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1
Oppong, Peter Kwasi. "Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry." Journal of Education and Vocational Research 11, no. 2(V) (March 8, 2021): 58–67. http://dx.doi.org/10.22610/jevr.v11i2(v).3135.
Повний текст джерелаАнотація:
Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibility`s intervening role in the effect of quality and satisfaction on brand equity in the non-conventional health industry. Hence, this paper sought to evaluate the mediating role of brand credibility in the effect of quality and satisfaction on brand equity in the non-conventional health industry. A covariance-based structural equation model was the analytical tool employed to evaluate the hypotheses stated in this paper. Data were gathered from 265 customers using a systematic sampling technique. The research confirmed that brand credibility contributes partially to the impact of quality on brand equity and completely to satisfaction on equity in the non-conventional health industry. Accordingly, this paper contributes to expanding the current brand management literature by demonstrating the brand credibility`s intervening role in the path between satisfaction, quality, and equity, particularly in the non-conventional health industry. This paper also adds to the brand manager`s knowledge of how to build and harness credibility, quality, and satisfaction to increase brand equity in the non-conventional health industry.
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Elanchelian, Pavitra A/P. "Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's IKEA." International Journal of Tourism & Hospitality in Asia Pasific 5, no. 3 (October 20, 2022): 76–91. http://dx.doi.org/10.32535/ijthap.v5i3.1890.
Повний текст джерелаАнотація:
IKEA is a fast-growing multinational home furnishings company started in 1943 in Sweden. Using a comparative analysis of the IKEA brand in Malaysia and China, this research intends to analyze the relationship between brand attitude, brand experience, brand love, and word of mouth. The data collected from China (N=100) and Malaysia (N=100) revealed that brand attitude, brand experience, and brand love impact word of mouth. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand attitude, brand experience, and brand love in retail brands in China and Malaysia. It also intends to understand better how to build and nurture effective brand attitude, brand experience, and brand love to elicit intense and passionate feelings towards retail brands. Keywords: Brand Attitude, Brand Experience, Brand Love, China, IKEA, Malaysia, Word of Mouth
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Kelly, Bridget, Becky Freeman, Lesley King, Kathy Chapman, Louise A. Baur, and Tim Gill. "The normative power of food promotions: Australian children’s attachments to unhealthy food brands." Public Health Nutrition 19, no. 16 (June 13, 2016): 2940–48. http://dx.doi.org/10.1017/s1368980016001452.
Повний текст джерелаАнотація:
AbstractObjectiveThe formation of food brand associations and attachment is fundamental to brand preferences, which influence purchases and consumption. Food promotions operate through a cascade of links, from brand recognition, to affect, and on to consumption. Frequent exposures to product promotions may establish social norms for products, reinforcing brand affect. These pathways signify potential mechanisms for how children’s exposure to unhealthy food promotions can contribute to poor diets. The present study explored children’s brand associations and attachments for major food brands.DesignA cross-sectional online survey was conducted. Fourteen study brands were used, with each child viewing a set of seven logos. The questionnaire assessed perceptions of food brands and perceptions of users of brands, using semantic differential scales, and perceived brand ‘personalities’, using Likert scales.SettingNew South Wales, Australia, October–November 2014.SubjectsChildren aged 10–16 years (n417).ResultsChildren demonstrated strong positive affect to certain brands, perceiving some unhealthy food brands to have positive attributes, desirable user traits and alignment to their own personality. Brand personality traits of ‘smart’ and ‘sporty’ were viewed as indicators of healthiness. Brands with these traits were ranked lower for popularity.ConclusionsChildren’s brand associations and attachments indicate the potential normative social influences of promotions. While children are aware of brand healthiness as an attribute, this competes with other brand associations, highlighting the challenge of health/nutrition messaging to counter unhealthy food marketing. Restricting children’s exposure to unhealthy food marketing and the persuasive nature of marketing is an important part of efforts to improve children’s diet-related health.
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Masoom, Kaneez. "Impact of Content Marketing on Brands Health." International Journal for Research in Applied Science and Engineering Technology 10, no. 1 (January 31, 2022): 1838–41. http://dx.doi.org/10.22214/ijraset.2022.40159.
Повний текст джерелаАнотація:
Abstract: The advent of Web 2.0 has ushered in a new era in business operations, allowing for dual communication between businesses and their customers. Today, corporate professionals often hire social media platforms to raise awareness about the product and sell their products to customers. However, the main aim of communicating information via online plateforms specially the social media is to inspire the consumers to interact with the business. At the moment, brand health is the is the testing of products and brands by digital viewers. It checks product and brand awareness over the long term, leading to improved product and brand equity. Site time, recurring visitors, community preferences, subscriptions, and jump rate are just a few steps used to assess product health. Keywords: content marketing, consumer engagement, brand , social networks , social media marketing .
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Garaus, Marion, Elisabeth Wolfsteiner, and Arnd Florack. "When Food Co-Branding Backfires: The Overexpectation Effect." Foods 11, no. 14 (July 19, 2022): 2136. http://dx.doi.org/10.3390/foods11142136.
Повний текст джерелаАнотація:
While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect.
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Putra, Halim Dwi, Endang Siti Astuti, Andriani Kusumawati, and Yusri Abdillah. "UNDERSTANDING BRAND EXPERIENCE, BRAND TRUST AND BRAND LOVE IN RELATIONSHIP." International Journal of Psychosocial Rehabilitation 24, no. 04 (February 28, 2020): 1762–74. http://dx.doi.org/10.37200/ijpr/v24i4/pr201286.
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DeAtley, Teresa, Eduardo Bianco, Kevin Welding, and Joanna E. Cohen. "Compliance with Uruguay’s single presentation requirement." Tobacco Control 27, no. 2 (April 17, 2017): 220–24. http://dx.doi.org/10.1136/tobaccocontrol-2016-053402.
Повний текст джерелаАнотація:
IntroductionTobacco companies vary pack colours, designs, descriptors, flavours and brand names on cigarette packs to target a multitude of consumers. These different brand variants can falsely imply that some brand variants are less harmful than others. Uruguay is the only country that requires cigarette companies to adhere to a single presentation (one brand variant) per brand family.MethodsAn existing, systematic pack purchasing protocol was adapted for data collection. Neighbourhoods in Montevideo were categorised into five strata by percentage of poor households. Five neighbourhoods within each stratum were selected based on geographical variation. In each neighbourhood, a ‘starting hub’ was identified and a systematic walking protocol was implemented to purchase unique packs at four key vendor types.ResultsUnique packs were purchased in 9 out of 25 neighbourhoods. Fifty-six unique packs were purchased, representing 30 brands. Of these, 51 packs were legal, representing 26 brands. The majority of the legal brands (n=16; 62%) were compliant with the requirement. The remaining packs were non-compliant due to differences in colour, design element, brand name, crest and descriptors. Although not prohibited by the single presentation requirement, 16 legal brands had more than one stick count (10, 11, 14 or 20 sticks), and packs from four brands had more than one packaging type (hard, soft or tin).ConclusionOverall, compliance with Uruguay’s single presentation requirement was good. In addition to the current restrictions, future single presentation requirements could expand to include packs in more than one stick count and packaging type.
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Romaniuk, Jenni. "How Healthy is Your Brand-Health Tracker?" Journal of Advertising Research 53, no. 1 (March 2013): 11–13. http://dx.doi.org/10.2501/jar-53-1-011-013.
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Perkins, Kenneth A., and Joshua L. Karelitz. "Acute perceptions of preferred cigarettes when blinded to brand." Tobacco Control 28, no. 3 (July 10, 2018): 311–16. http://dx.doi.org/10.1136/tobaccocontrol-2018-054388.
Повний текст джерелаАнотація:
BackgroundMarketing claims often have promoted specific perceptions that users should expect from acutely smoking that cigarette brand. Yet, little controlled study has determined the degree to which actual perceptions are based on the cigarette’s tobacco constituents in the absence of knowledge about the brand’s identity.Methods194 adult dependent smokers rated their perceptions on ‘liking’, ‘satisfying’, ‘strong’ and perceived amount of ‘nicotine’ after smoking ad lib one of their preferred brands of cigarettes. All did so either when blinded (n=118) or unblinded (n=76) to the brand they were given, with the blinding conditions from separate studies. These between-groups secondary analyses determined differences in perceptions based on blinding to brand, controlling for age and cigarettes/day.ResultsAll perceptions were lower for those smoking own brand under blinded versus unblinded conditions, as hypothesised. Consistent with lowered perceptions for smoking one’s own brand obtained from the 118 blinded to brand, their ‘somewhat’ ratings for a ‘how similar to own brand’ item indicated uncertainty, just mid-way between ‘not at all’ and ‘very much’ on the 0–100 visual analogue scale. (The 76 unblinded were already informed it was their own brand.)ConclusionsAcute perceptions of one’s own cigarette are substantially lower when smokers are simply unaware of brand, relative to those aware it is their preferred brand. Results support the notion that perceptions of smoking own brand are enhanced by marketing efforts to associate brands with expectations of pleasurable subjective effects, beyond the impact due solely to the cigarette’s manufactured product constituents.
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Zhang, Kunpeng, and Wendy Moe. "Measuring Brand Favorability Using Large-Scale Social Media Data." Information Systems Research 32, no. 4 (December 2021): 1128–39. http://dx.doi.org/10.1287/isre.2021.1030.
Повний текст джерелаАнотація:
For decades, brand managers have monitored brand health with the use of consumer surveys, which have been refined to address issues related to sampling bias, response bias, leading questions, etc. However, with the advance of Web 2.0 and the internet, consumers have turned to social media to express their opinions on a variety of topics and, subsequently, have generated an extremely large amount of interaction data with brands. Analyzing these publicly available data to measure brand health has attracted great research attention. In this study, we focus on developing a method to measure brand favorability while accounting for the measure biases exhibited by social media posters. Specifically, we propose a probabilistic graphical model–based collective inference framework and implement a block-based Markov chain Monte Carlo sampling technique to obtain an adjusted brand favorability measure that is correlated with traditional survey-based measures used by brands. To demonstrate the effectiveness of our model, we evaluate it using more than 3,300 brands and about 205 million unique users that interact with those brands collected through Facebook. Our model performs very well, providing brand managers with a new method to more accurately measure consumer opinions toward the brand using social media data.
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Pinto Borges, Ana, Cláudia Cardoso, and Paula Rodrigues. "Consumer’s love for functional brands: the Aspirin case." International Journal of Pharmaceutical and Healthcare Marketing 10, no. 4 (November 7, 2016): 477–91. http://dx.doi.org/10.1108/ijphm-07-2016-0035.
Повний текст джерелаАнотація:
Purpose This study aims to check which scale of love brand developed by Carroll and Ahuvia (2006) or Mohammadian and Karimpour (2014) have better adhesion to the perception of Aspirin love brand, that is, a functional brand. Design/methodology/approach The conceptual models and associated hypotheses are tested with a sample of 321 consumers. Data were analyzed through a structural equation model. Findings The results demonstrate strong relationships between the three antecedents (brand engagement, confidence and overall attitude) and brand love and between brand love and its consequences (brand loyalty, positive word of mouth and brand purchase intention) in both scales. Research limitations/implications The main limitation of the study relates to the sample, which is only of Portuguese consumers and does not match the main socio-demographic characteristics of the population. Therefore, the study should be seen as exploratory on the brand love in the case of functional brands. Practical implications The knowledge that a consumer can establish an emotional relationship with a functional brand, in a highly competitive sector as the pharmaceutical sector, in particular in drugs that are sold without a prescription, can help managers in defining their communication strategy appealing to the emotions and long-term involvement with the consumed. Originality/value Few studies about the background of the brand love and those that exist are linked to hedonic product categories and self-expressive brands. It is the first time that the brand love for a medicine is evaluated.
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Sanders-Jackson, Ashley, Andy S. L. Tan, and Kyeungyeun Yie. "Effects of health-oriented descriptors on combustible cigarette and electronic cigarette packaging: an experiment among adult smokers in the United States." Tobacco Control 27, no. 5 (October 5, 2017): 534–41. http://dx.doi.org/10.1136/tobaccocontrol-2017-053795.
Повний текст джерелаАнотація:
ObjectiveCertain tobacco companies use health-oriented descriptors (eg, 100% organic) on product packaging and advertising of combustible cigarettes or electronic cigarettes (e-cigarettes) that create a ‘health halo’ around smoking and vaping. Previous observational research suggests that such language may be associated with more favourable attitudes and reduced risk perceptions toward these brands compared with others. This study aimed to determine the effects of health-oriented descriptors on smokers’ attitude toward the brand, perception of packaging information, comparative harm versus other brands and intention to purchase either combustible cigarettes or e-cigarettes.MethodUS adult smokers were randomly assigned to view either a health-oriented language package (‘100% organic,’ ‘all natural’ or ‘no additives’), traditional marketing language package (‘fine quality,’ ‘premium blend’ or ‘100% original’) or a no-language package of a combustible cigarette brand (Study 1, n=405) or an e-cigarette brand (Study 2, n=396) in an experimental design.ResultsStudy 1: Participants in the health-oriented condition reported more favourable perceptions toward the package information, lower comparative harm and higher intention to purchase combustible cigarettes versus the no language control. In addition, participants in the health-oriented condition reported more positive attitude toward the brand and lower comparative harm versus the traditional marketing condition. Study 2: Compared with the traditional marketing condition, participants in the health-oriented condition reported greater intention to purchase Absolute e-cigarettes. There were no significant differences in attitude toward the brand, perception of packaging information and comparative harm versus other brands across conditions.ConclusionsThe effect of health-oriented language was significant for combustible cigarettesand e-cigarette packages. Policies to restrict health-oriented language on cigarette and e-cigarette packaging are recommended.
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Srivastava, Rajesh Kumar. "Rebuilding a global brand under crisis – case of a global brand Maggi." International Journal of Pharmaceutical and Healthcare Marketing 13, no. 2 (June 3, 2019): 118–39. http://dx.doi.org/10.1108/ijphm-02-2018-0008.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior. Design/methodology/approach The research methodology consisted of two types of data: primary and secondary data. The secondary research consisted of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behavior. Findings Maggi used social media extensively to address the issue and re-build the brand reliability and confidence among its users. Communication strategy adopted by focusing on the past experience of consumers and using them as a spokesperson generated a positive sentiment towards the brand under crisis. Research limitations/implications While Maggi suffered the backlash because of the controversy across the length and breadth of India and was banned in a number of states, the author could conduct the primary research only in one city of the state of Maharashtra, Mumbai. The effectiveness of the survey was impacted because of the geographic limitations the author faced while collecting the responses. The survey would have definitely been more effective, with responses collected from different states and with more number of respondents. Fishbein is very old, from the 1980s, even though this theory has met the test of time. Application of the effect of experiences on experiential perceptions and how this influences value through networking could have been used to explain the same. Practical implications An important implication of this paper’s findings for practice, therefore, is that brands should incessantly strive to maintain the consumers’ level of trust, as it is essential for the preservation of the brand equity after a crisis. Crisis-stricken brands should safeguard their reputations from the negative effects of crises. It is even more important for any brand to act appropriately when the cause of the crisis is attributed to its actions and processes. Managers have to address the quality of products in case of brand crisis for restoring trust, image and reliability in the brand. Right type of communication to right targeted consumers will help in the restoration of the image, trust on the brand and bring back loyal customers. Managers have to build brand equity on a regular basis, as a strong brand can recover faster as seen from this paper. Originality/value This paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy can be adopted to regain the mind share and equity. This paper will help the brands in the future to know how a crisis can be managed efficiently by drawing a cue from the strategies implemented by Maggi.
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Gu, Yuanqi, Jaime Coffino, Rebecca Boswell, Zora Hall, and Marie A. Bragg. "Associations between State-Level Obesity Rates, Engagement with Food Brands on Social Media, and Hashtag Usage." International Journal of Environmental Research and Public Health 18, no. 23 (December 3, 2021): 12785. http://dx.doi.org/10.3390/ijerph182312785.
Повний текст джерелаАнотація:
Food advertisement exposure is associated with increased caloric intake, but little is known about food/beverage placements in the digital media environment. We aimed to examine the correlation between the number of people who follow food and beverage brand social media accounts (i.e., user engagement) and state-level obesity rates; quantify social media followers’ use of “healthy” vs. “unhealthy” hashtags; and analyze the relationship between user engagement and hashtag usage. We identified the 26 fast-food and beverage brands with the highest advertising expenditures and used Demographics Pro to determine the characteristics of social media users amongst the 26 brands. A series of regression analyses were conducted that related the mean percentage of brand followers and state-level obesity rates. We then identified 733 hashtags on Instagram and 703 hashtags on Twitter, coding them as “healthy”, “unhealthy”, “neutral”, or “unrelated to health”. Intercoder reliability was established using ReCal2, which indicated a 90% agreement between coders. Finally, we conducted ANCOVA to examine the relationship between the mean percentage of brand followers and their hashtag usage. There was a significant, positive correlation between the state-level obesity rate and the mean percentage of followers of sugary drink or fast-food brands on Instagram and Twitter, but such a correlation between obesity and low-calorie drink brand followers was only found on Twitter. Our findings illustrate the relationship between the social media food environment and obesity rates in the United States. Given the high rates of engagement with food brands on social media, policies should limit digital advertisements featuring fast-food, sugary drink, and low-calorie drink brands.
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Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (December 5, 2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.
Повний текст джерелаАнотація:
Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.
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Enze, Fan. "Analysis of Cigarette Rolling Brand Marketing Strategy Under the New Normal of Tobacco Economy." Tobacco Regulatory Science 7, no. 5 (September 30, 2021): 3462–69. http://dx.doi.org/10.18001/trs.7.5.1.124.
Повний текст джерелаАнотація:
Objectives: In order to study the communication channels and modes of tobacco brands, cigarette rolling brand marketing strategy under the new normal of tobacco economy is researched in this paper. Methods: T city is selected as the research sample of cigarette brand construction and marketing. Through the analysis of the current situation of T City, this paper puts forward the guiding ideology of cigarette cultivation, and puts forward the basic strategy system of brand marketing. Results: Brand building is a scientific process. The tobacco industry must avoid brand building speculation, because the opportunity cost of brand reconstruction is huge, and there is a risk of completely losing market dominance. The foundation of brand building is to convert the buying point with zero cost selected by target customers into the selling point of products to obtain pricing power. Conclusion: The advantages of tobacco brand’s own products should be transmitted to target customers through planning from three aspects: the first is to clarify the competitive advantages of its own products; the second is to refine the core value of the brand; the third is the dissemination of brand positioning.
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Kemp, Elyria, Ravi Jillapalli, and Enrique Becerra. "Healthcare branding: developing emotionally based consumer brand relationships." Journal of Services Marketing 28, no. 2 (May 6, 2014): 126–37. http://dx.doi.org/10.1108/jsm-08-2012-0157.
Повний текст джерелаАнотація:
Purpose – Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the consumer and the brand. Just as many service providers have adopted branding strategies, marketers are branding the health care service experience. Health care is an intimate service experience and emotions play an integral role in health care decision making. The purpose of this paper is to examine how emotional or affect-based consumer brand relationships are developed for health care organizations. Design/methodology/approach – Empirical evidence from both depth interviews and data garnered from 322 surveys were integrated into a conceptual model. The model was tested using structural equation modeling. Findings – Results indicate that trust, referent influence and corporate social responsibility are key variables in establishing affective commitment in consumer brand relationships in a health care context. Once affective commitment is achieved, consumers may come to identify with the health care provider's brand and a self-brand connection is formed. When such a phenomenon takes place, consumers can serve as advocates for the brand by actively promoting it via word-of-mouth. Practical implications – The findings provide insight for marketing managers in developing successful branding strategies for health care organizations. Originality/value – This research examines the advantages of cultivating meaningful brand connections and relationships with consumers in a health care context.
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Scully, Maree, Melanie Wakefield, Simone Pettigrew, Bridget Kelly, and Helen Dixon. "Parents’ reactions to unhealthy food v. pro-health sponsorship options for children’s sport: an experimental study." Public Health Nutrition 23, no. 4 (January 9, 2020): 727–37. http://dx.doi.org/10.1017/s1368980019003318.
Повний текст джерелаАнотація:
AbstractObjective:To explore parents’ responses to sponsorship of children’s sport by unhealthy food brands and two alternative pro-health sponsorship options.Design:Between-subjects online experiment with four sponsorship conditions: (i) non-food branding (control); (ii) unhealthy food branding; (iii) healthier food branding; (iv) public health nutrition campaign branding. Participants were shown a short video and a promotional flyer for a fictional junior sports programme, with sponsor content representing their assigned brand. Afterwards, participants were asked a series of questions assessing their brand awareness, brand attitudes and preference for food sponsor branded products.Setting:Australia.Participants:Australian parents (n 1331) of children aged 6–9 years.Results:Compared with the control condition, unhealthy food sponsorship promoted increased awareness, branded product preferences and favourable attitudes towards unhealthy food sponsor brands. Healthier food sponsorship promoted similar effects for healthier food sponsor brands, except there was no significant increase in positive attitudes towards these brands. Sponsorship by public health nutrition campaigns promoted more negative attitudes towards unhealthy food sponsor brands and increased preference for healthier food sponsor branded products. Overall, healthier food sponsors and public health campaign sponsors were perceived to have better programme–sponsor fit and to be more appropriate sponsors of children’s sport than unhealthy food sponsors.Conclusions:Restrictions on unhealthy food sponsorship of children’s sport are needed to prevent unhealthy food brands from exploiting junior sport sponsorship to enhance their appeal. Sponsorship of children’s sport by healthier food brands or public health nutrition campaigns could help promote healthier food choices among parents.
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Zhang, Yi, Hang Zhou, and Jian Qin. "Research on the Driving Factors of Collective Nostalgia and the Impact of Collective Nostalgia on National Brand Consciousness." International Journal of Environmental Research and Public Health 19, no. 24 (December 13, 2022): 16738. http://dx.doi.org/10.3390/ijerph192416738.
Повний текст джерелаАнотація:
Nostalgia is an important factor affecting consumers’ intention and behavior. A lot of previous research on nostalgia has been conducted from the perspective of individuals rather than groups. Then how does group-based collective nostalgia come into being? How will consumers’ collective nostalgia affect their consumption decisions? And what can we do to guide it? By sorting out the relevant literature, this paper attempts to explore the driving factors of collective nostalgia and observe the internal impact of it on national brand consciousness. Furthermore, a mechanism model of collective nostalgia is constructed, and data collection and empirical analysis are carried out by means of a questionnaire. The results show that relative deprivation, social alienation, interpersonal alienation and environmental alienation have significant positive predictive effects on collective nostalgia, while cultural discontinuity and historical discontinuity have no significant predictive effect on collective nostalgia. In addition, collective nostalgia has a positive influence on national brand consciousness; personal identity, social identity and collective identity all play mediating roles between collective nostalgia and national brand consciousness. With the improvement in social emotion, the positive effect of social identity and collective identity on national brand consciousness is strengthened, while the influence of personal identity on national brand consciousness is not significant. The study enriches the basic theory of collective nostalgia and national brand consciousness and provides suggestions for further developing domestic brands and expanding the influence of domestic brands.
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Yang, Xiaoke, Meiling Hong, Dejin Shi, and Qian Chen. "The Negative Effects of Physical Activity Calorie Equivalent Labels on Consumers’ Food Brand Evaluation." International Journal of Environmental Research and Public Health 19, no. 19 (October 4, 2022): 12676. http://dx.doi.org/10.3390/ijerph191912676.
Повний текст джерелаАнотація:
(1) Background: To prevent excessive caloric intake, a food labeling strategy is widely adopted by governments. Physical activity calorie equivalent (PACE) labels prove to be effective in reducing calorie intake. However, previous literature has mainly discussed the effect of PACE labels on consumers’ purchase intention for high-calorie foods but has not analyzed whether consumers evaluate food brands negatively after inhibiting the consumers’ purchase intention for high-calorie foods. Therefore, the aims of this study are to explore the negative effects of PACE labels on consumers’ food brand evaluation and the underlying psychological mechanism. (2) Methods: This study manipulated the two calorie-information labeling (standard calorie label and PACE labels) in two studies, involving potato chips and chocolate products. It also adopted a prevention focus and anticipated enjoyment of food consumption variables to detect the moderation effects between consumers’ promotion focus and PACE labels. (3) Results: Results show that compared with calorie labels, PACE labels have a more negative influence on consumers’ food brand evaluation. Furthermore, consumers stimulated by PACE labels develop a stronger prevention focus, thereby reducing their anticipated enjoyment of food brands, and ultimately leading to lower brand evaluations. In addition, when consumers have a promotion focus before choosing food, PACE labels cannot reduce their anticipated enjoyment and food brand evaluation for food brands. (4) Conclusions: While focusing on the negative effect of PACE labels on consumers’ purchase intention for high-calorie foods, it should also be noted that PACE labels have a negative effect on food brand evaluation. Therefore, food enterprises should try their best to activate consumers’ promotion focus through various environmental cues, so as to avoid a double negative effect on consumers’ food purchases and brand evaluations.
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Munawaroh, Emi, and Rianto. "BRAND TRUST AND CUSTOMER LOYALITY IN SERVICE COMPANIES HEALTH." Jurnal Ekonomi dan Bisnis Airlangga 32, no. 1 (May 30, 2022): 93–102. http://dx.doi.org/10.20473/jeba.v32i12022.93-102.
Повний текст джерелаАнотація:
Introduction: This study was conducted to examine the effect of trust in brand (brand characteristic, company characteristic, and customer - brand characteristic) on brand loyalty in hospital patients.
Methods: The method used in this study is a quantitative descriptive research method with a multiple linear regression analysis approach using 100 respondents who have used the services of RSUD Dr. Sudirman Kebumen.
Results: The results of this study indicate that trust in brand has a positive effect on brand loyalty, either partially for each dimension of brand characteristic, company characteristic, and customer-brand characteristic or simultaneously. Furthermore, customer-brand characteristic is the dominant variable even though the difference is not great. Therefore, it can be concluded that, in building brand loyalty, it requires building trust from the brand with characteristics starting from the brand itself, and how the patient's relationship with the brand is established.
Conclusion and suggestion The author finds that building brand loyalty in service companies, especially health services at regional companies, requires good brand trust management. This is a new finding because previous research has focused on goods industry. Brand loyalty is focused not only on a tangible product industry, but even health service companies need good brand awareness, especially trust, to be able to maintain customer loyalty to the brand.
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Rizal, Syamsul. "Faktor-Faktor yang mempengaruhi Kepuasan Konsumen dan Kaitannya Dengan Kesetiaan Merek pada Produk Kesehatan K-Link di Kota Banda Aceh." Jurnal EMT KITA 3, no. 2 (December 10, 2019): 85. http://dx.doi.org/10.35870/emt.v3i2.112.
Повний текст джерелаАнотація:
The purpose of this study was to determine the factors of consumer satisfaction and how much influence on brand loyalty in K-link health food products in the city of Banda Aceh. The object of research is about the satisfaction and loyalty of consumer brands in K-Link health food products in Banda Aceh City with a total sample of 250 respondents. The results of this study indicate that there is a significant correlation (correlation coefficient) between the variables of customer satisfaction factors that include product attributes, service attributes and purchase attributes to brand loyalty that is equal to 0.649 or 64.9%. The results also showed that the three variables of consumer satisfaction had a strong influence on brand loyalty of K-link health food products that was 0.422 or 42.2%. The product attribute variable has a dominant influence on influencing consumer brand loyalty on K-Link health food products because this variable has a higher regression coefficient than the other two independent variables. Keywords: Consumer Satisfaction, Loyalty, Brand, K-Link Health Products.
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Moran, Meghan Bridgid, Samir Soneji, Andy S. L. Tan, and Kelvin Choi. "Associations Between Exposure and Receptivity to Branded Cigarette Advertising and Subsequent Brand Preference Among US Young Adults." Nicotine & Tobacco Research 22, no. 6 (June 8, 2019): 1030–35. http://dx.doi.org/10.1093/ntr/ntz093.
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Abstract Introduction Exposure and receptivity to cigarette advertising are well-established predictors of cigarette use overall. However, less is known about whether exposure and receptivity to advertising for specific brands of cigarettes (ie, Marlboro, Camel, and Newport) are longitudinally associated with any subsequent cigarette use and subsequent use of those specific brands. Methods We analyzed data from a US sample of 7325 young adults aged 18–24 years who completed both Wave 1 and Wave 2 of the Population Assessment of Tobacco and Health study. Weighted logistic regression models were used to examine (1) among Wave 1 never-smokers, associations between Wave 1 exposure and receptivity to advertising for Marlboro, Camel, and Newport and subsequent overall and brand-specific smoking initiation at Wave 2, and (2) among Wave 1 ever-smokers, associations between Wave 1 exposure and receptivity to advertising for Marlboro, Camel, and Newport and subsequent preference of those brands at Wave 2. Results Among Wave 1 young-adult never-smokers, exposure to Camel advertising, but not Marlboro or Newport, was associated with smoking initiation with any brand of cigarettes at Wave 2. Among Wave 1 young-adult ever-smokers, receptivity to Marlboro, Camel, and Newport advertising was associated with subsequent preference for each brand, respectively, at Wave 2. Conclusions This study found evidence for the association between receptivity to branded cigarette marketing and subsequent use of that brand. These findings provide evidence regarding the pathways through which cigarette marketing attracts young adults to use cigarettes and can inform tobacco prevention and counter-marketing efforts. Implications This study extends prior work on the effects of cigarette advertising exposure and receptivity by illustrating the brand specificity of this advertising. These findings provide evidence that receptivity to branded cigarette advertising is longitudinally associated with preference for those specific cigarette brands.
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Chai, Kang Shyu, and Rosly Othman. "DETERMINANTS OF CUSTOMER LOYALTY TOWARDS WATSONS PRIVATE LABEL BRANDS: MODERATOR ROLE OF HEALTH CONSCIOUSNESS." International Journal of Education, Psychology and Counseling 7, no. 47 (September 1, 2022): 104–13. http://dx.doi.org/10.35631/ijepc.747010.
Повний текст джерелаАнотація:
Private label is rapidly placing great significance throughout the world nowadays with the brands are now being available in almost every product category. It refers to a range of products offered by a retailer under its own brand name and are usually cheaper than branded items. From the initial focus on low price strategy, private brands step into a quality and status positioning which using benefits from the retailers own private brand image. In the other words, private brands launched by retailers are not merely competing in terms of price, but also strived to access a significant market share traditionally owned by manufacturers. Even though private label brands are getting well-known and becoming more relevant to customers throughout the world, it is still not gaining the momentum in Asian market. The growth of private label brand was slow and considered as under developed in Asian region. In relation to the case of Watsons Malaysia, its market share of private label brands was lower than 1%, as compared with 45% in Switzerland and 8% in Singapore. This is despite having significantly huge loyalty card members in Malaysia. Thus, the general aim for this conceptual paper is to propose several factors that can be used to determine the relationship between those factors and customer loyalty of Watsons private label brands as well as the moderating effect of health consciousness in those relationships. Therefore, this paper has proposed several propositions with regards to the aim identified earlier; Proposition 1: Price influences the customer loyalty towards Watsons private label brands. Proposition 2: Perceived Quality influence the customer loyalty towards Watsons private label brands. Proposition 3: Perceived Value influence the customer loyalty towards Watsons private label brands. Proposition 4: Health consciousness moderates the relationship between price, perceived quality, perceived value and customer loyalty.
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Jalleh, Geoffrey, Robert J. Donovan, Billie Giles-Corti, and C. D'Arcy J. Holman. "Sponsorship: Impact on Brand Awareness and Brand Attitudes." Social Marketing Quarterly 8, no. 1 (March 2002): 35–45. http://dx.doi.org/10.1080/15245000212545.
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Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations. However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area. This article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Two health and four commercial sponsorships were evaluated at two major sporting events. Overall, the data suggest that sponsorship can influence both brand awareness and brand attitude, and that the health sponsorships had more impact than the commercial sponsors studied. These and other data confirm the potential usefulness for greater use of sponsorship in social marketing campaigns.
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Manwani, Kavish Ramesh, and Dahlia Darmayanti. "The Importance of Brand Heritage A Study of Luxury Fashion Brands in Jakarta." Advanced Science Letters 21, no. 4 (April 1, 2015): 768–71. http://dx.doi.org/10.1166/asl.2015.5966.
Повний текст джерелаАнотація:
Objective: to examine the importance of brand heritage as a significant effect in marketing management of luxury fashion brands. Methods: Simple Linear Regression is used to test the relationship between brand heritage as an independent variable and cognitive brand strength, affective brand strength, and intentional brand strength as dependent variables. An independent t-test is used to examine if there are differences between the customers who purchase luxury goods with regard to brand heritage. And the last is ANOVA to check if there are any significant differences in brand heritage with regards to the age, expenditure, and education level of the respondents. Results: brand heritage does have a positive impact on the cognitive brand strength, affective brand strength and intentional brand strength on the customers of these luxury brands. The independent t-test revealed that there is a significant difference between the customers of the two items bags and watches with regard to the brand heritage. ANOVA tests revealed that there is no significant difference between brand heritage and age, gender, expenditure, and income level of the respondents.
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Evans, W. Douglas, Jeanette Renaud, Jonathan Blitstein, James Hersey, Sarah Ray, Beth Schieber, and Jeff Willett. "Prevention Effects of an Anti-Tobacco Brand on Adolescent Smoking Initiation." Social Marketing Quarterly 13, no. 2 (June 2007): 2–20. http://dx.doi.org/10.1080/15245000701326368.
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Health marketing mass media campaigns have been shown to be effective in changing health behavior and behavioral mediators. Tobacco countermarketing mass media campaigns have been effective in reducing smoking initiation and progression to established smoking. Targeted message strategies used by countermarketing campaigns influence specific attitudes and beliefs about smoking. Such strategies have been used to build public health brands modeled on commercial branding strategies, and previous research has shown that adolescent affiliation with anti-tobacco brands is associated with reduced smoking uptake. The current study was a prospective test to determine whether brand equity can serve as a protective factor to prevent youth from initiating smoking. This article reports on a longitudinal study of exposure to the Ohio Tobacco Use Prevention and Control Foundation's stand campaign and affiliation with the stand brand. Youth aged 11–17 were surveyed at baseline and their exposure to brand affiliation as measured by a validated multidimensional brand equity scale, smoking behavior, and other attitudinal, behavioral and sociodemographic characteristics were measured. Youth with higher brand equity in the stand campaign exhibited lower levels of smoking initiation at the first 8-month follow-up. Somewhat reduced, but significant, prevention effects were also observed at a second 20-month follow-up. The brand leadership/popularity subscale had the strongest prevention effect. Descriptive social norms embodied in the individual items within this subscale may be the most important targets for social marketers employing a branding strategy. These results may be applicable to health behavior change communications aimed at other risk behaviors.
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Khodadad Hosseini, Sayed Hamid, and Leila Behboudi. "Brand trust and image: effects on customer satisfaction." International Journal of Health Care Quality Assurance 30, no. 7 (August 14, 2017): 580–90. http://dx.doi.org/10.1108/ijhcqa-04-2016-0054.
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Purpose The purpose of this paper is to investigate brand trust and brand image effects on healthcare service users. Nowadays, managers and health activists are showing increased tendency to marketing and branding to attract and satisfy customers. Design/methodology/approach The current study’s design is based on a conceptual model examining brand trust and brand image effects on customer satisfaction. Data obtained from 240 questionnaires (310 respondents) were analyzed using path analysis. Findings Results revealed that the most effective items bearing the highest influence on customer satisfaction and on benefiting from healthcare services include brand image, staff sincerity to its patients, interactions with physicians and rapport. Research limitations/implications This study needs to be conducted in different hospitals and with different patients, which would lead to the model’s expansion and its influence on the patient satisfaction. Originality/value Being the first study that simultaneously addresses brand trust and brand image effects on customer satisfaction, this research provides in-depth insights into healthcare marketing. Moreover, identifying significant components associated with healthcare branding helps managers and healthcare activists to create and protect their brands and, consequently, leading to an increased profitability resulting from the enhanced consumer satisfaction. Additionally, it would probably facilitate purchasing processes during the service selection.
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Oesanty Oetojo, Julita. "Analysis of Brand Image on Consumer Purchase Decisions in ‘Mint,’ A Ladies Fashion Brand in Jakarta." Advanced Science Letters 21, no. 4 (April 1, 2015): 583–88. http://dx.doi.org/10.1166/asl.2015.5941.
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The retail fashion industry is growing rapidly in Indonesia, currently dominated by international fashion brands, followed by local designers and local fashion brands. There is very tight competition in the industry. Indonesian’s local brands have to create collections with good brand images to be able to compete and attract Indonesian consumers. The consumers appreciate local products, which have good quality design, styles, fabrics and competitive prices with positive brand images that make them feel confident wearing them. To be able to compete with the international fashion brands, it is very important for a local fashion brand to fulfill those expectations. This paper was conducted by choosing one of the middle class local fashion brands in Jakarta, called Mint. Mint products have been sold in Indonesia since 2002, from 15 boutiques and more than 200 locations such as department stores. In 2007, Mint got a recognition certificate from Business Indonesia magazine as an ‘Indonesian Original Product’ (Product Asli Indonesia 2007). Mint targets professional, urbane women between 20 and 35 years old. This paper is to determine factors of the decision of Mint’s customers in choosing the fashion brand, and if brand image as a local brand will influence the buying decision. This paper uses questionnaires, interviews, and observations as its research methodology. The results show that the factors influencing buying decisions for Mint are: good quality of products in many varieties; affordable price; and attractive designs. Brand image as a local brand is accepted in the consumer’s mind as long as the product fulfills their needs in quality. It is recommended for Mint to do regular research into buying factors since fashion keeps changing, and to maintain a good brand image as a local brand. Findings are also applicable for new fashion brands, created by entrepreneurs before they start their businesses in fashion retail in Indonesia.
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Rina Sari Qurniawati, Aisyah Nurul Sakinah, and Yulfan Arif Nurohman. "The Impact of Religious Beliefs on Halal Skincare Brand Loyalty in Central Java Indonesia: The Mediating Role of Brand Love." Jurnal Ekonomi Syariah Teori dan Terapan 10, no. 2 (March 31, 2023): 141–50. http://dx.doi.org/10.20473/vol10iss20232pp141-150.
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ABSTRACT People's lifestyle changes after the Covid-19 pandemic has penetrated, increasing awareness of the importance of skin health and beauty care. Many studies have examined the relationship between brand love as a mediating variable on consumer loyalty. However, there is still little research on the context of halal brands, where many make them different from conventional brands because of restrictions in Islam. This study examines and explains the role of brand love in mediating religious beliefs on the loyalty of halal-labelled skincare brands. The number of samples in this study was 157 respondents who were Muslim consumers who use halal skincare using a purposive sampling method. The analysis technique used is Path Analysis using SmartPLS version 3. The results show that religious beliefs have a positive and significant effect on brand love and brand loyalty; besides that brand love is proven to be able to mediate the relationship between brand experience and brand loyalty. Halal skincare producers need to manage their consumer loyalty so that new consumers will be interested in buying. Keywords: religious beliefs, brand love, brand loyalty, halal skincare ABSTRAK Perubahan gaya hidup masyarakat setelah pandemi Covid-19 merambah, meningkatkan kesadaran akan pentingnya perawatan kesehatan dan kecantikan kulit. Banyak penelitian yang meneliti hubungan antara brand love sebagai variabel mediasi terhadap loyalitas konsumen. Namun masih sedikit penelitian tentang konteks merek halal, dimana banyak yang membedakannya dengan merek konvensional karena adanya pantangan dalam Islam. Penelitian ini bertujuan untuk menguji dan menjelaskan peran brand love dalam memediasi pengaruh keyakinan agama terhadap loyalitas merek skincare berlabel halal. Jumlah sampel dalam penelitian ini adalah 157 responden yang merupakan konsumen muslim yang menggunakan skincare halal dengan menggunakan metode purposive sampling. Teknik analisis yang digunakan adalah Path Analysis dengan menggunakan SmartPLS versi 3. Hasil penelitian menunjukkan bahwa religious belief berpengaruh positif dan signifikan terhadap brand love dan brand loyalty; selain itu brand love terbukti mampu memediasi hubungan antara brand experience dan brand loyalty. Produsen halal skincare perlu mengelola loyalitas konsumennya agar konsumen baru tertarik untuk membeli. Kata Kunci: keyakinan agama, brand love, loyalitas merek, skincare halal
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Mekhum, Witthaya, and Sakarin Sriupayo. "Determining the Brand Loyalty of Health Tourism of Ranong Province, Thailand." Research in World Economy 11, no. 6 (September 23, 2020): 1. http://dx.doi.org/10.5430/rwe.v11n6p1.
Повний текст джерелаАнотація:
Objective of this study is to examine the brand loyalty of health tourism. For this purpose, the relationship between brand goodwill (BG), brand experience (BE), brand personality (BP), tourist brand trust and health tourism brand loyalty were examined. A survey was carried out and data were collected from the health tourists. Therefore, 300 questionnaires were distributed among the health tourists in Ranong city of Thailand. Partial Least Square (PLS) was used for data analysis. Results of the study highlighted that; BG, BEand BP have positive effect on brand loyalty. Better BG, BE and BP have the potential to enhance brand loyalty of health tourism. Therefore, increase in BG, brand experience, BP increases the brand loyalty. Finally, the tourist brand trust also has positive effect to enhance brand loyalty. Therefore, health tourism brand loyalty has four determinants; BG, brand experience, BP and tourist brand trust. This study is significant theoretical and practical implication for tourism management practitioners of Ranong city.
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Pratama, Fredie, and Jono M. Munandar. "Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)." Jurnal Manajemen dan Organisasi 1, no. 1 (December 2, 2016): 24. http://dx.doi.org/10.29244/jmo.v1i1.14147.
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<em>Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.</em>
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Yang, Xue Xin. "The Awareness of Brand Building and the Brand Building Strategic Actions of Chinese Health Food." Advanced Materials Research 1044-1045 (October 2014): 1835–38. http://dx.doi.org/10.4028/www.scientific.net/amr.1044-1045.1835.
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The legal status of Chinese health food was cleared by the promulgation and implementation of Food Safety Law of the People’s Republic of China once again, it is proposed that more influential health food brand with Chinese characteristics, which main raw materials is Chinese medicine, should be created facing new supervision form and opportunities of industry development in Chinese health food. To build Chinese health food brand strategy action should be established four philosophy: integrity hing enterprise is enduring magic, honesty quality is the fundamental strategy, the brand is the company's flagship, ensuring food safety is our permanent commitment. And focus on brand positioning, scientific and technological investment and brand innovation to guarantee the food safety of the people effectively and meet the health needs of people, in order to promote the healthy development of health food industry and improve the international competitiveness of Chinese health food continuously.
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Lee, Jisun, and Lana Chung. "Effects of perceived brand authenticity in health functional food consumers." British Food Journal 122, no. 2 (December 2, 2019): 617–34. http://dx.doi.org/10.1108/bfj-07-2019-0515.
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Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.
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Liu, Lin, and Dong Tu. "Research on post-epidemic brand co-branding based on big data -- take Zhouheiya store as an example." SHS Web of Conferences 165 (2023): 01010. http://dx.doi.org/10.1051/shsconf/202316501010.
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2020 is bound to be a difficult year. The rapid spread of COVID-19 has had a huge impact on public life, public health and even the entire industry. But at the same time, online services are also on the rise. As the most active marketing method in the Internet era, brand co-branding still played a role during the epidemic. At present, China has achieved phased victory in the epidemic prevention campaign, and we have also ushered in the post-epidemic era of small-scale outbreaks. Many brands in the post-epidemic era, as the main victims of the epidemic, are also constantly exploring new ways of brand co-branding. In this case, in order to find a new method for the brand co-branding of Zhouheiyadian in Wuhan in the new era, the author will analyze the factors that affect the development of the regional brand co-branding of Zhouheiyadian in the form of big data and questionnaires: first, analyze the factors, classifications and policies that affect the regional brand from the four aspects of packaging, brand, marketing and service, and put forward suggestions; Secondly, it analyzes the factors that affect regional brands, and puts forward suggestions from three aspects: convenience of purchase, reputation and selectivity; The third is to analyze the factors affecting regional brands from three aspects of purchase price, brand and publicity mode, and put forward suggestions to find brand co-branding forms suitable for the post-epidemic era.
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Sulistiobudi, Rezki Ashriyana, and Devi Putri Ramadhani. "Are You Bored With Your Skincare Brand? The Need for Variety and Brand Switching Intention on Skincare Products." Journal of Research in Psychology 4, no. 2 (January 7, 2023): 69–80. http://dx.doi.org/10.31580/jrp.v4i2.2659.
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Online shopping has been an increasing trend in Indonesia in 2020, followed by e-commerce in Indonesia having growth value of 78%. Based on the analytics, one of the most purchased products by consumers is skincare, where many people have taken an interest in clean beauty skincare. Exposure to various skincare brands can drive the need for variety that affect buying behavior made by consumers. The purpose of this study is to identify the relationship between the need for variety and brand switching intention. A quantitative approach with correlational method was used in this study. Convenience sampling was used as the sampling method and 187 respondents was obtained. Need for Variety and Brand Switching was measured using the EBBT Scale and Brand Switching Intention Scale, respectively, which have been proven to have good reliability and validity. Respondents filled out a research questionnaire through online form. The results obtained from this study showed that there is a positive correlation between the need for variety and brand switching intention on specific brand consumer (r = 0.293, p-value<.05), which indicates that the higher the need for variety, it is likely that the brand switching intention would also be higher. However, the correlation between the two variables fell into the weak category, which could be the cause of consumers are in highly engaged with the skincare products of their choice and with marketers providing variations of each skincare product to prevent consumers from looking for variations in other brands.
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Gerlach, Greta, Markus Braun, Janis Dröge, and David A. Groneberg. "Do Budget Cigarettes Emit More Particles? An Aerosol Spectrometric Comparison of Particulate Matter Concentrations between Private-Label Cigarettes and More Expensive Brand-Name Cigarettes." International Journal of Environmental Research and Public Health 19, no. 10 (May 13, 2022): 5920. http://dx.doi.org/10.3390/ijerph19105920.
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Private-label cigarettes are cigarettes that belong to the retailer itself. Private-label cigarettes from discounters or supermarkets are cheaper than brand-name cigarettes, and their lower price has allowed them to garner an ever-increasing share of the tobacco product market, especially among lower socioeconomic groups. Particulate matter (PM), a considerable component of air pollution, is a substantial health-damaging factor. Smoking is the primary source of PM in smokers’ homes. In a 2.88 m3 measuring chamber, the PM emission fractions PM10, PM2.5, and PM1 from three private-label cigarette brands and three brand-name cigarette brands with identical nicotine, tar, and carbon monoxide content were measured and compared to those of a reference cigarette by laser aerosol spectroscopy. All cigarette brands emitted PM in health-threatening quantities. The measurement results ranged from 1394 µg/m3 to 1686 µg/m3 PM10, 1392 µg/m3 to 1682 µg/m3 PM2.5, and 1355 µg/m3 to 1634 µg/m3 PM1, respectively. Only one private-label brand differed significantly (p < 0.001) from the other cigarette brands, which were tested with slightly lower PM levels. All other brands differed only marginally (not significant, p > 0.05) from one another. Significant (p < 0.05) negative correlations between private-label and brand-name cigarettes were found for PM10, PM2.5, and PM1 when accounting for tobacco filling densities, and for PM1 when accounting for filter lengths. The especially health-hazardous fraction PM1 accounted for the largest proportion of PM emissions from the cigarettes tested. The results of this study suggest that- cheaper tobacco products are as harmful as more expensive ones, at least regarding PM emissions. This highlights the importance of anti-smoking campaigns, especially for lower socioeconomic groups, where smoking is more widespread. Governments should reduce the price gap between cheap and more expensive tobacco products by implementing specific tobacco taxes. In such a case, at increasing prices of tobacco products, a downward shift to private-label cigarettes would probably decrease.
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Charry, Karine, and Nathalie T. M. Demoulin. "Children’s response to co-branded products: the facilitating role of fit." International Journal of Retail & Distribution Management 42, no. 11/12 (December 1, 2014): 1032–52. http://dx.doi.org/10.1108/ijrdm-08-2013-0166.
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Purpose – The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies’ potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial implications for both brands. Design/methodology/approach – A leisure centre-based survey was used to collect information on children’s attitudes, evaluations of fit and consumption intentions of co-branded products. Findings – The findings confirm that co-branding strategies may have a very positive impact on attitudes towards partner brands, intentions to consume co-branded products and the host brand. They also indicate that consumption intentions for other products from the host product category are enhanced. From a theoretical perspective, the study stresses the essential mediating role of brand fit. Indeed, this construct appears to enable preadolescents to integrate simultaneous evaluations of two brands while constructing their attitudes towards one product. The asymmetric spill-over effect is also confirmed, with the non-familiar (weaker) brand benefiting more from the co-branding than the familiar (strong) brand. Research limitations/implications – The main limitations pertain to the small sample size and the absence of direct behavioural measures that could be added through later research. It would also be interesting to study further the concept of fit and the nature of the underlying mediating process (cognitive vs affective) among the target audience, as well as to analyse the impact of the various types of co-branding (functional vs symbolic). Practical implications – The derived guidelines suggest how non-familiar brands to the pre-adolescent target (including retailers’ brand) may expand their businesses through successful alliances with a more familiar brand that is viewed favourably. Social implications – In this study, concerns were high to select a co-branded product that does not harm children’s health, to the contrary (vegetable soup with cheese). The results demonstrate that the tactic may increase the target’s intentions to eat products that it would not necessarily fancy (as often the case for healthy products) while contributing to the positive development of economic actors. In this, the paper shows that economic interests should not always be opposed to social welfare. Originality/value – This study investigates the very popular strategy of brand alliance among an original target (eight-to 12-year-olds) and identifies the original process through which preadolescents appraise two brands that endorse one product, a unique marketing context. This represents an important starting point to further studies on brand alliances.
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Rajadnya, Vikram Anant, and Diya Amol More. "Cost comparisons of available brands of insulin glargine preparations." International Journal of Basic & Clinical Pharmacology 10, no. 7 (June 22, 2021): 830. http://dx.doi.org/10.18203/2319-2003.ijbcp20212381.
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Background: The objective was to study the annual cost of each of the four important brands of insulin glargine available in India and to study the comparative annual cost of all the four brands.Methods: Four most commonly prescribed brands of insulin glargine vials were selected for cost comparisons. The daily as well as annual cost of prescription of insulin glargine vials based on once daily use was worked out directly as well as in percentages and presented in the form of table and bar diagrams.Results: After careful analysis of the data it was found that the costliest brand, brand D is more than two times costlier than the cheapest brand, brand B and thus the brand preparation selection, can lead to huge difference in annual cost burden to the patient.Conclusions: This significant cost difference between costliest and cheapest brands of insulin glargine vials assumes even further importance since majority of the diabetics need to bear the cost of multiple drugs prescribed to them, on their own. Thus it rather becomes a duty of the prescribing health care provider to prescribe those medicines which are cost effective to his/her patients.
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Brooks, Ruby, Rebecca Christidis, Nicholas Carah, Bridget Kelly, Florentine Martino, and Kathryn Backholer. "Turning users into ‘unofficial brand ambassadors’: marketing of unhealthy food and non-alcoholic beverages on TikTok." BMJ Global Health 7, no. 6 (June 2022): e009112. http://dx.doi.org/10.1136/bmjgh-2022-009112.
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IntroductionTikTok has over one billion monthly users and is particularly popular among children. We examined the (1) use of owned media by major unhealthy food and non-alcoholic beverage brands on TikTok and (2) nature of branded hashtag challenges instigated by such brands and the user-generated content created in response.MethodsWe assessed the (1) content of all videos posted on the accounts of 16 top food and non-alcoholic beverage brands (based on global brand share) as at 30 June 2021, and (2) content and sentiment of a sample of brand-relevant user-generated content created in response to branded hashtag challenges instigated by these brands.ResultsOf 539 videos posted by brands, 60% were posted in the first half of 2021. The most common marketing strategies were branding (87% of videos), product images (85%), engagement (31%) and celebrities/influencers (25%). Engagement included instigation of branded hashtag challenges that encouraged creation of user-generated content featuring brands’ products, brands’ videos and/or branded effects. The total collective views of user-generated content from single challenges ranged from 12.7 million to 107.9 billion. Of a sample of 626 brand-relevant videos generated in response to these challenges, 96% featured branding, 68% product images and 41% branded effects. Most portrayed a positive (73%) or neutral/unclear (25%) sentiment, with few negative (3%).ConclusionUnhealthy food and non-alcoholic beverage brands are using TikTok to market brands and products via their own accounts and to encourage users to create and share their own content that features branding and product images. Given TikTok’s popularity among children, this study supports the need for policies that protect children from the harmful impact of food marketing on social networking platforms.
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Ebeshi, U. B., J. S. Bunu, N. E. Vaikosen, J. A. Kashimawo, M. U. Enoch, and L. O. Chukwuemerie. "Quality Assessment of Ascorbic Acid Tablet Formulations and Comparative Analysis with Edible Fruits." Journal of Basic and Social Pharmacy Research 2, no. 4 (2022): 57–66. http://dx.doi.org/10.52968/27455330.
Повний текст джерелаАнотація:
Background: Ascorbic acid is a vitamin, soluble in water and essential for human health. It plays vital role in collagen production, iron absorption, wound healing, osteogenesis, and scurvy treatment. Objective: The study aimed to evaluate the physicochemical features of ascorbic acid oral tablet formulations and compare the amount found in natural sources to that found in commercial brands. Method: The study used six brands of ascorbic acid tablets. The drugs were analyzed using the iodometric titration employing the oxidation-reduction reaction of ascorbic acid and iodine as well as assessing uniformity of weight, hardness, dissolution, friability and disintegration. Results: The fruits were obtained from the fruit market. All the brands of Vitamin C tablets used were within their shelf-lives, standard British pharmacopeia range. Brand E had the highest weight (910.26 mg) and more variation (<2.98 ± 4.23), brand C had the highest percentage friability (0.924%), while D showed lower degree of hardness (0.065%) compared to other brands. Brand D had the highest percentage of drug release (102.973%). Brand F disintegrated at about 21:06 minutes. From the ten samples purchased, none had 100% ascorbic acid though brand B had almost 100% (99.5 mg). Brand E had the least concentration (89.5 mg). Conclusion: The results shows that all the tablets had appreciable percent of ascorbic acid. Strawberries had higher percentage of ascorbic acid among the fruits, followed by orange, papaya, pineapple, mango, kiwi and lemon, respectively.
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Hailu, Gebremedhin Solomon, Girma Belachew Gutema, Hailemichael Zeru Hishe, Yimer Said Ali, and Adissu Alemayehu Asfaw. "Comparative In vitro Bioequivalence Evaluation of Different Brands of Amoxicillin Capsules Marketed in Tigray, Ethiopia." International Journal of Pharmaceutical Sciences and Nanotechnology 6, no. 1 (May 31, 2013): 1966–71. http://dx.doi.org/10.37285/ijpsn.2013.6.1.7.
Повний текст джерелаАнотація:
The availability of multisource generic brands of amoxicillin in the market today places health professionals and patients in a difficult situation about the choice of a suitable product among numerous generic brands. The purpose of this study was to estimate the bioequivalence of amoxicillin capsules marketed in Ethiopia using in vitro tests in order to determine their interchangeability. The in vitro dissolution study was carried out on the six brands of amoxicillin capsules according to USP guidelines. To compare the dissolution profiles, a difference factor (f1), similarity factor (f2), dissolution efficiency (DE) and statistical methods were employed. Results have shown significant differences in the dissolution profiles of the brands based on the statistical analysis (p<0.0001). Pair-wise comparisons using Dunnett’s test indicated that the innovator brand has a significantly faster dissolution than the generic brands, except brand D. According to f1, f2 and DE calculations, only brand D was found to have similar dissolution profile with the innovator. Based on the in vitro studies, only brand D may be considered bioequivalent and interchangeable, while the other brands may not be considered bioequivalent and interchangeable with the innovator brand. This research highlights among other things the need for constant monitoring and surveillance on the marketed drugs by regulatory bodies to ascertain bioequivalence and quality medicines, especially for drugs like amoxicillin for which there exists evidence of non-bioequivalence from different firms, resulting in efficacy issues.
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Oppong,, Peter Kwasi, and Maxwell A. Phiri. "The Link between Brand Equity and Loyalty: Evidence from Traditional Medicine Market in Kumasi Metropolis, Ghana." Journal of Economics and Behavioral Studies 11, no. 1(J) (March 10, 2019): 11–21. http://dx.doi.org/10.22610/jebs.v11i1(j).2740.
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Abstract: Building a vibrant brand in a highly competitive market is of strategic importance as it provides greater loyalty which generates large market share and decreases competitive pressure on a firm. However, there is a lack of empirical evidence on the role of brand equity in supporting the formation of loyalty in the traditional medicine market. The aim of this research is to investigate the impact of brand equity on loyalty in the traditional medicine market. Based on the dimensionality of Aaker`s brand equity framework, four research propositions were put forward and evaluated by using structural equation modelling. The study relied on a sample of 348 customers who buy herbal medicines from the traditional medicine market in Kumasi metropolis. The study established that perceived quality, brand association and awareness significantly contribute to enhance the value of the brands which in turn, creates loyalty in the traditional medicine market in the Kumasi Metropolis. Recognizing the strategic importance of loyalty to the success of a firm, traditional health practitioners should direct their efforts towards developing perceived quality, brand association and awareness to enhance the value of their brands to support loyalty in the Kumasi traditional medicine market.
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Androshchuk, H. O. "The role of technological brands in digital transformation and economic growth." Science, technologies, innovation, no. 4(20) (2021): 60–70. http://dx.doi.org/10.35668/2520-6524-2021-4-06.
Повний текст джерелаАнотація:
The role of technology brands in the economic growth and digital transformation of the international and national economies and their sectors was investigated based on the analysis of the Brand Finance Global 500 ratings. The economic impact of the COVID-19 pandemic has been shown to have separated strong brands from others. The pandemic has accelerated digital transformation trends such as cloud technology, leveraging the dominance of tech brands. They account for 14 % of total brand value in the 2021 Brand Finance Global 500 ranking. Technologies remain the most valuable sector in the ranking, where 47 brands are presented and a total brand value of around $ 1 trillion and amounts to 998.9 billion. The highest revenue growth since 2016 was demonstrated by e-commerce platforms. American and Chinese brands dominate the ranking, accounting for two-thirds of the total brand value in the ranking. It is concluded that understanding the importance of intangible assets, in particular brands development, the creation of new brands and the importance of intangible asset value, is of much greater importance for developing countries. The most valuable brands in the global league have taken advantage of the continued strong growth of sectors of the economy. The global pandemic has accelerated digitalization efforts around the world. 70 % of the new value which will be created in the next decade will come from digital platforms. At the same time, a third of brands experienced cyber attacks on their domains last year. Organizations have increased investment in domain management to protect those which has critical importance to their operations. Thus, 52 % of respondents spent more than $ 25,000 per year on domain portfolio management in 2020, up from 39 % in 2019. Domains are valuable intellectual property assets and the key to successful e-commerce strategies in a global digital economy.
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Lithopoulos, Alexander, Peter A. Dacin, Tanya R. Berry, Guy Faulkner, Norm O’Reilly, Ryan E. Rhodes, John C. Spence, Mark S. Tremblay, Leigh M. Vanderloo, and Amy E. Latimer-Cheung. "Examining the ParticipACTION brand using the brand equity pyramid." Journal of Social Marketing 8, no. 4 (October 8, 2018): 378–96. http://dx.doi.org/10.1108/jsocm-11-2017-0071.
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Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.
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Tsai, Tsai-Hsuan, Alice M. K. Wong, Hsiu-Feng Lee, and Kevin C. Tseng. "The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community." Sustainability 12, no. 18 (September 11, 2020): 7478. http://dx.doi.org/10.3390/su12187478.
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The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Therefore, this study aims to investigate whether the living intention of the elderly when choosing a retirement community is affected by brand attachment, high partner quality, brand trust and commitment, and brand self-congruence. A living intention service model is proposed and an empirical study is conducted with 101 random residents of Chang Gung Health and Culture Village (CGHCV) to measure the constructs proposed in the model. The results show that self-congruence and partner quality did not have a significant impact on the elderly’s brand trust and commitment, likely because when choosing their last residence, unlike when buying general consumer products, the elderly attach more importance to healthcare brands, which in turn affects their living intention.
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Burke, Sandra J., Sandra J. Milberg, and Wendy W. Moe. "Displaying Common but Previously Neglected Health Claims on Product Labels: Understanding Competitive Advantages, Deception, and Education." Journal of Public Policy & Marketing 16, no. 2 (July 1997): 242–55. http://dx.doi.org/10.1177/074391569701600205.
Повний текст джерелаАнотація:
An aim of the Food and Drug Administration food labeling regulations is to ensure that manufacturers aid consumers in making choices regarding their diets by eliminating “hollow” health claims. Of particular concern are health claims made by one brand when the claim is inherent to the product category but has not been featured previously in advertisements or on packaging. There is concern that consumers will use information provided by one brand about such an attribute to infer that the other brands in the product category do not possess the attribute and thus be misled. Results from three experiments show that this practice can mislead consumers and affect consumer inferences, use of the target attribute, and choice in favor of the brands displaying the attribute. However, consumer understanding regarding the typicality of the attribute in the product category was improved when this practice was employed. Furthermore, it was shown that improved consumer education can be achieved without the deception associated with narrow (brand-specific) health claims by using broader (category-defined) claims. Finally, it was shown that an incentive should remain for manufacturers to use broader claims whenever consumers are likely to be choosing between alternatives from broadly defined product categories (e.g., cooking oils versus peanut oils).
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Zubairi, Saiful Irwan, Zalifah Mohd Kasim, Muhammad Harith Afifi Muhamad Zahiri, and Nur Huda Faujan. "Health Concern of Phenomenally Premium Boba Milk Tea and Pearls Beverages in Kuala Lumpur: Sugary Content and Physico-chemical Profiles Analysis." Current Research in Nutrition and Food Science Journal 11, no. 2 (August 31, 2023): 696–707. http://dx.doi.org/10.12944/crnfsj.11.2.20.
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The sugary drink boba milk tea has seen its popularity surge in recent years. However, the overwhelmingly trending boba milk tea is categorised as a sugar-sweetened beverage due to its high sugar content. Therefore, the objective of this study was to determine the sugar content of four brands of boba milk tea drinks (brand A, B, C, and D) available around Setapak, Kuala Lumpur, Malaysia. The physico-chemical characteristics of each brand were evaluated comprising the pH level, Total Dissolved Solids (TDS), conductivity value, and liquid density. In addition, the glucose content in the liquid milk and boba pearls were determined using the glucometer and gravimetric analysis, which were then used to estimate the total glucose content in the boba milk tea samples. Based on the results, there were significant differences between the pH value and glucose content (p < 0.05). The pH of brand A recorded the highest value of 8.23 ± 0.03 (slightly alkaline) compared to other brands. The liquid milk of Brand A also exhibited the highest glucose content value and the highest density value (p < 0.05) with a value of 23.4 ± 0.5 mmol/L and 1030 g/L, respectively. However, brand D possessed the highest TDS content and conductivity with values of 1912 ± 36 ppm and 3825 ± 71 µS, respectively. Meanwhile, the highest glucose content in the liquid milk and boba pearls were 23.4 ± 0.5 mmol/L (brand A) and 18.1 ± 0.4 (brand B), respectively. Overall, the study estimated that brand B has the highest total glucose content (38.6 ± 0.1 mmol/L) due to the significant glucose content from the boba pearls. Surprisingly, the overall glucose content in boba milk tea (milk tea solution and boba pearl) was approximately from 2- to 5-fold more than the recommended daily sugar (glucose) intake of 8.33 mmol/L (equivalent to 50 g/day) by the Ministry of Health (MOH), Malaysia. The lack of preventive measures to curb the overconsumption of boba milk tea would cause a long-term adverse health effect on individuals and increase the rate of patients suffering from diabetic-related diseases and other non-communicable diseases (NCD). An intervention is required instantaneously from a public health perspective to regulate the consumption of sweetened and flavored beverages that is limitless added to sugar-sweetened beverages (SSB) without strict regulations.
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YANG Xuexin. "The Awareness of Brand Creation and Brand Creation of Chinese Health Food." INTERNATIONAL JOURNAL ON Advances in Information Sciences and Service Sciences 5, no. 8 (April 30, 2013): 231–38. http://dx.doi.org/10.4156/aiss.vol5.issue8.28.
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Yang, Xue Xin. "The Brand Awareness and the Brand Image Enhancement of Chinese Health Food." Advanced Materials Research 479-481 (February 2012): 1155–58. http://dx.doi.org/10.4028/www.scientific.net/amr.479-481.1155.
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The main problems in Chinese health food industry are the anomaly management, poor quality, and illusive advertisements at present. In order to regulate the quality and safety management of the health-care food，improve the brand image and reputation, enhance consumer trust and the competition in the international market, some suggestions are offered, which are band orientation, science addition and band innovation in order to ensure to execute brand strategy of health food fluently.