Brand Perception Research Articles

Exploring the concept of brand sustainability: comprehending its importance and implications

This study investigates the evolving role of sustainability as a catalyst for consumer behavior. This article aims to provide a clear comprehending of the concept of sustainability, elucidate its practical applications, and explore how these principles can be effectively integrated into both traditional business models and the realm of e-commerce. It underscores how sustainable initiatives are influencing immediate buying choices and molding brand perceptions, consequently affecting long-term performance. Drawing upon authoritative sources like the United Nations, IBM, World Economic Forum, and the Boston Consulting Group, it furnishes a holistic grasp of brand sustainability and its wide-ranging consequences. The study discerns sustainability as an increasingly influential factor in consumer decision-making, molding instantaneous purchasing judgments and brand outlooks, with far-reaching effects on overall business success. The results of the research reveal that sustainability manifests uniquely for each brand, offering numerous avenues for conventional businesses and e-commerse to incorporate sustainability into their strategic frameworks. Brands responding agilely to sustainability will likely see better financial results. By investing strategically, disseminating initiatives effectively, and measuring their impact, sustainability can become a potent source of lasting competitive advantage.

Unveiling the Key Influencers in Smartphone Purchase Decisions

In this study, the objective was to delve deep into the determinants that sway consumer’s smartphone purchasing choices in Butwal, Sub-Metropolitan City. Analyzing the role of societal influences, intrinsic product characteristics, and the perceived brand reputation, the study delineates the fundamental considerations guiding consumers in the selection of smartphones. In the rapidly expanding smartphone market of Butwal, Sub-Metropolitan City, understanding the consumer’s criteria for smartphone selection and the most prominent influencer in their decisions is of utmost importance. The research relied heavily on primary data, garnered from 385 smartphone users within Butwal, Sub-Metropolitan City, through a meticulously crafted questionnaire, leveraging a convenience sampling strategy. To pinpoint the critical factors affecting customer’s smartphone buying tendencies, a combination of descriptive analysis, correlation analysis, and multiple regression analysis were employed, thus facilitating a robust process of inference. In this investigative journey, the nuances of product features, societal influences, and brand perception stood as independent variables, critically analyzed for their bearing on smartphone purchasing decisions. Correlation studies manifested a strong linkage between the dependent variable - the consumer’s buying decision, and all the outlined independent variables. Furthermore, the regression analysis highlighted the profound influence of brand perception, product attributes, and societal factors on the consumer buying trajectory. This study not only paves the way for insightful managerial and academic discourse but also stands as a beacon for scholars seeking theoretical directions in this domain. Moreover, the findings encapsulated in this study could forge a path for the creation of adept marketing stratagems in the realm of smartphones.

시각적 일관성이 고급 소비재의 가치 인식에 미치는 영향

The fields of marketing and consumer behavior study often focus on the formation of value and status of high-end consumer products. This study examines the impact of visual consistency on the perceived value of luxury products and correlates with the purchase motivation of Generation MZ. The purpose of this study is to explore the impact of visual consistency on the value perception of luxury consumer products. It revealed how visual consistency strategies can influence the perceived value and emotional value of high-end products and how they can improve the purchase decision-making of consumers. Through a research model and hypotheses, this study researched the interaction between visual consistency, perceived value of luxury brands, and purchase motivation of Generation MZ. The study used a mixed methodology combining qualitative and quantitative techniques, and hypotheses were developed to test the relationships between variables. Data was collected through a survey and analyzed. The results of the analysis confirmed a relationship between visual consistency, perceived value of luxury goods, and purchase motivation, and confirmed the mediating effect of purchase motivation. This study provided insights into visual consistency and its impact on the value perception of luxury consumer goods brands. The findings indicate that brands should carefully consider the visual elements and have implications for marketers, designers, and companies seeking to understand and leverage these dynamics of luxury branding and consumer behavior.

Perception of Employees on Employer Branding of Nepalese Insurance Industry

In this strategic human resource management era, employees are the most crucial components in the business world. Employers must consider how their workforce views the company and its brand. The study aims to explore employees' perception of employer branding in the Nepalese Insurance Industry. The study also examines the influence of employers' brands on employees' perceptions in the Nepalese industry sectors. The research obtained information from the 400 employees working in the insurance industry by using convenience sampling techniques. However, 44 were incomplete information, 31 were removed for validity, and 325 were applicable for analysis. The structured questionnaire was prepared based on a five-point Likert scale from strongly disagree to strongly agree to evaluate employees' perceptions. SPSS 20.0 software was used to assist in data analysis. Information was analyzed by descriptive analysis methods in which frequency analysis, cross tab, mean, and standard deviation were considered. The study's findings explained employees' favorable perceptions toward insurance companies' brands. The employer's branding highly impacted employees' perceptions. Employees had a favorable opinion of their organization when their overall employer branding score was high. Employees with higher education levels had a positive opinion of employer brands, but people with lower education levels had a negative perception. The majority of employees agree with the company brand. Therefore, there is a greater need for insurance companies to create strategies necessary to guarantee that their employees will stay in the same workplace in the future. Employer branding benefits an organization's recruiting efforts and lowers recruitment expenditures. Additionally, the research explains employers' brands helpful for staff retention and lower employee turnover rates. So, the employer brand may be used to categorize the necessary strategies.

The impact of social media influencers on purchase intention: examining the mediating role of credibility in Sindh, Pakistan

Social media influencer marketing is a brand-new digital marketing tool where influencers shape consumers’ perceptions of products, services, and brands. They can influence buying behaviour by posting images, reviews, and personal experiences on social media. Over the past few years, consumers have significantly become aware of influencers. This research paper aims to identify the numerous characteristics of influencers affecting social media, influencing their credibility and consumer intentions towards purchasing in Sindh, Pakistan. Consequently, a framework that shows the connections between trustworthiness and reliability. A framework that can directly impact an influencer’s credibility on social media and an indirect impact on a customer’s intention to make a purchase. Closed-ended survey questionnaires were used to obtain the data, and “purposive sampling” was used to select respondents in this study. Confirmatory factor analysis, reliability, and validity tests were used to conduct and check the hypotheses. Smart-PLS was applied to the data collected for a detailed analysis. The findings of this observation stated that the consumer’s intent to make a purchase is directly affected by the influencer’s credibility on social media. However, expertise had no significant effect on the influencer’s credibility, but it indirectly impacted a consumer’s purchase intention.

Success in Indonesia Analyzed Through Price, Quality, Branding, Promotion, and Consumer Perception

The present research delves into the elements that influence the performance of private label businesses in Indonesia's Micro, Small, and Medium-Sized Enterprises (MSMEs) market. Specifically, it examines the interdependent aspects of pricing strategy, brand, promotion, and consumer perception. Structural Equation Modeling (SEM), a quantitative method, was utilized to examine the association between these factors utilizing a sample of 197 MSMEs. The findings provide important information for MSMEs trying to survive in the cutthroat market environment by demonstrating a strong and positive correlation between each component and private label performance. This research provides useful suggestions for enhancing private label tactics and expanding market share in Indonesia.

The Influence Of Price Consciousness, Brand Image And Celebrity Endorsement Toward Women's Purchase Intention On The Whitening Skincare Group : Indonesian Gen-Y Females

This study examines the influence of price consciousness, brand image, and celebrity endorsement on purchase intention among women in the whitening skincare segment, focusing on Generation Y women in Indonesia. In the rapidly growing beauty market, particularly in the whitening skincare category, understanding consumer behavior is crucial. The factors of price consciousness, brand image, and celebrity endorsement have become prominent in shaping consumer preferences, especially among Generation Y women. The research aims to explore the relationships between these factors and the purchase intentions of Generation Y women towards whitening skincare products. By delving into the impact of price awareness, brand perception, and celebrity endorsements on purchase decisions, the study seeks to provide valuable insights for the beauty industry. The findings are expected to assist in crafting more effective marketing strategies aligned with the preferences and needs of the Generation Y female consumer market in Indonesia.

Analisis Pengaruh Brand Image, Perceived Quality, dan Resale Value Terhadap Kepuasan Serta Loyalitas Konsumen Produk Otomotif China dan Jepang di Indonesia

The purpose of this study is to analyze the factors that cause consumer satisfaction and loyalty to Japanese brands in Indonesia to be very high, thus causing the dominance of sales explained before. In addition, this study also analyzes the factors that cause sales of Chinese brand cars to lag behind Japanese brand cars, how to take the right steps to increase satisfaction and loyalty to Chinese brand consumers in Indonesia, and to compare the level of brand image, perceived quality, resale value, consumer satisfaction, and consumer loyalty between both of them. The population used in this study are Indonesian people who have private four-wheeled vehicles with brands originating from Japan or China. The number of respondents in this study amounted to 240, with the data collection method done through a questionnaire. The analysis in this study was carried out using the SPSS analysis tool. The results of the study indicate the fact that the factors that influence the dominance of Japanese brand sales in Indonesia for many years are the perception of product quality and consumer satisfaction. In addition, the factors that cause the Chinese car products to be less attractive in Indonesia than Japanese cars come from its brand image and consumer satisfaction. After testing the hypothesis, it can be concluded that to increase consumer satisfaction of Chinese brand cars in Indonesia is to focus on marketing strategies to improve brand image and perception of product quality, while increasing consumer loyalty can be done by implementing marketing strategies that focus on increasing product resale value and customer satisfaction. Finally, the results of the independent-t-test state that there are significant differences between brand image, perceived quality, customer satisfaction, and consumer loyalty between Chinese and Japanese brand cars in Indonesia.

The Effectiveness on Nike’s “Dream Crazy” Campaign

The investigation looked into the market-changing consequences of Nike's "Dream Crazy" campaign, which was launched to commemorate the 30th anniversary of the classic "Just Do It" campaign. According to the findings of the study, celebrity endorsements were important in motivating and resonating with customers, boosting and contributing to brand trust, and facilitating purchasing intentions. The fundamental theme of overcoming hardship and striving for excellence, as personified and reflected by a varied set of inspirational and motivating athletes, strongly linked and resonated with consumers intellectually, reinforcing brand values to an unprecedented level. Furthermore, Nike's emphasis on diversity and inclusivity strengthened its brand image as one that respects and promotes racial, ethnic, gender, and cultural differences, generating a sense of belonging among customers from diverse backgrounds. The adoption of the brand's distinctive, original, yet engaging brand values, demonstrating the company's resilience in the face of criticism and adversity, strengthened the relationship between Nike, its endorsers, and consumers, expanding the bond previously created between it and target customers. Overall, the "Dream Crazy" campaign has resulted in a stunning and revolutionary increase in brand value, stock prices, media exposure, and internet sales for Nike. The study shed light on the remarkable, outstanding, and shocking effectiveness of twenty-first-century marketing strategies and their current influence on brand perception, as well as customers' buying attitudes, intentions, and behaviors.

The Effectiveness of Advertising Strategies on Amazon

Advertising has long been recognized as a prominent strategy for enhancing sales and bolstering the reputation of a business. Numerous studies have consistently demonstrated its efficacy in achieving these objectives. In recent years, Amazon, a prominent international technology corporation, has exhibited a consistent upward trend in its advertising expenditures, concurrently intensifying the frequency of its advertising efforts. The brand's worth, conversely, has also seen a positive growth trend. The primary objective of this study is to examine the underlying factors driving Amazon's heightened emphasis on advertising and to investigate the potential correlation between the augmented advertising frequency and the resultant change in brand value. Previous studies have indicated that augmenting the frequency of advertising not only yields favorable outcomes in terms of brand recognition and brand perception but also influences customers' attitudes toward the brand in a positive manner. These three variables collectively contribute to an increase in sales, resulting in elevated brand value.

Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example

This essay explores the resurgence of nostalgia and retro waves in modern marketing and their viral impact on contemporary brand strategy. Nostalgia has gained immense importance as both an emotion and a marketing tool. This study chose to investigate this topic due to its growing relevance in shaping consumer behavior and brand perception, seeking to understand how nostalgia can enhance brand engagement and consumer loyalty. Through two case studies, this study examines the real-world application of nostalgia marketing. The first case study analyzes the retro wave created by the popular TV series “Stranger Things” and how it skillfully employed elements from the STEPPS model (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to achieve successful viral marketing. The second case explores KFC China’s “Back to 1987 Prices” campaign, demonstrating how nostalgia can be leveraged on the product side to drive consumer engagement and brand affinity. The analysis dissects the strategies used in each case study, revealing the effectiveness of nostalgia in achieving viral marketing. In conclusion, this study underscores the profound significance of nostalgia marketing in contemporary brand strategies. By examining two distinct Möbius strip frameworks—Product-Based Nostalgic Marketing Möbius Strip and Media-Based Nostalgic Marketing Möbius Strip, this study unveils the enduring appeal of nostalgia in evoking consumer emotions and creating contagious marketing phenomena. Brands should grasp consumers’ emotional ties to the past to increase brand visibility, foster community, and drive long-term business growth in products and media, effectively triggering and riding the retro wave.

Digital Echoes: Social Media’s Resonance in Brand Marketing

The paper will dive into the profound influence of social media platforms on brand marketing, casting light on crucial factors that shape contemporary consumer behavior. Recognizing the pervasiveness of social media platforms such as Weibo, Douyin, and Facebook, the research responds to the growing significance of these platforms in a variety of societal spheres. This topic was chosen due to the inextricable integration of social media into people’s lives, which influences academia, professions, and personal spheres. The research highlights the transformative potential of social media in brand marketing by conducting a comprehensive literature review. In the domain of brand perceptions, the research reveals a knowledge gap regarding the challenges posed by negative comments and crisis communication. Utilizing comparative analysis and case studies, the research shows that effective social media strategies increase consumer engagement, trust, and loyalty. Platforms such as TikTok and Instagram provide dynamic environments in which customized content and influencer collaborations can be strategically utilized. The study concludes by highlighting the significant marketing sector implications of this research. It emphasizes the significance of establishing genuine connections, customizing content, and overcoming obstacles to maximize the potential of social media platforms. In a competitive environment, brands can use these insights to plot a successful course.

Analysis Of Nike Brand Operation and Marketing Strategy in Different Business Periods Based On 4P Marketing Theory

This article presents a comprehensive overview of Nike's evolution, tracing its origins in the 1960s to the contemporary marketing challenges it faces. It delves into Nike's formative years, characterized by the successful introduction of groundbreaking sneakers and the formulation of distinct marketing tactics. The article underscores Nike's foray into the running market, emphasizing the promotion of a healthy and active lifestyle. Furthermore, it dissects Nike's pricing strategies and the establishment of retail stores as pivotal distribution channels. Transitioning into the illustrious era spanning 1990 to 2010, this article scrutinizes Nike's pinnacle marketing strategies. These include celebrity endorsements, poignant storytelling, and premium pricing aimed at elevating brand perception and desirability. However, it also candidly addresses Nike's recent challenges, marked by difficulties in sustaining market leadership, stemming from a perceived lack of innovation and intensifying competition from rival brands. This analysis underscores the imperative for Nike to reinvigorate its marketing approach and rekindle its innovative spirit. In conclusion, the article underscores the significance of differentiation as a core strategy for Nike's resurgence. It advocates for embracing the Direct-to-Consumer model, enhancing the online shopping experience, and prioritizing social responsibility to enhance brand image and regain a dominant position in the fiercely competitive sporting goods market.

Branding in the Digital Age: How Influencers Marketing and Authenticity Reshape Brand Perceptions

The digital landscape's evolution has catalyzed the rise of influencer marketing as a potent force, fundamentally reshaping brand perceptions and embarking on a comprehensive exploration of this phenomenon. This paper underscores brands' multifaceted objectives in the influencer marketing field, encompassing efforts to magnify brand visibility, precision-target niche audiences, and bolster sales conversions. The literature review session highlights the increasing pivot from traditional media outlets to dynamic social media platforms, each offering unique advantages and engagement nuances. At the core of this discourse is the indispensable attribute of authenticity, whose role is in establishing trust, credibility, and deeper connections in the influencer space. To illustrate these dynamics in tangible settings, the research ventures into case analyses of brands like Glossier and AG1, capturing the essence of effective influencer collaborations. Conversely, the Snap Spectacles-Luka Sabbat partnership is a cautionary tale, spotlighting the pitfalls when authenticity falters. Ultimately, the paper presents meticulous recommendations tailored for brands and influencers, guiding them towards a refined, impactful influencer marketing trajectory.

A Study on Role of Social Media Marketing in Building Brand Awareness for Peperfry’s Furniture Products, Puducherry

This research delves into the pivotal role of social media marketing in amplifying brand awareness specifically for Pepperfry's range of furniture products. Through a comprehensive analysis of various social media platforms, consumer behavior, and marketing strategies, this study aims to elucidate the nuanced ways in which social media initiatives contribute to enhancing brand visibility and engagement within the furniture industry. By examining Pepperfry's marketing endeavors and their impact on brand perception, this research endeavors to provide valuable insights and strategic recommendations for leveraging social media to augment brand awareness and foster consumer connections in the furniture market landscape.

Digital Influencers and Their Effect on Brand Perception and Loyalty

Digital Influencers and Their Effect on Brand Perception and Loyalty

Ultra-Lightweight Fast Anomaly Detectors for Industrial Applications.

Quality inspection in the pharmaceutical and food industry is crucial to ensure that products are safe for the customers. Among the properties that are controlled in the production process are chemical composition, the content of the active substances, and visual appearance. Although the latter may not influence the product's properties, it lowers customers' confidence in drugs or food and affects brand perception. The visual appearance of the consumer goods is typically inspected during the packaging process using machine vision quality inspection systems. In line with the current trends, the processing of the images is often supported with deep neural networks, which increases the accuracy of detection and classification of faults. Solutions based on AI are best suited to production lines with a limited number of formats or highly repeatable production. In the case where formats differ significantly from each other and are often being changed, a quality inspection system has to enable fast training. In this paper, we present a fast method for image anomaly detection that is used in high-speed production lines. The proposed method meets these requirements: It is easy and fast to train, even on devices with limited computing power. The inference time for each production sample is sufficient for real-time scenarios. Additionally, the ultra-lightweight algorithm can be easily adapted to different products and different market segments. In this work, we present the results of our algorithm on three different real production data gathered from food and pharmaceutical industries.

Analysis Factors Affecting Customer Loyalty of Indihome Provider During The Covid-19 Pandemic In Surakarta

The purpose of this study is to investigate how customers feel about IndiHome's service quality, brand perception, and trust in light of the current Covid-19 outbreak in Surakarta. Participants were people who used the IndiHome service in the Surakarta region. For this study, we employed a sampling strategy that was both statistically and practically effective. In Surakarta, where IndiHome is popular, an online questionnaire was administered to 164 customers. For the quantitative study, we used SPSS version 25's multiple regression function. According to the results, trust plays a significantly lower role in determining customer loyalty than do service quality and brand image. This paper gives scholars and businesspeople in Surakarta insights on the loyalty of IndiHome customers to their service provider.

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

AbstractMany established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions

This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions.