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Brand Equity and Advertising: Advertising's Role in Building Strong Brands
Abstract
Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands. S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity. A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity. A. Kirmani, V. Zeithaml, Advertising, Perceived Quality, and Brand Image. J. Lannon, Asking the Right Questions: What Do People Do with Advertising? B. Wansink, M.L. Ray, Expansion Advertising and Brand Equity. J.A. Edell, M.C. Moore, The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan, D. Chakravarti, Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships. Part IV: Perspectives on Brand Equity. J. McQueen, C. Foley, J. Deighton, Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt, C. Leavitt, W.L. Schneier, Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches. P.H. Farquhar, P.M. Herr, The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions. K. Nakamoto, D.J. MacInnis, H-S. Jung, Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush, Brands as Categories. E.M. Tauber, Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary. L. Winters, The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker, Are Brand Equity Investments Really Worthwhile? W.D. Wells, Brand Equities, Elephants and Birds: A Commentary.
... Firstly, the questionnaire framework is devised based on the needs of the research. In this study, the brand image of tea is measured using Biel [36] three dimensions (corporate image, product image, and user image); perceived value is measured using Sweeney and Soutar [6] four dimensions (functional value, emotional value, social value, and price value). The researchers formulated the questionnaire questions based on relevant literature from [36], [37], [38], [39], and [40], [6]. ...
... In this study, the brand image of tea is measured using Biel [36] three dimensions (corporate image, product image, and user image); perceived value is measured using Sweeney and Soutar [6] four dimensions (functional value, emotional value, social value, and price value). The researchers formulated the questionnaire questions based on relevant literature from [36], [37], [38], [39], and [40], [6]. The questionnaire is divided into four sections: ...
... The results show that a positive tea brand image significantly enhances consumers' intention to repurchase. This research utilized Biel [36], three-dimensional model of brand image (corporate image, product image, and user image) to comprehensively measure the tea brand image. In assessing corporate image, the study evaluated the company's strength, reputation, trustworthiness, social responsibility, and growth potential through five key questions, considering these factors crucial in enhancing consumer trust and brand loyalty. ...
This study is dedicated to exploring how brand image influences repurchase intention through perceived value in the Chinese tea market. Five randomly selected tea brands among the top twenty tea brands in Sichuan Province were chosen as the study sample. Corporate image, product image and user image were used to measure brand image; meanwhile, functional value, emotional value, social value and price value were used to assess perceived value; and repurchase intention was directly measured through questionnaires. Six hundred valid questionnaires from consumers of these five brands were collected through the Questionnaire Star platform and analyzed by structural equation modeling using SMARTPLS 4.0 software. The results show that brand image has a significant positive effect on perceived value and repurchase intention, and perceived value plays a significant mediating role between brand image and repurchase intention. These findings not only enrich the theoretical framework, but also provide practical strategic recommendations for brand management in the Chinese tea market, emphasizing the need to pay attention to the impact of brand image on consumer repurchase intention through perceived value in the process of brand image construction and management, so as to enhance consumer loyalty and promote sustained purchase behavior.
... Aaker and Keller laid the foundations of BE research. Aaker (2013) defined the BE in terms of cognitive psychology as 'a set of brand assets and liabilities associated to a brand, its symbol, and name that adds to and subtracts from the provided value by a product or service to a firm or the firm's customer'. In the above definition 'assets' represents brand awareness, brand associations, brand loyalty, perceived quality, and other proprietary assets. ...
... BE has been studied from three distinct perspectives. The first perspective is regarding cognitive psychology, which characterizes BE as the differential customer response to the brand's marketing activities that originates from customers' associations with the brand (Aaker, 2013;Keller, 2016). This point of view considers the fact that brands having high BE or the brands for which customers have relatively more brand associations tend to create relatively more favorable marketing mix responses from their customers in comparison to the brands having relatively less positive brand associations. ...
The emergence of social media applications has opened up new avenues for firms to establish digital connections with their consumers, with a particular emphasis on creating personalized advertising on social media platforms. It is crucial to ensure proper synchronization of content used for advertising on these platforms. The current study focuses on the theoretical model that elucidates how social media advertising contributes to the development of robust brand-related images on social media platforms. Prior research shows that advertising has a significant impact on brand image. Hence, it is essential to discover how this relationship works in terms of social media advertising and how the attitude toward advertising mediates the relationship. This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 325 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Smart PLS 4.0 were used for the data analysis. The study concluded that social media advertising has a direct effect on brand image and attitude towards advertising acts as a mediating role between advertising and brand image. Also, brand image has a direct effect on brand equity. The results provided several practical implications in understanding the underlying process of creating an effective social media advertising campaign that will impact the formation of consumers’ attitudes toward advertising and brand image, eventually leading to brand equity.
... This memory network or brand map connects brand image and shapes consumer perception (John et al., 2006). Although the brand image does not directly point to the actual monetary value, it is integral to brand equity (Biel, 1993). Brand equity is the value of a brand, and similar to brand image, it is intangible. ...
... Therefore, there should be a realistic expectation of the risk involved every time the endorsements are given to ensure it will not backfire on HMB's image. The danger of equity dilution is genuine because the brand image often impacts brand equity significantly; in fact, it drives brand equity (Biel, 1993). ...
Organizations often spend tremendous amounts of money to create a favourable brand image to overcome the competition and maintain the status quo in the market. This study investigates consumers’ valence towards the Halal Malaysia brand and whether consumers’ valence can quickly change after exposure to negative publicities. This study is exploratory, using a mixed method approach of qualitative and quasi-experimental design using an implicit association test (IAT). Findings from the interview showed that most informants are deeply affected by negative publicities due to the sensitive nature of Halal issues to Muslim consumers.
... However, the effect of non-advertising-based brand awareness on sales was non-existent. Our findings are consistent with previous research that has emphasized the importance of brand awareness in driving brand equity and sales (Keller and Lehmann (2003); Aaker and Biel (1993)). The positive relationship between advertising-based brand awareness and brand equity aligns with strong theories of advertising, which suggest that advertising can have a significant impact on consumer behavior. ...
This study explores the several sources of brand awareness and their differential impact on brand equity and market performance. The primary objective of this research is to disentangle those sources of brand awareness (advertising, and non-advertising awareness) and examine how each type influences brand equity building, and sales outcomes. Despite the recognized importance of brand awareness in marketing literature, there is a lack of comprehensive studies that differentiate between its various types and their specific effects. This research addresses this gap by providing a nuanced understanding of how different sources of brand awareness contribute to brand equity and market performance. The study employs a three step modeling approach, combining an adstock function, a state-space specification, and a mediation model to estimate the relationships between brand awareness, brand equity, and sales. The results indicate that advertising-generated brand awareness has a direct impact on brand equity, while other sources of brand awareness have no effect. Additionally, brand equity mediates the relationship between brand awareness and sales. This research fills a critical gap in the literature by providing a detailed analysis of the distinct roles played by different sources of brand awareness. It clarifies the debate between "strong theory" and "weak theory" of advertising by demonstrating that both theories can coexist, with advertising not only reinforcing consumer behavior but also building brand equity. By understanding the differential impacts of various types of brand awareness, managers can more effectively allocate resources to different marketing activities. For instance, investing in advertising can enhance both brand equity and sales, while leveraging distribution and word-of-mouth strategies can support these efforts by reinforcing brand recognition and loyalty.
... Meningkatnya kesadaran masyarakat akan perawatan tubuh dengan menggunakan produk hand body lotion secara rutin akan berdampak positif terhadap perusahaan yang bergerak di bidang kosmetik dan kecantikan dikarenakan masyarakat akan selalu melakukan pembelian terhadap produk hand body lotionnya, sehingga memberikan keuntungan bagi setiap perusahan di bidang kosmetik dan kecantikan. Oleh karena itu, apabila banyak masyarakat yang berminat untuk melakukan pembelian terhadap produk hand body lotion maka permintaan terhadap produk hand body lotion akan semakin meningkat (Aaker, David A. & Biel, 2018). ...
This study aims to determine the effect of brand image, product quality, halal certificates, and purchasing decisions on product demand. This research was conducted using a quantitative approach. The population in this study amounted to 300 with a sample of 75. The sampling method was simple random sampling technique. This study uses primary data using multiple linear regression data analysis using SPSS 15. Based on the results of the first hypothesis test, it is known that the significant value of brand image is 0.085 (sig > 0.05) with a t-count value of 1.750 <1.994 (t-count < t-table). The second hypothesis test showed a significant product quality of 0.825 (sig > 0.05) with a t-count value of 0.222 <1.994 (t-count < t-table), the third hypothesis test showed a significant halal certificate of 0.486 (sig > 0.05) with a t-count -0.700 < 1.994 (t-count < t-table), the fourth hypothesis test showed a significant 0.000 (sig < 0.05) with a t-count value of 4.368 > 1.994 (t-count > t-table). Based on the results of the fifth hypothesis test, it is known that the significant value is 0.000 (sig <0.05) with an f-count value of 22.193 > f-table 2.503. The results of this study indicate that Brand Image, Product Quality, Halal Certificate and Purchasing Decision simultaneously influence product demand.
... The MR was also shown to have a very significant and positive effect on each visitor's trust as r = 0.72, t-test = 4.45, and p ≤ 0.01. This hypothesis result is confirmed by other studies, including Aaker's (2013) perceived quality in destination tourism, and Ekinci et al. (2008), who also indicated that a destination's personality is a contributor to VT and satisfaction. ...
... The personal of a brand pertains to the "set of human characteristics that are typically associated with a brand" (Aaker, 1997). These traits play a vital role in shaping the general impression and sentiment associated with the bank, helping to differentiate each bank in the view of customers (Aaker & Biel, 2009). Every bank tries to cultivate a brand personality that resonates with its core principles, customer base, and intended brand positioning. ...
Understanding how gender impacts millennial retail banking customers’ bank identification, as well as their perceptions of bank brand personalities, is important, given that retail banks need to effectively segment their markets and develop targeted marketing campaigns to engage and retain millennial customers. The paper aimed to investigate the differences between millennial male and female banking customers in terms of their identification with their retail bank and the brand personalities they associate with their bank. The research utilized a self-executed survey, collecting data from a sample comprising 116 males and 119 females for analysis in South Africa. Using a descriptive research design, the study employed several statistical methods, including independent samples t-tests and multiple linear regression analysis, to observe the potential differences between the genders in bank identity and perceived brand personality. The analysis of the survey data revealed significant differences between male and female participants. It was found that males identified less with their retail bank compared to females. In terms of brand personality, males associated more with the community-driven personality and less with the success, sophistication, and sincerity brand personalities. On the other hand, sophistication (β = 0.356; p = 0.003) and community-driven (β = 0.432; p = 0.002) brand personality influenced the males’ bank identification. None of the brand personalities significantly affected females’ bank identification.
... When a brand is measured or related with collection of human traits, is entitled as Brand Personality (Aaker, 1993). When perceptions of a brand by and large match with the customer's traits, it means that brand personality works (Batra, Lehmann and Singh, 1993). ...
This study develops an empirical examination of brand personalities in cellular phone sector of Pakistan as a predictor of customer satisfaction. The purpose of this research is to develop a framework that how brand personality of cell phone can increase the level of customer satisfaction. This study also aims to test the moderating role of demographic characteristics (Gender and Age) in the relationship between brand personalities and customer satisfaction. A sample of 300 cell phone users from 5 cities of Pakistan is selected .Based on the survey of consumers of cell phones; the authors checked the effect of brand personality on customer satisfaction. Moderation Analysis was used to check the demographic characteristics effect (Gender and Age) on satisfaction and brand personality relationship. Results indicated that due to different dimensions of brand personality of cell phones, customer observed massive satisfaction level. So, since customer faced more satisfaction, they signified more intention towards brand. Further, our research also confirmed the moderating role of Customer Age. This study reveals that when cell phone manufacturing companies invest the human characteristics into their brand so that personality of their brand can develop, their customers can be more loyal towards organization and their level of satisfaction increased. Marketers and Brand Managers must develop marketing and advertisement activities in line with the personality of their cell phone brands. Originality / Value-Literature on post-purchase behavior and brand personality reveals that how different dimensions of brand personality can increase customer satisfaction and the role of age as a moderator. Our research adds to the literature of brand personality.
... A strong brand can command premium prices and create a perception of exclusivity. Effective market positioning through branding helps a product stand out, attracting a target audience and solidifying its place in the market [6]. ...
This study investigates the paramount significance of branding in the business realm and its profound impact on products. Branding, a strategic marketing tool, plays a pivotal role in shaping consumer perceptions, influencing purchasing decisions, and fostering brand loyalty. The research explores the multifaceted dimensions of branding, encompassing visual elements, brand messaging, and the overall brand experience. By analyzing case studies and market trends, the study aims to elucidate how effective branding not only distinguishes products in a saturated market but also contributes to the overall success and sustainability of businesses. The effects of branding on consumer trust, market positioning, and competitive advantage are scrutinized, highlighting its role in establishing emotional connections with the target audience. Additionally, the study delves into the impact of digitalization and social media on modern branding strategies, emphasizing the need for businesses to adapt to evolving consumer behaviors. Keywords: Branding, Marketing, Consumer Perception, Brand Loyalty, Competitive Advantage, Market Positioning, Brand Experience, Digital Marketing, Social Media, Business Success.
... Menurut (Kotler & Armstrong, 2018) desain produk merupakan konsep yang lebih besar dari gaya, artinya gaya hanya menggambarkan sebuah tampilan produk yang menarik perhatian, namun desain dapat menghasilkan estetika yang sangat menyenangkan dan membuat produk berkinerja lebih baik. Sedangkan citra merek Menurut (Aaker & Biel, 2009) bahwa seperangkat asosiasi unik yang diciptakan atau dikembangkan oleh pemasar. Selain itu, promosi menurut (Sumarwan & Tjiptono, 2019) menyatakan bahwa sebuah komunikasi dalam pemasaran, berarti kegiatan pemasaran yang memberikan sejumlah informasi, pengetahuan untuk mempengaruhi pelanggan agar membeli yang kemudian dikhususkan pada merek barang yang dijual oleh pelaku usaha. ...
This study aims to explain Product Design, Brand Image, Promotion and Product Quality on Customer Loyalty of Sanford brand bottled water. The population in this study were 227,663 people in Tanjungpinang City. Sampling using techniques based on chance (incedental sampling). The sample in this study were people who happened to use Sanford brand bottled drinking water (AMDK) products, so that a research sample of 100 people was obtained. This type of research is quantitative research. Primary research data comes from questionnaires. The data collected and tested using Smart PLS 3.0 software. The results of the study found that product design has no effect on customer loyalty, brand image has no effect on customer loyalty, promotion has an effect and is significant on customer loyalty, product quality has an effect on customer loyalty. Based on the results of hypothesis testing, the influential and significant value is found in the promotion variable (X3) on customer loyalty (Y), obtained a t-statistic value of 8.108> t-table 1.66 and a p-value of 0.000 < a significance value of 0.05. Based on the results of the coefficient determination or goodness of fit (R2) test, a value of 0.688 (68.8%) is obtained. Indicates that this research model is strong because it is able to explain 68.8% of the overall research. While the remaining 31.2% is explained by other variables not examined in this study.
... The brand image refers to the symbolic meaning created in the consumer's mind by attaching pictures to given product offerings. The extent to which a certain product or service can meet the customers' desired expectations is related to the perceived quality [2]. ...
It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies to create and build a brand that is conducive to influence purchase intention. Through a proposed conceptual research model, brand authenticity and brand image as the predictor variables, with brand preference as the outcome variable, the study investigates the causal relationship of these constructs, where eight (8) determinants of brand authenticity are assessed. Findings of the research support all nine proposed hypotheses, as a result, indicated that brand authenticity and brand image influence consumers' brand preference. The same model development for the current study can be applied in other geographical zones and in different contexts to prove its generalisability. This study assists fashion marketing practitioners and brand managers to remain sustainable and better identify the factors that influence brand authenticity and brand image on brand preference of luxury sneakers among young adults in South Africa. The rapid globalization and increase in competition has caused a shift in the luxury industry so marketers need to focus on the authenticity of a brand to influence consumers' brand preference. Theoretically, this study adds to the limited academic literature on the theory of reasoned action and the brand equity theory, with regard to branding.
... Citra merek telah didefinisikan oleh beberapa akademisi sejak pertama kali diperkenalkan oleh (Aaker & Biel, 1993) setelah sebelumnya (Gardner & Levy, 1955) memperkenalkan istilah citra sebagai bagian dari suatu produk. Menurut mereka, citra merek merupakan penilaian konsumen dalam sebuah pasar mengenai merek berdasarkan pengalaman pribadi atau reputasi yang diperoleh dari pihak lain. ...
... Penelitian asosiatif merupakan penelitian yang bertujuan untuk mengetahui hubungan antara dua variabel atau lebih. Karena dalam penelitian ini data berbentuk angka atau skala numerik, maka pendekatan yang digunakan untuk menganalisis hubungan antar variabel adalah dengan menggunakan pendekatan kuantitatif (Aaker & Biel, 2009). ...
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image dan Harga terhadap Keputusan Pembelian. Penelitian ini menggunakan pendekatan kuantitatif. Pengambilan sampel pada penelitian menggunakan teknik accidental sampling, dengan jumlah responden sebanyak 96 responden dari konsumen Chatime di Suncity Sidoarjo. Teknik pengumpulan data dengan menggunakan kuesioner yang didistribusikan melalui angket. Pengolahan data dalam penelitian ini menggunakan program software SPSS 22 (Statistical Program For the Social Sciences). Hasil penelitian menunjukkan bahwa: Brand Image berpengaruh terhadap Keputusan Pembelian Chatime di Suncity Sidoarjo dan Harga berpengaruh terhadap Keputusan Pembelian Chatime di Suncity Sidoarjo.
... Conclusively, when the brand personality trait is well-established and welldefined, consumers show higher brand preference, [23], [24]. Moreover, consumers strengthen the emotional relationship they have with the brand, [29], and they behave more loyal to the brand, [30]. Brand personality is so important to consumers and being that it can affect the choices of brands, i.e., choosing the brand that has the personality traits they search for or that are congruent with their personality, [1], [26], we focus our attention on brand personalities and how preference for them is established by consumers' characteristics (i.e., cultural background). ...
In this research, we examine the extent to which culture influences brand personality preference, based on specific personality dimensions. This research focuses on two main group-level cultures: individualists and collectivists. We introduce and examine the variations in preferences of Sincere, Competent, and Sophisticated brand personalities and how cultural orientations influence brand personality preference. Based on previous literature, we suggest that consumers in collectivistic countries show a higher preference for brands with Sincere personalities. Moreover, we suggest that consumers in individualistic countries show a higher preference for brands with competent and sophisticated personalities. We also suggest that the mechanism underlying these effects is the perceived symbolic meaning of the brand. This effect is moderated by the cultural background (collectivistic vs. individualistic) of the consumer. This research contributes to the literature on brand personality traits, brand symbolic meaning, and cultural orientations. We discuss implications for marketers for global marketing strategies.
... According to Keller, brand image is the perception of a brand that is existed in consumer memory [8]. Aaker and Biel defined brand image as a consumer's assessment of the brand in a market [9]. Meanwhile, Tjiptono said that brand image means a description of associations and consumer beliefs about certain brands [10]. ...
The increasingly high demands of modernization make people pay attention to their physical appearance to achieve the applicable beauty standards. Many people are dissatisfied with their physical appearance, even though their beauty standards differ. Various beauty brands are competing fiercely by making a breakthrough, namely using Brand Ambassadors who have unique and different appearances to enhance their image in the eyes of consumers. Instagram is used to build a brand image digitally, so it can more easily reach the public. This study aims to measure how the appearance of a different comedian’s Brand Ambassador influences the digital image of a cosmetic brand on Instagram. The research method uses quantitative questionnaires distributed to 110 respondents who are consumers of a beauty brand. The results of this study show that the appearance of a Brand Ambassador has a positive and significant effect on brand image by 71.77%. The test results for the coefficient of determination are only 65.2%, while 34.8% are influenced by other variables. It can be concluded that attractiveness must support another variable to strengthen the effect on brand image, such as visibility, credibility, and power. This research has limitations on the effect of brand ambassador appearance on brand image.
... Environmental impact: The manufacturing, use, and disposal of technology can have significant environmental implications. It is essential to consider the ecological footprint of these technologies and promote sustainable practices throughout their lifecycle [35]. ...
Sustainable practices in the fashion industry have become increasingly important in recent years due to environmental concerns and shifting consumer demands. This paper focuses on exploring sustainable practices in fashion marketing. The comprehensive literature review conducted sheds light on the current state of sustainability in the fashion industry and the significance of integrating sustainable practices into marketing strategies. Highlighting initiatives such as circular fashion, eco-friendly materials, and supply chain transparency, the paper discusses the potential benefits of implementing sustainable practices in fashion marketing. Additionally, case studies and examples are presented to showcase successful sustainable fashion marketing campaigns. The section aims to provide insights into how AI and machine learning can assist in driving sustainability, enabling fashion marketers to make informed decisions and meet the growing demands for ethical and eco-friendly fashion choices. By emphasizing the importance of sustainability in fashion marketing and exploring its potential in combination with AI and machine learning, this research paper contributes to shaping the future of the industry.
... Citra merek adalah penilaian konsumen terhadap merek tersebut dalam sebuah pasar. Penciptaan tersebut dapat tercipta berdasarkan pengalaman pribadi maupun mendengar reputasinya dari orang lain atau media (Aaker & Biel, 1993). Citra merek merupakan representasi keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengalaman masa lalu terhadap merek itu. ...
This study aims to analyze the influence of brand image, product quality, price perception, promotion on the purchase decision of Xiaomi smartphones in the city of Semarang. This research method is descriptive qualitative by obtaining primary data obtained directly from the source by using a questionnaire. The population of this study is consumers who have made purchasing decisions for Xiaomi smartphones in the city of Semarang. In this research using a purposive sampling method with a sample used in this study as many as 100 respondents. Data analysis used validity test, reliability test, multiple linear regression analysis test, F test, coefficient of determination test (R²) and t test (hypothesis), then by testing the data in this study using SPSS version 22. The results showed, a) the brand image variable is obtained from the regression coefficient (beta) of 0.297 with a significant level of 0.04 which means less than 0.05; b) the product quality variable is obtained from the regression coefficient (beta) of 0.255 with a significant level of 0.01 which means less than 0.05; c) the price perception variable is obtained from the regression coefficient (beta) of 0.283 with a significant level of 0.02 which means less than 0.05. In conclusion, brand image, product quality, price perception, and promotion found that these variables have apositive and significant effect on the decision to purchase a Xiaomi smartphone in the city of Semarang. Keywords: Brand Image, Product Quality, Perceived Price, Promotion
... Environmental impact: The manufacturing, use, and disposal of technology can have significant environmental implications. It is essential to consider the ecological footprint of these technologies and promote sustainable practices throughout their lifecycle [35]. ...
Sustainable practices in the fashion industry have become increasingly important in recent years due to environmental concerns and shifting consumer demands. This paper focuses on exploring sustainable practices in fashion marketing. The comprehensive literature review conducted sheds light on the current state of sustainability in the fashion industry and the significance of integrating sustainable practices into marketing strategies. Highlighting initiatives such as circular fashion, eco-friendly materials, and supply chain transparency, the paper discusses the potential benefits of implementing sustainable practices in fashion marketing. Additionally, case studies and examples are presented to showcase successful sustainable fashion marketing campaigns. The section aims to provide insights into how AI and machine learning can assist in driving sustainability, enabling fashion marketers to make informed decisions and meet the growing demands for ethical and eco-friendly fashion choices. By emphasizing the importance of sustainability in fashion marketing and exploring its potential in combination with AI and machine learning, this research paper contributes to shaping the future of the industry.
... All forming the fabric and texture of the brand's image and identity. The notion of brand image benefits has become one of the most important topics in the marketing literature (Wu, 2011;Aaker, 2013;Pinner, 2014;Zhang, 2015;Bhasin, 2016). For the consumers, many are becoming increasingly aware of the availability of brand image benefits, and some are even willing to pay more for them. ...
The aim of this study is to examine the effects of brand image benefits of symbolic, functional, social, and experiential on the overall satisfaction. A survey using 400 respondents is used to measure these effects. The theoretical and statistical relationship among these constructs are developed and verified by Smart Partial Least square (PLS) statistical software. Result show that symbolic, experiental, and function benefit are significant predictor of overall satisfaction, with experiential benefit as the most important followed by functional benefits. This study provides important implications on marketing and brand positioning.
... Brand image atau citra merek merupakan penilaian konsumen terhadap merek tersebut didalam sebuah pasar. Citra tersebut dapat terbentuk dari pengalaman pribadi maupun mendengarkan reputasi produk atau jasa tersebut dari lingkungan sosial maupun media (Herr et al., 1994) selaras dengan pendapat (Bakri Marlini, Krisjanous Jayne, 2020). Brand image atau adalah sekumpulan asosiasi tentang sebuah merek yang ada di dalam benak dan ingatan seorang konsumen, terdapat beberapa faktor yang mempengaruhi citra merek yaitu kualitas atau mutu, produk dapat dipercaya dan diandalkan, kegunaan produk atau jasa, harga, dan citra yang sudah dimiliki oleh produk tersebut (Schiffman & Kanuk, 2010). ...
Semakin banyak penyedia atau produsen produk dan jasa berimplikasi terhadap konsumen semakin selektif dalam memiliki produk maupun jasa. Banyaknya pilihan produk dan jasa, konsumen melakukan pencarian informasi dan memilih brand yang lebih dikenal oleh masyarakat sehingga mempengaruhi keputusan pembelian. Penelitian secara empiris ini bertujuan untuk menguji dan membuktikan pengaruh strategi marketing melalui digital marketing terhadap keputusan pembelian dimana variabel brand image merupakan mediasi. Data dikumpulkan dengan menggunakan teknik purposes sampling dimana 350 responden yang bertransaksi di Belah Doeren Bandung. Berdasarkan hasil analisis linier berganda dan sobel test menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dan brand image (sebagai variabel moderasi) dapat memperkuat atau meningkatkan pengaruh variabel Digital Marketing terhadap variabel keputusan pembelian.
... Globalization has contributed to increased competition, an aspect that has made firms to focus on developing their brand image. According to Aaker & Biel [1], advertising is perceived to play a key role in enhancing brand image, an aspect that has been echoed by different scholars over the years. Besides, some of the studies have suggested that advertising campaigns not only improve sales revenue to firms but also improve on brand equity [2]. ...
Globalization has contributed to increased competition in marketing especially in the field of advertising, an aspect that has made firms to focus on developing their brand image. The shift has been brought about by the introduction of new media channels, which include internet and social media. The process has therefore changed the way businesses conduct their marketing and branding as communication is embracing a multi-directional approach. This paper seeks to appreciate the concept of digital advertising as a marketing tool and its role in building brand image examining a number of examples of digital advertisements & discussing the digital advertising role in building and enhancing the brand image. The paper will as well acknowledge existing statistics on the topic and displaying some of the advertising samples that have adopted the practice.
This research paper examines the impact of sustainability and circular economy principles on the perceptions of the fashion industry among young consumers in Jamshedpur. It presents findings from a survey conducted with students of Mrs. KMPM Vocational College, aiming to describe their behaviour regarding brand awareness. Additionally, the paper provides a descriptive analysis of the circular economy's relevance to the entire sample of respondents in Jamshedpur. The study aims to highlight potential research issues in the fast fashion industry from both supplier and consumer perspectives.
Penelitian ini memiliki tujuan untuk mengetahui pengaruh brand ambassador, brand image dan country of origin terhadap minat beli konsumen pada produk skincare Korea Selatan COSRX. Uji pengaruh ini dilakukan untuk mengetahui pengaruh secara parsial dan simultan. Pada penelitian ini menggunakan jenis penelitian kualitatif. Sampel penelitian berjumlah 170 responden. Sumber data pada penelitian ini adalah data primer berbentuk kuesioner yang mana merupakan hasil tanggapan dari responden dengan kriteria pelanggan generasi Z yang telah menggunakan produk COSRX dan mengetahui brand ambassador terbarunya dan merupakan followers dari Instagram resmi COSRX Indonesia. Teknik analisis data dilakukan dengan pengujian hipotesis yaitu melakukan uji parsial (uji-t) dan uji simultan (uji F). Hasil dari penelitian menunjukkan bahwa variabel brand ambassador memiliki pengaruh yang signifikan terhadap minat beli konsumen, brand image memiliki pengaruh yang signifikan terhadap minat beli konsumen dan country of origin memiliki pengaruh yang signifikan terhadap minat beli konsumen.
This study aims to examine the influence of brand envoys, brand pictures, and online client surveys on the purchase choice of Scarlett Brightening goods in Mandiri Raya. The type of research used is quantitative by distributing polls through Google Structure to 100 respondents who have purchased Scarlett Brightening items. Sample determination using purposive. The data analysis technique uses multiple regression analysis and t-test tests. The results of the data analysis show that Brand Ambassador (X1) has a partial and significant effect on the Purchase Decision (Y) on Scarlett Whitening products. Brand Image (X2) has a partial and significant effect on the Purchase Decision (Y) of Scarlett Whitening products. Online Customer Review (X3) has a partial and significant effect on Purchase Decision (Y) on Scarlett Whitening products. Brand Ambassador (X1), Brand Image (X2), Online Customer Review (X3) have a simultaneous and significant effect on Purchase Decision (Y) on Scarlett Whitening products (case study on Scarlett Whitening consumers in Solo Raya)
SaIes of cosmetics are currentIy considered quite high considering the current consumer needs have started to take care of themseIves so that many beauty products appear. In Iine with this, companies are encouraged to be abIe to increase ceIebrity endorsement, brand awareness and brand image to customers. This study aims to anaIyze ceIebrity endorsement, brand awareness and SomeThin's brand image on purchase decisions. This research is a quantitative research with three independent variabIes, nameIy ceIebrity endorsement, brand awareness and brand image and the dependent variabIe is purchase decision. The data coIIection technique used in this study was using an onIine questionnaire with googIe form. The sampIing technique used was purposive sampIing of 74 Somethinc consumer respondents at the Indonesian Christian University, FacuIty of Management. Data anaIysis used muItipIe Iinear regression anaIysis and hypothesis testing. The resuIts of muItipIe Iinear regression anaIysis show the equation Y = 0.186 +0.491 X1 + 0.264 X2 + 0.213 X3 + e with the coefficient of determination is 0.588. This shows that the percentage of the independent variabIe's contribution is 59% and the rest is infIuenced by other variabIes not incIuded in this study. The t-test on the ceIebrity endorsement variabIe produces a tcount vaIue of 4.840 > ttabIe 1.994 and with a significance vaIue of 0.000 < 0.050 (0.05), the brand awareness variabIe produces a t-count vaIue of 2.361 > ttabIe 1.994 and with a significance vaIue of 0.021 < 0.050 (0.05) and the variabIe brand image resuIted in tcount 2.033 > ttabIe 1.994 and with a significance vaIue of 0.046 <0.05. The F test resuIted in Fcount 35.669 > FtabIe 2.73 with a significance vaIue of 0.000 <0.05, so it can be concIuded that the ceIebrity endorsement, brand awareness and brand image variabIes partiaIIy or simuItaneousIy affect the purchase decision. From the resuIts of this study, it can be concIuded that ceIebrity endorsement, brand awareness and brand image can increase purchase decisions for Somethinc consumers at the Indonesian Christian University, FacuIty of Management. Keywords: ceIebrity endorsement, brand awareness, brand image, purchase decision
Brand awareness is essential for a tourist destination to increase its a ractiveness. The use of Facebook Ads (advertising) is one way to help increase Brand Awareness significantly if done with the right ad design. As an effort to increase brand awareness, Obelix Hills certainly has its marketing strategy to reach people through its segmentation. This study aims to determine the design of Facebook ads that are effective in increasing brand awareness conducted by Obelix Hills. The method used in this study is descriptive qualitative. The data source was obtained from the results of interviews conducted with the Associate Manager of Advertising Obelix Hills and by using a desk study to complement other data so that the resulting data is valid. The object of this research is an advertising campaign carried out by Obelix Hills for the July-September 2022 period which is considered effective in increasing Brand Awareness. The results of this study show that the design of effective Facebook ads advertising pa erns is to pay a ention to the details of audience targeting such as interest, location, and age in accordance with the Unique Selling Points owned by the company.
Günümüzde markalar rakiplerinden ayrışmak ve tüketicilerin zihninde olumlu çağrışımlarla konumlanabilmek için çeşitli stratejiler geliştirmektedir. Tüketicilerin birçok marka mesajına maruz kaldığı bu dönemde markaların duygusal bağlar kurarak anlamlı mesajlar iletmesi gittikçe daha önemli hale gelmiştir. Bu bağlamda ilk olarak 19. yüzyılın başlarında kullanılmaya başlayan ve marka kimliğini yansıtarak markanın sözcüsü olan marka maskotları önemli birer araç olarak karşımıza çıkmaktadır. Temel amacı tüketicide olumlu marka çağrışımı yaratarak markayı hatırlatmak ve tüketiciyle bağ kurmak olan marka maskotları bu amaçlarını gerçekleştirebilmek için kültürle sıkı bir etkileşim içerisindedir. Birer kültürel anlatı olan marka maskotları, ortaya çıktıkları yerel kültürle kurduğu etkileşime ek olarak kültürlerarası iletişim bağlamında da önem arz etmektedir. Evrensel çekicilik yakalayabilen marka maskotları, hem yerel kültürde hem de uluslararası bağlamda markaya fayda sağlayabilmektedir. Bu tez çalışmasında İspanya'nın ulus kimliğinin bir parçası haline gelerek ikonikleşen Osborne Boğası örnek olarak seçilmiş ve marka maskotlarının kültürlerarası analizi İspanya örneği üzerinden tartışılmıştır. Bu bağlamda marka maskotlarının alımlanmasındaki kültürel etmenler, İspanya'da üretilen marka maskotlarının İspanyol tüketiciler ve diğer kültürden tüketiciler tarafından nasıl yorumlandığı ve satın alma isteklerini nasıl şekillendirdiği bu çalışmanın ana sorunsalları olarak belirlenmiştir. Bu sorunsallar kapsamında nitel araştırma yöntemi uygulanmış derinlemesine görüşmeler yapılarak veriler elde edilmiştir. Açık uçlu soruların yöneltildiği yarı yapılandırılmış görüşmeler, İspanya'nın farklı bölgelerinden 4 kişi ve İspanya'da minimum 1 yıl yaşamış farklı kültürden 6 kişi olmak üzere kartopu örneklem yöntemiyle seçilen toplam 10 kişiyle gerçekleştirilmiştir. Minimum 1 yıl yaşaması şartı, katılımcıların bu kültürü tanıması ve anlaması açısından gerekli görüldüğü için konulmuştur. Derinlemesine görüşmelerden elde edilen veriler tematize edilerek betimsel olarak analiz edilmiştir. Sonuç olarak maskotların alımlanmasında kişilerin kültürel arka planlarının ve tarihsel olayların önemli rol oynadığı görülmüştür. Aynı zamanda kültürle çok fazla iç içe geçerek ikonikleşen maskotların zamanla marka çağrışımını yitirdiği görülmüştür.
Anahtar Kelimeler: İspanya, Kültürlerarası İletişim, Marka Maskotları, Marka Çağrışımı, Osborne Boğası
This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS version 4 software. The results of the research show that Celebrity Endorsements have an effect on Purchase Intention. Celebrity Endorsement influences Brand Image. Brand Image influences Purchase Intention. Celebrity Endorsement influences Purchase Intention through Brand Image.
This research analyzes the performance of the Bangkalan Regency PUPR Service in handling road conditions in 2024. Using descriptive qualitative methods, this study found a significant decline in road quality from 2021-2023, with roads in good condition decreasing and heavily damaged increasing. The PUPR Department is facing major challenges due to budget cuts from 60 billion to 20 billion for preparations for the 2024 regional elections, causing a reduction in road repair plans. The research recommends priority improvement strategies, exploration of alternative funding, increased efficiency, and regular evaluation of the PUPR Service's performance to overcome road infrastructure problems that impact mobility and the community's economy.
This study aims to analyze the influence of green marketing, brand image, and service quality on the repurchase intention of fast food halal products at McDonald’s. This research was conducted using quantitative methods with data collection techniques using questionnaires. The sampling technique used purposive sampling technique. Validity and reliability tests using smart PLS analysis on the outer model. Hypothesis testing using the smartPLS inner model. The results show that green marketing has a positive and significant effect on repurchase intention, as indicated by a t-statistic value of 3.162 and a p-value of 0.002. Brand image also has a positive and significant effect on repurchase intention, with a t-statistic value of 5.026 and a p-value of 0.000. Additionally, service quality has a positive and significant effect on repurchase intention, with a t-statistic value of 6.865 and a p-value of 0.000. These findings suggest that improvements in green marketing, brand image, and service quality can increase consumers' repurchase intention for fast food halal products at McDonald’s. The practical implications of this research indicate that McDonald’s should focus on environmentally friendly marketing strategies, maintain a strong brand image, and enhance service quality to build customer loyalty and boost sales.
Characteristics of Miniso that relate to aesthetic trend in society and Miniso succeed to affect purchase decision of customers. The purpose of this research is to find the effect of Brand Image, Store Atmosphere and Visual Merchandising on Purchase Decision in Miniso Plaza Medan Fair. The population in this research is entire customers of Miniso Plaza Medan Fair in 2020 with the amount of samples are 100 respondents. Method of data collection is using the questionnaires. Based on partial test obtained the result that brand image, store atmosphere, and visual merchandising severally have positive and significant effect on purchase decision. Beside that simultaneous test obtained that brand image, store atmosphere, and visual merchandising simultaneously have positive and significant effect on purchase decision. The result of coefficient determination test is that R square value is 0,84 which means brand image, store atmosphere, and visual merchandising contribute the effect on purchase decision by 84% and the rest is affected by other factors that not included in this research. The conclusion is there are a positive and significant affect among brand image, store atmosphere, and visual merchandising on purchase decision in Miniso Plaza Medan Fair.
The escalating dangers of climate change and the worsening situation of increasingly at-risk social groups present a multifaceted challenge for brands. In this environment, companies committed to sustainability, continuous improvement, and resilience must prioritize reviewing and professionalizing their storytelling strategies. This chapter introduces the concept of “empathy” as a core organizational value and explores how it can be harnessed to produce authentic narratives. Authentic storytelling, in turn, fosters strong connections and bridges the gap between brands and their audiences. By analyzing and reflecting on the crucial role of this ability, this project aims to contribute to the field of communication. Empathy should be a valued and actively cultivated skill within organizations because by embracing empathy, brands can develop unique competitive advantages through authentic storytelling.
The trend towards online purchases continues to grow globally with significant increases in both the number of consumers and the volume of transactions. Indian e-commerce market is likely to show positive growth trend in the coming years. The study focuses on the role of persuasion and the factors related to attitude formation that leads to purchase intention among the population. The literature study covers online purchases, factors, time period from 1967 to present year. The identified variables for the study are marketer generated content, user generated content, social influence, trust, persuasion, attitude and purchase intention. The conceptual framework is proposed and is designed from the above select variables to understand the role of persuasion and its influence on attitude and purchase intention.
p> This study aims to determine the effect of price, product quality, and the company's brand image on customer satisfaction in Semarang Herborist Oemah. The sampling method in this study used purposive sampling, namely taking sample members based on certain criteria. The certain criteria used as samples are; 1). Consumers who buy products from Oemah Herborist are individual customers, not corporate customers (business customers). 2). Oemah Herborist Semarang consumers are those who buy Herborist products for the 2021 period. 3). Customers have purchased Herborist products at least 2 times. Based on the samples taken with certain criteria above, 100 people (respondents) were obtained. Hypothesis testing uses multiple linear analysis methods with SPSS tools. Price has a significant effect on consumer satisfaction with a t count > t table, namely 2.941 > 1.984 and a probability value of 0.004 <0.05, product quality has a significant effect on consumer satisfaction with a t count > t table, namely 3,331 > 1.984 and a probability value of 0.001 < 0.05 while brand image has no effect and is not significant on consumer satisfaction with a t count < t table, namely 1.101 < 1.984 and a probability value of 0.273 > 0.05. The suggestion in this study is that companies should pay attention to the pricing process and consider several price indicators so that prices will not be a problem for consumers. Companies must also maintain the quality of their products to maintain consumer satisfaction. </p
p align="justify">Produk kecantikan atau perawatan kulit merupakan produk perawatan diri untuk meningkatkan rasa percaya diri, khususnya bagi masyarakat modern. Seiring waktu, perawatan kulit telah menjadi bagian penting dari kebutuhan pria maupun wanita. Penelitian ini bertujuan untuk menganalisis Pengaruh Word Of Mouth dan Citra Merek terhadap Keputusan Pembelian produk MS Glow di Kota Semarang.
Jenis penelitian ini adalah Explanatory Research yaitu penelitian berdasarkan hubungan kausalitas antar variabel. Populasi pada penelitian ini adalah konsumen MS Glow di Kota Semarang yang tidak diketahui jumlahnya, Sampel pada penelitian ini sebanyak 96 responden menggunakan teknik pengambilan sampel non random sampling dengan metode purposive sampling yaitu pengambilan sampel berdasarkan kriteria yang telah ditentukan. Jenis data menggunakan data primer seperti wawancara, kuesioner dan sekunder seperti jurnal, buku. Pada penelitian ini menggunakan analisis regresi berganda dengan bantuan program SPSS for windows versi18.
Hasil analisis menunjukkan bahwa variabel Word Of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian, variabel Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian MS Glow di Kota Semarang. Pengaruh dominan dalam mempengaruhi keputusan pembelian dalam penelitian ini adalah variabel Word Of Mouth . Terdapat nilai koefisien determinasi sebesar 15,1%, sedangkan sisanya dapat dijelaskan oleh variabel lain yang tidak terdapat dalam penelitian ini. Variabel Word Of Mouth dan Citra Merek secara simultan berpengaruh signifikan terhadap Keputusan Pembelian.</p
This chapter addresses the gap in the literature regarding brand personality metrics in the hotel industry. Despite extensive studies on various brands globally, limited research exists in the hotel sector. Brand personality is pivotal for differentiating hotels and attracting their target market. Aaker's five-dimensional brand personality scale (BPS) was employed in a case study at Hotel Garden in Pristina, Kosovo. This study, employing both qualitative and quantitative methods, engaged 68 participants. Hotel Garden demonstrated higher scores in sincerity, competence, excitement, and sophistication, aligning with Aaker's dimensions, while ruggedness received less emphasis. Findings underscore the need for brand-aligned strategies, highlighting the role of human resources and organizational culture. This chapter explores the findings and offers strategies that, when applied to human resources, should take into account the relationship with BPS.
Analysis of the Influence of Service Quality on Patient Satisfaction at the Ngudi Sehat Manang Baki Sukoharjo Clinic. This research aims to determine and explain the influence of Service Quality consisting of Reliability, Guarantee, Physical Evidence, Empathy and Responsiveness on Patient Satisfaction at the Ngudi Waras Manang Baki Sukoharjo Clinic. The population of this study was all 257 patients of the Ngudi Sehat Manang Baki Sukoharjo Clinic in 2023 with a sample of 125 people using the Ferdinad formula. Data collection using questionnaires. The data analysis techniques used for statistical analysis are multiple linear regression test, F test, t test, and coefficient of determination. The research results show that service quality has a positive and significant effect on patient satisfaction at the Ngudi Sehat Manang Baki Sukoharjo Clinic. Physical evidence contributed to patient satisfaction by 97%, while the remaining 3% was explained by other variables not proposed in this study. The suggestion from this research is that the Ngudi Sehat Manang Baki Sukoharjo Clinic needs to improve all dimensions of service quality so that patient satisfaction can increase.
This study aims to determine the effect between lifestyle and brand imaged on purchasing decisions on Kawasaki Ninja Sport Motorcycle in Surabaya. The study used quantitative method through a population approach of Kawasaki Ninja’s owners in the city of Surabaya. Data was collected by non-probability sampling, also purposive sampling techniques with total of 66 respondents. The data collection method is raised through survey results engaged with Partial Least Square software as analysis tool. The research shows that the lifestyle and the brand image have a significant influence on purchased decision of Kawasaki Ninja Sports Motorcycle. Then it can be concluded as the higher between lifestyle demand, also the better brand image for the brand, it will affect on buying decision for the Kawasaki Sports Motorcycle in Surabaya.
Gündəlik tələbat malları bütün ölkələrdə əhalinin büdcəsinin əsas qismini təşkil edir. Bu məhsulların pərakəndə ticarəti, istehlakçılar və siyasətçilər tərəfindən çox diqqət çəkmişdir, çünki yaxşı işləyən pərakəndə satış sektoru bu əhəmiyyətli məhsulların gündəlik olaraq yüksək keyfiyyətli və aşağı qiymətə tədarükü üçün vacibdir. FMCG məhsullar rəf dövriyyəsi çox olan, nisbətən aşağı qiymətə satılan, satınalmaq üçün çox fikir, vaxt və maliyyə resursu tələb etməyən mallardır. Hər bir FMCG məhsulunun mənfəət marjası daha azdır, amma çox sayda məhsulun satılması fərq yarada bilir. FMCG məhsullar istehlakçılar tərəfindən tez-tez alınan və istehlak olunan gigiyenik ləvazimatlar, sabunlar, kosmetika, diş məcunu məhsulları, təraş məhsulları, yuyucu vasitələr və şüşə qablar, lampalar, batareyalar, kağız məmulatları, plastik məmulatlar və vedrələr kimi dayanıqlı olmayan digər məhsullardır. Buna görə də, bu araşdırma, Azərbaycanda brendin istehlakçıların satın alma qərarlarına nə dərəcədə təsir etdiyinə fokuslanır. Tədqiqat göstərdi ki, bir çox respondent qiymət və keyfiyyətə əsaslanaraq FMCG məhsullara üstünlük verir. Tədqiqatın nəticələrinə əsasən, tədqiqat marketinq mütəxəssislərinə brendinq fəaliyyələrinə diqqət yetirməyi və bunun üçün kifayət qədər büdcə ayırmağı tövsiyə edir. Açar sözlər: FMCG, satınalma qərarı, brend, istehlakçı davranışı.
The purpose of this study is to analyze the effect of the discount, brand image and in-store display toward impulsive buying at the Matahari Department Store in the Bengkulu City. The data used in this research is the primary data obtained from the questionnaire to the dissemination of the results of the customers of the Matahari Department Store in the Bengkulu City. The sample used in the analysis was 185 respondents. Data analysis method used is descriptive analysis and multiple linear regression analysis. From hypothesis testing retrieved results: first, the discount variable has a positive significant effect on impulsive buying. Its means are, if the discount is good, will be increasing of customers to impulsive buying. Second, the brand image variable has positive and significant effect on impulsive buying. Its means are, if the brand image is good, will be increasing of customers to impulsive buying. Third the in-store display variable has positive and significant effect on impulsive buying. Its means are, if the in-store is good, will be increasing of customers to impulsive buying. Keywords: Discount, Brand image, In-store display and Impulsive buying
Perempuan sering kali diabaikan, direndahkan, dan dipaksa dimasukkan ke dalam kotak berjudul standar kecantikan. Perempuan cantik harus tinggi, langsing, berkulit putih, berambut hitam panjang, dan masih banyak lagi kualifikasi yang harus dipenuhi untuk diakui kecantikannya. Perempuan juga terikat dengan peraturan dan norma-norma tertentu yang mana perempuan harus selalu menyetujui peraturan tersebut. Penggunaan lingerie adalah salah satunya. Lingerie diketahui sebagai pakaian yang digunakan untuk memuaskan hasrat laki-laki, dan perempuan yang mengenakannya akan dicap sebagai perempuan yang kurang baik dan berkurang rasa hormat dan nilainya. Untuk mematahkan kedua stereotip ini, Nipplets melalui kampanyenya, Real People Real Body angkat bicara, mengedukasi dan memberikan informasi terkait standar kecantikan dan lingeries untuk meningkatkan kepercayaan diri wanita. Tujuan dari penelitian ini adalah untuk mencari tahu apakah terdapat dan seberapa besar pengaruh antara Pesan Kampanye, Persepsi Konsumen dan Brand Image. Penelitian ini menggunakan metodologi Kuantitatif. Penelitian ini membuktikan bahwa terdapat pengaruh antara Pesan Kampanye RPRB dan Persepsi Konsumen terhadap Brand Image Nipplets sebesar 45,5%.
The purpose of this paper is to explore the connection between brand character and customer commitment. The personality of a brand describes how its products and services are perceived by its target audience. Brand engagement refers to the emotional investment and participation of customers in a brand. Highlighting significant results and research gaps, this study delivers a complete literature analysis on brand personality and consumer brand engagement. In this article, we investigate how brand character influences customer loyalty. Brand personality was shown to have a significant impact on customer involvement, with certain attributes being more strongly connected with engagement than others. Brand trust, perceived quality, and brand loyalty were shown to mitigate the impact of brand personality on consumer involvement. The results have far-reaching implications for brand managers hoping to build stronger connections with consumers. Managers may improve marketing tactics that connect with customers on an emotional level by learning how brand personality influences consumer engagement. Understanding the role of brand personality in customer behavior is important, and this research helps brand managers learn how to use this idea to boost consumer commitment to their products. Keywords: brand character, customer commitment, brand personality, brand engagement, emotional investment, participation, customer loyalty, perceived quality, brand trust, brand managers, marketing tactics, consumer behavior.
La transcreación es una práctica que consiste en la adaptación interlingüística e intercultural de materiales de tipo promocional (principalmente, en los ámbitos de la publicidad y el marketing). A lo largo de los últimos años, ha cobrado una importancia creciente en el sector de los servicios lingüísticos, en un contexto caracterizado por la devaluación de la traducción humana (debido a dinámicas de mercantilización) y por su automatización de la mano de tecnologías como la traducción automática neuronal. En este panorama, la transcreación ha ganado importancia como un servicio de valor añadido, que ha captado el interés tanto de empresas como de investigadores, los cuales han trabajado en el desarrollo de diferentes definiciones sobre la práctica.
A pesar de estos esfuerzos, las caracterizaciones existentes sobre la transcreación no han tenido en cuenta la visión de los individuos que ofertan este servicio. Partiendo de la hipótesis de que los profesionales que ejercen esta práctica pueden proporcionar información valiosa sobre su naturaleza, esta tesis plantea una caracterización de la transcreación mediante un estudio de corte sociológico basado en la realización de una serie de entrevistas y encuestas, todo ello articulado en torno a cinco objetivos: (i) explorar si los profesionales perciben la transcreación como una estrategia, un servicio o como ambos; (ii) examinar si los profesionales perciben la transcreación como un servicio de valor añadido y las posibilidades de este en términos de desarrollo profesional; (iii) obtener datos de tipo cualitativo y cuantitativo sobre la remuneración de la transcreación; (iv) recopilar información sobre el tipo de clientes que solicitan servicios de transcreación; y (v) explorar la percepción de los profesionales sobre los motivos del interés en la transcreación.
A partir de los resultados obtenidos, es posible llegar a cinco conclusiones alineadas con los objetivos de la tesis: a) los profesionales perciben la transcreación como un servicio y una estrategia, lo que puede tener implicaciones en la revalorización de prácticas existentes que no son percibidas en la actualidad como "transcreación"; b) la transcreación se percibe como un servicio de valor añadido, lo que en principio implicaría una mejor remuneración y competitividad, así como un mayor nivel de empoderamiento de los profesionales; c) la transcreación es un servicio que parece estar mejor remunerado que otros en el mismo mercado (como la traducción); d) aunque tradicionalmente se ha considerado un servicio ofertado y demandado por empresas del sector de los servicios lingüísticos, la mayor parte de la demanda de servicios de transcreación parece proceder de empresas del ámbito de la publicidad, el marketing, la comunicación y las relaciones públicas; y e) los profesionales perciben que el interés del sector de los servicios lingüísticos en la transcreación se debería principalmente a la necesidad de hacer frente a nuevas demandas del mercado.
Los resultados y conclusiones de la tesis permiten afirmar que este es un terreno fértil para el desarrollo de nuevas líneas de investigación como la identificación de prácticas no consideradas como transcreación en la actualidad, el análisis de la conceptualización del concepto "valor añadido" por parte de los profesionales y clientes que ofrecen y demandan servicios de transcreación, el análisis pormenorizado de las prácticas de remuneración del servicio de transcreación, la estimación de la demanda potencial de servicios de transcreación en mercados diferentes al sector de los servicios lingüísticos y el estudio de las necesidades formativas de los profesionales futuros o en activo en relación con el servicio.
Konten merupakan faktor krusial dalam komunikasi pemasaran melalui media sosial. Konten dapat membentuk citra merk dan pada akhirnya minat beli konsumen. Penelitian ini bertujuan untuk mengetahui peran konten instagram dalam memediasi pengaruh citra merek terhadap minat beli pada brand Geoff Max. Dengan melibatkan sampel sebanyak empat ratus pengikut Instagram Geoff Max, penelitian ini menguji peran citra merk dalam memediasi pengaruh konten Instagram terhadap minat beli konsumen Geoff Max. Pengujian yang dilakukan dengan analisis jalur menunjukkan bahwa konten Instagram berpengaruh signifikan terhadap citra merk. Disamping itu, citra merk berpengaruh signifikan terhadap minat beli konsumen Geoff Max. Uji Sobel menunjukkan bahwa citra merk secara signifikan memediasi pengaruh konten Instagram terhadap minat beli konsumen Geoff Max
The objective of this research is to investigate consumer behavior and factors influencing the purchasing of brand-name products through online channels, specifically focusing on consumers in Mueang District, Nakhon Si Thammarat Provinceม. The study aims to gain insights into the behaviors and factors influencing consumer purchasing decisions in this specific region. The research will involve collecting data from a sample group of 400 participants. The statistical analysis will encompass descriptive statistics, such as frequency, mean, and standard deviation, as well as inferential statistics, including the chi-square test, multiple regression analysis, and logistic regression analysis. The study findings reveal the following key insights: Firstly, personal factors, such as gender, occupation, and income, significantly impact the choice of purchasing channels, types of products purchased, preferred payment methods, average expenditure per purchase, and recipients of the purchased products. Secondly, risk factors play a crucial role in determining the preferred purchasing channels and payment methods among consumers. Thirdly, the acceptance of technology significantly influences the choice of payment methods adopted by consumers. Finally, perceived value factors have a significant impact on the choice of purchasing channels, primary motivations for making purchases, and preferred payment methods.
This study aims to: 1) analyze the effect of service quality and brand image on customer satisfaction, 2) analyze the effect of service quality and brand image on customer loyalty, 3) analyze the effect of customer satisfaction on customer loyalty, 4) analyze the effect of service quality and brand image. on customer loyalty through customer satisfaction. The research was conducted at Bank BRI Kemayoran Branch Office with a research sample of 100 customers. The sampling technique used is a simple random sampling technique. The data analysis method used descriptive analysis and path analysis. The results showed that: 1) there is an effect of service quality and brand image on customer satisfaction, 2) there is an influence of service quality and brand image on customer loyalty, 3) there is an influence of customer satisfaction on customer loyalty, 4) customer satisfaction plays a role in increasing service quality on customer loyalty and customer satisfaction does not provide an increase in the brand image on customer loyalty.
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