Brand Management Research Articles

Brand Strategy And Business Performance: How Does Logo Changes Affect Sales And Stock Prices?

Branding strategy influences business performance significantly. This paper investigates how logo changes affect the sales and stock price. Previous research has focused on the importance of logo design. However, none have analyzed empirical data on actual companies that can be utilized to further interpret the real-world implications of existing restaurant brands. A quantitative, statistical analysis employing an ANOVA, Mann-Kendall, and a correlational test was conducted to determine whether a logo change had a particularly significant change, trend, and pattern on a restaurant brand’s stock price and revenue sales. Furthermore, company logos were categorized between logotypes (text) and combination marks (symbolism and text) to determine whether different types of logos have alternative effects. Results showed that a logo redesign didn’t have a significant effect on the stock price. However, there was a significant change in revenue sales after a logo change for certain companies after ~1-2 years with logotypes typically having more success.

P2P host brand management: conceptualization and utilization with a consumer behavioral economic approach

ABSTRACT P2P platforms offer accessibility to individuals aspiring to become micro-entrepreneurs by sharing their resources through online platforms. Among users of P2P platforms, there exists a common misconception that hosts merely list their properties as products under the platform’s brand. However, individual hosts on platforms actively establish and promote their own personal or host brand. Presently, recommending effective P2P brand management strategies for hosts to boost their performance and gain a competitive edge poses a challenge. This study achieves this through two main objectives: 1) conceptualizing the P2P brand and 2) examining the impact of host branding on consumer behavior.

Research on the Positioning and Development Strategy of Archaeopteryx Brand in Chinese Market

As people focus more and more on health, outdoor activities are becoming more and more popular, and Arcteryx, as a leading brand in outdoor activities, has received a lot of attention recently, this paper adopts the literature review and case law method around Arcteryxs itself, and researches on Arcteryxs market strategy, technological innovation, market adaption, market competitiveness, etc., one by one, and this thesis has certain reference value for the positioning and strategy of Arcteryx as well as other outdoor brands in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management, and digital application. This thesis has certain reference value for Arcteryx and other outdoor brands positioning and strategy in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management and digital application. It also points out that the brand recognition and product line concentration in Arcteryxs high-end market are relatively low, and the future should further explore the regional market performance, changes in consumer behavior and the application of virtual technology.

The Effect Of Online Retailers And Perceived Risk On Repurchase Intention Mediated By Trust

This study focuses on online retail consumers who actively make purchases through the leading e-commerce platform, namely Shopee. This study emphasizes more on consumer experience and psychological factors that influence their purchasing decisions. The purpose of this study is to investigate online retailers, perceived risk, and trust on online retail consumers' repurchase intention, by mediating the role of trust. This study aims to provide a better understanding of the factors that influence consumer repurchase intention in the context of e-commerce, so that it can provide valuable input for business practices in improving their marketing strategies and brand management. The sampling technique used is non-probability sampling that has and uses the online retail shopee. In this study, data was collected from 125 respondents who met the criteria. The results of the analysis show that online retailers on trust and trust on repurchase intention have a significant influence. The implications of this finding are that increasing repurchase intention through planned and consistent branding efforts can be the key to increasing consumer trust and preference.

Canva Rebranding and Product Photography Training for the Development of MSME Actors in Kenongo Village

The increasing competition in the Micro, Small, and Medium Enterprises (MSMEs) sector, particularly in the culinary field, necessitates effective branding strategies to enhance marketability. Despite the potential of rebranding to improve visibility and customer engagement, many MSMEs lack the skills to create compelling logos and packaging that reflect their brand identity. This study addresses this knowledge gap by implementing a training program in Kenongo Village focusing on rebranding using Canva and product photography. The primary aim of this training was to enhance the design capabilities of 16 MSME participants, particularly those without existing logos or employing simplistic packaging. Post-training assessments indicated a significant improvement in participants' understanding of rebranding concepts and their proficiency in utilizing the Canva application, resulting in logos and packaging that added value to their products and improved their market image. This training introduced participants to digital design tools, fostering a stronger visual identity for their businesses. While some participants experienced technical challenges due to varying levels of digital literacy, the training effectively motivated them to prioritize the development of their brand identity, suggesting that similar initiatives could be beneficial for other MSME groups seeking to enhance their competitiveness in the market. Highlights: Training Impact: Significant improvement in design skills and understanding of branding concepts among participants. Digital Literacy: Varying levels of digital skills presented challenges, highlighting the need for tailored training approaches. Market Competitiveness: Enhanced visual identity can lead to improved product image and broader market reach for MSMEs. Keywords: rebranding, MSMEs, Canva, product photography, culinary sector

Impact of Cause-Related Marketing on Brand Attitude: Systematic Review and Future Research Directions

ABSTRACT Cause-related marketing (CRM) is an effective brand strategy involving partnering with charities or causes. A decade of research indicates CRM influences brand attitude, which is a consumer’s liking for a brand or an item they have purchased. However, the literature on this relationship is ambiguous without giving clear convulsive insights. Hence, this review targets to elucidate the way CRM influence brand attitude. The current study employed the “Preferred Reporting Items for Systematic Reviews and Meta – Analysis” (PRISMA) to identify and select the studies included in the review. Further, the review employed the principles of concept matrix and thematic analysis to synthesize knowledge from the identified articles. In this study, CRM strategies are comprehensively examined in terms of how they build the attitude strength of corporate brands and influence cognitive, affective, and conative dimensions of brand attitude. The study findings reveal how CRM (a) influences, (b) strengthens, and (c) alters the consumer’s attitude regarding the brand. Furthermore, it presents potential research directions and a sequence of research questions along with its implications and limitations.

Consumer Responses to CSR News of Family Business Brands: An Experimental Approach

Consumer Responses to CSR News of Family Business Brands: An Experimental Approach

Brand Performance Development: Synthesis and Research Agenda

This study aimed to analyze the existing literature between 2010-2022 that covers brand performance as a highly relevant issue in the field of Brand Management and provide an accurate mapping of theoretical contributions by studying research outcomes, methods, approaches, and measurements, across empirical studies (MacInnis, 2011). Considering the potential influence of internal and external factors of the organization on brand performance, there needs to be more conceptual development and a systematic examination of how researchers in brand management should conceptualize and measure brand performance properly. The findings and future research agenda are presented under the TCCM Framework proposed by Paul and Rosado-Serrano (2019). The results suggest that 1) analyzing the characteristics and context of the market in which the brand is present before the definition of its evaluation is of the utmost importance, due to brand performance is the result of synergistic relationships between different internal and external factors, and stakeholders of the organization; 2) previous studies had focused on addressing multinational brands in developed markets, which make necessary to build new knowledge by considering the smaller brands, different types of markets and economies; and 3) identifying determinants of brand performance is as relevant as measuring it. Finally, we contributed with additional and actionable steps for researchers to systematically improve research and managerial practice in the future.

How Cultural Involvement in Different Brand Types Influences Willingness to Pay Premium: The Mediating Role of Brand Happiness.

This study examines the impact of cultural involvement on brand enriching benefits and consumers' willingness to pay a premium (WPP). Additionally, it explores the underlying mechanisms behind this impact. A partial least squares structural equation model was used to analyze the data collected from a pretest (N = 70) and an online survey (N = 1053) conducted in China. The moderating effect of brand type was examined using a multi-group analysis. The results indicate that cultural involvement has a significant and positive impact on brand enriching benefits, consequently enhancing consumers' WPP. Additionally, brand happiness mediates the relationship between brand enriching benefits and WPP. Through a multi-group analysis, the impact of brand culture on brand equity is found to be more pronounced in functional brands compared with symbolic brands. Additionally, high perceived quality facilitates the transformation of brand enriching benefits into WPP. Managers value the ability of a brand culture to create brand equity and implement differentiation strategies based on different brand types. It is critical for managers to use a culture and its rich benefits wisely and to consider consumer happiness in the brand experience. Although brand culture and its impact on brands are crucial, previous studies have only focused on qualitative analyses, while empirical research on the direct link between brand culture and equity has been lacking. This study empirically tests a conceptual model that elucidates the relationship between brand cultural involvement, brand enriching benefits, brand happiness, WPP, brand type, and perceived quality. It extends previous research and offers suggestions for academics and brand managers interested in effectively leveraging brand culture for brand building.

Public Sentiment Analysis of the Israel-Palestine Conflict on Social Media Using BERT

General background Israel-Palestine conflict has drawn significant global attention, particularly in how it is perceived and discussed on social media platforms. Specific background understanding public sentiment surrounding such geopolitical issues is crucial for media monitoring, diplomatic efforts, and reputation management. Knowledge gap previous sentiment analysis studies often lack the ability to accurately handle multilingual and context-rich datasets, especially in analyzing neutral sentiments, which are commonly overlooked. This study aims to apply the Bidirectional Encoder Representations from Transformers (BERT) model to analyze public sentiment towards the Israel-Palestine conflict on the X platform, focusing on Indonesian users. Results Using BERT, the model achieved 93% accuracy, with a precision of 0.95, recall of 0.93, and F1-score of 0.94. The model performed well in predicting positive and negative sentiments but showed room for improvement in handling neutral sentiment. Novelty this study introduces the implementation of the BERT Transformer model for the multilingual and context-sensitive sentiment analysis of tweets, specifically addressing a high-stakes geopolitical conflict. Implications the findings demonstrate the potential for using advanced natural language processing techniques like BERT for monitoring public opinion, brand management, and detecting societal tensions on social media, offering valuable insights for stakeholders involved in conflict resolution and diplomatic strategies. Highlights: Achieved 93% accuracy in sentiment analysis using BERT on X platform. Identified strengths in predicting positive/negative sentiments, with challenges in neutral sentiment. Demonstrated BERT’s effectiveness in handling complex geopolitical social media data. Keywords: Sentiment Analysis, BERT Transformer, Israel-Palestine Conflict, Social Media, NLP

CONSUMER CONFUSION AND ITS IMPACT ON DECISION MAKING AMONG FEMALE CONSUMERS IN INDONESIA’S ONLINE COSMETICS AND PERSONAL CARE INDUSTRY

This study examines consumer confusion and its impact on decision-making among female consumers in Indonesia's online cosmetics and personal care industry. With the rise of online shopping due to its convenience and extensive product information, consumer confusion—defined as the inability to correctly interpret various aspects of product information—has become a significant issue. A mixed-method approach was used, combining quantitative surveys and qualitative interviews. Data was collected through an online survey and analyzed using PLS-SEM, followed by semi-structured interviews that were manually coded through open, axial, and selective coding. The findings reveal that informational sources—overload, similarity, and ambiguity positively impact overall consumer confusion. Additionally, utilitarian decision-makers show higher levels of confusion compared to hedonic decision-makers. Previous brand experience was found to mitigate the negative effects of overload and ambiguity confusion on decision quality and enhance decision quality in the case of similarity confusion. Furthermore, overload and ambiguity confusion negatively impacts decision quality, whereas similarity confusion shows a positive impact. Finally, all informational sources of confusion positively impact decision postponement and cognitive dissonance. This study extends existing knowledge in marketing and consumer behavior, particularly regarding consumer confusion in the cosmetics sector. It offers practical insights for companies and brand managers to develop strategies that reduce consumer confusion, such as simplifying decision-making processes, providing clear product information, and leveraging previous brand experiences. These strategies aim to enhance decision quality, reduce decision postponement, and mitigate cognitive dissonance among consumers. Finally, the study suggests directions for future research in consumer confusion.

Social comparison and self‐determination in luxury consumption motivations

AbstractThis study integrates social comparison theory) and self‐determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self‐determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy‐set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self‐determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural values, such as self‐enhancement and self‐transcendence, moderate the relationships between these consumer motivations and attitudes. The cross‐cultural comparison highlights differences in the influence of cultural values on luxury consumption between two distinct cultures. The fsQCA—results uncover distinct configurations of motivations and values sufficient for driving positive luxury attitudes, extending the understanding of the complex interplay of factors shaping luxury consumption. By integrating social comparison theory and self‐determination theory perspectives, examining cultural values, and employing advanced methodological approaches, this study contributes to the theoretical understanding of luxury consumption. It also offers valuable insights for luxury brand managers navigating the evolving global market. Future research directions emphasize the potential for further integrating these two theoretical frameworks in the luxury domain.

Place branding strategies through Winter Olympic games

ABSTRACT Purpose The purpose of this research is to examine how place branding strategies, undertaken by countries which belong to distinctive clusters, can manifest differently via the Winter Olympic Games. Methods In this paper, the experiences of Winter Olympics hosted by three countries (Russia, South Korea, China), are examined using Richelieu et al.’s framework, alongside clusters introduced in 2022. The study adopts a content analysis. Findings The framework is validated: the perceived importance of soft power and a country’s resources, differences in the measures and strategies used by the host countries, are confirmed. Practical implications Countries that set higher importance on sport diplomacy (Russia and China: “diplomacy branding”) are more assertive. In contrast, South Korea takes a more balanced approach, as it considers its action across a wider spectrum of areas (“balanced structure”). Research contribution The framework can explain the differences in the experiences of host countries, by also referring to the public choice theory. This paper illustrates how place branding strategies through sporting events, such as Winter Olympics, can differ between countries depending on the perceived role of public diplomacy, sport diplomacy, soft power and the economic resources invested. Originality/Value The article widens avenues for future research on major sporting events, through different clusters, by borrowing a holistic approach.

The effectiveness of personal branding in forming a company image

The topic of personal branding and its impact on corporate image is of particular relevance. The research aims to explore the relationship between personal brand and company brand perception. The main goal of the work is to analyze how the level of trust, effectiveness and creative freedom of a personal brand affect the corporate image. The research is based on three key hypotheses: the higher the level of trust in the personal brand persona, the higher the perception of the company brand; the higher the effectiveness of the personal brand, the higher the perception of the company brand; the more creative freedom the personal brand persona has, the higher the image of the company brand. The analysis was conducted in Smart Pls software based on quantitative data obtained from the survey. The scientific significance of the work lies in the expansion of knowledge about the mechanisms of corporate image formation through personal branding. The practical significance of the research is expressed in the development of recommendations for companies on the effective use of personal branding to improve corporate image. The findings support the hypotheses by showing that trust in personal branding, its effectiveness and creative freedom have a positive impact on the perception of the company brand. The contribution of this study to the field of marketing and branding is to provide a new perspective on the use of personal branding as a strategic tool to enhance corporate image and market competitiveness. The practical significance of the results enables companies to develop more effective personal branding strategies, thereby improving their overall image and customer loyalty.

Model of organizing events and gastronomic tourism as a factor in increasing the competitive advantages of tourism in Kazakhstan

This article focuses on the popularization of a new direction in tourism in Kazakhstan – event and gastronomic tourism. This study aims to develop an organizational model and innovative ways to promote event and gastronomic tourism, increasing its attractiveness and the competitiveness of the industry as a whole. The main directions of this article are the development of gastronomic and event tourism in Kazakhstan, identification of resource potential, concepts for promoting a tourist product, based on the development of effective methods and tools, development of an innovative program for the management of ethnic tourism and brand management of tourist destinations, aimed at popularizing domestic and inbound tourism, increasing the recognition of tourist centers in Kazakhstan, creating a positive brand of tourist areas. Solving the problem will contribute to a more rational organization of event and gastronomic tours and increase their economic and social efficiency. According to the “Classifier of tourism destinations in the Republic of Kazakhstan according to industry, subject and object principles” [1], today gastronomic and event tourism are separately distinguished. Promoting a new type of tourism in Kazakhstan can become a direction capable of dynamically developing the cultural environment, enhancing the prestige of national cuisine and gastronomic traditions, contributing to the growth of the attractiveness of regions, and increasing the influx of foreign tourists interested in the thousand-year history of Kazakhstan, with its unique gastronomy based on the simplicity and specificity of ingredients traditional Kazakh dishes. The development of event and gastronomic tourism in Kazakhstan can become a factor that significantly influences the effective development of territories and the cultural environment of society; contribute to the growth of employment and improve the quality of life, and the promotion of this type of tourism can become one of the priority areas for the development of the tourism industry of the Republic of Kazakhstan and increasing its competitiveness. The interdisciplinary nature of the research allows us to consider the issues in the context of historical, socio-cultural, economic, and geographical sciences.

Unveiling the Power of Storytelling: A Comparative Analysis of Consumer vs. Brand Narratives in Shaping Favorable Attitude Toward Brands Through Emotions and Cognition

Storytelling, as an interactive form of communication, is key to delivering product information compellingly and fostering consumer acceptance and engagement. Stories may originate from companies or consumers. Brand storytelling has emerged as a pivotal component of companies' communication strategies, facilitating the expression of values and fostering robust customer relationships. This study explores the effectiveness of consumer storytelling versus brand storytelling in shaping brand attitudes. It was an experimental research involving 384 respondents randomly assigned to two groups that were either exposed to consumer or brand stories. Through comparative analysis, consumer storytelling emerged as superior in eliciting positive brand attitudes, cognition, and emotions. However, its direct impact on brand attitude was not significant. Instead, the study uncovers the mediating role of cognition and emotion, highlighting their crucial influence on shaping favorable brand perceptions. Consumer storytelling, characterized by its emphasis on real values and emotional engagement, enhances cognitive personalization and imagery processing, fostering deeper consumer-brand connections. These insights underscore the imperative for emotionally resonant and cognitively stimulating storytelling in brand communication. This study contributes to the scant literature on examining the comparative effectiveness of consumer brand storytelling versus firm-generated brand storytelling. It elucidates the underlying mechanisms driving the superiority of consumer storytelling in shaping favorable brand attitudes. Contextually situated within the Pakistani market, particularly focusing on clothing buying behavior, this research offers actionable insights for brand managers seeking to harness the power of storytelling to garner favorable consumer responses and enhance brand resonance.

Managing Conflicting Stakeholder Interests: A Co-Branding Perspective for How Managers Can Mitigate Negative Shareholder Responses to Cause-Related Marketing

ABSTRACT Research suggests that most brand stakeholders react favorably to cause-related marketing (CRM), and CRM positively impacts the brand. However, a divergence of interests can create tension in the principal – agent relationship, as the owners may feel that managers are investing in CRM at the expense of maximizing profits. Along these lines, recent research suggests that shareholders negatively respond to CRM, which reduces shareholder value. Thus, there are concerns about whether expenses incurred via CRM partnerships create value for all stakeholders. Therefore, because CRM can benefit nonprofits and many of the firm’s stakeholders, the authors utilize agency theory and signaling theory to explore co-branding and competitive signals that mitigate the negative impact on shareholder value. The results provide insights into how nonprofit and brand managers can navigate CRM partnerships by designing campaigns that send signals designed to alleviate investor concerns and reduce shareholder disapproval yet still garner support from other stakeholders.

Research on Marketing Strategy based on Social Media Big Data

With the rapid advancement of internet technologies, social media platforms have emerged as pivotal channels for information exchange and dissemination. The vast amounts of user-generated data provide businesses with unprecedented insights. The analysis of big data from social media allows for more precise and effective marketing strategies. This paper aims to explore the characteristics of big data from social media and analyze its applications in marketing strategies. By delving into data types, volumes, structures, and user behavior, it reveals the main challenges businesses face in big data applications and proposes corresponding solutions. Precision marketing, brand management, market trend forecasting, and crisis management are significant areas of application for big data in marketing. This paper, through a detailed examination of these strategies, highlights the potential and challenges of big data in contemporary marketing. Ultimately, it seeks to offer theoretical support and practical guidance for businesses on how to develop and implement effective marketing strategies in a big data-driven market environment.

Options Trading, Managerial Risk-taking, and Brand Development*

This study examines how options trading influences brand development strategies by encouraging managerial risk-taking. We find that firms with higher levels of options trading tend to introduce more new trademarks, which exhibit lower citation rates from subsequent trademarks. These firms favor brand creation over extension, leading to increased brand riskiness, as evidenced by greater trademark diversity. Potential channels for these effects include increased institutional ownership by transient investors and enhanced managerial hedging opportunities. These effects are more pronounced in firms with weaker governance, managers with higher pay-risk sensitivity, younger managerial teams, and intense competition. Additionally, we observe a negative relation between unrelated brand diversification, driven by options trading, and firm value. Our findings support the notion that active options markets incentivize managers to pursue riskier brand strategies.

Store brand entry with asymmetric cost information

This study conducts a research on the dominated-retailer’s establishment strategy of a store brand in a supply chain, in which the retailer possesses private knowledge of the store brand’s product cost, while the manufacturer is only informed about the distribution of this cost information. The store brand entry with asymmetric information initiates a signaling game between the chain members. Through comparing equilibrium outcomes, we find that the pooling equilibrium consistently prevails as the dominant equilibrium, suggesting that the informed retailer is reluctant to reveal the cost information to her national brand cooperative manufacturer. We also explore the influence of a retailer’s store brand entry on the national-brand manufacturer’s performance. The findings reveal that, with asymmetric cost information, mutually beneficial outcomes for all parties involved can be achieved by the establishment of a store brand. Furthermore, we delve into how the asymmetric cost information affects the performance of the chain members. Surprisingly, our findings demonstrate that asymmetric cost information may be desirable not only for retailer, but also for the less informed manufacturer under specific circumstances. This suggests the possibility of supply chain members reaching a mutual agreement on the structure of asymmetric cost information.