Strong Brand Research Articles

The Influence of Brand Image, Brand Trust, Service Quality through Customer Satisfaction on Honda Brand Motorcycle Brand Loyalty in DKI Jakarta

The automotive industry in Indonesia plays a crucial role in the country's economic development, with motorcycles being one of the most popular modes of transportation. Honda motorcycles have a significant market share among various brands due to their strong brand image, trust, and service quality. This study analyses the influence of brand image, trust, and service quality on Honda brand motorcycle brand loyalty through customer satisfaction in DKI Jakarta. Using a quantitative approach with a survey method, data was collected from 200 respondents who used Honda motorcycles in the DKI Jakarta area. Data was analysed using the Structural Equation Modeling (SEM) technique. The study results show that brand image, trust, and service quality significantly affect customer satisfaction, impacting brand loyalty. Customer satisfaction is essential to strengthening the relationship between independent variables and brand loyalty. These findings underscore the importance of improving service quality, strengthening the image, and building trust to create loyal customers for the Honda brand.

Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service

The market value of a brand is reflected by brand equity. It signals consumers' recognition and preferability toward certain brands. In a highly competitive market, brand equity becomes crucial as it can lead to customer loyalty and product resilience. Strong brand equity helps a company to stand out among competitors and can significantly influence financial performance by driving higher sales volume and profitability. As more Malaysians shift their lifestyles and become more health-conscious after the COVID-19 pandemic, the demand in the healthcare market has expanded massively. By focusing on the healthcare market, especially on dietetics and nutrition consultation services, this paper seeks to evaluate how brand equity influences consumers’ intention in making purchases. Four dimensions of brand equity will be investigated, consisting of perceived quality, brand awareness, brand association and brand image. A total of 194 data were collected using the convenience sampling method in the Subang Jaya region, Malaysia. The findings of this study showed that perceived quality, brand awareness, and brand association have a positive significant impact on purchase intention for dietetics and nutrition consultation services while brand image was found to be insignificantly influencing purchase intention. This provides insight and implications for the dietetics and nutrition consultation services market and practitioners, especially in formulating their marketing strategies.

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how marketing capabilities affect brand orientation and performance. Specifically, the study considered the mediating impact of value cocreation and the moderating effect of innovation capabilities on the association between brand orientation and performance. Design/methodology/approach The population of interest included SMEs exporting food and agricultural products. A sample of 296 managers and export executives completed the questionnaire. Structural equation modeling (SEM) using Smart PLS3 was applied to analyze the data. Findings The findings revealed that export market planning capabilities positively affect brand orientation, but the impact of marketing information capabilities on brand orientation was not supported. The results showed that brand orientation was directly and indirectly associated with brand performance through the mediating effect of value cocreation, and that innovation capability adversely moderated the relationship between brand orientation and performance. Research limitations/implications This research focused only on two primary internal marketing capabilities affecting brand orientation, i.e. market information and product planning capabilities. Practical implications Explaining why some international SMEs adopt brand orientation activities, the results may help international firms increase their brand performance by emphasizing their marketing capabilities and creating covalue with their customers. Originality/value This research expands the existing knowledge of branding in international markets.

THE EFFECT OF GREEN MARKETING MOTIVATION FACTORS ON CONSUMERS' PURCHASE INTENTION THROUGH THE MEDIATING ROLE OF GREEN BRAND TRUST TO COUNTER GREENWASHING

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

Integrating Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value: A Study on Muslim Student Loyalty Mediated by Satisfaction

This study aims to analyze the effect of Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value on student loyalty, with student satisfaction as a mediating variable. This study was conducted at UIN Syarif Hidayatullah Jakarta using explanatory quantitative method. Data was collected through Google Form with a sample of 403 respondents from a population of 35,069 students. Data analysis was conducted using SmartPLS version 4.0.9.6. The results showed that Brand Religiosity Image, E-Service Quality, and Muslim Customer Perceived Value have a positive and significant influence on student loyalty. E-Service Quality and Muslim Customer Perceived Value also have a positive and significant effect on student satisfaction, but Brand Religiosity Image has no significant effect on student satisfaction. Student satisfaction has a positive and significant effect on student loyalty, but does not mediate the effect of Brand Religiosity Image on loyalty. Conversely, student satisfaction mediates the effect of E-Service Quality and Muslim Customer Perceived Value on student loyalty. These findings offer a new paradigm, namely the Islamic Higher Education Brand Religiosity Image (i-HEBRI), which emphasizes that Islamic universities need to internalize Islamic values and science in their brand and operations, and provide capable digital services to build student loyalty. This paradigm shows that to achieve student loyalty, it is not enough for institutions to have a strong brand image, but they also need to provide significant added value through quality services.

Relationship between employer branding and employee performance: Mediating and moderating effects of supportive work environment and compensation and benefits

Employer branding is a complex idea that is important in many different industries. It represents a company's ability to attract, engage and retain talent as well as its status as an employer. A strong employer brand transcends industry boundaries to impact the success and sustainability of businesses in today's competitive job market. The authors examined the effect of employer branding on employee performance by mediating and moderating roles of a supportive work environment and compensation and benefits respectively. The authors followed the quantitative methodology with a set of strategies and hypotheses and gathered numerical data. The data were gathered by surveying employees working in information technology sector companies in the city of Bangalore. The data analysis includes descriptive statistics, factor analysis and structural equation modeling analysis using SPSS and IBM AMOS version 28. The Cronbach’s alpha values of the reliability statistics ranged from 0.920 to 0.930 indicating the questionnaire’s internal consistency and reliability. The model fit indices CMIN/DF 1.389, CFI 0.966, GFI 0.952, TLI 0.961, IFI 0.966, NFI 0.904, SRMR 0.060, RMSEA 0.051 and PClose 0.448 indicate an excellent fit of the model. The constructs of compensation and benefits and a supportive work environment partially mediate employee performance through employer branding. The moderator’s supportive work environment strengthens the positive relationship between employee branding and employee performance. Strong employer branding is important for attracting top talent and improving employee performance in various industries but it is especially important in the IT sector.

Emotional Marketing, Customer Retention, and Brand Loyalty in Vietnam’s Retail Sector: Unveiling the Moderating Impact of Digital Innovativeness

This study investigates the relationship between emotional marketing, brand loyalty, and customer retention in Vietnam’s retail sector, while examining the moderating role of digital innovativeness, comprising personal and brand innovativeness. A conceptual model is developed and empirically tested using a sample of 533 Vietnamese retail consumers. The model incorporates emotional marketing as the main predictor, brand loyalty as the mediator, customer retention as the outcome, and digital innovativeness as the moderator. Relevant determinants of brand loyalty, such as customer satisfaction, perceived value, emotional attachment, and brand identity, are included as control variables. The data is analyzed using structural equation modeling. The results reveal that emotional marketing has a significant positive impact on brand loyalty, which in turn leads to higher customer retention. Digital innovativeness is found to positively moderate the relationship between emotional marketing and brand loyalty. The study highlights the importance of leveraging emotional marketing strategies and fostering digital innovativeness to build strong emotional connections, brand loyalty, and long-term customer retention in the Vietnamese retail market. This research contributes to the understanding of emotional marketing’s impact on brand loyalty and customer retention in the context of Vietnam’s retail sector, while uniquely exploring the moderating effect of digital innovativeness. The findings provide valuable insights for retailers seeking to optimize their marketing strategies and adapt to the evolving needs of Vietnamese consumers in the digital age.

Research On Marvel's Marketing Model: An Analysis of Digital Marketing and Synergistic Effect

Marvel Studios occupies a significant position in the global entertainment industry. Its success is attributed not only to its film content but also to its unique marketing strategies. This paper aims to analyze Marvel's digital marketing model and the synergistic effects across different media. Through case studies of Marvel Studios' marketing strategies, this paper explores its practices and achievements in social media, content marketing, and cross-platform collaboration. Furthermore, this paper examines relevant market data and user feedback, comparing Marvel's marketing model with other well-known brands through comparative analysis. The research finds that Marvel has successfully established a strong brand influence and a loyal fan base through precise digital marketing and efficient media synergy. This paper will help other enterprises understand how to use digital marketing and synergies to enhance brand value and market competitiveness, demonstrating the effectiveness of Marvel's digital marketing strategies in developing brand cohesion and achieving high returns.

Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country.

In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products.

Identifying Differences in the Application of HR Marketing Tools in Companies in the Secondary Sector – a Case Study of Mining, Construction, and Manufacturing Industries

HR marketing is a relatively new field in corporate practice. When implemented effectively and designed professionally, HR marketing can give companies a significant competitive advantage in the labour market. Increasingly, HR managers and executives focus on securing high-quality and skilled employees who are integral to building a strong brand and employer value. To date, no studies have specifically examined HR marketing within the secondary sector, which appears to be stagnating in economically developed countries. This study aims to identify differences in the application of HR marketing tools among companies operating in the secondary sector, particularly within the mining, construction, and manufacturing industries. The research was conducted in two stages: the first stage involved an analysis of HR marketing practices among a sample of 215 companies operating in the Czech Republic and Slovakia. The second stage focused on a case study of 10 companies from the secondary sector, specifically three companies operating in the mining, construction, and manufacturing industries. This study offers a comparative analysis of HR marketing tool usage among companies within the secondary sector, including those in the Czech Republic and Slovakia. The key findings address the research questions and hypotheses. The results indicate that companies in the secondary sector primarily use traditional HR marketing tools such as company websites, personnel agency services, and job portals. Mining and manufacturing companies employ a wider range of HR marketing tools to enhance employee loyalty than construction companies.

Determinants of Bank Selection: A Study on Consumer Perceptions and Expectations in Albania

This study investigates the factors influencing consumer perception in selecting banking services, focusing on service quality, customer satisfaction, and brand reputation within the Albanian banking sector. Using a structured questionnaire, 213 valid responses were gathered from customers in major cities, including Durres and Tirana. The analysis involved factor analysis, reliability testing, and regression analysis to explore the relationships between the identified factors and consumer decision-making. The findings reveal that service quality, encompassing tangibles, reliability, responsiveness, assurance, and empathy, plays a critical role in shaping consumer perceptions, with assurance, reliability, and responsiveness having the most significant impact. Additionally, customer satisfaction and the bank's brand influenced the selection process significantly. The results underscore the importance of banks enhancing service quality and maintaining a strong brand reputation to attract and retain customers in a competitive market. These insights provide valuable implications for bank marketers and strategists aiming to develop effective customer-centric approaches.

The Importance of Brand in Medical Tourism

Medical tourism, which is becoming more popular every year, represents a significant segment of global tourism. This trend is driven not only by the growing number of patients seeking better, faster, or more affordable healthcare but also by increasing globalisation and the greater availability of information. In the context of the Czech Republic, where the number of international patients has significantly increased over the last decade, it is essential to understand the role that the brand image of healthcare facilities plays in the decision-making process of these patients. Based on the research conducted, it can be concluded that the key factors influencing the choice of a healthcare facility are the quality of services, safety, and modern equipment. Price and speed of service also play an important role, with patients particularly appreciating a good value-for-money ratio. The importance of communication and customer service is also evident, as effective and high-quality communication can significantly strengthen the brand image and patient trust. The research results suggest that although word-of-mouth and personal recommendations are important, their effect is not statistically significantly greater than that of the marketing communication of a given healthcare facility. This indicates that it is important for healthcare providers to address both forms of communication equally. In conclusion, it can be said that a strong brand image of a healthcare facility, built on quality, safety, and effective communication, plays a key role in attracting foreign patients as part of medical tourism. Healthcare providers should actively develop these factors to be able to compete in the ever-growing medical tourism market.

Impact of Reputation and Brand Image on the Intention to Purchase Educational Services in Private Universities in Perú

In Peru, higher education has experienced significant growth due to the fact that public universities are unable to meet the demand of many young people who wish to pursue a university degree. In this context, the reputation and brand image of private universities are key factors in students’ choice of where to pursue their academic education. The objective of this study is to evaluate the influence of brand image and reputation on the purchase intention. This study has a quantitative approach, a non-experimental cross-sectional design, and an explanatory level through a structural equation model. The study sample is made up of 381 students from 3 private universities in the capital of Peru. The results of the theoretical model were accepted because the RMSEA and SRMR values are very close to zero, the CFI =1, Chi-square (X^2)= 0.000116, and the (df)=1. Also, a high correlation was found between reputation and brand image (β=0.793). It is concluded that a strong brand image together with a favorable reputation contribute considerably to explain the variability in the purchase intention and the successful performance of Peruvian private universities.

ENHANCING CUSTOMER SATISFACTION FOR WINTERHALTER DISHWASHERS

This study investigates the influence of product quality, after-sales service quality, and price perception on brand trust, mediated by customer satisfaction. Data was collected from 285 Winterhalter dishwasher customers using a purposive sampling method and a Likert scale questionnaire from December 2023 to February 2024. Employing Structural Equation Modeling (SEM) via SmartPLS, the analysis reveals that product quality, after-sales service quality, and price perception significantly impact customer satisfaction and brand trust, both directly and indirectly through customer satisfaction. High product quality enhances customer satisfaction and brand trust, while reliable after-sales service contributes positively to both. Competitive price perceptions that align with product value also boost satisfaction and trust. Managerially, businesses should prioritize continuous product innovation, robust after-sales services, and strategic price management to improve perceived value. These strategies are essential for achieving higher customer satisfaction and building strong brand trust, ultimately supporting sustainable growth and increased market share

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

Analysis of Consumer Behavior in Repeat Purchases of a Product

This study analyzes consumer behavior in repeat purchases of a product, specifically focusing on the case of Light Speed Reborn football and futsal shoes, a locally produced brand in Indonesia. In today's competitive industrial environment, companies strive to cultivate loyal customers, as this loyalty provides a strategic advantage in ensuring future product purchases. The observed phenomenon in this study highlights the repetitive buying behavior of consumers towards Light Speed Reborn shoes, despite only minimal changes in the product's color or design. In Samarinda, these shoes consistently sell out, with many football and futsal players purchasing the same model in different colors. This study employs a qualitative descriptive approach to explore the underlying reasons for this repetitive purchasing behavior, aiming to understand the factors that drive consumer loyalty towards this specific product. Findings indicate that factors such as customer satisfaction, product quality, affordability, comfort, trends, environmental influence, and the strong brand image contribute significantly to the consumers' repeat purchases. The results suggest that brand loyalty and perceived value play crucial roles in fostering repeat purchases of Light Speed Reborn shoes in the Indonesian market.

Intelligent machines as information and communication technology and their influence on sustainable marketing practices for beneficial impact on business performance: A conceptual framework

Intelligent machines are the machines or devices that make use of artificial intelligence and robotics technologies. It has the ability to accomplish a specific task in the presence of uncertainty and variability in its operating environment. Certainly, it can be used to support information and communication technology to streamline the creation, collection, processing, transmission, and storage of information for sustainable marketing practices. The flawless application of sustainable marketing practices results in beneficial impacts on business performance. In fact, the issue of unsustainable marketing practices can be effectively managed by intelligent machines. Therefore, this study is undertaken to uncover how intelligent machines can influence sustainable marketing practices for beneficial impacts on retailers’ business performance by proposing a unique conceptual framework. The theoretical contributions discuss two techno-sustainable marketing applications. First, intelligent machines improve incremental innovation. This allows retailers to balance technology risk with sustainable marketing and lower the cost of innovations. Second, intelligent machines increase business efficiency by automating sustainable marketing practices. This allows retailers to efficiently manage the inventory, improve fulfilment efficiency, and optimise stock levels. The managerial implications discuss two goals of sustainable marketing practices. First, it can attract sustainability-minded customers who support the retail business for their own well-being. Second, it builds a strong sustainable brand reputation that can lower the price sensitivity.

Evaluating Strategic Options Using QSPM: Enhancing Plaza Indonesia Realty's Competitive Edge

This research explores how Plaza Indonesia Mall aligns its corporate and business strategies in response to challenges like heightened competition, digital advancements, and sustainability requirements. Utilizing a quantitative descriptive methodology, the study relies on secondary data from financial documents, industry reports, and scholarly literature. A SWOT analysis is conducted to assess the mall's internal strengths and weaknesses alongside external opportunities and threats. Subsequently, the Quantitative Strategic Planning Matrix (QSPM) is used to evaluate and prioritize strategic alternatives based on their appeal and feasibility. The QSPM analysis reveals that the digitalization strategy is the most attractive, scoring the highest Total Attractiveness Score (TAS) of 2.83, highlighting the need for enhancing PLIN's digital presence, integrating e-commerce, and leveraging digital marketing to adapt to evolving consumer behaviors. The differentiation strategy, which emphasizes capitalizing on PLIN's prime location and strong brand reputation, also ranks highly with a TAS of 2.81, reinforcing the importance of providing a premium customer experience and differentiating offerings to maintain competitive advantage. Although the Cost Efficiency Strategy scored the lowest TAS of 2.76, it remains vital for operational efficiency and profitability. The findings suggest that a balanced approach prioritizing digitalization, differentiation, and cost efficiency will enable PLIN to effectively navigate market challenges, capitalize on growth opportunities, and sustain long-term success. This study provides strategic insights for PLIN and other property firms seeking to enhance their competitive positioning through targeted strategic initiatives.

Muslim Fashion Style, Personal Branding, Trust and Purchase Decisions Through Social Media

This study examines the role of Muslim fashion as a form of personal branding in online shopping through social media, particularly platforms like TikTok. While previous research has explored lifestyle and personality as aspects of personal branding, this study focuses specifically on Muslim fashion and its impact on consumer trust and purchasing decisions. Using a quantitative explanatory research approach, data were analyzed with the Smart Partial Least Squares (Smart PLS) application. The results reveal that Muslim fashion significantly influences sellers' personal branding, with a strong personal brand enhancing consumer trust in the seller. The findings suggest that sellers who align their Muslim fashion with consumer perceptions can build stronger trust, broaden their customer base, attract new buyers, and ultimately increase sales. These insights offer valuable guidance for sellers aiming to improve their marketing strategies through consistent, transparent content and services on social media.

Impacts of brand commitment, brand reliability, and brand attitude on brand relationship

In the fiercely competitive landscape of modern business, the establishment and maintenance of strong brand relationships have become pivotal for organizations seeking sustainable success. This research explores the intricate dynamics of brand relationships by examining the influences of three core constructs: brand commitment, brand reliability, and brand attitude. Drawing upon an extensive review of the literature on branding and consumer behaviour, this study develops a comprehensive theoretical framework that elucidates the interplay among these pivotal factors. We hypothesize that brand commitment, brand reliability, and brand attitude, are independent factors and brand relationship is a dependent factor. To empirically test our hypotheses, we employ a rigorous research design, incorporating quantitative data collection methods. Data was gathered directly from survey participants through the administration of questionnaires, and the gathered data was subjected to analysis using SPSS and AMOS software. This analysis encompassed various statistical techniques, including SEM, CFA, descriptive analysis, regression analysis, ANOVA, reliability test, correlation analysis, the Kaiser-Meyer-Olkin (KMO) and Bartlett’s test. The sample for the study consisted of 600 respondents drawn from a wide range of organizations. All the analyses reveal that Brand Commitment, Brand Reliability, and Brand Attitude all have statistically significant impacts on Brand Relationship. Consumers who possess a profound dedication to a brand are inclined to develop robust and lasting connections with it. Future investigations could explore the factors that potentially moderate or mediate the relationships under research. Furthermore, exploring these dynamics within diverse industries and cultural settings can provide a more all-encompassing grasp of brand relationships.