Perceived Brand Image Research Articles

Citizen Participation for Sustainability and Resilience: A Generational Cohort Perspective on Community Brand Identity Perceptions and Development Priorities in a Rural Community

Citizen participation is deemed to be crucial for sustainability and resilience planning. However, generational equity has been missing from recent academic discussions regarding sustainability and resilience. Therefore, the purpose of this paper is to reintroduce the topic of the existence or absence of an intergenerational consensus on the example of a rural community and its perceived brand image attributes and development priorities. The research is based on primary data collected through an online survey, with a sample size of N = 808 respondents in Neunkirchen-Seelscheid, Germany. The data were analyzed using the Kruskal–Wallis test for the presence and/or absence of consensus among the five generations regarding brand image attributes and development priorities. The findings point to divergence between what the median values indicate as the most relevant brand image attributes and development priorities among the citizens and the areas where the Kruskal–Wallis test shows that an intergenerational consensus either does or does not exist. The results imply the need for new concepts and applied approaches to citizen participation for sustainability and resilience, where intergenerational dialogue and equity-building take center stage. In addition to the importance of the theory of citizen participation for sustainability and resilience, our results provide ample evidence for how sustainability and resilience planning documents could potentially benefit from deploying the concept of intergenerational equity. The present research provides sustainability and political science with new conceptual and methodological approaches for taking intergenerational equity into account in regional planning processes in rural and other areas.

E-marketing and Perceived Brand Image of Hotels in Ghana

This study examined the role of e-marketing in promoting perceived brand image of hotels in Ghana. The study used a quantitative approach. The correlational research design was employed. Using the random sampling technique, 420 hotel visitors were included in the study. Structured questionnaire was used for the data collection. Statistical tools of frequency, percentage, mean, standard deviation, and Pearson correlation coefficient were used to analyse the data collected. Results revealed that website contributed to building a positive brand image of hotels in Ghana. Furthermore, Facebook contributed to the construction of a positive brand image of hotels. Additionally, a positive relationship was found between the use of SMS and perceived brand image of hotels. Finally, it was revealed that the use of emails was positively associated with perceived brand image of hotels. It was recommended that management of hotels in Ghana enhance their websites and integrate Facebook features to make them easy for visitors to easily toggle between the main sites and Facebook pages. Keywords: E-marketing, perceived brand image, hotels, Ghana DOI: 10.7176/JTHS/64-03 Publication date: April 30 th 2023

The Impact of Hiring People with a Disability on Customers’ Perspectives: The Moderating Effect of Disability Type

The present study investigates the effect of hiring people with a disability in the service staff on customers’ perspectives in Jordan, with the moderating role of disability type. The quantitative research method was adopted to obtain the necessary data for the research; the study sample was convenient and consisted of 765 participants who are social media users belonging to different age groups. The data were collected using an online questionnaire distributed through various social media platforms. Findings exhibited that the antecedent variable positively affects the consequent variables (quality, brand image, and loyalty), while there was no significant effect on purchase intention or stereotyping. Further, hiring people with a disability had the strongest impact on perceived brand image. The findings from this research could eventually furnish assistance to existing and future entrepreneurs to build sustainable enterprises while keeping pace with a nation becoming socially responsible.

The Examination of Brand Image and Price on Purchasing Decisions of ‘Sambal Bu Sandra’ Surabaya, Indonesia

This study aims to determine: 
 
 The influence of brand image on purchasing decisions,
 The influence of price perception on purchasing decisions 
 
 This type of research uses a quantitative approach. The study population consists of consumers who purchased 'Sambal Bu Sandra' in Surabaya. According to Hair et al. (2010: 77), the sampling technique with non-probability sampling techniques is precisely accidental sampling with the ideal and representative size of respondents, and it obtained as many as 84 respondents. The data collection technique uses questionnaires that have been tested for validity and reliability. Data analysis techniques use multiple regression. The results of simultaneous tests show that the variables of brand image and price perception have a significant effect on the purchase decision of 'Sambal Bu Sandra' in Surabaya. As for the partial test, it shows that the variability of the brand image has a positive and significant effect on purchasing decisions. Moreover, the price perception variable also has a positive and significant influence on the purchasing decision of 'Sambal Bu Sandra' in Surabaya.

PENGARUH EXPERIENTIAL MARKETING, BRAND IMAGE, PRICE PERCEPTION TERHADAP CUSTOMER SATISFACTION PADA KONSUMEN STARBUCKS RESERVE DEWATA

The development of culinary industry in Indonesia is getting promising. One of business that focuses on selling beverages is a coffee shop. Coffee shop is a place that offers beverage with variety of coffees. Starbucks Reserve Dewata is a new innovation from Starbucks which was inaugurated in 2019 and became the largest Starbucks Outlet in Southesast Asia. It is intended for people who understad coffee and interest to try a deeper experience on enjoying coffee. This study aims to examine and explain the effect of experiential marketing, brand image, and price perception on customer satisfaction at Starbucks Reserve Dewata consumers. This research was conducted in Denpasar city with 150 respondents using Google forms questionnaire. Determination of the sample using a non-probability sampling model with purposive sampling technique. The data analyzed using multiple linear regression. The results of this research indicate that all hypotheses are accepted. Experiential marketing has a significant and positive effect on customer satisfaction. Brand image has a significant and positive effect on customer satisfaction. Price perception has a significant and positive effect on customer satisfaction

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND SOCIAL MEDIA MARKETING ON BRAND IMAGE AND INTEREST IN BUYING E-COMMERCE COSMETIC PRODUCTS

Electronic word of mouth (E-WOM) and Social Media Marketing are widely used by consumers to explore information about a product. Information obtained from various sources on the internet will affect consumer perceptions of brand image, risk and encourage consumer buying interest. This study aims to examine the effect of electronic word of mouth, and social media marketing variables on purchase intention with brand image as an intervening variable. This study used a purposive sampling technique on 250 respondents. The study was conducted on all Indonesian citizens who are interested in buying and using cosmetics through e-commerce and already have income. The method used is the Structural Equation Model with AMOS 24.0 Software. The results of this study indicate that electronic word of mouth has a positive and significant effect on brand image and buying interest, and social media marketing has a positive effect on brand image and buying interest and is significant on brand image but not significant on buying interest. Meanwhile, brand image has a positive and significant effect on purchase intention.

The Effect of Brand Image and Price Perception on Customer Satisfaction on Citilink Airlines at Juanda International Airport Surabaya

The Central Statistics Agency (BPS) noted that the number of airplane passengers was 2.38 million people, an increase of 47.8% compared to the previous month. An increase in the number of passengers occurred at one of the main airports, namely Juanda Surabaya by 46%. The services provided by Citilink airline companies and price perceptions will affect the image in the future so that the airline must improve this to get Citilink airline user satisfaction. This study aims to determine the effect of Brand Image and Price Perception on Customer Satisfaction on Citilink Airlines at Juanda International Airport, Surabaya. Data analysis and hypothesis testing were carried out using multiple linear regression analysis through IBM SPSS Statistics 22. The results of this study indicate H1 is Ho is rejected and Ha is accepted, which means brand image has a positive and significant effect on customer satisfaction with a significant value of the brand image variable of 0.017 0 ,05. H2 is Ho is rejected and Ha is accepted, which means that price perception has a positive and significant effect on customer satisfaction with a significant value of the customer satisfaction variable of 0.006 0.05. H3 is Ho rejected and Ha accepted, which means brand image and price perception have a positive and significant effect on customer satisfaction with a significant value on the F test of 0.000 0.05. The result of the value of R Square (R2) is 35.8%.

Analisis Peran Persepsi Harga Dan Brand Image Terhadap Purchase Decision Produk Sepatu Dengan Merek Vans

The purpose of this study is to determine the effect of brand image and price perception partially or simultaneously on purchasing decisions. The type of research used is quantitative associative research. The subjects of this study were consumers of Vans shoes with a sample of 115 respondents. The data collection method uses a questionnaire. Analysis of the data used is descriptive analysis, the classic assumption test and multiple linear regression analysis. Hypothesis testing using the T test, F test, and R2Test. In this study it can be seen that partially, the brand image variable (X1) and price perception (X2) each have a significant effect on purchasing decisions (Y). Simultaneously, brand image (X1) and price perception (X2) significantly influence purchasing decisions (Y). The coefficient value of R2 by looking at the value of R Square 0.731 or 73.1%.
 Keywords: Brand Image, Price Perception, Purchase Decision

The Effect of Product Variation, Brand Image and Price Perception on Purchase Decisions of Fried Sedaap Noodles at Smbako Agent in Kumpay Village, Banten

This study aims to determine the effect of product variations, brand image, and price perceptions on purchasing decisions for fried noodles at basic food agents in the Kumpay sub-district, Banten. The sample in this study were 100 respondents who had purchased fried noodles at least once. This study uses primary data with data collection methods through questionnaires distributed to 100 respondents. The data analysis technique uses inferential analysis with multiple linear regression and uses the Statistical Product and Service Solution (SPSS) version 22.0 program. From the results of multiple linear regression analysis, using the t test where Product Variation (X1) has a positive and significant effect on purchasing decisions with a score of 3.665 > 1.985. Brand Image (X2) has no positive and significant effect on purchasing decisions with a score of 1.276 <1.985 and Price Perception (X3) has a positive and significant effect on purchasing decisions with a score of 4.873 > 1.984. So it can be concluded that Product Variation and Perceived Price have a positive effect on purchasing decisions. Meanwhile, brand image has no positive and significant effect on purchasing decisions.

PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (STUDI PADA KONSUMEN SMARTPHONE OPPO DI AAN CELL KALIWUNGU KENDAL)

The purpose of this study is to analyze the influence of each of the free variables of product quality, brand image, and price perception on purchasing decisions as bound variables. The population in this study were Oppo smartphone buyers at AAN Cell Kaliwungu Kendal. Primary data were obtained using questionnaires while secondary data using literature studies. The sampling method was carried out using purposive sampling techniques with a total sample of 100 peope. Based on the resuls of SPSS version 24.0 shows, that the test of the research instrument shows, that all indicators are valid and all variables are reliable. Based on the F test, it shows that all free variables silmutanly affect purchasing decisions. Based on the results of the regression coefficient and t test, it shows that product quality variables have a positive and significant effect on purchasing decisions, brand image variables have a positive and significant effect on purchasing decisions, brand image variables have a positive and significant effect on purchasing decisions, and price perception variables have a positive and significant effect on purchasing decisions.

Pengaruh Persepsi Citra Merek, Persepsi Kualitas Produk dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Distro Bloods di Kota Tegal

The rise and fall of Bloods Distro sales volume is caused by Bloods Distro members who do not place orders every month. If a member does not transact consecutively for one year or more, the Bloods Distribution Company will automatically deactivate the member. Apart from the lack of member updates in selling to consumers, the purchase rate has decreased because it is influenced by customer buying interest in Brand Distros, where customers who are initially interested in buying Brand Distros in a certain month then become not interested in making repeat purchases even though different brands are offered. brand previously offered by the consultant. The purpose of the study, to analyze (1) whether brand image affects purchasing decisions, (2) whether product quality affects purchasing decisions, (3) whether price perceptions affect purchasing decisions, (4) whether brand image, product quality and price perceptions simultaneously influence the purchasing decision of Bloods distribution in Tegal City. The method used in this research is a quantitative method. The number of samples is 100 respondents, purposive sampling technique, data collection using a questionnaire, analysis tool using multiple regression. The results of the study, (1) Brand image variables have no effect on purchasing decisions, (2) Product quality variables affect purchasing decisions, (3) Price perception variables affect purchasing decisions, (4) Brand image variables, product quality and price perceptions simultaneously influence on purchasing decisions for Bloods distributions in Tegal City, (5) the percentage of variable contribution obtained is 67.90%, meaning that variations in bloods distributions purchasing decisions in Tegal City can be explained by brand image, product quality and price perception. The remaining 32.10%, explained by other factors outside the model.

The antecedents of repurchase intention at user online travel agents in Indonesia mediated by brand image

This study examines the relationship between the perception of booking website quality, sales promotion, brand image, and repurchase intentions among local online Travel Agent Users, namely Traveloka, Tiket.com, and Pegipegi. The population in this study is consumers in big cities in Indonesia. This research is explanatory research with a quantitative approach which collects data by distributing questionnaires to 200 respondents. Data analysis used partial least squares (SEM-PLS). The results showed that the perception of booking website quality and sales promotion significantly affected repurchase intention. Likewise, a brand image had a significant effect on repurchase intention. The results of this study also show that brand image partially mediates the effect of the perception of booking website quality and sales promotion on repurchase intention. The results of this study suggest that online travel agency companies can improve the quality of the web provided and continue to innovate in providing various services and promotions. By improving the company's brand image, it will be capable of influencing users' personality to continue to have the repurchase intention.

Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector

PurposeThis study aims to examine ethical practices in the banking sector by testing the relationships between customer perceptions of ethicality and brand attributes like affect, image and equity.Design/methodology/approachDrawing on the social exchange theory, the authors advance the consumer’s perspective in explaining brand equity in the banking sector. Following the survey technique, the authors used the Hayes’ Macro Process in analysing the data collected from 148 bank customers in New Zealand.FindingsThe findings suggest that customers’ perception of ethicality, brand image and affect are significantly associated with brand equity. Also, brand image and affect significantly mediate the relationship between customer’s perception of ethicality and brand equity.Research limitations/implicationsThe main limitation of this study is the use of survey and cross-sectional methods. Future research may adopt mixed-method techniques to provide insightful information on how these variables influence brand equity.Originality/valueThe study demonstrates the mechanisms that facilitate brand equity and contributes to theory by analysing the factors of brand equity in the banking sector, which has been less investigated.

How Safety and Accessibility Affect The Perception and Local Tourist Experience?: Eastern Indonesia Marine Tourism Pre- Covid-19 Pandemic

Eastern Indonesia has enormous marine tourism potential. The main problem is accessibility. Inside the region also poses the same problem, where some local marine tourism spots can be considered accessible. In addition, the lack of infrastructure on marine tourism spots may actually have great impact on safety of tourist, which can all together affect the tourist positive experience. Based on this current condition, this study aimed to measure the impact of accessibility and safety through brand perception to tourism experience. This Study conducted In Kei Islands, which home of up and coming marine tourism spots in the country. This study used path analysis with Smart-PLS, questionnaire is used for data collection with total 120 samples. The result indicated that safety and accessibility have positive and significant effect on tourist experience, what is more, accessibility have positive and significant effect on marine tourism spot’ brand perception. This study clearly indicated that access to marine tourism spot can have a bigger impact to visitor positive experience and the brand image perception of the tourism spot, therefore tourism management with government to optimize the transportation and information related to make it easier for local, domestic and foreign tourists to visit the region.

Pengaruh Persepsi Harga dan Citra Merek terhadap Minat Beli Minyak Goreng Tropical pada Supermarket XYZ


 This study aims to determine and analyze the effect of price perception and brand image partially and simultaneously on buying interest in tropical cooking oil at supermarket xyz. In this study using a quantitative approach. Primary data was obtained through survey results by providing questionnaires distributed through google form by asking a number of questions regarding Price Perception, Brand Image, and Purchase Interest. The sample of this study was collected using the Slovin formula and an error rate of 5% with a total sample of 400 respondents. The analytical technique used in this research is the technique of scale-range analysis and path analysis with the help of the Secessive Interval (MSI) Method. Microsoft Excel computer program and SPSS application. There is a positive and significant correlation between price perceptions and buying interest. There is a positive and significant correlation between brand image and purchase intention. Perception of price and brand image have a simultaneous effect on buying interest.
 Keywords: Price Perception; Brand Image; Buying Interest.

Do Fans Care About the Activist Athlete? A Closer Look at Athlete Activism Effect on Brand Image

U.S. professional athletes increasingly have engaged in athlete activism. Such actions have elicited a wide range of responses from sport fans, calling into question whether an athlete’s activism can impact their brand image. This research explored whether attitudes toward athlete activism, activism message, activism communication style, or fan identification level affect an activist athlete’s brand image. This research utilized a 2 × 2 experimental design of activism type (safe vs. risky) and activism effort (high vs. low). A focus group determined both activism effort and activism type. Activism type did not significantly affect fans’ perception of athlete brand image, but perceived athlete attractiveness decreased when the athlete engaged in risky activism. Individuals’ attitudes toward athlete activism significantly influenced their perception of an activist athlete’s brand image. This paper fulfills an identified need to understand the effects of athlete activism on the athlete’s own brand.

A GROUNDED THEORY INVESTIGATION OF THE INFLUENCE OF A ‘POSITIVE VISUALISATION COURSE’ IN BRAND IDENTITY ON FIRST-YEAR STUDENTS’ PERCEPTIONS

Branding is a well-known concept in the business field, and its application in the higher education sector has been introduced in recent years. Higher education branding is an effective strategy which has received considerable attention in recent years, and a growing number of articles on the subject have begun to appear in the literature. However, an apparent gap within the literature indicates that students’ perceptions of university brand images have not been thoroughly researched. Therefore, the purpose of this research is to investigate the impact of a positive visualisation course in brand identity on the perception of freshmen students of a university brand image. A qualitative approach has been selected as the most suitable for this study, and the methodology for the study of the aforementioned area is grounded theory. The research findings revealed that the positive visualisation course in brand identity can positively affect freshmen students’ perceptions of the university brand image.

Perceptions of Quality, Price and Brand Image Affect the Loyalty of Yogyakarta Adolescent Consumers in Using Iphone Products

Perceptions of Quality, Price and Brand Image Affect the Loyalty of Yogyakarta Adolescent Consumers in Using Iphone Products

Perceptions of Quality, Price and Brand Image Affect the Loyalty of Yogyakarta Adolescent Consumers in Using Iphone Products

The purpose of this study was to examine product quality on price, brand image, and its impact on consumer loyalty to Iphone products in a case study of adolescents aged 17-22 years in Yogyakarta. The population used is all teenagers aged 17-22 who use Iphone in Yogyakarta, and the sample is a portion of teenagers who use Iphone in Yogyakarta as many as 166 respondents. The sampling technique uses Non-Probability Sampling, namely convenience sampling. The analysis used uses the SEM method and the AMOS application program version 22.0. Data variables used in this include quality, brand image, price, and consumer loyalty. These variables form six hypotheses. The results of data analysis show that product quality has a positive effect on brand image, price, and consumer loyalty. Prices have a positive effect on image and consumer loyalty. Image has a positive effect on consumer loyalty.

PENGARUH PERSEPSI KUALITAS PRODUK, KEPERCAYAAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI TOKO PARNASON JR KOTA BENGKULU

This study aims to determine the effect of perceived product quality, trust and brand image on purchasing decisions at Parnason JR Stores. This type of research uses descriptive quantitative research methods. The population used in this study are consumers who make purchases at the Parnason JR store. The number of respondents in this study were 90 people. Methods of data collection using questionnaires and using analytical techniques using multiple linear regression analysis test and hypothesis testing, namely t test and f test. Based on the results of multiple linear regression, the regression equation form Y = 4.728 + 0.410 (X1) + 0.391 (X2) + 0.216 (X3) and the results of the t test and f test of this study can be concluded that the quality perception has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (3.878 > 1.987) and (sig = 0.00 < 0.050). This means that H_0 is rejected and H_a is accepted. Trust has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (5,899 > 1,987) and (sig = 0,00 < 0,050). This means that H_0 is rejected and H_a is accepted. Brand Image has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (2.224 > 1.987) and (sig = 0.029 < 0.050). This means that H_0 is rejected and H_a is accepted. Perception of Quality (X_1), Trust (X_2) and Brand Image (X_3) together have a positive and significant effect on Purchase Decision (Y) at Parnason JR Stores, this is evidenced by the F test showing the value of F_count>F_table, namely: (39.500 > 2.71) and (sig = 0.00 < 0.050). This means that H_0 is rejected and H_a is accepted.
 
 Keywords : Product Quality Perception, Trust, Brand Image and Purchase Decision.