Brand Perception Research Articles

You Are So Much Like Me—You Just Have to Tell the Truth: Impact of User-Influencer Similarity on Parasocial Interactions in the Perception of Diversity Washing in Advertising

Companies seek to demonstrate their commitment to social issues such as cultural diversity through their advertising. When a company engages in advertising that suggests a corporate commitment to cultural diversity but does not actually implement it, this is known as diversity washing. We investigate when individuals perceive this type of woke washing in a social media influencer (SMI) context and what role user-influencer similarity and parasocial interactions (PSIs) play. Our results show that, in agreement with the literature, vague claims compared to concrete claims increase the perception of diversity washing, which negatively affects brand perception and purchase intention. We were able to confirm that users’ perceived similarity to the SMI can predict PSIs. Contrary to our expectation, stronger PSI with the SMI lead to a stronger perception of diversity washing in a vague claim.

Understanding The Impact Of Gestures To Mitigate The Negative Impact Of Service Failure

This research paper delves into the significant role that gestures play in the context of service recovery tactics, exploring how they affect brand perception, customer happiness, and loyalty development. This study embarks on a journey to uncover their profound influence on forming customer perceptions after instances of service failure by engaging in a thorough exploration of a variety of gestures, including polite interactions, compassionate responses, active listening, and efficient service delivery. The study carefully examines the nuanced ways that various gestures affect emotional regulation, drive customer satisfaction levels, affect retention rates, direct online suggestions, and word-of-mouth referrals by using a meticulously designed approach. Customer satisfaction plays a crucial part in the inquiry which is considered as a key element that shapes repurchase intentions as well as loyalty. The study reveals particular behaviours through an empirical analysis that directly increase customer satisfaction, such as politeness and nice interactions, demonstrating their significant ability to improve the entire service recovery experience. Parallel to this, the research reveals deeper implications, showing how actions like empathy and engaged listening may develop good impressions through other channels even when they don't directly affect consumer satisfaction. This study provides organizations with practical knowledge to modify the service restoration paradigms by illuminating the nuanced subtleties of gesture dynamics in service recovery. Utilizing the consequences of this research, businesses may respond to service lapses with precision, tailoring their actions to the requirements of their customers. This comprehensive understanding equips companies to plan memorable client encounters, build long-lasting bonds, and solidify their positions in a cutthroat industry.

One independent or many independent? The relationship among self-construal, number of brand endorsers, and brand attitudes.

It was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers' quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand. Drawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds. Consumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal. This research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies.

THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR: TRENDS, CHALLENGES, AND OPPORTUNITIES

Social media has fundamentally transformed the landscape of consumer behavior, influencing the way consumers interact with brands, make purchasing decisions, and share information. This study explores the multifaceted impact of social media on consumer behavior, highlighting emerging trends, challenges, and opportunities. It examines how platforms like Facebook, Instagram, Twitter, and TikTok have reshaped consumer engagement, loyalty, and brand perception. The study also addresses the challenges that arise from social media’s influence, such as privacy concerns, misinformation, and the overwhelming abundance of choices. Finally, it outlines potential strategies that businesses can adopt to harness the power of social media in driving consumer behavior effectively. Through a comprehensive analysis, this research provides valuable insights for marketers, businesses, and academics seeking to understand the evolving dynamics of consumer behavior in the digital age.

Branding in the context of innovative development and sustainable marketing

The article focuses on the aspects of branding in the context of the influence of modern trends in innovation processes and sustainable development goals. The modern transformations of innovation processes under the influence of "closed" (traditional approach) and "open" (new approach) strategies for generating new products and the corresponding process of their branding are studied. The author pays attention to environmental branding as a new and effective method of market positioning through the positioning of the environmental properties of a product, which reduces (softens) the negative impact of production and operation on the environment by promoting products that meet environmental standards. It is established that modern approaches to branding require a comprehensive approach to brand formation as a mental construct and as a social "contract". Today, the effect of marketing brain print ("brain print") is gaining more and more recognition, which requires a focus on branding strategies on the profound sociological, psychological, and cultural impact on the consumer. It has been established that its implementation today is successfully realized thanks to artificial intelligence. Also, its popularization is noted in sustainable marketing approaches, especially as a driving force of modern culture in terms of brand involvement in the target audience of supporters of climate and environmental issues of modern economic development. It is established that the task of emphasizing the environmental properties of products and their corresponding competitive positioning is currently solved by a fundamentally new type of branding called "environmental branding" (eco-branding), which is an activity aimed at creating and introducing an environmentally friendly brand to the market with the help of marketing tools, managing the technology of promotion and advertising support of the brand with an emphasis on the environmental qualities of the product, the basis of which is the formation of a favorable image of the advertised product among consumers. Therefore, the paper describes the aspects of branding related to the process of generating open innovations as the circulation of targeted knowledge flows in the internal and external environment of enterprises, which, on the one hand, allows for more effective socialization of the concept of innovative products and, at the same time, a priori increases the potential level of positive brand perception. At the same time, it is shown (proved) that the increase in the efficiency of economic processes under the influence of consumer activation by such branding is explained by the interaction of triangulation of three determinants: innovation, environmental friendliness, and socialization. It is concluded that a modern innovative environmental brand in the above-mentioned modern conditions is also a conductor of sustainable innovations since, firstly, it popularizes the principles of creating sustainable products through the power of the brand; secondly, the brand ensures that the diffusion and perception of sustainable innovations by consumers is enhanced; thirdly, it ensures the strategic development of the enterprise's mission in new iterations of the future economy and consolidates the company's image as a leading and responsible company. Keywords: innovative development, sustainable marketing, brand, branding, marketing brainprint, brand management

Enhancing Sustainable Consumer Behavior through Eco-Friendly Packaging Innovations: A Case Study of Dairy industry

They may stay relevant in the experience economy, changing marketing landscape, and evolving psychological demands of consumers by providing a great user experience. To improve product values and build trust in brands, this study looks at how user experience affects product brand image, brand trust, and brand loyalty. Through case study research, we determined which brands were most popular with consumers. Then, we used that information to do positioning studies on variables like brand color, image, packaging design, etc. The research used a made-up user experience model to examine the effects of brand loyalty and surveyed 357 consumers. We used Structural Equation Modelling (SEM) to check the relational model of how user experience affects customers. Sensory, emotional, behavioral, and cognitive experiences all have a role in shaping consumers' perceptions of brands; these perceptions, in turn, seem to affect consumers' trust in those brands, and the interplay between these two variables is shown to influence consumers' loyalty to those brands significantly. Product package design, brand loyalty theory, and the ever-changing consumer products industry can all benefit from incorporating user experience into their respective fields. Marketers can glean valuable strategies from the study's findings to increase product market competitiveness and customer brand stickiness.

Role of Consumer Satisfaction as a Mediating of Effect Halal Labels, Brand Image, and Price on Purchasing Decisions

Consumers make judgments about what to buy by looking for, offering, assessing, and spending money on goods and services that they believe will meet their requirements. Purchasing decisions are to buy the brand they like from various available alternatives. Currently, business competition is very tight, especially in companies that produce products. Price perception is very important. The purpose of this study is to determine how price, brand perception, and halal labelling affect consumers' decisions to buy. consumer satisfaction as a mediating factor of Wardah cosmetic products. Research is designed as explanatory research. The study population was people who wore and had used cosmetics from Wardah, with 100 responders serving as the sample. The Partial Least Squared Structural Equation Modeling Method was used to gather data. The findings demonstrated that factors that mediated consumer pleasure in purchasing decisions were not halal labeling, brand image, or price. Purchase decisions are positively and significantly impacted by consumer satisfaction. Purchaser satisfaction can be a mediator that influences pricing for purchasing decisions, but kosher labels and brand image are not significant. Managerial implications of marketing and branding strategies such as halal label management, brand image development, and pricing strategies such as competitive pricing.

Differential Analysis of Luxury Brand Extension Strategies in Different Cultural Contexts

With the acceleration of globalization and the increasingly fierce competition in the market, luxury brands are facing many challenges in the process of seeking sustainable growth. As an important strategic tool, brand extension strategy is of great significance to the growth and development of luxury brands. Nevertheless, there are differences in consumers' perception and acceptance of luxury brands under different cultural backgrounds, which makes it necessary for luxury brands to consider the influence of cultural factors when implementing extension strategies. This paper emphasizes the importance of cultural sensitivity in luxury brand extension strategies. Firstly, this paper explains the definition and importance of luxury brand extension strategies, and through comparing the cases of luxury brand extension strategies in different cultural contexts, the paper provides references for luxury brands to formulate extension strategies that are more in line with their target markets, so as to enhance their brand value and market competitiveness.

Sustainable Marketing Initiatives and Consumer Perception of Fast Fashion Brands

The fast fashion industry has been criticized for negatively impacting the economy, environment, and social justice. Consequently, many brands adopt sustainable marketing practices to promote eco-friendly manufacturing and encourage sustainable purchase behaviour. To explore this trend, a cross-sectional survey was conducted among fashion brand consumers using a quantitative research design. The survey data was analyzed using variance-based partial least squares-structural equation modelling (PLS-SEM). The results showed that sustainable marketing practices can be supported by creating a positive brand image and building trust. Such practices can positively influence consumers' perception of sustainability and promote brand loyalty, which can lead to sustainable purchasing behaviour. The study provides valuable insights into sustainable marketing strategies that fashion brands can adopt to promote sustainable practices and policies in local markets.

Adbusting: How advertising altered by activists affects brands

AbstractA subversive phenomenon is challenging advertisers and brand managers: adbusting, a form of activism that alters existing brand communication (e.g., a billboard ad) to promote social/political issues (e.g., pro‐environmental behavior) or denounces the targeted brand (e.g., its labor standards). We conceptualize the effect of adbusting on consumers and provide empirical evidence that adbusting has ambiguous effects on consumers' brand perception. On the one hand, the incongruency of the message with consumers' existing brand schemata raises ad awareness. On the other hand, the effect of an adbust on subsequent cognitive and behavioral outcomes depends on the content of the adbust: if the brand itself is targeted (vs. a social or political issue), brand perception, word‐of‐mouth, and purchase intention are negatively affected. This negative effect is mitigated if the adbust targets a social/political issue. In a mixed‐method design, we use a panel of real‐world adbusts (Pilot Study) and four experimental studies (Studies 1–4) to shed light on these effects.

The Effectiveness of Influencer Marketing in Promoting Sustainable Lifestyles and Consumer Behaviours

Influencer marketing is a kind of marketing across social media platforms involving endorsements, recommendations, support, and product placement from influencers. Influencers are usually people online that have a large following on social media and use this identity to influence the opinions and behaviours of their audience. Influencer marketing is a powerful tool to reach the people in this generation, and that can also be used to promote sustainable lifestyles and consumer behaviour. Influencers have the potential and effectiveness to alter consumer mindsets. When influencers promote sustainable products and practices, they can reach a large audience and positively impact the environment. Although the effectiveness of influencer marketing depends on some factors including the credibility and trustworthiness of the influencer, the content of the message given by them, and the target audience, the impact nevertheless is huge. This study uses a survey questionnaire to gather data on 200 consumers in India. The primary responses were collected all over India using a structured questionnaire consisting of questions to understand consumer behaviour, sustainability, and the role of an influencer marketer. It examines influencer marketing exposure, purchase behaviour, and brand perception. The review of literature for this topic focuses on the impact of influencer marketing on sustainable lifestyles and consumer behaviour between 2000-2023. There are certain challenges and ethical implications concerning influencer marketing that are explored in the paper, along with people's responses and acceptability towards a sustainable lifestyle. The empirical study also focused on the effectiveness of influencer marketing in promoting sustainable lifestyles and consumer behaviours. Influencer marketing can be a valuable tool for promoting sustainable lifestyles and consumer behaviour in this generation. Incorporating influencer marketing as a tool has two faces and it is essential to understand both aspects.

Does Employer Branding Shake Application Intentions of Potential Employees?

Companies are actively engaged in the pursuit of acquiring highly skilled candidates, referred to as the ‘war for talent’ leveraging their reputations to attract such individuals ( Schaarschmidt et al., 2021 ). However, the extent to which these efforts have yielded positive outcomes remains a matter of inquiry. This study aims to determine the degree to which applicants’ intentions to apply for job positions within an organization are affected by their perception of the employer brand. Specifically, the objective is to identify the most significant component that affects candidates’ Intention to Apply. This study empirically assesses employer branding and Application Intentions among potential employees. Data were collected from a sample of 210 MBA students who graduated from one of India’s top business schools. The collected data were analysed using PLS-SEM software. The findings reveal that an organization’s employer brand significantly influences potential employees’ Intention to Apply. Furthermore, the components of the employer brand, namely, Job Role (tasks), Compensation and Benefits, Organizational Culture, and Job Security, International Assignments emerged as the influential factors driving candidates’ Intention to Apply. It is worth noting that studies of this nature among MBA graduates from business schools are scarce. The insights gained from this study can assist managers in formulating action plans to enhance an organization’s image as a desirable employer.

Online shopping consumer perception analysis and future network security service technology using logistic regression model.

In order to understand consumer perception, reduce risks in online shopping, and maintain online security, this study employs data envelopment analysis (DEA) to confirm the relationship between evaluation and stimuli. It establishes a model of stimuli-organism response and uses regression analysis to explore the relationships among negative online shopping evaluations, consumer perception of risk, and consumer behavior. This study employs attribution theory to analyze the impact of evaluations on consumer behavior and assesses the role of perceived risk as a mediator. The independent variable is negative comments, the dependent variable is consumer behavior, and logistic regression is used to empirically analyze the factors influencing online shopping security. The results indicate a positive correlation between the number of negative comments and consumers' delayed purchase behavior, with a correlation coefficient of 41%. The intensity of negative comments significantly impacts consumers' refusal to make a purchase, with a correlation coefficient of 38%. The length of negative comments substantially influences consumers' opposition to purchasing, also with a correlation coefficient of 38%. There is a close relationship between perceived risk and consumers' delayed shopping behavior and the number of negative comments, with 41% and 4% correlation coefficients, respectively. Perceived risk has a relatively smaller impact on consumers' opposition to purchase behavior, with a correlation coefficient of 27%. The length, intensity, and number of negative comments are correlated with consumers' opposition, refusal, and delayed consumption, negatively affecting consumer intent. Additionally, negative comments are related to perceived risk and consumer behavior. Perceived risk causally influences consumer behavior, while the convenience of shopping has a relatively minor impact on online shopping security. Factors like delivery speed, buyer reviews, brand, price, and consumer perception are significantly related to online shopping security. Consumer perception has the most significant impact on online shopping security, balancing secure and fast consumption under the guarantee of user experience. Strengthening consumer perception enhances consumers' ability to process risk information, helping them better identify risks and avoid using hazardous network software, tools, or technologies, thereby reducing potential online security risks.

THE EFFECT OF BRAND EQUITY ON SMARTPHONE PURCHASE INTENTION

The purpose of this study was to investigate how brand equity factors affected consumer's intentions to acquire smartphones in Bengaluru. The study employed a descriptive and causal research design. Data was gathered by the questionnaires. The models used helped to measure the impact of brand equity factors on smartphone purchase intentions. The Bengaluru smartphone industry is a dynamic one that is developing quickly. The Bengaluru smartphone market potential is determined by five elements, as per the survey. The goal of the research project was to identify opportunities for smartphone marketers in Bengaluru. The city serves as a regional hub for many businesses and connects all four provinces of India This study aims to explore the variables influencing consumers' intentions to acquire mobile phones in Bengaluru. A basic random sample technique was used to select consumers to meet the study's objectives. In addition to gathering primary data, four crucial variables—brand perception, brand preference, brand loyalty, and brand image were chosen, and their relationships to purchase intention were examined using correlation and multiple regression analysis. According to the study, to balance the opportunity, mobile phone retailers should take all the above factors into account. Keywords: Purchase Intention, Brand Equity, SEM

FACTORS INFLUENCING BRAND AWARNESS AND BRAND IMAGE ON SOCIAL MEDIA PLATFORM

The many facets of what influences the growth of brand awareness and brand image on social media platforms are examined in this study. Social media has emerged as a crucial platform for customer engagement and brand promotion in today's digital world. For marketers looking to build and maintain a strong online presence, it is imperative that they comprehend the intricacies of brand perception in this setting. Based on an extensive analysis of existing literature and practical investigations, this abstract identifies the primary determinants of brand recognition and image on social media. Elements such as brand attributes, pricing strategy, EWOM & Promotional activities creates Brand Awareness & Being Reliable in proving products and services , brands reputation result into Brand Image on social Media. Key words: Brand Awareness, Brand Image, Social Media Platforms, Target Audience, Online Presence

Unlocking iPhone Brand Loyalty and Extension Insights

This quantitative research investigates the influence of brand attitude, brand affect, and brand characteristic on consumer brand extension attitude, with brand loyalty as an intervening variable, specifically focusing on iPhone smartphones in Indonesia. Using Structural Equation Modeling-Partial Least Square (SEM-PLS), data from 400 iPhone users were analyzed. The study aims to bridge the gap in understanding consumer behavior towards smartphone products, particularly iPhones, in the Indonesian market. Findings indicate significant effects of brand attitude, brand affect, and brand characteristic on both consumer brand extension and brand loyalty. Furthermore, brand loyalty was found to mediate the relationship between these factors and consumer brand extension attitude. The study suggests that companies should innovate and maintain product characteristics to stay relevant in consumers' minds, enhancing brand loyalty and consumer brand extension attitude, thus impacting marketing strategies and product development. Hightligh: iPhone Brand Perception Study: Analyzed factors affecting loyalty and brand extension attitude, Used SEM-PLS for data analysis. Consumer Behavior Insights: Explored iPhone brand perception in Indonesian market, Identified significant impacts on loyalty and extension attitude. Brand Management Implications: Emphasized innovation and differentiation, Insights for marketing strategies and product development. Keywords: Brand Attitude, Brand Affect, Brand Characteristic, Consumer Brand Extension, Brand Loyalty

Influencer Marketing Strategies And The Use Of Ai Technology In Enhancing Brand Awareness: A Case Study In The Fashion Industry

This article explores the intricate dynamics of the fashion industry, focusing on PT. SRB Depot Tj. Pura. The study investigates the direct and indirect effects of Influencer Marketing and AI Technology on the Fashion Industry and Enhancing Brand. Through a comprehensive path analysis, the research reveals that Influencer Marketing significantly influences both the Fashion Industry and Brand Enhancement, both directly and indirectly through the Fashion Industry. These findings underscore the influential role of influencer-driven strategies in shaping consumer perceptions and fostering positive brand associations. However, the analysis does not provide statistically significant evidence for the direct or indirect impact of AI Technology on the Fashion Industry or Brand Enhancement within the observed context. The results emphasize the nuanced nature of these relationships, highlighting the pivotal role of the Fashion Industry as a mediator in the influence of Influencer Marketing on Brand Enhancement. This research contributes valuable insights for businesses, suggesting that strategic investments in influencer marketing can play a significant role in shaping brand perceptions within the dynamic landscape of the fashion industry.
 Keywords: Marketing Strategies, AI Technology, Enhancing Brand Awareness, Fashion Industry

Blueprints to Benefits: Towards an Index to Measure the Impact of Sustainable Product Development on the Firm’s Bottom Line

This study pioneers the development of the Sustainable Product Impact (SPI) Index, a novel framework designed to bridge the gap in existing sustainability assessment methodologies by focusing specifically on the influence of sustainable product development on a firm’s financial outcomes. For the first time, this research draws on the core principles of economics, marketing, and environmental sciences research fields to provide a comprehensive tool that enables businesses to quantify the multifaceted impacts of their sustainability initiatives within a corporate context. The SPI Index is an innovative metric that evaluates various factors, including financial and market performance, operational efficiency, brand perception, regulatory benefits, and long-term strategic advantages. This holistic approach allows for a more nuanced understanding of how sustainable practices influence a company’s bottom line and overall market position. Key findings of this research reveal that integrating sustainable product development into business strategies enhances environmental stewardship and impacts financial performance. The SPI Index has demonstrated its capacity to provide detailed insights into the specific areas of sustainability that most strongly affect profitability, thereby guiding businesses in their strategic planning and decision-making processes. In terms of originality and value, this study contributes to the existing body of knowledge by offering a unique and practical tool for businesses. The SPI Index stands out in its ability to translate sustainability efforts into quantifiable financial metrics, promoting a more integrated and balanced approach to corporate sustainability and profitability. Hence, this research plays a crucial role in guiding companies toward responsible corporate citizenship while focusing on economic viability in the modern business landscape.

Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands

PurposeConsumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.Design/methodology/approachThe authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.FindingsThe model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Optimizing Social Media as a Global Marketing Tool: Qualitative Analysis of Different Approaches in Enhancing the Image and Sales of Exported Products

Research Aims: This research aims to explore the role of social media in global marketing, particularly in shaping brand image and increasing sales of exported products. It seeks to analyze how social media platforms are utilized to capture global market shares, foster sustained relationships with consumers, and develop positive brand perceptions. Additionally, it aims to investigate the intrinsic relationship between brand image and sales volume, focusing on the impact of a positive image on consumer interest and exported product sales. Design/Methodology/Approach: Utilizing a descriptive qualitative approach, this study delves into consumers' preferences, behaviors, and perspectives regarding exported products while analyzing factors influencing brand image and sales through social media platforms. The methodology involves a thorough literature review, drawing insights from academic sources and scholarly works related to social media's role in global marketing, exporting products, and brand image enhancement. Research Findings: The research findings emphasize prevalent social media approaches in global marketing, including targeting specific markets, leveraging appropriate platforms, content-centric strategies, and engagement-oriented approaches. Despite notable benefits, around 30% of companies appeared to underutilize these strategies. Furthermore, a clear correlation between effective social media strategies and the positive image of exported products was identified. Successful social media applications, illustrated through case studies, highlighted the significance of internal understanding of target markets, crafting tailored content, and awareness of external factors like social media trends and cultural nuances. conclusion: This study underscores the pivotal role of social media in global marketing strategies, emphasizing the need for companies to adapt and align their approaches with internal and external market dynamics. The findings suggest that harnessing the potential of social media involves a comprehensive understanding of consumer behavior, market trends, and effective content strategies