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Literatura académica sobre el tema "BRANDING DECISION"

Autor: Grafiati

Publicado: 11 de septiembre de 2023

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Artículos de revistas sobre el tema "BRANDING DECISION"

Putra, Bagus Nyoman Kusuma y Tiksnayana Vipraprastha. "PERSONAL BRANDING, SOCIAL MEDIA MARKETING, DAN WORD OF MOUTH DALAM MENINGKATKAN BUYING DECISION PADA KONSUMEN E-COMMERCE SHOPEE". Modus 34, n.º 1 (25 de enero de 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 y Jumadil Wahid. "Pengaruh City Branding “Beautiful Malang”, Citra Kota, Terhadap Minat Berkunjung, dan Keputusan Berkunjung". SKETSA BISNIS 5, n.º 2 (29 de agosto de 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 y I. Gusti Made Sukaarnawa. "The Determinant of Decision to Visit Tourism Destination". Ekuitas: Jurnal Pendidikan Ekonomi 9, n.º 2 (26 de diciembre de 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 y Chandra Kuswoyo. "PENGARUH CITY BRANDING PADA CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE KABUPATEN PURWAKARTA". Jurnal Manajemen Maranatha 17, n.º 1 (9 de noviembre de 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 y Pardiman Pardiman. "Pengaruh city branding dan electronic word of mouth terhadap kunjungan wisatawan di Kabupaten Banyuwangi". Jurnal Ekonomi Modernisasi 17, n.º 3 (30 de octubre de 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, n.º 2 (19 de diciembre de 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 y 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, n.º 3 (14 de agosto de 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 y 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, n.º 2 (9 de enero de 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, n.º 2 (28 de noviembre de 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, n.º 2 (5 de mayo de 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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Tesis sobre el tema "BRANDING DECISION"

Hasan, Tanveer. "Influence of Brand Name on Consumer Decision". Thesis, Umeå University, Umeå School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1623.

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In the present developing and modern day world, consumerism has dominated all the aspects of life. The life in the society follows the pattern of the capitalist culture where the human values have a different measure, ‘you are known by what you have not by what you are’.

This naturally leads to the life in a society where everyone wants to have a unique place in the society, by possessing the things which sets them apart from the rest of people in the society.

In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In this two way relation both are dependent on each other for various different reasons.

In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice.

Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality.

I found this interesting and wanted to find out whether brand name influences the consumer choice when they go for purchasing any product. I chose to for the specific product because

this is one of the products which got my attention because of many reasons.

Initially the car production was dominated by few companies and one or two countries. With the time, the market started to grow and once considered to be luxurious commodity, cars became a need

rather than a choice. This increased the demand and with that many more companies entered the arena to have their share of profit and exploit the growing market. This made the companies to put more efforts and money to creating brand awareness of their product.

With the Huge sum of money and effort invested by the companies to create the awareness of their brand in the market, many questions arise; does this really affect the purchasing decision

of the customer? Does the brand awareness somehow influence the sale of the product? Etc.

On the basis of these questions, I formulated my problem as follows:

The purpose of this thesis is to create deeper consideration of what influence a brand name can have, when people go for purchasing, choose the products between different brands in automobile industry. Further I want to identify, if there is a connection between brands and the consumer decision making process.

I conducted this study based on theories and surveys. I analyzed the result of the survey in order to be able to draw conclusions and find answers to my problem.

I came to the conclusion that when consumer purchases a car, brand names influence his choice. Customers choose the well known branded car among other brands which are new or not so known.

The study shows that branded cars have a great place in consumer mind, when customers go for purchasing a car, they prefer to purchase a well known branded car. Customers do not want to try new or unknown branded cars because they have no much information about the

lesser known brand. Usually, people purchase well known branded cars because they might have heard before about brands or they have some information about them from other sources.

This makes customer feel more comfortable during the time of decision making as they are not so confident about the knowledge they have gathered about the other brands.

The consumers are very conscious about branded and unbranded cars because they have the view that branded cars are more reliable than unbranded car. This study also explains that customers trust the branded cars’ quality. Before purchasing a car people do not consider the lesser known brand car, as people are very attached to some specific brands. Some people are loyal to specific brands, over time they want to purchase the same branded car because the specific brand has satisfied the customer’s needs and in turn has gained the trust in the brand name.

I feel that the purpose of this study has been fulfilled to some extant. The theory describe that brand name has a power, which attracts the customers towards branded products. The reason

is that customer gets special connection with specific brands product and become the loyal with brand.

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Filipsson, Therese y Rebecca Kviberg. "Fair Trade branding as a purchase criterion". Thesis, Jönköping University, Jönköping International Business School, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-882.

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Background: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries.

Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for instance an en-vironmental concerned label due to the significantly higher price. Some argue against this and believe that it is more of a marketing issue. Customers have become more aware in their shopping and, in order to keep them, companies must meet their demands by paying more attention to how they run their business.

Purpose: The aim with this thesis is to investigate why managers make decisions to purchase ingredient branded products, particulary Fair Trade.

Method: To accomplish this thesis a qualitative approach has been applied with the intention to describe the result from performed tele-phone and personal interviews with companies within chain res-taurants, hotels, grocery stores, and textile retail stores.

Conclusion: The study demonstrated that the decision to introduce Fair Trade labelled products depended on factors such as; the introduction year of these products, the history of the company and core values. Managers at the selected companies decided to purchase products with the ingredient brand Fair Trade for different rea-sons. Either since they had a long history of concern for fair production and rooted values or due to that the introduction of these products contributed to a good business image or to clean the company’s history.

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Karlsson, Karin y Lamei Tang. "Consistency in Constant Change : A Sensemaking Perspective to Uncover How Marketers Justify Budget for Branding Activities". Thesis, Linköpings universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-177730.

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Title: Consistency in Constant Change: A Sensemaking Perspective to Uncover How Marketers Justify Budget for Branding Activities. Background: Branding activities are part of marketers’ everyday work life and have increased in organisational importance of how marketing is conducted. However, due to the lack of a direct linkage to conversion, branding activities are challenging to know the output of. Despite this, marketers continue to spend part of the marketing budget on branding activities. To understand how marketers justify decisions for branding activities, this Thesis views justifying branding activities as a wicked problem. It uses decision-making theory with a sensemaking lens to uncover patterns of decision input and output. Purpose: Taking the organisational perspective, this study seeks to clarify and bring insights into how branding decisions are justified by surfacing underlying patterns when marketers justify decisions for branding activities. Methodology: This Thesis uses an abductive qualitative study approach. To uncover the problem and guide the study direction, 12 pre-interviews were conducted. Then, a literature review and 12 in-depth, exploratory and semi-structured interviews with marketing professionals were conducted to understand directly from the budget owners regarding how budget is justified for branding activities. Findings: The introduced conceptual framework shows that justifying branding activities is an ongoing process that faces constant change. Three main patterns are found for how marketers justify budget for branding decisions. First, marketers clarify what identity and preference to use by identifying ‘what matters’ during the decision-making process and they either claim or share the right of deciding. Second, a general understanding is that branding activities are immeasurable in nature and marketers tell a plausible story of their effectiveness by measuring what can be measured, measure changes, or use financial results as a final judge. Third, internal and external constraints exist throughout the process of justifying branding activities, including technology limitations, loss of other’s branding sense, and limited budget and resources.

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Eggertsson, Matthias. "COUNTRY-OF-ORIGIN AND BRANDING IN A B2B CONTEXT". NSUWorks, 2010. http://nsuworks.nova.edu/hsbe_etd/29.

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This dissertation examines the relative importance of country of manufacturing and country-of-brand versus the functional attributes for industrial products. The study examines country of origin, country-of-brand origin, and how they affect the purchasing team, or what is referred to in this study as the decision-making unit, when purchasing commercial refrigeration compressors. The literature reveals that the international marketing community has been looking at the country-of-origin and what effect it has on the purchasing decision-making process. Even though the world seems to be becoming smaller, purchasing people may still be valuing the country or brand effect before making final purchasing decisions. A conjoint analysis experiment was performed with a group of people who have purchased commercial refrigeration compressors in the past 5 years. The QuestionPro web page was used to collect the data from global users, where they were asked to rank the 36 conjoint analysis cards and a questionnaire which was to determine the respondents' demographic characteristics.

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Wolontis, Stella y Maja Jonsson. "Oh, look - It's coffee o'clock! : En studie om konsumentens beslutsprocess vid köp av homogena produkter, samt studiet av ett företags arbete med varumärkesstärkande aktiviteter på en homogen produktmarknad". Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26384.

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It is important, for companies operating on a homogeneous product market, to understand and adapt to customer needs. Since coffee is a homogeneous product in food retail it is vital for coffee companies to work extensively with differentiation and the fierce competition. The prevailing homogenity makes it difficult for companies to develop the product itself and must therefore work to create added value to the product. The purpose of this thesis is to carry out a study on consumer decision-making when purchasing homogeneous products, and to examine how companies work to strengthen their brand and gain market share in a homogeneous product market. The market that this thesis highlights is the coffee market. To answer the purpose of this thesis the writers have conducted a questionnaire survey regarding consumers’ decision-making process and interviewed two marketing managers for two major actors on the coffee market. The results of the survey show that the availability and the price are key factors for consumers when choosing coffee, and the generated responses from the interviews emphasize the importance of working with strengthening a brand and finding an identity for the product.

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Reje, Anders y Elena Dreger. "Marketing Sustainability in Charter Tourism : The Influence of Brands, Eco-Labels and their Combination on the Swedish Charter Tourist´s Decision Making". Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-91035.

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Tourism as one of the biggest industries in the world has been changing continuously and rapidly. The publishing of the Brundtland Report in 1987 has accelerated the discussion about combining economic, social and environmental factors – the so-called triple-bottom line – in order to secure long-term sustainable living conditions on a finite planet for both business and society. This has lead to occurring pressure from different stakeholder groups as for example policy makers or non-governmental organizations (NGO’s) urging for more sustainable business practise within the industry whereas one important pressure group appears to be missing out in this context: the customers of mass tourism products and therefore the demand side within the economic equation. Tourists have been observed to be overall reluctant to pay price premiums for more sustainable travel alternatives and seem to “take vacation” from their everyday green behaviour. Hence at the current point of time eco-tourism appears to be a market niche in which mainly small-scale providers and NGO’s like Nature’s Best in Sweden operate. However integrating mass tourism into the consideration can be seen as a promising opportunity and from an environmental standpoint an urgent necessity as it can be argued that within an industry of this scale, even small improvements towards more sustainable behaviour bear the potential for a substantial impact. The purpose of this study therefore lies in researching the two marketing tools of brands and eco-labels and the influence they can have individually and in combination on the tourist’s decision making delimitated to the context of charter tourism in Sweden. Through the research of this study it was found that currently no directly applicable theory about the combination of brands and eco-labels seems to exist for marketing neither in general, nor for the tourism industry in particular. This strongly indicates the novelty of the topic of combining brands and eco-labels and points out research opportunities. In order to achieve this purpose, a mixed-method research design was used combining qualitative expert interviews from direct business representatives and a quantitative data collection utilizing the scholarly acknowledged marketing research method of conjoint analysis in one of its most up-to-date forms of an adaptive choice-based conjoint analysis. Theory from different fields of study as consumer behaviour and decision making, branding and eco-labelling as well as sustainability marketing was combined and translated into the new and emerging service category of sustainable tourism. From this a conceptual framework was developed combining the data collection results from the mixed-method approach. This leads to the identification of ways for improving current charter tourism companies’ marketing based on the customers’ current view on utilities within certain aspects of the tourism package. Overall this study therefore contributes to the discussion on how demand for sustainable products evolves and can likely be increased. This is seen as a valuable theoretical, practical and societal contribution as it helps improving tourism companies’ understanding of their customer base and supports offering products/services with an improved perceived individual and societal value for charter tourism companies that aim for a higher degree of sustainability in their objectives.

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Nilsson, Rasmus y Robin Eckerblad. "Do consumers give Fairtrade a fair chance in the supermarket?" Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90736.

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How often have you walked around in the supermarket trying to decide what product by which brand to choose? The options are many. Some people look for the price tag while others are more influenced by the esthetic appeals of the packaging design. Some people might look for ethical or environmental aspects of the brand. The area of corporate social responsibility (CSR) interests many people today and is a growing concern. We found that consumers consider companies acting ethically while also new jobs among the most important responsibilities by firms today. These factors are making the purchase decision process even harder for consumers. Sweden is one of the most socially responsible countries in the world, making it important for Swedish companies to integrate CSR into the core of their businesses. One example of such integration is Fairtrade, a concept that has grown tremendously during the last decade, while the attention focused on socially responsible behavior by firms has increased. The purpose of this research is to investigate the relationship between Fairtrade and the purchase decision of consumers living in Sweden, to investigate the awareness and perception of Fairtrade and how that ultimately translates into making a purchasing decision. From this we developed the research question: “What factors influences Swedish consumers purchase decision in buying products from Fairtrade Sweden?” The target group of our research is young adults ages 18-30. The nature of our degree project is quantitative with a deductive approach. The research philosophy is objectivism since we do not intervene in any way as we observe the data collected from our survey. Furthermore a positivistic approach is used since we rely heavy on numbers and data rather than words. We received 158 participants in our survey. The theoretical framework consists of theories within the areas of CSR, branding, consumer attitudes-behavior and finally previous empirical studies about Fairtrade. From the theories we have developed a series of hypotheses, which we test statistically using independent-samples t-test and bivariate correlation tests. Statistical support for gender differences between men and women were found and also positive correlations between willingness to pay for Fairtrade products and how often participants purchase Fairtrade products were found. The findings from our research show that the 18-30 year old Swedish consumers find Fairtrade important and the general attitude towards Fairtrade is positive. Most consumers chose Fairtrade to help people and because it makes them feel good. The most common reasons why not to choice Fairtrade is because of the price or that the products simply cannot be found. Women are keener on purchasing and caring about Fairtrade products compared to men.

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Do, Thi Thu Huyen y Veselin Ralev. "Swedish university brand personality and student choice : How does the university brand personality influence international students when selecting a higher education institution? Case study: Jönköping University". Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52646.

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Background: There has been an increasing trend of more Swedish higher education institutions competing for international students in response to international student mobility trends, self-management and budget securement, and government-backed recruitment campaigns. An emerging stream of higher education research is brand personality, and it may represent a robust basis for differentiation between many universities competing for student recruitment. Therefore, the study was built to get a deeper understanding of the impact of university brand personality on international students' choices. Purpose: Given the importance of brand personality for higher education institutions to deal with the international competition or differentiate themselves, the purpose of this study is to explore international student's perception of the university brand personality that affects the selection of a Swedish university. Method: To address the purpose of the exploratory study, the qualitative research approach was applied, combining with interpretivism philosophy. Semi-structured interviews with open-ended questions were conducted with 11 international first-year students. By utilizing abductive reasoning, the data was analyzed and interpreted through thematic analysis. Conclusion: Cosmopolitan is perceived as the most distinct brand personality dimension that Jönköping University possesses. Nevertheless, the degree of perception among foreign students regarding each brand personality dimension is different during the decision-making process. In the early stages, the potential students perceive prestige as the most distinct and significant dimension, followed by cosmopolitan. However, when the consumption process nears, cosmopolitan becomes an essentially more important dimension. Further, lively and sincerity are found to partly influence students' choice for higher education.

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Beckman, Maria. "Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-388952.

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The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. This study aims to contribute to environmental management and B2B brand research through an empirical study of customers' perceptions of Green Brand Equity in industrial B2B markets. A qualitative study was conducted analyzing customers who purchase products from a brand of a Swedish high-tech and global industrial engineering company. The findings suggest that although traditional aspects like price, quality and delivery performance are of high importance, customers in B2B markets also take environmental impact into consideration in their purchase decisions. The customers' consideration of environmental impact mainly stemmed from the customer firms' Green Policies, as well as the individual buyer's Green Concerns. The findings further showed that supplier firms can strengthen Green Brand Equity through sustainability initiatives. By supporting the applicability of Green Brand Equity in a B2B context, this study contributes to the theoretical discussion as well as to practitioners in the field.

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Stundytė, Inga. "AB Nordea Bank Finland Plc Lietuvos skyriaus darbdavio vidinio įvaizdžio stiprinimas". Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2009~D_20090625_114020-13961.

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Ši tema pasirinkta siekiant išanalizuoti Nordea banko esamą darbdavio įvaizdį, bei išaiškinti darbuotojų pasitenkinimo juo lygį. Nagrinėti darbdavio įvaizdį svarbu dėl to, kad egzistuoja ryšis tarp pasitenkinimo darbdaviu bei įsipareigojimo organizacijai. Darbo tikslas: Parengti rekomendacijas AB Nordea Bank Finland Plc Lietuvos skyriaus vidinio darbdavio įvaizdžio stiprinimui. Darbo uždaviniai: Nustatyti veiksnius, neigiamai įtakojančius AB Nordea Bank Finland Plc Lietuvos skyriaus vidinį darbdavio įvaizdį, taip pat empirinio tyrimo pagalba nustatyti esmines darbdavio įvaizdžio savybes ir banko darbuotojų pasitenkinimo darbdaviu lygį, bei pateikti pasiūlymus vidinio darbdavio įvaizdžio stiprinimui. Darbas susideda iš trijų dalių. Pirmoje dalyje aptariamos vidinės bei išorinė AB Nordea Bank Finland Plc Lietuvos skyriaus aplinkos. Antroje dalyje aprašomas empirinis tyrimas, bei jo rezultatai. Tyrimo metodika: kokybinis ir kiekybinis tyrimas. Kokybinis – interviu su vadovais. Kiekybinis - tiesioginė darbuotojų apklausa, panaudojant struktūrizuota klausimyną. Tyrimo metu buvo nustatyti pasitenkinimo darbdaviu, įsipareigojimo įmonei, ketinimo palikti įmonę lygiai, bei jų tarpusavio sąveikos ryšiai. Trečioje dalyje pateikiami vadybiniai sprendimai, kaip AB Nordea Bank Finland Plc Lietuvos skyriaus galėtų sustiprinti darbdavio vidinį įvaizdį. Darbo pabaigoje pateikiamos pagrindinės darbo išvados remiantis išorinės aplinkos bei vidinės įmonės situacijos analizę, tyrimo... [toliau žr. visą tekstą]
This issue of the work was chosen with purpose to analyze employer branding and the level of satisfaction of Nordea bank.Research employer branding is important due to some reason, one of them strong connection employees toward the organization and the satisfaction of employee with they work. The object of the work: To make recommendation on consolidation of the internal employer brand of AB Nordea Bank Finland Plc Lithuanian branch. The task of the work as follow: to establish conditions that negative influence AB Nordea Bank Finland Plc Lithuanian branch employer brand, also estimate fundamental attributes of employer branding and the level of satisfaction of the employees to use empirical research and establish offers how to consolidation the internal employer brand . The paper has three parts. The firs part contains the analysis of the internal and external environment of the AB Nordea Bank Finland Plc Lithuanian branch. The second part contains the empirical research and the results of this research. The method of the research is the quantitative and qualitative. Qualitative - direct employer interview. Quantitative method – direct survey. The instrument of the research is structural questionnaires. The level of the satisfaction of the employees commitment toward organization and decision to leave an organization also the connection of their internal – relation were established in the research. The third part contains the solution for management on how AB Nordea Bank... [to full text]

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Libros sobre el tema "BRANDING DECISION"

Ries, Al. The 22 Immutable Laws of Branding. New York: HarperCollins, 2002.

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Andree, Martin. Medien machen Marken: Eine Medientheorie des Marketing und des Konsums. Frankfurt: Campus, 2010.

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Trout, Jack. A genie's wisdom: A fable of how a CEO leaned to be a marketing genius. Hoboken, N.J: J. Wiley, 2003.

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Ries, Al. The 22 immutable laws of branding: How to build a product or service into a world-class brand. New York: HarperBusiness, 1998.

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Laura, Ries, ed. The 22 immutable laws of branding: How to build a product or service into a world-class brand. New York: HarperBusiness, 2002.

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Marketing communications: Frameworks, theories, and applications. London: Prentice Hall, 1995.

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Marketing communications: Contexts, strategies, and applications. 4^a ed. New York: Pearson Education LTD, 2005.

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Marketing communications: Contexts, strategies and applications. 3^a ed. Harlow, Eng: Financial Times Prentice Hall, 2002.

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Marketing communications: Interactivity, communities, and content. 5^a ed. Harlow, England: Prentice Hall/ Financial Times, 2009.

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Fill, Chris. Marketing communications: Contexts, contents, and strategies. 2^a ed. London: Prentice Hall, 1999.

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Capítulos de libros sobre el tema "BRANDING DECISION"

Rayón, Mª Luisa, Marina Romeo, Montserrat Yepes-Baldó y Sefa Boria-Reverter. "Design of an Employer Branding Model". En Computational and Decision Methods in Economics and Business, 69–85. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-93787-4_4.

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Athiyaman, Adee y Christopher D. Merrett. "Case B: Branding Nonmetropolitan Illinois – A Normative Decision Analysis". En International Place Branding Yearbook 2010, 66–76. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230298095_7.

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Tanaka, Wataru y Rei Itsukushima. "Attempt to Develop High-Value Rice in the Shimojin District, Mashiki Town, Kumamoto Prefecture: Transition Into Sustainable Local Community Using Disaster Recovery from the 2016 Kumamoto Earthquakes as a Branding Strategy". En Decision Science for Future Earth, 233–51. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-15-8632-3_12.

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AbstractIn this chapter, we report the case of a co-design project undertaken in the Shimojin district that was severely damaged by the 2016 Kumamoto Earthquakes. We, IDS3, and local residents have not only attempted to recover the aforementioned district from the damages it suffered due to the earthquakes but also unite its entire community, which is currently suffering from population decline and aging. To supplement its local agriculture, we initiated the co-design project as a means to promote rice branding by adding value by utilizing the biodiversity in the district and transforming the district’s rice paddy fields into eco-friendly paddy systems. We were involved with the project since the consensus building phase owing to our co-design experience with regard to restoration planning at disaster restoration sites and knowledge about the district. We primarily conducted our research in three fields: (1) design of the recovery plan of eco-friendly paddy fields and agricultural ditches, (2) consensus formation for rice branding, (3) exploration of eco-friendly farming method suitable for the region under study.

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Arriscado, Paula, Helena Quesado y Bianca Sousa. "Employer Branding in the Digital Era Attracting and Retaining Millennials Using Digital Media". En Studies in Systems, Decision and Control, 391–403. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-91860-0_23.

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Çolak, Ali, Aylin Adem y Metin Dağdeviren. "Fuzzy Prioritization of Factors Affecting Employer Branding for Employees". En Intelligent and Fuzzy Techniques in Big Data Analytics and Decision Making, 852–58. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-23756-1_102.

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Kaoud, Menatalla y Mostafa ElBolok. "The Effect of Employer Branding Through Social Media on Employee Engagement and Employer Attractiveness: A Case Study Research". En Studies in Systems, Decision and Control, 451–63. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-10212-7_38.

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Cerreta, Maria y Gaia Daldanise. "Community Branding (Co-Bra): A Collaborative Decision Making Process for Urban Regeneration". En Computational Science and Its Applications – ICCSA 2017, 730–46. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-62398-6_52.

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Ngo, Jenny y Decky A. Ismandoyo. "Higher Education: The Impacts of Educational Brand on Students’ Decision to Enroll Through Advertising Brochures for Higher Education Institutions in Surabaya Indonesia". En Competition in Higher Education Branding and Marketing, 143–57. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-58527-7_7.

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Rajagopal. "Branding Decisions". En Competitive Branding Strategies, 39–72. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24933-5_2.

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Ghaleb, Marwan y Burçin Kaplan. "The Importance of Branding for Organizations: Decision Mechanism on Willingness to Pay a Price Premium for Branded Audit Services in Emerging Markets". En Auditing Ecosystem and Strategic Accounting in the Digital Era, 287–313. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-72628-7_13.

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Actas de conferencias sobre el tema "BRANDING DECISION"

Slavkovic, Marko, Jasmina Ognjanovic y Marijana Simić. "Importance of Employer Branding in “War For Talent”". En 24th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2019. http://dx.doi.org/10.46541/978-86-7233-380-0_12.

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T. F. Poon, Stephen. "Preliminary report on doodling’s cultural role as intentional art: A study of youth perceptions of aesthetic self-expression and idea helper in branding". En 11th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design, 2022. http://dx.doi.org/10.24867/grid-2022-p78.

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The concept of doodles as a self-expression art-form is discussed through a quantitative study on the perceptions of youths towards doodling activity to produce ideas, to develop self-confidence, and in decision making for brands. The intentionality and purposes for doodling have been much critiqued by contemporary visual researchers. This paper considers the function of doodles in visual communication, and how contextual utilisation of doodles as a communication medium impacts individualistic expression as well as influencing consumer decision-making in brand preferences. Research also highlights doodling’s capacity as visual representation of complex information. Primary research in the form of a survey and quantitative analysis of young adults’ perceptions about doodling is analysed. Overall, the survey acknowledges doodle as creative self-expression. The use of visualisation in branding was found to be correlated, however, views about doodle as intentional art were not conclusively proven. Youths perceive doodle’s role symbolically, chiefly in creating self-identity and projecting individualism. Doodling is a highly personal style to communicate or reflect on personal experiences, but the self-confidence to explore doodling in developing ideas is not a habitual practice that is encouraged among youths. Based on the survey, the effectiveness of doodles in branding or marketing practice is questioned as responses were mixed on the application of casual art styles for creative marketing approaches. Findings suggest further observation would enable consumer researchers to better understand doodling’s effectiveness to shape cultural information based on self-expression, and to explore its influence on brand decision making. To conclude, creative industry, design educators, brand owners and industry stakeholders could collaborate to optimise creative solutions to improve perceptions towards doodles and doodling as a visual thinking, information processing and decision-making tool.

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Kriaučiūnaitė-Lazauskienė, Gintarė y Rima Žitkienė. "An effect of symbols on consumer behaviour: the theoretical insights". En Contemporary Issues in Business, Management and Economics Engineering. Vilnius Gediminas Technical University, 2019. http://dx.doi.org/10.3846/cibmee.2019.015.

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Purpose – this article aims to analyse and integrate the limitations of consumer’s decision-making and difficulties for symbolic consumption in relation to symbolic branding. It highlights the symbolic impact to goods, which influenced by advertising and 21st century consumer’s behaviour propagates hedonistic values. Research methodology – the analysis of theoretical scientific literature, comparative study of conceptions. Findings – support the idea that consumers may modify their principles about the symbolic brand depending on both their self-brand relation as well as the effect of social (both live and virtual) influence. Research limitations – it is necessary to acknowledge that the current research is limited by broad scope consumer behaviour theories and methods (we in passing analysed empirical proves). Practical implications – authors suggest that the emergence of brand subculture on consumer behaviour gives the possibility of adjusting specific marketing strategies and presents the shortcomings of current research by pointing out the trends for future empirical studies. Originality/Value – It also highlights that the consumers’ search of symbolism and meaning in brands correlated with their consumer buying decision models, and we claim it could be related to utility theory. The main aim of this article is to analyse the field of symbols in advertising – in terms of their impact on the consumption process.

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Lavender, John y Courtney McAllister. "Comparison and Review of 17 E-Book Platforms". En Charleston Library Conference. Purdue Univeristy, 2020. http://dx.doi.org/10.5703/1288284317162.

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The University of Michigan Press, with support from the Mellon Foundation, asked John Lavender, of Lavender Consulting, to conduct a review of the American Council of Learned Societies (ACLS) Humanities E-Book collection (HEB) following its launch on Michigan’s new Fulcrum platform. ACLS-HEB is an online collection of over 5,400 high-quality humanities books from over 100 publishers. Now that the market for e-books has matured, part of the review was a comparative study of e-book platforms run by publishers, university presses and e-book vendors; 17 platforms were selected. The review looked at the key features offered by each platform, how they handled searching, content delivery, displaying results, ability to view and download and other key features, there was no attempt to judge the value of the content. Following this review, Michigan Press felt that it would be beneficial to share the results with the wider community. As well as being of interest to publishers, the review will also be relevant for librarians making purchasing decisions and vendors selling e-book services. In addition to synthesizing the results of the e-book platform review, this paper presents a librarian’s perspectives on e-book assessment criteria. Courtney McAllister, Electronic Resources Librarian at Yale University’s Law Library, describes the importance of attributes such as accessibility compliance, library branding, and metadata. Library collections are shaped by a plethora of concerns and criteria. This paper seeks to outline some key elements to consider as part of e-book platform decision-making.

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Phongsvarintr, Steve y Kriengsin Prasongsukarn. "The relationship between packaging, children's pester power, branding, and children's social power toward parent's purchasing decision: A case study of Bangkok parents with children aged 5 years old and below". En 2018 5th International Conference on Business and Industrial Research (ICBIR). IEEE, 2018. http://dx.doi.org/10.1109/icbir.2018.8391240.

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Yudakova, O. V. "Approaches To Evaluating The Effectiveness Of Marketing Decisions In Branding Policy". En Global Challenges and Prospects of The Modern Economic Development. European Publisher, 2021. http://dx.doi.org/10.15405/epsbs.2021.04.02.64.

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Alam, Azhar y Luluin Maknun. "Impact of Islamic Branding on Purchasing Decisions on Facial Wash Product". En Proceedings of the First International Conference on Economics, Business and Social Humanities, ICONEBS 2020, November 4-5, 2020, Madiun, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.4-11-2020.2304556.

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Rafsanjani, Ahsan, Mokh Adib Sultan y Rida Rosida. "Islamic Branding and Celebrity Endorser - Implications on Decisions of Wardah Cosmetic Purchase". En 1st International Conference on Islamic Ecnomics, Business and Philanthropy. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0007083704400445.

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Eduardo Hauqui Tonin, Paulo, Elton Moura Nickel y Flávio Anthero Nunes Vianna Dos Santos. "Technology and sensory stimuli as support for physical retail experience design". En 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001792.

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With the Coronavirus pandemic and the necessary social isolation, purchases made by the digital channel gained a notable space, evidecing the changes in shopping habits that have been taking place over the last ten years. In Brazil, the growth of online shopping was 75% and in China, sales through e-commerce are expected to surpass sales in physical stores for the next two years to come (e-Marketer, 2021). In the age of digital interactions, consumers demand a new level of concern. Being at the center in the making of products and services, users define any and all design decisions. Euromonitor, in a report issued in late 2020, pointed out that approximately 60% of consumers between 15 and 29 years old used augmented reality or virtual reality in the last year at the same time that 68% of consumers over 60 years old prefer to talk to human representatives when making transactions or purchases. This proves the need to rethink the experience offered in physical retail, incorporating different generations and shopping habits. Although attracted by the speed and convenience of the virtual environment, customers are looking for personalized and multi-sensory shopping experiences that only physical stores are able to offer. In order to claim their importance and permanence in the current scenario that moves with dynamism, these points of sale must include in the experience they offer personalized solutions that involve, for instance, sensory stimulation and technology. When consistent with the brand image, product, and target audience, these solutions can, together, create a more compelling experience.Marketing or sensory branding consists of the precise use of environmental elements in order to act on the senses and generate affective, cognitive and behavioral reactions, which can contribute to usability and satisfaction, as well as memory and decision-making processes. Through technology, in addition to simplifying tasks, it becomes possible to make visible what would otherwise be invisible or even hide what is irrelevante in the shaping of the shopping journey. In attendance as mnemonic aids, like smartphones and tablets, or even solutions for immersive experiences, as augmented or virtural reality devices, technologies must be designed according to the audience they intend to interact with. This study is characterized as an exploratory research that, through literature review, seeks to raise ideas and thoughts on technology and sensory stimulation acting as support for experience design in physical retail environments, understanding the influence they can exert on users cognitive processes and responses. Based on different fields of knowledge, such as cognitive ergonomics and marketing, the study intends to promote an integrated view of the topic, facilitating its approach and understanding for both designers and retailers.

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Wang, Rundong, Lin Yang y Patrick Le. "Exploring the Synergistic Integration of Artificial Intelligence and Dropshipping: A Comprehensive Investigation into Optimizing Supply Chain Management, Enhancing Customer Experience, and Maximizing E-commerce Profitability through AI Driven Solutions". En 12th International Conference on Digital Image Processing and Vision. Academy & Industry Research Collaboration, 2023. http://dx.doi.org/10.5121/csit.2023.131336.

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The dropshipping industry presents significant challenges for entrepreneurs, particularly in product selection, website creation, and overall management of their online stores [1]. The sheer volume of products available, fierce competition, and the complexities of inventory management and customer service can be overwhelming for newcomers [2][3]. To address these issues, we propose a unique, AI-powered dropshipping platform that not only automates and optimizes essential aspects of running a dropshipping business but also offers a feature that distinguishes it from others: personalized website generation [4]. Our platform uses cuttingedge technologies such as artificial intelligence, machine learning, and data analytics to streamline operations and increase efficiency. It comprises essential components, including data acquisition via sophisticated web scraping techniques, AI analytics that use machine learning algorithms and mathematical formulas for data analysis and product performance prediction, and user interface generation, focusing on creating a user-friendly interface for straightforward navigation and informed decision-making [6]. What sets our platform apart is its ability to generate personalized websites based on the user's chosen items to dropship. This unique feature enhances advertising capabilities by offering a tailored online presence that displays selected products in an engaging and persuasive way. These generated websites are visually appealing, user-friendly, and SEO-optimized for maximum exposure, enabling better engagement with the target audience, increasing conversions, and driving sales [5]. Our AIpowered dropshipping platform is more than a tool; it's a comprehensive solution that allows dropshippers to efficiently manage their business, from product selection to website creation and advertising [7]. By enabling entrepreneurs to focus more on marketing and customer relationships, it contributes to increased efficiency and higher success rates. It satisfies the growing demand for personalized online experiences, empowering dropshippers to tailor their online stores to their specific niche or target market, thereby enhancing their branding in a highly competitive e-commerce landscape. In conclusion, our platform provides an effective solution to the challenges faced by dropshipping entrepreneurs. Its unique website generation feature, along with accurate product selection, scalability, and user-friendly interface, contribute to improved profitability, customer satisfaction, and long-term growth in the competitive drop shipping industry. The integrated approach of our solution eliminates the need for dropshippers to rely on multiple tools, thereby simplifying operations and reducing complexity, ultimately enhancing their success.

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