Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective

2021 ◽  
Vol 62 ◽  
pp. 102611
Author(s):  
Widya Paramita ◽  
Huynh Ba Chan Nhu ◽  
Liem Viet Ngo ◽  
Quan Ha Minh Tran ◽  
Gary Gregory
Keyword(s):  
Brand Experience ◽  
Integrated Marketing ◽  
Interactive Engagement

How does the way we design hotels influence consumer brand experiences

2019 ◽  
Vol 9 (3) ◽  
pp. 331-348
Author(s):  
Rudin Beka ◽  
Enila Cenko
Keyword(s):  
Business Performance ◽  
Hotel Industry ◽  
Main Idea ◽  
Brand Experience ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Hotel Design ◽  
Proposed Model ◽  
Design Perspective ◽  
The Way

The influence that product design has on commercial success is undisputable. A considerable number of companies highly invest in creativity and design by forging partnerships with contemporary artists and design studios so as to create impressive commercial brands. Unusual design spaces are shaping our consumption experiences and influencing the way we evaluate and talk about brands. The main idea of this study is to approach customers’ brand experience from a design perspective. How can we bring empathy to customers within the hotel industry by using impressive design and how can we manipulate environmental design so as to enhance positive brand experiences? The research is focused on theoretical and practical work in the field of design and marketing, approaching a design perspective within the brand experience process. A detailed analysis is conducted on hotel spatial branding and a model has been constructed using pleasant emotions as mediators. The findings indicate that products with a focus on symbolic design are expected to have a higher customer brand experience. The proposed model can have practical and managerial applications in the area of environmental psychology, hotel design, branding strategy and integrated marketing communications where the recognition of design benefits will have a direct contribution to business performance.

Section 5.d Introduction

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Calin GURAU ◽  
Ashok RANCHHOD
Keyword(s):  
Best Practices ◽  
Brand Strategy ◽  
Brand Experience ◽  
Creation Process ◽  
A Value ◽  
Starting Point

 The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

“To Corrupt a Man in the Midst of a Verse”: Ben Jonson and the Prose of the World

2017 ◽  
Vol 24 (1) ◽  
pp. 46-72
Author(s):  
Jacob Tootalian
Keyword(s):  
Mixed Mode ◽  
Ben Jonson ◽  
Digital Analysis ◽  
Interactive Engagement ◽  
Sentence Level ◽  
Linguistic Patterns ◽  
The World ◽  
Selection Of ◽  
Bartholomew Fair

Ben Jonson's early plays show a marked interest in prose as a counterpoint to the blank verse norm of the Renaissance stage. This essay presents a digital analysis of Jonson's early mixed-mode plays and his two later full-prose comedies. It examines this selection of the Jonsonian corpus using DocuScope, a piece of software that catalogs sentence-level features of texts according to a series of rhetorical categories, highlighting the distinctive linguistic patterns associated with Jonson's verse and prose. Verse tends to employ abstract, morally and emotionally charged language, while prose is more often characterized by expressions that are socially explicit, interrogative, and interactive. In the satirical economy of these plays, Jonson's characters usually adopt verse when they articulate censorious judgements, descending into prose when they wade into the intractable banter of the vicious world. Surprisingly, the prosaic signature that Jonson fashioned in his earlier drama persisted in the two later full-prose comedies. The essay presents readings of Every Man Out of his Humour and Bartholomew Fair, illustrating how the tension between verse and prose that motivated the satirical dynamics of the mixed-mode plays was released in the full-prose comedies. Jonson's final experiments with theatrical prose dramatize the exhaustion of the satirical impulse by submerging his characters almost entirely in the prosaic world of interactive engagement.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

Model Pemasaran Usaha Mikro Kecil Dan Menengah (Umkm) Berbasis Online Dalam Mendukung Pariwisata

2017 ◽  
Vol 17 (1) ◽  
pp. 66
Author(s):  
Muhammad Tajuddin ◽  
Abdul Manan
Keyword(s):  
Information Technology ◽  
Small And Medium Enterprises ◽  
System Development ◽  
Internet Technology ◽  
Raw Material ◽  
Integrated Marketing ◽  
International Scope ◽  
Data Base Design ◽  
The Media ◽  
Medium Enterprises

West Nusa Tenggara ’NTB’ is a region of the golden triangle stripe of tourism destination located between Komodo island and Tana Toraja. As the industry backing for small and middle scale businesses getting grow up and have got governmental supporting since economical crises hit Indonesia at the end 1997. In fact, many of those who have not yet optimize the information technology (IT) in running their business. The approach to meet the Small and Medium Enterprises (SMEs) with the proper customer or to find the proper raw material seller is through the media.  Development of internet technology is so rapid, it is a necessity of SMEs using it as a business communications medium, because Internet utility for e-commerce complement has long been developed in both national and international scope.  Furthermore, the research elaborates the integrated e-commerce model and SMEs as an information technology-based model of integrated marketing strategy besides, software creation and its implementation on SMEs in Mataram municipality.  E-commerce and SMEs were designed to use System Development Life Cycle (SDLC) concerning the safety sistem, flowcart diagram and data base design aspects.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

The Path to Adoption and Advocacy: Exploring Dimensions Of Brand Experience and Engagement at Trade Shows

2019 ◽  
Vol 23 (6) ◽  
pp. 871-881
Author(s):  
Pamela A. Kennett-Hensel ◽  
Elyria Kemp ◽  
Kim Williams ◽  
Aberdeen Leila Borders
Keyword(s):  
Quantitative Data ◽  
Personal Selling ◽  
Brand Experience ◽  
Positive Outcomes ◽  
Product Adoption ◽  
Qualitative And Quantitative ◽  
Brand Engagement ◽  
Trade Show ◽  
Trade Shows ◽  
Business To Business

Trade shows are typically second only to personal selling in business-to-business promotional expenditures. As a result, trade show attendees are often inundated with product offerings by competing firms. In order to successfully vie for attention, firms must find ways to engage attendees and potential consumers. A key component of engaging with a brand is considering how consumers experience the brand. This research examines the dynamics which enhance brand engagement by understanding the factors which contribute to the brand experience of attendees at trade shows. Both qualitative and quantitative data collected from actual trade show attendees highlight the dimensions of brand experience and indicate that a positive brand experience is related to product adoption, which in turn is related to advocacy for the brand. Considering how to shape the brand experience of consumers in trade show settings enables a brand to successfully compete for attention with other offerings as well as helps to foster engagement levels that eventually lead to positive outcomes for the firm. Implications for considering brand experience as a key element of trade show marketing strategy are discussed.

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