Shaping Consumer Perceptions Research Articles

Impact of Online Reviews on Brand Reputation and Customer Purchase Behaviors in Online Retail Market

This study investigates the impact of online reviews on brand reputation and customer purchase behavior within the digital commerce landscape. Recognizing the critical role of online customer evaluations in shaping consumer perceptions and decisions, the research synthesizes empirical findings, theoretical insights, and practical observations to explore the dynamics between online reviews, brand reputation, and purchasing actions. Utilizing a quantitative approach, the study employs surveys based on a purposive sampling strategy to collect data from 100 participants, assessing their opinions on online reviews' influence on their purchasing decisions through a Likert-scale questionnaire. Analysis of the data through frequency distribution, descriptive, and inferential statistics reveals significant insights into how online reviews affect consumer behavior and brand perception. The findings highlight a pronounced reliance on online reviews among consumers, with positive reviews significantly enhancing the likelihood of purchases. Age and gender emerge as notable demographic factors influencing the impact of reviews, with younger and female respondents showing greater receptiveness to online evaluations. Despite the study's contributions to understanding online review impacts, it acknowledges limitations such as potential response bias and suggests future research could benefit from a mixed-methods approach for deeper insights. This research enriches the discourse on digital marketing strategies by emphasizing the importance of managing online reviews to bolster brand reputation and stimulate consumer purchase behavior.

Relationship between Corporate Social Responsibility (CSR) Initiatives and Brand Loyalty in Emerging Markets

Purpose: The aim of the study was to assess the relationship between corporate social responsibility (CSR) initiatives and brand loyalty in emerging markets. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The relationship between Corporate Social Responsibility (CSR) initiatives and brand loyalty in emerging markets is a complex interplay of various factors. Studies suggest that CSR initiatives positively influence brand loyalty in these markets, as consumers tend to perceive socially responsible companies more favorably and are more likely to develop strong emotional connections with such brands. However, the effectiveness of CSR initiatives in building brand loyalty can vary depending on the specific context of the emerging market, including cultural, economic, and regulatory factors. Moreover, the authenticity and transparency of CSR efforts play a crucial role in shaping consumer perceptions and trust towards the brand. Companies that genuinely integrate CSR into their business strategies and demonstrate tangible social and environmental impact are more likely to enjoy long-term loyalty from consumers in emerging markets. Additionally, engaging in community development programs and addressing local societal needs can further enhance brand loyalty by fostering a sense of goodwill and reciprocity among consumers. Implications to Theory, Practice and Policy: Stakeholder theory, social identity theory and institutional theory may be use to anchor future studies on assessing the relationship between corporate social responsibility (CSR) initiatives and brand loyalty in emerging markets. Develop CSR initiatives that are tailored to the socio-economic, cultural, and regional contexts of specific emerging markets, aligning them with the prevalent concerns and values of local consumers to enhance brand loyalty. Implement policies that incentivize and encourage businesses operating in emerging markets to adopt CSR practices, recognizing the potential of CSR initiatives to drive brand loyalty while contributing to positive social and environmental outcomes.

Impact of product design and sales promotion on eiger customer loyalty

The needs of society and developing lifestyles will result in hobbies also developing, such as the hobby of adventuring in the wild. One brand of outdoor equipment is Eiger. This research analyzes the influence of Product Design and sales Promotion on Customer Loyalty through Consumer Satisfaction. The object of this research is the Eiger product in Kudus. The data used in this research was by distributing questionnaires via online form. The instrument test in this study used a reliability test and validity test. The analytical tool in this research uses SEM-AMOS. This research shows that product design has no effect on consumer satisfaction. Sales promotions have a positive and significant effect on consumer satisfaction. Product design has a positive and significant effect on customer loyalty. Sales promotions do not affect customer loyalty. Consumer satisfaction does not affect customer loyalty. Product design and sales promotions on customer loyalty through consumer satisfaction have a weak mediating influence. Product design, sales promotions, and consumer satisfaction are important in shaping consumer perceptions of loyalty. This perception will influence customer attitudes and behavior. Therefore, companies must design good strategies so that consumers can behave and behave as expected.

Influencer Marketing Strategies And The Use Of Ai Technology In Enhancing Brand Awareness: A Case Study In The Fashion Industry

This article explores the intricate dynamics of the fashion industry, focusing on PT. SRB Depot Tj. Pura. The study investigates the direct and indirect effects of Influencer Marketing and AI Technology on the Fashion Industry and Enhancing Brand. Through a comprehensive path analysis, the research reveals that Influencer Marketing significantly influences both the Fashion Industry and Brand Enhancement, both directly and indirectly through the Fashion Industry. These findings underscore the influential role of influencer-driven strategies in shaping consumer perceptions and fostering positive brand associations. However, the analysis does not provide statistically significant evidence for the direct or indirect impact of AI Technology on the Fashion Industry or Brand Enhancement within the observed context. The results emphasize the nuanced nature of these relationships, highlighting the pivotal role of the Fashion Industry as a mediator in the influence of Influencer Marketing on Brand Enhancement. This research contributes valuable insights for businesses, suggesting that strategic investments in influencer marketing can play a significant role in shaping brand perceptions within the dynamic landscape of the fashion industry.
 Keywords: Marketing Strategies, AI Technology, Enhancing Brand Awareness, Fashion Industry

An Investigation into Psychological Influence Techniques Using Language and Visuals in Milk Advertising in English and Vietnamese

This study delves into the realm of advertising psychology, specifically focusing on the employment of psychological influence techniques in milk advertisements in both English and Vietnamese. In the contemporary advertising landscape, where consumers are constantly bombarded with messages, understanding the nuances of psychological tactics becomes imperative for marketers. The research explores various elements integral to advertising effectiveness, including language, imagery, color, headlines, design style, brand logos, messages, and calls to action. Emphasizing the pivotal role of imagery, the study investigates how visuals create initial impressions and captivate viewer attention. Additionally, it scrutinizes the impact of advertising language, a specialized form of communication designed to elicit specific reactions and behaviors from the target audience. Drawing on a theoretical foundation rooted in Halliday's social semiotics, the research builds upon Leeuwen's advancements in semiotic theory, proposing 33 techniques that leverage language and imagery to influence consumer psychology. To provide empirical insights, the study utilizes a system of techniques put forth by the authors: Andrews, Van Leeuwen, Van Baaren (2013). Through the analysis of English and Vietnamese milk advertisements, this investigation aims to elucidate the nuanced effects of language and imagery in shaping consumer perceptions and behaviors within the context of milk advertising.

The Impact Of Online Marketing Using Influencer Services In Sungai Enam Otak-Otak Village, Indonesia

This research explores the effect of online marketing through influencer collaborations on the sales and brand awareness of otak-otak products from Sungai Enam Otak-Otak Village. The primary objective is to understand how influencer endorsements influence consumer purchase intentions and ultimately drive sales growth. In an increasingly digital marketplace, social media influencers have become powerful marketing tools, especially for small local businesses looking to broaden their customer base. This study examines how influencer endorsements can shape consumer perceptions and boost brand visibility, leading to increased sales volume for otak-otak products. By analyzing data on consumer reactions, sales figures, and social media engagement, this research provides practical insights for local businesses in utilizing influencer marketing as a strategy to enhance brand awareness and market penetration. The findings are expected to highlight the significance of online marketing strategies in building strong brand connections with consumers. Ultimately, the results of this study can assist local businesses in making informed decisions when developing their marketing plans, especially in the competitive food industry. Understanding the role of social media influencers in driving consumer behavior is critical for future marketing success.

Elevating Purchase Intentions: The Resonance of Electronic Word of Mouth (eWOM)

This research investigates the influential power of Electronic Word of Mouth (eWOM) in elevating purchase intentions among consumers. In the digital age, eWOM has emerged as a dynamic force shaping consumer behavior and brand preferences. This study aims to unravel the mechanisms through which eWOM resonates with consumers, impacting their intentions to make purchases. The research objectives are meticulously defined, focusing on the identification of key eWOM factors, an examination of their impact on consumer perceptions, and an exploration of how these factors influence purchase intentions. A comprehensive review of existing literature in the field sets the stage for this inquiry. To ensure robust findings, the study employs rigorous participant selection methods, embracing diversity across demographics and consumer segments. Data collection strategies encompass surveys, interviews, and analysis of online interactions, underpinned by ethical considerations such as informed consent and privacy protection. The findings of this research illuminate the significant role of eWOM in shaping consumer perceptions and purchase intentions. It offers valuable insights for businesses, marketers, and digital platforms seeking to harness the potential of eWOM as a strategic tool for brand promotion and customer engagement. By shedding light on the resonance of eWOM in the modern marketplace, this study contributes to the evolving discourse on digital marketing and consumer behavior. It equips businesses with actionable strategies to leverage eWOM effectively, fostering brand loyalty and driving purchase intentions in an increasingly interconnected and digital world.

Study The Role of CSR Initiatives in Shaping Consumer Perceptions and Brand Reputation

Study The Role of CSR Initiatives in Shaping Consumer Perceptions and Brand Reputation

Ideologies Celebrities Represent in Television Advertisement in Kenya: A Case of Downy Lavender

This study focuses on the ideologies that celebrities convey in television advertisement in Kenya. Celebrity endorsements have become pervasive mode of communication in advertising. The idea is intended to shape consumer perceptions on purchasing decisions. Assessing the effectiveness of existing regulatory frameworks in ensuring responsible portrayal of ideologies by celebrities in television advertisement, is crucial for promoting ethical advertising practices. The study therefore analyzes the modes of signification (visual and verbal cues) to uncover the underlying messages communicated through the portrayal of Lulu Hassan (news anchor) in the advertisement of Downy Lavender. By adopting a multimodal discourse analysis approach, the study investigates the linguistic and visual strategies employed to construct celebrity personas to convey specific ideologies. The study examines how the celebrity is depicted in the advertisement and the messages the celebrity endorses to influence consumer attitude and behavior. The findings reveal that the celebrity is represented in the television advertisement of Downy lavender, to highlight themes such as luxury, sophistication, freshness, and trustworthiness. These depicts the ideologies of gender norms, attitude towards luxury, beauty standards, social status and aspirations for advancement. These findings contribute to understanding the complex dynamics of advertising in Kenya’s media landscape, using celebrities. The findings are intended to provide valuable insights to advertisers on creating content for advertisement.

The Voice of Design: Exploring the Application and Impact of Contemporary Design Studies in the Art of Communication

The article "The Voice of Design: Exploring the Application and Impact of Contemporary Design Studies in the Art of Communication" delves into the dynamic role of design in the realm of communication arts. It emphasizes the evolution of design from traditional practices to contemporary approaches, underlining the integration of technology and the shift from print to digital media. This exploration highlights the fundamental principles of contemporary design, including aesthetics, functionality, and user experience, and how these elements serve as pivotal tools in effective communication. The article examines the significant impact of design on branding and marketing, showcasing how visual elements influence consumer perception and brand identity. Ethical considerations in contemporary design, such as sustainable practices and social responsibility, are also discussed. Looking forward, the article predicts emerging trends, the role of AI and automation in design, and the future landscape of design in the digital era. This comprehensive analysis aims to provide insights into the transformative power of design in communication and its evolving role in shaping consumer perceptions and the digital landscape.

The Influence of Argument Quality and Information Richness on Trust in Halal Cosmetic Reviews

In the digital age, halal cosmetic products are becoming increasingly popular. Online reviews play an important role in consumers' purchasing decisions, as they cannot see and check the quality of the products directly, but only through the screens of their gadgets. Under Islamic law, the consumption of halal cosmetics is not only obligatory but also a lifestyle choice. The purpose of this study was to examine the effect of argument quality and information richness on perceptions of information quality and trustworthiness of halal product reviews on the Shopee platform. We utilized a survey design involving 120 participants and applied ANOVA with a regression approach for analysis. Our results show that argument quality and information richness have a positive impact on perceived information quality. Furthermore, perceived information quality positively affects trust in halal product reviews. The results highlight the importance of providing high quality arguments and information in online reviews to increase consumer trust in halal cosmetic products. Furthermore, this study highlights the role of the Shopee platform in shaping consumer perceptions of online reviews, especially in the context of halal cosmetics. Marketers can use these findings to enhance their brand credibility and increase consumer trust through high-quality online product reviews. This study is useful for muslim marketers so that they can increase sales by motivating consumers to provide quality reviews that can be adopted by other consumers.

Antecedents of marketing climate change adaption construction materials: Evidence from Ghana

Purpose: Climate Change affects all countries in the world. It impacts negatively on the living conditions of humankind, especially livelihood, temperature change, rainfall regime, and rise in tidal waves. Design/Methodology/Approach: The population in the real estate industry. A descriptive design was used, including questionnaires, to gather data. Since the study sought to examine the willingness to purchase accordingly, a logit regression model was used to predict the likelihood that the dependent variable willingness to pay (WTP) equals 1 (rather than 0). Findings: Income level, price of the products, respondent’s age, gender, and availability of policies concerning eco-friendly products and identified associated health risks positively influence respondents’ WTP. The study reveals that in the real estate sector of the Ghanaian economy, there is a positive WTP eco-friendly roofing product; hence, entrepreneurs and investors should take advantage of the urgency to reduce the impact of climate change in Ghana by investing in eco-friendly products for both the real estate and construction sectors of the economy. Recommendations: The results show that any eco-friendly roof material must raise consumer awareness about the effects of climate change and shape consumer perceptions.

Impact of circular economy information on sensory acceptability, purchase intention and perceived value of upcycled foods by young consumers

The acceptability of upcycled foods is influenced by individual, context and product-related factors. This study aimed at investigating the impact of circular economy (CE) information on consumers’ sensory acceptability, purchase intention and perceived value of upcycled foods, taking into account eating behaviours and personality traits that could be related to the consumers' sustainable consumption habits. To this aim, a group of young subjects (n = 80, 18-35 years old) participated in a two-step study. Firstly, an online questionnaire was administered to participants to gather information about their individual characteristics. Then, participants were divided into two groups, one receiving CE information (CE+) and one not receiving it (CE-), and they were asked to indicate the sensory acceptability, purchase intention and the perceived value of three upcycled foods, such as biscuits with grape pomace flour, beer brewed with leftover bread and a dairy product made from recovered crushed cheese. Questionnaire results showed that high individual responsibility, interest in healthy foods and high awareness of the social impact of their behaviours could be linked to a positive purchase intention for upcycled foods, as opposed to individual disgust sensitivity. No significant effect of CE information (p > 0.05) on sensory acceptability and purchase intention of all three upcycled foods was observed. Moreover, application of Principal Component Analysis (PCA) to the sensory data resulted in satisfactory classification of upcycled foods in terms of perceived values, explaining 86.83% of data variability: the first principal component discriminated samples according to product category whereas the second principal component was able to clearly separate products according to CE information. Findings from this study provided valuable insights into the key individual characteristics that impact sustainable consumption habits, also highlighting the role of communication strategies in shaping consumer perceptions of upcycled foods so as to encourage a more sustainable consumption behaviour.

Uncovering the quality factors driving the success of mobile payment apps

This study comprehensively analyzed the key quality factors of mobile payment applications that shape consumer perceptions and their influence on market performance. Leveraging text analytics techniques, including Latent Dirichlet Allocation (LDA) topic modeling and sentence-level sentiment analysis, we analyzed a vast dataset of 230,940 reviews of nine mobile payment apps. Our investigation revealed four significant quality factors discussed in online consumer reviews: payment convenience, security, customer service, and app design. Crucially, this study demonstrated the substantial impact of positive and negative evaluations of these factors on the market performance of mobile payment apps, with numerical ratings acting as mediators. This study breaks new ground by empirically validating the link between post-usage evaluations and the app success. Additionally, it also empirically validated the link between post-usage evaluations and app success, elucidating the role of quality factors. The insights can empower app developers and marketers to enhance user experience and attain market dominance.

CSR commitment and consumer situational scepticism of luxury brands: antecedents, moderator and outcomes

Purpose This study aims to investigate the moderating role of corporate social responsibility (CSR) commitment in the relationships between antecedents and outcomes of consumer situational scepticism towards luxury brands. Design/methodology/approach The study used a questionnaire administered through a consumer panel, using established scales. A 2 (fictional, non-fictional) × 2 (low commitment, high commitment) factorial experimental design with four cells was implemented. Findings The results revealed that values-driven motives were associated with lower consumer situational scepticism, whereas egoistic-driven motives were linked to higher levels of consumer situational scepticism, regardless of the CSR commitment level of the luxury brand. However, the impact of strategic-driven motives and stakeholder-driven motives on consumer situational scepticism was only significant within the low commitment condition. Consumer situational scepticism was found to lead to lower brand resonance and resilience to negative information in both low and high commitment conditions. Originality/value This study contributes new knowledge by highlighting the crucial role of motives in shaping consumer perceptions, including scepticism, brand resonance and resilience to negative information, ultimately influencing consumer advocacy. The study further demonstrates that high commitment weakens the relationship between strategic-driven and stakeholder-driven motives and consumer scepticism. Moreover, high commitment also weakens the relationship between scepticism and the key outcomes examined in the study.

BRAND ATTACHMENT, BRAND EXPERIENCE, BRAND IMAGE, PERCIEVED QUALITY, PERCEIVED VALUE, AND BRAND LOYALTY

This research investigated the relationship between brand attachment, brand experience, and brand image, and their influence on perceived quality, perceived value, and brand loyalty, with a specific focus on the Mashhad Leather brand in Iran. Employing an applied and descriptive research approach, the study utilized a comprehensive survey method facilitated by a standard questionnaire to gather data from a diverse group of 386 Mashhad Leather consumers. Leveraging the SmartPLS software for rigorous analysis, the study uncovered several crucial findings that shed light on the dynamics between the aforementioned variables. The results underscore the substantial impact of brand attachment, brand experience, and brand image on the perceived quality of Mashhad Leather products, highlighting the significance of emotional and experiential connections in shaping consumer perceptions. Additionally, the study reveals a robust correlation between perceived quality and perceived value, indicating that consumers' judgments of product excellence significantly shape their assessment of the brand's worth. Notably, the research findings establish perceived value as a key driver of brand loyalty, emphasizing the pivotal role it plays in fostering enduring customer-brand relationships.

The Impact of Sustainability Advertising on the Purchase Intention of Indonesian Consumers

This study delves into the increasing demand for sustainable fashion products due to the fashion industry's negative environmental impact. However, limited knowledge exists regarding consumer perceptions and purchase behaviors concerning sustainability in fashion. Employing a mixed-methods approach, this research investigates the influence of sustainability advertising on consumer perceptions and purchase behaviors regarding sustainable fashion products. To achieve this, expert interviews were conducted with a purposively selected sample, complemented by a survey questionnaire with a larger group of participants. The results indicate that sustainability advertising has a positive impact on consumer perceptions of sustainable fashion products. Consumers exhibit heightened awareness of the environmental consequences of the fashion industry, leading them to seek more sustainable alternatives. Credible, informative, and value-aligned sustainability advertising has a more significant influence on consumers. Regarding purchase behaviors, the relationship is more intricate. Various factors emerged that can further shape consumer perceptions and behaviors in sustainable fashion, including the individual's level of environmental awareness, personal values, social norms, and perceived price premium of sustainable products. These findings carry significant implications for both brands and consumers. This study provides valuable interdisciplinary insights into the intricate dynamics of sustainability advertising's impact on consumer perceptions and purchase behaviors in a sustainable fashion. It identifies critical factors influencing consumer decision-making and highlights the potential of credible sustainability advertising to drive sustainable fashion consumption. Armed with these insights, brands can design more effective sustainability advertising campaigns, while consumers can make informed choices, contributing to a more sustainable future for the fashion industry.

The Impact of Brand Society and Narrative Branding on Brand Image and its Implications on Consumer Purchase Behavior: A Case Study of Luxury Fashion Brands in Jakarta

Objetive: This study delves into the fascinating world of luxury fashion, investigating the influence of brand society and narrative branding on brand image and consumer purchase behavior.
 
 Method: Through the analysis of data collected from 204 respondents via online questionnaires and employing Structural Equation Modeling (SEM) with Smart PLS software, the research uncovers valuable insights. Notably, the study introduces the novel concept of brand society, emphasizing the importance of fostering a sense of community and exclusivity among luxury fashion brand consumers. Additionally, it sheds light on the impact of narrative branding, highlighting the significance of storytelling techniques in shaping consumer perceptions.
 
 Implications: The interplay between brand society, narrative branding, brand image, and consumer purchase behavior is explored, leading to a comprehensive understanding of these relationships within the luxury fashion context. The implications of these findings for luxury fashion brands are substantial. To cultivate consumer loyalty and stimulate purchase intentions, brands are advised to establish a strong brand society through exclusive events, loyalty programs, and online platforms. Moreover, employing effective narrative branding strategies that forge emotional connections and effectively communicate brand values can enhance brand image and customer engagement.
 
 Results and conclusion: The study enriches our comprehension of the social dynamics and storytelling strategies within the luxury fashion industry. By providing practical guidance for brand managers and marketers, it aids in creating engaging brand experiences, strengthening consumer relationships, and driving purchase behavior in the highly competitive luxury fashion market.

The Influence of Marketing Strategy and Marketing Mix on Marketing Performance of Ready to Drink Beverages Through Brand Image

Purpose: The purpose of this study is to determine the effect of Marketing Strategy and Marketing Mix on Marketing Performance with Brand Image as an intervening variable on ready-to-drink consumers. Theoretical framework: This study is built upon the concepts of marketing strategy, marketing mix, brand image, and marketing performance. These variables are interrelated and are expected to have direct and indirect effects on each other within the context of ready-to-drink consumers. Design/methodology/approach: The method used in this study is primary data collection through distributing questionnaires to ready-to-drink consumers. The number of samples used was 100 people. The data analysis technique employed in this study is Structural Equation Modeling (SEM) using smartPLS assistance. SEM is used to test the relationships between variables and to solve the formulated problems and hypotheses in the study. Findings: The results indicate several significant relationships between the variables. Specifically, Marketing Mix has a positive and significant effect on Purchasing Decisions, Brand Image has a significant effect on Purchasing Decisions, Marketing Strategy has a significant effect on Purchase Interest, and Marketing Mix has a significant effect on Purchase Interest. Additionally, Marketing Strategy has a significant effect on Marketing Performance through Brand Image, and Marketing Mix has an effect on Marketing Performance through Purchase Interest. The study also found that Brand Image has a positive and significant direct influence on the relationship between Marketing Strategy and Marketing Mix on purchasing decisions. Research, Practical & Social implications: The findings of this study highlights the role of Brand Image as an intervening variable in the relationship between Marketing Strategy and Marketing Mix, indicating the significance of branding in shaping consumer perceptions and decisions. The results suggest that marketers should focus on optimizing both Marketing Strategy and Marketing Mix to improve Marketing Performance and attract ready-to-drink consumers. Originality/value: This research lies in its examination of the relationships between Marketing Strategy, Marketing Mix, Brand Image, and Marketing Performance specifically in the context of ready-to-drink consumers. The focus on the specific product category of ready-to-drink beverages adds value to the existing literature in marketing research, providing insights for marketers seeking to enhance their strategies in this competitive market segment.

How Does Service Quality Improve Consumer Loyalty in Sports Fitness Centers? The Moderating Role of Sport Involvement

In the context of sports fitness centers, understanding the relationship between service quality and customer experience is crucial for enhancing customer loyalty and building long-term relationships. This study aims to explore the impact of service quality factors on customer satisfaction, trust, commitment, and loyalty, with a specific focus on the moderating role of sport involvement in shaping consumer experiences and perceptions. For this purpose, a cross-sectional survey was conducted with 606 consumers of sports fitness centers in Zhengzhou, China. The results of a latent moderated structural equation (LMS) analysis via Mplus version 8 indicate a positive relationship between tangibility, reliability, responsiveness, assurance, and empathy with customer satisfaction in sports fitness centers. Additionally, customer satisfaction positively affects trust and customer commitment, which in turn positively affect loyalty. Furthermore, sport involvement moderates the effects of reliability, responsiveness, assurance, and empathy on satisfaction. Finally, trust and commitment mediate the relationship between satisfaction and loyalty. The present study has theoretical implications through illuminating the process mechanism of the effect of service quality on consumer loyalty, and it empirically shows different patterns of consumer experiences depending on sport involvement. Additionally, the results provide practical implications for developing effective service quality in sports fitness centers.