Brand Value Research Articles

The effects of physician’s brand positioning on diagnostic dispensing continuity and cross-provincial healthcare flow: Evidence from an online traditional Chinese medicine community

Given the dilemma of inheriting and protecting Traditional Chinese Medicine (TCM), online personal branding can be an effective solution for TCM physicians to promote themselves and provide patients with better choices. However, there is a lack of understanding of the antecedents and consequences of TCM physicians’ brand value on online traditional Chinese medicine community (OTCMC). This paper empirically investigates the influences of physician brand positioning on brand value and added value, and examines the moderating effects of service quality and TCM regional disparity. Our results show that physicians on OTCMC could increase their brand value and added value by improving professional level, service price, and integration degree of four diagnostic methods. Moreover, service quality and TCM regional disparity positively moderate these effects. Our research contributes to the OTCMC literature and provides practical implications for TCM physicians to create brand value in online environment.

Sustainable Business Strategies: Exploring the Role of Corporate Social Responsibility and Virtual Reality in Enhancing Brand Value

This study explores the intersection of Corporate Social Responsibility (CSR) and Virtual Reality (VR) in developing sustainable business strategies that enhance brand value. Employing a qualitative research methodology through a comprehensive literature review and library research, the paper investigates how CSR initiatives, when integrated with immersive VR technologies, contribute to long-term brand equity and consumer engagement. The research highlights CSR's evolving role in aligning corporate activities with social and environmental goals, which not only strengthens stakeholder relationships but also increases brand loyalty. In parallel, VR technologies are gaining traction in marketing and brand communication, offering immersive experiences that create deeper emotional connections with consumers. The study analyzes recent case studies and academic discussions, illustrating how VR can enhance CSR's impact by making initiatives more accessible and engaging to a broader audience. This synergy between CSR and VR not only fosters a stronger brand identity but also provides a competitive advantage by differentiating brands in an increasingly socially conscious marketplace. The findings suggest that businesses leveraging CSR strategies alongside VR can cultivate a sustainable brand narrative that resonates with both customers and stakeholders, thereby improving overall brand value and driving sustainable growth. Future research is encouraged to further examine specific industries where these strategies can be most effectively implemented.

Designing The Room 19 Mascot as a Promotional Strategy Medium

The rapid development of technology has led to innovations such as library cafes, which aim to promote literacy among young people. However, the concept of library cafes is still not widely known. This research explores the effectiveness of using a mascot as a promotional strategy to enhance public awareness of The Room 19 library cafe and encourage reading interest. The study employed interviews, observations, questionnaires, and literature reviews for data collection. The findings show that the mascot, designed with an approachable and creative visual identity, effectively increases the visibility of The Room 19 among students and young professionals. The mascot represents the library cafe's brand values and creates an emotional connection with the target audience. In conclusion, using a mascot as a promotional medium has significant potential to foster literacy promotion and establish a stronger relationship with the community through engaging branding efforts.

A Study on Comparative Analysis Regarding Gen-Z’s Perception Over Domino’s Pizza and Pizza Hut in Ahmedabad City

This study investigates Generation Z's perceptions of Domino’s and Pizza Hut in Ahmedabad, focusing on factors such as food quality, pricing, and brand reputation. Utilizing a quantitative approach, the research tests eight hypotheses related to the influence of age on these perceptions. The findings reveal that age does not significantly impact how Generation Z evaluates these brands, leading to the rejection of all null hypotheses. This suggests a shared perspective among this demographic, indicating that factors beyond age—such as overall experience and brand engagement—are crucial in shaping their preferences. The study highlights the need for targeted marketing strategies that resonate with Generation Z's values, particularly in terms of health, sustainability, and digital engagement. Furthermore, enhancing customer experiences and effectively communicating brand value are essential for building loyalty. The findings also emphasize the importance of corporate social responsibility initiatives in improving brand reputation among socially conscious consumers. The study concludes by offering recommendations for future research, including broader demographic analyses and qualitative approaches to gain deeper insights into consumer motivations.

Developing Green Marketing Strategies: A Comprehensive Analysis of Consumer Behaviour and Business Practices

The purpose of this research is to examine the relationship between green marketing communication techniques, consumer behaviour patterns, and business organisations’ practices by employing both qualitative and quantitative methodologies. A hypothesized quantitative survey with 500 consumers and a qualitative case study of leading organisations to assess modern tendencies and approaches were carried out. The quantitative analysis shows that 70% of the consumers take environmental concern while purchasing products, but only 45% are ready to pay the premium price for green products. Moreover, there is a low level of confidence in green claims where only 30% of the consumers are confident that firms have sincere intentions about the statements they make. An analysis of Nike, Starbucks, and Toyota, Apple, and Microsoft organizations shows that they incorporate different strategies in supply chain management, carbon footprint, corporations’ responsibility, and customer relations. Some of these firms focus on the promotion of the company’s transparency, product sourcing based on an ethical approach, encouragement of the use of renewables, as well as community involvement in fulfilling sustainable objectives. Thus, the study also stresses the importance of clarity within communication channels and information reliability for the development of consumers’ trust. It defines factors like the cost and every person’s doubt or disbelief in what is green that prevents an extensive use of green products. Altogether, this research contributes useful knowledge for companies wanting to implement suitable green marketing initiatives that would be appealing to eco-aware consumers. It is clear that implementing corporate practice according to the customer expectation and practicing transparency would not only increase the brand value but also the customer loyalty and which in longer runs would also help in supporting and implementing sustainable development goals across the world.

Improvizing West Java MSMEs Using Quality Service Gaps Model

This study aims to understand the challenges and opportunities for the development of Micro, Small and Medium Enterprises (MSMEs) in West Java. With a very large number, MSMEs in West Java have great potential to drive economic growth. However, various obstacles such as access to capital, information, and technology are still an obstacle. This research proposes the application of the Service Science framework to map the MSME ecosystem and identify opportunities for service innovation. Thus, it is expected to increase the competitiveness of MSMEs and make a greater contribution to the regional economy. This research reveals that MSMEs in West Java face significant constraints in terms of access to capital, information, and technology. Through in-depth interviews with 8 MSME owners, this research aims to understand in-depth the challenges and opportunities faced by micro, small and medium enterprises. Thematic analysis of the interview data identified a gap between the ideal conditions that MSMEs desire and the actual conditions they experience. Using the Service Quality Gap Model, this study created four action plans to improve MSMEs in West Java. By addressing the identified gaps and encouraging collaboration between MSMEs, government, academia and industry, the Sadulur platform can catalyze the sustainable growth and development of MSMEs in West Java. These gaps, which we refer to as 'customer gaps', are manifested in four main themes: 1) the potential for MSMEs to create innovative products more easily, 2) the need to develop a strong business foundation and build sustainable brand value, 3) the importance of improving business processes and management to increase efficiency, and 4) the need to build good relationships with external parties to expand networks and business opportunities. These findings form the basis for formulating an action plan to improve the quality of services provided to MSMEs.

Literature Review: Definition of Integrated Marketing Communication (IMC) in Indonesian Journals (2019-2022)

After 30 years of development, Integrated Marketing Communication (IMC) in Indonesia has been widely studied and published in scientific journals. From 2019 to 2022, 44 Indonesian scientific journals were identified through a Google search. This study aims to explore how IMC is defined in scientific journal articles from 2019-2022, considering the current context. The research employs a literature review method, using five definitions of IMC, which are then distilled into sixteen core ideas. The findings reveal that Indonesian scientific journals still adhere to two main definitional concepts: “IMC is comprehensive planning” and “IMC combines various communication elements.” The first concept suggests that IMC must be thoroughly planned, typically through its communication elements. The second concept emphasizes the combination of various communication elements. Additionally, the articles found that the communicated message is predominantly from the brand, although only partially. This indicates that IMC has expanded to include brand value. A few scientific journals have advanced further in defining IMC, though only in terms of managing various communication elements, without incorporating dialogue or database-driven development. Overall, this study reveals that the definition of IMC in 44 articles positions it as a strategic process in business and management, involving the planning, execution, and persuasion of brand communication programs. On the other hand, many definitions of IMC need to be considered as concepts, at the very least those drawn from IMC thought leaders, such as the five definitions used in this study.

Activities on Using Social Media for Branding in E-Commerce

In the context of e-commerce, social media plays an important role in building a brand. This article presents the theory of social media and branding in e-commerce, emphasizing how businesses can optimize their communication strategies to enhance brand value. Specifically, the article analyzes methods such as search engine optimization (SEO), social media marketing, influencer marketing, and affiliate marketing. At the same time, to have a more objective view, the current situation of using communication in brand building in Vietnam is assessed through leading companies in the industry, in terms of their communication strategies, business results and market share. The article also points out the challenges and limitations that businesses face in applying social media. Finally, effective solutions are proposed to improve the ability to use communication to build brands in e-commerce in Vietnam. In general, the article not only provides an overview of theory and practice, but also proposes specific directions to help businesses develop sustainably in a fiercely competitive environment.

EXPRESS: Unpacking the Role of Ethical Leadership in the Era of Sustainable Development Goals and Values-based Marketing

Tackling sustainable development goals (SDGs) has become a key strategic marketing activity for multinational enterprises (MNEs) to build their reputation and ensure their brand value. However, SDGs can cause goal conflicts for MNEs, resulting in firms not being equally responsive to all stakeholders. Therefore, this study aimed to explore how ethical leadership, underpinned by a corporate purpose, enables MNEs to pursue SDGs in foreign markets. The researchers argued that ethical leadership based on a corporate purpose can provide strategic direction for MNEs, thus enabling them to focus on selected SDGs that can be integrated into their values-based marketing agendas. Further, the findings revealed that a corporate purpose can offer consistency and perseverance in the exertion of ethical leadership at the local market level; however, ethical leadership may require organizational members to disassociate from structural inconsistencies and goal conflicts in pursuit of aspired SDGs. Thus, the study makes a significant contribution to the literature on international marketing by adopting an ethical perspective to explain how MNEs can strategically position themselves in relation to SDGs in international markets. The findings suggest that ethical leadership can build a foundation for credible marketing communication while serving as a driver of values-based marketing programs.

Towards the Effective Utilisation of Influencer Marketing in Nigeria

Advances in technology and the increased use of social media have made brands' usage of influencer marketing more widespread. Social media users no longer want to hear only from brands; they also want to listen to what others say about the brands and what their favourite influencers say. However, if brands do not understand how to utilise influencer marketing effectively, they cannot harness its benefits and minimise its drawbacks. Therefore, this position paper explored how organisations can gain desired results from well-planned influencer marketing efforts. It used the desk research methodology to gather secondary data on this subject matter. It discovered that organisations stand to benefit significantly from intentional and strategic influencer marketing campaigns if they consider several crucial factors such as the loyalty the influencer garners, how the influencer can persuade their audience, source credibility, content congruence, trustworthiness, values alignment, content informative value, content entertainment value, and the like. It was recommended that before working with influencers, organisations should be clear on their brand values and objectives to derive desired results. They should also develop influencer marketing guides, be more strategic and intentional when selecting influencers, and develop systems to monitor influencer marketing efforts effectively.

A Review of Tiktok Livestreaming Commerce

In recent years, live-streaming commerce has witnessed remarkable global growth, catalyzed in part by the COVID-19 pandemic. TikTok, originally a video-sharing app, has undergone rapid expansion and now offers livestreaming capabilities. This review aims to explore how TikTok livestreaming is reshaping the marketing landscape. The objective is to uncover the advantages of TikTok livestreaming for various stakeholders, shedding light on its potential implications for marketers, customers, and content creators. A comprehensive examination of existing literature was conducted, analyzing studies, reports, and academic papers. The analysis focused on the multifaceted benefits of TikTok live streaming for marketers, customers, and content creators. It also considered practical implications for businesses utilizing this platform. TikTok livestreaming fosters real-time engagement between marketers and customers, leading to enhanced trust and more effective product demonstrations. It appeals to younger demographics, offering a valuable marketing avenue. For customers, it facilitates interactive, informative, and emotionally engaging shopping experiences. Content creators can leverage TikTok live streaming to monetize their content and deepen connections with their audience, enhancing brand exposure. In conclusion, TikTok livestreaming is reshaping e-commerce by facilitating immersive, interactive, and trust-building experiences for marketers, customers, and content creators. Marketers should focus on quality interaction, product presentation, and partnering with suitable content creators. Collaborations with influencers should consider credibility and alignment with brand values. Leveraging TikTok's livestreaming capabilities offers the potential to cultivate customer loyalty and retention, transforming conventional marketing paradigms in the process

Should Global Brands Engage in Brand Activism?

Brand activism, taking a stance on current and divisive sociopolitical issues, has emerged as a novel means of expressing a brand's values and engaging with the firm's customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance. This research asks a novel question: Should global brands engage in activism? Using varying activism manipulations (e.g., statements and actions), five studies reveal consumer preference for activist global brands. More importantly, guided by schema change theory, the authors find that the positive brand activism effect is particularly strong for global brands associated with negative brand origin, irrespective of consumers’ prior attitude valence. However, brands with positive origin associations benefit from activism only when consumers’ prior attitude valence is in alignment. The authors also identify the mediating effects of self–brand connection, which has downstream consequences for behavioral intentions. Taken together, this work sheds new light on consumer perceptions of brand activism across cultures, elucidates why consumers prefer global brands that engage in activism, and offers actionable insights for global brand managers.

The brand behind the curtain: decoupling, recoupling and moral conflict in social media

Purpose Social media platforms have matured into significant arenas for moral conflict and often intense confrontation between brands and their consumers. This research aims to scrutinize the strategic development of a fresh brand entity deliberately detached from its morally compromised corporate parent, intended to reshape public perceptions and elude regulatory scrutiny. Design/methodology/approach Promoted as a center for transformative dialogue and innovation, Mission Winnow by Philip Morris is a novel example of a brand creating an entirely separate brand entity to provide sponsorship, and to associate itself with new brand values. This study employs a multisited netnography through which the posts and conversations on Mission Winnow’s platform and website hub are captured and interpreted, as well as the branded content and the free flows of consumers’ conversations generated around the brand on social media. Findings Findings reveal a broad interchange of moral controversy, acceptance and opposition discourses on social media. When consumers’ acceptance narratives gain traction, consumers extend their support toward the new brand entity, employing strategies that echo moral rationalization and decoupling. When resistance narratives dominate, consumers consciously draw connections between the decoupled brand and the parent brand’s immoral behavior. Originality/value This study expands upon prior research into brand activism and consumers’ moral reasoning toward controversial brands, linking the notion of brand decoupling to brand activism discourse and introducing key underexplored aspects like the power of imagery, linguistic creativity and nostalgia. Moreover, it presents significant implications for a more nuanced understanding of the important interrelationship of brand decoupling and recoupling on social media.

Halkla İlişkilerde Tüketici Aktivizminin Rolü: Şirketler için Yeni Bir Paradigma

Consumer activism refers to consumers collectively acting to create change in companies, and this phenomenon has been further strengthened by the new communication tools and social media brought by the digital age. In the past, companies largely controlled trends and consumer preferences with traditional advertising and marketing strategies. However, consumers’ increasing awareness and organizational skills have changed these power dynamics. Now, consumers can make their voices heard through social media platforms and digital tools and become an effective force for social change. However, consumer activism can also create a potential public relations crisis for companies. The public’s demand for policy and practice changes in an organization can threaten the reputation and financial performance of companies. Therefore, managing consumer activism has become a fundamental element of public relations strategies. Companies should use public relations tools to protect their brand reputation and maintain consumer trust by developing proactive and reactive strategies. While proactive public relations emphasizes brand values and transparency before crises, reactive public relations offers fast and effective responses during crises. Integrating consumer activism into brand strategy can provide significant benefits by aligning a company’s core values with the concerns and expectations of its consumers. Social media is an effective tool for engaging with activist consumers. Using social media platforms, companies can listen to consumer feedback, engage in relevant online conversations, and address concerns. Additionally, measuring the impact of consumer activism on brand perception is also critical for companies. Using analytics tools, companies can track consumer feedback and interactions. This provides important data to improve future strategies and better respond to the demands of activist consumers. Consumer activism is driving organizations toward excellence by creating a more engaged and responsive approach to public relations. Key Words: Public Relations, Consumer, Activism, Brand, Paradigm.

Assessment of brand value

With regard to the valuation of brands, there are many studies, concepts, methods, standards, recommendations and legal decisions. However, not all of them can be applied in practice, because evaluating the value of a brand from an economic point of view and the value of a brand in accordance with existing accounting and financial accounting standards is not an iden­tical valuation process, which is complicated by the procedure for recognizing a brand as an intangible asset, the opportunities and condi­tions for clarifying its value, understanding its market capitalization and its reflection in the balance sheet or the impossibility and inexpe­diency of such reflection, understanding the strength of the brand (on the example of the Apple brand) and branding (on the example of the Apple and Microsoft brands). This situation requires to study: the condi­tions under which a brand can be recog­nized as an intangible asset; what exactly can be consi­dered the value of the brand as an intangible asset; exactly what brand value can be reflected in the companyʼs balance sheet and under what conditions; why there is a frantic gap between the companyʼs book value and its market capitalization, what can be affected by a change in the market capitalization of the brand and how reputational risks can affect a change in the market capitalization of the brand. A compre­hensive overview of the complexity and multifac­torial nature of asses­sing the value of brands and its reflection in the financial statements of companies is offered. Hypothesis: There is only one meaningful form of value for evaluating and verifying the brand value: the price a buyer is willing to pay for the brand in a real deal. In the process of research, scientific methods of theoretical generalization and grouping were used (to systematize methods, methodologies, estimates of the value of brands and their analysis); formalization, analysis and synthesis (for interpretation of analytical materials); logi­cal generalization of results (formulation of conclu­sions). The existing opportunities, condi­tions and procedures for recognizing a brand as an intangible asset and assessing its value were considered and analysed; it was found that brands are increasingly not recognized as an intangible asset and their value is not included in the balance sheets of companies. Estimating the value of a brand as a separate intangible asset remains a problematic issue because of the valuation itself, its confirmation and annual revaluation, value fluctuations, which is compli­cated by the lack of an effective (active) market and a consistent procedure and practice for assessing brand value

Unveiling the Influences: Self-Esteem and Peer Impact on Luxury Consumption Among Consumers

In order to examine the impacts of peer influence and self-esteem on luxury consumption. This research employed online and offline questionnaire to gather customer self-esteem degrees, personality characteristics, along with conspicuous consumption behaviors. The information and data were construed through one-way analysis of variance (ANOVA) and multiple regression analysis. Accordingly, it was indicated that customers with higher degrees of self-esteem showed firmer willingness and action in luxury purchase intentions, and peer influence remarkably impacted their conspicuous consumption. In brief, self-esteem and peer influence are both key players in luxury consumption.Researches have revealed that consumers buy articles of luxury, in an attempt to satisfy the demands for materials and improve their self-worth and social positions. Luxury consumption is prominently impacted by collective self-esteem, since consumers believe that when they purchase luxury goods, their social position and personal image will improve. Moreover, peer correlations exert a highly important effect on young customers, which is deeply intensified by social media and celebrity effects.According to the findings, luxury brands need to take into consideration these points with regard to developing marketing tactics: for starters, meeting the demands of customers with discrepant degrees of self-esteem through individualized marketing tactics, with a focus on the product uniqueness and brand recognition. Secondly, through the transmission of brand stories and values, enhance emotional connections among consumers. Finally, leverage the influence of social media and opinion leaders to attract and retain young consumers. Through these strategies, luxury brands can better meet consumer needs and enhance market competitiveness.

Cooperation mode selection strategies in platform ecosystems: analyzing brand value, cross-selling, and platform empowerment

Purpose This paper aims to investigate the vertical cooperative relationship between the core enterprise and the manufacturer within the platform ecosystem, specifically analyzing the optimal decision-making processes of both parties under the original equipment manufacturer (OEM) and original brand manufacturer (OBM) modes. Design/methodology/approach This paper uses game theory to analyze the problem, considering factors such as brand value difference, cross-selling and platform empowerment. It constructs the game models for both OEM and OBM modes and discusses the selection strategies for the cooperation mode. Findings The results indicate that the choice of cooperation mode by the manufacturer and the core enterprise depends on the relative size of their brand values. In cases of inconsistent choices, cooperation can be improved by designing a transfer payment contract. When the brand value is constant, the product price is comprehensively affected by cross-selling revenue, price elasticity coefficient, cost coefficient of sales effort and cost coefficient of platform empowerment. The enterprise reduces the price only when the potential revenue brought by increasing product sales exceeds the marginal profit brought by increasing product pricing; otherwise, it raises the sales price. Originality/value The platform ecosystem is emerging as a future direction for business mode development. However, there is a paucity of research on the cooperation modes between manufacturers and core enterprises within the platform ecosystem.

MARKETING FACTORS OF COMPETITIVENESS MEDITERRANEAN MARKET OF TOURIST SERVICES

The article analyzes the system of marketing factors of the competitiveness of the Mediterranean leisure industry since the promotion of tourist services today becomes impossible without the use of modern technologies. It is noted that the digitalization of marketing communications allows for the formation of unique competitive advantages of the Mediterranean tourism industry through the use of an integrated approach to the most effective combination of classical marketing provisions and the potential of modern technologies in the competitive environment of the tourism industry. Classical marketing techniques and digital technologies offer enormous potential for maximizing tourism revenues, increasing tourism demand, improving the quality of supply and facilitating communication. The influence of marketing elements on the competitiveness of the tourism industry of the Mediterranean countries is evaluated. It has been proven that this influence is uneven and differs according to the destination and the stage of creation and provision and implementation of the tour service. This influence is observed most in the sphere of pricing in Spain and least - in the sphere of tourism product promotion in such European countries as Albania and African countries - Morocco, Algeria and Tunisia. Directions for the analysis of the competitiveness of destinations in the Mediterranean region are proposed, which can be carried out according to different criteria and through different perspectives, such as: customer expectations, tourist satisfaction and service value, tourist and destination motivations, branding, destination attractiveness, destination sustainability and destination value. It is emphasized that, in contrast to classical marketing, modified tourism marketing was formed as a mix that includes seven elements: tourism product, tourism product pricing, distribution of tourism services, tourism promotion, human potential, service provision process and customer service, and which to varying degrees provide competitive advantages of the countries of the Mediterranean basin. It is shown that the competitiveness of the Mediterranean tourism industry has a double structure. Its first element is the process of positioning tourist products on the market of leisure services, the second is the efficiency of the operational activities of tour operators. It has been confirmed that the drivers of the main changes in the market of tourist services of the Mediterranean that have occurred recently are the intensive introduction of information technologies in marketing activities, where the main trends in the development of the leisure industry have become the globalization of the tourist business and the dominance of Internet technologies in the system of promoting tourist services.

The Triple Bottom Line: Prioritizing CSR, Human Capital, and GHG Reduction for Sustainable Economic Growth in Indonesia

Our study, which covered the years 2008 to 2022, aimed to create “autoregressive vectors” to investigate the interrelationships between corporate social responsibility (CSR), greenhouse gas net (GHG), human capital (HCPT), and human resources in Indonesia. We used data from the World Bank, OECD, and Bank Republic Indonesia to conduct an analysis of the correlation between these variables. Our results showed that there are significant relationships between corporate governance self-assessment (CGS), GHG, and HCPT in Indonesia. The positive correlation between GHG and CGS suggests that as GHG emissions increase, the level of corporate governance self-assessment also increases. This finding implies that companies that prioritize reducing GHG emissions tend to have better corporate governance practices. Moreover, investing in reducing GHG emissions can have a positive impact on human capital development. However, the negative correlation between HCPT and CGS implies that an increase in human capital may result in a decrease in the level of corporate governance self-assessment. This finding highlights the importance of balancing investments in human capital with maintaining good corporate governance practices to ensure sustainable economic growth. Furthermore, promoting corporate social responsibility can enhance companies’ reputation and increase their brand value, which can positively impact their CGS. Therefore, it is essential for companies to prioritize CSR practices, invest in human capital development, and reduce GHG emissions to ensure sustainable economic growth and maintain good corporate governance practices in Indonesia. Keywords: corporate social responsibility, greenhouse gas net, human capital

Impact of Venue Atmosphere on Brand Intimacy In E-Commerce Live Streaming

Live streaming with e-commerce as a significant feature of the new retail model is providing a new interpretation and significance for the elements of people, goods, and the marketplace. This study focuses on how the atmosphere in e-commerce live broadcasting elements affects and enhances brand value, especially from the perspective of brand intimacy in brand value. Through empirical research using questionnaire survey data and structural equation models, this paper explores the mechanism by which the factors of people, goods, and venues in e-commerce live broadcasting affect consumer brand intimacy. The study found that the atmosphere support of the venue affects brand intimacy. This study constructs a theoretical framework for the relationship between the factors of people, goods, and venues in online celebrity live broadcasting and brand intimacy.