Types Of Brands Research Articles

Fast-food and convenience outlets near schools in California: a comparison of private and public schools.

Food environments near schools (FENS) influence children's dietary habits and contribute to obesity. Socioeconomic characteristics of schools and school neighborhoods play a role in determining FENS. We compare the availability of fast-food restaurants (FFR) and convenience stores (CS) across schools' socioeconomic characteristics: whether the school is public vs. private, and the school neighborhood's median household income. We obtained the number of FFR and CS within a 0.75-mile network buffer from schools' locations and the names of the outlets. Negative binomial regression models, stratified by urbanicity, were used to estimate the association between the number of outlets near schools and schools' socioeconomic characteristics. We explored brand names and types of outlets. Private schools' neighborhoods had more FFR and CS than public schools across all income and urbanization levels. Private and public schools in low-income urban neighborhoods had more outlets compared to those in higher-income urban areas. While the names of FFR and CS near both school types were broadly similar, private schools had more non-chain outlets. Programs and policies to promote healthy eating and reduce obesity and diet-related diseases should target food environments near both private and public schools, especially those located in urban areas and low-income communities.

THE ROLE OF RELATIONSHIP MARKETING IN CONSUMER PURCHASE DECISION: AN EXPLORATORY STUDY

Objective: This study seeks to investigate the function of relationship marketing in consumer purchasing decisions. Theoretical Framework: As a result of the significant changes witnessed in the last millennium at the global level in all spheres of life, perhaps the most prominent is the shift from the planned economy to the market economy, as well as the pressures of intense competition, the emergence of globalization, the information and technology revolution, the rise in levels of foreign investment, and the enormous increase in the number and types of products, services, and brands. It significantly influenced the decisions of consumers. Method: Our study consists of a qualitative setting; thus, we have utilized the depth method, which helped us clarify the relation between consumer purchase decisions and relationship marketing from the perspective of both the consumer and the company, using semi-structured and unstructured interviews. Results and Discussion: The results indicate that the foundation for achieving growth and sustainability in the markets is to attract the greatest number of customers possible, to strive for their satisfaction and gain loyalty, to work on establishing permanent partnership relationships with all customers, and to treat each customer as if it were its market division. Research Implications: From a managerial application perspective, an understanding of consumers' expectations of their relationships with sellers would assist marketers in establishing, enhancing, and maintaining these relationships. Marketers need to identify how they can use customer data to improve customer relationships. Permission from customers can provide marketers with the privilege of contacting customers; information such as customer needs makes possible the customization of products and services; and data about the initiation and growth of customer relationships help to ensure effective and timely feedback. Marketers can informally survey their customers by asking about the relevance of various services, or they can formally survey their customers to gain more in-depth customer-specific information. Originality/Value: The findings provide insight into consumers' motivations and attitudes with regard to relationship marketing and suggest a way forward for further research. In particular, a number of ways in which mobile phone companies might seek to encourage consumers to consider value-added service propositions more seriously and become less solely price-sensitive are proposed.

The Impact of Consumer Perceived Value of Baby Products Based on Brand Types on Attitudes and Purchase Intentions: Targeting ambivalent Consumers

The Impact of Consumer Perceived Value of Baby Products Based on Brand Types on Attitudes and Purchase Intentions: Targeting ambivalent Consumers

Recognition of sustainable packaging by consumers of household chemicals

The growing interest of companies in sustainability affects various areas of logistic activities, including packaging. There is a clear tendency among industrial companies to enhance the sustainability of packaging for their products. In doing so, companies contribute not only to the environmental behaviour of society but also to its overall well-being. However, for ultimate success in both business and society, it is important that consumers can recognise and appreciate these packaging efforts. The paper addresses the challenge of identifying sustainable packaging from the perspective of consumers, particularly in relation to the purchase of household chemicals such as detergents and cosmetics. Based on the literature review and focus group discussion, the paper reveals packaging indicators that enable consumers to identify sustainable packaging. A subsequent questionnaire survey involving 400 Czech consumers defines the relative importance of these indicators. Through exploratory factor analysis, the paper identifies six main factors in recognising sustainable packaging, namely graphic design, amount of material, type of material, brand, labelling, and reusability. Furthermore, the paper reveals differences in the perception of sustainable packaging based on the socio-demographic characteristics of consumers. Reusability, type of material, and labelling emerge as the most significant factors in packaging recognition within the Czech consumer market for household chemicals. While the impact of labelling and type of material factors varies depending on the education, age, and environmental inclination of consumers, the reusability factor equally influences all Czech consumers, regardless of gender, age, education, or lifestyle.

SWOT Analysis of the Strawberry Music Festival: Assessing Internal and External Market Environment in the Chinese Market

Through an in-depth SWOT analysis of the Strawberry Music Festival, one of the most influential music festival brands in China, the typical characteristics of the main players in the domestic music festival market and the market environment faced by these market players are revealed. The diversity of music styles, the preferences of young consumers and the multi-regional coverage of music festivals are identified as the typical competitiveness of music festival brands, while the further application of electronic technology in live performances and the growing influence of overseas singers are new trends and opportunities in the music festival market. On the other hand, the analysis points out that the ability to control weather risks, the ability to control quality in different regions and the ability to control operating costs are shortcomings of Strawberry Music Festival, which deserves the attention of other market participants. At the same time, the growing concerns about personal and property safety in society and the participation of more competitors are becoming major market threats. While giving more support to the cultural industry, national policies have also put forward higher requirements for the approval, ticketing and on-site control of music performances, which promotes further competition in the market. Due to the singleness of the research object, future research should supplement the research on different types of music festival brands to obtain a more comprehensive insight into the Chinese music festival market.

Decision Support System for Laptop Selection Recommendations Using the Weigted Product (WP) Method

The many types of specifications, colors and brands of laptops are complicated and confusing for ordinary people who are going to buy laptops. The reason is, there are many variants of laptops on the market with different specifications. To help potential consumers in choosing a laptop that suits their needs, a decision support system (SPK) is needed that can provide the most appropriate laptop recommendations. This study discusses the decision support system for laptop selection recommendations using the Weighted Product (WP) method. This method is used to help consumers choose a laptop that suits their needs based on predetermined criteria, such as processor, RAM, Storage, and Price. After a search of the vector to get the ranking, the largest vector value of 0.124 was obtained on Sony, Appel, and Dell Alternatives to be recommended in the selection of laptops. Based on the results of the research, it can be concluded that the decision support system (SPK) with the Weighted Product (WP) method can provide laptop recommendations that suit the needs of users. This research provides benefits for users in choosing the right laptop that suits their needs. In addition, this research can also be the basis for the development of a decision support system for the selection of laptops or computers in other fields.

PERLINDUNGAN HUKUM TERHADAP KONSUMEN PRODUK KOSMETIK ILEGAL DI KOTA PADANG

There are many cosmetics on the market today with various types of brands in line with women's desire to always look beautiful. This is then exploited by irresponsible business actors by producing or trading cosmetics that do not meet the requirements for distribution to the public. Not a few women are interested in buying products at low prices but with fast visible results. So many women choose shortcuts to buy a product even though the cosmetics they buy do not meet the requirements and are not registered with BPOM. It is not uncommon for these illegal cosmetics to be obtained at affordable prices because there is no distribution permit number from BPOM. There is no cosmetic raw material label, and there is no product expiration date. Because the price is cheap and can be purchased easily, cosmetics without a distribution permit are easily consumed by the public. Consumers' ignorance of the side effects of cosmetics containing dangerous ingredients is one of the reasons many women continue to use illegal cosmetics. Consumers usually do not research a product before buying, this is also one of the factors that causes cosmetic products containing dangerous ingredients to still be in demand by many women. They generally buy cosmetic products without prior consideration considering that the products they buy have direct side effects. The data analysis method used is sociological juridical.

Advertising Message Strategy in Television Commercials: Evidence from Ghana as an Emerging Country“

This study is a quantitative content analysis of advertising message strategies used in Ghana’s TV commercials (2020–2021) using the modified strategy of Wang and Praet with the objective of exploring the various advertising message strategies used in Ghana’s TV advertisement, and its variation according to product category. The findings indicate that, out of the 220 commercials used in the study, affective message strategy ( n = 122, 55%) was the dominant message strategy used in Ghana’s TV commercials. The most advertised product category on Ghana’s TV commercials (2020–2021) was food category, and a significant relationship was observed between message strategy and product category as well as message strategy and brand type.

Consumer Willingness to Pay for Food Products Enriched with Brewers' Spent Grain: A Discrete Choice Experiment.

Brewers' spent grain (BSG), a nutrient-rich by-product, offers the food industry a sustainable opportunity. This study explores consumer willingness to pay (WTP) for food products enriched with BSG, focusing on the influence of sustainability logos and brand information. Using a discrete choice experiment (DCE), analyze how these attributes impact consumer preferences for two products: BSG-enriched bread and chocolate dessert. Key variables included the presence of sustainability logos and BSG information, brand type (premium, low-cost, or no-brand), and price. An online survey was conducted, and the multinomial logit (MNL) model was applied to the data (n = 402). Overall, these results suggest that sustainability logos and BSG information positively influence consumer choices, although brand significance varies across product categories. For bread, the brand plays a critical role in purchasing decisions, while for chocolate dessert, the price is the main decision factor. This research highlights that through the addition of BSG, the bread and chocolate manufacturing industry in Uruguay can increase profits with a premium price and improve product quality, transforming the food industry and advancing sustainable development.

‘I wouldn’t call myself a brand, but many people say my name could serve as a brand.’ Exploring a conceptualization and typology of athlete brands

ABSTRACT Research Question Building on the literature on human branding, athlete branding, and branding capability, this study examines the brand building process of athletes and is the first to derive an athlete brand building typology. Research Methods Semi-structured interviews with 13 professional and semi-professional German athletes were conducted in 2018. The interviews were enriched with data from the athletes’ Instagram accounts. To verify the data and obtain deeper insights into the athletes’ branding capabilities, the study was repeated with 12 of the 13 athletes prior to the 2021 Olympics in Tokyo. Results and Findings The findings indicate the first typology of athlete brand building with three specific types of human brands: brand antagonist, brand supporter, and brand manager. These three types can be differentiated by the athlete core, the brand concept, the role of social media, the sport ecosystem, and their sponsorship relationships. Implications This study contributes to a deeper understanding of the emerging field of athlete branding. The typology can help athletes and their managers to design specific brand building activities depending on the respective athlete type. Additionally, this study is the first conceptualization and typology of athlete brand building. Furthermore, this study marks a starting point for a more comprehensive understanding and further research on athlete branding.

Does Equestrian Helmet Type Affect Head Injury? A Study on Equestrian Helmet Use Among Collegiate Athletes.

To characterize helmet use, head injury risk, and to examine rider-related factors that influence these variables. Cross-sectional study. The University of Alabama at Birmingham Equestrian Sports Medicine Collaborative. In total, 357 equestrians competing at the collegiate level participated in this study. χ2 tests were used to evaluate potential associations between a rider's experience level, riding style, and use of helmet designed with MIPS with number of falls, past head injuries, and helmet use frequency. Data regarding helmet use and equestrian-related injuries were collected. χ2 analysis was used to determine potential associations. More than 50% of athletes reported falling off a horse during the course of 1 year. Head injuries occurred with high frequency. Concussion was the most frequently reported type. More than 50% of athletes with self-reported concussion denied receiving medical treatment. The risk of head injury was similar across helmet brands, and between helmets with Multi-Directional Impact Protection System (MIPS) and those without. Riders with the most experience were less likely to report sustaining a head injury than those with less experience. Contrary to current safety guidelines, 78% of equestrians said that they would not replace their helmet after every fall. Collegiate equestrians have a high risk of fall-related traumatic head injury. Despite this risk, they report helmet use practices that are not in line with current recommendations regarding helmet replacement. This suggests thatmany of the athletes are using protective equipment that does not adequately protect against head injury. Neither helmet brand nor liner type was associated with lower rate of head injury.

Does Luxury Fashion Shape Consumers’ Perception Differently in the Real World Versus the Metaverse? A Comparative Study on Wearer Evaluation

As the metaverse’s significance becomes more widely recognized, people are increasingly expressing their identities in virtual spaces, acquiring luxury fashion items that would be difficult to obtain in reality, and willingly engaging in interactions with others. Despite the prominence of the metaverse and luxury fashion as key aspects of lifestyle, comprehensive research on the influence of luxury consumption on others in the metaverse is still lacking. Based on stereotype content model theory and costly signaling theory, this study investigates the relationship between perceptions, traits, emotions, and evaluations and fashion brand and space types. A total of 266 survey responses were analyzed. Results show a significant interaction effect between brand type (luxury vs. non-luxury) and space type (real world vs. metaverse) on trait and emotion. Furthermore, a positive correlation is found between perception, trait, emotion, and evaluation. Academic and practical implications are discussed.

Rainbows and laughter: How humor boosts e‐Word‐of‐Mouth for LGBT+ brands on social media

AbstractLGBT+ brands, i.e., those supporting and catering for the LGBT+ community and primarily owned and operated by members of this community, have been standing out for their authenticity in a marketplace where brands are regularly accused of “rainbow‐washing.” Yet, despite the recent media spotlight these brands are still struggling to grow and gain visibility among the general public. This study aims to explore how LGBT+ brands can leverage their content to increase e‐Word‐of‐Mouth (eWOM) on social media. Specifically, we focus on humorous content because its impact on eWOM has been mixed in the literature and brand type has been overlooked as a potential moderator to date. Using brand anthropomorphism and schema congruity theory, our research proposes that LGBT+ brands that adopt humor in their social media content generate higher eWOM when compared to mainstream brands. We suggest that consumers attribute the expected characteristics of gay individuals (e.g., humorous, witty, …) to LGBT+ brands, thus leading to perceived brand‐post fit as the underlying mechanism. Two studies based on Facebook data from two different LGBT+ brands and a scenario‐based experiment validate these findings. Alongside conceptualizing LGBT+ brands, we provide valuable insights into how these brands can gain exposure and visibility on social media.

Understanding the CSR‐luxury paradox: The duality of luxury and responsibility in consumer perceptions

AbstractThis article delves into the intricate dynamics between luxury businesses' environmental responsibility initiatives and consumer perceptions, grounded in the theory of reasoned action. Utilizing three experimental studies, this article explores the interplay of corporate social responsibility (CSR) message framing (responsibility‐focused vs. dignity‐focused) and the nature of the luxury business (established vs. entrepreneurial). Study 1 examines the interaction between luxury brand type and CSR message framing, revealing that responsibility‐focused narratives enhance consumer interest in entrepreneurial brands but not in established ones. Study 2 investigates the psychological mechanisms underlying these effects, finding that dignity‐focused narratives increase consumer engagement through perceived authenticity and alignment with self‐image. Study 3 employs longitudinal field research to track actual buying behaviors, showing that dignity‐focused messages significantly boost spending, brand loyalty, and satisfaction, particularly for entrepreneurial brands. The findings illuminate the nuanced consumer reactions to CSR initiatives, underscoring the importance of message framing and brand nature in shaping luxury consumption attitudes.

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.

E-COMMERCE-AN INSIGHT INTO IMPACT OF ONLINE REVIEW ON CUSTOMER BUYING BEHAVIOUR

The trend of shopping in the minds of the customer is changing frequently. At present shopping practice transformed from traditional way to online shopping , which enables the customer to buy the product as per their requirement without any constraints of time , place payment method, brand and product types. Online shopping have created an huge impact on customer buying behaviour because of this 4 factors i.e on source credibility, volume, language with comprehension and relevance. Earlier the majority of the customers were depend on word of mouth method to collect information regarding product which was influencing their buying decisions. But now because of e-commerce, online shopping majorly online customer review format, played an important role in influencing customer 's buying decisions. To fill the research gap we have collected data through questionnaire from the customers those who do online shopping. For effective research outcome both primary data and secondary data is used. Primary data collected through structured questionnaire. This research paper is based on critical examination of the study which reflected the result as per the objectives . The study was mainly focused on the impact of online reviews towards customer buying decisions. through this study it is realised that majority of the public are influenced by online reviews for all types of the products and at present online reviews are creating huge impact towards customer buying behaviour . KEY WORDS: Online shopping , Online review, Word of mouth, Customer buying decisions

State Policy in the Tourism Field of Ukraine: Socio-Humanitarian Priorities of Development and Post-War Recovery

In the reviewed monograph “State policy in the tourism field of Ukraine: socio-humanitarian dimension”, the author Alla Havryliuk offers to use the marketing paradigm of promoting domestic tourism as a national ideology, as well as a tool of management and territory development. New directions of state policy implementation in conditions of decentralisation, focused on promoting key tourist identifiers of the locality are presented, such as types of tourism, image, brand, reputation, souvenir branding and intangible cultural heritage.

The Metaverse Territorial Brand: A Contemporary Concept

The “Metaverse Territorial Brand” integrates core and interconnected elements into a virtual, interactional, experiential, and immersive space known as the metaverse. This type of brand encompasses the connection with immersive territories that may or may not be digital twins of real territories. It also encompasses two interconnected physical scales: the territorial and the regional, involved in another type of emerging territorial scale, known as the metaversal scale. Therefore, the “Metaverse Territorial Brand” is a digital-immersive extension of the territorial brand of physical territories, encompassing specific geographical and cultural aspects, but directed to the metaverse environment. This brand is a symbolic digital construction, but also a multifaceted one that incorporates discursive and visual elements, articulated by the social actors of the immersive territory, aiming to create a specific and distinct identity for a space in the metaverse. When talking about social actors in the metaverse (users), we highlight that this set of actors may or may not be the same as the physical territory. It is also important to highlight that both the territorial brand directed to physical territories and the “Metaverse Territorial Brand” are formed from the power relations of a given set of social actors. Therefore, without the strategic intention of a plurality of social actors that stimulate these relationships, there is no type of territorial brand involved.

Research on Potential Customer Mining Models for Electric Vehicles Based on Machine Learning Models and Service Growth Models

This study investigates the factors that impact the sales of electric vehicles (EVs) across different brands. Initially, multiple linear regression was performed on the data, and the variance inflation factors were all found to be less than 10. For the first category of indicators, one-way ANOVA was conducted to separate the three types of brands. For the second category of indicators, a logistic regression model was developed to complete the selection. Through multiple rounds of filtering, the following indicators were determined: For the first category, indicators affecting Brand 1 are A1, A2, A3, A4; indicators affecting Brand 2 are A1, A3; indicators affecting Brand 3 are A1, A2, A3, A5. For all brands, the second category of influencing indicators includes B4, B10, B11, B16, B17. A potential customer mining model was then established. Logistic regression models were created based on the sales influencing factors for different brands, and the model formulas for the three types of brands were calculated. The purchase intentions of 15 target customers were predicted, with an accuracy rate of up to 90%. Finally, the study explores whether increasing service efforts could change customer purchase intentions. A stepwise percentage service growth model was established, incorporating an initial service difficulty coefficient to determine how service satisfaction could be altered. Customers 2, 8, and 11 were selected for validation, and their respective service increment percentages were derived, leading to sales strategies tailored to these three customers.

Conjoint Analysis to Define Beer Label and the Influence of Labeled Bottles and Music on the Sensory Profile of Craft and Industrial Beers

ABSTRACTPackaging label and music influence product acceptance and sensory profiling. This study defined the ideal label for a craft beer using the modified choice‐based conjoint analysis (MCBCA), as well as the sensory profile of this craft beer and an industrial beer in two tests: a blind test and a test in the presence of the labeled bottle and of a sertanejo universitário song, using a rate‐all‐that‐apply (RATA) list. MCBCA revealed that craft beer label's most favorable attributes included information on harmonization with food, a traditional‐themed illustration, and a strong emphasis on the brand and beer type. The RATA list comprised descriptive attributes, affective terms, product‐relevant phrases, and feelings. Nonsensory characteristics had a positive impact on the craft beer description but a negative impact on the industrial beer, with descriptors such as “watery,” negative affective terms memories for it. The influence of labeled bottles and music on consumers' sensory descriptions underscores the importance of nonsensory characteristics in the product's evaluation and success.