International Brands Research Articles

Who buys fakes in Russia and why?

The recent departure of international brands from the Russian markets is unprecedentedly; its consequences require thoroughly study, especially in the context of consumer behavior towards non-original goods. This paper analyzes the dynamics of counterfeit purchases in Russia in 2021—2023 and socio-economic factors that explain the purchase of fakes, given that the latter differ from standard economic goods with high symbolic value. Quantitative data representing the Russian Internet audience aged 18 years and older is used. Three waves of the online survey were conducted: in 2021 (N = 4978 people), 2022 (N = 6000 people) and 2023 (N = 6000 people). According to the results, the purchase of counterfeits is a widespread phenomenon in Russia. Russians purchase non-original goods mostly unintentionally, although in the last two years of the survey there have been structural shifts towards their knowingly buying. With the help of multinomial regression, factors for purchasing counterfeits were revealed. The availability of counterfeits on the Internet and the financial limitations of Russian households contribute to expanding the audience of consumers of non-original goods, whereas a focus on high quality when choosing goods reduces the number of buyers of counterfeits. The role of well-known brands in the consumption of counterfeit products remains ambivalent

What I Like! The Joint Impact of Attitude, Perceived Quality, and Experience on Brand Loyalty: Semi-Parametric Additive Mixed Modeling

Abstract Several psychological brand performance indicators that predict a brand’s intermediate market share have been identified. So far, rating studies have exclusively investigated brand effects in terms of linear relationships, and their specific and possibly nonlinear interactions have yet to be examined in comparison. Hence, we investigated the relative importance of three well-established psychological performance indicators, attitude toward the brand, perceived quality, and brand experience, in predicting brand loyalty. A sample of 1,077 participants completed an online survey and rated subsets of 105 international brands from various product and service industries. Relations between attitude, perceived quality, and experience in predicting loyalty toward a brand were analyzed using semi-parametric additive mixed regression models. We replicated that all three predictors significantly impacted brand loyalty and revealed a pronounced nonlinear relationship between attitude and loyalty. The inclusion of nonlinear interactions between predictors improved model fit. In particular, the nonlinear interaction between perceived quality and attitude substantially impacted brand loyalty. In addition, these effects differ by type of industry, specifically fast-moving consumer goods, automotive, fashion, electronics, and finance/insurance. These findings draw attention to nonlinear patterns between specific psychological features of brands. Future research should address nonlinear effects and the specific interactions of other essential predictors of brand equity.

The Impact of Short Video Platform Marketing Strategies on Consumer Purchase Intentions: A Case Study of International Sportswear Brands

Social networking platforms have continued to evolve and expand their online shopping capabilities in recent years, and among these applications, short video platforms (e.g., TikTok, Instagram, etc.) have been one of the most influential and promising categories in the last five years. In order to study how the marketing methods of short video platforms work, this article explores and discusses the marketing methods of international sportswear brand Adidas on the Shakeology platform in a targeted way through a case study model, including short video posting, online shopping link homepage, and live streaming room. From the content of the case study, this paper concludes that the marketing channels of the short video platform can be categorized into three main ways: the release of short videos of the official public number, the advertisement videos of bloggers of the same category, and the promotion in the live broadcasting room. The degree of effectiveness of these channels is often closely related to consumers’ purchasing tendencies. Typically, advertising videos as well as live-streaming pitches will pinpoint potential consumer groups through big data, and consumers make subjective judgments of interest in the video content based on psychosocial effects. Throughout the process, recognizing consumer needs is an essential focus for marketing success.

Research on the Problem Analysis and Localization Marketing Strategy of Nike in China

This paper explores Nike’s evolving localization strategies in the Chinese market. It traces Nike’s journey from its initial entry into China to its significant growth, highlighting several key strategies. These include releasing limited edition products aligned with Chinese festivals, collaborating with influential local Chinese brands, securing endorsements from prominent Chinese sports celebrities, and sponsoring youth sports events such as the China National High School Basketball League. Additionally, Nike has actively engaged in community responsibilities and leveraged the Internet to expand its sales channels. Nike’s strategy of aligning limited edition releases with Chinese cultural events has resonated deeply with local consumers, creating a sense of exclusivity and cultural relevance. Collaborations with popular local brands have further enhanced its appeal and market penetration. Endorsements from Chinese sports celebrities have bolstered Nike’s image and credibility among local audiences. Sponsoring youth sports events has not only increased brand visibility but also fostered a connection with the younger generation. Furthermore, Nike’s commitment to community engagement and adept use of digital platforms have significantly expanded its reach and sales. These initiatives have collectively enabled Nike to continuously expand its presence and increase sales in the Chinese market, demonstrating a successful model for international brands seeking to localize effectively in diverse markets.

An Analysis of MUJIs Successful Strategy in the Chinese Market

Abstract: The Chinese consumer market has changed significantly in the last few years due to a tendency toward simplicity and a change in customer sentiments. MUJI has effectively entered the Chinese market by using its sustainable development idea and minimalist style, allowing it to adapt to this shift. This paper aims to examine the innovative marketing strategy employed by MUJI in the Chinese market, its capacity to achieve long-term growth, and its role as a symbol of the minimalist lifestyle, while demonstrating an ability to adapt to the changing needs of its customers. In this paper, both literature review and data analysis are employed to provide an in-depth study of MUJIs strategy to enter the Chinese market. The results show that Chinese consumers preference for MUJI products not only stems from their simple and practical design, but also coincides with the concept of minimalist aesthetics in traditional Chinese culture. In addition, MUJI's unique advantages in product quality, brand image and marketing strategy further enhance its competitiveness in the Chinese market. Through specific analysis, it comprehensively discusses the success factors of this Japanese brands minimalist design style in the Chinese market, which provides a reference for the design and marketing of other international brands in the Chinese market.

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how marketing capabilities affect brand orientation and performance. Specifically, the study considered the mediating impact of value cocreation and the moderating effect of innovation capabilities on the association between brand orientation and performance. Design/methodology/approach The population of interest included SMEs exporting food and agricultural products. A sample of 296 managers and export executives completed the questionnaire. Structural equation modeling (SEM) using Smart PLS3 was applied to analyze the data. Findings The findings revealed that export market planning capabilities positively affect brand orientation, but the impact of marketing information capabilities on brand orientation was not supported. The results showed that brand orientation was directly and indirectly associated with brand performance through the mediating effect of value cocreation, and that innovation capability adversely moderated the relationship between brand orientation and performance. Research limitations/implications This research focused only on two primary internal marketing capabilities affecting brand orientation, i.e. market information and product planning capabilities. Practical implications Explaining why some international SMEs adopt brand orientation activities, the results may help international firms increase their brand performance by emphasizing their marketing capabilities and creating covalue with their customers. Originality/value This research expands the existing knowledge of branding in international markets.

Virtual Tasting in the Metaverse: Technological Advances and Consumer Behavior Impacts

Product tasting is a key element in improving customer satisfaction in the commercial environment. This study looks at the notion of traditional tasting and its effect on customer behavior and explores emerging tasting techniques, shedding light on the contribution of digital tasting. Indeed, the advent of the metaverse has made it possible to offer new virtual tasting experiences. However, this experience does not yet involve a sense of taste. Our manuscript highlights the potential of tasting in the metaverse through a descriptive study of various concrete cases of international brands that have included it in their marketing strategies. In light of the results, practical and theoretical recommendations are provided for professionals interested in leveraging virtual tools to improve consumer satisfaction.

Брендинг в постмодернистском контексте: звуковые логотипы как культурные маркеры

The aim of the study is to identify the peculiarities of sound logos perception and their role in shaping brand cultural identity in the context of postmodern culture. The article analyzes the interaction between audio and visual brand elements and their impact on consumers’ emotional perception. The significance of cross-modal correspondences and sound symbolism in creating effective audio assets is examined. The scientific novelty lies in developing a multicultural cognitive theory of sound symbolism perception, integrating universal cognitive mechanisms and cultural specificities. As a result, the study reveals the complex role of sound in creating brand cultural identity in the era of globalization and proposes new approaches to developing sound strategies for international brands.

How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust

PurposeThe study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand loyalty through brand authenticity.Design/methodology/approachAbout 446 valid samples were collected through an online survey of Chinese consumers of international sports brands. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) were employed to test the research hypotheses.FindingsSEM results indicate significant positive correlations among brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity. All dimensions of brand authenticity exert notable positive impacts on brand attachment, brand trust and brand loyalty. Brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity not only directly influence consumer brand loyalty but also indirectly affect it through brand attachment and brand trust; fsQCA results reveal five heterogeneous configurations to predict brand loyalty.Originality/valueThis study not only uses SEM to validate the structural relationships among the three dimensions of brand authenticity and their linear relationships with brand attachment, brand trust and brand loyalty but also uses fsQCA to identify nonlinear relationships between concepts. It extends complexity theory to the research field of brand authenticity–brand loyalty. Furthermore, based on the research results, this study provides management suggestions for brand managers and marketers.

Talent Retention and Competitive Advantage of Star Rated Hotels in Rift Valley and Western Region, Kenya

The demand for both local and international visitors has seen local investors in the hospitality industry in Kenya jostle for market share. The arrival of the international hotel brands such as Best Western, Pullman and Park-In among others has increased competition as hotels scramble to provide quality products and services to their customers. Consequently, this sought to explore the influence of talent retention on competitive advantage of star rated hotels in Rift Valley and Western region, Kenya. The study was anchored on human capital theory. The study used simple random sampling to select a sample size of 62 respondents. The study adopted a correlational research design and data was collected using a questionnaire and analyzed quantitatively using both descriptive and inferential statistics. Prior to the actual data collection exercise, the study conducted pilot testing which involved both validity and reliability testing. The findings were presented in tables. The findings revealed that talent retention had a positive and significant influence on competitive advantage of star rated hotels in Rift Valley and Western Region, Kenya (P=0.000). The study concluded that hotel's talent retention strategies are generally effective especially enhancing a minimal employee turnover, a positive corporate image, and the use of succession planning and growth opportunities to retain talent. In view of the findings, the study recommends for the strengthening of the internal talent pool by investing in employee development programs. Encourage internal mobility and provide clear career progression paths to retain and motivate top talent. Keywords: Talent Retention, Competitive Advantage, Star-Rated Hotels, Rift Valley, Western Kenya

Talent Retention and Competitive Advantage of Star Rated Hotels in Rift Valley and Western Region, Kenya

The demand for both local and international visitors has seen local investors in the hospitality industry in Kenya jostle for market share. The arrival of the international hotel brands such as Best Western, Pullman and Park-In among others has increased competition as hotels scramble to provide quality products and services to their customers. Consequently, this sought to explore the influence of talent retention on competitive advantage of star rated hotels in Rift Valley and Western region, Kenya. The study was anchored on human capital theory. The study used simple random sampling to select a sample size of 62 respondents. The study adopted a correlational research design and data was collected using a questionnaire and analyzed quantitatively using both descriptive and inferential statistics. Prior to the actual data collection exercise, the study conducted pilot testing which involved both validity and reliability testing. The findings were presented in tables. The findings revealed that talent retention had a positive and significant influence on competitive advantage of star rated hotels in Rift Valley and Western Region, Kenya (P=0.000). The study concluded that hotel's talent retention strategies are generally effective especially enhancing a minimal employee turnover, a positive corporate image, and the use of succession planning and growth opportunities to retain talent. In view of the findings, the study recommends for the strengthening of the internal talent pool by investing in employee development programs. Encourage internal mobility and provide clear career progression paths to retain and motivate top talent. Keywords: Talent Retention, Competitive Advantage, Star-Rated Hotels, Rift Valley, Western Kenya

Impact of Internal Branding on Employee Engagement in Commercial Banks: A Case Study of CRDB Bank in Morogoro

Impact of Internal Branding on Employee Engagement in Commercial Banks: A Case Study of CRDB Bank in Morogoro

The Study on The Development Trends of Cross-Border E-Commerce Platforms

With the continuous deepening of globalization and digitalization, cross-border e-commerce (CBEC) has become a critical driving force in promoting international trade and global market development. CBEC not only reshapes traditional trade models but also provides unprecedented internationalization opportunities for small and medium-sized enterprises (SMEs), significantly enriching consumer choices and fostering the prosperity and diversification of the global market. Despite the rapid development of e-commerce, there remain numerous challenges in various areas that require further in-depth research and exploration. For instance, how technology can continuously drive the development of CBEC, how consumer behavior adapts to this emerging model, how trade processes can be optimized to accommodate digital transformation, and how CBEC can promote sustainable development and brand internationalization. The answers to these questions are crucial for a comprehensive understanding of CBEC and are the focus of both academic and industry attention. This paper aims to review and analyze the development trends of CBEC, delving into six aspects: technological drivers, consumer behavior, trade process reconstruction, challenges faced, sustainable development, and brand internationalization. The goal is to provide valuable insights and experiences for the further development of cross-border e-commerce.

Succession planning practices and succession success in family-owned businesses: the role of leadership style as internal branding mechanism

PurposeAlthough leadership style plays a critical role in succession planning practices and succession success, empirical examination of its influence on the relationship between succession planning and success of succession in family-owned SMEs has received little attention in the literature. This study examines the interactive effect of the various types of leadership styles as internal branding mechanisms on the success of succession in family-owned SMEs.Design/methodology/approachWe analyzed the data from 124 managers/CEOs of family-owned SMEs that have at least transitioned beyond one incumbent leader using SPSS Version 29.FindingsThe result shows that succession planning practices are positively associated with succession success. It further shows that leaders who brand themselves as transformational and participatory leaders have a positive, significant interactive effect on the relationship between succession planning activities and succession success. The positive relationship between succession planning activities and succession success is dampened when managers rely too heavily on a transactional leadership style. Both autocratic and laissez-faire types of leadership have no significant interactive effect on the relationship.Originality/valueThe study is distinct from past studies. Until now, knowledge about the interactive effect of the various leadership styles as internal branding mechanisms on the relationship between succession planning practices like coaching, mentoring, job rotation and training and succession success in family-owned businesses remains limited. Theoretically, the study is pioneering in the sense that it is among the first studies that extends internal branding to succession planning in family-owned businesses. The study enlightened our understanding of how the various leadership styles and internal branding mechanism influence succession success in family-owned SMEs.

Application of Gan Embroidery (Yuzhang Embroidery) in Neo-Chinese-style Woolen Clothing with the Inheritance of Intangible Cultural Heritage

Abstract This paper investigates the emergence of Neo-Chinese-style clothing and the integration of Gan Embroidery techniques in the design of Neo-Chinese-style woolen clothing in the context of intangible cultural heritage. Neo-Chinese-style clothing represents a contemporary evolution of traditional Chinese attire, amalgamating elements of Chinese traditional dress culture and making a notable presence in the modern fashion industry. This study initiates by presenting the current status of Neo-Chinese-style clothing, encompassing its styles, patterns, techniques, and its influence on the international fashion stage. Subsequently, this research places a significant emphasis on the embroidery craftsmanship within the design of Neo-Chinese-style woolen clothing, emphasizing the importance of embroidery in conferring distinctive three-dimensionality and cultural aesthetics to the clothing. Through the synthesis and analysis of design cases from both domestic and international brands, this study illustrates the application of Gan Embroidery in Neo-Chinese-style clothing design. Finally, this research summarizes the primary contributions of the study, including an enhanced comprehension of the development of Neo-Chinese-style clothing and the burgeoning role of embroidery craftsmanship in the international fashion industry. Additionally, this research explores potential future research directions to deepen our understanding of Neo-Chinese-style clothing and traditional craftsmanship.

How to fight acute sun damage? Current skin care strategies

Excessive exposure to sunlight can contribute for skin photo-damage, such as sunburn, dryness, wrinkles, hyperpigmentation, immunosuppressive events and skin sensitization reactions. The use of aftersun products is an effective strategy to reduce the visible signs and symptoms of acute photodamage in the skin. Aiming to unveil the active ingredients able to offset acute sun damage, this work focuses on the characterization of the aftersun products market. A total of 84 after-sun formulations from 41 international brands currently marketed in Portugal were analyzed concerning the composition described on the product label, identifying natural and synthetic/semi-synthetic ingredients with the ability to mitigate solar-induced effects. The majority of aftersun formulations contained ingredients derived from terrestrial and marine sources (> 80%). An in-depth examination of these compounds is also offered, revealing the top of the most used natural and synthetic/semi-synthetic ingredients present in aftersun products, as well as their mechanism of action. A critical appraisal of the scientific data was made aiming to highlight the scientific evidence of ingredients able to mitigate skin photodamage. Amino acids and peptides, and A. barbadensis extract were tested for their in vivo efficacy. Nevertheless, all the ingredients were analyzed with in vitro studies as preliminary screening before in vivo, ex vivo and/or clinical studies. In summary, this study provides an overview of the use of active ingredients in commercial aftersun products to understand better the benefits associated with their use in cosmetic formulations and identify opportunities for innovation.Graphical abstract

Evaluating the clinical significance of color stability in nanohybrid composite resins: a comparative study of local and international brands

Aims: The objective of this study was to evaluate the color stability of five nanohybrid composite resins, including locally produced Turkish brands and an international brand, after exposure to staining and brushing simulations over time. Methods: Five nanohybrid composite resins; Filtek Z550 (FLT), Dolgunn (DLG), RubyComp Nano (CMP), Nova Compo C (NVC), and Parion (PRN) were tested. Specimens underwent staining and brushing simulations designed to replicate clinical oral conditions. The staining process involved immersing the specimens in a coffee solution for 8 hours per day over a 10-day period to simulate short-term staining (t1), and for 12 days to simulate long-term staining equivalent to 1 year (t2). Brushing cycles were used to replicate the mechanical wear caused by daily oral hygiene practices. Color measurements were recorded at baseline (t0), after 10 days of staining (t1), and after 1 year of simulated staining and brushing (t2). Additional analyses were conducted using Energy-dispersive X-ray spectroscopy (EDX) and Scanning Electron Microscopy (SEM) to investigate structural and surface characteristics. Statistical analysis was performed using generalized linear models and two-way robust ANOVA to assess the significance of differences in color stability, with a significance level set at p

Unraveling consumer behavior: Exploring the influence of consumer ethnocentrism, domestic country bias, brand trust, and purchasing intentions

AbstractThis narrative review examines consumer ethnocentrism, the preference for domestic products over foreign ones, as a significant factor influencing consumer behavior in both emerging and developed markets. Studies suggest that ethnocentric tendencies are more pronounced in emerging markets, driven by factors like national pride, perceived superiority, and familiarity with local products. This preference for domestic products is often linked to domestic country bias, the general inclination toward goods and brands from one's own country. However, this bias is not absolute and is moderated by product quality perceptions and the perceived capabilities of developing nations to produce high‐quality goods. In contrast, consumers in developed markets, exposed to international brands, may display a greater openness to foreign products, often driven by psychological factors like self‐expression and the symbolic value associated with these brands. Understanding these nuances of consumer ethnocentrism and domestic country bias is crucial for businesses to effectively tailor their marketing strategies and cater to diverse consumer preferences in different markets.

Pengaruh Komunikasi Pemasaran, Kualitas Produk, dan Label Halal terhadap Keputusan Pembelian di TikTok Shop

TikTok is a effective medium to promote and selling product. Because Tiktok has hundred of thousand users, which of course makes the product known to various group. This application has been successfully used by various brand to promote their products to consumers, especially to cosmetic industry, both local product and international brand. One of local product that dominates market share is Wardah Kosmetik as with its trademark as halal cosmetics. This study aims to analyze and examine the factors influence consumer purchase decisions Wardah Lipstick products of TikTok aplication users. These factors include the product quality, promotion and halal label. The research used the quantitative with regression analysis method. The sampling method used purposive sampling and the number of samples used in this study amounted to 75 respondents source was distribution of questionnaires to TikTok users in Central Lombok by online via WhatsApp. The data were analysed with IBM SPSS version 21 and analysis was carried out by several tests such as validity test, realibility test, classic assumption test, linear regression analysis and coefficient of determination test. The results of this study indicate that the product quality, promotion and halal label has a significant effect on purchase decisions Wardah Lipstick products of TikTok aplication users. The findings of this study can be reference uses as a reference for future researchers who will study similar problems. This research can also be a reference for companies to always be able to maintain aspects of product quality, promotion and halal label in designing and determining effective and efficient markering policies.

Strategic incentives and natural capital accounting for sustainable supply chain management: Measuring reputational impacts and consumers’ perceptions of the use of water through behavioural experimental studies

Within a sustainable supply chain management approach, this study investigates strategic issues that can either favour or impede the implementation of natural capital accounting. Among other things, the originality of such consists of the joint consideration of sustainability, operational, and reputational issues, forging the link between measuring the use of natural resources and preserving companies' intangible capital. More specifically, through two scenario-based behavioural experiments with a total sample of 252 consumers in the UK, we analyse how information regarding the use of water (i.e., water footprint) affects firms' reputation (i.e., trust, attitude towards the firm, word-of-mouth, brand avoidance). We also investigate consumers' perceptions when companies seek to (1) increase the transparency of their consumption of natural capital (i.e., a conceptual proxy for the adoption of natural capital accounting) and (2) rationalize this consumption (i.e., a goal aligned with the objectives of natural capital accounting). The method employed is adequate as it allows the detection and measurement of respondents' perceptions of specific issues presented in the different scenarios. The choice of the UK as the setting reflects the importance of the country in the fashion industry, as it has a solid consumer base and is home to several international fashion brands. The supply chain management scope refers to the link between water consumption (which often takes place in the production of raw materials (e.g., cotton) and in transformation processes (e.g., fabric dyeing, tanning) by suppliers), fashion brands' reputation, and consumers' perceptions, with the joint consideration of these four phases sustaining the delimitation. Building on the premises of the resource-based view and signalling theory, the study is contextualized in the fashion industry as its current production levels require a significant consumption of natural resources, particularly water. Results show that, while the publication of the water footprint may damage companies’ reputations, initiatives aimed at increasing transparency and reducing environmental impact can reverse these losses to a large extent. In this sense, the study advances the idea that, despite possibly presenting undesirable consequences at first, the adoption of natural capital accounting can be beneficial to firms later on, with reputational gains representing important strategic incentives. Further research in different countries and industries will be beneficial to assess the possible context impact on our results.