Positive Brand Image Research Articles

Literature Review: Analysis of the Relationship between Employer Branding, Employee Engagement, and Employee Retention

Employer branding is an essential concept that significantly influences employees' perceptions and experiences within an organization, ultimately affecting employee retention and engagement. This research aims to explore the importance of employer branding by employing a Systematic Literature Review (SLR) methodology, analyzing a diverse range of academic sources from reputable databases, including Scopus, Emerald, and Google Scholar. The inclusion criteria focused on open-access journals published in both English and Indonesian, ensuring a comprehensive understanding of the topic. The findings indicate a strong correlation between effective employer branding and increased employee retention rates. Employees are more likely to remain with organizations that present a positive brand image, showcasing a strong cultural identity and aligning with their values. Furthermore, the study highlights the significance of emotional factors, particularly employee engagement, in influencing retention. Engaged employees tend to be more productive and committed to their work, fostering a sense of belonging and loyalty to the organization. These insights underscore the necessity for companies to invest in employer branding strategies, as a well-defined employer brand not only attracts top talent but also retains valuable employees. By prioritizing employer branding, organizations can enhance workforce stability and overall performance, ultimately leading to a more motivated and dedicated workforce that drives success.

A Comprehensive Review of Evolving Brand Image Strategies: From Universal Appeal to Targeted Resonance in Modern Marketing

In today’s fierce market competition, brand image building has become the object of attention of major corporations, more and more enterprises take brand image building as the key work of marketing, such as Amazon, and Disney. Therefore being fully aware of the model and internal mechanism of brand image sharping in enhancing brand market competitiveness, it can provide an effective reference for enterprises to improve the efficiency of brand image building. This paper is devoted to reviewing the history route of brand image building, and summarizing the typical cases, then summarize the business strategies of several different brands. Finally, we summarize the effective business strategy for brand image building, the first is high-quality products, good quality and cheap products always can attract more customers; the second is precise brand positioning, targeting customers to gain competitive advantages; the third is high-quality corporate culture, good cultural atmosphere can enrich the connotation of enterprises and the external competitiveness, to stand out from the homogenized products; the forth is great ethical image, enterprises though attend public welfare activities and other ways to create a positive brand image, then enhance customer’s loyalty.

Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country.

In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products.

Effectiveness of sustainability communication on stakeholder engagement: A multi‐method qualitative assessment of sustainable development

AbstractThe present era is witnessing a growing importance of sustainability communication. There is a need to understand stakeholders' perspectives regarding sustainability communication by different corporates. Additionally, it is also important to understand the positive (happiness and surprise) and negative (anger, fear, and sadness) aspects that affect the effectiveness of sustainability communication. The present research used a multi‐method multi‐study qualitative approach. In Study 1, the perspectives of 29 mid‐level managers and 16 top‐level senior managers involved in the sustainability domain in their organizations from India were captured via qualitative semi‐structured interviews. In Study 2, sustainability reports of 50 leading companies involved in sustainability activities were analyzed using textual analysis, emotional analysis, and topic modeling. Results indicate that corporate sustainability communications can have varying impacts on the stakeholders. The results of the qualitative analysis showed positive impact of sustainability communications on employee engagement, employee involvement, transformational and inclusive leadership and training and development opportunities. Positive emotions, like happiness or surprise, indicate positive brand image and engagement related to sustainability activities. Negative emotions like fear, anger, and sadness, show stakeholders' concern regarding the environmental damages. Thus, organizations need to target the positive aspects in their sustainability communication for improved results and must avoid the negative aspects while planning to develop effective sustainability communication. Subsequently, the present study contributes to the existing literature by proposing a conceptual framework based on signaling theory and stakeholder theory. This study fills the gap in terms of examining the stakeholders' and end‐users' perspectives regarding sustainability communication, the major emotional aspects that are revealed from the sustainability reports and an overall view on individual's pro‐environmental behavior.

Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

Social Media Marketing, Brand Image, Brand Awareness, Perceived Quality And Purchase Intention In Skincare Product Users

This study aims to examine the influence of social media marketing on brand image, brand awareness, and perceived quality in skincare product users. Research methods using quantitative approach descriptive causality. The sample consisted of 105 respondents who are active skincare users on instagram. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that social media marketing has a significant and positive influence on brand image, brand awareness, and perceived quality, which can increase purchase intention. These findings indicate that an increase in social media marketing can increase consumer purchase intention. Based on the results of this study, it is recommended that skincare companies are advised to continue to optimize social media marketing strategies to build a positive brand image, increase brand awareness, and strengthen perceived quality in order to create consumer desire to buy products.

The Impact of Augmented Reality Tourism on Tourist Experience and Behavior —A Case Study of the Mogao Caves Cultural Heritage

Background and Aim: The Mogao Caves, representing the pinnacle of Chinese cave art evolution, enjoy esteemed historical significance. With backing from the local government's "Belt and Road" initiative and the establishment of the "Dunhuang Cultural Tourism Economic Circle," Mogao Caves tourism is undergoing high-quality development. However, the surge in tourist numbers has compromised the visitor experience, posing challenges to heritage conservation and tourism development balance. To address this, the Dunhuang Academy has integrated AR technology, safeguarded the heritage while enriched visitor experiences. This study aims to understand tourists' experiences and intentions in virtual Mogao Caves exploration, investigating factors influencing AR tourism experiences. By examining AR's impact and proposing management enhancements, this research contributes to Mogao Caves' sustainable development. Materials and Methods: This study utilizes a quantitative approach with two main stages: literature analysis and statistical analysis. Initially, it defines concepts and establishes the conceptual framework of AR technology by reviewing SOR theory, tourist experiences, behavioral intentions, and relevant studies. It then refines the SOR theory's origin, concept, characteristics, and application areas, analyzing variables such as stimulating factors, tourist experiences, and behavioral intentions. Research hypotheses are formulated, and a theoretical model is constructed. Offline questionnaires from 400 Mogao Caves AR tourists were collected, and data were analyzed using PLS-SEM. The study aims to understand the relationship between tourist experiences and behavioral intentions, analyze mediating effects, validate hypotheses, and confirm the structural model, offering reliable statistical support and a scientific basis for the findings. Results: The results indicate that in AR tourism, content quality, system quality, and interaction quality have a positive impact on tourist experiences. AR tourism experiences significantly influence behavioral intentions. Particularly surprising is that the impact of tourism experiences on behavioral intentions exceeds expectations, demonstrating its importance in AR tourism. This finding highlights the potential of AR technology in enhancing tourist experiences and provides new development opportunities for tourism destinations. Conclusion: AR technology holds immense promise for tourism development at the Mogao Caves heritage site. Factors like content, system, and interaction quality significantly enhance tourist experiences and behavioral intentions in AR tourism there. Quality content not only shapes a positive brand image but also opens up commercial and collaborative opportunities. System stability ensures smooth AR experiences, while interactive design boosts engagement and spending. However, the potential negative impacts of AR technology on tourism require further exploration in future research.

The Impact of Digital Marketing and Brand Awareness on Purchasing Decisions with Brand Image as an Intervening Variable at 3-Star Hotels in Makassar

Abstract Background: Research on Digital Marketing, Brand Awareness, and Brand Image is necessary to determine which indicators most effectively influence consumer purchasing decisions. Previous studies have shown varying results, underscoring the importance of revisiting these variables. Differences in indicators for each variable, as well as the specific context of 3-star hotels in Makassar, contribute to the uniqueness of this research. Methodology: The population for this study includes guests staying at 55 3-star hotels in Makassar. The sample size, determined using the Isaac & Michael method, is set at 349 respondents. The research employs a descriptive quantitative approach and statistical data analysis. Data collection is conducted through surveys using questionnaires. Data analysis techniques include path analysis, with stages involving Outer Model Testing, Goodness of Fit Model Testing, and Inner Model Testing using Smart PLS. Findings: Brand Awareness has a positive but insignificant effect on Purchasing Decisions. Digital Marketing has a negative and insignificant effect on Brand Image. Digital Marketing has a negative and insignificant effect on Purchasing Decisions through Brand Image. Conclusion: Brand Awareness can impact purchasing decisions, although the effect is not significant, and Digital Marketing does not significantly affect either purchasing decisions or brand image. Therefore, 3-star hotels should improve their Brand Image and Digital Marketing performance and consider other variables and strategies to build a strong and positive brand image in the eyes of consumers. Keywords: Digital Marketing, Brand Awareness, Brand Image, Purchasing Decisions, Star Hotel

Unveiling Brand Identity A Semiotic Exploration of Logo Design in Pakistani Clothing Brands

In the competitive textile market, each brand employs a unique logo or icon to distinguish itself from competitors. A logo acts as a brand's visual identity, conveying its uniqueness and intended message to consumers. Therefore, creating an effective logo is crucial for designers, as it significantly influences consumer perception. This research uses a semiotic analysis based on Kress and van Leeuwen's (2002) multimodality framework to examine the logos of two leading Pakistani clothing brands, including Khaadi and Junaid Jamshed. The study investigates how these logos impact consumer relationships with the brands, revealing that each logo is designed to communicate the brand's distinct message. Factors such as colour schemes, logos, font, shape, words, and the inclusion of popular personalities in advertisements are essential in shaping consumer perceptions and preferences. The research involved stratified sampling to collect data, ensuring a representative analysis of consumer views. The findings indicate that well-designed logos and strategic branding elements are crucial for a strong brand-consumer connection. These elements significantly affect consumer loyalty and choice, underscoring the importance of effective logo design in building a positive brand image and influencing consumer behaviour.

Impact of Product Quality and Brand Image on Purchase Decision for LGNSHOP Fashion Products

This study aims to examine the impact of product quality and brand image on purchasing decisions of LGNShop fashion products, to uses a quantitative method with a survey involving 120 respondents who have used and purchased LGNShop products. The analysis results indicate that product quality and brand image have a positive and significant impact on purchasing decisions. Product quality is assessed based on high-quality materials, attractive designs, and product durability, while brand image is evaluated through effective marketing campaigns and good customer service. This study concludes that improving product quality and managing a good brand image will positively affect consumer purchasing decisions. The implication of this research is that LGNShop needs to continuously improve product quality and maintain a positive brand image to strengthen consumer trust and loyalty. Keywords: Product Quality, Brand Image, Purchasing Decision, Fashion Products, LGNShop

Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Esteh Indonesia di Kecamatan Kedamean Kabupaten Gresik

The beverage industry is becoming increasingly competitive, making it crucial for businesses to establish a strong brand image and product quality to attract consumers. This study aims to analyze the influence of brand image and product quality on purchase decisions for Esteh Indonesia drinks. A quantitative research method was employed, untilizing non-probability sampling techniques. Data was collected through questionnaires distributed to 50 respondets in Kedamean District, Gresik Regency. Multiple linear regression analyseswas used as the data analysis technique. The findings revealed that brabd image has a positive impact on purchase influence, while product quality does not have a significant positive impact on purchase decisions for Esteh Indonesia drinks. However, the influence of brand images was found to be stronger than that of product quality. These findings suggest that Esteh Indonesia should maintain its brand image and enhance product quality to reinforce consumer purchase decisions. additionally, Esteh Indonesia should cultivate a positive brand image through various marketing strategies to enchance brand appeal among costumers.

The impact of co-branding on consumer purchase intentions in the automotive industry

This study aims to delve into the influence of co-branding on consumer purchase intentions in the automotive industry and the impact of brand image. It seeks to analyze how co-branding is carried out, its characteristics, and how it affects consumers' brand perceptions and purchase decisions, especially exploring consumers' acceptance and willingness to buy co-branded products. A quantitative research methodology is adopted, involving questionnaire design and data collection through an online survey. Multiple analyses, such as frequency, reliability, validity, factor, correlation, and regression analyses, are conducted to examine the data. Co-branding has a positive effect on consumer purchase intention. Brand fit, innovativeness, and product complementarity are crucial factors contributing to the success of co-branding. Brand image has a positive moderating impact, and complementary brand images enhance consumers' purchase intention. The study also reveals that these factors can explain a significant portion of the variance in purchase intention. Automobile brands can enhance their attractiveness and market competitiveness by engaging in co-branding with suitable brands, focusing on brand fit, innovation, and product complementarity. Maintaining and enhancing a positive brand image is of great importance. Additionally, demographic information can help brands target consumers more effectively and design co-branding campaigns that better meet consumers' needs and preferences. These findings offer practical guidance for marketers to utilize co-branding strategies more efficiently and boost brand value.

Beyond a lasting impression: Exploring the impact of brand image on revisit intention, unveiling place attachment as a mediating mechanism

A robust and positive brand image, intertwined with a strong sense of place attachment, creates a symbiotic cycle that fuels customer loyalty and ignites the desire for a return visit. By leveraging a quantitative research approach and employing rigorous statistical methods, three distinct studies were conducted. The first study, primarily exploratory, was aimed at scrutinizing the psychometric attributes of the data collection instrument (n = 304). The ensuing confirmatory study sought to validate the results extracted from the exploratory factor analysis (n = 305). The third study was designed to examine the mediating influence of place attachment in the relation between the city of Lisbon's brand image and the revisit intention (n = 355). The data analysis revealed that brand image directly propels the revisit intention; however, when place attachment is introduced into the model as a mediator, the impact of brand image on revisit intention diminishes. These findings imply that when revisit intentions are evaluated, the significance ascribed to place attachment supersedes that ascribed to brand image.

Study of The Factors That Influence Brand Loyalty Simpati Cards PT. Telkomsel Tbk

Customer loyalty is critical for success in today's saturated mobile telecommunications industry. However, maintaining allegiance remains challenging given technology advancements and intensifying competition. This study examines the determinants of loyalty towards Simpati, the prepaid brand of Indonesia's largest operator Telkomsel. A qualitative case study methodology was employed, comprising an extensive literature review on customer experience, satisfaction, trust, switching costs and their influence on brand loyalty in the mobile sector. Particular focus was placed on publications related to Telkomsel and its prepaid offerings. Customer data from secondary sources was also analyzed to identify patterns relating to the research objectives. The findings indicate that service quality is a key antecedent of customer experience and satisfaction. Superior fulfillment of expectations cultivates a positive brand image and drives attachment. Meanwhile, affective factors like emotional engagement and trust act as mediators reinforcing loyalty intentions over the long-term. Competitive pricing and targeted promotional campaigns also enhance perceived value. Additionally, high perceived switching costs curb defection propensity due to customers' sunk investments in the relationship.

Urgensi Mutu Pelayanan Customer Service Dalam Meningkatkan Kepuasan Dan Loyalitas Nasabah

ABSTRACT Service capability plays an important role for the sustainability of a company in increasing customer satisfaction and loyalty. The main priority of a company engaged in banking services is customer satisfaction. In winning the increasingly competitive competition, the Bank strives to provide the best service (service excellent). This study aims to determine the importance of retaining customers and reaching potential customers. In addition, to find out how to maintain and improve the quality and loyalty of its customers. The research uses a library research method in which data is collected based on academic data bases, digital libraries, and repositories of educational institutions. Some references are obtained from books, scientific journals, articles and research reports relevant to customer service quality research in improving customer quality and loyalty. The result is that customer service quality has a crucial role in shaping customer perceptions of financial institutions. Quality of service is very concerned about satisfaction and loyalty to maintain a positive brand image or image in the eyes of the community. The effect of customer satisfaction on customer loyalty can show that customer satisfaction has a significant effect on customer loyalty. Increasing service quality has an impact on customer satisfaction and loyalty is also increasing. Conversely, if the quality of Customer Service service decreases, it will have an impact on worsening customer satisfaction and loyalty.

Unveiling the Influence of Media Platforms on Cultivating Brand Loyalty for Federal Territories Islamic Religious Council (MAIWP), Putrajaya

This study examines the impact of brand awareness, brand association, brand image, and perceived quality on brand loyalty for MAIWP in disseminating zakat-related information. A questionnaire was administered to 200 respondents from the Muslim community in Putrajaya, and data were analyzed using descriptive and inferential statistics. Results indicate that brand awareness, association, image, and perceived quality significantly influence brand loyalty. Higher awareness and positive associations contribute to increased loyalty, while a positive brand image and perceived quality enhance loyalty. These findings offer valuable insights for MAIWP in developing effective media platforms to foster engagement, trust, and seamless information dissemination.

Implementing a free lending of sports and leisure equipment service: a cross-sectional survey exploring user characteristics, utilization patterns, and significance among children and youth

BackgroundThe escalating costs of sports equipment, coupled with socioeconomic disparities, hinder children’s participation in physical activities. The Leisure Equipment Library (LEL), a unique service in Sweden, addresses this challenge by providing free equipment lending. This study investigated the significance of providing free lending of sports and recreational equipment for children’s and youth’s opportunities to engage in physical activities during leisure time.MethodUtilizing a cross-sectional survey during the summer-2022 period, the study is based on data from 427 LEL users aged 7 to 25 years. User characteristics (demography, socioeconomic status, physical activity profiles), equipment usage patterns and perceived significance are also analyzed. The findings are discussed using the concept of consumer-brand identification.ResultsThe results showed that LEL reaches a broad and diverse group of children and young people in terms of gender, age, socioeconomic status, and physical activity profile. The borrowed equipment, primarily used for play and recreation, serves as an essential resource for children and youths and, in particular, for those with low socioeconomic status. LEL is considered highly important by all user groups, with a majority emphasizing its significance in facilitating leisure activities.ConclusionsThe study suggests LEL’s success lies in its accessibility and that users identify with the brand of LEL. Users perceive LEL as a service catering to various recreational needs rather than sports, fostering inclusivity. The localization of stores in various types of areas, combined with high-quality products, enable children and young people from different socioeconomic areas to use the service. LEL’s success hinges on maintaining a positive brand image and promoting a recreation-oriented identity. Opportunities exist to strengthen emotional bonds with users, enhance branding strategies, and position LEL as a valuable resource for inclusive recreational activities. In conclusion, this study highlights the potential of free lending services, such as LEL, to bridge socioeconomic gaps in the promotion of physical activity among children and young people.

BOBABOX MARKETING COMMUNICATION STRATEGY IN BUILDING BRAND IMAGE THROUGH INSTAGRAM SOCIAL MEDIA

By putting the correct marketing plan into practice, a firm can increase consumer trust in its brand and increase that brand's loyalty. In Medan, the use of Instagram for boba drink product marketing has the potential to capture a significant portion of the market, so beverage businesses will find it easier to establish a positive brand image with careful use and promotion. The purpose of this study is to identify and characterize Bobabox's use of Instagram social media for brand image building in marketing communications. This study, which was carried out at the production head office, Bobabox Jl. Setia Budi No. 157 in Medan City, employs descriptive qualitative research methodologies. It will be put into practice in April and May of 2024. The results of this study show that @bobabox.id uses five elements of marketing communication in building brand image including, advertising by using the Instagram ads feature, sales promotion by creating promotional content and collaboration, public relations providing the best service, direct marketing presenting linktree to facilitate consumers and personal selling through endorsements