scholarly journals Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits

2013 ◽  
Vol 5 (2) ◽  
pp. 24-27 ◽  
Author(s):  
Steven Bellman ◽  
Shiree Treleaven-Hassard ◽  
Jennifer A. Robinson ◽  
Duane Varan ◽  
Robert F. Potter
Keyword(s):  
Real World ◽  
Purchase Intention ◽  
Brand Image ◽  
Product Category ◽  
General Interest ◽  
Smartphone Apps ◽  
Brand Communication ◽  
Related Information ◽  
Media Research ◽  
Respective Product

Abstract Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

scholarly journals Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

2020 ◽  
Vol 12 (8) ◽  
pp. 3391 ◽  
Author(s):  
Yanhui Mao ◽  
Yao Lai ◽  
Yuwei Luo ◽  
Shan Liu ◽  
Yixin Du ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Personality ◽  
Critical Role ◽  
Brand Identity ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Flow Experience ◽  
Brand Communication

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

ANALISIS PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP BUYING DECISION SERTA DAMPAKNYA PADA SATISFACTION (Survei Pada Konsumen Produk Kosmetik Rossa Beauty Di Kota Pontianak)

2019 ◽  
Vol 8 (1) ◽  
Author(s):  
ANGELINA CAROLIN B2042152001
Keyword(s):  
New Jersey ◽  
Consumer Behavior ◽  
Product Quality ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Repurchase Intention ◽  
Purchasing Decisions ◽  
Celebrity Endorser

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorser dan Product Quality terhadap Buying Decision serta dampaknya pada Satisfaction (survei pada konsumen produk Rossa Beauty di Kota Pontianak). Jenis penelitian ini adalah penelitian kausalitas deskriptif. Sampel penelitian ini adalah responden yang pernah membeli dan menggunakan produk kosmetik merek Rossa Beauty selama 6 bulan terakhir sebanyak 100 orang yang diperoleh dengan purposive sampling. Analisis data dilakukan menggunakan analisis jalur (path analysis) dengan bantuan SPSS 22.0.Hasil penelitian memperlihatkan bahwa (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Buying Decision (2) Product Quality berpengaruh positif dan signifikan terhadap Buying Decision (3) Buying DecisionBerpengaruh positif signifikan terhadap Satisfaction (4) Celebrity Endorser berpengaruh positif signifikan terhadap Satisfaction (5) Product Quality berpengaruh positif signifikan terhadap Satisfaction. Kata Kunci: Celebrity Endorser, Product Quality, Buying Decision, Satisfaction DAFTAR PUSTAKAAmbadar, et al. 2007. Mengelola Merek. Jakarta: Yayasan Bina Karsi MandiriAsma, Saleem dkk. 2015. Product Perceived Quality and Purchase Intention with         Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing Vol 15Baruna Hadi Brata dkk. 2017. The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta.Saudi Journal of Business and Management StudiesDajan, Anto. 1986. Pengantar Metode Statistik. Jakarta: LP3SDurianto, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka UtamaEndang, Sulistya. 2012. Pengaruh Agnes Monica Sebagai Celebrity Endorser Terhadap Pembentukan Brand Image Honda Vario. Jurnal Bisnis dan Manajemen Vol.6Elfarisi Al. 2016. Pengaruh Celebrity Endorser (HiVi) Terhadap Proses Proses Keputusan Pembelian Sepatu Kulit Amble Footwear (Survei Kepada Para Pengguna Sepatu Amble Footwear di Sosial Media TwitterEvelina dkk. 2012. Pengaruh Citra Merek, Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Kartu Perdana Telkomflexi. Jurnal Ilmu Administrasi Bisnis Volume 2 Nomor 1 Tahun 2013Ghozali, Imam. 2011. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas DiponegoroGriffin, Jill. 2003.Customer Loyalty: Menumbuhkan Dan Mempertahankan Pelanggan. Jakarta: Penerbit ErlanggaHadi, Prasetyo dan Sumarto. 2010. Pentingnya Brand Loyalty Terhadap Minat Beli Ulang. Jurnal Riset Ekonomi dan Bisnis Vol.10 No.1Hendra Riki Wijaya dan Sri Rahayu. 2018. The Effect of Trust and Brand Image to Repurchase Intention in Online ShoppingHestayani, Andriana Dwi dan Astuti. 2017. Analisis Pengaruh Celebrity Endosser, Daya Tarik Iklan, Kualitas Produk terhadap Kepurusan Pembelian dengan Brand Image sebagai Variabel Intervening.Kotler, Philip dan Keller. 2007. Manajemen Pemasaran, Jilid I, Edisi Kedua belas. Jakarta: PT. IndeksKotler, Philip and Kevin Lane Keller, 2012. Manajemen Pemasaran, Edisi 13 Jilid 1 dan 2, Alih Bahasa: Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1. Alih Bahasa : Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong, Gary. 2014. Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta: ErlanggaKotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson         Education, IncLutiary Eka Ratri. 2007. Hubungan Antara Citra Merek (Brand Image) operator Seluler Dengan Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Pengguna Telepon Seluler Di Fakultas Ekonomi Reguler Universitas Diponegoro SemarangMade Sintha Ayu Saraswati Sujana. 2017. Peran Brand Image Memediasi Hubungan Celebrity Endorser Dengan Purchase Intention. Forum Keuangan Dan Bisnis Indonesia (FKBI)Mahestu Noviandra. 2006. Analisis Pengaruh Model Iklan Terhadap Perilaku Pembelian Remaja, Kasus Pada Bintang Akademi Fantasi IndosiarNababan, Marya Desyeni. 2008. Pengaruh Selebriti Pendukung (Celebrity Endorser) terhada Minat Pembelian Indomie (Studi Kasus pada Fakultas Ekonomi Universitas Methodist Indonesia)Pakpahan, Erick Simon Bolivar. 2017. Pengaruh Kredibilitas Celebrity Endorseer terhadap Keputusan Pembelian dan Kepuasan Konsumen YOU-C 1000 Vitamin C di Kota PekanbaruParengkuan, dkk. 2014. Analisis Pengaruh Brand Image dan Celebrity Endorsment terhadap Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi           Pemasaran. Terjemahan. Jakarta: Erlangga Keputusan Pembelian Produk Shampo Head and Shoulders. Jurnal EMBA Vol.2 No.3Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Terjemahan. Jakarta: ErlanggaRamadhan dan Santosa. 2017. Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada sepatu Nike Running di Semarang melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Diponegoro Hournal of Management. Volume 6, Nomor 1, Tahun 2017Royan, Frans. M. 2004. Marketing Selebritis, Selebritis dalam Iklan dan Strategi Selebritis Memasarkan Diri Sendiri. Jakarta: Elek Media Komputindo kelompok GramediaSantoso, Singgih. 2014. Panduan Lengkap SPSS Versi 20. Jakarta: PT. Elek Media KomputindoSchiffman and Lazar Kanuk. 2000. Costumer Behavior: Internasional Edition. New Jersey: Prentice HallSchiffman, Leon G. and Leslie Lazar Kanuk.2007. Customer Behavior, edisi ke 7. New Jersey: Prentice-hall,1ncSaputra, Setiawan Tri dkk. 2017. Pengaruh Kualitas Produk terhadap Keputusan Pembelian dan Dampaknya terhadap Kepuasan Konsumen Pengguna Iphone (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Malang)Setiadi, Nugroho J. 2003. Perilaku Konsumen. Jakarta: KencanaShimp, Terence. 2003. Periklanan Promosi Aspek Aspek Tambahan Komunikasi Terpadu. Jakarta: ErlanggaSugiyono.  2017.  Metode  Penelitian  Kuantitatif,  Kualitatif,  dan  R&D.  Bandung: AlfabetaSujarweni, V Wiratna. 2014. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.Sulis, Riptiono. 2013. Pengaruh Lifestyle, Brand Awareness dan Product Quality terhadap Repurchase Intention Minuman Saribuah Buavita dengan Purchasing Decisions sebagai Variabel Intervening di Kecamatan Kebumen. Jurnal Fokus Bisnis Vol.12 No.1Sumarwan, Ujang.2010. Perilak  Konsumen: Teori dan Penerapannya Dalam Pemasarannya. Jakarta: Ghalia IndonesiaSumarwan, Ujang. 2004. Perilaku Konsumen. Jakarta: PT Ghalia IndonesiaSuryani, Tatik. 2008. Perilaku Konsumen Implikasi Pada Strategi Pemasaran. Yogyakarta: Graha IlmuTjiptono, Fandi. 2008. Strategi Pemasaran. Yogyakarta: Andi

Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen

2018 ◽  
Vol 8 (3) ◽  
pp. 250
Author(s):  
Saniatun Nurhasah ◽  
Jono M Munandar ◽  
Muhammad Syamsun
Keyword(s):  
Food Safety ◽  
Direct Effect ◽  
Indirect Effect ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Value ◽  
Perceived Quality ◽  
Market Potential ◽  
Purchasing Intention ◽  
Positive Direct

<p><em>ABSTRACT</em></p><p><em>Indonesia is one of the largest Moslem population countries in the world. It leads to the increasing of halal product demand in Indonesia. The awareness to consume halal product becomes a large market potential for producers to produce their halal products. Nowadays, halal is not only purely about religion matter, but also about business and trade. The objective of this study is to investigate the factors affecting customers on purchasing halal buying interest on processed food. We use a purposive sampling method with 109 respondents who are customers of the supermarkets and minimarkets in Bogor City/District, Indonesia. While data analysis is done by SEM-PLS method, this study uses brand image, perceived quality, perceived value, halal certification, health reason, halal awareness, and halal marketing as the factors which are affecting the halal purchase intention of the customers. The result showed that health reason, halal awareness, and perceived value have a significant and positive direct effect on purchasing intention. Halal marketing also shows a significant and positive effect on purchasing intention. While halal marketing shows a negative and significant effect on purchasing intention. The food safety, halal certification, brand image, and perceived quality show the same effect which has no direct effect on purchasing intention. Furthermore, food safety has an indirect effect on purchasing intention through health reason. Halal certification has an indirect effect on minat beli through brand image variable. Meanwhile, brand image and perceived quality have an indirect effect through perceived value variable on purchasing intention.</em></p><p><em><br /></em></p><p>ABSTRAK</p><p>Indonesia adalah salah satu negara dengan populasi Muslim terbesar di dunia. Hal ini menyebabkan meningkatnya permintaan produk halal di Indonesia. Kesadaran untuk mengkonsumsi produk halal menjadi potensi pasar yang besar bagi produsen untuk memproduksi produk halal mereka. Saat ini, halal tidak hanya murni soal agama, tapi juga soal bisnis dan perdagangan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi minat pelanggan dalam membeli pada makanan olahan halal. Kami menggunakan metode voluntery sampling dengan 109 responden yang merupakan pelanggan supermarket dan minimarket di Kota/Kabupaten Bogor, Indonesia. Sedangkan analisis data dilakukan dengan metode SEM-PLS. Penelitian ini menggunakan citra merek, persepsi kualitas, persepsi nilai, sertifikasi halal, kesehatan, kesadaran halal, dan Pemasaran halal sebagai faktor yang mempengaruhi niat pembelian halal pelanggan. Hasil penelitian menunjukkan bahwa kesadaran halal, alasan kesehatan, dan persepsi nilai berpengaruh positif dan signifikan terhadap niat beli. Pemasaran halal juga menunjukkan efek positif dan signifikan terhadap niat beli. Sedangkan pemasaran halal menunjukkan efek negatif dan signifikan terhadap niat beli. Keamanan pangan, sertifikasi halal, citra merek, dan kualitas yang dirasakan menunjukkan efek yang sama yang tidak berpengaruh langsung pada niat beli. Selanjutnya, keamanan pangan berpengaruh tidak langsung terhadap niat beli melalui alasan kesehatan. Sertifikasi halal memiliki efek tidak langsung terhadap niat beli melalui variabel citra merek. Sedangkan citra merek dan persepsi kualitasmemiliki pengaruh tidak langsung melalui persepsi nilai variable terhadap niat beli.</p>

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

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