Local Brands Research Articles

Регионы-лидеры сыроделия: создание собственных сырных брендов и их трансформация в бренды территорий

The article describes the relevant issues of cheese production and the current cheese consumption patterns in the Russian Federation. The authors identified the cheese varieties preferred by the global consumer and analyzed their demand on the domestic market. Under the current economic sanctions, Russia can satisfy its needs for foreign cheeses by importing them from Belarus. However, some Russian regions produce analogues of popular foreign cheeses. The article introduces domestic cheese-making leaders with their general and per capita production, assortment policies, etc. The authors identified local cheese brands with excellent prospects for shaping the regional image and promoting local food products. For instance, the Altai Region and the Republic of Adygea produce high-quality cheeses with good domestic and global competitive potential.

Factors Driving Consumer Impulse Buying On Fashion Products at Tiktok Live

The TikTok live-streaming commerce trend is swiftly gaining popularity in Indonesia, with numerous local fashion brands effectively capitalizing on this opportunity to boost their sales within a short timeframe. Previous research suggests that impulsive buying behavior serves as the underlying factor for this phenomenon. Hence, this research was carried out to investigate consumer behavior in live-streaming commerce, aiming to assist small-scale fashion businesses in enhancing their sales. The Stimulus Organism Response (SOR) Model uses price promotion, promotion time limit, streamer-consumer interaction, and consumer-consumer interaction to influence the consumer’ impulsive buying by perceived risk. The quantitative approach collected 445 data from Indonesia TikTok active users who have watched a fashion broadcast and have purchased during the broadcast. The result found that perceived risk significantly affects consumer impulsive buying behavior. The price promotion, promotion time limit, and consumer-consumer interaction were found to have a strong influence on perceived risk. Then, perceived risk-mediated promotion time limit and impulsive buying decision. It means that promotional time limits indirectly affect impulsive buying decisions. Thus, developing effective price promotion, promotion time limit, and consumer-consumer interaction strategy to drive their perceived risk making a purchase, and arrange an impactful promotion time limit tactic.

Camouflage in popular culture, fashion and accessory design in India

This article postulates that recent generations in India, particularly the middle and upper-middle classes, have experienced increased wealth due to the government’s open market policy, introduced after 1991. As a result of this improved financial situation, these consumers are now able to purchase affordable luxury goods. One notable trend emerging from this development is the rise in popularity of camouflage patterns in fashion and accessories. These patterns evoke emotions of military association, rebellion, strength, durability, ruggedness and a sense of distinctiveness from the rest of society. Surprisingly, even though camouflage is intended to conceal and blend in with surroundings, it has become a prominent aspect of popular culture in India. The younger generation aspires to stand out and possess larger-than-life personalities, perhaps influenced by the impact of globalization. Various audio-visual media, such as sci-fi literature and superheroes depicted on over-the-top (OTT) platforms contribute significantly to this trend, with fashion statements playing a crucial role in shaping these perceptions. In response to such demand, even international brands have started producing products featuring camouflage patterns for the Indian market. The widespread popularity of camo fashion and accessories can be observed in almost all public spaces across India. The primary focus of this article is on exploring the popularity of camouflage in fashion accessories, design and trends by studying consumers’ preferences for leading global and local brands. Through a comprehensive literature review, a research gap in this area has been identified. The study concentrates on fashion accessories in India and takes a perspective of percolation of camouflage in the fashion market. The methodology involves the study of primary and secondary sources for documentation, and a survey was conducted to gain insights into consumers’ perspectives. By conducting a literature review and a thorough data analysis, the article reaches its conclusions.

Automotive culture of China and Russia

INTRODUCTION. The study is devoted to considering the problem of the specifics of Chinese and Russian automotive cultures and is focused on the explication of linguistic facts. The purpose of the study is to analyze the “linguocultural space” of automotive culture, which can be a certain marker of the names of car brands as a specific category of proper names in Chinese and Russian linguistic cultures.MATERIALS AND METHODS. The empirical material for the study was the names of famous car brands in China and Russia, taken from scientific and popular science publications on the history of automotive culture. To describe the facts of the language, a continuous sampling method, a descriptive method and an interpretation method, and definitional analysis were used.RESULTS AND DISCUSSION. It has been established that automotive culture, being a component of national culture, reflects a specific way of human activity. Automotive culture is strengthened by local car brands and plays an important role in the economy of any country. Nowadays, Chinese automobile culture plays an important role in the global market, providing people with increasingly competitive cars and services, and taking an active place in the life of modern society. The future of the Chinese automotive industry will pursue a path of self-reliant and highquality development to create a favorable living environment for people.CONCLUSION. The development of automotive culture is largely determined by the degree of significant semantic indicators, which include “prestige”, “reliability”, “comfort”, “price”, “fashion”. These indicators for native speakers of both Chinese and Russian languages are assigned to the names of car brands and give an idea of automotive culture, reflected in the form of the so-called “image of the world,” which explicates the linguistic component, taking into account the specifics of the national culture and the native speaker at the same time, reflecting important information about different linguistic cultures in the context of synchrony.

Analisis Profil Konsumen Menggunakan Empathy Map Pada Startup Prove Fragrance

In Indonesia, the cosmetics industry has experienced significant revenue growth in recent years, including in the perfume product category. One of the local brands that has emerged is Prove, but the company has experienced a recent decline in sales. Prove feels that the products they currently offer do not meet the desires and needs of the market segments they target. Despite establishing segmentation and targeting, in practice, this has not increased their sales. This research aims to identify the problems faced by Prove by analyzing their consumer profiles. The goal is for Prove to understand the desires and needs of consumers who constitute their market segments. The research method used is a descriptive qualitative approach. Data was collected through field observations and interviews with predetermined informants using purposive sampling method. This research utilizes Empathy Maps with several indicators such as seeing, hearing, thinking and feeling, saying and doing, customer pain, and customer gain. The research findings indicate that consumers generally observe sales and promotions of perfume products both online and offline, while Prove's products themselves are found in social media posts. Informants prefer the Sequoia variant due to its long-lasting aroma and simple yet elegant design. However, some consumers complain about the Aoife variant, which they find less fresh and with a short-lived scent. Before purchasing perfume, consumers tend to seek information first. Some risks they worry about include Prove products not being registered with the BPOM, products being damaged during shipping, and errors in delivery. Keywords: Cosmetic Industry, Customer Profile, Empathy Map, Perfume

Strategi Pemasaran Produk Skincare Somethinc Di Kalangan Generasi Z

Along with the development of the beauty product industry, many quality local skincare brands have emerged that are not inferior to skincare products from abroad. Many local brands have developed formulas and ingredients suitable for skin types and climatic conditions in Indonesia, so they can compete with skincare products from other countries. In fact, it is not uncommon for new beauty products to appear to immediately become popular in the community. This is inseparable from the role of the right marketing strategy. This study aims to analyze the marketing strategy for skincare products somethink among generation z. This study uses a descriptive qualitative methodology. Sources of data from this study are primary data and secondary data. Primary data is data obtained or collected directly by researchers by observing and interviewing Somethink consumers, while secondary data is obtained by searching various popular official sites on the internet as well as the results of previous scientific research. The results of the study show that Somethink uses a marketing mix consisting of four elements, namely product, price, place, and promotion, and develops the promotion strategy with the 5A customer path concept consisting of aware, appeal, ask, act, and advocate. In terms of promotion, Something has succeeded in attracting consumers' attention through creative and various promotional strategies. Somethinc collaborates with Han So Hee, NCT Dream, Lifni Sanders, Sabrina, Hello Kitty, Shinchan x Tahilalats, and Kopi Kenangan which is popular among Generation Z. Not only that, Somethinc is also loyal to its consumers by providing price discounts and bundling packages at low prices. affordable.

AESTHETIC VALUES OF SPORTS HIJABS DESIGNS BETWEEN MALAYSIAN AND INTERNATIONAL SPORTSWEAR BRAND

Sportswear market, normally by slinky legging, crop tops and close-fitting apparel. (Viktoria Hermann, 2022). Recently, the value of sports hijabs in global modest fashion has been growing over the past few year about $368 billion (Hafsa Lodi, 2020). Traditional hijabs vary from basic scarves to intricate multi-layered pieces, offering a fluid silhoutte that covers the head and neck entirely. However, during various athletic activities, these garments can easily slip off or get caught, possing both a modesty concern and a safety risk for the user. In contrast, sports hijabs maintain the same level of coverage but have a snugger and more secure fit. (Palmer G.D., 2023). Objective of this research is to idenfity the aesthetic value design, features and function of each sports hijab designs in the market. The researcher conducted observations and analyses on two (2) distinct local brand who are focusing in sports hijabs. This paper aims to determine the visual aethetic design of sports hijabs by evaluating and comparing between international and local sportswear brand in various aspects including details, features and materials.

Advertising Management: Smes and Local Brand Development Through Brand Voice in Micro-Influencers

This research was conducted to explain and understand how packaging practices brand voice to develop SMEs and local brands to attract consumer interest. The method in this study uses a qualitative descriptive approach, namely a focused method, involving interpretation and a natural approach to the subject matter. The social settings in the research conducted are micro influencers who contribute to the development of local brands and SMEs and have carried out brand voice in promotional media. Determination of informants using purposive sampling technique. The theory applied in this study is the Advertising Management Strategy Theory which is reviewed by 2 models (AIDA Model and Securities Hierarchy Model) and supported by Brand Voice Theory which acts as a bridge in this research process. The results of this study are that the development of small businesses in product promotion involves many strategies, one of which is the use of micro influencers. These people have followers with reach that can be used to promote brands. Micro influencers can help small businesses get the attention of potential customers by creating content relevant to their industry. The steps taken by these micro influencers are clear evidence of the quantity and quality of endorsement actions on their social media which function as promotional media. Micro influencers help in increasing brand awareness by creating engaging and shareable content. Having partners helps SMEs capitalize on the trust and enthusiasm of their followers, which in turn increases brand awareness and drives sales.

Enhancing word of mouth in the quick service restaurants: role of perceived brand globalness and localness

PurposeDue to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.Design/methodology/approachThis study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsThis study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.Research limitations/implicationsThis study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

The study of customer engagement of local sustainable fashion brands on Instagram content

The local enterprise aims to ensure long-term business continuity while enhancing brand awareness of regional businesses. Businesses use social media to boost customer engagement and local enterprise items that are ecologically friendly. This study intends to examine how local businesses' Instagram accounts for Local Sustainable Fashion Brands (LSFB) are used by their customers. This qualitative study examines brand engagement tactics used by LSFB and Instagram posts made by its followers. Content analysis is used in the analytical approach. In this study, the LFSB setting demonstrates how small business operators in the fashion industry have grown their enterprises. Social media usage to foster customer involvement is examined because it may assess the target market's brand recognition among a deluge of imported goods or worldwide brands.

THE ROLE OF INFORMATION SYSTEMS IN ADVANCING SMART VILLAGES: A RURAL TOURISM CASE STUDY

Recent studies highlight the need for a deeper understanding of the ways in which information systems, local government policy and community involvement affect the development of rural tourism. By using Structural Equation Modelling and Partial Least Squares (SEM-PLS), the current study aims to analyze the role of information systems, local government policy and local community engagement in rural tourism development. Using data from 69 participants in Watesjaya village, Bogor regency, the study analyzes multiple relationships among latent constructs. The data, encompassing variables such as system quality, information quality, local government policy, local community engagement, destination branding, and rural tourism development, undergoes meticulous reliability and validity assessments. Results from the SEM-PLS analysis unveil significant relationships and insights. Local community engagement emerges as a pivotal factor, positively influencing tourist satisfaction (0.499) and moderately affecting destination branding (0.239). However, local government policy exhibits a less pronounced positive impact on tourist satisfaction (0.069847) and a notable negative influence on destination branding (-0.300460), underscoring the need for policy realignment. Information quality paradoxically influences tourist satisfaction negatively (-0.185) and destination branding (-0.158), highlighting areas for strategic improvement. Meanwhile, information system quality positively affects tourist satisfaction (0.055) and significantly contributes to rural tourism development (0.783). This study provides a better understanding of stakeholders about rural tourism development by focusing on information system quality, information quality, local government policies, and local community engagement The study indicates that information system quality and local community engagement can be valuable indicators for boosting rural tourism development and improving tourist satisfaction.

Research On Value Chain Optimization Path Based on Customer Value Theory

The tea market has been booming in recent years, with various brands emerging like mushrooms after a spring rain, and market competition has become increasingly fierce. Against this backdrop, Changsha's local new tea brand, Cha Yan Yue Se, also named as Modern China Tea Shop has emerged as a market focus. Modern China Tea Shop is customer value-oriented, and through product innovation, price control, channel restriction, innovative marketing, and optimized service strategies, it has improved its brand image, won the favor of consumers, and completed the entire value chain. It has fully utilized the reverse role of service in the value chain and achieved value chain optimization. Cha Yan Yue Se's successful experience and strategies are of great significance for other milk tea brands.

АНАЛИЗ РЫНКА РЫБНОГО СЫРЬЯ г. КЕМЕРОВО

The purpose of the study is to conduct marketing research of the fish products market in order to determine the needs and preferences of residents of Kemerovo, as well as assess the possibilities of using fish products from local producers of appropriate quality. Objectives: to determine the level of consumption of fish products in the city of Kemerovo; to identify the main producers and the structure of the assortment of the consumer market; to consider the sales volumes of fish products on the market of the city of Kemerovo. To study the analysis of the state of the raw fish market in Kemerovo, eight retail outlets were selec¬ted. Statistical reporting data characterizing the state of the fishery market was collected and analyzed. The conducted review of the fish products market makes it possible to determine the level of consumer preferences of Kemerovo residents from the supply position, to identify the main features of the market, problems and potential for further growth. Analysis of the data obtained shows that the raw fish market in Kemerovo is represented by products from both local producers and fish processors from other regions and countries. More than 55 % of the range of fish products comes from foreign producers and fish pro¬ducts from Russian regions. One of the main problems is the low share of local production in the regional market. To achieve positive results in increasing local fish production, state support is required in the form of subsidies and benefits for local producers of fish and fish products. This will stimulate production growth and ensure affordable prices for consumers with high quality products and reduce dependence on imports. Attracting investors to expand and modernize regional fish farming and production, improving product quality, organizing the production of high-quality fish products that meet quality and safety standards – all this will help increase consumer confidence and create loyalty to local brands.

Perceived Brand Globalness and Localness: A Bibliometric Analysis

Objective: The purpose of the article is to establish the current state of research on the perceived brand globalness / localness (PBG / PBL) dichotomy. It analyses and assesses the changes in the research problems and identifies the areas upon which PBG / PBL research is currently focused. Research Design & Methods: The research method used in the article is bibliometric analysis, supplemented by content analysis of literature selected from the Scopus database. A four-step procedure was used to collect data and conduct bibliometric analyses: stage 1 – searching and identifying primary literature, stage 2 – review of the literature (screening), stage 3 – data export, stage 4 – bibliometric analysis supplemented by a content analysis of the literature. In addition, a co-occurrence analysis of keywords was carried out using VOSviewer. Findings: The research on PBG / PBL issues is concentrated in five main areas: 1) brand value signaling, 2) PBG / PBL interaction, 3) PBG impact on purchase intentions, 4) PBL impact on purchase intentions, and 5) the effect of country of origin/consumer ethnocentrism on consumer preference for foreign (global) vs. domestic (local) brands. The study also examines changing trends in PBG / PBL research. Implications / Recommendations: Recent world events including the COVID-19 pandemic, the Russian invasion of Ukraine and trade wars have slowed globalisation. Since buying behaviour is visibly changing under the influence of socio-economic factors, there is a need for further research to verify consumer preferences vis-à-vis global / local brand positioning. Contribution: The review and analyses performed enrich the existing literature on PBG / PBL, while the findings presented can serve as a starting point for further research.

Marketing Problems and Solutions of Thai Local Cosmetic Brand MINSTINE in China Market

Marketing Problems and Solutions of Thai Local Cosmetic Brand MINSTINE in China Market

A 10-year in-depth follow-up of post-lingual hearing loss patients with Chinese domestic cochlear implants

Background Follow-up of cochlear implant effectiveness is mainly focused on 3 years postoperatively, and studies with more than 5 years of observation are rare, especially for local Chinese brands. Objectives Nurotron (Chinese domestic cochlear implant brand) CI recipients who participated in the clinical trial in 2009 were followed-up for 10 years prospectively, providing data to guide doctors and patients. Material and Methods From December 2009 to April 2010, 57 subjects underwent Nurotron Venus CI surgery at multiple-centers, and were continued to be followed up and assessed at 1, 2, 3, 4, 5, and 10 years after switch on. Results All recipients were successfully implanted with CIs with no difficulty in subsequent use with one reported case of re-implantation at 9 years after implantation. The aided hearing thresholds were significantly improved at one month after switch on (p < 0.0001) and remained stable afterwards for 10 years. Speech recognition scores were significantly higher than pre-operative results (p < 0.05) and continued to improve till 3 years after switch on. At 10 years post-operation, most subjects had improved QOL scores in most sub-items. Conclusions and Significance Nurotron Venus CI System provides long-term, stable results in hearing speech assistance capabilities and can improve the quality of life of CI recipients.

A study on the Formation of Local Brand through the Local Museum : Focusing on the case of Yeongwol Museum Town

A study on the Formation of Local Brand through the Local Museum : Focusing on the case of Yeongwol Museum Town

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market.

Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always maintained the advantage of a high level of awareness among consumers, due to consumers' close relationship with these brands, hence this resulted in strong and positive marketing investments in the home market. The purpose of this research is to evaluate the attitudinal dispositions towards global and local brands and purchase intention. The objective is to understand the underlying motives of consumers' purchase decision. Consumer disposition and attitude towards brands are evaluated based on respondents' purchase intention of a select brand. Data are collected from Bangalore and Chennai using the convenience sampling method. Evaluation of the measurement model was performed using the Smart PLS 4 software. Findings suggest that consumer attitudinal disposition has a significant impact on consumers' purchase intention. Attitude formation is the first step in consumers' behavioural decision and making a purchase decision. Marketing managers/practitioners need to focus on forming this attitude in consumers' minds, so that this attitude formation leads to a purchase decision. This research provides theoretical and managerial implications for marketers, especially those operating in an emerging market like India as this study has examined the role of consumer disposition on attitude formation and purchase intention. From a theoretical perspective, this study developed and tested a conceptual model describing the relationship between attitudinal disposition and purchase intention.

Mapping the Minds of Gen Z: The Dynamics of Brand Loyalty in Indonesia

This journal reviews aspects of Generation Z's loyalty to local brands, emphasizing psychographic analysis. The research method used is qualitative, using in-depth interviews with Generation Z individuals who show interest and loyalty to local brands. By referring to consumer behavior theory, especially psychographic theory, this research identifies internal and external factors that encourage Generation Z to choose and remain loyal to local brands. The research results provide a deep understanding of consumer motivation, personal values, personality, cultural and social influences, and decision-making processes that shape Generation Z consumer behavior towards local brands

Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises

Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (vs. local) brands. Higher initial expectations for global brands are the underlying cause of this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis than when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.