Brand Value Research Articles

Can Third-Party Brand Value Estimates Help Predict Cash Flows? A Machine-Learning Analysis

We evaluate the usefulness of third-party brand value estimates (BVE) in forecasting corporate cash flows. Our sample consists of BVE for publicly-listed firms published by brand consultancy firms Interbrand, Brand Finance and BrandZ between 2006 and 2021. We find a positive incremental impact of Interbrand and BrandZ BVE on one-year-ahead operating cash flows in in-sample regressions. However, out-of-sample predictions based on linear regressions and Machine Learning methods show that BVE have no incremental cash flow forecasting power over standard accounting information. Analyses of long-term stock returns on zero-cost brand-owner portfolios and immediate stock price reactions to BVE announcements support the non-relevance of third-party BVE for predicting operating cash flows. Our findings extend to free cash flow and earnings forecasts and hold under alternative methodological specifications.

The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective

This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact the willingness to purchase healthy brands. A quantitative, non-experimental, and cross-sectional study was conducted with a sample of 515 participants. A self-administered questionnaire was used, and the data were analyzed using the PLS-SEM method. The findings indicate that a healthy lifestyle positively influences the perception of quality and the social, emotional, and economic value of healthy brands. However, only perceived quality, social value, and emotional value significantly impacted the willingness to purchase, while economic value did not show a relevant effect. It is concluded that a healthy lifestyle is a determining factor in the perception of the value of healthy foods, which reinforces the purchase intention, except for economic value. These findings suggest that companies should prioritize strategies that reinforce the quality and emotional and social connections of their products to encourage the consumption of healthy brands. This study contributes theoretically to the perceived value model in emerging markets and provides practical implications for designing more effective marketing strategies in the Peruvian context.

A luxury consumption perspective on motivations for brand value co-creation in emerging markets

A luxury consumption perspective on motivations for brand value co-creation in emerging markets

Interactive Instagram Advertising as an Experiential Offering and Its Impact on Perceived Value of Fashion Brands

Instagram is widely used among fashion businesses to offer richer online shopping experiences. Based upon Pine and Gilmore’s experience economy 4E framework, this study viewed an Instagram ad as an experiential offering and examined the impact of its interactivity on enhancing perceived value of a brand mediated by 4Es. Structural equation modeling results indicate that interactivity within Instagram ads effectively generates entertainment and esthetic experiences, which in turn contribute to utilitarian, hedonic, and social values of a brand. Recognition of the multi-faceted experience derived from Instagram ad’s interactivity will help fashion businesses better develop marketing strategies to enhance targeted consumers’ brand perceptions.

How are brands associated by users in short videos-A study on the mechanism of user associations with brand placements in short videos based on signal theory.

The emergence of short video platforms has opened new avenues and opportunities for brand marketing. This paper investigates the mechanisms of brand dissemination in short videos, examining strategies for fostering brand associations to fulfill communication objectives. Drawing on signal theory, the study identifies the perceived value of short videos as the source of signals, with brand value and transparency serving as mediating factors, and brand association as the outcome. The research employs hypothesis testing and model building, supplemented by analysis of 560 valid questionnaires from research platforms, to scrutinize these mechanisms. Findings suggest that brand transparency and value effectively mediate the relationship between the perceived value and brand association, with brand transparency also mediating between perceived personality, utility, and brand association. Finally, this paper outlines management implications and acknowledges limitations based on the results.

Foreign Direct Investment, Brand Value, and Economic Performance: A Multinational Analysis

Foreign Direct Investment, Brand Value, and Economic Performance: A Multinational Analysis

The Avengers’ Marketing Strategy: A Case Study of Innovative Film Promotion in a Globalized and Digitalized Market

With the rapid development of the global entertainment industry, competition in the film market has become increasingly fierce. Driven in particular by technological progress, this study takes The Avengers as a case study to explore in depth its successful experience in integrating traditional and digital marketing methods. It analyses how it used innovative marketing strategies to drive box office growth, increase audience engagement, and enhance brand value. The study found that The Avengers made full use of viral social media communication, cross-industry collaboration, fan interaction, and word-of-mouth marketing in its film promotion. It successfully attracted the attention of audiences around the world through trailers, behind-the-scenes footage, and brand collaborations. In addition, the comprehensive marketing strategy that combined traditional media advertising with social media interaction, as well as global promotional activities, also greatly contributed to the film’s global box office performance. This study reveals the importance of innovation and integration of film marketing strategies for film success in the context of globalization and digitalization.

항공사 객실승무원의 미적이미지가 브랜드 가치와 만족도에 미치는 영향 연구 - 지각된 역량의 조절효과

With the evolution of the domestic aviation industry and the increase in the number of new airlines, competition is becoming increasingly fiercer. Airlines strive to imprint their brands on customers, and cabin crew, who are in direct contact with customers, play a decisive role in this process. The image of the cabin crew significantly affects the perceptions and preferences of customers, particularly the first impression, which can quickly become a strong standard for brand judgment. Despite the importance of the image of cabin crew, research on this topic remains insufficient. The main results are as follows. The elements that comprise the aesthetic image of the cabin crew include grooming, posture, hospitality, attitude, manners, and speaking style. This aesthetic image significantly impacts airline brand value. The perceived competency of cabin crew was composed of coping ability and expertise as subfactors. Among them, the moderating effect of expertise significantly impacted the relationship between airline brand value and customer satisfaction. The result emphasized the need to manage the aesthetic image and competency of airline cabin crew, which supports aesthetic labor theory. Specifically, this theory suggests that the appearance of employees should be specifically and clearly organized and developed to transform appearance into aesthetic competitiveness for the benefit of the company. This study presents the possibility of interdisciplinary research by combining aesthetics and tourism and exceeded theoretical considerations to derive strategic implications that link airline image branding with customer repurchase from the practical perspective. However, it study has a limitation, i.e., the subjects under investigation are limited. Thus, future research should expand the target to include customers from diverse cultural backgrounds and conduct in-depth comparative analyses between full-service and low-cost carriers.

The Impact of Pop Mart’s Hot Secondary Market on the Consumption Behavior of Mainstream Consumers and Brand Image

The blind box economy, as an emerging consumer phenomenon, capitalizes on the sense of surprise and anticipation driven by uncertainty. Pop Mart, a leading brand in this sector, has successfully attracted a vast consumer base through its unique design style and a wide range of co-branding strategies with various intellectual properties (IPs). The distinct sales mechanism of blind boxes has further fostered the development of a secondary trading market. This study focuses on the primary groups involved in Pop Mart’s secondary market by conducting surveys and interviews. Surveys were administered to a sample of buyers aged 16-30, aiming to capture their purchasing behaviors and motivations. In addition, interviews with senior trendsetters were conducted to explore the influence of the booming secondary market on consumer speculation and its impact. The analysis of the survey and interview data reveals that the consumers opt to buy “open box” items directly from the secondary market, the secondary market offers a form of speculation that differs from the primary market. This approach not only provides consumers with a wider range of choices but also offers the brand greater opportunities for consumer engagement and increased visibility. For trendsetters, their participation in the secondary market often act as brand ambassadors, enhancing brand value and extending product promotion within the secondary market. The operation of Pop Mart’s secondary market presents valuable insights for the future promotion and expansion of the brand. Moreover, it offers an effective reference model for other brands with similar business models.

국가 홍보 영상 트렌드 변화의 기호적 분석을 통한 국가 브랜드 고찰 - 한국의 홍보 영상을 중심으로

Now, the term brand has been extended to a broad sense used not only by companies but also by countries, cities, and individuals. In addition, it is used to increase competitiveness, away from the use of simply distinguishing it from other brands, and each country is working to increase the national brand value. To this end, each country is making various efforts to develop a positive national image and promote it by national branding, and as a methodology, they use a lot of promotional videos. In this study, a trend analysis of preference perspective was conducted on the videos of 'Imagine Your Korea', a YouTube channel of the Korea Tourism Organization that focuses on overseas promotion of Korea, and an in-depth analysis was conducted on the representative videos using Roland Barthes' theory of preference interpretation. As a result of the analysis, it was confirmed that various concepts and new expression methods were attempted, and it was confirmed that the promotion strategy was changed through video cases that have become various issues. In addition, it was possible to confirm the trend of positive promotional videos that took advantage of traditional culture, cutting-edge convergence, and K-culture, but it seems that various other materials need to be discovered.

Exploring perceptions of sustainability and its indicators in grape and wine production in South Africa

Sustainability has always been a divided term due to the individuality linked to it. Just like the sustainability concept, measuring sustainability has been difficult because selecting indicators is just as subjective. In the South African grape and wine industries, this is even more so given the urgency and need to be sustainable. However, research on what sustainability means and what to measure is limited and mostly one-dimensional. This research adds to the current knowledge by taking a multi-dimensional approach to sustainability and its indicators. A mixed-method design was used comprising of a questionnaire with stakeholders and a Delphi Technique. The results show that different stakeholders interpreted sustainability meaning subjectively and the environmental dimension dominated most perceptions of sustainability. Respondents noted the near-constant trade-offs between the three pillars but deemed the environmental as the most important but the social as the most difficult to achieve. Furthermore, grape/wine demand and prices, brand value and production/quality consistency were deemed relevant for economic sustainability, soil health, chemical/water use efficiency for environmental sustainability and living wage, safe work environment and children’s welfare for social sustainability. This research showed the difficulty respondents had with balancing the three pillars in the economic production condition of the country that constrains their effort to do more.

THE VALUE OF SUBAHNALE IDENTITY IN THE DIGITAL DESIGN MATARAM CITY REGIONAL ELECTION MASCOT

Subahnale’s existence is not only in digital mascot designs but is widely used by the younger generation in illustration designs and others. However, what values are contained in Subahnale’s motives in communicating in the Mataram city elections? This research aims to examine the value of Subahnale’s identity in the digital design of the Mataram City Pilkada mascot. Using qualitative methods, data collection was carried out through interviews, visual analysis of Subahnale motifs, and literature reviews and was based on Roland Barthes' semiotic theory. The research results show that Subahnale’s mascot design will increase its aesthetic appeal. Subahnale is digitally relevant in modern visual communication, demonstrating emotional value that encourages community involvement and strengthens local identity. The implications of the results of this research strengthen the political value of branding in safe, honest, and fair regional election activities.

Value of Personal Branding in COVID-19 Era

Purpose – This article aims to bring focus to the practical scenarios, individuals and businesses can use to build a strong Personal Brand. It raises directions on how PB can lead to business success, both financial and business goals-wise. Methodology/Approach – A sentiment analysis is used for understanding what strong Personal Branding is that serves as an quantitative indicator for this study. This article follows their traits in order to drive future research directions. Findings – An indisputable growth is shown of Personal Branding as an academic phenomenon. The COVID-19 pandemic amplified its importance in both digital and offline words. Furthermore, the principles of the circular economy provide a framework for sustainable personal branding, emphasizing resource efficiency and long-term adaptability. The article shows connections to employee branding, as well as methodological approaches and metrics that might be used for standardized measurement.

The impact of ESG components on brand value

In recent years, environmental, social and governance (ESG) issues have emerged as a significant area of focus for companies. Furthermore, the international trend is reinforced by the emergence of relevant regulations and the obligation to prepare sustainability reports in leading economies and in the European Union. The impact of ESG and its constituent elements (environmental, social, and governance) on financial performance has been the subject of extensive investigation, with the majority of studies documenting a positive correlation. This evidence substantiates the assertion that sustainability initiatives can yield financial benefits. Concurrently, research has accorded much less attention to the impact of ESG performance on brand value, which can be identified as an indicator of consumer perception. This study, based on data from 26 global corporations between 2012 and 2021, demonstrates that efforts in the areas of environmental and social responsibility have a positive impact on consumer perception, which translates into increased brand value. Nevertheless, such a relationship was not found in case of the governance component.

Research on Marketing Strategies for Pharmaceutical Distributors

Abstract Under the impact of the second-generation national health insurance, pharmaceutical distributors face significant survival pressures. Given that pharmaceutical distributors have shifted from a B2B (business-to-business) model to a B2C (business-to-consumer) model, the importance of marketing strategies is undeniable, and the content and combination of these strategies warrant further investigation. This study focuses on the key customer groups of pharmaceutical distributors in a B2C context and employs the Analytic Hierarchy Process (AHP) for analysis. The research aims to: 1) Identify key factors in marketing strategies using the 4P framework; 2) Develop the relative importance of the 4P dimensions using AHP; 3) Provide pharmaceutical distributors with a marketing mix based on the findings. The results reveal that the 'Product' dimension has more influence than the other dimensions (Price, Place, and Promotion). Within the Product dimension, 'Brand Value' is of utmost importance, 'High Value Advantage' is most crucial in the Price dimension, 'Convenience of Access' ranks highest in the Place dimension, and 'Development of Advantageous Promotional Combinations' is most significant in the Promotion dimension. JEL classification numbers: C83, M15, O31. Keywords: Pharmaceutical Distributors, Marketing Strategies, Marketing Mix, Analytic Hierarchy Process (AHP).

Optimization of Branding and Value Chain Mapping Using Artificial Intelligence for the Batik Village Clusters in Indonesia to Achieve Competitive Advantage

This research investigates the role of artificial intelligence (AI) in optimizing branding and mapping value chains to strengthen the competitive advantage of Batik Village Clusters in Indonesia. Employing a quantitative approach, the study analyzes survey data from stakeholders in the batik industry, focusing on their perceptions of AI's impact on branding and value chain processes. The study reveals that AI has a significant positive impact on branding optimization (t-statistic = 29.249, p = 0.000) and value chain mapping (t-statistic = 15.066, p = 0.000). Additionally, both branding optimization (t-statistic = 8.621) and value chain mapping (t-statistic = 16.853) were found to positively affect the competitive advantage of batik clusters. These findings suggest that AI can enhance branding efforts, improve value chain efficiency, and elevate the competitive positioning of Batik Village Clusters. The study provides actionable recommendations for batik entrepreneurs and policymakers, emphasizing the need to incorporate AI technologies to improve global competitiveness and ensure long-term sustainability in the batik industry

Reframing the value proposition for sugar brands: Policy, regulation, and consumer behavior in the Spanish Retail Market

The objective of this research paper is to investigate potential avenues for value creation in the refined sugar market for domestic use, a market currently facing a critical juncture. The growing concerns about the health impacts of sugar have resulted in a notable decline in demand. Furthermore, changes in European Union regulations have introduced additional operators into the Spanish market, increasing competition and amplifying the need for innovation. This study examines how brands can respond to these challenges by enhancing their value proposition through market segmentation, targeted marketing strategies, and adaptive packaging solutions. To achieve this objective, we have conducted market research, which involved an in-depth interview, and a questionnaire distributed to 402 individuals responsible for household purchases. The findings suggest potential approaches for addressing the needs of consumers with a focus on health and well-being, while simultaneously enhancing the durability of products, thus facilitating greater brand differentiation. Furthermore, the study underscores the pivotal role of public policies and regulatory frameworks in influencing consumer behavior and market dynamics. Policies promoting sugar alternatives, labelling requirements, and packaging innovations have been demonstrated to impact brand strategies and consumer preferences. By aligning with these policy-driven shifts, companies can enhance their positioning in a mature and competitive market. This research contributes to the existing literature on brand value in commodity markets by integrating insights into the impact of regulation and consumer segmentation. Our recommendations emphasize the importance of marketing strategies that are informed by an understanding of the policy context, which not only enhances brand equity but also promotes sustainable growth in the retail sugar industry.

Chinese Gen Z’s luxury fashion goods shopping behaviour via drop marketing strategies

ABSTRACT Since the inception of the drop marketing strategy, it has been very successful in various industries globally. This study aims to examine the key drivers motivating Chinese Gen Z consumers to get involved in drop marketing as well as to buy personal luxury goods available through drop marketing campaigns in the luxury fashion consumption context. Through a qualitative approach using personal interviews, we aim to reveal in-depth insights into the perceptions and motivations of Chinese Generation Z studying in the US when acquiring personal luxury goods available through drop marketing. Thematic analyses of interview data revealed five major themes. By investigating the perceptions, motivations, and decision-making processes of Chinese Gen Z consumers, we share meaningful insights into the personal luxury goods industry. The findings are especially important for luxury brand managers to maintain and enhance their endeavours in creating brand value, equity, and community using drop marketing strategies.

Overseas residency rights of Chinese listed firms' controllers: Impacts on R&D and public welfare donations.

By developing an intertemporal decision-making model, this paper investigates the impact of the acquisition of overseas residency by a firm's beneficial owner on the firm's intertemporal decision-making. By incorporating a discount rate in the model, the paper finds that obtaining foreign residency alters the temporal distributional characteristics of the utility of the beneficial owner, weakening its preference for intertemporal investment behaviors such as R&D and donations. We then conduct an empirical analysis using the propensity score matching method for Chinese listed firms. The results show that firms with overseas residency have significantly lower R&D investment and an increase in philanthropic donation intensity than other firms. This study provides some practical benefit and relevance to government public policymaking: for developing countries such as China, public policies that take into account incentive compatibility will be more conducive to R&D investments and charitable donations by companies that obtain overseas residency rights, thus enhancing their brand value and social well-being.

Identifying predictors of consumer willingness to purchase second-hand or rent clothing online

The most recent developments in the sustainable fashion indicate the need to further study circular consumption. Ethical identity is linked to decision-making as morally correct or incorrect in relation to perceived brand value and demographics of today’s modern consumers. The study focuses on the role of ethical intensity, perceived social and emotional value and demographic characteristics in relation to consumer willingness to rent or purchase second-hand clothing online. The study employed an online survey to collect data in the United Kingdom and Lithuania. These two countries are relevant for this study because they both are situated in Europe. They both have options for consumers to shop second-hand or rent clothing online, which allows for meaningful data comparison. The study’s findings suggest that demographics, that is, gender acts as significant predictors for consumer willingness to purchase or rent second-hand clothing online in both countries, while age is only significant for Lithuania but not for the UK. Ethical intensity is an important driver of consumer willingness to rent or purchase second-hand clothing online in the UK but not in Lithuania. Perceived social and emotional value is the strongest significant predictor in the consumer willingness to rent or purchase second-hand clothing in both countries. By examining the abovementioned drivers, the study contributes to knowledge on how to better predict consumer decision-making. Specifically, the study introduces ethical intensity construct to the online second-hand and rental clothing context to aid the explanation of consumer willingness to purchase second-hand or rent clothing in the online context. AcknowledgmentThis project has received funding from the Research Council of Lithuania (LMTLT), agreement No [S-MIP-22-27].