Product Brand Research Articles

When and how it is good for fashion to look typical: visual prototypicality affecting product valuation and brand preference

PurposeAlthough visual prototypicality in fashion is an observed phenomenon, empirical examinations of the link between fashion products' design prototypicality and consumer evaluations still need to be included. The present study analyzes the influence of the visual prototypicality of fashion products on consumer-perceived product values and brand preference.Design/methodology/approachAn online survey adopting the fashion product images with significantly differing levels of visual prototypicality was used to collect data from 456 US consumers. The hypothesized relationships among visual prototypicality, product values and brand preference were analyzed through multi-group analysis.FindingsPerceived visual typicality of fashion product designs significantly increased the hedonic and utilitarian value of the product and only indirectly increase brand preference. The hypothesized positive relationship between visual prototypicality and the product’s social value was found to be significant only in the low-price levels but became insignificant in the high-price levels.Originality/valueThe findings of this study contribute to the extant literature by first providing an initial analysis of the mechanism of visual prototypicality in the fashion product design field. The results confirm that visual prototypicality indirectly influences consumers' brand evaluations by the product’s perceived value. This relationship was previously assumed but not empirically proven only in non-fashion product categories. The study also presents additional new points, further enriching the understanding of visual typicality. Additionally, the results show the complex relationship between the visual prototypicality of fashion product designs and the perceived social value of the product, which varies depending on the price range.

ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERTAHANKAN BRAND AWARENESS PADA DOTATO DONAT KAMPUNG (Studi Kasus pada Instagram Dotato)

Dotato Donat Kampung, a prominent MSME in the culinary sector, has effectively built substantial brand awareness among students in Jatinangor. However, it faces challenges in sustaining this awareness. This research aims to analyze the social media marketing strategies employed by Dotato Donat Kampung to maintain its brand presence. Utilizing a qualitative approach with a descriptive method, the research involved detailed interviews with both the owners. The effectiveness of the social media marketing strategies was evaluated using the TOWS method. The findings indicate that Dotato Donat Kampung's social media marketing is fairly successful in boosting brand awareness and product sales, although there are certain Instagram features that have not been fully utilized. The analysis highlights the need to optimize the use of Instagram ads and broadcast channels to sustain brand awareness and broaden audience reach. Dotato Donat Kampung, a prominent MSME in the culinary sector, has effectively built substantial brand awareness among students in Jatinangor. However, it faces challenges in sustaining this awareness. This research aims to analyze the social media marketing strategies employed by Dotato Donat Kampung to maintain its brand presence. Utilizing a qualitative approach with a descriptive method, the research involved detailed interviews with both the owners. The effectiveness of the social media marketing strategies was evaluated using the TOWS method. The findings indicate that Dotato Donat Kampung's social media marketing is fairly successful in boosting brand awareness and product sales, although there are certain Instagram features that have not been fully utilized. The analysis highlights the need to optimize the use of Instagram ads and broadcast channels to sustain brand awareness and broaden audience reach.

Fusing Tradition and Modernity: A Strategic Marketing Approach for TCCEC Brand

This paper examines the TCCEC (Traditional Chinese Culture Element Clothing) brand's challenges in integrating traditional Chinese cultural elements within a modern fashion context. Despite a unique artistic appeal, TCCEC faces market performance issues due to unclear positioning, misaligned product development, unengaging marketing, and subpar customer service. The study identifies these shortcomings using qualitative research methods and proposes strategies to enhance brand resonance, product relevance, marketing creativity, and customer satisfaction. The recommendations aim to improve TCCEC's market adaptability and serve as a guide for other brands blending tradition with modernity.

Factors Ascendant Consumer’s Impression Towards Purchase Decision on Social Media

The Internet has expanded marketing communication channels beyond traditional print, electronic, and transportation media to include social media in cyberspace. Social media platforms like Facebook, YouTube, Google, and Twitter have recently become increasingly popular. Last three decades. Social media is a popular mode of communication for people from every stage of life, offering a variety of formats including images, videos, jokes, and peer comments. Social media platforms influence how buyers perceive a merchant's goods or services. Social networking is increasingly used to facilitate business transactions between vendors and customers. In today's digital age, people are transitioning from traditional to online purchase. Consumer attitudes are shifting. Researchers have questions about how social media influences customers' internet shopping decisions. Can buyers discern between branded and non-branded products? How long will consumers associate with the present brand? Is there any criteria set by consumers while acquiring products? The researcher used this investigation to identify answers to the questions listed above. To researcher obtained various statistical tools through SPSS to understand the consumer’s impression towards purchase decision on social media.

Brand Image, Product Quality and Promotion Influence Towards the Decision to Purchase Milo in Batam City

Brand Image, Product Quality and Promotion Influence Towards the Decision to Purchase Milo in Batam City

TRANSCENDING BOUNDARIES – REPRESENTATION OF CHANGING GENDER DYNAMICS IN SELECT INDIAN TELEVISION ADVERTISEMENTS

Advertisements are primarily intended to persuade the consumers to buy a particular brand of product. In modern times Television advertisements or TV commercials as they are known, have emerged as one of the most visible and popular form of advertisements. Traditionally, selling a product entailed roping in a celebrity to either pose with the product or to highlight its advantages over other products. But the advent of various domestic and foreign channels offered the viewers the option to skip the advertisements and switch over to more interesting content in other channels. Besides, the stiff competition between the brands necessitated the advertisements to be more creative, resulting in the incorporation of engaging storylines. Thus, advertisements have transitioned from a means for merely selling products to cultural artefacts mirroring the socio-cultural practices and values of the society. They portray social norms, cultural reality, and gender patterns in keeping with the patriarchal ideology. Culture profoundly impacts gender-related behavior, roles, values, identity, and their perception in various social contexts. It governs the expectations placed on men and women and influences their attitudes and behavior. Since advertisements are predominantly created by men with the intention of appeasing the male consumers, women are often objectified. The recent decades have seen women progress in leaps and bounds but the advertisements have been slow in acknowledging their achievements. The winds of change have been very subtle but steady progress is being made in making progressive and socially relevant ads which has captured man - woman equation from a different angle. This paper proposes to analyze select TV advertisements that appeared after 2000 which show both men and women breaking away from the narrow confines of patriarchy to don new and unconventional roles.

Lifecycle Management of Generic product in US market

In the US Market, lifecycle management for generic products includes developing and implementing plans to maximize an item’s market potential from launch to decline. It starts with market research and approval of regulatory involving submission of an Abbreviated New Drug Application (ANDA) to demonstrate bioequivalence to the branded product followed by comprehensive market analysis to identify opportunities and assess rivals. Companies use aggressive pricing and marketing techniques to swiftly increase their market share after a product is approved. Continuous monitoring and adaptability to changes in the market, updates to regulations, and competitive actions are crucial throughout the lifecycle. This review focuses on Market entry strategy, Product launch, Market landscape of Generic Drugs in US.

A Tobacco Brand Recognition Method Based on HOG and SVM

The appearance inspection system cannot automatically switch the brand, and a person needs to log into the system and manually switch the inspection brand in the process of production and brand change. To address this problem, a deep learning-based automatic cigarette brand recognition method is developed and validated. Experiments show that: the system can automatically detect the production brand, effectively save the time to change the brand, and has important reference significance for the application in the field of brand identification and automatic switching detection of the brand.

PENDAMPINGAN DAN PENGEMBANGAN PRODUK LELE UNTUK MENINGKATKAN UMKM DI DESA GANDARIA

Gandaria Village, located in Mekar Baru District, Tangerang Regency, is famous for its micro, small and medium enterprises (MSMEs) in the culinary sector, especially catfish crackers and processed catfish. However, MSMEs in this village face obstacles in terms of product identity, especially related to logos and packaging that are not attractive, which hinders them from communicating their product messages effectively to consumers. This non-profit program aims to increase MSMEs' understanding and awareness of the importance of attractive packaging as part of product branding. The methods used include observation, interviews, mentoring and development of logo and packaging designs, making permits, MOU, NIB, and creating websites and e-commerce accounts on Shopee. The process begins with a needs analysis regarding the type of material, shape, packaging color, and logo design. The purpose of this program is to increase MSMEs income through the use of new, attractive packaging and logos so that their products have an appeal and identity that distinguishes them from similar products in other areas.

Role of Point-of-Purchase on Consumers’ Perception of Coca-Cola Beverage in Nigeria

Consumers have needs, values, and preferences, which is important to them while making buying decisions. This preference determines the choice made by individuals when they see the product(s) or hear sounds that attract them to an environment in which they want to make a purchase decision. Having the opportunity to see product(s), does not only instigate a consumer to buy but reduce the uncertainties the customer experience while making buying decisions. The need to instigate consumers to buy a brand’s product among several competing brands makes brands provide point-of-purchase display tools to help push products to consumers through retail outlets whilst influencing consumers' buying decisions. Using the Servqual model and conditioning theory, this research work was carried out to examine the role of point-of-purchase display on consumers’ perception of brands. Survey research was conducted for this purpose. A total of two hundred valid responses were collected from respondents who are consumers of the Coca-Cola brand products. The data collected from questionnaires were analyzed using ordinal logistic regression on SPSS version 25. The research findings show that there is a significant positive relationship between the independent variable- point of purchase display (atmospherics, product display) and the dependent variable- perception (value, reputation). Hence, the study recommends that brands should always motivate retail outlets to keep their products on display and their display items in strategic places in the store to thrive in the competitive market. Lastly, because the atmospherics attract customers before the display in indoor settings, it is recommended that the atmosphere should create a remarkable experience for customers by leveraging on enticing the human sensory.

Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market

In a highly competitive Azerbaijani coffee shop market, knowing what drives consumer behaviour is crucial for marketers and businesses looking to separate out from the competition and encourage customer loyalty. The article examines the effects of brand image, product quality and price on consumer purchase intention. The study is based on marketing theory, consumer behavior theory and the concept of customer-centric marketing. The methods of logical-structural, quantitative, factor and regression analysis are used. Within the scope of the research, the data were collected through an online questionnaire. The data set of the study is represented by data from an online survey of 298 customers of coffee shops in the city of Baku, collected in the period April-May 2023. According to the findings of the study, brand image, product quality and price, which are independent variables, have a significant and positive effect on the dependent variable, the purchase intention. The results contribute to the understanding that businesses need to focus on building a strong brand image in order to increase consumer purchase intention. By gaining a deeper comprehension of the factors influencing the purchasing decisions of customers, businesses can create more effective marketing campaigns, increase their market share, develop a solid market position and build consumer loyalty in an increasingly competitive environment. The study adds to the ongoing discussion about customer-centric marketing by throwing new insight on the elements that influence consumer behaviour.

SOCIALIZATION OF PRODUCT BRANDING AS AN EFFORT TO INCREASE ENTREPRENEURIAL INTEREST AMONG HOUSEWIVES OF NGINDEN JANGKUNGAN VILLAGE

Product branding provides various potentials in increasing sales value so that it can attract consumers, product branding can be developed in MSMEs which play an important role in national economic growth. MSMEs are also considered as one of the solutions for people who do not have jobs or do not want to work in a company. One of them is in the Nginden Jangkungan sub-district which still does not have an adequate understanding of product branding, so efforts are needed to increase awareness and understanding, one of which is through socialization. With the socialization related to product branding, it is expected to increase product competitiveness, attract consumer attention and increase income.

Influence Of Neuromarketing On Consumer Purchase Levels: Ambato Case Study - Ecuado

This work has been done with the purpose of determining the influence of neuromarketing in the levels of consumer purchase of the Paseo Shopping Ambato Mall, neuromarketing has applied neuroscience techniques focused on marketing in order to study different brain areas that are activated in the consumer when choosing a product as well as it is based on the consumer, since its objective is the identification of the impact generated by a product or brand, the understanding of the consumer when making a purchase or acquisition and the identification and satisfaction of customer needs, along with the characteristics measured by neuromarketing, which are attention, emotion and memory. The objective of the research is focused on analyzing the influence of neuromarketing in the purchase process, relating the importance that requires broadening knowledge in the understanding of the levels and stimuli that are emitted by the brands of the different products that are offered in a shopping center. The present investigation determines the neuromarketing actions to better understand the expressions and non-verbal reactions that consumers develop, associated with the advertising practices that are used in the Paseo Shopping Ambato Shopping Center; where commercial sales transactions become the result of the emotions shown by consumers towards a certain product or service. The analysis is obtained by applying a conceptual investigation on the fundamentals of neuromarketing in the purchase decision process and its influence towards a specific decision. Neuromarketing has positively influenced the purchase of a certain product by the consumer.

Meningkatkan Kualitas dan Inovasi Produk Sebagai Strategi Pemasaran UMKM Lokal di Desa Bulakan Kecamatan Cinangka

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy, particularly through their contributions to the formation of Gross Domestic Product (GDP) and employment absorption. MSMEs are also recognized for their strong economic resilience, making them a key pillar of national financial and economic stability. Acknowledging this significance, through the Student Community Service Program (KKM), Group 36 conducted training and mentoring for MSME actors in Bulakan Village over a two-month period. This initiative aimed to enhance the understanding of MSME actors regarding the critical impact of branding, packaging design, and product innovation on marketing strategies. The outcomes of this activity include the creation of distinctive product branding and logos, as well as innovations that have the potential to improve the quality of MSME products.

A Study of Advertising Influence on Sustainable Consumer Products

Advertising is a powerful marketing tool for mass sales and distribution. One method is viaadvertising marketing. It may be used to market items and services, as well as ideas. Advertisementsmay be used to boost demand for generic or branded products. Advertising adequacy is mostly decidedby how a prospective consumer reacts to and considers an advertisement. The success of advertising isdetermined by how efficiently it handles transactions. As a consequence, advertising is often employedas a single variable to explain deal shifts. The report focuses on the Consumer Sustainable Industry'sChallenges. Media's Impact on Advertising, Advertising's Impact on Consumer Sustainable Buyers,Advertising's Impact on Refrigerator Buyers, Advertising's Impact on TV Buyers, Advertising's Impact onDetergent Powder Buyers.

Pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Produk Garnier pada Mahasiswa STIE IBMT Surabaya

The purpose of this study is to determine the effect of green marketing and brand image on consumer decisions to buy Garnier products. This study uses a quantitative research approach, and data collection is done through a questionnaire that is given a Likert score of 1-4. This research involved students or female students of STIE IBMT. The sampling technique used is purposive sampling, or nonprobability. This study used 94 respondents. In this study, primary data was used, and the data analysis method used was multiple linear regression analysis. This was done with the help of statistical data analysis tools. The analysis method uses descriptive test, validity test, reliability test, multiple linear regression analysis, hypothesis testing, and classical assumption test. The results showed that there is a green marketing influence on purchasing decisions for garnier products. Then there is also the influence of brand image on purchasing decisions for garnier products, and there is also an influence between green marketing and brand image on purchasing decisions for garnier products. From this research, it is hoped that it can develop other factors or variables that can influence green marketing and brand image on product purchasing decisions with other environmentally friendly brand products.

Pengaruh Citra Merek, Ulasan Produk dan Digital Marketing terhadap Keputusan Pembelian Kosmetik Pixy di Kota Batam

This research aims to assess the influence of brand image, product reviews, and digital marketing on purchasing decisions for Pixy cosmetics in Batam City. The utilized population consists of users who have used Pixy items, although the exact number is not yet known. The Lemeshow algorithm was used to count a total of 100 respondents using a purposive sampling strategy. Multiple linear regression models were used to test the data, along with data quality checks, classical assumption tests, influence tests, and hypothesis tests. The findings of multiple linear regression analysis show that brand image influences purchasing decisions by 59.9%. Product reviews influence 24.3% of purchasing choices. Digital marketing influences 40.9% of purchasing choices. Test results using the coefficient of determination (R2) show that brand image, product reviews and digital marketing can explain up to 70.9% of the variation in purchasing choices. Furthermore, the t test and F test show that brand image, product reviews, and digital marketing both individually and together have a good and big influence on the decision to purchase Pixy cosmetics in Batam City.

Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Iphone di Kota Karawang

Customers' decisions to buy a product are largely influenced by product quality and brand image. One step in the evaluation process is the purchase decision, which requires customers to organize a tier list of products in their preferred tiers. This step in the evaluation process will arouse their interest in making a purchase. The aim of this research is to understand the influence of product quality and brand image on purchasing decisions. The purposive sampling method was used to select a sample of 96 people, and a questionnaire was used to collect data. For data processing, this research uses PLS (Partial Least Square) and other analysis methods, including descriptive analysis. The consequences of this research show that brand image and product quality influence the choice of purchasing an iPhone cell phone.

Pengaruh Brand Ambassador Boy Group EXO dan Variasi Produk Terhadap Minat Beli Konsumen Produk Skincare Scarlett Whitening dengan Brand Image Sebagai Variabel Intervening

The purpose of this study was to determine whether brand ambassadors and product variations have a direct influence on buying interest, and to determine the effect of brand ambassadors and product variations on buying interest through Brand Image mediation. The research approach used is quantitative research. The type of data used in this study is primary data, namely research data obtained directly from original sources (respondents). The population in this study are all consumers who have and have not used Scarlett Whitening products. From the calculation using the formula (hair, 2020) recommends that the minimum sample size is 5 times the number of indicator items contained in the questionnaire, the indicators in this study consisting of 3 independent variables and 1 dependent variable totaled 23 indicators, so the sample size of this study was determined to be 115 respondents. The research data was processed using the smartPLS 4.0 analysis tool and the research method in this study used Structural Equation Modeling (SEM), namely an equation model with a variance-based approach or component-based structural equation modeling. The results of this study indicate that the first and third hypotheses are not supported because, Brand ambassador (X1) and Product Variety (X2) have no significant effect on Purchase Intention (Y), the second and fourth hypotheses are supported because, Brand ambassador (X1) and Product Variety (X2) have a significant effect on Brand Image (M), the fifth hypothesis is supported because, Brand Image (M) has a significant positive effect on Purchase Interest (Y), and it can be concluded that Brand ambassadors (X1) and Product Variety (X2) cannot affect Purchase Interest (Y) directly, but Brand ambassadors (X1) and Product Variety (X2) can affect Purchase Interest (Y) by going through Brand Image (M) as a mediating variable.

Pengaruh Brand Awareness dan Product Design terhadap Buying Decision melalui variabel Purchase Intention pada Produk AQUA Japan di Kota Serang

This research aims to determine the influence of brand awareness and product design on purchasing decisions through the purchase intention variable. The subjects in this research were 250 community respondents in Serang City. Data analysis tools use SPSS and SmartPLS using a Likert scale. The results of the research show that there is a significant influence between the product design variable on the purchase intention variable, but no direct influence was found between brand awareness on the purchase intention variable for AQUA Japan products in Serang City. Then there is a significant influence of the brand awareness, product design, purchase intention variables on the buying decision variable for AQUA Japan products in Serang City. This research also found that the purchase intention variable does not have a mediating effect on the influence of brand awareness on buying decisions, but the purchase intention variable can be used as a mediation on the influence of product design on buying decisions for AQUA Japan products in Serang City.