Brand Marketing Research Articles

Examining how consumers can love brands through internal storytelling

Purpose This research aims to empirically test the boundary conditions under which the archetype-based narrative structure of storytelling brand advertisement through internal endorsement can generate brand love by making the consumers anthropomorphize the brand archetype. Design/methodology/approach Two studies based on survey and experimentally designed stimuli were conducted to validate the conceptual framework. The data were analyzed using confirmatory factor analysis and process macro on SPSS. Findings The results support that when the brand is endorsed in the storytelling ad by an internal endorser or storyteller, the narrative structure of the storytelling ad impacts brand love via the anthropomorphization of the brand archetype. The congruence between the internal storyteller’s personality and the archetype’s personality moderates the effect of the narrative structure on the anthropomorphization of the brand archetype, leading to brand love. The psychological sense of brand community further conditions the moderating impact of congruence. Originality/value The research provides insights to the brand marketers that internally endorsed archetype-based storytelling brand ads can be effective when the personality of the internal endorser is congruent with the personality of the archetype and the target consumers have a strong psychological sense of brand community.

Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults

Purpose With the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising endorsements of celebrities and online influencers within the framework of parasocial relations and multiculturalism. Design/methodology/approach This study engaged 42 Malaysian young adults aged 18–24 in semistructured interviews. They were asked to share a television commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility and endorsement effects. Findings Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers. Research limitations/implications This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and social media influencer endorsement. Practical implications Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heroes can serve as nation-building agents through celebrity endorsement in advertising. Originality/value Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.

A Review on Sustainable Marketing Strategy for Crocs

Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract peoples attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.

Analyzing the Impact of Marketing Mix and Hospital Brand Image on Patient Satisfaction and Loyalty: A Study at XYZ Maternity Hospital

This study examines the impact of the marketing mix and hospital brand image on patient satisfaction and loyalty at XYZ Maternity Hospital. As healthcare services face increasing competition, especially among hospitals, marketing strategies such as the 7P marketing mix and brand image play a crucial role in enhancing patient satisfaction and building loyalty. The study uses a quantitative method with 205 postpartum patients as respondents. Data analysis using PLS-SEM reveals that both the marketing mix and hospital brand image have a significant positive effect on patient satisfaction, which in turn strongly influences patient loyalty. These findings underscore the importance of focusing on improving patient-centered services and maintaining a positive hospital image to foster long-term patient loyalty.

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.

Using Digital Marketing Strategy and Perceived Value to Promote Brand Trust in Chinese Mobile Phone Brands

Over the past few years, China’s branded mobile phone industry has experienced significant growth, becoming one of the largest global markets. With fierce domestic and international competition, brand trust has emerged as a crucial factor influencing consumer purchasing decisions. Consumers trust mobile phone brands that excel in product quality, service, and value. This study explores how digital marketing strategies and perceived value enhance brand trust in Chinese mobile phone brands. The study formulates a research model and designs a survey questionnaire by reviewing relevant literature on digital marketing strategy, perceived value, brand trust, and Chinese mobile phone brands. Data is collected through an online survey using SPSS software to analyze the relationship between digital marketing strategy, perceived value, and brand trust. Finally, considering the unique characteristics of the Chinese mobile phone brand market and the research findings, the study provides practical recommendations for Chinese mobile phone brands. Keywords: digital marketing strategy, perceived value, brand trust, Chinese mobile phone brands

Research On Marvel's Marketing Model: An Analysis of Digital Marketing and Synergistic Effect

Marvel Studios occupies a significant position in the global entertainment industry. Its success is attributed not only to its film content but also to its unique marketing strategies. This paper aims to analyze Marvel's digital marketing model and the synergistic effects across different media. Through case studies of Marvel Studios' marketing strategies, this paper explores its practices and achievements in social media, content marketing, and cross-platform collaboration. Furthermore, this paper examines relevant market data and user feedback, comparing Marvel's marketing model with other well-known brands through comparative analysis. The research finds that Marvel has successfully established a strong brand influence and a loyal fan base through precise digital marketing and efficient media synergy. This paper will help other enterprises understand how to use digital marketing and synergies to enhance brand value and market competitiveness, demonstrating the effectiveness of Marvel's digital marketing strategies in developing brand cohesion and achieving high returns.

Tailoring customer segmentation strategies for luxury brands in the NFT market – The case of SUPERGUCCI

This study navigates the intersection of luxury fashion brands and Non-Fungible Tokens (NFTs) in the digital realm. By examining customer segments within the luxury NFT market, this study unfolds insights into changing market trends, consumer behaviors, and brand strategies. Employing data mining approaches, XPath analysis and the k-means clustering algorithm, this study examines user characteristics and behavior on the OpenSea platform, the largest NFT marketplace, with a specific focus on the SUPERGUCCI NFT collection by Gucci. This study identifies three distinct clusters, namely, speculators, casual collectors, and cryptocurrency natives, as well as their characteristics and behavior. The findings illustrate the significant impact of NFTs on customer segmentation and engagement, offering strategic insights for luxury brands navigating technological advancements. As the luxury sector evolves, this study enhances understanding of NFTs' role in consumer engagement and retail strategy within the digital age.

Research on the Positioning and Development Strategy of Archaeopteryx Brand in Chinese Market

As people focus more and more on health, outdoor activities are becoming more and more popular, and Arcteryx, as a leading brand in outdoor activities, has received a lot of attention recently, this paper adopts the literature review and case law method around Arcteryxs itself, and researches on Arcteryxs market strategy, technological innovation, market adaption, market competitiveness, etc., one by one, and this thesis has certain reference value for the positioning and strategy of Arcteryx as well as other outdoor brands in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management, and digital application. This thesis has certain reference value for Arcteryx and other outdoor brands positioning and strategy in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management and digital application. It also points out that the brand recognition and product line concentration in Arcteryxs high-end market are relatively low, and the future should further explore the regional market performance, changes in consumer behavior and the application of virtual technology.

Sales Channel Strategies of FMCG: A Comprehensive Analysis in Rural Maharashtra

The document focuses on Colgate-Palmolive's sales strategy, specifically in rural Maharashtra, as part of a Sales and Channel Management project. It examines the brand's market position, competitive landscape, and sales initiatives. Colgate-Palmolive maintains a dominant role in oral care and focuses on tailored approaches to different markets, such as affordability strategies for rural areas and digital engagement for urban consumers. The analysis includes a competitor review, highlighting how the company positions itself against Hindustan Unilever, Procter & Gamble, Dabur, and Patanjali. Key objectives are outlined, focusing on both quantitative goals, such as expanding market share and distribution, and qualitative objectives like building brand loyalty and launching new products. Sales initiatives include eco-friendly packaging, community outreach, customer loyalty programs, and the use of digital platforms to engage consumers. Additionally, the document suggests trade initiatives and retailer network improvements, recommending digital tools and gamified approaches to enhance performance. The integration of a Channel Information System (CIS) and various models of retail distribution, including the role of C&F agents, distributors, and general trade, are also discussed. The report concludes with insights on expanding Colgate's market reach and optimizing its distribution strategy. Key Words: Sales Strategy, Rural Marketing, Brand Loyalty, Digital Engagement

Research on the Optimization of Marketing Strategies Based on Brand Image: How Gucci Adapts to the Current Chinese Market

GUCCI is a world-renowned luxury brand that is loved by Chinese consumers. With the development of society and the advancement of science and technology, the competition of luxury brands has become more and more fierce, which has also led to the bottleneck of the sales of the GUCCI brand in the Chinese market in recent years. This article will explore the cultural background of the GUCCI brand, the marketing model for the Chinese market, and the current Chinese luxury market, and use the SWOT model to analyze, read literature, and study individual cases to optimize GUCCI's marketing strategy and derive its methods to adapt to the current Chinese market Through the exploration of this study, it is found that GUCCI can be sold through a combination of online and offline methods, develop brand ambassadors in multiple ways, and use social media for advertising. Set up a second-hand market and promote the concept of environmental protection. Set up an innovative experience camp to improve consumers' experience in the field of luxury brands. Adapting the GUCCI brand to the current development of the Chinese market.

A Review Article On The Impact And Evolution Of Sustainable Brands

The growing emphasis on sustainability has prompted significant changes in the fashion industry, particularly among brands striving to align with eco-friendly and ethical practices. This study explores the impact of sustainable brands on consumer behavior and industry standards. It examines how these brands are integrating sustainable practices into their operations, from the use of recycled materials to adopting circular economy principles. Despite consumers' increasing awareness and positive attitudes towards sustainability, there remains a noticeable gap between these attitudes and actual purchasing behaviors. This research highlights the crucial role of sustainable brands in addressing this disconnect by fostering transparency and authenticity in their practices. The study also investigates the effectiveness of various communication strategies employed by sustainable brands to enhance consumer trust and engagement. By analyzing data from consumer surveys and brand case studies, the research identifies key factors influencing the success of sustainable brands, including brand identity, sourcing practices, and marketing strategies. The findings suggest that while sustainable brands are making strides, continued innovation and consumer education are essential for driving broader adoption and achieving meaningful environmental and social impact.

The Effect Of Online Retailers And Perceived Risk On Repurchase Intention Mediated By Trust

This study focuses on online retail consumers who actively make purchases through the leading e-commerce platform, namely Shopee. This study emphasizes more on consumer experience and psychological factors that influence their purchasing decisions. The purpose of this study is to investigate online retailers, perceived risk, and trust on online retail consumers' repurchase intention, by mediating the role of trust. This study aims to provide a better understanding of the factors that influence consumer repurchase intention in the context of e-commerce, so that it can provide valuable input for business practices in improving their marketing strategies and brand management. The sampling technique used is non-probability sampling that has and uses the online retail shopee. In this study, data was collected from 125 respondents who met the criteria. The results of the analysis show that online retailers on trust and trust on repurchase intention have a significant influence. The implications of this finding are that increasing repurchase intention through planned and consistent branding efforts can be the key to increasing consumer trust and preference.

The Changes of Consumer Psychology and Price Sensitivity in Uncertainty: A Case Study of Fast Fashion Brand ZARA

In recent years, there has been a collective decline in the development of fast fashion clothing brands in the Chinese market. Taking ZARA as an example, its parent company Inditex Group has undergone large-scale store adjustments globally in the past two years, especially in the Chinese market, where the number of ZARA stores has decreased by nearly half compared to four years ago. While Inditex's global revenue has grown, there has been a significant decline in revenue in mainland China. Therefore, understanding how the fast fashion industry was accepted by the Chinese market in the past and why it is now being excluded has gradually become important. For the clothing industry, market decision-making power has shifted from clothing merchants to consumers, and consumer psychology has undergone certain changes, and in fact, they have gained some bargaining power. As a product aimed at the general public, fast fashion brands have lower customer loyalty. Customers are more sensitive to price changes. In the rapidly changing and uncertain environment, the drawbacks of the fast fashion brand model have begun to emerge: convergent styles, unstable channels, and environmentally unfriendly production models, etc., which no longer have sufficient competitiveness in the current market. Therefore, this article intends to use literature research and case analysis methods for research, and to address the above issues, some suggestions are proposed, hoping to help fast fashion brands retain and expand the Chinese market.

Personal Branding "Gemoy"Prabowo (Case Study On The Tiktok Account @Partai Gerindra)

Personal Branding is described as a process or effort to build a unique, strong and relevant self-image in the minds of other people. This involves identifying and building on our personal strengths, abilities, and uniqueness as characteristics that differentiate us from others. One of the social media that reflects Prabowo's branding as "gemoy" is the tiktok account @Partai Gerindra. This research aims to dig deeper into the process of forming Gemoy Prabowo's Personal Branding, especially related to the 'gemoy' image that is seen in his public interactions and increasing popularity and having a significant impact on Tiktok social media. The type of research method used in this thesis is descriptive qualitative research. The importance of this research lies in an in-depth understanding of the relationship between Personal Branding of political figures and public perception of their political image. The theory used is Peter Montoya's theory where Personal Branding marketing is the process of building and strengthening a person's personal image and reputation in the minds of other people. There are eight processes for forming Personal Branding owned by Peter Montonya, namely: 1. Specialization (The Law of Specialization), 2. Leadership (The Law of Leadership), 3. Personality (The Law of Personality), 4. Difference (The Law of Distinctiveness) , 5. Visibility (The Law of Visibility), 6. Unity (The Law of Unity), 7. Firmness (The Law of Peristence), 8. Good name (The Law of Goodwill).The results of the research and discussion are concluded as follows from the results of research conducted on Gemoy Prabowo's Personal Brandingon the Gerindra Party TikTok account, that this Personal Branding has succeeded in creating a strong and positive image among social media users. Gemoy Prabowo was able to build a unique and attractive personal identity by introducing the Gerindra Party to the public via the TikTok platform.

Tourism Village Marketing Branding Towards Sustainable Tourism Based on Local Wisdom

Research aims: This study aims to test and analyze the influence of tourism village branding marketing towards sustainable tourism based on local wisdom.Design/Methodology/Approach: This study employs a quantitative methodology with an associative approach. The study population comprises travelers who visit the Hutatinggi tourist village in the Lake Toba superpriority area which totals 980 tourists. The sample in this study amounted to 140 tourists obtained from 7 x the number of indicators, where the number of Indians was 20x7 = 140 tourists.Research findings: The study's findings indicate, it was found that the variables brand experience, perceived value, brand loyalty, and brand love exert a beneficial and substantial impact on the promotion and maintenance of sustainable tourism. The variables of brand experience, perceived value, brand loyalty, and brand love have a positive and significant influence on sustainable tourism through satisfaction.Theoretical Contribution/Originality: The variables of brand experience, perceived value, brand loyalty, and brand love have a positive and significant influence on sustainable tourism through satisfaction.Practitioners/Policy Implications: The limitations of this research are only for tourist villages in the Lake Toba area, and in the future, it can be developed to tourist villages throughout Indonesia. Research Limitations/Implications: The contribution of local wisdom to be able to increase sustainable tourism for marketing and branding of tourist villages in Hutatinggi, Toba Samosir.

Rebranding and Digital Marketing of “Lejareh” Beverage at Ranting 'Aisyiyah Sidodadi

This community service aims to increase the competitiveness and sustainability of the Lejareh ‘Aisyiyah Beverage UMKM in Ranting ‘Aisyiyah Sidodadi, Candi, Sidoarjo through a product rebranding strategy. Lejareh drinks, which are local products based on natural ingredients, have great potential for further development to meet increasingly competitive market needs. Service activities include packaging improvements, upgrading packaging labels, as well as operating offline and digital marketing. The results of the activity showed a significant increase in brand image and market acceptance of the newly packaged product. Apart from that, knowledge of UMKM players regarding marketing strategies and business management has also increased. It is hoped that this positive impact can encourage local economic growth and strengthen the economic independence of the ‘Aisyiyah community in the Sidodadi area.

Evaluating grape growers' brand awareness and market share dynamics of pesticide and fungicide brands

Evaluating grape growers' brand awareness and market share dynamics of pesticide and fungicide brands

PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY

The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand promotion in confectioneries and cafes have been identified. Various tools used in marketing efforts within this industry, which constitute the marketing mix or marketing complex, have been explored. The peculiarities of developing a marketing plan for confectioneries and cafes using the “5R+1C” integrated marketing model, and elements of the marketing mix specific to the food industry, are discussed. The ecosystem of the internet marketing strategy for confectioneries and cafes is outlined. The necessity for increasing social media activity (SMM) and enhancing market recognition, as well as developing a user-friendly website with online table reservations and sweet order functionalities, has been emphasized. Directions for optimizing the digital strategy effectiveness for confectioneries and cafes, focused on improving brand recognition among target audiences, are proposed. Factors influencing the selection of Google’s contextual media network for the promotion of confectioneries and cafes are outlined. The required changes for social media pages and websites to enhance brand promotion are discussed. International experiences regarding the efficacy of business tools in the food industry, incorporating marketing concepts, are also explored. The main idea of advertising campaigns, centered around creating favorable conditions for customer purchases and replicating the brand’s style in every part of the establishment, is reviewed. The specifics of consumer loyalty, shaped by the brand’s appearance, communication, establishment design, and available offerings, are also examined.

The Influence of Brand Image, Product Innovation, and Marketing Content on Purchasing Decisions Honda Scoopy Motorbikes in Denpasar City

Changes in consumer preferences in the motorcycle industry demand companies to enchance their marketing strategies to meet the need for efficient transportation amidst intense market competition. Denpasar serves as a prominent commercial hub, facilitating the acquisition of information. This research carried out in Denpasar, a city divided into four districts, with the objective of evaluating the impact of brand image, product development, and marketing content on the purchasing decisions for Honda Scoopy scooters in the region. A quantitative, descriptive research approach was employed. The target population included motorcycle riders who did not currently own a Honda Scoopy. A purposive sampling method was utilized, resulting in a sample 100 respondents. Data were collected using a structured survey consisting of 18 questions designed to measure each variable. The responses from the 100 participants were analyzed using multiple regression analysis with SPSS Statistics 26. The results indicate that brand image substantial impacts on consumer decision-making. Marketing content also affects these decisions, while product innovation has a substantial and positive effect on purchasing choices. The coefficient of determination (R²) is 73.4%, suggesting that brand image, product innovation, and marketing content collectively explain 73.4% of the variance in purchasing decisions. Factors that are not included in the regression model have an impact on the remaining 26.6%. Therefore, can surmised that brand image, product development, and marketing content significantly impact purchasing decisions.