Local Brands Research Articles

Assessment of potentially toxic metals in selected local and foreign rice brands from Southwestern Nigeria: Implications for human health

This study evaluated the presence of potentially toxic metals (PTMs) in different local and foreign rice brands from southwestern Nigeria. Eight brands were purchased in four states: Oyo, Osun, Ogun, and Lagos. A total of sixty-four rice samples were analyzed for PTMs (Cd, Pb, Cr, Ni, Cu, Fe, Mn, and Zn) using an atomic absorption spectrophotometer. The data collected were analyzed for descriptive and inferential statistics. Health risk assessments were conducted to evaluate non-carcinogenic risks, including hazard quotient (HQ), hazard index (HI), and cancer risk (CR). The results revealed high concentrations of Pb (7.13±5.40 mg/kg) and Cd (8.71±3.81 mg/kg) in the local brand and a high Cr (5.91±3.71 mg/kg) in the foreign brand, which exceeded the WHO permissible limits of 0.2, 0.3, and 1.0 mg/kg, respectively. The health risk assessment revealed that the HQ values exceeded the permissible limit of 1.0 for Pb, Cd, and Cr in most of the rice brands, indicating adverse health effects. The CR data revealed health concerns for Cd, Cr, and Ni, with values exceeding the limit of 1.0 × 10−4. This suggests a potential risk of cancer development associated with consuming the locally produced and imported rice in the states under study.

Investigating the Impact of temperature and storage time on antimony release from polyethylene terephthalate (PET) plastic used for bottled drinking water

In last decade, Prosperity in contemporary Saudi Arabia and the consequent stresses on renewable freshwater resources resulted in the bottled drinking water market. Over the period, sustainable water resources planning (SWRP) has become an essential requirement for the development of places where these resources are highly constrained. To meet this market growth in Saudi Arabia is augmented by increasing demand for bottled water. This drastic increase, leads some countries to develop an alternative sources including desalinated water and treated wastewater for landscaping irrigation, industrial reuse, street cleaning, and aquifer recharge. There are claims on health concerns the possibility of chemicals migration from polyethylene terephthalate (PET) bottles into drinking water. In this paper, inductively coupled plasma -optical emission spectrometry (ICP-OES) was utilized and applied to determine the antimony (Sb) release from PET bottles into mineral water of 8 local brands at different temperature degrees within 8 months storage time.

Exploring TikTok's Effectiveness for Local Brand Promotion: A Case Study of Conseva in Indonesia

This study looks into the efficiency of TikTok as a promotional tool for Conseva, an Indonesian company that specialises in fashion accessories and stationery. With an emphasis on reaching a bigger audience, particularly Indonesian women aged 25-34, the study uses a mixed-methods approach to evaluate TikTok's influence on brand awareness, audience engagement, and consumer behaviour. The study examined four different types of films for the Conseva Arctic collection, showing the difficulty of properly engaging the audience and driving customer behaviour through TikTok content. The findings highlight the importance of storytelling and hashtag strategies in digital marketing, emphasising the need for a more nuanced understanding of hashtag success on TikTok. The study's findings add to the expanding conversation about digital marketing by providing insights into the obstacles and opportunities connected with using TikTok as a promotional medium for local brands. However, the study's shortcomings, such as the inability to measure long-term impact and the emphasis on specific material types, should be taken into account when interpreting the results. Future research may address these limitations and expand our understanding of TikTok as a promotional tool for local brands.

Promoting Handcrafted Clothing Using QR Code Technology, from a Local Brand to COP27

Promoting Handcrafted Clothing Using QR Code Technology, from a Local Brand to COP27

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

Instagram Content Analysis of #BanggaIlustratorLokal Campaign on Building the Brand Image of Sovlo

A local brand called Sovlo collaborates with local illustrators to create illustrated fashion products, such as bags and t-shirts. In order to support Indonesian illustrators, Sovlo started a campaign called #BanggaIlustratorLokal, which is carried out both offline and online on Instagram since 2021. As it is known, content is crucial to the success of any social media campaign because everything shared on social media, including photos, videos, captions, comments, etc., contributes to how people think about a brand and eventually shapes the brand image. Therefore, as a brand, Sovlo needs to develop good content to create a positive brand image. The purpose of this study is to see how Sovlo’s brand image is shaped by the Instagram content of the #BanggaIlustratorLokal. This study is a qualitative descriptive study that uses the concepts of good social media content characteristics which are educative, entertaining, persuasive, telling a story, sharing, and finding. According to the findings of this study, Sovlo’s brand image has developed as a brand that empowers and supports Indonesian illustrators as a result of the #BanggaIlustratorLokal campaign’s use of phrases associated with local illustrators, products made in collaboration with local illustrators, and/or mention of local illustrators in the visual and/or caption.

A comparative analysis of social media engagement of brand local fashion in Indonesia

The fashion industry significantly contributes to Indonesia's creative economy, accounting for 17% of the GDP in 2020. With the advent of digital technology and the resurgence of local brands, the sector has seen substantial growth, especially in e-commerce where fashion remains the top-selling category. The increased competition among local brands necessitates effective competitive strategies, particularly through social media, which has seen a dramatic rise in users, reaching 191.4 million in 2023. This research focuses on analyzing the Instagram accounts of the top 5 local fashion brands in Indonesia, as identified by the Fluenshion survey. Using qualitative case study methods and secondary data from Analisa.io, the study evaluates the social media strategies of these brands over a one-year period (2022-2023). The findings reveal varying levels of engagement and strategy effectiveness among the brands, with recommendations emphasizing the importance of content type, posting frequency, and interactive social media use to enhance brand engagement.

관광지 선택속성이 지역브랜드 이미지와 재방문의도에 미치는 영향

Zhoushan City, a prominent tourism destination in China, has witnessed the continued growth of its tourism industry, making the city and the industry a pivotal part of the national economy. However, the rapid expansion of tourism has brought to light several issues that the city faces as a tourism destination, such as bland and monotonous cultural images, outdated tourist facilities, inhospitable residents, and mediocre food quality. These issues point to the critical tasks in need of urgent resolution, as they are associated with destination selection attributes that can influence destination brand images and revisit intentions. Therefore, this study aims to elucidate the impacts that destination selection attributes have on local brand images and intentions to revisit among domestic visitors to Zhoushan City. Empirical analysis reveals the following findings. Firstly, all destination selection attributes, including cultural images, facility convenience, local hospitality, and food quality, significantly influence local brand images. Secondly, all destination selection attributes also significantly influence revisit intentions. Thirdly, local brand images exert a significant impact on revisit intentions. Lastly, mediation effects of local brand images between destination selection attributes and revisit intentions are observed, with partial mediation effects in facility convenience, cultural images, and local hospitality, and a full mediation effect in food quality. These findings provide insights for devising practical strategies to enhance Zhoushan City's local brand images and attract more tourists to the city.

The Barbie Movie Collaboration

The aim of this research is to find out strategies for success in entering the market through collaboration with local brands of Barbie products even though the film has not yet been released. Using qualitative research with a cyber phenomenology approach. This research model uses a simple design with Triangulation Theory. Data collection techniques used were observation, interviews and documentation. The data analysis technique used is Manual Data Analysis Procedure (MDAP). The results of this research found that 3 local brands ESQA, SOVLO, Day and Night use marketing strategies: Marketing Mix; Segmentation (Geography, Demographics, Psychography, Behavior); Cooperation Patterns Marketplace; Timing Strategy (Viral, Building Hype) with Co-Branding: Uniqueness; Awareness; Positive Customer Feelings (Consumer Rating); Favorable (Instagram Poll, Question Box); Positive Customer Judgment (Review Before Launching).

THE INFLUENCE OF DIGITAL MARKETING, BRAND AMBASSADOR, AND PRICE ON ERIGO PRODUCT PURCHASE DECISION

This research is based on the decline of the Erigo Brand as the Top Local Clothing Brand in 2021 to 2022 by 2.9 percent. So research is needed to improve purchasing decisions influenced by digital marketing, brand ambassadors, and Erigo brand prices carried out in the World's Best JKT48 Community. This research was conducted using a survey method among members of the World's Best JKT48 Community who are members of the Discord server, totaling 94 respondents. Data collection was carried out using a questionnaire, and data analysis used SPSS 21 which includes validity, reliability, classical assumption testing, multiple regression analysis, and hypothesis testing. The research results show that digital marketing, brand ambassador, and price have a positive and significant effect on purchasing decisions. Erigo needs to share digital content that better supports its product promotion to increase product purchasing decisions. Erigo needs to increase purchasing interest in product purchasing decisions through brand ambassadors who can further influence consumers. Erigo needs to consider new prices that better suit its products to improve purchasing decisions. The coefficient of determination value of 0.678 indicates that the purchasing decision variable can be explained by digital marketing, brand ambassador and price variables of 67.8% while the remainder is explained by other variables outside the research

THE EFFECT OF SOCIAL MEDIA MARKETING ON AWARENESS AND BRAND IMAGE OF LOCAL FASHION THROUGH CONSUMER BRAND ENGAGEMENT

This study aimed to determine whether Social media marketing affects a positive and significant role in awareness and brand image of local fashion through consumer brand engagement. This type of study is descriptive, and data collection is cross-sectional. A survey method was used in this study, and data were collected by questionnaire using a 5-point Likert scale. The data of this study were collected from 208 responses from Indonesians born between 1981 to 2012 who wear or ever have used local fashion brands using a probability sampling technique with convenience sampling method, and the data was then analyzed using smartPLS software version 3.2.8 by testing the outer model analysis and inner model analysis. This research is expected to fill research gaps on brand awareness and brand image through consumer brand engagement for local fashion brands in which local fashion brands face a challenge in creating and implementing social media marketing strategies that attract consumers. According to the findings of this study, social media marketing positively and significantly impacts local fashion brand awareness and brand image through consumer brand engagement. This research is thought to contribute to academics and practitioners about the Effect of Social media marketing through consumer brand engagement and their effects on awareness and brand image.

Collaborations as an Innovative Marketing Tool

Relevance. At the present stage of economic development, collaborations are gaining relevance, which are considered as a marketing and social tool. In 2023, this is a real trend both among local brands and among brands with a global level. This is a way to stand out from the competition and promote a product or service unobtrusively and creatively. Also, the popularity of this tool is added by the lack of binding to any of the types of marketing. It can be argued that collaboration is characterized by universality.The purpose of this topic is to determine the conditions for creating a successful collaboration. Objectives. To achieve it, the tasks are set: to consider the concept of collaboration as an innovative tool, the history of its appearance as a marketing tool, the differences between collaborations and affiliate marketing, types of collaborations, successful and unsuccessful cases, to analyze the successful collaboration of the Laviani Cosmetology and Natural Beauty Center and the Twine Fitness and Stretching studio ShpagettyMethodology. The main research methods used were theoretical – the study of statistical data, research conducted in this area, theoretical training materials on the topic under consideration, practical experience in conducting such campaigns – and empirical – conducting a collaboration and its analysis after completion.Results. As a result, the rules for organizing a successful collaboration were derived and a conclusion was made about the capabilities of the marketing tool in question. Conclusions. Collaborations are an innovative way to attract a new audience, the essence of which is the creative presentation of a fundamentally new product, which is the result of cooperation between two companies with the same values. Despite the long history, collaborations in the form in which they exist now can be called an innovative marketing tool.

Semiotic protocols for cultural trend analysis in strategic communication: Brand cases from the telecommunications sector

The SARS-CoV-2 pandemic strongly influenced daily practices, and this manifested in social interactions, communications and consumption. This work addresses the relations between branding and cultural trends in strategic communication and advertising in different contexts of the pandemic. First, we reviewed the concepts of branding and cultural trends. From there, it was necessary to develop a methodological proposal to articulate a connotative semiotic analysis with the semiotic square and a cultural trend mapping. The analysis was carried out through an independent and comparative reading of two-time phases: confinement (2020) and end of constraints (2022). Three telecommunications brands in Portugal act as case studies in a random and probabilistic sample of two audiovisual texts from Christmas campaigns each. Finally, a theoretical-operational triangulation is obtained between branding, cultural trends and semiotic analysis in promoting local brands that redefine spaces, social relations, and identity expression during and after the COVID-19 pandemic confinements.

Exploring consumer responses to official endorsement: roles of credibility and attractiveness attributes in live streaming.

Official endorsement, distinct from celebrity, expertise, and peer endorsement, introduces a new paradigm where local government officials use online platforms, particularly live streaming, to promote local products and brands. This study examines the influence of official endorsement on consumer responses using the source credibility and source attractiveness models. We developed a framework that considers official credibility and attractiveness attributes as antecedents, and consumer perceived security and enjoyment as mediators, affecting purchase intention and local brand awareness. The study also incorporates variables such as consumer region and power distance belief. Data from 594 responses obtained through an online survey were analyzed using structural equation modeling. The results indicate that official credibility attributes (expertise, trustworthiness, government credibility) enhances consumer perceived security, while official attractiveness attributes (physical attractiveness, interaction friendliness, and similarity with consumers) increases consumer enjoyment. Both perceived security and enjoyment positively influence purchase intention and local brand awareness. These relationships are partially moderated by consumer region and power distance belief. This research pioneers the study of official endorsements, expanding the endorsement literature. It also provides practical insights for marketing professionals and government officials on leveraging official endorsements to enhance the value of local products and brands..

Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Minat Beli Ulang Pelanggan pada PT. Sumber Mas Indah Plywood Bagian Lokal

The objective of this research is to determine how Product Quality, Price, and Brand Image influence Customer Repurchase Intention at PT. Sumber Mas Indah Plywood Local Division. This study employs a quantitative research method, which can be understood as a method used to investigate a specific population or sample, with data collection using research instruments, and data analysis being statistical in nature, aimed at testing predetermined hypotheses. The sample size in this study is 140 people. The sampling technique used is purposive sampling. The results of the study indicate that Product Quality does not affect Customer Repurchase Intention at PT. Sumber Mas Indah Plywood Local Division, whereas Price and Brand Image have an influence on Customer Repurchase Intention at PT. Sumber Mas Indah Plywood Local Division.

The Influence of Halal Certification, Halal Awareness and Product Quality on Buying Interest in Halal Cosmetic Products for the Local Brand Make Over

Analyzing the influence of halal certification, halal awareness and product quality on interest in purchasing halal cosmetic products from the local brand Make Over as the aim of this research. The sample used was 100 Muslim female consumers who were aware of Make Over cosmetics but had never purchased or used the brand. The survey method using a questionnaire is the technique used to collect data for this research. The instrument test results prove that all the data in this study are valid and reliable. From the results of the classical assumption test, it is shown that the data in this study is normally distributed, does not contain multicollinearity and heteroscedasticity. The research results show: (1) halal certification has no effect on interest in buying halal cosmetic products from the local brand Make Over (2) halal awareness has a positive and significant effect on interest in buying halal cosmetic products from the local brand Make Over (3) product quality has a positive and significant effect on interested in buying halal cosmetic products from the local brand Make Over. The resulting theoretical implications support and provide evidence for previous findings, namely the successful testing of the influence of halal awareness and product quality on purchasing interest as well as providing support for previous research regarding the absence of the influence of halal certification on purchasing interest. The managerial implication is provide input to Make Over's marketing department to demonstrate halal certification so that it can have an influence on purchasing interest.

The Role of Influencer Collaboration as A Marketing Strategy In Promoting New Product Collection

Internet, social media, mobile apps, and other digital communications technologies have all become a part of everyday life for billions of people around the world. A global phenomenon, as mentioned by Backaler is that influencer marketing is growing in countries around the world. One example of a local fashion brand that has recently just adopted influencer collaboration as its marketing strategy is THENBLANK. The study objectives of this research are to analyze the role of Isyana Sarasvati as a marketing strategy collaborator in promoting THENBLANK’s new product collection, to know how Isyana Sarasvati contributes to THENBLANK’s marketing strategy, and to identify the factors that THENBLANK considers when choosing an influencer to collaborate with. The method used in this research is a qualitative method with semi-structured in-depth interviews as the data collection method. The theories and concepts used in this research are the Stimulus-Response Theory, AISAS Model, Pillars of Influence, and Marketing Strategy. The result of this research shows the collaboration between THENBLANK and Isyana was successful because of the compatibility of personality and character. THENBLANK also collaborates with Isyana because they want to increase the brand value, brand image and social status of customers, and this was in accordance with their selection. The role of Isyana as an influencer is also very good and contributes through making a song scoring, providing criticism and input, and many more.

Analysis Of The Form Of Sustainable Fashion And The Quality Of Disclosure Of Economic, Social And Environmental Aspects On The Website In 2022: A Case Study Of Sukkhacitta.Com

In this era of Globalization, the world's population has increased so human needs and desires must also continue to grow. Choosing needs, cannot be separated from a person's lifestyle, where fashion has become an inseparable part of daily appearance and style. The development of the fashion industry is in line with fashion which is no longer just a necessity but also a lifestyle. This research is the result of practice-based research, where local brand SukkhaCitta strives to design sustainable fashion collections by raising the issue of clothes that can heal the earth. Through this practice, Sukkhacitta retraces the footsteps of their ancestors, where SukkhaCitta makes clothes directly manually in the village without using factories. From the application of traditional agroforestry to spices used as natural pesticides. Intercropping naturally balances the carbon cycle between the soil and the atmosphere. Another attraction that SukkhaCitta tries to highlight is the storytelling behind each product it makes. This story element is what differentiates SukkhaCitta from other fast fashion products that only follow trends.

Product inventory control at a local brand forum outlet using ABC analysis

A local brand forum outlet sells Micro, Small, and Medium Enterprises (MSMEs) products with inventory management still carried out manually based on employee experience. The research objectives are to analyze problems related to the inventory system and provide recommendations for planning and controlling inventory systems at a Local Brand Forum (FBL) outlet. Primary data was collected through observation, in-depth interviews, and Focus Group Discussion (FGD). The method used is ABC analysis to obtain the product classification. The results showed that 16 items (19.05%) are included in class A, with a total sales value of 69.55% of the total value for money. Class B has 25 product items (29.76%) with a total sales value of 20.29% of the total value for money. Products in class C are 43 items (51.19%) with a total sales value of 10.16% of the total value for money. As much as 43.75% of products in class A are nine basic commodities which are the basic needs of the Indonesian people, so they have a high priority in inventory control. These results are expected to provide planning and inventory control systems using the ABC class of products to avoid shortages and overstock inventory.

Factors and Business Strategies for Making Local Products Successful: Case Study From the Developing Economy

Purpose: This study provides insights into the factors that determine the success of local products, taking the Hai Phong fish sauce industry as a typical example. Theoretical framework: The research team utilized qualitative techniques, focusing on gathering and analyzing secondary data across various developing countries, with a particular emphasis on local product brands in Hai Phong City, Vietnam. Results and discussion: Meticulous consideration of customer preferences and local needs is core to the success and sustainability of local products in highly competitive markets. It is concerned with preserving local culture and heritage as well as promoting ethical and sustainable values, thereby enhancing the overall impact of these products in the regional and global context. bridge. Policy implications recommend creating an enabling environment that encourages using high-quality raw materials and traditional techniques in local product development, and strategic investments in branding and marketing, while ensuring strict compliance with food safety regulations. This study has limitations, mainly related to the focus on Hai Phong fish sauce products, which may limit the generalizability of the findings. Research Implications: Future research should include a broader range of products and local areas. Traditional production methods and craftsmanship are essential in product differentiation, cultural preservation, and consumer loyalty. Furthermore, appropriate packaging and branding are indispensable to attract consumer attention and communicate the value of the product. Marketing and distribution strategies enhance product visibility and consumer engagement. Originality/value: Appropriate packaging and branding are indispensable to attract consumer attention and communicate the value of the product. Marketing and distribution strategies enhance product visibility and consumer engagement.