Branding Perspective Research Articles

A Review of Factors Influencing Brand Attachment

In the whole process of consumer purchase decision-making, not only rational factors play a role, but also irrational factors or emotional factors play a very important role, that is, consumers will be driven by their own emotions towards the brand and make a purchase, consumer brand emotion is an important part of the consumer-brand relationship, which has a very important role in brand management, and brand attachment belongs to the special emotion of consumers to the brand, which mainly describes a kind of emotion like mother-child relationship. This paper summarises the influencing factors of brand attachment in recent years, mainly including consumer perspective, brand perspective, and consumer-brand relationship perspective for classification, and puts forward the idea of future research on brand attachment based on this.

‘How do I get hired?’ Early career individuals’ employment strategies during the COVID-19 pandemic

The COVID-19 pandemic severely impacted the employment and career expectations of millions of Americans, including individuals in their early career stage. Instead of the robust labour market that was projected prior to the pandemic, this population faced layoffs, job offers rescinded, unemployment, and underemployment in 2020. Their job hunt strategies amidst the pandemic are an important topic of research inquiry. This qualitative study investigates respondents’ perspectives of online employment sites, social capital, and personal branding via social media as methods to obtain employment information and to get hired. The authors provide practical suggestions to enhance job seekers’ employment searches.

CSR associations and market value: the moderating role of market competition

Purpose This paper aims to study the impact of consumers’ corporate social responsibility (CSR) associations on corporate financial performance and the moderating role of market competition. Design/methodology/approach The panel data set is analyzed using a random effects regression model. The analyzed data is based on the unique RepZ Responsibility scores published by the global research agency Kantar Millward Brown and contains information about consumer CSR associations. Findings This study reveals CSR associations' positive, lagged, direct impact on firms’ market value. Market competition moderates this relationship in the way that a company’s market value benefits more from consumers' CSR associations when facing high rather than low market competition. Practical implications Consumers' CSR perceptions increase the market value of a company. This effect is intensified when brands are exposed to intense competition, which allows conclusions about CSR as a differentiation strategy to be drawn: To stand out in a competitive market, brands should prioritize improving their CSR associations among consumers to differentiate themselves and increase their market value. Originality/value To the best of the authors’ knowledge, this study is the first to test the effect of consumers’ CSR associations on forward-looking financial performance measures. Moreover, by analyzing the moderating effect of market competition on the relationship between CSR associations and firms' market value, this study provides information about the differentiating power of CSR from a brand perspective using a panel-data analysis.

Necro-branding: Elvis Presley as a necro-celebrity

ABSTRACT A myriad of investigations has examined the life and works of Elvis Presley from music, entertainment, and cultural perspectives. There is little doubt about his remarkable longevity and marketability. Yet, surprisingly, there has been little scholarly work attempting to explain the entertainer’s impact on a global scale, specifically from a branding perspective. Drawing from the emerging stream of research on necro-marketing, we introduce the novel concept of ‘necro-branding’ and associated, ‘necro-celebrity’, into the literature. We develop insights into consumer comments of 13,000 Elvis Presley YouTube videos via sentiment and lexical analyses. Key themes emerging from that investigation provide insights into that new concept of necro-branding. In particular, religion, musical talent, American culture, ceremonial and ritualistic elements, affect capturing, and mystical aura ‘the eternal’ resulted from our analysis. While these themes relate specifically to Elvis Presley, we argue, they would also be directly applicable to other famous dead celebrities, or as we now coin the term, necro-celebrities. Finally, theory stemming from our analysis presents a framework to explain a fan and other stakeholders (Elvis Presley Enterprises EPE, family, impersonators, festival organisers, Graceland) co-created Elvis brand that may have equal applicability to other necro-celebrities, just with different context.

Twenty Years of Existence of Damar Kurung Gresik: Analysis Of Tajfel&Turner's Identity Theory

Damar Kurung is a Gresik Visual cultural heritage popularised by Masmundari since it was raised by cultural experts and exhibited in national galleries. In 2017, Damar Kurung was officially recognised by the government as an intangible visual culture. This will allow the research to study Damar Kurung further, which is now used as one of Gersik's cultural identities. The research method used is a case study that focuses on journal outputs and social media track records as the primary data and an interview method to confirm the analysis results; the research object is a journal with the theme of Damar Kurung from 2004-2024. The theory used in dissecting the data is the Tajfel and Turner identity theory, studied from the employer branding perspective. This research will find cultural value for psychological, functional, and economic benefits. In addition, it also explains how commodities help to raise their self-esteem. The usefulness of the commodity to the environment. Community acceptance in the damar kurung and the last. Moreover, the evaluation of the group tries to determine and use it as a reference material for other groups, specifically through social comparisons in the form of attribute values or characteristics. This research will improve understanding of how cultural heritage can be preserved and promoted as an important part of regional identity.

Analysis of Music Brand Similarity Levels Using a Visual Computing Approach

Currently, many trademarks have emerged, especially for music equipment products circulating in the community. Especially in Indonesia, musical instrument brands with various models have emerged. The problem occurs when the brand is considered to resemble the original brand, which makes it uncomfortable for musicians. Even though the quality of the tone produced is not assessed from a brand perspective, it is felt by brand owners to be quite a violation of the code of ethics. This has an impact on marketing products that are considered genuine. In this paper, a concept will be proposed in determining whether a trademark is considered authentic in terms of the logo. Use of Visual Computing with SIFT and SURF algorithms. SIFT (Scale-Invariant Feature Transform) and SURF (Speeded-Up Robust Features) are two popular algorithms for feature extraction and matching in image processing. Both are frequently used in computer vision applications such as object detection, image matching, and object recognition. The results of this analysis will be used for musicians who want to buy musical equipment to be able to detect the logo to compare the success of a musical instrument product. The appropriateness of the quality itself will be discussed in a different discussion. The benefits that can be generated will make musicians, especially in Indonesia, more conscientious. The possibility of sorting so that you can like your own product will be very possible.

Selling by contributing: the monetization strategy of individual content providers in the light of human brand

PurposeThe integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers with paid content, such as online courses, Q&As or consultations. Despite the prevalence of ICPs’ content monetization, empirical research has rarely studied its underlying mechanism. This paper examines how the characteristics of free content contributed by ICPs on social media platforms influence their paid content sales, focusing on the perspective of human brand.Design/methodology/approachThe empirical setting is an online knowledge exchange platform, where users are allowed to provide free content (e.g. answers) on the social media platform and launch paid content (e.g. lectures) on the e-commerce platform. A machine learning technique is employed to construct measures for the characteristics of free content, and fixed-effects estimation is presented to confirm which factors have a significant influence on the sales of paid content.FindingsThe empirical results show that the quality, diversity and expertness of free content have a significant positive impact on the sales of the ICP-paid content, with the brand popularity of ICP playing a mediating role.Originality/valueThis study is the first attempt to demystify the relationship between content contribution and ICPs’ content monetization from the perspective of human brand. The findings validate the effectiveness of the “Selling by Contribution” strategy and provide valuable insights for ICPs and social media platforms.

Corporate naming from a branding perspective: an analysis of naming criteria applied to company names

This article analyses the views of branding professionals on the types of brand names for companies. Brand naming is an important part of corporate branding that is hardly addressed from an academic perspective. The few works on naming deal with products or services, but not with companies. Based on personal in-depth interviews and semi-structured questionnaires with renowned and prestigious experts from the professional branding sector, the relevance of common naming criteria for corporate brand names is measured. It is found that certain naming criteria seem to be more appropriate depending on the sector of activity of the company or the family or non-family character of the company. It is also found that their view of naming methods depends on their academic background and the specific professional field of activity in relation to brand management (design, advertising, marketing, linguistics or law, among others).

The Impact of Social Media on Communication and Popularity in the Fashion Industry

Recent years have seen a proliferation of fashion buzzwords on social media platforms and a transformation of the fashion industry, which is closely related to the rapid development of social media. Therefore, this paper will specifically analyze the impact of social media on various aspects of fashion communication and popularity from the perspectives of social media, fashion brands and users. This paper takes two social media platforms, Instagram and RED, as typical cases to analyze the different features of different perspective media platforms and their positive and negative impacts on the fashion industry. Through the analysis of this paper, it is found that social media influences the development of the fashion industry through influencers, new digital technology, and high efficiency and instant characteristics, which not only helps the fashion industry to transform in the context of the new era but also promotes the dissemination of fashion concepts in people's lives. At the same time, however, there are some problems found in the fashion industry that need to be improved with the help of social media, such as the need to strengthen the supervision of the way of cultural dissemination, the need to correctly guide the negative impact on the consumer's concept of consumption, and at the same time, publicize and improve the mode of production of the fashion industry, paying attention to the protection of the environment and the maintenance of sustainable development.

The Mediating Role of Ethical Brand Equity: A Partial Least Squares Structural Equation Modeling in Moroccan Islamic Banking

Most research in marketing ethics focuses on the ethics of the marketing professional or salesperson, while information on the consumer perspective is scarce (Vitell, 2003). According to Laczniack and Murphy, only 5% of research in the marketing ethics literature focuses on the consumer context. As the main actors in commercial transactions, consumers are increasingly crucial to companies, requiring a thorough understanding of their opinions on brand marketing ethics (Al-khatib, 2005). Clearly, ethical business practices influence consumer behavior, prompting brands to gear their practices more towards morality, as buyer behavior, in turn, impacts these companies' bottom lines (Fan, 2005). An ethical brand is one that strives to do no harm to the public good, acting with integrity, honesty, responsibility, acceptability and respect (Fan, 2005). Islamic banking is often interpreted as a solution to the moral crises inherent in the conventional, debt-ridden financing models promoted by Western financial institutions. It represents an alternative financial system in line with Islamic principles, offering an interest-free approach that promotes justice and fosters social cohesion (Abdul Hassan, 2008). Several studies have attempted to examine branding from the spiritual perspective of the Islamic brand (El Amir and Burt, 2010) in order to assess the impact of beliefs on corporate branding (Maula et al.,2016). In Islamic banking, beliefs and a sense of connection with the creator represent an important spiritual attribute in the customer's relationship with the brand (Abratt and Kleyn, 2012). In this article, we study the contribution of perceived brand ethics to the development of brand trust in Moroccan Islamic banking using the structural equation modeling partial least squares (PLS) method.

Changes in Tablet Color Due to Light Irradiation: Photodegradation of the Coating Polymer, Hypromellose, by Titanium Dioxide.

The color of the tablets and capsules produced by pharmaceutical companies is important from the perspectives of product branding and counterfeiting. According to some studies, light can change tablet color during storage. In this study, tablets comprising amlodipine besylate (AB), a well-known light-sensitive drug, were coated with commonly used coating materials and exposed to light. Compared to the tablets that were not exposed to light, the color of those exposed to light changed over time. In fact, a faster and more pronounced color change was observed in the tablets exposed to light; however, the amount of AB did not decrease significantly in these tablets. The coating materials and their amounts were varied to clarify the materials involved in the color change. Based on the results, titanium dioxide and hypromellose may be involved in the color change process. As titanium dioxide is a photocatalyst, it may induce or promote chemical changes in hypromellose upon light irradiation. Overall, care should be exercised during selection of the coating polymer because titanium dioxide may promote photodegradation of the coatings while protecting the tablet's active ingredient from light.

Environmental and Social Sustainability: A Consumer Cultural Identity Perspective in the Global-Local Marketplace

With the 2023 The Sustainable Development Goals Report confirming that the world is far from reaching the established sustainability goals for 2030, we focus this commentary on environmental and social sustainability from the perspective of consumer cultural identity and branding within a global-local marketplace. Our attention is on the firm (multinational and local) and its brand (global or local) as a viable business entity with economic sustainability, that is also engaged with environmental sustainability and social sustainability. We offer substantive questions to guide research around the complexities of corporate sustainability, global and local company/brand actions, and consumer cultural identity.

Research on Yellow Rice Wine Cultural Experience Design Strategy from the Perspective of Brand

Research on Yellow Rice Wine Cultural Experience Design Strategy from the Perspective of Brand

Strategies For Presenting And Marketing Islamic Branded Products To Non-Muslim Consumers

Buying behavior of consumers and decision-making process and criteria of Muslim and non-Muslim consumers are fundamental in spreading the brand of Islamic ethical marketing. Many factors including environment, globalization, purchasing power, consumer population, religious and ethical considerations are essential in increasing the worldwide acceptance of Islamic marketing to all races regardless of religious belief. Hence, the paper attempts to identify the appropriate strategies for presenting these Islamic brands and logos to non-Muslim consumers across the global- space. The paper shall provide insight into how Islamic distribution strategies are displayed to every consumer regardless of their faith or cultural practices. The paper likewise builds upon previous scholarly efforts and research outcomes focusing on management approaches and business strategies suitable for increasing the chances of accepting Islamic brands and logos in Muslim and non-Muslim countries. Previous studies helped in understanding the concepts, current business practices, managerial and theoretical perspectives of Islamic branding. The findings indicate that the usage of Islamic brands played a mediating role in strengthening Islamic branded products across non-Muslim countries. Islamic brand was found to create positive impressions about Islam for non-Muslim consumers. It was also discovered that Islamic brands uniquely secured consumers and customers for Islamic products more than non-Islamic products. The study recommends that Islamic marketing designers should build a monitoring logistic to track the level of Islamic product acceptance across the Muslim and non-Muslim world.

The impact of the Covid-19 pandemic on the management of private railway companies in Japan: Profitability and business model analyses

The prolonged Covid-19 pandemic and resultant sporadic lockdowns have led to a decline in demand for travel, causing the number of railway passengers to decline. In Japan, the railways are run by private operators, whose businesses and earnings have been severely affected. In this study, based on Japanese listed railway companies’ investor relations information, we analyze how the Covid-19 pandemic influenced a decline in their revenues and changes in their profit structures. In addition, we conducted a text analysis of the differences in management strategies between loss-making and profitable companies and explored the management strategies that characterize profitable companies. The results suggest that to achieve a profit structure that remains sustainable post-pandemic, private railway companies need to strengthen the non-transportation business segment because it generates enough revenues to compensate for the loss-making segments. Further, they should review their management strategy from the perspective of the corporate brand, organization, finance, and business segments beyond existing ideas. The theoretical contribution of this study proposes that managers of railway operators or public sector policymakers can assess the impact of a severe impact on the demand for railway services, such as the Covid-19 pandemic. And it enables quantitative analysis, such as examining business portfolios to avoid risk and estimating future railway passenger forecasts. The results of this study provide suggestions for management strategies for corporate groups centered on railways to sustain and develop stable railway operations in the event of a significant decline in demand for railways such as a pandemic, disaster, dispute, and so on. And it can be used for subsidies and other support from the public sector to railway operators as well as private railway companies, and for policy making.

COVID-19 vaccine hesitation and brand choice uncertainty

PurposeThis study aims to examine individual behaviours regarding coronavirus disease-2019 vaccine brands.Design/methodology/approachFirstly, qualitative research identified the reasons for vaccine hesitancy in relation to specific brands using data gathered from 36 semi-structured interviews and processed with Leximancer software. Secondly, a new conceptual model was developed with data from 917 questionnaires and analysed using partial least squares-structural equation modelling. The model integrates health treatment effectiveness, vaccines’ immediate health benefits and individuals’ hope as antecedents of perceived vaccine brand reliability and company reputation and their relationships with choice uncertainty.FindingsThe results reveal that vaccine hesitancy can be linked with individual, group and contextual and vaccine brand influences and that brand reliability and company reputation antecedents have variable but statistically significant effects on choice uncertainty.Practical implicationsThis research’s contribution lies in its analyses of vaccine acceptance and uncertainty from a vaccine brand perspective. The results can guide brand management policies implemented by public and private organisations.Originality/valueThis study contributes to academic literature by filling in two gaps. The first was that no prior studies have directly addressed vaccine brands’ impact, whereas the second gap was the need for brand management policies that public (e.g. governments and public health agencies) and private organisations (e.g. pharmaceutical laboratories) can apply.

An integrative model for online community citizenship behavior of luxury fashion brands on Instagram

PurposeThis study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.Design/methodology/approachThis study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.FindingsAll except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.Originality/valueSIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.

Modeling Multi-Generation Product Diffusion in the Context of Dual-Brand Competition and Sustainable Improvement

The diffusion of competition under the coexistence of multi-generation products has become one of the important challenges faced by enterprises in their daily and sustainable operations. At the same time, the competition between different brands has intensified the difficulty and complexity of decision making in the process of multi-generation product operations. Therefore, based on the Norton–Bass model diffusion process, this paper introduces two marketing variables: dynamic price and quality level. Then, this paper builds a multi-generation product diffusion model under dual-brand competition and analyzes the impact of the company’s revenue on launch time to market, pricing, quality, and technical levels. By using the system dynamics (SD) method (from the perspective of strong brand and weak brand enterprises), the competition diffusion model is built and simulated. The simulation indicates the following: (i) When enterprises have the same brand competitiveness, reducing the pricing level cannot obtain more revenue and instead diminishes the overall revenue of the industry. Raising the pricing level can obtain more revenue and also improve the revenue of competitors. (ii) When the competitive strengths of enterprises are different, strong brands tend to maintain stable pricing on the basis of improving the quality level (or slightly raising the price). Weak brands tend to raise the pricing of new products significantly on the basis of improving the quality level. (iii) The launch-time-to-market decision of new products is influenced by the degree of the product quality upgrade. Therefore, the frequency of releasing new products should trade off against the degree of technological upgrading of the product quality. This research provides a theoretical basis and new insights for new product launches and operation decisions of enterprises.

Rooting for the green: consumers and brand love

PurposeThis study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism.Design/methodology/approachData were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model.FindingsThe study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers.Practical implicationsTo promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits.Originality/valueAlthough previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.

Çok Uluslu Marka Reklamlarının Küyerelleşme Bağlamında Göstergebilimsel Analizi

With globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to “think globally and act locally” and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.