Positive Brand Image Research Articles

Public Relations Communication Strategies in Building Consumer Branding: Analysis of Unilever Company


 
 
 
 This article examines the Public Relations (PR) communication strategies employed by Unilever in building and maintaining a strong consumer branding. The study aims to understand how Unilever integrates PR communication strategies and adapts to the digital and social media era to create positive relationships with consumers. The research follows a qualitative approach, utilizing data collection techniques such as market research and consumer trend analysis and utilized a systematic Literature Review (SLR) method. The analysis reveals that Unilever emphasizes transparency, honesty, and consistency in their brand messages and values. They actively engage with consumers through social and environmental initiatives, creating a responsible and caring brand image. The results demonstrate that Unilever's PR strategies have successfully built a strong consumer branding and generated sustainable customer loyalty. The findings have implications for companies seeking to establish a positive and sustainable brand image in a competitive global market.
 
 
 

Media Social Marketing terhadap Brand Awareness, Brand Image dan Niat mendaftarkan Anak ke Go Power Kids

This research aims to analyze the influence of social media marketing on brand awareness, brand image, and purchase intention, as well as analyzing the relationship between brand awareness, brand image, and purchase intention on gopowerkids.id Instagram followers. This research uses the Partial Least Squares (PLS) Structural Equation Modeling (SEM) analysis method with a population of respondents who are Instagram followers of gopowerkids.id. A total of 85 respondents were selected using purposive sampling technique. Data was collected through the use of questionnaires distributed to respondents. The results of data analysis show that social media marketing has a significant influence on increasing brand awareness, brand image and purchase intention. Apart from that, it was found that brand awareness also has a significant influence on purchase intention, as well as brand image. These findings show that social media marketing has an important role in increasing brand awareness, brand image and purchase intention among gopowerkids.id Instagram followers. The conclusion is that social media marketing has a significant impact in shaping consumer perceptions of brands, as well as influencing their purchasing intentions. Therefore, companies need to pay close attention to marketing strategies via social media to strengthen brand awareness, build a positive brand image, and increase consumer purchasing intentions. Keywords: Brand Image, Brand Awareness, Purchase Intention, Social Media Marketing

The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland

<p class="MsoNormal" style="margin-top: 12pt; text-indent: 0cm; text-align: justify;"><span lang="EN-US" style="font-family: 'times new roman', times, serif; font-size: 14pt;">The business world is a competitive place, and enterprises must cultivate sustainable relationships with their clients to gain customer loyalty. Concepts of relationship marketing (RM) are becoming vital in the service industry. Different RM strategies are used to attract customers, but some of these strategies do not achieve customer loyalty as easily as predicted due to customers’ changing behaviour patterns. This paper investigates the impact of RM strategies on customer loyalty through relationship qualities (customer satisfaction and trust) by concentrating on the high-end hairdressing sector in Auckland. Additionally, this research investigates the expectations of customers of high-end hair salons formed by RM strategies, which influence their satisfaction, trust, and customer loyalty to their service provider. The results indicate that brand image shows a significant relevance to trust, satisfaction, and customer loyalty claiming that brand image is an essential element of RM. Additionally, this investigations revels that, hair salons in Auckland are looking forward to ascertaining a sustainable relationship with their clients through a spectrum of strategies such as positive brand image, good service quality, reasonable price, and good value deals to earn optimistic relationship quality, which will ultimately escalate to customer loyalty. Findings of this research will be useful in supporting hair salons to gain a greater understanding of their customers by adopting effective RM strategies.</span></p>

Adopting the metaverse in the luxury hotel business: a cost–benefit perspective

Purpose This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides solid theoretical contributions and actionable managerial recommendations. Design/methodology/approach An exploratory sequential mixed-method design was used. For the qualitative phase, 21 hotel managers and 24 hotel guests (who often stay in four-star and five-star hotels and resorts) were interviewed after showing them a series of videos about using the metaverse in the hotel business. Based on the results of the qualitative phase, the analytic hierarchy process method was used, and 476 valid questionnaires were analyzed. Findings The results highlight the perceived benefits (personalized services, immersive experience and positive brand image) and costs (lack of human touch, time and effort and security and privacy) of metaverse adoption for hotel managers and their guests. In addition, the study determines the weight of each value attribute of metaverse adoption for each travel stage (pre-travel, during travel and post-travel). Practical implications Regarding metaverse adoption, the research offers practical suggestions for luxury hotels. For instance, the cost of equipment and the time and effort required are perceived costs of metaverse adoption. To address these challenges, hotels may offer free equipment (e.g. VR headsets) and training to their guests to stimulate the use of the metaverse. Originality/value This study addresses a gap in the literature by presenting a conceptual framework for examining metaverse adoption in the luxury hotel scenario. Unlike using conventional models like the technology acceptance model or the unified theory of acceptance and use of technology to investigate a technology’s adoption, this study stands out by unraveling the topic through the lens of value proposition. The latter often comes from an efficient value co-creation process, which is indeed shaped by an adequate appreciation of the congruence of perceived values (i.e. perceived benefits and costs) of metaverse from hotel manager and guest perspectives.

The Role of Consumer Ethnocentrism, Perceived Quality, Perceived Price, and Perceived Brand Image on Willingness to Buy Erigo Clothing

The initial survey findings revealed that Indonesian consumers prefer supporting local brands but are reluctant to purchase them if the prices exceed those of foreign brands. Additionally, they are open to foreign brands effectively marketed in Indonesia. This study examines and analyzes the impact of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image on the willingness to purchase Erigo apparel. Employing a quantitative approach, the study used PLS-SEM as the data analysis method with SmartPLS software. Non-probability purposive sampling was utilized to gather responses from 192 participants via Google Forms. The study uncovered a positive and significant influence of consumer ethnocentrism, perceived price, and perceived brand image on the willingness to buy Erigo apparel. However, perceived quality had a positive but statistically non-significant impact on this willingness. The managerial contribution includes Erigo's leveraging consumer ethnocentrism by promoting local craftsmanship and cultural diversity, enhancing its pricing strategy to reflect value, and strategically building a positive brand image to stand out against foreign competitors. Focused campaigns, fair pricing, and active social media engagement can significantly boost consumer interest in purchasing Erigo clothing.

CSR, brand image and WOM: a multiple mediation analysis

PurposeThis study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India.Design/methodology/approachA self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0.FindingsThe findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM.Originality/valueThe findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.

The Influence of Brand Image and Celebrity Endorsers on Sales of Skincare Products The Originote

This research aims to analyze the influence of brand image and celebrity endorsers on sales of The Originote skincare products. The research uses quantitative methods with respondents who are consumers of The Originote. Data was collected through questionnaires and analyzed with SmartPLS. The research results show that there is a significant influence of celebrity endorsers on sales of The Originote skincare products. There is a significant influence of brand image on sales of The Originote skincare products. The celebrity endorser and brand image variables are able to explain variations in sales of The Originote skincare products. The conclusion of this research is that celebrity endorsers and a positive brand image have a big influence in attracting consumer buying interest which ultimately can increase sales of The Originote skincare products.

편의점 브랜드 캐릭터의 개발과 활용 연구

The purpose of this study is to find out how brand characters help to form a positive brand image and brand equity through the case of CU. To this end, Heyroo Friends and CU Friends were analyzed based on previous studies on brands and brand characters. Heyroo Friends was only a PB product brand character based on CU's function, but it developed into CU brand character CU Friends by expanding the media from webtoons to web dramas, and metaverse. CU Friends is being actively used as a means to enhance the brand image as the basis for characters in flagship stores and short-form web drama series. Contents based on brand characters is contributing to deepening the relationship between consumers and brands. Through this study, it was confirmed that brand characters can be an effective means of enhancing brand identity and forming familiarity, as well as building brand assets through symbolic differentiation.

Pemakaian Bahasa Indonesia Pada Iklan Shopee

This research reveals that the use of Indonesian in Shopee advertising is a relevant strategy and has a positive impact. The accuracy of linguistic context is the main focus, reflecting wise policies in capturing linguistic diversity in Indonesia. Understanding dialects, phrases and linguistic norms in each region is the main key in creating appropriate and relevant messages. Shopee succeeded in tailoring messages well, in depth, and connecting with consumers from various walks of life, creating significant personal closeness. Language diversity in Indonesia is recognized as the key to success, ensuring that Shopee advertising is not only a marketing effort, but also an authentic communication that is close to consumers' daily lives. Linguistic creativity is an important factor in attracting consumer attention. Puns, local humor and creative expressions create marketing messages that are interesting, entertaining and different from competitors. This creativity is not only a sweetening element, but also an effective strategy in building a positive, attractive and educational brand image. Shopee has successfully utilized Indonesian creatively, not only as a shopping platform, but also as a provider of entertaining and attention-grabbing content. This relevance is not just a communication tool, but also the foundation for building deep and meaningful relationships with consumers in diverse markets. This research highlights that Indonesian is not just words, but a force that can shape feelings, win the hearts of consumers, and create a positive impact in the world of e-commerce.

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.

Segmenting, Targeting, and Positioning Strategies in the formation of Mahar Agung Organizer's Brand Image

In order to create a competitive advantage, the strategy that is considered effective in overcoming it is the existence of the right strategy, for example the STP (Segmenting, Targeting, Positioning) strategy. This research focuses on analyzing the marketing strategy of Mahar Agung Organizer Event Organizer (EO) on brand image formation. This research is useful in knowing how wedding organizer services maximize their marketing strategies to get as much profit as possible. This research is a type of qualitative research that uses descriptive analysis. The results of this study indicate a segmentation strategy based on geographic, demographic, behavioral, and psychographic segmentation. The focus of Mahar Agung Organizer's target is from the upper middle class community with an age range of 20-60 years in the East Java Province area. The implementation of the right positioning and targeting has succeeded in forming a positive brand image of Mahar Agung Organizer as a top quality EO in handling traditional Javanese weddings.

The Influence of Customer Experience mediation on Customer Loyalty: The Case of Honda Matic Motorcycles in the City of Surabaya, Indonesia

Customer experience is one of the dominant factors that triggers consumer loyalty which is characterized by repurchasing Honda metic products, therefore it is necessary to provide opportunities for potential consumers to try the product. The aim of this research is to find out whether customer experience is an effective mediator in the relationship between social media branding and electronic word-of-mouth on consumer loyalty. The analysis used a structural equation model on 230 respondents taken using a purposive sampling method, from the population of Honda automatic motorbike users in the city of Surabaya, Indonesia. The findings show that customer experience effectively mediates the relationship between social media branding and electronic word-of-mouth on consumer loyalty. The implication is that companies should improve social media branding, because it is an important element in building brand image and interaction with customers in the digital era. A good and positive brand image will become a characteristic of the product, which differentiates it from competitors' products.

A Case Study on the Impact of Brand Image on Customer Buying Behaviour with Special Reference to Nilgiris Supermarket in Mangalore

Purpose: The study aims to explore how the brand image of Nilgiris Supermarket influences customer perceptions and purchasing decisions. By examining this relationship, the research provides valuable insights into the role of brand image in the retail industry. Research Design: The methodology employed in this case study includes a combination of primary and secondary data collection. Primary data is gathered through surveys and interviews with customers of Nilgiri Supermarket. The findings from these sources contribute to a comprehensive understanding of the impact of brand image on customer buying behaviour. Findings: The research findings highlight the significant influence of brand image on customer perceptions and behaviours. A positive brand image can create a sense of trust, reliability, and quality among customers, leading to increased loyalty and repeat purchases. Moreover, a strong brand image can attract new customers and enhance the store's competitive advantage in the market. The case study specifically analyzes various aspects of Nilgiri Supermarket's brand image, such as its reputation, product quality, pricing strategy, customer service, and store atmosphere. It investigates how International Journal of Scientific Research in Engineering and Management (IJSREM) Volume: 08 Issue: 01 | January - 2024 SJIF Rating: 8.176 ISSN: 2582-3930 © 2024, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM28211 | Page 2 these elements contribute to customer perceptions and influence their buying decisions. The study also explores the role of advertising, social media presence, and word-of-mouth in shaping the brand image and customer buying behavior. The results of the case study demonstrate the positive impact of Nilgiri Supermarket's brand image on customer buying behaviour. Customers perceive the brand as trustworthy, offering high-quality products at reasonable prices, and providing excellent customer service. These positive perceptions lead to increased customer satisfaction, loyalty, and a willingness to recommend the supermarket to others. In conclusion, this case study sheds light on the importance of brand image in influencing customer buying behaviour towards Nilgiri Supermarket. The findings highlight the significance of maintaining a positive brand image to attract and retain customers in the competitive retail market. The research provides practical insights for Nilgiri Supermarket and other retailers seeking to enhance their brand image and strengthen customer relationships. Keywords: Brand Image, Customer Buying Behaviour, Retail Industry, Customer Perceptions, Competitive Advantage.

Literature Review : Company Value in Providing Trust to Customer Loyalty

This paper aims to illustrate the crucial role of trust in building and maintaining customer loyalty in a business context. The paper also highlights unique challenges in the Umrah travel industry in Indonesia, with an emphasis on how companies address potential mistrust. Qualitative by search comes from the literature related to the variables in this paper by looking for findings and providing reinforcement, additional contributions from all results in the literature. The time span of literature in the past eight years. Companies can cultivate a community of loyal customers who invest in a relationship with a brand they trust implicitly, trust emerges as a lived value that fuels an enduring and meaningful relationship between the company and its customers. Companies can strengthen their commitment to building trust, thereby fostering enduring customer loyalty and creating a positive and sustainable brand image in the marketplace.

Local Guitar Position Mapping Based on Consumer Preferences and Perceptions Using Multidimensional Scaling

The potential of the acoustic guitar market in Indonesia has attracted the interest of local businesses in the home industry to create and promote their own acoustic guitar brands within the country. To ensure the appeal of their guitar products to consumers, these businesses must carefully consider product attributes that align with consumer tastes and needs. Conducting a thorough analysis of competitors is also crucial, helping identify strengths and weaknesses to develop effective marketing strategies. Local brands such as Genta, Grande, Stranough, and Avirama have established positive brand images among Indonesian consumers. Recognizing the impact of a strong brand image on consumer loyalty, it is advisable for home industry entrepreneurs to differentiate their acoustic guitars from existing local brands. This research aims to identify the specific attributes that resonate with the tastes and needs of domestic consumers and to position Genta, Grande, Stranough, and Avirama brand acoustic guitars as a reference for designing marketing strategies. The study utilizes the 4P marketing mix approach to identify consumer preferences, collecting data through a questionnaire and applying the Multidimensional Scaling method for analysis. The results highlight that sound quality, price-to-quality ratio, material quality, warranty, ease of purchase, price flexibility, discounts, and completeness of features are crucial factors influencing consumers’ choices in acoustic guitars. Genta excels in price-to-quality ratio, material quality, ease of purchase, price flexibility, and completeness of features. Grande stands out for sound quality and discounts, while Avirama leads in warranty offerings. Stranough shares a similar market segment with Genta due to comparable consumer perceptions, Grande and Avirama occupy distinct segments. This comprehensive understanding of consumer preferences and brand positioning can guide home industry businesses in formulating effective marketing strategies for their acoustic guitar products.

РОЛЬ СОЦІАЛЬНИХ МЕРЕЖ У СТВОРЕННІ ТА УПРАВЛІННІ ІМІДЖЕМ БРЕНДУ МАЛОГО ПІДПРИЄМСТВА

In the contemporary business landscape, small businesses grapple with unique challenges, particularly the constraints imposed by limited resources. This article explores the pivotal role of social media in both creating and managing the brand image of small business within the context of resource limitations. The integration of social media platforms with the website emerges as a strategic approach. This synergy not only extends the reach of the brand but also facilitates seamless engagement with the target audience. By combining social media channels and the website, small businesses can leverage diverse social media avenues to convey a cohesive brand identity. A critical aspect highlighted is the analysis of competitors through social media platforms. Small businesses can glean valuable insights by studying the online presence, strategies, and customer interactions of competitors. This competitive analysis via social media aids in refining one’s own brand strategy and identifying unique selling propositions. The analytical capabilities inherent in social media platforms capabilities empower small businesses to track metrics, assess the effectiveness of campaigns, and adapt strategies in real-time. The dynamic nature of social media analytics enables businesses with limited resources to optimize their efforts and allocate resources judiciously. A community on social media platforms allows small businesses to build relationships with their audience, foster brand loyalty, and receive direct feedback. Engaging content, active participation, and responsive communication contribute to cultivating a positive brand image. This article provides a comprehensive exploration of how small businesses can navigate the challenges of limited resources through strategic utilization of social media. From integrating platforms with the business website to competitive analysis, leveraging analytics, and building communities, social media emerges as a multifaceted tool for shaping and managing the brand image of small enterprises, proving particularly crucial within resource constraints.

The effect of new e-commerce platform's OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective.

In the realm of emerging e-commerce platforms, the influence of online shopping events, specifically online carnival promotions (OSC), on consumer behavior is a significant area of interest.This paper delves into the effects of such promotions on consumer perceptions, a topic that has not been extensively explored in academic research. To investigate this phenomenon, two distinct studies were conducted. The first study employed a questionnaire-based experiment involving 220 participants, divided into two groups. The first study examined the mediating role of cognitive legitimacy in the relationship between OSC events organized by new e-commerce platforms and the perceptions of consumers. The second study utilized an event-related potentials (ERPs) experiment with 33 participants to explore the differences in consumer perceptions between OSC promotions and general promotions by new e-commerce platforms. This study measured the brain's response to promotional stimuli to gain insights into the cognitive processes involved. The first study yielded results that suggest OSC activities can facilitate the establishment of cognitive legitimacy for new e-commerce platforms. This, in turn, was found to be associated with an increase in positive purchase intentions among consumers. In the second study, the ERPs data indicated that exposure to OSC promotional materials elicited larger P2 and N2 ERP components when participants were presented with the logo of a new e-commerce platform. This was in contrast to the response to general promotional materials, suggesting a heightened cognitive and perceptual engagement with OSC promotions. The findings from both studies collectively imply that OSC promotions have a distinct impact on consumer perceptions and cognitive processes. The implicit memory triggered by these promotions appears to influence the identification of new platforms and the mechanisms of cognitive control during online shopping. This, in turn, may have implications for explicit consumer behavior, suggesting that OSC promotions could be a powerful tool for shaping consumer attitudes and behaviors in the e-commerce space. The results underscore the importance of understanding the nuances of consumer engagement with new e-commerce platforms and the role of promotional strategies in fostering a positive brand image and consumer loyalty.

Decision to Choose a College Viewed from Personal Selling, Brand Image, and Brand Trust as Intervening Variables

In pursuing enhancing human resources’ quality, the state has ensured that private universities also have rights and obligations. The main objective of this study is to investigate whether personal selling and brand image influence college decision-making through the mediating role of brand trust. This research was conducted at the Politeknik Unggul LP3M in Medan, Indonesia. The study’s population was comprised of active students from the 2019/2020 academic year, totaling 257 individuals. A stratified sampling technique was employed, using the Slovin formula with a 5% margin of error, resulting in a sample size of 157 respondents. The study utilized a quantitative approach, with data collected through structured questionnaires. The analysis included descriptive statistics, reliability tests, and path analysis to determine the direct and indirect effects of personal selling and brand image on college decision-making through brand trust. The findings indicate that personal selling significantly affects brand trust, suggesting that effective strategies can enhance students’ trust in the institution’s brand. Similarly, brand image significantly directly affects brand trust, underscoring the importance of a positive brand image in building trust among potential students. Furthermore, the results show that personal selling indirectly influences college decision-making through brand trust, indicating that the trust developed through personal selling efforts can lead to positive college choice decisions. Likewise, brand image indirectly affects college decision-making through brand trust, highlighting the role of a strong brand image in shaping students’ enrollment decisions. In conclusion, personal selling and brand image are crucial in influencing college decisions, with brand trust as a key mediating variable. These findings provide valuable insights for educational institutions aiming to enhance their marketing strategies and build stronger relationships with prospective students. Future research could explore additional factors influencing college decision-making and examine these relationships in different educational contexts.

The Influence of Brand Image on Chinese Customers

When an enterprise develops, its brand image can have a significant impact on its development. An enterprise has a positive or negative brand image, just as a person has a good or bad reputation. The reputation of a person is valued by its partners and the reputation of the brand is also valued by consumers. In recent years, brand image has attracted more and more attention from consumers, which has also caused entrepreneurs to reflect, brand image is the credibility of the brand show, leaving a positive image or a negative image to consumers, depending on the brand's actions. This paper will display events such as Xinjiang Cotton, DIOR horse-face dress, and ERKE donation, and their impact in China, to analyze the positive feedback generated by positive images such as enterprises taking the initiative to assume social responsibility, and the negative impact of such behaviors such as enterprises spreading rumors, blindly following and plagiarizing. Brand image has a significant impact on consumers and is very powerful. Many factors affect the development of enterprises. From the perspective of brand image, this paper summarizes the factors that influence brand image on Chinese consumers by combing relevant literature and analyzing the above brand marketing data and analyzing the influence of brand image on Chinese consumers, as well as the magnitude and Time Cycle of the influence. Hope the enterprise management brand image has a certain enlightenment.

Enhancing Customer Satisfaction in the Airline Industry: A Case Study of Delta Airlines

Customer satisfaction plays an increasingly important role as it drives customer loyalty, fosters positive brand image, and provides a competitive advantage. Airlines that prioritize customer satisfaction are better positioned to thrive in a highly competitive market, attract and retain customers, and achieve long-term success. This paper focuses on enhancing customer satisfaction in the airline industry, with a specific case study of Delta Airlines. The study utilizes sentiment analysis techniques to analyze customer reviews from Skytrax and conducts a comprehensive SWOT analysis. Based on the analysis, targeted suggestions are provided to Delta, including leveraging technology to reduce the negative impact of delays, establishing uniform service standards, broadening global networks and partnerships, committing to sustainability and ESG initiatives, and ensuring quick responses to policy changes. However, the study acknowledges limitations such as reliance on a single data platform, the subjective nature of sentiment analysis, and the oversimplification inherent in SWOT analysis.In all, this study helps Delta to improve its customer satisfaction and contributes an research example to explore customer satisfaction in the airline industry.