Brand Innovation Research Articles

PENINGKATAN DAYA SAING UMKM MELALUI STRATEGI BRANDING YANG EFEKTIF DAN INOVATIF

Enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) is a key focus in supporting national economic growth. This community service program aims to provide training and guidance for MSME actors on effective and innovative branding strategies to improve their ability to compete in local and national markets. The program is a collaboration between Gunadarma University and the Indonesian Association of Young Lecturers (ADMI), conducted during the PTA 2024/2025 academic year through online and offline sessions. The program integrates the university's expertise in Information and Communication Technology (ICT), involving four faculties and ten related disciplines, such as information systems, accounting, and communication studies. The training includes digital branding, brand identity management, and technology-based marketing strategies. This program is expected to enhance the skills of MSME actors in building competitive brands and produce outputs such as scientific publications, activity documentation, and increased lecturer participation in community service initiatives.

EXPLORING THE IMPACT OF INFLUENCER MARKETING STRATEGIES ON SUSTAINABILITY IN THE FASHION INDUSTRY

The rising popularity of social media has compelled businesses to rethink their marketing approaches, focusing on engaging a broader customer base by offering value and facilitating two-way interactions. This shift gave rise to influencer marketing as an innovative brand promotion strategy. When influencers collaborate with brands targeting the appropriate audience, they can enhance brand recognition and add significant value to businesses. This study examines how source credibility factors—such as trustworthiness, attractiveness, and perceived expertise—affect consumer attitudes toward fashion influencers and how these attitudes shape consumers’ intentions to purchase and recommend products. The sample comprises 342 followers of a prominent Indonesian fashion influencer, selected using a simple random sampling method. Hierarchical regression analysis, performed in SPSS, reveals that trustworthiness and perceived expertise significantly impact perceptions of influencers in the fashion industry

Analysis of the perceived firm ethicality and brand loyalty through the lens of corporate social responsibility, green brand innovativeness and green marketing: evidence from an emerging economy

Purpose The aim of this study is to examine the relationship between the perceived firm ethicality and loyalty behaviour of consumers through the lens of corporate social responsibility (CSR), green brand innovativeness (GBI) and green marketing (GM). Design/methodology/approach The authors used questionnaires as a primary method of data collection. The authors selected four large malls in Jakarta, the capital of Indonesia and three large malls in Surabaya, the second-largest city in the country. These locations were chosen due to their high levels of consumer activity and the presence of numerous products from major companies. Findings The findings provide strong support for all proposed hypotheses, confirming that perceived firm ethicality plays a crucial role in significantly enhancing brand loyalty. This positive relationship however is mediated through distinct pathways, namely CSR, GBI and GM. Each of these factors contributes meaningfully to shaping consumer perceptions of a firm’s ethicality, which in turn drives greater loyalty to the brand. Collectively, these strategies synergise to amplify a firm’s perceived ethicality, further solidifying brand loyalty. Notably, CSR, perceived firm ethicality, GBI and GM together account for approximately 65.2% of the variance in customer brand loyalty. Originality/value The study offers important theoretical insights into attachment theory by extending it to consumer-brand relationships, demonstrating that perceived firm ethicality fosters emotional attachment, which enhances brand loyalty. Just as secure attachment in human relationships builds trust and loyalty, consumers develop emotional bonds with brands they perceive as ethical, supported by CSR practices, GBI and GM from the firms. These strategies reinforce consumer trust and loyalty, paralleling attachment theory’s secure base concept.

Key Account Management, Brand Innovation and Marketing Performance of SMEs

Purpose: The paper assesses the influence of key account management (KAM) and brand innovation on small and medium-sized enterprises (SMEs) marketing performance. Design/Methodology/Approach: The study draws on an explanatory research design to administer questionnaires to 200 business operators in the Kumasi metropolis of the Ashanti region. The sampling process is based on the availability and willingness of SME business operators to participate. Output from SPSS and SmartPLS was used for structural equation modelling to estimate the hypothesised relationships between KAM practices, brand innovation, and marketing performance. Findings: The results support the proposed relationships, demonstrating that KAM practices significantly impact the marketing performance of SMEs, specifically customer-oriented profitability and customer-oriented relationships. The findings further indicate that brand innovations mediate the influence of KAM practices on marketing performance. Research Limitation: Given that most respondents were top management of SMEs, there is a strong possibility of bias in the information provided, as they may have withheld details that could cast their organisation in a negative light. Practical Implication: The paper contributes to the operational dimensions of SMEs on the practical importance of implementing KAM practices and brand innovations to achieve higher marketing performance. Social Implication: The paper will help policymakers appreciate areas of business operations that require attention when developing policies aimed at the long-term survival of SMEs. Originality/Value: The study enhances our theoretical appreciation of how KAM and Brand innovation practices lead to marketing performance.

Research on Crocs Brand Marketing Strategy

In today’s market, the competition for leisure shoes is becoming fierce, Crocs relies on timely innovation and successful brand marketing gaining a lot of followers. This paper uses online and offline experience surveys, online questionnaires, and literature reviews to discuss the successful innovation and brand of Crocs. According to the research, the biggest advantage of Crocs is innovation. Crocs are widely sought after by consumers in the innovation of style and IP co-name, and the marketing success of the Crocs brand has attracted a large number of consumers. However, there are some problems that need to be solved. For example, the shoes’ style is not suitable for changing occasions; are known for being too one-dimensional and are not designed for multiple ages and so on. There is a more fatal problem is that when buying offline, shop assistants mostly start from the introduction of expansive styles, and do not take the initiative to understand the needs of customers. In future development, the brand can add some market research and analysis to understand the needs of consumers, the current trends, and so on. It is also necessary to strengthen the training and improve their service awareness.

린이시 ‘중국 농민 수확절’을 위한 브랜드 디자인

As China's industrialization accelerates, rural areas face declining cultural and economic vitality. To address this, the 'Chinese Farmers' Harvest Festival' was established in 2018. This study focuses on improving the brand design of Linyi’s Harvest Festival, which lacks distinctiveness and effective cultural symbolism. Guided by place attachment theory and local culture, it explores how brand design can transform regional symbols to establish place attachment and enhance cultural communication. The research includes theoretical analysis of festival brand design, local culture, and place attachment, case studies of six successful festival brands, and the development of a design strategy incorporating Linyi's cultural characteristics. The proposed design was validated through surveys, showing significant improvements in cultural representation and emotional connection. This study demonstrates the feasibility of festival brand design in transmitting local culture and fostering place attachment, providing a theoretical and practical foundation for future regional brand innovation.

The Culture Shock Phenomenon of Overseas Students at IPB University Vocational School

This study explores the effectiveness of the collaboration between Samsung and Blackpink in enhancing Samsung’s brand image among young users. In the digital era, celebrity collaboration has become an important strategy for building brand image through social media. Using a quantitative approach, data were collected through a survey questionnaire distributed to Blackpink fans to understand their perceptions of this campaign. The study results indicate that the collaboration successfully strengthens emotional engagement, increases interest in Samsung products, and reinforces the brand’s image as a modern, relevant brand. Using the EPIC Model, variables such as Empathy and Persuasion were found to significantly impact the creation of a positive brand image. Furthermore, the collaboration effectively enhances Samsung’s uniqueness and brand value in the eyes of consumers, who view Samsung as an innovative and trend-following brand. These findings suggest that celebrity collaboration strategies are effective for building a strong brand image, particularly on social media, and can serve as a reference for other companies looking to leverage celebrity influence to achieve similar goals. The study also highlights the vital role of social media in expanding brand reach, fostering engagement, and enhancing consumer loyalty through a more personal approach. In an era where social media significantly influences consumer behavior, this collaboration proves that strong emotional connections with consumers are key to brand success.

Effectiveness of Samsung Brand Collaboration with Blackpink in Improving Brand Image on Social Media

This study explores the effectiveness of the collaboration between Samsung and Blackpink in enhancing Samsung’s brand image among young users. In the digital era, celebrity collaboration has become an important strategy for building brand image through social media. Using a quantitative approach, data were collected through a survey questionnaire distributed to Blackpink fans to understand their perceptions of this campaign. The study results indicate that the collaboration successfully strengthens emotional engagement, increases interest in Samsung products, and reinforces the brand’s image as a modern, relevant brand. Using the EPIC Model, variables such as Empathy and Persuasion were found to significantly impact the creation of a positive brand image. Furthermore, the collaboration effectively enhances Samsung’s uniqueness and brand value in the eyes of consumers, who view Samsung as an innovative and trend-following brand. These findings suggest that celebrity collaboration strategies are effective for building a strong brand image, particularly on social media, and can serve as a reference for other companies looking to leverage celebrity influence to achieve similar goals. The study also highlights the vital role of social media in expanding brand reach, fostering engagement, and enhancing consumer loyalty through a more personal approach. In an era where social media significantly influences consumer behavior, this collaboration proves that strong emotional connections with consumers are key to brand success.

The Debate on the Aesthetics of Business Brand Innovation Among the Millennial Generation for the Issuance of Halal Certification

The Debate on the Aesthetics of Business Brand Innovation Among the Millennial Generation for the Issuance of Halal Certification

The Influence of Service Innovation and Brand Image on Customer Loyalty in the Indonesian Ride-Hailing Industry

The ride-hailing sector in Indonesia has experienced significant growth, making service innovation and brand reputation crucial for cultivating customer loyalty. This study investigates the effects of service marketing innovation and corporate brand image on customer satisfaction and their subsequent influence on customer loyalty. This research utilises survey data from 261 individuals across three major ride-hailing platforms—Grab, Gojek, and Maxim—employing SmartPLS 4.0 to evaluate the proposed relationships. The findings demonstrate that service marketing innovation and corporate brand image positively influence customer satisfaction, enhancing customer loyalty. Furthermore, trust and perceived value significantly impacted consumer satisfaction and loyalty, highlighting the essential importance of these factors in maintaining competitive advantage in the ride-hailing industry. The study suggests firms must prioritise innovative service strategies and strong brand positioning to foster lasting customer loyalty.

TERRITORIAL BRANDING TOOLS IN THE PUBLIC ADMINISTRATION SYSTEM: THEORETICAL AND PRACTICAL ASPECTS

This study addresses the significant role of territorial branding as a strategic tool in public administration, particularly in the context of increasing globalization and regional competition. As regions strive to distinguish themselves on the global stage, the establishment of unique territorial brands emerges as a means to enhance economic growth, social development, and the overall quality of life for local populations. The paper discusses the necessity of territorial branding in fostering a positive regional image, bolstering regional identity, and attracting investments while promoting tourism and local businesses. Despite the growing interest in this field, there remains a gap in the theoretical understanding of territorial branding and practical guidelines for its implementation within public governance frameworks. This research aims to explore the essence, functions, and mechanisms of territorial branding, providing insights into its impact on shaping a region's image and identity. It emphasizes the importance of developing comprehensive branding strategies that consider the socio-cultural and economic nuances of each area. The analysis includes a review of contemporary scholarly works, highlighting contributions from leading researchers in Ukraine. The findings suggest that successful territorial branding relies on local community engagement, effective communication, and the alignment of branding initiatives with the region's unique cultural and economic resources. The study ultimately advocates for the integration of innovative branding practices into public administration to address contemporary challenges and leverage opportunities for sustainable regional development. Through a methodical examination of existing literature and theoretical models, this paper identifies key factors influencing effective territorial branding, such as cultural heritage, natural resources, economic opportunities, infrastructure, and overall quality of life. By synthesizing these aspects, the research offers practical recommendations for policymakers and public administrators to enhance the effectiveness of territorial branding efforts in Ukraine and beyond. This study serves as a foundational resource for further exploration of territorial branding as an essential component of regional development strategies.

Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services

The purpose of the study is to investigate the serially mediating role of consumer, perceived product and brand innovativeness between product type (goods vs services) and consumer responses which are brand attitude, purchase intention and willingness to pay more. Two scenarios were developed and directed to participants together with survey questions. The hypotheses were tested with Model 6 of the process macro in SPSS. The findings revealed that the serial mediation of innovativeness types is effective for services increasing consumers’ brand attitude and purchase intention.

Corporate green washing behaviour and consumers’ green purchase intention: An empirical study of food and beverage companies in the kingdom of Saudi Arabia

Problem statement: An environmentally conscious consumer’s perspective can shift as they look for things that are gentler on the planet. Conversely, businesses engage in greenwashing when they try to cover up their lacklustre environmental initiatives. The current research was used the theory of rational choice behaviour to examine a model that connects corporate green washing and consumers’ green purchase intentions via the mediating roles of perceived risk, green trust and green confusion about food and beverage brands in Saudi Arabia. Research motivation: Sustainable business practices have been developed and adopted by corporations in response to the growing interest in environmentally friendly lifestyles and green products. However, green washing has become increasingly common as a means for businesses to give off the impression that they care about the environment when they really don’t. Research methodology: The online survey was used to obtain data directly from consumers about their views on green washing by corporations. Primary data was analysed using appropriate statistical tools and techniques in SPSS, AMOS and SmartPLS software, such as Correlation, Regression, Structural Equation Modelling (SEM), etc. Results: In terms of perceived greenness and confusion, the results showed that green wash mediates the relationship between green purchasing intention and greenness. There is a two-way correlation between consumers’ intentions to buy environmentally friendly products and their levels of green perception, and green confusion. The findings of this study were broadening our understanding of the consequences of green washing. Conclusions: All things considered, the study was encouraging more research on the subject and be a useful tool for academics, corporate managers, and students interested in environmental sustainability, product innovation, and green branding. According to the results, businesses can improve their green purchasing intentions by cutting down on green washing and focusing instead on building a positive reputation for their brand and encouraging customer loyalty. Corporate performance and social environment sustainability can both benefit greatly from this paper’s expansion of knowledge regarding the processes of individual customer psychological effects after perceptions of corporate greenwashing behaviour.

Product System and Design Innovation Path Study

This paper discusses in depth the path of product system and design innovation and its practical application in enterprise product development. Through the detailed analysis of product system design innovation path, this paper reveals the important role of multi-dimensional innovation means such as technology path, market path and organization path in enhancing product competitiveness and market adaptability. At the same time, this paper also focuses on the user experience innovation, brand innovation and cultural innovation in the design innovation path, pointing out that these paths not only help to enhance the attractiveness of the product and user stickiness, but also effectively shape the unique brand image and cultural value of the enterprise.

THE ROLE OF FASHION INNOVATIVENESS, INVOLVEMENT, AND SELF-EXPRESSION IN ENHANCING MUSLIM FASHION BEHAVIOR INTENTION: A CONCEPTUAL PAPER

Muslim fashion contributes to global economic growth by encouraging innovation, entrepreneurship, and investment. Muslim fashion is considered as an industry and a societal phenomenon that has triggered strong reactions from various stakeholders in various fields (socio-cultural, business, law, politics). The literature has reported the role of identity, religion, digital platforms, influencers, and social norms on consumer behavior in the Muslim Fashion industry. Muslim Fashion fosters a homogenous image of the ideal pious, beautiful, and modest Muslim woman that serves to flatten the global differences of the world's Muslims. The increasing number of social media users can shape new marketing trends and strategies, and marketers are starting to consider social media platforms as a primary channel to communicate and interact with customers. Social media platforms have revolutionized the mindset of modern business engagement, producing innovative content to create customer loyalty and expand brand reach. Customers to repurchase a brand because their strong attitude and commitment to innovative products have an impact on brand loyalty. In addition, the level of brand innovation can increase the likelihood of customers making additional purchases. With the presence of products that can express themselves, brands will be loved more and found to increase emotional responses, provide more potential to increase consumer love and encourage post-consumption loyalty behavior.

Building a Sustainable Future: Challenges, Opportunities, and Innovative Strategies for Destination Branding in Tourism

The current sustainability concerns affect visitors’ behavior and competitiveness of destinations. For these reasons, the destinations need sustainable and innovative branding to address sustainability concerns, stand out in a competitive market, meet changing visitor preferences, and ensure long-term competitiveness in a dynamic global environment. In this regard, identifying and understanding challenges, opportunities, and innovative strategies are critically important. An integrative literature review method was employed using the Scopus database. The study identified major challenges, such as growing environmental concerns, the dynamic advancement of new technologies and artificial intelligence, health and safety concerns, diversity and inclusion, economic and geopolitical uncertainties, local community engagement, and competitive markets. Conversely, responsible tourism, the digital landscape, wellness and health, cultural festivals and events, accessibility and inclusivity, creative industries, and authenticity have been identified as future tourism branding opportunities. Based on the literature insights, the paper provides readers with essential information and advances the field of tourism and hospitality as it identifies challenges, opportunities, and innovative branding strategies in the industry. Furthermore, this work contributes to existing literature and proposes future research agendas.

Factors Influencing Consumer Loyalty: A Study in the Tech Industry

Since Apple’s 2010 release of the revolutionary iPhone 4, the brand has become a dominant force in the tech industry, fostering high customer loyalty through its integrated, secure ecosystem. This study aims to explore the factors driving Apple’s consumer loyalty in Malaysia, focusing on brand experience, brand innovativeness, social influence, perceived value, and brand trust. Primary and secondary data were collected, and a digital survey of 150 Malaysian Apple users provided insights into their loyalty determinants. Using regression analysis, the findings reveal that perceived value and brand trust significantly and positively impact consumer loyalty, while brand experience, brand innovativeness, and social influence show minimal influence. With an R-squared value of 0.596, the model suggests that nearly 60% of loyalty variance is explained by these factors, highlighting perceived value and trust as critical components. These results imply that Apple should prioritize enhancing perceived value and maintaining brand trust to strengthen consumer loyalty in competitive markets. Future research could explore additional factors like sustainability and community engagement to provide a fuller understanding of loyalty drivers in the tech industry

Green technology innovation and corporate brand competitiveness: an analysis based on the role of environmental policy

Green technology innovation and corporate brand competitiveness: an analysis based on the role of environmental policy

Emotional Resonance in Brand Innovation: An Examination of Emotion Recognition and Customized Music Services within the Shengchuan Poetry Brand Design Framework

This research endeavors to delve into the intricate nexus of emotion recognition technologies and artistic design methodologies, examining their harmonious integration within the realm of brand design. Specifically, it investigates how these modalities can evoke multifaceted emotions, including anger, fear, excitement, and sadness, to forge profound emotional connections with consumers. By analyzing the innovative strategies employed by the hypothetical yet illustrative Shengchuan Poetry brand, particularly in its visual communication, user experience architecture, and customized music services, this study aims to elucidate the emotional underpinnings of its distinctive brand identity and the mechanisms that facilitate emotional resonance among its audience. It contributes to the scholarly discourse on brand innovation by proposing a conceptual framework that advocates for emotions as a strategic lever in designing memorable and impactful brand experiences.

Assessment of brand awareness and marketing techniques of health services by users of primary health centres in Indonesia.

Community health centres are of great importance in the context of disease prevention and health promotion. Nevertheless, the number of individuals who utilise health centres for preventive care is significantly lower than those who seek treatment for existing illnesses. The objective of this study was to provide insights into innovative marketing strategies and brand awareness to enhance the utilisation of primary health services. A cross-sectional study was conducted with a randomly selected sample of 249 respondents who visited the health centre in 2023. The results of the survey indicated that the majority 62% of respondents had been informed about the healthy people mall innovation programme by the health centres. The most prevalent method of communication regarding the healthy people mall innovation program was through direct promotion by health centre health workers, as reported by 39% of respondents. This indicates that direct promotion remains a pivotal strategy for introducing the healthy people mall initiative. The healthy people mall plays a crucial role in prompting individuals to prioritize their healthcare services.