Relevant Brand Research Articles

Investigating Consumer Behavior in Internet Shopping

Objectives: as the Internet shopping has become a standard way of doing business, the aim of this paper is to describe and analyze the Internet usage behavior in purchasing stages of customers in selected countries. Theoretical Framework: Trenz (2015) differentiated 3 stages of the purchasing process – pre-purchase stage, purchase stage and post-purchase stage. Hence, in this study, we focus primarily on behavior in pre-purchase stage of Internet shopping. Method: secondary data from the Consumer Barometer and from World Bank was used. The data was analysed using software IBM SPSS and Microsoft Excel. Descriptive statistics was used in order to test the two main hypotheses using Pearson correlation coefficient, the third hypothesis was tested with the use of F-test and t-test. Results and Discussion: there is a significant negative correlation between development indicators of nations and the use of Internet in pre-purchase stage. Research Implications: the less developed markets are more suitable for developing online business, thus are more suitable for this kind of business. Originality/Value: there is a significant difference between countries in the use of Internet during pre-purchase stage in the following activities: discovery of relevant brands online, watching relevant videos online, looking for redeemed offers, coupons or promotions online and getting locations/directions online for the sake of smart and sustainable consumption.

Integrated Cultural-Educational Branding: An Innovative Strategies for Building a Sustainable Image in Islamic Primary School

The emergence of educational institutions shows the concern of society and government. The presence of new educational institutions with their respective advantages and uniqueness will add to the image and characteristics possessed by these educational institutions. In addition, there is very tight competition between educational institutions with each other. Educational institutions should have the right strategy. This study aims to analyze the role of cultural integration in branding strategies specific to Islamic primary education at the Islamic Association of Banjarsari Islamic Community Madrasah, Ciamis and findings that demonstrate how culturally relevant branding has positively impacted stakeholder engagement, student enrollment, and community trust. This study uses a qualitative approach to explorative analysis in natural settings. Data collection techniques by way of observation, interviews, and documentation. Informants included 1 head of Madrasah, 6 educators and educational staff, and 3 guardians of students. Data analysis techniques by means of transcripts, coding, grouping, comparing, and contrasting. Test the validity (verification) of the data is done by using triangulation of sources and techniques. The results of the study show: first, the strategy used to introduce the institution to the public is the existence of attributes on the brand, then the brand provides benefits to all stakeholders, the brand has values, culture, and reflects personality, and the brand gives an impression to service users. Second, the public's attraction to MI PUI Kaum is due to the strength of the brand (brand strength), trying to make the brand the first choice (brand favorability), and creating uniqueness in educational institutions that are not owned by equivalent institutions (brand uniqueness). Third, the implication in efforts to build a brand image at MI PUI Kaum is an increase in the number of students every year, there are contributions to development funds obtained from government agencies, the community, and alumni, increasing public trust in Madrasah Ibtidaiyah Persatuan Umat Islam Kaum Banjarsari.

A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis

Using a SWOT analysis, this study investigates the brand marketing approach of Luckin Coffee, a well-known Chinese coffee company. With the backdrop of the rapid evolution of marketing strategies driven by the Internet and new media, this study aims to address the gap in understanding how marketing strategies can be tailored to a specific company's unique characteristics. Specifically, it investigates Luckin Coffee's strengths, weaknesses, opportunities, and threats based on an analysis of its current marketing efforts across channels and relevant brand topics. The findings provide insights into how Luckin Coffee can optimize its marketing strategy to seize opportunities and mitigate threats, ultimately contributing to the enhancement of the brand's competitiveness and relevance in the market. This research is a valuable reference for other coffee brands seeking to formulate effective marketing strategies in today's dynamic business environment.

The Role of Hedonistic Buying Motivation, Shopping Lifestyle, and Brand Ambassador on Purchase Intentions of Blibli.com Marketplace Users in Kuningan Regency

The aim of this research was to investigate the impact of Hedonistic Shopping Motivation, Shopping Culture, and Brand Ambassador on the Purchase Intention of Blibli.com Marketplace consumers in Kuningan Regency. The method is descriptive-verificative analysis. The study population comprised 150 Blibli.com Marketplace users, and the data was collected through a questionnaire and examined through the application of multiple linear regression. The findings indicated that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador collectively and individually exerted a significant influence on purchase intention. The findings imply that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador significantly influence purchase intention. To boost purchase intent, companies should create enjoyable shopping experiences, align products with consumer lifestyles, and use relevant brand ambassadors effectively.

Strategi Komunikasi Pemasaran MAD For Makeup dalam Menciptakan Brand Image Sebagai Merek Kosmetik untuk Gen Z

This research discusses the marketing communication strategies implemented by MAD For Makeup in an effort to create a brand image as a major player in the cosmetics industry, especially in attracting attention and building engagement with the Generation Z target market. The research method involves a comprehensive analysis of the marketing communication campaigns carried out by MAD For Makeup, with a focus on the use of social media, celebrity endorsements, and product innovation. This research aims to evaluate the extent to which this communication strategy has succeeded in creating a strong and relevant brand image for Generation Z consumers. The findings of this research are expected to provide in-depth insight regarding the impact of marketing communication strategies on brand perception among Generation Z, as well as provide guidance for the cosmetics industry in understanding dynamic market preferences and expectations.

Assessing health plan payer's budget impact of etranacogene dezaparvovec for the treatment of hemophilia B in the United States.

Etranacogene dezaparvovec is a recently approved gene therapy for people with hemophilia B (PwHB). Current standard of care is prophylaxis with factor IX (FIX) to prevent bleeding. Etranacogene dezaparvovec increases blood FIX levels such that FIX prophylaxis could be eliminated. To estimate the budgetary impact of etranacogene dezaparvovec adoption and utilization in a commercial health plan of the United States. A budget impact model was developed to evaluate the introduction of etranacogene dezaparvovec to treat severe or moderately severe hemophilia B. The model considered a hypothetical 1-million-member plan over a 5-year horizon. FIX therapy prophylaxis use was estimated based on a weighted average of relevant brands using US market share data. A scenario of etranacogene dezaparvovec adoption/utilization was compared with one without etranacogene dezaparvovec utilization. Two etranacogene dezaparvovec uptake (market share growth) analyses were performed: one with gradual uptake and alternatively assuming all eligible PwHB received etranacogene dezaparvovec in year 1. The one-time cost of etranacogene dezaparvovec was assumed to be $3.5 million. Other costs (FIX prophylaxis, disease monitoring, bleed management, and adverse events) were estimated from published literature. All costs were in 2022 US dollars. Bleed and adverse event rates were sourced from the HOPE-B trial comparing etranacogene dezaparvovec to previous FIX therapy prophylaxis. The model estimated annual and per-member per-month costs over 5 years. Secondary analyses were performed considering a 10-year horizon. In the 1-million-member health plan, an estimated 1.8 PwHB were eligible for treatment with etranacogene dezaparvovec. Gradual uptake of etranacogene dezaparvovec resulted in cumulative 5-year budget impact of $848,509 compared with a scenario without etranacogene dezaparvovec. In years 1-5, the incremental annual and per-member per-month costs ranged from $79,824 to $271,435 and from $0.007 to $0.023, respectively. In the alternative uptake analysis, etranacogene dezaparvovec became cost saving annually beginning in year 2 and cumulatively beginning in year 5, for a 5-year savings of $754,844. Secondary analyses over 10 years found both uptake analyses cost saving. Other scenarios considered did not affect results substantially. Introducing etranacogene dezaparvovec as treatment for PwHB would have a modest budget increase within 5 years after treatment but may become cost saving if all eligible PwHB were treated in year 1. Initiating PwHB on etranacogene dezaparvovec sooner may produce greater overall savings and earlier annual savings. Etranacogene dezaparvovec is a treatment option that may provide overall cost savings for US commercial health plans, which would increase as the plan size increases.

Mid-Video Promotion Practices among Skin Care Businesses: Optimizing Brand Recall

As consumers navigate through an extensive amount of online content, skin care brands and services must not only attract their attention but also leave a lasting impression that converts into meaningful brand recall. Descriptive quantitative method was used through survey questionnaires distributed to skin care businesses in Las Pinas City. The primary goal across the mid-video promotions is to ensure that these promotions seamlessly integrate into the viewing experience without disrupting it excessively while communicating relevant brand information. Implementing mechanisms for collecting insights from viewers can help brands understand what resonates and what does not. The importance of analyzing mid-video promotions results can identify best practices and emerging trends. Keeping abreast of strategies that can inform more effective promotional tactics. Practices related to mid-video promotions, such as viewer involvement, social setting, brand familiarity, and ad exposure can strategically create and enhance brand recall.

AI-POWERED LOGISTICS AND DIGITAL MARKETING FOR BUSINESS OPTIMISATION

The purpose of the work is to determine the characteristics of the use of artificial intelligence in logistics systems and digital marketing strategies of companies. The aim of the study is to determine the impact on companies of the simultaneous use of logistics and digital marketing based on artificial intelligence in the promotion and sale of products on domestic and foreign markets. The methodology used in this study includes a statistical analysis of the dynamics of the logistics market and the artificial intelligence market, as well as specialised software for digital marketing. A comprehensive study of scientific works has made it possible to identify the main trends in the development of artificial intelligence, logistics and digital marketing. The processes of globalisation and digitalisation are encouraging companies to actively adopt innovative technologies in order to secure a highly competitive position in the long term, which is stimulating relevant scientific research. The creation of personalised recommendations based on machine learning algorithms and the reduction of the time taken to deliver products to users, with the involvement of autonomous robotic couriers, make it possible to increase the popularity of the company on the market. AI engagement targets Generation Y, Z and Alpha users who are active consumers of products and interested in innovation in the promotion and delivery of goods and services. Stimulating demand on the internet using digital marketing tools based on artificial intelligence involves identifying highly specialised groups of users, interacting with them based on specific communication patterns and using relevant content. Thanks to AI, modern content can be generated and promptly placed on specialised social media, stimulating user interest in relevant brands. For modern companies, the combination of artificial intelligence, logistics and digital marketing is an important area of activity that relates to long-term strategic tasks and enables the achievement of optimal economic results.

Citizen Participation for Sustainability and Resilience: A Generational Cohort Perspective on Community Brand Identity Perceptions and Development Priorities in a Rural Community

Citizen participation is deemed to be crucial for sustainability and resilience planning. However, generational equity has been missing from recent academic discussions regarding sustainability and resilience. Therefore, the purpose of this paper is to reintroduce the topic of the existence or absence of an intergenerational consensus on the example of a rural community and its perceived brand image attributes and development priorities. The research is based on primary data collected through an online survey, with a sample size of N = 808 respondents in Neunkirchen-Seelscheid, Germany. The data were analyzed using the Kruskal–Wallis test for the presence and/or absence of consensus among the five generations regarding brand image attributes and development priorities. The findings point to divergence between what the median values indicate as the most relevant brand image attributes and development priorities among the citizens and the areas where the Kruskal–Wallis test shows that an intergenerational consensus either does or does not exist. The results imply the need for new concepts and applied approaches to citizen participation for sustainability and resilience, where intergenerational dialogue and equity-building take center stage. In addition to the importance of the theory of citizen participation for sustainability and resilience, our results provide ample evidence for how sustainability and resilience planning documents could potentially benefit from deploying the concept of intergenerational equity. The present research provides sustainability and political science with new conceptual and methodological approaches for taking intergenerational equity into account in regional planning processes in rural and other areas.

The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type

PurposeThis study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of fashion brand type (luxury and sports).Design/methodology/approachOnline game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM).FindingsCollaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between variables according to the brand.Research limitations/implicationsResearch on collaboration with the online environment is limited. This study provides theoretical background for future research and suggests multiple items to measure collaboration product attributes.Practical implicationsFashion brands can utilize online games to extend target markets. However, consumers perceive collaboration products differently depending on the brand types. Thus, companies should consider brand characteristics or identity when designing collaboration products with online games.Originality/valueThis study focuses on collaboration of fashion brands in the online environment. The results will help fashion brands establish relevant brand extension strategies.

A REVIEW ON DOMAIN INNOVATIONS IN E-COMMERCE PROJECTS

With the development of the internet and digital platforms, the interest in digital platforms is increasing day by day. The selection of domains to be used in e-commerce projects is becoming more complex day by day with the increasing number of users, demands and expectations. When evaluated in terms of the formation of a brand and its advertising aspect, it is seen that valuable domains (domain name) are too important to be idle. This situation forces sector representatives to make innovations on domains. For this purpose, in the first part of the study, comprehensive topics and data such as backlink queries, spam scores and metrics on the concept of domain were examined and evaluated. In the other part of the study, a literature review on domain innovations of e-commerce companies was made and examples of innovations in this field were presented. The contribution of the study to the literature is to emphasize the defining features of the domain for the people or institutions that create, develop or will develop the infrastructure of e-commerce projects and to point out the not very common and unknown domain innovations. According to the results obtained from here, it is seen that individuals or institutions should not stay out of the digital world, follow the developments and prefer domains that are as short as possible, catchy, readable as they are written, and do not exceed two or three syllables at most. In addition, it will help to prevent problems that may be encountered later, for all users who need domain names in e-commerce projects, taking brand registrations, product design patents, and entering the e-commerce sector, taking into account the relevant brand class codes regarding the preferred domain. It is envisaged that in the future, artificial intelligence systems can be created that can detect and produce domains suitable for needs by developing algorithms that generate smart domains to be used in e-commerce projects, directing and following processes, providing feedback, and designing systems that give warnings. At this stage, for algorithms and systems that can be developed in the future, issues such as "metrics, the functioning of trade sites and ICANN Institution, things to consider in e-commerce sales and post-sales, legal issues in the recent past", which are discussed in this study, are a resource for researchers in solving processes and returns. capable of creating.

Building brand meaning in social entrepreneurship organizations: the social impact brand model

In the face of numerous complex challenges at the ecological, economic, and social levels, Social Entrepreneurship Organizations (SEOs) offer an approach that is both solution-oriented and future-oriented by combining profitability and purpose. However, the achievement of social goals is closely linked to the ability to operate successfully in competitive environments, in which differentiation strategies, in particular the creation of strong and authentic brands, are vital to survival. Although the new paradigm of brand management, the so-called co-creative paradigm, has been extensively researched in recent decades both in the for-profit and non-profit contexts, there is still scarce empirical research addressing the field of SEOs. To exploit the potential that the co-creation paradigm offers for SEOs, our paper introduces a social impact brand model (SIBM), which sheds new light on the design process of social entrepreneurial brand meaning. The findings identify key drivers in creating SEO brands by focusing on a dual-brand core that consists of an impact mission orientation and an entrepreneurial orientation, internal branding activities, the founder's personal brand, and relevant brand (co-)creators. By aligning their brand management activities with the SIBM, SEOs can create brands that have authentic and stable brand meanings while managing stakeholder groups' various expectations.

Brand management and sustainability: exploring potential for the transformative power of brands

The aim of this Special Edition of six papers is to advance our knowledge of the role that brands can adopt in meeting various objectives of sustainability. Each article advances important insights on complementary aspects of sustainability and branding which we frame around a capabilities framework that reflects the dynamic need to meet shifting societal expectations. Specifically, the papers highlight the need to critically research, understand and communicate effectively to key audiences before investing in sustainability or corporate social responsibility (CSR). Each of the papers represents one or more capabilities. The first capability represents achieving a relevant brand fit of values—whether via green environmentalism, via establishing corporate brand impressions, or through adopting types of CSR whose effectiveness might vary between luxury and mass-market brands. The second capability represents acquiring sensitivity to worldview beliefs or through careful framing of CSR that can impact differentially on commitment and brand attitudes. The third capability represents alignment of stakeholder values through collaboration. Finally, we suggest future research directions of sustainable brand practices, including studies into the internal capabilities of brands and how different groups of stakeholders might interact with brands.

Формування екосистеми інтегрованих маркетингових бренд-комунікацій в умовах воєнного стану

Abstract The article emphasizes the need for radical changes in the rules of doing business, algorithms for building communication channels with contact audiences, methodologies for the formation of entrepreneurial brand strategies in martial law. The influence of military actions on the functioning of business and the construction of strategic brand communications has been studied. The practice of management and opportunities for the development of ecosystems of Ukrainian brands in these conditions are identified. The necessity of search, selection and implementation of relevant brand strategies of wartime in accordance with the global trends of behavioral economy and the norms of modern legislation is substantiated. It is emphasized that enterprises need to set priorities in internal and external strategic communications. The described recommendations will significantly increase the transparency integrated communications, strengthen the filters at the "entrance" and "exit", focus on real business goals and results, meet the demands of openness, honesty and humanity, social responsibility. Emphasis is placed on the fact that communication strategists need to be flexible in choosing information channels, demonstrate readiness for honest dialogue with contact audiences, respond to the growing demand for direct communication, take into account consumer values and cultural orientations in certain areas of business location and relocation. able to compromise, stress-resistant, reduce the degree of emotion, direct content to the union, not separation, to participate in volunteer projects to help the country, vulnerable groups and the Armed Forces of Ukraine. It is determined that the Ukrainian identity becomes an important bonus in bringing goods and services to international markets, a contribution to the future marketing of the business ecosystem and a platform for creating related mutually beneficial projects. Key words: business ecosystem, brand communications, integrated marketing communications, brand strategies.

Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective

Place branding often builds upon gastro-cultural features. Yet, the convergence point between gastro-cultural place identity and the experience on offer could (and should) further benefit from contemporary studies in emerging fields, such as value co-creation and the identity-based approach to place branding. This study contributes towards this direction by examining the practices of relevant actors with main place branding authority. Drawing from their online information and presence, a thematic analysis of relevant brands in Greece and Turkey illustrates that operand and operant resource integration reflect the synergies developed between the gastronomic culture in, for, of the place. Further, actors’ intention to co-create the brand influences and is influenced by the brand. Theoretical and practical insights are derived from this study, which may direct future research and inform policymakers about sustainable, inclusive approaches.

Research on Hotair and 7SL-RNA Gene Expression Levels in Psoriasis Vulgaris.

Backgrounds:Mutation of protein-coding genes and non-coding genes is a factor in psoriasis etiology. Non-coding RNA (ncRNA), which does not have protein-coding capacity, is available in the human genome. HOTAIR (HOX Antisense Intergenic RNA) and 7SL-RNA are known as ncRNA. They may play a role in psoriasis pathogenesis.Aims:In our study, we aimed to investigate the level of HOTAIR and 7SL-RNA gene expression in the lesional and perilesional healthy skin of psoriasis patients.Methods:Total RNA isolation from the skin samples was achieved by modifying the RNeasy Mini Kit (Qiagen, Cat No: 74104) protocol. Real Time Polymerase Chain Reaction (qPCR) phase was performed in accordance with the protocol of the relevant brand (WizPure qPCR).Results:7SL-RNA gene expression decreased in the skin with psoriatic lesions (FC: 0.01; p: 0.028), and this decrease was statistically significant. HOTAIR gene expression decreased (FC: 0.92; p: 0.218), but this decrease was not statistically significant.Conclusions:lncRNAs may play a role in the pathogenesis of psoriasis disease.

On the relationships between digital brand evidence, relationship quality and behavioural intentions among online tourism agencies’ customers

This paper aims to propose and empirically validate a measure of brand evidence of Online Travel Agencies (OTA), representing all relevant brand associations that customers are doing when evaluating an online brand, and then investigate its effect in building strong consumer-brand relationships and creating favourable consumer behavioural intentions. To check the validity of the proposed model, a survey of 971 users of OTA platforms in Greece was conducted and data was analysed with PLS. Results fully support the validity of the proposed brand evidence index, as several OTA’s brand related associations that a customer develops, before and during service encounters, shape the index expressing brand evidence. Furthermore, the findings confirmed the significant effects of brand evidence on both brand relationships quality and consumer behavioural intentions towards the brand. The current research effort significantly contributes to the field of digital booking services, as it appears to be the first to measure digital brand evidence and investigate their role to strengthen consumer-brand relationships.

National happiness index monitoring using Twitter for bilanguages

Nowadays, social media have become one of the most important methods of communication that provide a real-time and rich source of information, including sentiments. Understanding the population sentiment is a key goal for organisations and governments. In recent years, quite a lot of research has been done on sentiment analysis from social media. However, all the work in the state of the art is focused on a specific pre-defined subset of tweets, e.g. sentiment analysis via keywords search from tweets for relevant brands, products, services, events and so forth. Monitoring the general sentiment at national level through the whole social media stream is not done due to the challenges of filtering sentiment-irrelevant information, diversity of vocabulary usage in general tweets across topics causing low accuracy and the need for bilingual or multilingual models. This paper proposes a system for general population sentiment monitoring from a social media stream (Twitter), through comprehensive multi-level filters, and our proposed improved latent Dirichlet allocation (LDA) (Wang et al. in ACM Trans Internet Technol 18(1):1–23, 2017; Wang and Al-Rubaie in Appl Soft Comput 33:250–262, 2015; https://patents.google.com/patent/US20170293597A1/en) method for sentiment classification. Experiments show that our proposed improved LDA for sentiment analysis yields the best results, and also validate our proposed system for national sentiment monitoring in Abu Dhabi using twitter.

How to Make Phoenix to Arise from the Ashes: Brand Loyalty as a Prospective Pillar of Branding in Tourism after Crisis COVID-19

Current global situation has radically examined the applicability of many managerial patterns which have been created so far. The reason is that crisis COVID-19 has changed not only established frameworks of managerial practice but also functional frameworks of consumer behaviour. There is no guaranty of occurring forecasted scenarios of market development. Black swan has flown also over the brands which have been traditionally perceived as valuable. So, the aim of this paper is to discuss brand loyalty as a prospective pillar of brand value resuscitation in tourism and to identify relevant brand value sources significant to brands characterised by loyalty. On the case study of Slovak consumer perception of brand value sources, it is possible to verify so far formulated postulates and modified theories, which take into account relevance of national psychographic specifics. Primary data used in the presented study were obtained by our own survey carried out on the sample of 2,000 respondents. The given data were statistically evaluated by the factor analysis supported by implementation of KMO Test, Barlett's test of sphericity and calculation of Cronbach's Alpha for relevant brand loyalty sources in tourism. By providing this statistical evaluation of the results, it has been possible to identify relevant brand value sources which are suitable to modify methodological apparatus of brand value building and management.

Communication of brands on social sites during the COVID-19 pandemic in the context of globalization

Research background: The global coronavirus crisis has become a household name across all segments of digital marketing communication. Whereas some brands primarily focused their communication on corporate social responsibility at that time (from March to May 2020). What and how the brands were communicated on social sites within the pandemic marketing communication can become a significant finding for the research into CSR or changes of digital behaviour of certain brands. Purpose of the article: The purpose of the paper is to analyse and subsequently compare the content of a relevant brand to be published on Facebook in the context of globalization and during the first COVID-19 outbreak. In the paper, the authors dealt with the McDonald’s and their communication and content to be published on Facebook within a specific time period (March to May 2020) in particular markets. Methods: The authors intended to analyse content and format papers that were published and subsequently analysed - content or format consistency is the essence of social sites communication. The quantitative part will consist of the content analysis of key words and at the same time, the size and economic power of the target audience and their reactions will be observed. The qualitative part will entail evaluation of communication, content and current communication. Findings & Value added: There is a question if and what a relevant brand communicated to their consumers and fans on social sites during the COVID-19 outbreak or the state of emergency, as being responsible and staying home was the most effective vaccine against the COVID-19 pandemic.