires to Samsung customers at Tunjungan Plaza Surabaya. In partial testing, the brand image variable (X1) has a significant influence on purchasing decisions (Y) with a calculated t of 3.646 which is greater than the t table of 1.98609, with a significance level smaller than 0.05. The product quality variable (X2) has a significant influence on purchasing decisions (Y) with a calculated t of 2.829 which is greater than the t table of 1.98609, with a significance level smaller than 0.05. and the price variable (X3) has a significant influence on purchasing decisions (Y) with a calculated t of 2.239 which is greater than a t table of 9.707 which is greater than a t table of 1.98609, with a significance level smaller than 0.05.

We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?

Location-based advertising is continuing to grow in popularity among brands and retailers to deliver marketing messages and promotions. However, little is known about how and why these ads generate brand engagement. This study fills this gap. This paper indicates that two important features of location-based advertising (LBA)—location congruency and personalization—influence brand engagement and that the underlying mechanism behind this relationship is consumer brand identification. Further, it shows it is not only the personalization feature of these ads that increases its effectiveness, but the ad should also be location-congruent to make it effective. The conceptual model is tested by manipulating location-congruency and personalization features of LBA in two different contexts. This study is among the first to provide empirical evidence that LBA increases brand engagement and to uncover the theoretical mechanism of this relationship.

Research on the Influence of Brands Endorsed by Mainland Stars on the Behavior of Local Consumers

With Chinas economic growth, domestic celebrities are increasingly visible on the international stage. Many fashion brands opt for celebrity endorsements to enhance their brand influence and awareness. Celebrity endorsement has been a common communication strategy, garnering consumer attention and elevating a brands competitiveness. It also enhances the commercial value of the endorsing star. Celebrities attract highly loyal fan bases, resulting in increased participation in endorsed brand activities. This boosts brand favorability among consumers and can convert star fans into brand loyalists, expanding international influence. However, recent negative news about celebrities has affected brand endorsements. Fans often defend their idols, which can harm the brands image. This paper addresses the following questions: 1. Is there a positive correlation between celebrity endorsements and consumer product consumption behavior? 2. Do consumers attitudes toward brands correlate with their consumption behavior? 3. Are idol-endorsed ads positively correlated with increased consumption by fans? Some brands have experienced short-term increases in awareness and sales, but whether this can be sustained requires consideration. Additionally, while most endorsements aim to boost brand awareness and sales, their impact on non-fan consumers, particularly whether such endorsements trigger aversion or resistance, merits further discussion. This study will review existing research, analyze the influence of celebrity endorsements on brands and sales trends, and examine the purchasing power of different consumer groups, including fan and non-fan segments.

Brand Credibility: Navigating the Pathway to Customer Satisfaction and Loyalty

Customers are a very valuable asset for any company or brand. Brand credibility is playing a key role in developing customers’ behavioral patterns. The credibility and integrity of a company play an essential role in making its customers contended with the services and also in maintaining their customers for a prolonged time. Considering the importance of customers and brands in marketing any product(s) or service(s), this study aims to analyze the influence of brand credibility on customer satisfaction and loyalty as well as to explicate the association between customer satisfaction or gratification and customer loyalty or devotion. The study was quantitative in nature and a close-ended questionnaire was distributed amongst the drawn sample to assess the influence of credible brands on clients’ satisfaction, devotion, and loyalty towards the brand. A convenient sampling procedure was adopted for acquiring data from the target population of Islamabad/Rawalpindi and the sample size was 160 respondents using the banking services of any public or private sector bank of Pakistan and residing in Islamabad and Rawalpindi. It was found that brand credibility is positively associated with customer loyalty and satisfaction. Besides, the findings also acknowledged a positive association of customer satisfaction with customer devotion and loyalty. This means that the more a brand is credible, the more customer satisfaction is achieved, which consequently influences customer loyalty trust, and devotion toward the brand in a positive manner. Keywords: Brand, Customers, Brand Credibility, Customer Satisfaction, Customer Loyalty.

Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific

This study aims to analyze the influence of influencer marketing and brand love on purchasing decisions for skincare skintific products. This research method is a quantitative method. The hypothesis of this study was tested using the Structural Equation Model, because this SEM model test is an advanced development of multiple regression analysis. The results of this study indicate that the T-statistic value of influencer marketing on purchasing decisions is 3.348. The test results show that the T-statistic value> 1.96. The influencer marketing variable on purchasing decisions shows a value of 0.001. The T-statistic value of brand love on purchasing decisions is 2.459. The test results show that the T-statistic value is> 1.96. The brand love variable on purchasing decisions shows a value of 0.014. It is concluded that influencer marketing and brand love have an effect on purchasing decisions. With an R-square value of 0.489, it is concluded that the purchasing decision variable (Y) can be explained by the influencer marketing and brand love variables by 48.9%. Meanwhile, other factors influence the remaining 51.1%.

Implementation of sustainable hospitality by improving brand equity in tourism industry: A study case

This study explores the connection between environmental sustainability narratives ("green narratives") and brand equity in the hospitality industry. It investigates how adopting and communicating sustainability practices affect customer-based brand equity (CBBE) using a comprehensive framework that integrates horizontal and vertical analysis and Kevin Lane Keller's CBBE model. The horizontal analysis measured how these efforts resonate with customers and influence brand perception. The vertical analysis examined the depth of sustainability initiatives, emphasizing their integration within the organization, such as eco-friendly layout, authentic local food, and excellent service. Keller's CBBE model guides the exploration of brand development stages, from identity to resonance, highlighting how green narratives impact brand recognition, significance, response, and resonance. Through this research, the author aims to uncover how green narratives shape customer perceptions and loyalty in the hospitality industry. The data for this study came from semi-structured interviews conducted as part of the qualitative research methodology. After that, the gathered data was investigated using Keller's model, vertical analysis, and horizontal analysis. Plataran's social media green narratives have a positive impact on brand equity because consumers respect and believe in companies that are committed to protecting the environment and cultural traditions. Brand resonance can be increased through active participation on social media, satisfaction surveys, loyalty plans, and creating a sense of community.

Influence Brand Awareness, Product Variations and Word of Mouth Towards Customer Satisfaction at Coffee Shop Tuku Cipete Branch, South Jakarta

This study aims to determine the influence of the independent variables of this study in the form of brand awareness variables, product variation variables and word of mouth variables on the dependent variables of this study with customer satisfaction variables at Coffee Shop Cipete South Jakarta Branch. The method in this study is descriptive-quantitative with a population in the form of respondents or, more specifically, consumers of Coffee Shop Tuku. The sample of research respondents was 100 using non-probability sampling techniques. In using non-probability sampling techniques, the pieces are expected to meet the conditions or criteria required in this study. The data used was in the foata through the distribution of questionnaires with model tests in the form of multiple linear regression processed using SPSS 25. The results were obtained after data processing analysis with the following conclusions: Brand Awareness, Product Variations, and Word of Mouth positively and significantly affect Customer Satisfaction. It was previously tested against statements that were declared valid and reliable.

Personal branding through Fashion blogging and its impact on Consumers

This research paper sets out to examine the influence of personal branding and fashion bloggers on our shopping habits and perceptions of fashion in the digital realm. It is noted that fashion bloggers act as influential online friends, imparting style tips and introducing us to new fashion trends and brands. The study underscores the importance of building a strong personal brand, with a focus on authenticity and expertise as key factors in gaining the trust of an audience. The paper also highlights the impact of fashion bloggers on consumer behaviour, demonstrating their ability to shape preferences and create a sense of trust that often surpasses traditional advertising methods. The study emphasises the interconnected relationship between personal branding, fashion blogging, and consumer decision-making, showcasing the profound impact they have on the digital fashion landscape.

The Research on the Influence of Fast Fashion Brands' Social Responsibility on Consumers' Purchase Intention: Taking H&M as an Example

Fast fashion companies are renowned for offering "affordable, fast, and fashionable" clothing, providing more consumers access to affordable fashion. With the advancement of corporate social responsibility globalization, more and more consumers are also concerned about the corporate social responsibility of fast fashion brands. Taking H&M Group's corporate social responsibility as an example, this paper examined the relationship between Chinese consumers' purchase intention and CSR, discussed the critical considerations for consumers to make purchase decisions for fast fashion products, reviewed the pertinent research on fast fashion, CSR, and elaborated on the interplay between the three and how they affect one another, with the hope of advancing the field of corporate social responsibility research in developing countries. The empirical findings of this study can aid decision makers in comprehending the attitudes of Chinese consumers toward corporate social responsibility, encouraging businesses to actively implement social responsibility strategies and assisting businesses in carrying out corporate social responsibility marketing. The 92 valid questionnaires collected in this study's questionnaire survey yielded the following findings: due to individual variances, the CSR of fast fashion brands affects consumers differently in China. Corporate social responsibility is crucial and can in some cases help to control consumers' intentions to make purchases.

Analysis on the Development Strategy of Starbucks' Layout in Third and Fourth Tier Cities in China

Recent surveys found that the stores of Starbucks are mostly located in first and second tier cities in China and its objective customers are high income earners. However, in its 2025 expansion plan, the main objective of Starbucks is to enter low tier cities in China due to the high consumption potential in those cities. In order to help Starbucks achieve its plan, this paper will use the SWOT model to analysis internal strength and weakness, external opportunities and threats of Starbucks. The paper found that Starbucks has high user viscosity, strong monopoly power and financial capacity. Besides, the economic conditions in low tier cities are also beneficial to Starbucks such as low cost on daily life bringing out higher level of disposable income and increasing demand for coffee. In the contrast, we found that Starbucks has several problems such as inefficient chain of command, cost pressure due to large investment on digital technology and poor product differentiation. Whats worse, there is fierce battle among other brands and undeveloped consumption concept in the low tier cities. According to the analysis above, we suggest that Starbucks should adopt some strategies such as price discrimination strategy, making product differentiation, increasing investment in digitization and new retail, enhancing the brand influence, seeking for new suppliers with lower prices, shutting down underperforming stores and making improvement on quality of product, service and environment.

Analysis of the Brand Marketing Strategies of Coca-Cola on TikTok

The impact of social media platforms on brand influence is one of the key research topics today. Researchers found that TokTik, as a short video based social media platform, has a large group of young users, and its entertaining and creative content has attracted users worldwide. However, there are still research gaps and lack of unified explanation on the impact of brand influence on the TokTik platform. Therefore, by analyzing Coca Cola's marketing strategies and activities on TokTik, this study reveals the positive impact of TokTik on brand awareness and recognition. Coca Cola encouraged users to participate in and share dancing videos by launching a challenge activity called "# CokeDance" on TokTik, which has achieved more than 100000 challenges and greatly increased brand exposure. In addition, the launch of TokTik short video ads and the cooperation between the brand and bloggers have further increased consumers' awareness and loyalty to the Coca Cola brand. This study provides a useful reference for other brands to develop brand marketing strategies and enhance brand influence on the TokTik platform.

Pengaruh Harga, Brand Image, Personal Branding, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Batik

This research aims to test, analyze and explain the influence of price, brand image, personal branding and service quality on decisions to purchase batik products at Batik Riziq Pekalongan partially and simultaneously. This research is a type of quantitative research. This research was conducted using a questionnaire to 100 respondents of Batik Riziq Pekalongan consumers. Sampling used non-probability sampling with purposive sampling technique. This research uses multiple linear regression analysis. The data that has been collected is processed using the SPSS version 25 program. The results obtained in the research show that partially price (X1), brand image (X2), and service quality (X4) each have an influence on purchasing decisions (Y), while partially personal branding (X3) has no effect on purchasing decisions (Y). Meanwhile, the results of simultaneous testing show that price (X1), brand image (X2), personal branding (X3) and service quality (X4) together influence the purchasing decision (Y) of batik products at Batik Riziq Pekalongan.

Exploring Branding Approaches and Their Impact on Customer Loyalty: A Study of Agro-Allied Small and Medium Enterprises in Lagos State

In the contemporary business landscape, the interplay between Online Branding and Customer Loyalty presents a critical challenge. This study was conducted to thoroughly explore the influence of Online Branding on Customer Loyalty, with the goal of providing valuable insights into the extent of this relationship. Using robust quantitative analysis and statistical techniques, the research revealed a significant correlation between Online Branding and Customer Loyalty. This linkage, with a high coefficient of determination (R Square), underscores the role of Online Branding in driving Customer Loyalty. The findings also demonstrate a moderate and positive relationship, signifying that changes in Online Branding have a meaningful impact on Customer Loyalty. The research results affirm that Online Branding does indeed influence Customer Loyalty. Therefore, it is recommended that businesses prioritize the refinement of their Online Branding strategies to bolster Customer Loyalty, thereby ensuring enduring customer retention and sustained business success.

Effects of Hydrofluoric Acid Concentrations, Commercial Brands, and Adhesive Application on the Bond Strength of a Resin Luting Agent to Lithium Disilicate Glass Ceramic.

To evaluate the surface topography/roughness and bond strength of a resin luting agent to a lithium disilicate glass ceramic after etching with different concentrations of hydrofluoric acid (HF) and commercial brands. For bond strength evaluation, 260 lithium disilicate glass ceramic (EMX) discs were randomly distributed into 13 groups based on concentrations of HF and commercial brands (n=20): 5% and 10%, Lysanda (LY5 and LY10); 5% and 10%, Maquira (MA5 and MA10); 5% and 10%, FGM (FG5 and FG10); 4.8%, Ivoclar Vivadent (IV5); 5% and 10%, PHS do Brasil (PH5 and PH10); 5% and 10%, BM4 (BM5 and BM10); 9%, Ultradent Inc (UL10); and Dentsply (DE10). A further random distribution (n=10) was made based on the application (+) or absence (-) of an adhesive layer. Resin luting agent cylinders (1 mm in diameter) were added on EMX surfaces, light-cured, and stored for 24 hours in deionized water at 37°C. On a universal testing machine (DL 500, EMIC), specimens were submitted to a microshear bond strength test at a crosshead speed of 1 mm/min until failure. A representative etched EMX disc from each group underwent surface topography analysis using field-emission scanning electron microscopy (n=1), and five (n=5) etched EMX discs from each group were tested for surface roughness. Data were statistically analyzed using analysis of variance and Tukey test (α=0.05). A less conditioned and smoother surface was observed for 5% HF compared to 10%. Additionally, commercial brands of HF were shown to affect bond strength. When the adhesive layer was not used (-), a 10% concentration promoted higher bond strengths to EMX. However, when adhesive was applied (+), the concentrations of HF and commercial brands had no effect on bond strength results. A 10% concentration of HF results in higher bond strength than a 5% concentration. If an adhesive layer is applied, neither this distinction nor the influence of commercial brands is observed.

Brand Ambassador, Korean Wave dan Brand Image dalam Pembentukan Brand Awareness Pada Produk Skincare Somethinc di Kota Semarang

Building brand awareness is a marketing strategy that can lead consumers to develop preferences for brands and products. By utilizing Hallyu culture or the Korean Wave to improve the brand image of Somethinc products, it can have a positive influence on brand awareness as much as possible. This research aims to determine the influence of the Ambassador brand, Korean wave and brand image in forming brand awareness of Somethinc skincare products. The research sample used was 97 respondents with the criteria of having used Somehinc products in Semarang City. The sampling method uses a non-probability sampling approach with purposive sampling technique. Multiple regression analysis was used to analyze the data in this study. The research results show that brand ambassadors and brand image have a positive and significant effect on brand awareness. Meanwhile, the Korean Wave has no effect on brand awareness.

THE INFLUENCE OF A HERITAGE CITY BRANDING ON THE CITY’S BRAND IDENTITY AND BRAND IMAGE, AND TOURISTS’ VISITING DECISION

The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city’s brand identity and brand image, and tourists’ visiting decision. This study was done in a quantitative approach. The data was collected by distributing online questionnaire, targeting visitors of Yogyakarta city. A total of 216 respondents participated in this study, obtained using a purposive sampling method. The data was analyzed using Structural Equation Modeling (SEM) in AMOS 21.0. The results show that the city branding directly influences the brand identity and visiting decision, but does not directly influence the brand image. Furthermore, the brand identity has a positive, significant and direct influence on the brand image and visiting decision. The brand identity mediates the influence of city branding on the visiting decision. The brand identity also mediates the influence of city branding on the brand image. Lastly, the brand image mediates the influence of brand identity on the visiting decision.JEL: M30, M31, M39.

Exploring Sustainable Development Pathways for Agri-Food Supply Chains Empowered by Cross-Border E-Commerce Platforms: A Hybrid Grounded Theory and DEMATEL-ISM-MICMAC Approach.

As cross-border e-commerce platforms become increasingly integrated into the agricultural supply chain, the establishment of a sustainable supply chain ecosystem is of paramount importance. This study, grounded in the platform theory and the supply chain ecosystem theory, combines the grounded theory and the DEMATEL-ISM-MICMAC model to thoroughly analyze the complex mechanisms driving sustainable development. Utilizing the grounded theory, we construct a system of driving factors comprising five primary indicators and eighteen secondary indicators. The hybrid model reveals the interrelationships, significance, system hierarchy, and dependence-driving relationships among these factors. Notably, the driving factor system is categorized into a six-level hierarchical structure, encompassing profound elements, such as policy optimization and digital empowerment, as well as surface-level factors, such as simplification of customs procedures and consumer demand forecasting. Based on the analysis results, this research proposes a set of pathways to achieve the sustainability of the supply chain. These strategies involve improving cross-border agricultural e-commerce policy frameworks, enhancing digital-driven supply-demand coordination, strengthening logistics infrastructure and transparency, and cultivating brand influence. The study's findings not only enrich the relevant theories but also provide practical guidance for the coordinated advancement of economic, social, environmental, and resilient development. Furthermore, they are conducive to advancing the United Nations Sustainable Development Goals.

Investigating how consumer-perceived value and store image influence brand loyalty in emerging markets

PurposeThis study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.Design/methodology/approachThis study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.FindingsThis research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.Originality/valueThis study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.

Реализация модели оценки стоимости компании с учетом влияния бренда в рамках компьютеризированной деловой игры «Конкуренция»

This article aims to design and implement a model for assessing the impact of brand on the value of the com-pany in the context of computerized business game “Competition”. Brand, as a key asset of the company, plays an important role in shaping its success in the market. The author analyzes how brand factors affect the finan-cial performance and the company’s overall value in a competitive environment. The article discusses the methodology and development of the Hirose model, as well as its implementation in the business game “Competition”, describes the process of brand influence on the company’s financial results in the context of a computer business game, examines analytical data and statistics obtained during business process modeling. The results obtained from the study provide a better understanding of how brand strategies affect the long-term sustainability of companies and their competitiveness. The practical value of the study resides in the fact that the improvement of the business game algorithm will allow students to better understand how brands affect financial performance and overall company value. This is an important aspect of economic and business edu-cation that aids future entrepreneurs and managers to better understand the strategic importance of branding.

Pengaruh Electronic Word of Mouth Dan Customer Experience Terhadap Brand Trust UD. Mahameru Motor

This research aims to find out how electronic word of mouth, customer experience, and brand trust influence partially or simultaneously at UD. Mahameru Motor Kediri data used in research consists of several questionnaires, documentation, interviews, surveys, and several literature studies that are still related to research. Data analysis uses the SPSS program with analysis techniques of validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, F test, coefficient of determination. From the research results, it is known that electronic word of mouth has an effect on brand trust with a sig t value of 0.021 < 0.05. Customer experience influences brand trust with a sig t value of 0.000 < 0.05. Electronic word of mouth and customer experience influence brand trust with a sig F value of 0.000 < 0.05.