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Koschmann, Anthony, and Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, no. 4 (July 16, 2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.
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Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family brands of carbonated beverages. Emphasis is placed on the consumers who purchase the upper median of volume (heavy half) and constitute a disproportionate amount of brand’s sales (86 per cent of the volume). Findings Three propositions find that loyalty rates are high among modified brands with little switching to other lines within the brand. Further, loyalty and switch to rates are highest for the flagship branded product (the master modified brand). Practical implications Managers segment the market using the branded house strategy, yet loyalty rates vary for each product line. The switching rates can guide managers as to which products have established a loyal consumer base. Originality/value While brand switching is a considerable research stream, this research is believed to be the first to explore loyalty versus variety-seeking in the branded house strategy.
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Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.
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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/approach The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude. Findings First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed. Research limitations/implications One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions. Practical implications This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run. Originality/value This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.
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Yamak, Kamil Oygur. "Exploring Customer Perception of Service Quality in Coffeehouse Chains." Journal of Asian Research 4, no. 1 (February 28, 2020): p1. http://dx.doi.org/10.22158/jar.v4n1p1.
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Turkey is a fast growing market for global coffeehouse brands. This exploratory study investigates the service quality considerations of coffeehouse chains as perceived by the customers; namely customer expectations, loyalty, reasons of preference over coffee house brands, and service attributes of the coffee house brands in Turkey. Data are collected from a sample in several popular shopping malls in different parts of Istanbul that shelters coffeehouses of all of the brands included in this study through a survey questionnaire. The sample is chosen randomly and the survey is conducted mostly at weekends. The brands included in this survey are the five top global brands and one domestic brand. Results give evidence that further study may expose more revealing findings about customer satisfaction and commitment in coffee house brands.
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Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.
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Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the level of congruence (assessed using brand personality scales) on abnormal returns is also examined. Findings – Event study results indicate significant positive abnormal returns for corporate brands and insignificant returns to house-of-brands. Moreover, the level of congruence is found to have an insignificant effect on endorsement announcement returns. Overall, celebrity endorsements result in positive economic value to Indian firms. Originality/value – This study evaluates the differences in the effectiveness of celebrity endorsements (which might form a significant part of advertising costs) to firms following different branding strategies. Findings from this study indicate that celebrity endorsement announcements from house-of-brands do not lead to any significant stock market returns (in terms of market value). Further, contrary to current literature, the results indicate that the congruence between brand and celebrity has no impact on returns to endorsements in India, warranting further examination of whether congruence or likeability is important in endorsements.
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Brown, Stephen. "Animal house: Brand mascots, mascot brands and more besides." Journal of Customer Behaviour 13, no. 2 (August 25, 2014): 77–92. http://dx.doi.org/10.1362/147539214x14024779483519.
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Anderson, Erin, and Thomas S. Robertson. "Inducing Multiline Salespeople to Adopt House Brands." Journal of Marketing 59, no. 2 (April 1995): 16–31. http://dx.doi.org/10.1177/002224299505900202.
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How can multiline providers induce their salespeople to sell house brands? Using both unobtrusive measures (archival data) and direct questions, the authors model the extent to which salespeople adopt house brands, as well as the salesperson's perception that selling house brands can pose contractual hazards and his or her dependence upon the employer. Results indicate that adoption of house brands is most pronounced for salespeople who are habitually successful, are more dependent on the firm, or receive high levels of company training. In contrast, salespeople who resist house brands perceive that selling these products threatens their customer bond, have greater experience as a salesperson, and are more oriented to external than to internal sources of information. The authors discuss implications of the findings in terms of developing ways for multiline providers to manage independent-minded salespeople.
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Lemii, B. Cletus, and A. Georgewill Onwunari. "EVALUATION OF TOXICITY PROFILES OF DIFFERENT BRANDS OF PIROXICAM IN WISTAR RATS." International Journal of Research -GRANTHAALAYAH 9, no. 6 (June 30, 2021): 36–44. http://dx.doi.org/10.29121/granthaalayah.v9.i6.2021.3975.
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BACKGROUD: , a non-steroidal anti-inflammatory drug (NSAID), has been identified to be one of such drugs with great potentials for abuse, addiction and death as well as complaints on the significant dissimilarities and variations of possible organ toxicities across different brands. This study aimed at evaluating toxicity profiles of different brands of in male rats. Healthy thirty (30) male rats, weighing between 180 and 230grams were procured from the animal house of the Pharmacology department, Faculty of Basic Clinical Sciences in University of Port Harcourt, Nigeria. METHODS: The animals were divided into six (6) groups of five (5) animals each. Group1-control group while group2 to 6 were treatment groups. Thereafter, the clinical dose (0.285mg/kg) of brands (A Brand, B Brand, C Brand, D Brand and E Brand) were administered on treatment groups. The analysis was done at the end of the experiment. RESULT: Reveals that, four out of the fives brands demonstrated significant (p<0.05) toxicities on liver and kidney. Two of the brands has predilection for liver toxicity while another two exhibited kidney toxicities. The heart organ was spared from toxic effects of all the five brand understudied. CONCLUSION: The degree of organ toxicities with different brands of varies, however, certain brands tend to have toxicity predilection for either the liver or kidney.
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Lee, Pui Mun, Chong Guan, and Calvin M. L. Chan. "Koufu: Fortune of an Entrepreneurial Singapore Hawker." Asian Case Research Journal 21, no. 01 (June 2017): 175–205. http://dx.doi.org/10.1142/s0218927517500067.
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This case traces the rags-to-riches entrepreneurial journey of Mr Pang Lim in building his Koufu food court business empire over the past decades amidst the changing landscape of the food and beverages industry in Singapore. After dropping out of school at 13 years old, Mr Pang started work as a dishwasher in the 1960s. However, his entrepreneurial acumen enabled him to seize strategic opportunities and adapt to changing environmental forces to become the owner of Koufu, a leading food court chain in Singapore. When Koufu was founded in 2002, the food court business in Singapore was already dominated by other major players such as Food Junction and Kopitiam. Yet, through astute management, clearly defined market segmentation strategies, and a significant focus in brand-building, Koufu grew into an international food court empire. By 2012, it consisted of 54 food courts in Singapore, one food court in Macau, and annual revenue of $152.7 million. Koufu also grew to become one of Singapore’s most established F&B brands with many sub-brands in its stable. This case is suitable for use in Marketing Strategy and Strategic Marketing courses. Key marketing and branding theories and concepts illustrated in this case include macro-environment and micro-environment analysis; segmentation, targeting and positioning strategies; and branding architectures (i.e., house of brands, branded house, house brand).
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Al-Raggad, Mo’taz Mohammad Rath’an, Tareq N. Hashem, and Rasha Mohammad Rath’an Al-Raqqad. "A comparative study of umbrella branding approach versus house of brands approach and their influence on market share." International Journal of Data and Network Science 7, no. 1 (2023): 15–24. http://dx.doi.org/10.5267/j.ijdns.2022.12.011.
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The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more efficient and more able to shed the light and increase the focus on organization's image, meaning that in umbrella marketing the focus is more on the marketing organization more than manufacturing organization which increases its reputation and market share. The study recommends the necessity for each brand to have a specific purpose to avoid overlapping or disintegration of brands.
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Gabrielli, Veronica, and Ilaria Baghi. "Brand architecture shift and corporate brand equity: an exploratory study." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 777–94. http://dx.doi.org/10.1108/mip-02-2015-0035.
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Purpose The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process. Design/methodology/approach Data were collected through a questionnaire administered to 150 Italian consumers. All the items were related to a real corporate brand – Procter & Gamble (P&G) – and to seven of the product brands in its portfolio. The choice of the Italian context and the P&G brand was motivated by the fact that P&G has recently adopted a shift in its brand strategy, starting to give prominence to the corporate brand in its communication campaign in Italy. Findings The dilution process does not describe the effect of a change in strategy on corporate brand equity, but the bookkeeping/subtyping cognitive process does. This suggests that consumers tend not to revise corporate brand equity when they perceive many product brands behind it. Originality/value The value of the present paper is to deal with a relevant and current topic: the brand architecture dynamism. This research is an exploratory step to satisfy the need for theory-based research on consumer responses to the shift in the brand portfolio architecture strategy.
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Yilmazel, Sefa Emre, and Leyla Özer. "Brand portfolio strategies effects on consumers' attitude." Marketing Intelligence & Planning 40, no. 1 (December 6, 2021): 138–52. http://dx.doi.org/10.1108/mip-06-2021-0204.
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PurposeThe aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).Design/methodology/approachThe study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.FindingsAccording to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.Research limitations/implicationsOne of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.Practical implicationsManagers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.Originality/valueIt will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.
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Gabrielli, Veronica, and Ilaria Baghi. "Unveiling the corporate brand: the role of portfolio composition." Journal of Consumer Marketing 37, no. 3 (February 3, 2020): 279–90. http://dx.doi.org/10.1108/jcm-12-2018-2995.
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Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.
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Anderson, Erin, and Thomas S. Robertson. "Inducing Multiline Salespeople to Adopt House Brands." Journal of Marketing 59, no. 2 (April 1995): 16. http://dx.doi.org/10.2307/1252070.
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Strebinger, Andreas. "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1782–804. http://dx.doi.org/10.1108/ejm-08-2012-0482.
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Purpose – This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a “branded house” to a “house of brands” with real-life branding strategies of leading companies. Design/methodology/approach – Data from an executive survey, observations and desk research on 75 leading companies in Austria are analysed with multilevel weighted least squares (WLS) regression. Findings – Branding strategies for products are determined by industry (23 per cent of variance), the overall strategy of the company (28 per cent), the remaining variance being product-level decisions deviating from both. Service and consumer durables companies lean more towards corporate branding than consumer nondurables. On the company level, synergies in advertising, e-commerce and e-CRM (customer-relationship management) increase the usage of shared brands. A higher company age leads to brand proliferation. On the product level, quality differences between products, the emphasis on and differences in experiential product positioning and, marginally, the symbolic differences between products favour individual brands. Research limitations/implications – Future research should investigate additional markets, additional drivers, small and medium-sized entreprises (SMEs) and employ additional measures. Practical implications – The study informs brand-architecture audits with benchmarks from leading companies, calls for a view of brand architecture more flexible than ideal-type categories proposed in literature and cautions against management inertia, industry standards and trends in designing branding strategies. Originality/value – This study is the first quantitative cross-industry multi-level study on real-life branding strategies. It also applies a new conceptualisation and measurement of branding strategy.
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Knopf, Alison. "Recovery Brands, Elements settle lawsuit by Seabrook House." Alcoholism & Drug Abuse Weekly 27, no. 11 (March 15, 2015): 3–5. http://dx.doi.org/10.1002/adaw.30112.
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Chaiittipornwong, Taksina, Pomthong Malakul, and Dawan Wiwattnadej. "The Challenges of Implementing Sustainable Production for One-Way Bottled Drinking Water in Thailand." Advanced Materials Research 807-809 (September 2013): 2897–910. http://dx.doi.org/10.4028/www.scientific.net/amr.807-809.2897.
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The paper presents evidence-based evaluation of a sustainable production of one-way bottled drinking water in Thailand with emphasis on open-loop and close-loop processes. Two groups of producers were selected: four top brands and four house brands. In-depth interviews and plant surveys were conducted to explore the producers performances in four categories: corporate social responsibility (CSR), sustainable design, 3 Rs principle and life-cycle management (LCM). The interview and survey transcripts were combined, analyzed and categorized for two sustainable production measures: resource efficiency and pollution reduction. Three most prominent findings are that the top brands moderately perform the sustainable production while the house brands do less well, the resource efficiency measure is much more valued than the pollution reduction, and that the LCM is the most favored category, unlike the CSR. In conclusion, both brands are challenging for improving water efficiency and increasing plastics recyclability and the close-loop process shall be largely adopted among Thai bottled water producers.
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Chung, Jae-Eun, Byoungho Jin, So Won Jeong, and Heesoon Yang. "NIE-based SME brand building in foreign markets: an exploratory study." Journal of Product & Brand Management 28, no. 1 (February 11, 2019): 63–79. http://dx.doi.org/10.1108/jpbm-10-2016-1331.
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Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization. Design/methodology/approach A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands. Findings Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly regarding brand identity development, use of foreign sales subsidiaries and number and types of brands used. The authors find an interaction effect between product characteristics and host market levels of economic development, both of which influenced the degree of product standardization. Originality/value This study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby providing useful insight for other NIE enterprises when establishing branding strategies aimed at foreign markets.
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Kwon, Yoon-Hee. "Working Women's Perceptions of Brand-Name Apparel in Enhancement of Their Occupational Attributes." Perceptual and Motor Skills 79, no. 2 (October 1994): 827–32. http://dx.doi.org/10.2466/pms.1994.79.2.827.
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The major objectives were (1) to explore working women's perceptions of various apparel brands in the enhancement of their self-perceptions of occupational attributes, (2) to investigate the relationships between working women's self-perceptions of occupational attributes and the perception of each apparel brand image, and (3) to assess the effects of selected consumer variables of working women (clothing interest, age, education, and occupation) on their perceptions of brand-name apparel. The data from 81 working women showed that the well-known apparel brands generally enhanced their occupational attributes. Anne Klein was perceived most positively for enhancement of all the occupational attributes, while Junior House Collectibles was perceived as lowest in enhancement of those attributes. Evan Picone was rated highest in relation to subjects' clothing interest and was perceived most effective in enhancing the subjects' occupational attributes.
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Ovchinnikova, Maria Alexandrovna, and Irina Sergeevna Samoylenko. "Artistic and graphic features of visual communication of dairy market brands." Pan-Art 4, no. 3 (July 1, 2024): 157–65. http://dx.doi.org/10.30853/pa20240023.
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The purpose of the study is to identify the artistic and graphic features of the visual communication of dairy market brands. The article clarifies the role of the artistic and graphic component of brand communication and the role of packaging in branding in general and in the category of dairy products in particular. The main trends in the development of society and their reflection in consumer behavior and trends in the artistic and graphic component of packaging in the dairy market, as well as their impact on the semantic and artistic field of communication in the category of dairy products, are considered. As a result, data are provided on the study of the features of visual communication of brands-leaders of the dairy products market "Prostokvashino", "House in the village", "Village Green", "Vkusnoteevo", within which visual codes used by brands in the formation of an identical image are identified, which are of practical importance in the development of startup brands in the dairy category. The scientific novelty of this work lies in presenting previously unused integrated approach to the study of dairy market brands, which includes both the study of branding aspects from a marketing point of view, and the study of translated meanings using visual messages – codes formed by the form factor and packaging material and a set of artistic and graphic messages on the package, providing a holistic perception of brand image, as well as the correlation of messages with trends in the development of society and consumer behavior.
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Mbongwe, Thabiso Banjane, and Abubaker Qutieshat. "A A Literature Review on The Impact of COVID-19 Pandemic on Consumer Buying Behavior towards Private Labels." International Journal of Social Science Research and Review 6, no. 6 (June 8, 2023): 138–44. http://dx.doi.org/10.47814/ijssrr.v6i6.1182.
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During the COVID-19 crises, consumers and the retail industry have continuosly been affected by several challenges, such as increased consumer demand, disrupted supply chain, and the stockpiling of food supplies due to the fear associated with the pandemic. A better understanding of consumer buying behaviour, perceptions and preference for brand is vital for the retail industry and policymakers to efficiently meet the dynamic and growing complexity of consumer demand. The present paper is intended to contribute to the impact of COVID-19 pandemic on consumer buying behaviour. To assess whether COVID-19 had an impact on buying behaviour toward brand type and to establish if there was a shift in the type of brands consumers were buying during the COVID-19 pandemic. It is aimed to explore and synthesize evidence from the literature about the impact of COVID-19 pandemic on consumer buying behaviour towards private labels also known as in-house brands. The literature was reviewed by seraching for past studies that were published during the years 2020 and 2022. In conducting the search for the articles, the main search terms were namely ''consumer buying behavior,'' ''impact of COVID-19,'' and ''private label,'' which showed to have other synonym terms such as ''private brand'', ''store brand,'' ''in-house brand,'' and ''own label.'' Various literature shows that consumer behaviour has been affected by the COVID-19 pandemic.Consumer buying behaviour during the year under review has changed, wherein it shows it has been affected by various factors, among them cultural, personal, psychological, which as marketers and researchers need to be taken into context. In order to understand consumer buying behaviour, there is a need to consider context and several influencing factors, including psychological, sociological, and economic factors.
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Casas, Andreu, and John Wilkerson. "A Delicate Balance: Party Branding During the 2013 Government Shutdown." American Politics Research 45, no. 5 (January 29, 2017): 790–812. http://dx.doi.org/10.1177/1532673x16688458.
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Strong party brands help congressional parties elect candidates, maintain or gain majority control, and advance their policy agendas. Because successful branding efforts depend on consistent messaging, party leaders try to choose issues that most members are willing to promote. But what do leaders do when a party majority pressures them to take up issues that harm the brand for others? We investigate the 2013 government shutdown as a branding event. House Republican leaders instigated the shutdown after learning that a majority of Republicans would not vote for a clean funding bill. However, instead of highlighting the issues that led to the shutdown, they publicized the party’s efforts to resolve it. Party leaders sought to exploit the fact that party brands have both position and valence components to simultaneously address the demands of the party base and the electoral concerns of members representing competitive districts.
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Roni Maulana and Nyoman Puspadarmadja. "Pengaruh Konten Vlog YouTube Rans Entertainment terhadap Persepsi Penonton pada Brand Luxury." Bandung Conference Series: Journalism 3, no. 3 (October 18, 2023): 363–74. http://dx.doi.org/10.29313/bcsj.v3i3.9649.
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Abstract. This study aims to determine the impact of RANS Entertainment's YouTube vlog content on audience perceptions of luxury brands. Along with the development of technology and the increasing use of social media, especially YouTube, public figures are competing to create content to attract attention and make money. One of the most popular YouTube content is Raffi Ahmad's YouTube vlog content which is managed by the RANS Entertainment production house. Each content always displays their daily lifestyle. The theory used in this research is para-social interaction theory, and YouTube vlog content is measured by three dimensions, namely social attractiveness, physical attractiveness, and para-social interaction. Furthermore, the variable of audience perception on luxury brands is measured by three dimensions, namely brand value, brand-user imagery fit, and luxury brands. The research uses quantitative methods and survey methods with questionnaires. The research sample consisted of 80 participants. A basic linear regression formula was used to test hypotheses. The results demonstrated that RANS Entertainment's YouTube Vlog material had a significant impact on the viewers' perceptions of luxury brands within the moderate influence category. This means that the more RANS Entertainment's YouTube vlog content is improved, the audience's perception of luxury brands will increase.
Abstrak. Penelitian ini bertujuan untuk mengetahui dampak konten vlog YouTube RANS Entertainment terhadap persepsi penonton pada brand luxury. Seiring kemajuan teknologi dan meningkatnya penggunaan media sosial, khususnya YouTube, membuat para publik figure berlomba-lomba membuat konten untuk mendapatkan perhatian dan menghasilkan uang. Salah satu konten YouTube yang paling digemari adalah konten vlog YouTube milik Raffi Ahmad yang dikelola oleh rumah produksi RANS Entertainment. Di setiap kontennya selalu menampilkan gaya hidup mereka sehari-harinya. Teori yang digunakan dalam penelitian ini adalah teori para-social interaction. Konten vlog YouTube diukur dalam tiga dimensi yakni daya tarik sosial, daya tarik fisik, dan interaksi para-sosial. Selanjutnya, variabel persepsi penonton pada brand luxury diukur dengan tiga dimensi: brand value, brand-user imagery fit, dan brand luxury. Penelitian menggunakan metode kuantitatif dan metode survei dengan kuesioner. Sampel penelitian sebanyak 80 orang. Pengujian hipotesis menggunakan rumus regresi linear sederhana. Hasil penelitian menunjukkan bahwa konten vlog YouTube RANS Entertainment memberikan dampak terhadap persepsi penonton pada brand luxury, yang signifikan dalam kategori pengaruh sedang. Artinya, semakin banyak konten vlog YouTube RANS Entertainment yang ditingkatkan, maka persepsi penonton pada brand luxury akan meningkat.
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Missaghian, Rod, and Roger Pizarro Milian. "A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education." Journal of Marketing for Higher Education 29, no. 2 (December 1, 2018): 153–72. http://dx.doi.org/10.1080/08841241.2018.1549183.
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Liao, Zhiqing. "The Effectiveness of Meta-Universe on Beauty Brands." Highlights in Business, Economics and Management 23 (December 29, 2023): 604–9. http://dx.doi.org/10.54097/k4a0ss48.
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Famous worldwide corporations have used the meta-universe marketing technique in recent years: Givenchy built a virtual beauty salon, Givenchy Beauty House, and Mac linked virtual idols. AYAYI, Estee Lauder launched the world's most famous paintings of digital collections, L'Oreal created Reds of Worth Non-Fungible Token (NFT) art, and so on, leading to the research question: how does the meta-universe empower beauty businesses to achieve greater marketing and sales? The study concluded that: First, the quality of the consumer environment is strongly tied to sales via the employment of Virtual Reality (VR) and Augmented Reality (AR) technologies to enhance the realism of the consumer environment in the meta-universe scene. Second, as the meta-universe community is built to suit customers' social requirements, social demands are becoming increasingly prominent in consumer demand. Third, the added value of the brand is to increase market competitiveness through the integration of IP and NFT promotions to increase the added value of the brand. The main contribution of this article is to propose new ideas for beauty brands to boost brand creation and consumption using meta-universe marketing.
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Lie, Cindy Lestari, and Innocentius Bernarto. "The Effect of Country of Origin, Perceived Quality, And Brand Image on the Purchase Intention of Etude House Cosmetics." Business and Management Horizons 7, no. 2 (December 14, 2019): 36. http://dx.doi.org/10.5296/bmh.v7i2.15324.
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The many interests of Indonesians for imported cosmetics have invited many foreign companies to enter the Indonesian market, including one of the leading cosmetic brands from South Korea, Etude House. The purpose of this research is to analyse and test the positive effects of country of origin, perceived quality, and brand image on the purchase intention of Etude House cosmetics. Based on the purpose of the research, the proposed hypotheses are: (1) The country of origin of a product affects positively on the purchase intention of a consumer, (2) The perceived quality of a product affects positively on the purchase intention of a consumer, and (3) The brand image of a product affects positively on the purchase intention of a consumer. The sample consists of Etude House consumers in Indonesia who are students of the University of Pelita Harapan, with a total of 146 respondents. The sampling technique used in the research is Convenience sampling method. The statistical analysis is applied by the approach of Partial Least Square – Structural Equation Modeling (PLS-SEM) method, with the program SmartPLS. The end result of this research has shown that (1) The country of origin of a product does not affect positively on purchase intention, (2) The perceived quality of a product has a positive and the most significant effect on purchase intention, and (3) The brand image of a product also has a positive and significant effect on purchase intention.
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Sahay, Arvind, and Anandan Pillai. "Differential impact of advertising and distribution expenditure on Tobin's Q." Journal of Indian Business Research 1, no. 2/3 (June 5, 2009): 77–94. http://dx.doi.org/10.1108/17554190911005309.
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PurposeThe purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding approaches (corporate and house of brands) that various firms follow.Design/methodology/approachThe data are collected from databases of Centre for Monitoring Indian Economy (CMIE) and from the web site of National Stock Exchange. Time series regression is performed using SPSS software to test the model.FindingsAdvertising expenditure has a positive impact on the intangible value of the firm and this relationship is stronger for firms following corporate branding than for firms that follow house of brands strategy. Distribution expenditure has negative impact on the intangible value of the firm and this relationship is stronger for firms following corporate branding than for firms that follow house of brands strategy.Research limitations/implicationsSince most of the data retrieved for the analysis were of B2B (business to business) firms, the findings may not be generalized for all firms.Practical implicationsAdvertising expenditure has a diminishing marginal utility in creating intangible value. It would be useful for firms to understand where they are on this continuum and whether their advertising expenditure is giving adequate returns or may be better spent elsewhere.Originality/valueIn the literature, researchers have expressed mixed viewpoints regarding the impact of total marketing spend on intangible value. The marketing expenditures are found to have both positive and negative impact on intangible value, with respect to various contexts. However, the impact of major components of marketing expenditures is not addressed. This gap is addressed in this research paper.
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Jung, Jung-hee, and Eun-hyuk Yim. "The Role of Fashion House Museums : Focused on European Luxury Fashion Brands." Fashion & Textile Research Journal 20, no. 2 (April 30, 2018): 143–55. http://dx.doi.org/10.5805/sfti.2018.20.2.143.
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Pamment, James. "Innovations in public diplomacy and nation brands: Inside the House of Sweden." Place Branding and Public Diplomacy 7, no. 2 (May 2011): 127–35. http://dx.doi.org/10.1057/pb.2011.3.
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Pollach, Irene. "The logo change at Gap North America." CASE Journal 12, no. 2 (May 5, 2016): 214–20. http://dx.doi.org/10.1108/tcj-11-2014-0065.
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Synopsis The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and brand positioning. Research methodology This research is based on published sources. Relevant courses and levels The case can be used in courses in strategic brand management, retailing, fashion marketing, marketing communication, or corporate communication at the graduate or advanced undergraduate level. The case will be particularly useful for those who already understand branding and consumer behavior, but who may not have learned anything about rebranding or strategic brand management. It is not suitable for undergraduates who have not studied branding at all.
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Dr. N.R.Vembu, Dr. M.Ganesan, Dr. K.Veerakumar, Dr R. Renuka, and Dr.Velavan. "Perception of Customer on Buying Branded Paints in Kumbakonam Town." GIS Business 14, no. 6 (November 26, 2019): 272–79. http://dx.doi.org/10.26643/gis.v14i6.11707.
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Painting provides better attraction and protection to the building. It is used for preventing the chemical attack, ultra virus light, protecting from extreme solar and moisture even it able protect from germs There are different types of brands are also playing the predominant role in the field of painting. Even the non-skid protective paint coatings are also used by the modern house to prevent slipping, while some exterior paints are used as attractive in the eyes of people. In general, the paints are protecting the building as well as attracting the people to have a positive opinion on the house. At this juncture, the research in this field is adding some extra feather to this painting industry. The present study is focused on to analyze the various factors which are influencing the consumer’s influence on purchase decision. At this juncture, the paint manufacturing companies are putting all efforts to hold the greater market share, it is very important to analyze the brand perception of consumers and their final purchase.
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Breton, Magdalena Opazo, John Britton, Yue Huang, and Ilze Bogdanovica. "Comparison between Online and Offline Price of Tobacco Products Using Novel Datasets." International Journal of Environmental Research and Public Health 15, no. 10 (October 17, 2018): 2282. http://dx.doi.org/10.3390/ijerph15102282.
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Price of tobacco products has traditionally been relevant both for the industry, to respond to policy changes, and for governments, as an effective tobacco control measure. However, monitoring prices across a wide range of brands and brand variants requires access to expensive commercial sales databases. This study aims to investigate the comparability of average tobacco prices from two commercial sources and an in-house monitoring database which provides daily data in real time at minimal cost. We used descriptive and regression analysis to compare the monthly average numbers of brands, brand variants, products and prices of cigarettes and hand-rolling tobacco using commercial data from Nielsen Scantrack and Kantar Worldpanel, and an online price database (OPD) created in Nottingham, for the period from May 2013 to February 2017. There were marked differences in the number of products tracked in the three data sources. Nielsen was the most comprehensive and Kantar Worldpanel the least. Though average prices were very similar between the three datasets, Nottingham OPD prices were the highest and Kantar Worldpanel the lowest. However, regression analysis demonstrated that after adjustment for differences in product range, price differences between the datasets were very small. After allowing for differences in product range these data sources offer representative prices for application in price research. Online price tracking offers an inexpensive and near real-time alternative to the commercial datasets.
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Bielig, Andreas. "Rebalancing the Market Power. Manufacturer and Retailer Brands in the German Food Retail Market." International Journal of Management and Economics 48, no. 1 (December 1, 2015): 21–44. http://dx.doi.org/10.1515/ijme-2015-0033.
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Abstract The German food retail market is considered to be one of the most competitive markets worldwide. A narrow oligopoly of domestic retail chains dominates competition at the national and regional levels, driven mostly by price competition and extensive market coverage. As a result, market entrance for potential newcomers is highly restricted, even for such global players like Wal-Mart, which retreated in 2006 after nine years of substantial financial losses in Germany. There have been discernable attempts by the domestic incumbents to rebalance the traditional “task division”, affecting the range of customers choices as well as retail brands. However, within ten years the share of large retailers brands earnings in the total food retail market increased from 21.8 percent to 38.8 percent in 2012, as “house brands” optimized their assortment, increased their independence from main suppliers and squeezed out competitors. The empirical analysis presented below describes the role played by different retail brands in German food retail market as measured by their market power, and considers its political implications.
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Hofman-Kohlmeyer, Magdalena. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players." Central European Management Journal 29, no. 1 (March 15, 2021): 61–87. http://dx.doi.org/10.7206/cemj.2658-0845.41.
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Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation? Methodology: I conducted 20 in-depth interviews among Polish players, with the application of snowball sampling. The study participants were adult users of chosen simulation video games: The Sims, Second Life, and Euro Truck Simulator 2. Findings: We can distinguish content based on game mechanism, official add-ons, or game modding. Players frequently check some brands from a set offered by game developers and create content (e.g. in The Sims users can design house interiors with IKEA furniture). Some players are not satisfied by what a game offers and generate content based on modding (e.g. DHL trucks or McDonald’s restaurants inside the Euro Truck Simulator 2). In this respect, the article refers to Smith’s, Fischer’s, and Yongjian’s content dimensions. Branded game modifications described by respondents are characterized by a high level of similarity towards real brands and positive brand sentiment (valence). I noted no statement about player and marketer (brand) communication in gathered material. The biggest challenge for practitioners in the field of UGC in video games is how to manage brand messages. Practical Implications: Brand-related user-generated content is an important phenomenon in terms of the brand-building process and its impact on brand reception, which all require marketers’ attention. For game developers, such a content is a source of information about customer expectations. Players show their personal expectations by game modding. Originality/Value: Brand-related content generated by users is frequently associated with social media. The scholarship shows a lack of knowledge of branded user-generated content in video games.
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Ahmed, Emad, Medhat Alsafadi, Hussein Albanna, Amal Abu Murtada, and Manal Jaber. "The Influence of Consumer Selection on Store Brands over Name Brands in the Food Retailing Industry." International Journal for Innovation Education and Research 10, no. 12 (December 1, 2022): 23–60. http://dx.doi.org/10.31686/ijier.vol10.iss12.3920.
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Food retailing industry has expanded commensurate to the growing requirements of a bulging world population. Initially, most retailers depended on external suppliers for most of their stock. The suppliers controlled the branding and pricing elements. This has since evolved with retailers having exponentially grown, endowing them with the ability to support their own brands.In addition to the inherent additional capability, changing business dynamics have meant that retailers have introduced additional aspects to their in-store brands. These brands which have been developed in-house have grown in scale and reach but still limited to branded stores. Food retailing has spawned lateral branded stores with respect to their food characteristics.The study has focused on evaluating the myriad factors that have sufficiently influenced consumer psychographics when choosing private store brands instead of commercial name brands. This was achieved by analyzing; general marketing strategies, effective branding, pricing and associated discounting, and general attractiveness of store brands.The condensed objective was dissected into related sub-objectives including; the marketing strategies that have been pursued by food retailers in promoting their own brands, factors that influence preference for store brands in relation to pricing, discounts, psychographic dynamics, existence of promotion thresholds and their overall influence on purchasing habits.Research was undertaken using qualitative methods by surveying the emerging trends that have supported the growth of store brands. Price comparisons were made from empirical data collected from several outlets while the survey was conducted on consumer responses to pricing and discounting. The resultant data was evaluated and represented in tables and charts to support the primary objective of the research.
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Zhu, Zhengjia. "The Impact of Digital Transformation on the Fashion Industry in the Post-Pandemic Era." BCP Business & Management 44 (April 27, 2023): 696–705. http://dx.doi.org/10.54691/bcpbm.v44i.4920.
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The Covid-19 pandemic has brought significant challenges to the global luxury market since 2020. The economic downturn, declining customer incomes, lockdowns in public places, and a sharp reduction in international travel have all reduced customer demand for luxury goods. On the other hand, with brands' digital sales soaring during the pandemic and a younger customer base, more luxury brands are doubling down on online channels to compensate for physical store closures or limited sales due to safety regulations and lockdowns. In this context, this study uses Burberry Group plc as an example to analyze how a traditional fashion house can gain an advantage in the post-pandemic era through digital transformation strategies. The first is to analyze the brand's status quo through financial strategy analysis to understand the epidemic's impact on luxury brands. The second is to show Burberry's strengths and weaknesses through SWOT ANALYSIS. Third, analyze Burberry's digital transformation strategy. For research methodology, this study conducted a literature analysis of books and papers and kept the case studies' Timeliness through websites, social media, and news articles. The results show that Burberry avoided the epidemic's impact through online channels and broke geographical restrictions, further influencing consumers through digital platforms and deepening consumers' impressions. Burberry's case shows that digital transformation can flexibly respond to the disruption caused by the epidemic and minimize losses, thereby helping to build its advantage. As a result, the report contends that digital transformation will be a crucial component of fashion firms' future business plans.
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Gierl, Heribert. "Symmetry and Likeability: Prior Research and Transfer to the Field of Advertising." Marketing ZFP 43, no. 3 (2021): 3–34. http://dx.doi.org/10.15358/0344-1369-2021-3-3.
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The question of whether people prefer symmetry to asymmetry has been explored for many decades. Many design guides recommend the use of symmetry, and many scientific publications report that people like symmetrical visual images more than asymmetrical ones. However, the proportion of symmetrical images that people observe in everyday life is very high (e.g., leaves of trees, house facades, hands, butterfly wings). Symmetry therefore does not exist as an exception. Only rare phenomena can cause special (very favorable) reactions in humans. After discussing the reasons why researchers nonetheless often discover and report a positive effect of symmetry on the likeability of visual stimuli, we focused on symmetry in print ads. To the best of our knowledge, symmetry in advertising has not yet been explored. From the perspective of advertising practice, we propose to distinguish at least two types of symmetry: 1. Symmetry/asymmetry of elements that attract attention and are meaningful (e.g., the pair of polar bears in Coca-Cola advertisements); 2. Symmetry/asymmetry of abstract decorative backgrounds (e.g., leaves, dots, circles as background motifs). We find higher ad likeability when attention-attracting, meaningful elements are symmetrical because these stimuli trigger perceptions of regularity as well as aesthetic appreciation, while symmetrical decorative backgrounds only evoke perceptions of regularity. Moreover, we recommend considering such symmetries more often when designing advertisements. We found not only an increase in ad likeability but also an improvement in brand attitudes when brand familiarity was low. For well-known brands, we have found that brand attitudes and purchase intention do not benefit from the usage of symmetry. We conclude that the effectiveness of symmetry is limited to influencing the evaluations of lesser-known brands.
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Sarkar, Siddhartha, Dinesh Sharma, and Arti D. Kalro. "Private label brands in an emerging economy: an exploratory study in India." International Journal of Retail & Distribution Management 44, no. 2 (February 8, 2016): 203–22. http://dx.doi.org/10.1108/ijrdm-07-2015-0102.
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Purpose – The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify preferred private label brand (PLB) categories, factors influencing their selection, and the importance of cues in evaluation of PLBs. The overall purpose is to identify important areas for future research of PLBs in the wake of organized retail growth in an emerging economy (India is the context here). Design/methodology/approach – This study is based on in-store observations of major Indian retail chains, longitudinal analyses of customers’ shopping bills, qualitative analyses of consumer interviews, and focus group discussions. Findings – The results indicate that retailers primarily adopt “Sub-branding” (using the store name along with a separate brand name) and “House of Brands” (using a separate brand name only) strategies to sell PLBs in the Indian market. Groceries, food and beverages, and apparel are the preferred categories in PLB. Price, quality, and convenience are the major factors influencing PLB. Taste, ingredients, packaging, price, brand name, and store name are the main factors that are used to evaluate PLBs. Research limitations/implications – Due to the qualitative analyses and interpretation, there are limitations to this study which need to be empirically validated. Practical implications – This research has implications for organized retailers in understanding the various strategies used for PLBs in India. Originality/value – This study is a novel study for documenting the PLB strategies adopted by organized retailers in India. It also uses a longitudinal exploratory approach to further understanding the consumption of PLBs in India.
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Mutmainah, Siti, Budi Rahayu, and Marwita Andarini. "Pengaruh Produk & Harga Terhadap Keputusan Pembelian Pada Konsumen Tas Merk Rumah Warna Di Bandar Lor Kota Kediri." JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi 2, no. 1 (July 16, 2019): 1. http://dx.doi.org/10.30737/jimek.v2i1.426.
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The study aims to see how much influence the product and price have on purchasing decisions for color house-brand bags in Bandar Lor, Kediri. Methods of data collection using the method of observation, interviews, questionnaires and literature studies carried out based on systematic based on research methods. Data analysis using multiple linear regression methods were processed using SPSS assistance. The analysis phase starts from the normality test, validity test, hypothesis testing, T-test and F test to see the effect of independent variables on the dependent variable simultaneously or partially with a confidence level of 95% (a = 0.05). The results of the study prove that product variables and prices have a significant influence on purchasing decisions for color house-brand bags in the city of Kediri simultaneously or partially. The value of determination coefficient is 90.3%, so the purchasing decision on a bag of color house brands in Bandar Lor Kota Kediri is influenced by product variables and prices. The remaining 9.7% is influenced by other variables outside the research.garuh produk dan harga terhadap keputusan pembelian tas merk rumah warna di Bandar Lor kota Kediri. Metode pengumpulan data menggunakan metode observasi,wawancara, kuesioner dan studi kepustakaan yang dilakukakan berdasarkan sistematik berdasarkan metode penelitian. Data analisis menggunakan metode regresi linier berganda diolah dengan menggunakan bantuan SPSS tahapan analisa dimulai dari ujio normalitas, uji validitas, pengujian hipotesis, uji T dan uji F untuk melihat pengaruh variabel bebas terhadap variabel terikat secara simultan maupun parsial dengan tingkat kepercayaan 95% (a=0,05). Hasil penelitian membuktikan bahwa variabel produk dan harga mempunyai pengaruh secara signifikan terhadap keputusan pembelian tas merk rumah warna di bandar lor kota kediri secara simultan maupun parsial. Nilai koefesien determinasi sebesar 90,3% jadi keputusan pembelian terhadap tas merek rumah warna di Bandar Lor Kota Kediri dipengaruhi oleh variabel produk dan harga.Sisanya sebesar 9,7% dipengaruhi variabel-variabel lainnya diluar penelitian.
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Risnawati, Nanik. "Pelatihan Pengembangan Usaha Koperasi bagi Pengurus dan Pengawas Koperasi Primer Tempe Tahu Indonesia (KOPTI) Sleman Yogyakarta." E-Coops-Day 4, no. 2 (August 9, 2023): 207–14. http://dx.doi.org/10.32670/ecoopsday.v4i2.3605.
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Koperasi Tahu Tempe Indonesia (KOPTI) is a type of cooperative whose members are producer of tofu and tempeh for the community. So that as a producer cooperative, the efforts carried out by KOPTI are aimed at helping and facilitating the needs of its members to advance their business. One of the KOPTI in Sleman Regency complained about the challenges and obstacles in developing a business, especially in the soybean procurement business and the tempeh house business. Therefore, in Cooperative Education this March, training and guidance on cooperative business development were carried out interactively. In cooperative education, it is discussed that the purpose of business development is to increase efficiency, productivity, competitiveness, income and increase the role of cooperatives in serving their members. Some steps that can be taken are to develop an existing business or add a new business. In overcoming soybean price competition, cooperatives are advised to buy soybeans from importers domiciled in Semarang and if necessary pack and deliver the soybean brands with their own brands modified from existing brands that are first known by tempe and tofu producers, to overcome the fanaticism of producers on a certain brand. Meanwhile, to overcome barriers to marketing premium tempe products produced by KOPTI in Sleman Regency, KOPTI explore cooperation with mini markets or supermarkets and conduct personal selling to upper- middle-class restaurants that provide menus made from tempe and target consumers in high-class housing. On the other hand, to increase member loyalty to the cooperative, it is suggested that cooperatives can carry out membership education for producers of KOPTI members in stages.
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Muda, Mazzini, Rosidah Musa, and Lennora Putit. "Celebrity Endorsement in Advertising: A double-edged Sword." Journal of ASIAN Behavioural Studies 2, no. 3 (April 1, 2017): 21. http://dx.doi.org/10.21834/jabs.v2i3.188.
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The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity’s qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.
Keywords: clutter, celebrity endorsement, benefits, risks
© 2017. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-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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S, Sathyanarayana, and B. H. Suresh. "The Role of Packing on Buying Behaviour of Rural Consumers with Special Reference to FMCG." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 8, no. 1 (August 5, 2017): 103. http://dx.doi.org/10.21013/jmss.v8.n1.p12.
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<p>Indian rural market with its enormous size and demand base offers great opportunities to marketers. However, there are many serious challenges that FMCG manufactures face in tackling rural markets, viz., the scattered nature of rural markets, their small size, remoteness, poor connectivity and tremendous heterogeneity, low level of literacy, too many languages and dialects, cultural diversities, inadequate banking facilities, acute dependence on the monsoon; seasonal demand, and media darkness are some serious limitations. However, the issue of packing is very crucial when it comes to marketing of brands in rural areas as the brand recognition in rural areas generally through its colours, logos, shape and size. Therefore, the current study has been undertaken with an intention to understand the role of packing in rural markets. In order to realize the stated objectives the researcher constructed a structured questionnaire has been constructed and pre tested and administered on 1,600 rural respondents spread across 200 villages in the state of Karnataka. The study revealed that packing make a significant role while buying FMCG. There is a significant difference in the opinion of rural consumer respondents on importance attributed to packing while purchasing FMCG as perceived by rural consumer respondents. There is a significant influence of annual house hold income of the rural consumer respondents on the level of importance attributed to packing while buying FMCG. Majority of the rural consumer respondents preferred sachets while buying FMCG. There is a significant difference in the packing size preference of the rural consumer respondents while purchasing products. There is a significant influence of the annual house hold income of the rural consumers on kind of packing preference. Majority of the rural respondents recognize brands through reading, colours, scanning of logos/pictures/trademarks and through packing style of the products. Based on the analysis of the study a brief summary of findings have been made and a meaningful conclusion has been drawn. Finally the results have been compared with the possible evidence.</p>
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Sherman, Herbert. "TAPESTRY: A Strategic Management Case Study." International Journal of Business & Management Studies 03, no. 11 (November 16, 2022): 70–88. http://dx.doi.org/10.56734/ijbms.v3n11a7.
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This is a secondary source case that describes in detail the firm Tapestry, the first New York-based house of modern luxury lifestyle brands with a portfolio including Coach New York, Stuart Weitzman, and Kate Spade New York. Each brand has its own unique character and personality yet operates independently while maintaining a collective commitment towards authenticity, inclusivity, and approachability. The multinational company’s creative and consumer-driven view of luxury is characterized by its innovative products and differentiated customer experience across value chain channels. The case opens with an introduction to the firm, including its three main strategic business units (SBU’s), and then discusses the firm’s vision/mission/objectives, the generic strategy of the firm and its SBU’s, its external environment (P.E.S.T. and industry analyses), its internal operations (V.R.I.O. framework and analysis), culminating in a S.W.O.T. breakdown. Results of the S.W.O.T. analysis include considerations of realigning the firm’s mission, strategy and structure with its external environment so as to leverage perceived opportunities using the firm’s distinctive competencies.
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Jajja, M. Shakeel S., and Mohsin N. Jat. "Daraz.pk: Online Marketplace’s Value Chain." Asian Journal of Management Cases 16, no. 1 (March 2019): 21–37. http://dx.doi.org/10.1177/0972820119825976.
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This case study provides an understanding of the channels through which orders at an online retail platform are fulfilled. Daraz.pk, the pioneering and leading e-commerce platform in Pakistan, started in 2012 as an online fashion retailer and evolved into a general marketplace for brands selling items ranging from electronics to home appliances to fashion. The case study is built around the decision regarding how to engage international brands in the wake of increasing local completion and the potential entry of some established international players. Highlighting the decision’s implications on logistics (and vice versa), this case study exposes various important trade-offs between in-house inventory and vendor-managed inventory. Through the example of a sales-day event conducted by Daraz, this case study also brings to light various strains that logistics could potentially face because of demand hikes and the steps that could help in managing a situation like this.
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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (January 20, 2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.
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Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran
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KIM, HENRY A., and BRAD L. LEVECK. "Money, Reputation, and Incumbency in U.S. House Elections, or Why Marginals Have Become More Expensive." American Political Science Review 107, no. 3 (August 2013): 492–504. http://dx.doi.org/10.1017/s0003055413000245.
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Since 1972, campaign spending by House incumbents has skyrocketed, particularly in those districts with marginal support for the incumbent's party. At the same time, parties in the House have become much more cohesive in the way they vote, producing more precise and informative party brands. We argue that these two phenomena are fundamentally linked. As parties have developed more precise reputations, incumbents in these districts must spend much more to attract voters in “marginal” districts, who would be willing to vote for a candidate with the particular incumbent's legislative record, but not the average member of his party. Increasingly precise party reputations provide voters with stronger priors that incumbents are just like the rest of their party, and incumbents in marginal districts must spend more to overcome these beliefs. We demonstrate this using a simple formal model and test it empirically using campaign-spending data from 1972 to 2008.
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Chen, Li, Shiqing Yao, and Kaijie Zhu. "Responsible Sourcing Under Supplier-Auditor Collusion." Manufacturing & Service Operations Management 22, no. 6 (November 2020): 1234–50. http://dx.doi.org/10.1287/msom.2019.0861.
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Problem definition: Although they enjoy low costs in sourcing from emerging economies, global brands also face serious brand and reputation risks from their suppliers’ noncompliance with environmental and labor standards. Such a supplier problem can be viewed as a process quality problem concerning how products are sourced and produced. Academic/practical relevance: Addressing this problem is a key component of many global companies’ responsible sourcing programs. A common approach is to use an audit as an auxiliary supplier screening mechanism. However, in regions with lax law enforcement, an unethical, noncomplying supplier may attempt to bribe an unethical auditor to pass the audit. Such supplier-auditor collusion compromises the integrity of the audit and weakens its effectiveness. Methodology: In this paper, we develop a game-theoretical model to study the effect of supplier-auditor collusion on the buyer’s auditing and contracting strategy in responsible sourcing, as well as various driving factors that help reduce collusion. Results: We show that the buyer’s equilibrium contracting strategy is a shutout contract that takes three different forms, depending on the collusion risk level. We also define and analyze the screening errors and social efficiency loss caused by supplier-auditor collusion. By comparing the cost versus collusion elimination trade-off between a third-party audit and an in-house audit, we offer explanations for why many global brands fully rely on third-party audits and set higher process quality requirements for suppliers located in high-risk countries. The robustness of our insights is verified by two model extensions: one involving additional supplier audit cost and the other allowing for supplier process quality improvement before audit. Managerial implications: These model insights provide useful theoretical support and baseline guidance for the current supplier audit practices in responsible sourcing. Our extended model analysis further demonstrates the importance for global brands to lobby local governments to increase collusion penalties and to promote the ethical level of the third-party auditors located in high-risk countries.
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Godswill Chinedu Chukwu and Miyene Charles Tom. "Consumer environmental consciousness and brand preference in rivers state." Middle European Scientific Bulletin 1, no. 7 (December 7, 2020): 1–15. http://dx.doi.org/10.47494/mesb.2020.1.130.
Full textAbstract:
This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized the Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection
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GODSWILL CHINEDU CHUKWU, PhD and MIYENE CHARLES TOM Sobirov. "Consumer environmental consciousness and brand preference in rivers state." International Journal on Integrated Education 3, no. 12 (December 3, 2020): 30–39. http://dx.doi.org/10.31149/ijie.v3i12.907.
Full textAbstract:
This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection.
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Heersink, Boris. "Party Brands and the Democratic and Republican National Committees, 1952–1976." Studies in American Political Development 32, no. 1 (April 2018): 79–102. http://dx.doi.org/10.1017/s0898588x18000020.
Full textAbstract:
Political scientists have traditionally dismissed the Democratic and Republican National Committees as “service providers”—organizations that provide assistance to candidates in the form of campaign funding and expertise but otherwise lack political power. I argue this perspective has missed a crucial role national committees play in American politics, namely that national party organizations publicize their party's policy positions and, in doing so, attempt to create national party brands. These brands are important to party leaders—especially when the party is in the national minority—since they are fundamental to mobilizing voters in elections. In case studies covering the Democratic National Committee (DNC) and Republican National Committee (RNC) in the period 1952–1976, I show that minority party committees prioritize their branding role and invest considerably in their publicity divisions, inaugurate new publicity programs, and create new communication tools to reach out to voting groups. Additionally, I show that in cases where the party is out of the White House, the national committees have considerable leeway in deciding what party image to publicize. Rather than being mere powerless service providers, I show that party committees have played crucial roles in debates concerning questions of ideology and issue positioning in both parties.
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YAVUZ, Cemil. "TELEVİZYON REKLAMLARININ TÜKETİM KÜLTÜRÜNE ETKİSİ THE EFFECT OF TELEVISION ADVERTISEMENTS ON CONSUMPTION CULTURE." IEDSR Association 6, no. 14 (July 25, 2021): 56–66. http://dx.doi.org/10.46872/pj.300.
Full textAbstract:
The concept of "other", which is made attractive by different discourses in the consumption culture, is presented to users as an object to be consumed. The other phone, the other house, the other body, etc., which the consumers desire to reach. advertisements are always made more attractive than what they have. In a sense, instead of marketing products to people in line with their needs, new needs are tried to be marketed to this audience. As a result, in today's rapidly changing world, the necessity of going beyond traditional stereotypes has arisen in understanding consumer behavior. While examining the purchasing behavior of consumers, some new facts brought about by the changing and globalizing world order should also be taken into account, apart from the classical factors. Advertising is one of the most important concepts that trigger social consumption. Advertisements reach the target audience through different channels and television advertisements take a large share of this part. What is important for a company that advertises is that it prefers its own brand among the many different brands when the consumer goes to the market. However, with the emergence of many similar brands in the same categories, classical advertisements are not enough for a product to be the first choice in the minds of the consumer. In this study, how the desire factor that is tried to be evoked in television commercials is processed in the commercials. The relationship between the interest levels of consumers' gender identities and socioeconomic status levels regarding advertisements and the effect of these concepts on the shaping of consumption culture is discussed in scale.