Local Brands Research Articles

Unique Culinary Success in Medan City as a Tourism Destination

This essay analyzes and discusses the relationship between distinctive local cuisine and destination branding, utilizing consumer satisfaction as a mediating factor. Design, methodology, and approach: A nonprobability sampling technique combined with the judgemental sampling method was employed for the research sampling. One hundred forty tourists who had twice recently visited Medan City participated in the survey. The data were analyzed using SMART PLS and path analysis. Research findings: The Results revealed that while customer satisfaction greatly impacted branding destination, Unique Local Food considerably impacted customer joy. Likewise, exceptional regional cuisine significantly impacts destination branding by making tourists happy. The empirical results of this study offer strong support for the proposed Path analysis, which aims to take distinctive local food, customer satisfaction, and branding destinations into account simultaneously. Even though previous studies have not thoroughly explained the connection between factors, this is still the case. Practitioners/Policy Implications: The study suggests that Medan can effectively promote and advertise its image and cultural tourism performance since travelers know it as a city with a distinct culinary scene, leaving solid impressions. According to a study, Medan visitors do not form emotional bonds over the cuisine. Research Limitations/Implications: The researchers encountered challenges when collecting data for this study because most visitors were local tourists. Few domestic and international tourists were present simultaneously, making it difficult to distribute the questionnaire evenly.

FACTORS AFFECTING BRANDS AND COMPETITIVENESS OF TOURISM DESTINATIONS: AN ANALYSIS OF THE MEKONG DELTA

International travel is one of the fastest-expanding links, connecting countries worldwide and bringing them closer together. Since 1990, many Southeast Asian countries have opened their doors to international integration and have become attractive destinations for international tourists by promoting tourism development, typically Singapore, Thailand and Malaysia. The study of brands and competitiveness for tourism destinations in Vietnam is essential. However, there is no research done yet to study the brands and competitiveness of destinations in Mekong Delta. This research aims to define factors affecting the brand and competitiveness of a tourism destination; its foundation is a synthesis of qualitative and quantitative research methods and it focuses on a case study in the Mekong Delta. Group conversations with specialists were held to conduct qualitative research. Research directly interviewed 650 tourists in Mekong Delta tourist areas and was used to conduct quantitative research. The research will show which specific factors affect the brand and destination competitiveness in the Mekong Delta that other researchers have not shown. The research results show that: (i) brand of a destination is affected by eight factors (tourism infrastructure, natural environment, destination adaptation, culinary culture, safety and security in tourism, hospitality, service costs and local folk music); (ii) competitiveness of a destination is affected by nine factors (tourism infrastructure, natural environment, destination adaptation, culinary culture, safety and security in tourism, human service costs, local folk music and brand). From the results, this research suggests some managerial implications for expanding brands and strengthening the destination competitiveness in the Mekong Delta.

Local Brands Use Traditional Ethnic Culture to Shape Consumer Stickiness: Taking Huaxizi Brand as an Example

In modern society, domestic consumption is constantly upgrading. After experiencing the climax of the development of foreign culture, national cultural self-confidence begins to awaken, and "national tide fever" comes into being. In this social environment, research on how major domestic beauty brands stand out in the tide of the "national trend". This article takes the domestic beauty brand Huaxizi as the research object and uses literature analysis to identify the main reasons for the success of Huaxizi brand. Huaxizi's brand's reference to traditional culture is not a mechanical collaboration. It simply replicates traditional culture and deeply explores the excellent traditional culture that gradually disappears from the public's perspective. Then, starting from the nature and function of its own products, using modern craftsmanship and production technology, it cleverly integrates traditional culture into its own products and creates its own cultural symbol. Hua Xizi chose a brand recommendation officer in marketing, launched brand songs, and created unique Chinese style makeup. Through various cross-border marketing, she ultimately became a leader in the domestic beauty industry. Huaxizi has not formed its own user pool, and its sales methods are only limited to online sales. In order to achieve greater benefits, it is recommended to create its own exclusive app, establish a physical portal, and choose a marketing method closer to traditional culture.

Anta Sports International Acquisition Battle: From Nothing to Something and From Small to Big Metamorphosis

Under the impact of the three-year epidemic, China's total retail sales of consumer goods declined and consumers' propensity to consume continued to weaken, but sales in the sporting goods industry continued to grow steadily, with growth rates exceeding those of total retail sales of consumer goods. Chinese consumers are more resilient in their consumption of sporting goods, and after China's opening up, the proportion of Chinese people participating in outdoor sports has increased dramatically, creating greater demand in the market. In this context, the high-end outdoor sports brand beginning of the fire. However, in this the biggest winner is behind the Anta, a local Chinese brand acquired Finland's high-end sporting goods brand Amer Sports, and successfully turned a loss into profit. As matter of fact, such an opportunity Anta not only seized once, this paper focuses on the analysis of Anta's acquisition of FILA and Anta's acquisition of Amer Sports two classic cases, explored Anta through cross-border mergers and acquisitions to achieve the metamorphosis from scratch, from small to large, for other popular clothing brands to reshape the product grade, expand the share of the international market to provide experience and reference.

Analysis of Marketing Strategies of Cross-border E-commerce Platforms in the United States-Shein

The US has the largest economy in the world and possesses one of the largest e-commerce markets in the world. Many Chinese companies that are searching for greater space for development target the US market as new chances, derived from many successful digital marketing platforms like Tiktok, Temu, Shein, and so on. Among them, Shein has surpassed the local brand Amazon more than once for being the most downloaded App in the US. Shein has now been recognized as the top 1 fast-fashion digital marketing platform in the US market and its capital market validation has reached 300 billion RMB in 2021. This research selects Shein as a case study to analyze the key factors of Shein's successful market plan in order to expand the advanced strategy into other Chinese companies, through the perspective of Shein's brand positioning, C2M model, targeted audiences choice, DTC platform, SEO development, digital marketing strategy-influencer marketing (micro-influencer.

A Discussion on the Marketing Strategy of Chinese Local Brand of Manly Personal Care Industry: The Case of Make Sense

Current research focused on the factors that motivate Chinese men to purchase grooming products and the marketing strategies of cosmetics and skincare brands in China. This study attempts to fill the research gap about the marketing strategy of Chinese local brands belonging to the manly personal care industry. This paper selects Make Sense, the market leader of the mentioned category above, as the research object. Utilizing the 4P theory to analyze the marketing strategy of Make Sense, this paper reveals that Make Sense has obvious drawbacks in product and place strategy. Lacking products with distinguished advantages, lacking customized products with solutions to problems belonging to diverse skin types, and lacking offline flagship stores are three major problems. This paper suggests that Make Sense can optimize its marketing strategy in the following three paths. Collaboration with more specialized doctors, construction of offline flagship stores, and a greater refinement of product categories are all significant.

TRADITIONAL ASPECTS IN SUSTAINABLE FASHION PRACTICE

Sustainable issues have been forced for the fashion industry stakeholders to develop sustainable practices. Many strategies were attempted to overcome these issues, and one of the established sustainability strategies is to employ a traditional approach in their practices. As an archipelago country, Indonesia has a diverse traditional cultural heritage, which allows local fashion brand owners to use them in their practice. The importance of the traditional approach is learning and considering each community's existing culture. One of the established fashion practices in Indonesia that has employed traditional aspects as their primary approach is Threads of Life. This research aims to analyze the traditional aspect of Thread of Life practice and observe how the aspect of tradition plays a significant role in achieving sustainable fashion. This study uses a qualitative descriptive method with a single embedded case study by taking Threads of Life as the case study, focusing on traditional aspects of achieving sustainable practices. The analysis process focused on three units of analysis: production process, business model, and design. The research outcome is a model that explains the traditional aspect of the Threads of Life. The model shows that designing sustainable products focusing on traditional aspects should contain five aspects (environmental, social, economic, traditional aesthetics, and indigenous) with various strategies.

Pengembangan Platform Coffee Shop KURLEB dengan Fokus pada User Interface dan Prinsip UX Law

The increasing trend and public interest in coffee shops, also known as cafes. One of the cafes named Kopi KurangLebih has great potential to attract customers due to its strategic location, high-quality menu, and aesthetic ambiance. Although Kopi KurangLebih already has an Instagram account to showcase its content and engage with followers, the information provided is limited and lacks proper organization. Visitors to the coffee shop struggle to make menu choices due to the absence of a platform to display the available options. To address these challenges and improve the quality of service, a website is needed to document and present information that assists customers in making menu selections. The current reliance on social media as a source of information for coffee shops is inefficient and temporary, as the information shared only appears briefly on users' timelines. Hence, the development of an attractive and informative website for Kopi KurangLebih becomes necessary. The website should be designed according to user needs and the resources available to Kopi KurangLebih. By utilizing a digital information medium in the form of a website, potential customers can access and obtain information easily, thereby increasing their interest and purchasing power. The research also applies the Three Circles method and incorporates various UX Law principles into the user interface (UI) design. Through observations and analysis, the research identifies the values of Kopi KurangLebih, customer needs, and competitor values. This research successfully built a UI prototype of the KURLEB website, transforming it into an effective digital platform for promoting, storing, and providing information about Kopi KurangLebih. It also achieved a good user experience by providing relevant information, intuitive navigation, and appealing visual aesthetics. With a well-designed UI and the applied principles of UX Law, this website delivers a positive user experience, enhances customer engagement, and contributes to the sustainable marketing of Kopi KurangLebih as a local coffee shop brand.

Pengaruh Social Media Instagram Marketing dan Brand Image terhadap Purchase Intention Produk Avoskin dimediasi oleh Brand Trust

The presence of beauty trends has a significant influence on the growth of the cosmetics and beauty industry in Indonesia. With the existence of the trends, consumer needs for skin care products have increased. So that makes many new brands present in the world of beauty in Indonesia, both local brands and brands from abroad. The presence of foreign brands makes competition between producers even higher. With this competition requires local brands to determine the right marketing strategy. Social media is one of the most appropriate marketing or promotional tools because it is easily accessible so that it can improve brand image and brand trust. This study aims to determine the effect of Social Media Marketing and Brand Image on Purchase Intention mediated by Brand Trust. The sample in this study were followers of Avoskin's Instagram account and lived in the city of Yogyakarta. Primary data was obtained from a questionnaire of 100 respondents with a technique with 100 respondents with purposive sampling technique. After that the data was analyzed using multiple linear regression analysis with purpose sampling, hypothesis testing using partial test (t) and sobel test using the SPSS ver. 25 program. The results showed that social media marketing variables had a positive and significant effect on brand trust, brand image had a positive and significant effect on brand trust, brand trust had a positive and significant effect on purchase intention, social media marketing had a positive and significant effect on purchase intention, and brand image variables had a positive and significant effect on purchase intention.

Optimasi Pemasaran Brand Lokal Melalui Platform E-Commerce

The rapid development of technology and information in Indonesia presents a business opportunity for entrepreneurs, particularly local brands, both large and small-scale. This research aims to elucidate the marketing strategies and increase the sales volume of local brands. The research methodology employed is a descriptive approach through a literature review. One of the local brands currently gaining attention is Aerostreet, which introduces quality shoes at affordable prices through an effective branding strategy. Suboptimal offline marketing efforts prompted Aerostreet to expand its presence into the digital realm. With the adoption of online marketing through the Shopee platform, there has been a significant surge in Aerostreet's product sales volume. In addition to reaching the domestic market, Aerostreet has now successfully penetrated the international market

Role of Industry Players in Brunei's Halal Industry Development

The global halal market is a substantial and expanding consumer market, both domestically and internationally. With the projected increase in the world’s Muslim population by 35% by 2030, reaching 2.2 billion, the demand for halal products is expected to soar, potentially reaching USD 6.0 trillion by 2024. Brunei holds great potential to become a prominent halal hub worldwide and offer its high-quality local halal brand to the global market, contingent on the government’s concerted efforts to foster the growth of the halal industry in the country. To understand the role of industrial players in Brunei, this study aims to assess their impact, particularly considering the challenges they face in influencing the government’s direction in the country. Through an online survey, 150 respondents, who specialized in Bachelor of Halal Science, provided additional insights on the significance of industry players in shaping the development of Brunei’s halal industry. The majority of respondents believe that industry players play a significant role alongside policymakers and the Brunei government in reinforcing and continuously enhancing the nation’s halal standards, laws, and regulations.
 Keywords: Brunei, government, halal industry, industry development, industry players

Discontinuation Of Long-Established Hydroxyprogesterone Caproate; Call For Awareness And Drug-Substitutes: A Letter To The Editor.

Madam, 17-Hydroxyprogesterone caproate is a synthetic progestin medication used to prevent preterm birth in pregnant women with a prior history of preterm birth. The drug has been used worldwide, including in Pakistan (local brand names Gravibinan and Proluton) for the prevention of PTBs and recurrent miscarriages. The drug is potent, cost-effective and readily available as IM injections. The FDA approved drug in 2011 after the Meis trial, which was regarded as a game-changer. [1] But many subsequent trials showed that the drug did not significantly lowered the risks of preterm births. The PROLONG study, much larger than the Meis trial, that was conducted in association with the FDA between 2009 and 2018 as a confirmatory trial showed practice-changing results that 17 OHPC did not significantly reduce the risk of PTB and neonatal morbidity, hence not confirming treatment efficacy. [2] The FDA ultimately in 2023 issued a statement recalling Makena (17-OHPC) and its generics from the market stating that the drug had no significant role in reducing the risk of PTBs and has potential risks to the offspring in the long term. [3] A study by C. Murphy et. al published in the American Journal of Obstetrics and Gynecology showed an increased risk of prostate, colorectal and pediatric brain cancer in offspring exposed to 17 OHPC especially during the first trimester. [4] Micronized progesterones (locally available as Progefik and U-Progest) on the contrary, are chemically similar to human progesterone and are therefore regarded as ‘body-identical’. They are administered orally or vaginally and have similar effects as 17-OHPC in the prevention of PTB. A comparative study in India by Shambhavi et.al was one of the various studies to show that no significant difference in the two medications for the prevention of PTB and neonatal morbidity. [5] Micronized progesterone has largely gained popularity in recent years and has replaced 17-OHPC in preventing PTBs especially in women with short cervix. 17-OHPC is still being widely prescribed in Pakistan. Efforts should be made to spread awareness among the healthcare practitioners regarding the disapproval by FDA for continued use of 17-OHPC. Pakistan’s Drug Regulation Authority needs to act accordingly regarding the continued approval of the drug in the country and spread awareness about its substitutes with better potency and reduced risks. Moreover, continued research about the efficacy of other progesterones administered to reduce PTBs and their potential risk factors in the long run is needed.

Analysis of global brands’ green procurement strategy: Co-opetitive local sourcing vs. overseas sourcing under delivery disruption

Recently, black swan events, such as the Covid-19 pandemic and the Russia-Ukraine war, have caused disruptions for the local brand with overseas procurement (BOP) who traditionally purchase remanufactured components globally. This induces the BOP to find a local alternative supplier, although the remanufactured components without supply disruption can be of high price, and the local supplier has a self-branded business. In this paper, we consider a BOP's strategic sourcing decisions from a local supplier with self-branded end products (LSP) who sells remanufactured components. We focus on the BOP's incentives toward such a “co-opetitive” relationship and the LSP's willingness to sell remanufactured components to the BOP. We find that having two suppliers may induce a component price war but the component price will not become too low when the probability of overseas supply disruption is high. Interestingly, we find that the BOP will allocate a low proportion of component purchasing orders to the LSP when it faces a high probability of overseas supply disruption. In contrast, the LSP has the incentive to sell remanufactured components to the BOP when the probability of overseas supply disruption is in a moderate range. If the BOP's remanufactured component quality requirement is high, or the probability of overseas supply disruption is low, the LSP might even have a profit loss when selling components to the BOP.

Brewing happiness: Is it just about coffee or more?

This study aims to provide empirical evidence of the important role of product diversity and service quality on consumer’s perceived value and its subsequent influence on consumer satisfaction. The largest local coffee shop brands in Indonesia have been selected as the focal points of this study due to their amalgamation of traditional and modern flavors and the unique experiential offerings they provide to their customers. Notably, the novelty of this study resides in its intention to bridge a significant gap in the existing literature. Prior studies have rarely explored the factors associated with customer satisfaction within the context of local coffee shop services with the mediation role of perceived value and antecedents of product variability. The study adopts a quantitative research approach, utilizing a 5-point Likert scale in a survey-based methodology. A total of 262 respondents, comprising a diverse pool of coffee lovers and enthusiasts, actively participated in this survey. To examine and assess the hypotheses posited in this study, we utilized the SPSS macro-PROCESS (Model 4). The study's findings indicate a significant positive correlation between product and service diversity and customer value. This suggests that by offering a diverse range of innovative products and services, coffee shops can enhance the perceived value for customers, ultimately leading to higher satisfaction levels. Interestingly, this study has uncovered a notable difference in the role of service quality as a primary driver of customer satisfaction, in contrast to prior findings suggesting that service quality is merely one of several factors contributing to satisfaction.

The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local

This study aims to examine the role of nostalgic brand positioning in influencing purchase intention and the use of e-WOM with national and local Mexican brands. Accordingly, a system of seven hypotheses embedded in a conceptual framework is proposed and empirically tested. Constructs have been assessed using a structured questionnaire with 365 respondents. Partial least squares structural equation modeling is used to test the hypotheses. The study’s findings reveal that nostalgic brand positioning has a significant impact on brand iconness and brand resurrection, both have the effect of influencing purchase intention, and purchase intention has an impact on e-WOM. Hence, the moderation results suggest that the effects of nostalgic brand positioning on brand iconness and brand resurrection are more prominent for local brands than national ones. Additionally, a multigroup analysis was conducted to identify the effect of generational cohorts. This study provides valuable information for marketing professionals in terms of designing and implementing effective strategies to revive iconic brands, especially local ones, and promote purchase intentions through the benefit of word-of-mouth through social media.

Global and Local Brands in Developed and Developing Markets: A Systematic Literature Review and New Directions

Global and Local Brands in Developed and Developing Markets: A Systematic Literature Review and New Directions

Factors Increasing Loyalty of Local Cosmetic Brands: A Study on Generation Z in Indonesia

The fierce competition in the beauty industry in Indonesia raises the problem of loyalty with various choices and information accessibility from the Internet. Issues also surface from Generation Z, recently reported to dominate the market as digitally savvy and tends to be disloyal to one brand. The research aimed to analyze the factors that increased brand loyalty in the local cosmetics industry, specifically from Generation Z in Indonesia, through brand love and the mediation effects of self-esteem, susceptibility to normative influence, and social media brand engagement. The research applied a quantitative approach by distributing online questionnaires and purposive sampling to 321 respondents. The data obtained were processed with Structural Equation Modeling (SEM) with Partial Least Square approach (PLS) using SmartPLS. The results show a direct relationship between brand love and brand loyalty, brand love with the mediating variables (self-esteem, susceptibility to normative influence, and social media brand engagement), and two dimensions of social media brand engagement (affective and behavioral social media brand engagement) with brand loyalty. The other two mediating variables, such as self-esteem and susceptibility to normative influence and behavioral social media brand engagement, do not affect brand loyalty. However, the mediating effect only exists through affective and behavioral dimensions in increasing brand love relationships with brand loyalty. The research contributes to Indonesia’s business practitioners retaining their consumers amid intense competition by utilizing affective and behavioral factors in giving information on social media.

Research on Strategies to Enhance the International Communication of Chinese Culture ——Taking Advertisement Translation as an Example

Driven by global development strategies, both domestic and foreign enterprises tend to utilize international brand advertisements to enhance their visibility and expand their global businesses. Since its accession to the WTO, China has experienced rapid development. Therefore, for Chinese enterprises, the appropriate translation of their product advertisements directly impacts commodity sales and consumer’s brand awareness. Building upon intercultural communication theory, this thesis will further analyze the challenges in intercultural communication as perceived by professional translators and explore their specific solutions through a case study. Subsequently, this essay will provide comprehensive insights into strategies and techniques for translating contemporary Chinese local brand advertisements in the context of intercultural communication.

Pengaruh Integrated Marketing Communication Terhadap Citra Perusahaan Ortuseight

Business competition between sports brands is very tight. There is intense competition between brands in Indonesia, for this reason each brand creates a strategy for its brand, such as Integrated Marketing Communication (IMC). In the business world, Integrated Marketing Communication (IMC) is one of the strategies that is the most important point for creating integrated marketing communications in order to attract consumers and build an image. As is done by the local brand, Ortuseight. The theory used is integrated marketing communication which includes advertising, sales promotion, personal selling, public relations, direct and digital marketing, and company image which includes personality, reputation, values/ethics, corporate identity. The approach used in this research is quantitative, using a survey method. Data collection was carried out by distributing questionnaires via Google Form, which were distributed to 60 Instagram followers @sd_3sport, and sampling was carried out randomly. The results of this research show that the influence of Integrated Marketing Communication, all respondents answered agree, and the influence of Integrated Marketing Communication on Company Image, all respondents answered agree. From all the Y variable statements in the research questionnaire, the magnitude of the influence of Integrated Marketing Communication has a strong relationship of 0.864 to the company image of Instagram followers @sd_3sport with a percentage of Integrated Marketing Communication of 74.6% and the remaining 25.4% is influenced by other factors

Consumers' purchase behavior reactions: a focus on the steady devaluation of currency, compounding increase in inflation rates in Egypt

PurposeThis study investigates consumer purchase behavior during the steady devaluation of currency, which led to increase in inflation rates in Egypt.Design/methodology/approachThis study collected and analyzed numerical data to test the causal relationships found among the research model variables. Administrated questionnaires were distributed March 2023 in cross-sectional timeframe in several visits to hypermarkets, supermarkets and grocery stores in Cairo and Alexandria, applying nonprobability sample. Structure equation model path analysis was used to test the hypotheses.FindingsThis study shows compulsive buying, sense of anxiety, value shopping, attitude toward private label, attractiveness of local brands and materialistic behaviors impact consumers' acceptance of alternative brands; compulsive buying, sense of anxiety and materialistic behaviors impact the continuance of purchasing accustomed brands.Practical implicationsRetailers, government and policymakers can use this study as a guide to know how consumers react during times of high prices so to provide solutions to their needs. Policymakers should take into account the findings in managing the economy.Originality/valueThis study shows the effect of inflation on consumer spending to contribute to the body of knowledge in literature on the factors that influence consumer behaviors. A model was developed to frame the possible manners that might surface among consumers during times of high inflation; it reflected whether compulsive buying, sense of anxiety, value shopping, attitude toward private label, attractiveness of local brands and materialistic behaviors impact consumers acceptance of alternative brands and/or the continuance of purchasing accustomed brand.