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1
Putra, Bagus Nyoman Kusuma, and Tiksnayana Vipraprastha. "PERSONAL BRANDING, SOCIAL MEDIA MARKETING, DAN WORD OF MOUTH DALAM MENINGKATKAN BUYING DECISION PADA KONSUMEN E-COMMERCE SHOPEE." Modus 34, no. 1 (January 25, 2022): 75–84. http://dx.doi.org/10.24002/modus.v34i1.5061.
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ABSTRACT In doing a good marketing effort to attract consumer purchasing decisions is to pay attention to personal branding, social media marketing and word of mouth. With the increasing number of purchasing decisions, especially those aimed at E-Commerce Shopee consumers, this study aims to find out the relationship between personal branding, social media marketing and word of mouth on purchasing decisions. This study involved 130 respondents. There are three hypotheses put forward for in-depth analysis. There are differences in previous studies, the results state that there is a relationship between personal branding, social media marketing and word of mouth on purchasing decisions. This research provides a number of implications, limitations and directions for further research. Keywords: personal branding; social media marketing; word of mouth; buying decision ABSTRAK Dalam melakukan usaha pemasaran yang baik untuk menarik buying decision konsumen adalah dengan cara memperhatikan personal branding, social media marketing dan word of mouth. Dengan semakin meningkatnya buying decision terutama yang ditujukan pada konsumen E-Commerce Shopee, penelitian ini bertujuan untuk mencari tahu hubungan personal branding, social media marketing dan word of mouth terhadap buying decision. Penelitian ini melibatkan 130 responden. Ada tiga hipotesis yang dikemukakan untuk dianalisis secara mendalam. Terdapat perbedaan pada studi sebelumnya, hasil menyatakan bahwa adanya hubungan antara personal branding, social media marketing dan word of mouth terhadap buying decision. Dalam penelitian ini memberikan sejumlah implikasi, batasan dan arahan untuk penelitian selanjutnya. Kata kunci: personal branding; social media marketing; word of mouth; buying decision
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Tati Haryati and Jumadil Wahid. "Pengaruh City Branding “Beautiful Malang”, Citra Kota, Terhadap Minat Berkunjung, dan Keputusan Berkunjung." SKETSA BISNIS 5, no. 2 (August 29, 2019): 123–32. http://dx.doi.org/10.35891/jsb.v5i2.1589.
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English
This study aims to know and explain the influence of city branding on the interest of visiting, the image of the city of visiting interest, city branding against the decision of visiting, the image of the city against the decision to visit, city branding against visiting decisions through visiting interest, the image of the city against the decision to visit through visiting interests, visiting interest in visiting decisions. This type of research is explanatory research with a quantitative approach and using path analysis. The population of this study is Malang City Tour 2018, The sample used in this study as many as 100 respondents taken using convenience sampling. The results of this study indicate that the city branding is not significant to the interest of visiting, the image of the city significant to the interest of visiting, city branding is not significant to the decision of visiting, the image of the city significant to the decision visiting, city branding significant to the decision of visiting, the image of the city significant to the decision to visit through interest visited, visiting interest is not significant to the decision of visiting.
Keywords: Branding, City image, Visiting Interest, Visiting Decision.
Indonesia
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh city branding terhadap minat berkunjung, citra Kota terhadap minat berkunjung, city branding terhadap keputusan berkunjung, citra Kota terhadap keputusan berkunjung, city branding terhadap keputusan berkunjung melalui minat berkunjung, citra Kota terhadap keputusan berkunjung melalui minat berkunjung, minat berkunjung terhadap keputusan berkunjung. Jenis penelitian ini adalah penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif dan menggunakan analisis jalur. Populasi penelitian ini adalah Wisatawan Kota Malang 2018, Sampel yang digunakan dalam penelitian ini sebanyak 100 responden yang diambi menggunakan convenience sampling. Hasil penelitian ini menunjukkan bahwa city branding tidak signifikan terhadap minat berkunjung, citra Kota signifikan terhadap minat berkunjung, city branding tidak signifikan terhadap keputusan berkunjung, citra Kota signifikan terhadap keputusan berkunjung, city branding signifikan terhadap keputusan berkunjung,citra Kota signifikan terhadap keputusan berkunjung melalui minat berkunjung, minat berkunjung tidak signifikan terhadap keputusan berkunjung.
Keywords: Branding, Citra Kota, Minat Berkunjung, Keputusan Berkunjung
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Wijaya, Nyoman Surya, I. Wayan Eka Sudarmawan, and I. Gusti Made Sukaarnawa. "The Determinant of Decision to Visit Tourism Destination." Ekuitas: Jurnal Pendidikan Ekonomi 9, no. 2 (December 26, 2021): 342. http://dx.doi.org/10.23887/ekuitas.v9i2.40452.
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This study aims to examine how the decision to visit tourists to tourist destinations Tirta Empul Temple Tampaksiring Gianyar Bali. The dependent variable used in this study is the decision to visit, while promotion, destination attributes and place branding are independent variables. The population of the study were visitors who came to the Tirta Empul Temple Tourism Destination, the research sample was 105 people using accidental sampling technique, with a quantitative descriptive approach, using analytical tools. Partial Least Square (PLS) software SmartPLS. The results of the analysis show promotion and destination attributes have a positive and significant effect on place branding with a value of 7.098 and 6.626, respectively, promotion has a positive and insignificant effect on decisions to visit tourist destinations with a value of 1.603, destination attributes have a positive and significant effect on decisions to visit tourist destinations with a value of 1.603. 3,429, place branding has a positive and significant effect on decisions to visit tourist destinations with a value of 4.646, the formation of place branding is more dominantly influenced by destination attributes, and decision making to visit tourist destinations is more dominantly influenced by place branding. Place Branding acts as a full mediator.
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Indriani, Jesi, and Chandra Kuswoyo. "PENGARUH CITY BRANDING PADA CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE KABUPATEN PURWAKARTA." Jurnal Manajemen Maranatha 17, no. 1 (November 9, 2017): 41. http://dx.doi.org/10.28932/jmm.v17i1.410.
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This research aims to investigate the influence of city branding on city image, investigate the influence of city branding on decision to visit, and investigate the influence of city image on decision to visit. The research method used in this study is explanatory research. Sample of 156 tourist visiting the tourist attractions in Purwakarta. Method of data is collection questionnaire, causal explanatory, and using Path Analysis. The result showed that city branding variable (X) significantly influence on city image (Y1) about 40,7%, city branding variable (X) significantly influence on decision to visit (Y2) about 11,5%, city image variable (Y1) significantly influence on decision to visit (Y2) about 19,5%, and also city branding variables (X) and city image variable (Y1) significantly influence on decision to visit (Y2) about 50,20%. The conclusion of this research is a significant effect on city branding impact city image and decision to visit Purwakarta city.Keywords: city branding, city image, and decision to visit.
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Muslim, Shohib, Nur Hidayati, and Pardiman Pardiman. "Pengaruh city branding dan electronic word of mouth terhadap kunjungan wisatawan di Kabupaten Banyuwangi." Jurnal Ekonomi Modernisasi 17, no. 3 (October 30, 2021): 185–95. http://dx.doi.org/10.21067/jem.v17i3.5789.
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This study aims to examine the effect of city branding and electronic word of mouth on the decision to visit Banyuwangi based on the tagline sunrise of java. This research was conducted on the millennial generation in Indonesia. This type of research is explanatory research using a quantitative approach. The data used are primary data obtained based on the results of online questionnaire data from 160 respondents. Sampling using purposive sampling technique with the criteria of respondents having visited at least one tourist destination in Banyuwangi and actively using social media. The results showed that city branding and electronic word of mouth had a positive effect on the decision to visit. Electronic word of mouth has the most dominant influence on visiting decisions compared to city branding. Based on the results of the analysis show that this study provides a theoretical contribution to the factors that influence the decision to visit for tourists, namely city branding and electronic word of mouth. This research also makes a practical contribution in developing strategies to improve visiting decisions.
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Prabainastu, Harsacitta. "Pengaruh City Branding dan City Image Terhadap Keputusan Berkunjung Wisatawan ke Kota Denpasar." JURNAL DESTINASI PARIWISATA 8, no. 2 (December 19, 2020): 184. http://dx.doi.org/10.24843/jdepar.2020.v08.i02.p03.
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One of the city that developing in increasing tourist visits is Denpasar. In increasing number of visits, one of the ways that government had to do is city branding. In this research city branding is influenced by city image, city branding influences visit decision, and city image influences visit decision. This research method uses qualitative approach with data collection techniques in qualitative and literature review. Findings of this research indicate that city branding has significant effect on city image, city branding has significant effect on visit decision and city image has significant effect on visit decision. Even though, there is relative answer, but the government of Denpasar city must realize this condition to develop Denpasar city with sustainable heritage tourism.
Key words : city branding, city image
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Fakhruddin, Sulthan Hanif, and Reni Shinta Dewi. "Pengaruh Co-Branding dan Customer-Based Brand Equity terhadap Keputusan Pembelian (Studi pada Co-Branding Produk Stockroom-Oldblue di Jakarta)." Jurnal Ilmu Administrasi Bisnis 9, no. 3 (August 14, 2020): 360–68. http://dx.doi.org/10.14710/jiab.2020.28136.
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The company attempts to achieve maximum profit by increasing consumers’ purchase decision through various efforts, in this case, the efforts made by Stockroom are co-branding with Oldblue and increasing their customer-based brand equity. However, based on data obtained from Stockroom Jakarta shows fluctuation in the sales achievement from 2014 to 2019. This study aims to determine the effect of co-branding and customer-based brand equity on the purchase decision. This type of research is explanatory research. The sampling techniques used are accidental sampling and purposive sampling. The number of samples taken was 100 respondents, who are consumers of Stockroom in Jakarta. The research that is used to determine the effect of co-branding and customer-based brand equity on purchase decisions will present statistics with the help of IBM SPSS version 21.0. The result of this research shows that co-branding affected the purchase decision by contributing 23,6%, customer-based brand equity affects the purchase decision by contributing 57,9%. Whereas, co-branding dan customer-based brand equity, simultaneously influence the purchase decision by contributing 58%. While the rest is influenced by other factors besides co-branding and customer-based brand equity. Based on the calculation of the F Test shows that there is a significant influence between co-branding and customer-based brand equity on the purchase decision.Perusahaan dituntut untuk berusaha agar dapat meraih keuntungan sebesar-besarnya dengan meningkatkan keputusan pembelian konsumen melalui berbagai upaya, dalam hal ini upaya yang dilakukan oleh Stockroom di antaranya menjalankan co-branding dengan Oldblue serta meningkatkan customer-based brand equity. Namun, berdasarkan data yang diperoleh dari Stockroom Jakarta, penjualan perusahaan pada tahun 2014 hingga 2019 menunjukkan hasil yang fluktuatif. Penelitian ini bertujuan untuk mengetahui pengaruh co-branding dan customer-based brand equity terhadap keputusan pembelian. Tipe penelitian ini adalah explanatory research. Teknik pengambilan sampel menggunakan teknik sampling accidental dan purposive sampling. Adapun jumlah sampel yang diambil sebanyak 100 responden, yang merupakan konsumen Stockroom di Jakarta. Penelitian yang digunakan untuk mengetahui pengaruh co-branding dan customer-based brand equity terhadap keputusan pembelian menggunakan statistik dengan bantuan sistem IBM SPSS versi 21.0. Hasil penelitian menunjukan bahwa co-branding berpengaruh terhadap keputusan pembelian dengan menyumbang 23,6%, customer-based brand equity berpengaruh terhadap keputusan pembelian dengan menyumbang 57,9%. Sedangkan, secara simultan co-branding dan customer-based brand equity berpengaruh terhadap keputusan pembelian dengan menyumbang 58%. Sedangkan sisanya dipengaruhi oleh faktor lain selain co-branding dan customer-based brand equity. Berdasarkan perhitungan Uji F menunjukkan bahwa terdapat pengaruh signifikan antara co-branding dan customer-based brand equity terhadap keputusan pembelian.
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Puspita Rini, Rosie Oktavia, Tirta Mulyadi, Dimas Akmarul Putera, Aulia Agung Dermawan, and Wahyudi Ilham. "Analisis Sales Promotion dan Personal Branding Terhadap Keputusan Pembelian Paket Pernikahan Venrose Wedding Organize di Kota Bandung." Journal of Event, Travel and Tour Management 2, no. 2 (January 9, 2023): 37–44. http://dx.doi.org/10.34013/jett.v2i2.765.
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This study aims to determine the effect of Sales Promotion and Personal Branding, partially or simultaneously on the decision to purchase a Venrose WO wedding package. This study uses quantitative methods using a sample of 100 respondents. Primary data and secondary data are used as data sources in this study. This study uses the SPSS tool for multiple linear regression analysis. The results showed that Sales Promotion partially had a significant effect on purchasing decisions, Personal Branding partially had a significant effect on purchasing decisions, and Sales Promotion and Personal Branding simultaneously had a very significant effect on purchasing decisions.
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Trishananto, Yudha. "Islamic branding, religiosity and consumer decision on products in IAIN Salatiga." Indonesian Journal of Islamic Economics Research 1, no. 2 (November 28, 2019): 93–100. http://dx.doi.org/10.18326/ijier.v1i2.3145.
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Islamic branding practices have recently been the main discussions within practitioners' and academicians' in the recent years. Several experts reported that Islamic branding concept has attracted interests of many companies. Muslim consumers are to be more selective in consuming their products. The labelling of halal may not always guarantee that the product is. This study aims at finding out how Islamic branding influences consumers' decision and whether consumers' religiosity correlates with Islamic branding and their decision in choosing products. The population of this research academic community of IAIN Salatiga. The samples of this research are 100 randomly chosen participants. A 5-scale Likert questionnaire was used in this study and was then analysed using double linear regression model. The results indicated that Islamic branded has the power of 9.4 % in influencing customers' decision. Meanwhile, 90.6 % of customers' decision was influenced by other factors. Additionally, religiosity as the moderating variable weakens the correlation between Islamic branding variables and customers' decision.
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Sudirman, Sudirman. "THE EFFECT OF BRANDING, PRODUCT QUALITY, AND REFERENCE GROUP ON PURCHASING DECISIONS THROUGH PROMOTION AS INTERVENTION VARIABLES (CASE STUDY OF SAMSUNG CUSTOMER AT METEOR CELL STORE MALANG)." Jurnal Ilmu Manajemen (JIMMU) 4, no. 2 (May 5, 2020): 170. http://dx.doi.org/10.33474/manajemen.v4i2.3734.
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AbstractBranding, product quality, reference group, and promotion is one that influences purchasing decisions. Buyers who have a high brand image will lead to purchasing decisions.This research was conducted at the Meteor Cell Store Malang. The purpose of this study was to examine and analyze the effect of branding on promotion, product quality on promotion, reference group on promotion, branding on purchasing decisions, product quality on purchasing decisions, reference groups on purchasing and promotion decisions on purchasing decisions.The variables used in this study are branding, product quality, and reference group as endogenous variables. Exogenous variables are purchasing decisions and the intervening variable is a purchasing decision. The samples used in this study were Meteor Cell Store Malang's customers who bought Samsung Brand Smartphones, as many as 95 respondents. The data collection method used is a questionnaire. The analysis used includes the instrument test, classic assumption test, normality test and hypothesis test using path analysis with the help of SPSS 21.0 For Windows.The results of this study indicate that branding and product quality have a significant and positive direct effect on promotion, while the benchmark group variable does not directly influence promotion. The brand image variable and product quality have a significant and positive effect on purchasing decisions, while the reference group variable has no effect on purchasing decisions. This shows that the reference group is no longer needed by consumers of the Meteor Cell Store Malang, they prefer to find information about Samsung smartphones via the internet and other information when viewed from the respondents' educational background for they are on average are graduate students. Keywords: Branding, Product Quality, Reference Group, and Purchasing Decision.
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Cleave, Evan, and Godwin Arku. "Putting a number on place: a systematic review of place branding influence." Journal of Place Management and Development 10, no. 5 (December 4, 2017): 425–46. http://dx.doi.org/10.1108/jpmd-02-2017-0015.
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Purpose The purpose of this paper is to systematically review and evaluate critically what is known about the attempts made to quantify the influence of place branding from a geographic perspective. In particular, this study reviews how scholars have conceptualized and measured place branding influence and provides directions for future research. Design/methodology/approach Through a systematic review of seven databases using an a priori defined search string, 39 articles attempting to quantify place branding influence were identified. These studies were reviewed and the paper information was used to explore how place branding research has thus far quantified branding’s influence. Findings There is a clear compatibility between place branding and human geography research domains, with a potential for place branding influence to be conceptualized through the sense-of-place, which has implications for place equity and consumer decision-making. Much of the existing studies have conceptualized influence through place equity, revealing potential performance indicators for its quantification. Research limitations/implications This study is based on research papers that attempt to quantify the effectiveness of place branding of urban areas. Limitations include the exclusion of qualitative studies which may provide alternative approaches to determine place branding outcomes. Originality value As a systematic review, the main contribution of this paper is a contemporary overview of how place branding influence has been quantified. It also provides valuable insights into the policy formulation and its implementation.
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Muthiah, Farah, and Budi Setiawan. "Pengaruh Brand Awareness, Brand Characteristic, dan Emotional Branding terhadap Keputusan Pembelian." Jurnal Ilmiah Manajemen Kesatuan 7, no. 2 (November 14, 2019): 259–67. http://dx.doi.org/10.37641/jimkes.v7i2.228.
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The research includes the type of survey research whose information is collected through questionnaires from respondents. The population of the study is the consumers who make purchasing decisions on beauty products Wardah. The sample of research is 100 respondents. Data collection techniques using questionnaires tested the validity and reliability. Data analysis techniques used to answer the hypothesis of research is multiple linear regression.
The result of this research shows that Brand Awareness has negative and insignificant effect on Wardah Beauty Decision, Brand Characteristic has a positive and significant influence on Purchasing Decision of Wardah beauty product, Emotional Branding has a positive and significant influence on Purchasing Decision of Wardah, Brand Awareness, Brand Characteristic, and Emotional Branding together have a positive and significant influence on Purchase Decision Wardah beauty products On STIE Kesatuan Bogor Students.
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Nasrullah, Muhammad. "ISLAMIC BRANDING, RELIGIUSITAS DAN KEPUTUSAN KONSUMEN TERHADAP PRODUK." JURNAL HUKUM ISLAM 13, no. 2 (December 7, 2015): 79. http://dx.doi.org/10.28918/jhi.v13i2.487.
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Abstract: Islamic branding practices have recently been the main discussions within practitioners' and academicians' discussions in the recent years. Several experts reported that Islamic branding concept has attracted interests of many companies. Muslim consumers are to be more selective in consuming their products. The labelling of halal may not always guarantee that the product is. This study aims at finding out how Islamic branding influences consumers' decision and whether consumers' religiosity correlates with Islamic branding and their decision in choosing products. The population of this research consists of lecturers, staffs and students of STAIN Pekalongan. The samples of this research are 113 randomly chosen participants. A 5-scale Likert questionnaire was used in this study and was then analysed using double linear regression model. The results indicated that Islamic branded has the power of 9.4 % in influencing customers' decision. Meanwhile, 90.6 % of customers' decision was influenced by other factors. Additionally, religiosity as the moderating variable weakens the correlation between Islamic branding variables and customers' decision. Abstrak: Praktik Islamic branding telah mendapatkan perhatian yang cukup luas di kalangan akademisi dan praktisi dalam beberapa tahun terakhir. Beberapa ahli mengemukakan bahwa konsep Islamic branding semakin diminati oleh para produsen. Konsumen muslim dituntut selektif dalam memilih produk untuk dikonsumsi. Label halal pada bungkus produk belum tentu menjamin kehalalan produk. Tujuan penelitian ini adalah untuk mengetahui apakah Islamic branding berpengaruh terhadap keputusan konsumen dan apakah religiusitas memperkuat hubungan Islamic branding dan keputusan konsumen dalam mengkonsumsi produk. Populasi penelitian ini adalah civitas akademika (dosen, tenaga kependidikan dan mahasiswa) STAIN Pekalongan. Sampel penelitian diambil secara acak sejumlah 113 responden. Data penelitian berasal dari kuesioner yang dibuat dengan skala Likert dan dianalisis dengan menggunakan regresi linear berganda. Hasil uji regresi sederhana menunjukkan nilai adjusted R square variabel Islamic branding sebesar 0,094, hal ini berarti bahwa Islamic branding memiliki pengaruh kontribusi terhadap keputusan konsumen pada sebuah produk sebesar 9,4%. Sebesar 90,6% keputusan konsumen dipengaruhi oleh faktor-faktor lain. Nilai signifikansi 0,01 di bawah 0,05, hal ini berarti bahwa Islamic branding berpengaruh signifikan terhadap keputusan konsumen untuk membeli sebuah produk. Hasil regresi linier berganda dengan religiusitas sebagai variabel moderating menunjukkan bahwa adjusted R square sebesar 0,094, sedangkan nilai adjusted R square pada regresi sederhana menunjukkan nilai 0,082. Hal ini mengindikasikan bahwa religiusitas sebagai variabel moderating memperlemah hubungan antara variabel Islamic branding dengan keputusan konsumen.
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Octaviani, Wulan, and Rosana Eri Puspita. "The MUSLIM FASHION CONSUMERS AND PURCHASING DECISION." Maro: Jurnal Ekonomi Syariah dan Bisnis 4, no. 1 (March 16, 2021): 26–33. http://dx.doi.org/10.31949/maro.v4i1.818.
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This study aims to determine how much influence product quality, sales promotion, and Islamic branding have on purchasing decisions with purchase intention as an intervening variable in the Naisha brand. The focus of this research object is the customer of the Naisha brand who has transacted online. The research method used is quantitative, with primary data obtained through distributing questionnaires and interviews. The sampling technique used purposive sampling, and the number of respondents in this study was 96 respondents. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. This study indicates that product quality, sales promotion, and Islamic branding partially and simultaneously positively and significantly affect buying interest in Naisha products. Other results indicate that the variable product quality, sales promotion, and Islamic branding positively and significantly affect purchasing decisions. The purchase intention variable has a mediating effect on other independent variables.
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Dalman, M. Deniz, and Kartikeya Puranam. "Consumer evaluation of ingredient branding strategy." Management Research Review 40, no. 7 (July 17, 2017): 768–82. http://dx.doi.org/10.1108/mrr-04-2016-0092.
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Purpose Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the relative importance of these variables for low- vs high-involvement product categories. Design/methodology/approach A study with the participation of 458 mTurkers was conducted and the data were analyzed using random forests. Findings Findings reveal relative importance of different variables for an IB alliance and that these differ for low- vs high-involvement categories. Research limitations/implications Being exploratory in nature, this research has several limitations, such as using only one high- and one low-involvement categories. Practical implications Results of this research will help brand managers as they make decisions entering an IB alliance as well as with investing their budget on different aspects of their brand, and tailoring their marketing activities for low- vs high-involvement product categories. Originality/value To the best of authors’ knowledge, this paper is the first to discuss the relative importance of different decision variables in an IB context empirically.
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Rigas, Dimitrios, Hammad Akhtar Hussain, and Nazish Riaz. "Online Branding and Marketing." International Journal of Sociotechnology and Knowledge Development 8, no. 2 (April 2016): 27–38. http://dx.doi.org/10.4018/ijskd.2016040103.
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Multimodal is quite established as communication metaphor in user interfaces and there is at least some limited prima facie case that can be used to influence positively consumer behaviour. This paper explores the perceptions of users to interactive multimodal e-branding and its effect on the consumer purchase decision. A sample of 200 respondents, was used as a basis to explore marketing techniques on social media and multimodal influence on consumer purchase decisions. The results and their analysis indicated that advertisements or messages to users with audio, video and text on in combination are the most effective forms of compiling multimodal messages that aim to advertise, persuade and eventually lead to a purchase on the e-commerce and social media platforms. The data also pointed to the use of multimodal Virtual Shopping Assistants. These findings provide an overall viewpoint on user perception that can be used as a basis for a series of empirical experiments in simulations to identify the specific user influence under particular user context and multimodal messages.
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Hasanah, Sarah Uswatun, Jeni Wulandari, and Ghia Subagja. "ANALISIS FOREIGN BRANDING, HARGA DAN KUALITAS PRODUK DALAM KEPUTUSAN PEMBELIAN." Jurnal Perspektif Bisnis 4, no. 1 (May 31, 2021): 1–13. http://dx.doi.org/10.23960/jpb.v4i1.25.
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This study examines purchasing decisions of The Executive product, viewed from the aspect of foreig branding, price, and product quality in the perspective of consumer behavior. A quantitative approach was applied, using a questionnaire to 400 respondents. The sampling technique using purposive sampling. Data were analyzed using multiple linear regression analysis. The results of the study indicated that foreign branding, price, and product quality influence purchasing decisions partially and simultaneously had positive and significant effect on purchasing decision. The highest effect in this study was product quality, with comfort and quality of raw material which the main factor need to be maintened because they determined the purchasing decision of The Executive as a fashion product.
Abstrak
Studi ini mengkaji keputusan pembelian produk The Executive, dilihat dari aspek foreign branding, harga, dan kualitas produk dalam perspektif perilaku konsumen. Pendekatan kuantitatif diterapkan, dengan menggunakan kuesioner pada 400 responden. Teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan analisis deskriptif dan regresi linear berganda. Hasil studi menunjukkan bahwa secara parsial dan simultan, foreign branding, harga, dan kualitas produk berpengaruh terhadap keputusan pembelian. Pengaruh terbesar terletak pada variabel kualitas produk, dengan kenyamanan dan kualitas bahan baku menjadi faktor dominan yang perlu dipertahankan, karena menentukan keputusan pembelian The Executive sebagai produk fashion.
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Safira, Raja Ela, and Dhidhin Noer Ady Rahmanto. "Islamic Branding Experience dan Customer Citizenship Behaviour terhadap Keputusan Menggunakan Layanan LinkAja Syariah." Etihad: Journal of Islamic Banking and Finance 2, no. 1 (May 17, 2022): 1–19. http://dx.doi.org/10.21154/etihad.v2i1.3953.
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The influence of Islamic branding experience and customer citizenship behavior on the decision to use sharia linkaja services is the focus of this research, this is due to the increasing use of digitalization of sharia finance. The sample used was 252 respondents, the sampling technique used purposive sampling, namely the selection of samples with specified criteria. The results show that partially Islamic branding experience has a significant effect on decisions to use services, then customer citizenship behavior has a positive and significant effect on decisions to use services, which means that the better customer citizenship behavior, the more decisions to use services. Simultaneously, both Islamic branding experience and customer citizenship behavior have a positive and significant effect on decisions to use services simultaneously.Islamic branding experience dan customer citizenship behaviour terhadap keputusan menggunakan layanan linkaja syariah menjadi fokus penelitian dikarenakan meningkatnya penggunaan digitalisasi keuangan syariah. Sample yang diperoleh 252 responden, teknik pengambilan sample menggunakan purposive sampling, yaitu pemilihan sample dengan kriteria tertentu. Hasil penelitian menunjukkan secara parsial islamic branding experience berpengaruh signifikan terhadap keputusan menggunakan layanan, Selanjutnya customer citizenship behaviour berpengaruh positif dan signifikan terhadap keputusan menggunakan layanan artinya semakin baik customer citizenship behaviour maka semakin meningkatkan keputusan menggunakan layanan. Secara simultan baik islamic branding experience dan customer citizenship behaviour berpengaruh secara bersamaan positif dan signifikan terhadap keputusan menggunakan layanan.
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Alitakrim, Sera Nabila, Hilda Monoarfa, and Firmansyah Firmansyah. "Analysis of the Influence of Islamic Branding, Halal Awarness and Product Quality on the Purchase Decision of Soka Brand Halal Socks." Review of Islamic Economics and Finance 4, no. 2 (December 7, 2021): 117–36. http://dx.doi.org/10.17509/rief.v4i2.41126.
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AbstractPurpose - The purpose of this study is to analyze whether there is an influence of Islamic branding factors, halal awareness and product quality on purchasing decisions of soka brand halal socks in Indonesia.Methodology - The research method used is descriptive quantitative with technical data analysis using the SEM-PLS method. The research data were obtained from consumers of halal criteria socks in Indonesia, perhaps 210 people.Findings - The results showed that the level of Islamic brands, halal awareness and product quality were in the high category. The Islamic branding variable has no effect on the decision to purchase halal socks, besides that the variable of halal awareness and product quality has a positive influence on the purchase decision of halal soka brand socks. This research is expected to be able to provide benefits for various parties in increasing public understanding of halal fashion, especially halal socks, in order to increase awareness of the halal fashion industry in IndonesiaKeywords: Islamic branding, halal awareness, product quality, halal socks
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Wahyuningtiyas, Nanik. "ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEINGINAN DAN KEPUTUSAN BERKUNJUNG KE PANTAI SERTA IMPLIKASINYA TERHADAP WILLINGNESS TO RECOMMENDATION (Studi Empiris pada Pengunjung Pantai Teluk Asmara di Kabupaten Malang Jawa Timur)." Jurnal Ilmu Manajemen (JIMMU) 3, no. 2 (May 5, 2020): 172. http://dx.doi.org/10.33474/manajemen.v3i2.1582.
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AbstrakTujuan penelitian ini adalah: 1) Untuk mengetahui dan menganalisis pengaruh daya tarik, branding, image, wom, e-wom, fasilitas dan pelayanan secara parsial terhadap keinginan berkunjung ke Pantai Teluk Asmara, 2) Untuk mengetahui dan menganalisis pengaruh daya tarik, branding, image, wom, e-wom, fasilitas dan pelayanan secara simultan terhadap keinginan berkunjung ke Pantai Teluk Asmara, 3) Untuk mengetahui dan menganalisis pengaruh daya tarik, branding, image, wom, e-wom, fasilitas dan pelayanan secara parsial terhadap keputusan berkunjung ke Pantai Teluk Asmara, 4) Untuk mengetahui dan menganalisis pengaruh daya tarik, branding, image, wom, e-wom, fasilitas dan pelayanan secara simultan terhadap keputusan berkunjung ke Pantai Teluk Asmara, 5) Untuk mengetahui dan menganalisis pengaruh keinginan berkunjung dan keputusan berkunjung ke Pantai Teluk Asmara, 6) Untuk mengetahui dan menganalisis pengaruh daya tarik, branding, image, wom, e-wom, fasilitas dan pelayanan secara parsial terhadap willingnes to recommendation di Pantai Teluk Asmara, 7) Untuk mengetahui dan menganalisis pengaruh daya tarik, branding, image, wom, e-wom, fasilitas dan pelayanan secara simultan terhadap willingnes to recommendation di Pantai Teluk Asmara 8) Untuk mengetahui dan menganalisis pengaruh keinginan berkunjung terhadap willingness to recommendation di Pantai Teluk Asmara, 9) Untuk mengetahui dan menganalisis pengaruh keputusan berkunjung terhadap willingness to recommendation di Pantai Teluk Asmara.Sampel yang digunakan dalam penelitian ini adalah pengunjung yang dijumpai di Pantai Teluk Asmara dengan cara membagikan kuisioner, maka hasil penelitian menunjukkan bahwa secara umum faktor–faktor tersebut perpengaruh terhadap keinginan ,keputusan berkunjung, dan willingness to recommendation di Pantai Teluk Asmara. Dalam penelitian ini juga dapat diketahui jika keinginan dan keputusan berkunjung sebagi variabel intervening tidak berdampak pada willingness to recommendation di Pantai Teluk Asmara.Kata kunci : daya tarik, branding, image, wom, e-wom, fasilitas, pelayanan, keinginan berkunjung, keputusan berkunjung, willingness to recommendation. The purpose of this research are: 1) To know and analyze the influence of attractiveness, branding, image, wom, e-wom, facilities and services partially to the desire to visit the Teluk Asmara Beach, 2) To know and analyze the influence of attractiveness, branding, image, wom, e-wom, facilities and services simultaneously to the desire to visit the Teluk Asmara Beach, 3) To know and analyze the influence of attractiveness, branding, image, wom, e-wom, facilities and services partially to the decision to visit the Teluk Asmara Beach, 4) To know and analyze the influence of attraction, branding, image, wom, e-wom, facilities and services simultaneously to the decision to visit the Teluk Asmara Beach, 5) To know and analyze the influence of visiting desire and decision to visit the Teluk Asmara Beach, 6) To know and analyze the influence of attractiveness, branding, image, wom, e-wom, facilities and services partially limited ap willingnes to recommendation at Teluk Asmara Beach, 7) To know and analyze the effect of attraction, branding, image, wom, e-wom, facilities and services simultaneously to the willingness to recommendation at Teluk Asmara Beach 8) To know and analyze the influence of desire visit to the willingness to recommendation at Teluk Asmara Beach, 9) To know and analyze the influence of visiting decision on willingness to recommendation at Teluk Asmara Beach. The samples used in this study were the visitors found in the Teluk Asmara Beach by distributing questionnaires, the result of the research showed that in general the factors influenced the desire, the visiting decision, and the willingness to recommendation in Teluk Asmara Beach. In this study can also be known if the desire and decision to visit as an intervening variable does not affect the willingness to recommendation in Teluk Asmara Beach.Keyword : attractiveness, branding, image, wom, e-wom, facility, service, visiting desire, visiting decision, willingness to recommendation.
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Sagala, Evin Davinci, Caria Ningsih, and Dewi Turgarini. "Analysis Of Influence Of Tourism And Branding Perceptions On Purchase Decisions (Study conducted in Chinatown as Halal Gastronomy in the City of Bandung)." Journal Gastronomy Tourism 6, no. 1 (June 15, 2019): 56–69. http://dx.doi.org/10.17509/gastur.v6i1.22792.
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The purpose of this study is to be able to determine the effect of tourist perceptions and Branding on purchasing decisions in the Chinatown tourist destination in Bandung. The independent variables in this study are perception and branding, while the dependent variable of this study is the purchase decision. The research method used in this research is quantitative with descriptive and verification categories. The population of this study was 38,000 visitors with a sample of 270 respondents. The sampling technique used is nonprobability sampling with a purposive method. The data analysis technique used is multiple linear regression with assistive devicesSPSS 25.0 for Windows computer software. The results showed that perception and branding had a positive and significant effect on purchasing decisions in Bandung's Chinatown tourist destination, both partially and simultaneously.
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Vindi, Vindi, and Irwadi Irwadi. "PENGARUH CYBER BRANDING DAN BRAND AWARNESS TERHADAP BUYING DECISION PADA PRODUK SHOPEE (STUDI KASUS MAHASISWA MANAJEMEN STMB MULTISMART)." CERMIN: Jurnal Penelitian 6, no. 1 (April 11, 2022): 18. http://dx.doi.org/10.36841/cermin_unars.v6i1.1655.
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Tujuan dari penelitian ini adalah untuk mengetahui pengaruh cyber branding dan brand awareness baik secara parsial maupun simultan terhadap buying decision pada produk Shopee. Pendekatan penelitian ini menggunakan pendekatan penelitian asosiatif kuantitatif. Objek penelitian ini dilakukan pada Mahasiswa Manajemen STMB Multismart. Sampel penelitian ini berjumlah 90 responden. Teknik analisis data dalam penelitian ini menggunakan uji asumsi klasik, regresi berganda, uji hipotesis dengan software SPSS 22. Dari hasil penelitian ini diperoleh nilai signifikansi cyber branding terhadap Buying decision berdasarkan uji t diperoleh sebesar thitung > ttabel (2,323 > 1,984) (Sig 0.022 < α0.05). dengan demikian Ho ditolak. kesimpulannya : ada pengaruh signifikan cyber branding terhadap Buying decision produk pada Shopee. Dari hasil penelitian ini diperoleh nilai signifikansi Brand awarness berdasarkan uji t diperoleh sebesar thitung > ttabel (6,851< 1,984) (Sig 0.000 < α0.05). dengan demikian H0 ditolak. kesimpulannya : ada pengaruh signifikan Brand awarness terhadap buying decision pada Shopee. Berdasarkan hasil uji F diatas diperoleh nilai Fhitung > Ftabel sebesar (24,342 > 3,10) (Sig. 0.000 < α0.05), dengan demikian H0 ditolak . kesimpulannya : ada pengaruh signifikan pengaruh cyber branding dan Brand awarness terhadap Buying decision produk pada Shopee.
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Philiastides, Marios G., and Roger Ratcliff. "Influence of Branding on Preference-Based Decision Making." Psychological Science 24, no. 7 (May 21, 2013): 1208–15. http://dx.doi.org/10.1177/0956797612470701.
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Papadopoulos, Nicolas, Leila Hamzaoui-Essoussi, and Alia El Banna. "Nation branding for foreign direct investment: an Integrative review and directions for research and strategy." Journal of Product & Brand Management 25, no. 7 (November 21, 2016): 615–28. http://dx.doi.org/10.1108/jpbm-09-2016-1320.
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Purpose This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and contrasts the well-established literature on decision-making and location choice in FDI with studies in the nascent field of nation branding, with a view to developing directions for future research that result from the identification of research gaps at the intersection point between the two areas. Design/methodology/approach The study is based on a systematic and integrative review of several streams within the relevant literatures, from the theory of decision-making in FDI to the similarities and differences between advertising, promotion, branding and marketing for investment on the part of nations and sub- or supra-national places. Findings Each of the two areas is characterized by lack of consensus as to the principal factors that affect investor and nation decisions and actions, resulting in several knowledge gaps that need to be addressed by new research along the lines suggested in the study. Research limitations/implications A large number of avenues for potential future research are identified, from assessing the importance of target country image in location choice to the adverse effects arising from the emphasis on “promotion” rather than “marketing” on the part of places engaged in nation branding efforts. Practical implications The study examines several problems that affect the practice of nation branding for FDI and points to alternative approaches that may enhance place marketers’ effectiveness in their efforts to attract foreign capital. Originality/value Notwithstanding the global growth of FDI in volume and importance, and the omnipresence of nation branding campaigns to promote exports or attract tourism and investment, there has been virtually no research to date on the core issue, nation branding for FDI. The study uses a strategic perspective that highlights key nation branding issues related to FDI, and FDI issues related to nation branding, and suggests a comprehensive agenda for research in the future.
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Daldanise, Gaia. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement." Sustainability 12, no. 24 (December 12, 2020): 10399. http://dx.doi.org/10.3390/su122410399.
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The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an “urban contract” with local Municipality, research centers and PLUS hub association.
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Sintesa, Nika, and Enny Diah Astuti. "PERAN WORD OF MOUTH (WOM) DAN PERSONAL BRANDING DALAM BUYING DECISION PADA KONSUMEN E-COMMERCE." Jurnal Manajemen, Bisnis dan Kewirausahaan 2, no. 1 (April 20, 2022): 72–78. http://dx.doi.org/10.55606/jumbiku.v2i1.104.
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Di era digitalisasi untuk menghadapi era tersebut semua SDM diwajibkan untuk selalu melakukan perubahan perubahan guna bisa mengikuti perkembangan yang ada, yaitu dengan cara melakukan pengembangan SDM. Saat ini pengembangan SDM merupkan salah satu yang wajib dibenahi yaitu salah satunya tentang kemampuan komunikasi baik secara verbal maupun non verbal serta pengembangan diri secara konseptual yang dapat mengubah menjadi sebuah kompetetif di fase industri revolusi 5.0 sehingga dapat menjadi pribadi yang sukses di masa yang akan datang dan bisa bersaing dengan perubahan zaman yang terjadi. Setiap individu atau setiap orang mempunyai keunikan atau unik selling ataupun mempunyai keunikan terhadap dirinya sendiri.Personal branding merupakan citra yang dimiliki seseorang kepada masyarakat, dimana zaman sekarang dengan semakin banyak dan maraknya media online , media sosial yang bisa diakses siapapun, kapanpun dan dimanapun,sehingga banyak orang yang melakukan atau melakukan cyber public relations sekaligus sebagai personal branding termasuk praktisi komunikasi demi menunjang perkembangan bisnis. Penelitian ini bertujuan untuk menganalisis komponen serta kompetensi yang menjadi kekuatan dari setiap bisnis, kendala yang dihadapi, peran penting personal branding dalam perkembangan bisnis. Metode yang digunakan adalah kualitatif dengan pendekatan studi kasus melalui teknik wawancara dan observasi, studi pustaka, dan dokumen yang relevan dengan penelitian. Berdasarkan hasil penelitian ditemukan strategi personal branding diantaranya komponen pendorong dengan memaksimalkan fitur, kompetensi yang dijadikan kekuatan dalam menghadapi kompetitor dengan personal branding dominan, personal branding berperan untuk promosi diri, mencari pekerjaan, networking profesional, referensi penilaian profesional, serta perkembangan karir di masa datang ataupun dalam berbisnis. Dalam melakukan usaha pemasaran yang baik untuk menarik buying decision konsumen adalah dengan cara memperhatikan personal branding, social media marketing dan word of mouth atau mulut ke mulut. Dengan semakin meningkatnya buying decision terutama yang ditujukan pada konsumen E-Commerce.
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Yang, Chih-Hai, and Meng-Wen Tsou. "Does an own-brand produce higher profitability? Evidence from Taiwan’s manufacturing firms." Journal of Business & Industrial Marketing 32, no. 7 (August 7, 2017): 925–36. http://dx.doi.org/10.1108/jbim-05-2016-0104.
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Purpose This study aims to investigate the determinants of own-branding strategy and whether branding contributes to higher profitability among industrial firms. Building a strong brand can be a source of competitive advantage. However, brands may not be equally important to all firms, especially in the business-to-business (B2B) context. Design/methodology/approach This study develops and empirically tests a conceptual model by considering the endogenous choice of branding strategy in the relationship between branding and financial performance. A large, nationally representative dataset from Taiwan, consisting of 13,098 manufacturing firms, is used. Findings The present study suggests that larger, younger, more innovative and export-oriented firms have a higher propensity to develop their own brands. E-commerce usage is shown to be the strongest predictor of the decision to brand. The positive effect of branding on profitability is evident for small- and medium-sized enterprises (SMEs), but not for large firms. Originality/value Research integrating the perspectives of the decision to brand and branding effectiveness is scant. The methodology used in this study makes a theoretical contribution to the link between branding and firm performance. The findings indicate that large firms have more advantages for building their own brands, yet SMEs stand to gain more financially from branding relative to their large counterparts. This provides the important implication that SMEs benefit from building a strong brand in the B2B context.
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Camprubí, Raquel, and Ariadna Gassiot-Melian. "Advances in Tourism Image and Branding." Sustainability 15, no. 4 (February 16, 2023): 3688. http://dx.doi.org/10.3390/su15043688.
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Perlangeli, Genni, and Andrea Rea. "Branding in Sustainability." International Journal of Marketing Studies 14, no. 2 (August 16, 2022): 47. http://dx.doi.org/10.5539/ijms.v14n2p47.
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Purpose: A recent report published by Shelton Group, Sustainability(S) is rated for as an important brand purchase decision (P) criterion for 60 percent of consumers. The objective of this research is to investigate how differences affect consumers’ online and offline behaviors.
Design/methodology/approach: Through sentiment analysis of corporate website Brand Sustainability Strategies (BSS) is explored in the store level and in the social media platform level with a dedicated survey about S and the positive impact on their P.
Findings: This study demonstrates how the millennials generation experience through virtual interaction (VI) leverage on P and improve the Customer Brand Experience (CBE), focuses on Lego and Adidas
Originality/value: The paper contributes to study a topic more interesting in this period and in addition underlines the culture emerged among the online and the offline P in the relation with the strategies of the customer journey.
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Khalid, Kanza, and Danish Ahmed Siddiqui. "Branding with Vlogs, Factors Affecting Their Success." Business and Management Horizons 7, no. 1 (April 16, 2019): 49. http://dx.doi.org/10.5296/bmh.v7i1.14402.
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This study examines the culture of video blogging — its rhythm, language, and communication style and link its use to brand promotion and buying decisions. Specifically we analyze factors which help in the success of Vlog like its positioning in viewers mind, endorsement by celebrity, Ethical considerations, Benefits and its Features. And then investigated how Vlog affect Brand Promotion and customers buying decisions. Quantitative research was carried out through the use of questionnaire and collecting data of 212 respondents from Karachi. This study focused on Vlogs posted on YouTube Channel. Confirmatory factor analysis and structural equation modeling were used to analyze different variables. The result shows a strong and significant effect of factors such as Appeals, feature, ethical consideration and celebrity on Vlogging. Furthermore, strong evidence found that supported consumer buying decision and brand promotion is also influenced through Vlogs. Hence Vlog could be a major factor helping in building brands. Hence, this proves that Vlogger of Pakistan does not just life earn through it or gain fame and advantages in their daily, but they can also be part of branding strategies that are taking place through Vlogs.
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Halim, Michael Swintio, and Daniel Hermawan*. "The Role of Personal Branding and Customer Experience at Warung Kopi Asiang Pontianak." IJEBD (International Journal of Entrepreneurship and Business Development) 5, no. 1 (February 7, 2022): 48–55. http://dx.doi.org/10.29138/ijebd.v5i1.1579.
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Purpose: The purpose of this research is to analyze the role of personal branding and customer experience at Warung Kopi Asiang Pontianak.
Design/methodology/approach: The method used is a quantitative method using questionnaire to 100 respondents with convenience sampling technique.
Findings: The results showed that customer experience have a contribution in purchase decision at Warung Kopi Asiang Pontianak. However, personal branding that build based on Asiang as owner no give significant contribution in purchase decision.
Research limitations/implications: This research is limited to Warung Kopi Asiang in Pontianak.
Practical implications: This research can give a comprehensive perspective about personal branding and customer experience in heritage coffee shop.
Originality/value: This paper is original.
Paper type: Research paper.
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Damarwulan, Liza Mumtazah. "Destination Atmosphere and Destination Branding: As an Effort to Promote Tourism in Banten." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 4, no. 1 (March 29, 2021): 1578–86. http://dx.doi.org/10.33258/birci.v4i1.1799.
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This study departs from the problem that there are still many tourist attractions or tourist destinations in Indonesia that have not been exposed and need a touch of promotion in order to encourage the level of tourist visits. One of them is by using destination branding and destination atmosphere as an effort to attract the interest of visiting the community and in the end the community can make a decision to visit the destination tourist location. This study aims to further examine the destination branding and destination atmosphere as an effort to promote tourism in Banten. This type of research is quantitative research. The data collection technique in this study was conducted by survey techniques using a questionnaire as a research instrument, with a purposive sampling technique. Data analysis used (SEM) analysis techniques and AMOS program analysis tools. The results show that there is a positive and significant influence between social media and visiting interest, destination branding has a positive and significant effect between visiting interest, destination atmosphere has a positive and significant effect between g and visiting interest, there is a positive and significant influence between destinations. Branding with visiting decisions, there is no positive and significant influence between destination atmosphere and visiting decisions, and there is a positive and significant influence between interest in visiting and visiting decisions.
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Tito, Anita Chrishanti Puteri, and Shellin Stefani. "Pengaruh Strategi Brand Collaboration Terhadap Purchasing Decision Pada Industri Minuman Kekinian." Jurnal Wira Ekonomi Mikroskil 13, no. 1 (May 8, 2023): 55–64. http://dx.doi.org/10.55601/jwem.v13i1.952.
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Indonesia’s Trendy Drinks Industry indicate an enhancement year over year. In Indonesia’s beverage market, trendy drinks are the top trend which is seen as a promising opportunity. Trendy drinks is a popular and innovative drinks which ready to drink and offer various flavors. The growth of the trendy drinks industry has created a climate of intense competition where the business needs to establish a competitive advantage. Collaboration strategy is one of strategy in the field of business that is considered the most optimal strategy. A co-Branding is a collaboration form that can be used to respond to competition. Chatime Indonesia (Chatime) is one of the trendy drinks brands that implement a collaboration strategy. The latest collaboration with BT21 offers a beverage product with various flavors, merchandise, and reusable cup for packaging. This type of research is causal exploratory to determine the cause-and-effect relationship between brand collaboration and purchasing behavior. The number of samples is about 100 respondents using the purposive sampling technique. The partial hypothesis test result (t-test) has shown that the co-branding strategy influence purchasing decision with a coefficient of determination is 0.604. In other words, the influence of co-branding strategy on purchasing decisions is 60,4%.
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Anggraini, Winda, and Heni Noviarita. "The Effect of Life Style and Islamic Branding on Consumer Decisions in Buying Muslim Gamis Fashion Products in Bandar Lampung." BASKARA : Journal of Business and Entrepreneurship 4, no. 1 (October 29, 2021): 29. http://dx.doi.org/10.54268/baskara.4.1.29-36.
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Fashion is considered not only as clothing industry but also shows a person's lifestyle in appearance and becomes part of the identity of a group of people. "Gamis" is the trend among Indonesian women especially in Bandar Lampung, in recent years, is an encouraging phenomenon. The fashion industry is supported by various technological advances and the development of sophisticated civilization then it produces several products for its users. This is supported by several sides, both in terms of local designers who are increasingly capable of improving economic levels to the retail sector which is growing significantly. Indonesia has the potential to develop and even become a center for Muslim fashion in the world. This study aims to examine whether Life Style and Islamic Branding can influence purchasing decisions in Muslim fashion. The type of research is field research, and the nature of the research is quantitative descriptive analysis. The sample is consumers who use Muslim clothing products using the Solvin formula totalling 100 people. The data is analyzed using the SPSS version 21 application. The results, variable X1 or Life Style have a significant number below 0.05, which is equal to 0.000, so the hypothesis is accepted. The conclusion is the independent variable, namely Life Style, has a positive effect on the dependent variable, namely Purchase Decision (Y). This is in line with previous research and also the study of the theory of lifestyle on consumer decisions. The results of the research Variable X2 or Islamic Branding has a significant number below 0.05, which is equal to 0.003, so the hypothesis is accepted with the conclusion that the independent variable, namely Islamic branding (X2) has a positive effect on the dependent variable, namely, Purchase Decision (Y). The result is in line with previous research and also with the study of Islamic Branding theory.
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Kovalchuk, Svitlana, Iryna Perevozova, and Dmytro Kobets. "EFFECTIVENESS OF BRANDING OF INTERCOMPANY COOPERATION IN THE CONTEXT OF ECONOMY DIGITALISATION." Baltic Journal of Economic Studies 9, no. 3 (August 25, 2023): 116–24. http://dx.doi.org/10.30525/2256-0742/2023-9-3-116-124.
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The research is devoted to the development of scientific and practical recommendations for the realisation of branding of interfirm cooperation in the conditions of digitalisation of the economy. In order to assess the effectiveness of branding in interfirm cooperation, a scientific and methodological approach is proposed, according to which the process of substantiation of the decision of the management concerning the choice of a variant of branding for each enterprise-participant and interfirm interaction, in general, takes place on the basis of a combination of periodic marketing research of brand recognition and construction of an economic and mathematical model of branding. The approach is based on the following statements: several enterprises that can interact are involved in production and trading activities; coherence of inter-firm interaction can have different length and number of participants, cover different functions (supply (S), production (P), logistics (L), trade (T)); at least one participant in inter-company interaction is involved in the branding process; brand effectiveness is assessed on the basis of brand awareness based on periodic market research. The research focuses on the branding processes that arise from the inter-firm interaction of participants in production and trade chains. The subject of the research is the theoretical, methodological, organisational and applied aspects of the implementation of branding in inter-firm interaction in the context of the digitalisation of the economy. The research methodology includes various theoretical and practical principles and positions from economic theory, macroeconomics, microeconomics, systems theory, leading studies in the fields of management theory, marketing and management of marketing activities, and branding. The following methods were used throughout the research: economic generalisation, abstraction, systematisation, analysis and synthesis – to establish theoretical and methodological foundations and to clarify the concepts of "brand", "branding" and "production-trade chain"; classification – to define the content of the branding; economic-statistical and historical analysis, abstract-logical methods – to identify and analyse the impact of existing communication and information technologies on the development of Ukrainian branding; marketing research methods – desk analysis, expert evaluation and online surveys to develop an evaluation methodology for the effectiveness of inter-firm branding in production and trade chains; scientific abstraction – to establish a comprehensive approach to building the mechanism of inter-firm branding in production and trade chains; graphical and tabular methods – for the visual presentation of theoretical and analytical research results; methods of integral calculus and economic analysis – to formulate scientific and practical approaches to making strategic decisions about inter-firm branding in the context of the digitalisation of the economy. The aim of the research is to deepen theoretical and methodological positions and to provide practical recommendations for the implementation of branding in inter-firm interaction within production and trade chains. Conclusions of the study: the comprehensive approach to building the mechanism of interfirm branding combines conceptual approaches to branding and the concept of forming interfirm interaction for the implementation of branding in one of its variants; the application of a comprehensive approach to building the mechanism of inter-firm branding makes it possible to consider the interrelationship and mutual influence of production and trade activities and to achieve a synergistic effect from the use of branding throughout the entire production and trade chain; the implementation of the mechanism of inter-firm branding is reflected in a scientific-practical approach to making strategic decisions on branding in production and trade chains. This approach emphasises the importance of branding activities at each stage of product creation and promotion, based on branding algorithmisation, and provides specific recommendations for all participants in the chain, resulting in increased effectiveness of their marketing activities.
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Makarov, Pavel, Marina Sokolova, and Aleksandr Illarionov. "AN INVESTIGATION OF SMALL CITIES AND TOWNS BRANDING PRACTICE: A SURVEY OF CITY ADMINISTRATION HEADS." Public Administration Issues, no. 1 (2023): 66–88. http://dx.doi.org/10.17323/1999-5431-2023-0-1-66-88.
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This paper aims to study the practice of city branding in small cities and towns, and to identify the characteristics of this process through an expert survey of the heads of city administrations. For this purpose, the expert survey was conducted among the heads of small cities and towns and their deputies in charge of city development issues. The sample consisted of one representative from 33 small cities and towns in Russia. The survey used a questionnaire characterizing city branding objectives, stakeholders involved, decision-making, brand promotion measures, resources and effects. The questionnaire was developed based on the analysis of scientific and practical literature on city branding. As a result, it was revealed that, with some exceptions, branding practice in the studied cities is weakly related to the objectives of city development and has a short-term orientation. The administrations have a tendency to solve branding problems relying solely on their own resources, which leads to city branding resource constraints. These findings contribute to the city branding research by providing data on the implementation of branding practices in small cities and towns. The results also expand the practice of using municipal officials’ expertise in the city branding studies by attracting expert officials to analyse the management practice of city branding process.
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Jamaluddin, Mohd Raziff, Mohd Hafiz Hanafiah, and Muhammad Izzat Zulkifly. "Sensory in Psychology Branding." Journal of ASIAN Behavioural Studies 3, no. 9 (July 20, 2018): 123. http://dx.doi.org/10.21834/jabs.v4i17.79.
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With the rapid growth of information communication technology, tangible benefit is considered to be the critical element in communicating brand and building long lasting relationship. This paper attempts to establish the connection between sensory attributes of human to cognitive and affective elements that consequently lead to the brand loyalty. The data is collected by using self-reported questionnaire to the respondents who had stayed in the selected Five-star hotels in Kuala Lumpur. It is concluded that human senses were significant and positively influence the decision to stay loyal with the Five-star hotel brand.
Keywords: Sensory, cognitive, affective, psychology.
eISSN 2514-7528 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
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Rizky Vita Losi, Ahmad Fadlan, and Putri Selviani. "Foreign Branding and Its Effect on Brand Perception: an Overview to Local Entrepreneurs." Neo Journal of economy and social humanities 2, no. 1 (March 30, 2023): 46–50. http://dx.doi.org/10.56403/nejesh.v2i1.88.
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Foreign branding is a branding strategy by giving a brand name using spelling or pronunciation in a certain foreign language, with the main target of influencing the dimensions of brand image, and influencing perceived quality, as well consumer attitudes towards products. The purpose of this research is to explain foreign branding and its effect on brand perception. A literature review from various sources related to foreign branding strategy was conducted as part of the research. According to the research findings, brand image, purchase decision, and brand admiration are the effects of foreign branding. Consumers tend to prefer foreign-sound products because it creates brand image as international products which have best quality. So it effects on how people decide to but the foreign products and people also admire foreign-sound products too much especially in young generation. Local entrepreneurs should learn a lot about foreign branding to compete and upgrade the level of their products and sales.
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Kaur, Mandeep. "Key Factors for Online Branding Success in India: An ISM Approach." Asian Journal of Engineering and Applied Technology 9, no. 1 (May 5, 2020): 42–50. http://dx.doi.org/10.51983/ajeat-2020.9.1.1078.
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In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.
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Handayani, Erna, Herni Justiana Astuti, Akhmad Darmawan, and Bima Cinintya Pratama. "Emotional branding moderation on marketing mix selection of college in the Covid-19 pandemic period." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 4 (June 14, 2021): 375–82. http://dx.doi.org/10.20525/ijrbs.v10i4.1014.
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This study of college services consumers aims to determine several aspects of the service marketing mix of the decision to choose college x in Purwokerto, Indonesia. Furthermore, this study uses emotional branding moderation on aspects of the marketing mix on the selection decision. Emotional branding aspects were studied to determine customer emotional involvement, pride, emotional relationships, and expectations of the selected educational service products. Using a questionnaire with a Linkert scale, the study explored information from 300 student respondents who registered at college x in Purwokerto, Indonesia. Furthermore, the questionnaire data received were processed using the Smart-PLS 3.0 analysis tool. The results of the analysis of emotional branding were unable to moderate the relationship between promo si, price, place, process, and customer service to choose college x in Purwokerto, Indonesia during the Covid-19 periods. Promotions and places or locations. Other aspects do not affect. This condition indicates the importance of promotion and proximity to location when choosing a tertiary institution during the Covid-19 period. Promotion needs to be improved at tertiary institutions x in Purwokerto Indonesia, as done through online media and social media. Research on the emotional branding of College services has not been done much. This research complements the information and adds to the repertoire of research on emotional branding, brand equity, and emotional brand service products.
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Wandira, Ayu, and Taifikur Rahman. "Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention." Annual International Conference on Islamic Economics and Business (AICIEB) 1 (December 8, 2021): 323–37. http://dx.doi.org/10.18326/aicieb.v1i0.32.
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This study aims to determine the effect of Islamic branding, viral marketing, and online consumer reviews on purchasing decisions on e-commerce Shopee with purchase intention as an intervening variable. This study uses quantitative methods with primary data obtained through the distribution of questionnaires. The data collection technique used the purposive sampling technique with the number of respondents as many as 96 respondents. The data analysis used includes instrument tests, statistical tests, classical assumption tests, and path analyses. Based on the test results show (1) Islamic branding has a positive and significant effect on purchasing decisions. (2) Viral marketing has a positive and significant effect on purchasing decisions. (3) Online consumer reviews have a negative and insignificant effect on purchasing decisions. (4) Purchase intention has a positive and significant effect on purchasing decisions. (5) Purchase intention can mediate Islamic branding on purchasing decisions. (6) Purchase intention is not able to mediate viral marketing on purchasing decisions. (7) Purchase intention is not able to mediate online consumer reviews of purchasing decisions.
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Herawati, Erna, and Agung Guritno. "Pengaruh Islamic Branding, Viral Marketing, Harga dan Lokasi terhadap Keputusan Pembelian." Jurnal Ekonomi dan Bisnis 2, no. 1 (May 2, 2023): 7–13. http://dx.doi.org/10.57151/jeko.v2i1.77.
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This study aims to determine the effect Islamic Branding, Viral Marketing, Price and Location of Purchasing Decisions. The observation model used in this research is quantitative research by processing primary data obtained through distributing questionnaires to consumers of Geprek Assalam 99. The samples taken in this research are all buyers of Ayam Geprek Assalam 99 who have purchased the product at least once. The sample in this research is 100 respondents using the technique purposive sampling, then the results obtained were processed using SPSS version 26. The analysis used included descriptive statistical tests, instrument tests, classical assumption tests, multiple linear regression tests, model accuracy tests and hypothesis testing. The results obtained in this study are Islamic branding has a positive but not significant effect on purchasing decision, viral marketing gives a positive and significant influence on purchasing decisions, prices are positive and significant on purchasing decisions and location positive but not significant impact on purchasing decisions.
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Purba, Alice Paulina, Sukaria Sinulingga, and Fadli . "Evaluation of E-Marketing Implementation in Improving Decisions to Use Finance Credit Funds for Suzuki Car Purchases at Pt Suzuki Finance Indonesia Medan Branch." International Journal of Research and Review 8, no. 11 (November 11, 2021): 140–47. http://dx.doi.org/10.52403/ijrr.20211119.
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The decision to purchase a product on credit or through financing is one of the marketing strategies to increase product or service sales. Many factors can influence purchasing decisions through financing, especially E-Marketing which includes Product, Price, Promotion, People (Community), Place (Distribution), Branding and Process and Physical Evidence where Branding plays two roles in marketing strategy, especially branding as part of marketing strategy. This research is a survey research with a qualitative descriptive approach which aims to get a descriptive picture of the implementation of E-Marketing by PT Suzuki Finance Indonesia Medan Branch in order to market car products so that car purchases can be further increased. The population in this study were 10 informants which included staff and employees of PT Suzuki Finance Indonesia Medan Branch. The sample selection used purposive sampling method in order to obtain 10 informants. Collecting data using interview and observation methods. Data analysis using SWOT analysis. The results of the study prove that the prioritized strategies in increasing suzuki car purchasing decisions through financing are increasing customer facing resources (providing funds) to respond to increasing market share, overcoming security risks to increase interest in buying suzuki cars, improving relationship marketing management to meet suzuki car needs. The most dominant internal strength factor influencing the strategy to improve suzuki car purchasing decisions is the availability of E-Marketing facilities and a wider market reach. While the most dominant internal weakness factor is the limited internet capabilities of consumers. The most dominant external opportunity factor is the increase in market share and internet technology. External threat factors are the rapid growth of competitors, easy to imitate business strategies, the economic recovery due to COVID-19 and a skewed view of Suzuki cars. It is recommended to PT Suzuki Finance Indonesia Medan Branch to make financing easier, especially in terms of obtaining financing requirements so that the decision to purchase Suzuki cars through financing can be maximized. Keywords: E-Marketing, Purchase Decision, Financing.
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Bakkour, Mahmoud, Fatiha Fort, and Anne Mione. "Ownership Structure and Branding Strategies." International Journal of Entrepreneurship and Innovation 16, no. 2 (May 2015): 85–95. http://dx.doi.org/10.5367/ijei.2015.0179.
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The brand is the most important asset for enterprises. In a competitive marketplace, brand is considered the best way to differentiate products, to build corporate image and to develop bargaining power with retailers. Branding strategies are therefore a key aspect of corporate decision making. In this paper, the authors analyse the relationship between the ownership structure of agri-food SMEs and branding strategies. A conceptual model of how these variables are related is proposed and empirically tested using data from two surveys (2003 and 2010) of a representative sample of agri-food SMEs in the Languedoc–Roussillon region (South of France). The results show that ownership structure influences branding strategies in SMEs. This finding might be considered a challenge to the relevance of applying agency theory to a very particular form of enterprise and sector of activity.
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Blewitt, J. C. "Predictors of Branding and the Role of Warranty on Consumer Choice." International Business Research 11, no. 8 (July 19, 2018): 122. http://dx.doi.org/10.5539/ibr.v11n8p122.
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This conceptual paper reviews the literature from three distinct areas in consumer behavior: branding, warranty, and choice. In using a mixture of these three areas, propositions are developed which will be tested in future research. The impact of this study is geared towards understanding the behavior of consumers purchasing high cost items and the relative importance and trust that is placed in the warranty that comes with such a purchase. While the study will consider domestic (United States) consumers, international factors such as country of origin and psychic distance will be posed as viable factors in the decision making process. We propose that six factors will impact the role of branding in the decision making process and that a warranty will serve as a moderator to the ultimate choice decision.
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LEE, Chia-Lin, and Reinhold DECKER. "CO-BRANDING PARTNER SELECTION: THE IMPORTANCE OF BELIEF REVISION." Journal of Business Economics and Management 17, no. 4 (July 8, 2016): 546–63. http://dx.doi.org/10.3846/16111699.2016.1197848.
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This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection.
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Ratra, Komal, and Netra Neelam. "Brand Awareness Quotient." International Journal of Applied Management Sciences and Engineering 3, no. 2 (July 2016): 62–74. http://dx.doi.org/10.4018/ijamse.2016070104.
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There is a need to appropriately measure the effectiveness of Employer branding initiatives taken by an organization. There are a lot of questions to be addressed while measuring the effectiveness of the past or existing initiatives and formulating a new Employer branding strategy such as: Do the objectives of the Employer branding completely meet the initiative? What is the reach of the initiatives? Whether to continue with the same initiative or not in future? Hence while designing a new improved Employer branding strategy, there needs to be an appropriate initiative measurement methodology which can address the above questions quantitatively. This paper is an attempt to create A matrix “Brand Awareness Quotient” which will help in measuring the efficacy and support decision making for formulating the new strategy the same. This quantitative way of scoring and analyzing each and every initiative provides a 360-degree overview of the complete Employer branding strategy of the organization.
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Du Preez, Rose, and Michael Bendixen. "Outsourcing contact centers: internal branding challenges and consequences." Journal of Business & Industrial Marketing 34, no. 5 (June 3, 2019): 921–30. http://dx.doi.org/10.1108/jbim-10-2018-0311.
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Purpose The purpose of this paper is to develop a deeper understanding of the philosophy adopted by organizations in making the decision to outsource contact centers or not. Design/methodology/approach A phenomenological study was used to develop an understanding of industry participants’ experience of the outsourcing of contact centers in South Africa. Ten in-depth interviews were conducted. Content analysis identified key thoughts and common themes. This was used to develop a model for outsourcing. Findings Evidence was found to support three propositions developed from the literature regarding the reasons for and the unintended consequences of outsourcing. A model was developed to illustrate how costs can be reduced by outsourcing under different conditions of “headcount constraints” and “failure costs” of customer relationship management. Research limitations/implications The study was conducted in a single emerging market. Future research should confirm the validity of this model in other markets. Practical implications Outsourcing contact centers can lead to a loss of control over CRM and internal brand management. This can be avoided by paying considerable attention to the governance of the contract. There are two key messages for managers: to resist the short-term attraction of potential cost savings and marketing must play an active role in the outsourcing decision. Originality/value New knowledge is provided about the philosophy adopted by organizations when outsourcing contact centers. A model is presented to guide managers in the outsourcing decision-making process.
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Shahri, Masume Hosseinzadeh. "THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES." Australian Journal of Business and Management Research 01, no. 06 (January 8, 2012): 51–59. http://dx.doi.org/10.52283/nswrca.ajbmr.20110106a06.
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Is your corporate branding strategy effective? This paper presents a triple-dimension model for the assessment of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple stakeholders' reliance, financial value and strategic position. The elements of the model are based on information obtained from literature review and structured interview with specialists in strategic management and marketing and some multi-business companies' managers. A questionnaire and confirmatory factor analysis (CFA) have been used to validate the measurement. Assessing the three dimensions (multiple stakeholders' reliance, financial value and strategic position) and integrating them into a scheme enable CEOs to understand whether their corporate branding strategy is effective.
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Dew, Ryan, Asim Ansari, and Olivier Toubia. "Letting Logos Speak: Leveraging Multiview Representation Learning for Data-Driven Branding and Logo Design." Marketing Science 41, no. 2 (March 2022): 401–25. http://dx.doi.org/10.1287/mksc.2021.1326.
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