scholarly journals A Study on the Effect of Haidilao’s Brand Marketing Strategies on Brand Image and Loyalty

2021 ◽  
Author(s):  
Xuanyi Guo ◽  
Ruotong Zhai
Keyword(s):  
Brand Image ◽  
Marketing Strategies ◽  
Brand Marketing

The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty

2016 ◽  
Vol 17 (4) ◽  
pp. 320-332 ◽  
Author(s):  
Ho-Jin Lee ◽  
Yongseok Jee
Keyword(s):  
Significant Influence ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Brand Strategy ◽  
Brand Trust ◽  
Content Type ◽  
Brand Marketing

Purpose The purpose of this paper was to provide Korean screen golf systems suppliers experiencing severe competition in an oversaturated market with effective brand marketing strategies by examining the interrelationships among brand assets, brand trust, and brand loyalty. Design/methodology/approach This study used the convenient sampling method of non-probability and distributed questionnaires to 1,200 subjects over 20 years of age from ten screen golf playing facilities in Korea. Findings The following results were obtained: first, the subfactors of brand assets were identified to have significant influence upon brand trust in the following order: perceived quality, brand image, and brand awareness. Second, brand trust was identified to have a significant influence on brand loyalty. Lastly, the subfactors of brand assets were identified to have significant influence on brand loyalty in the following order: brand image, brand awareness, and perceived quality. Originality/value This paper provides useful information for developing an effective brand strategy in an oversaturated situation.

scholarly journals The role and path of digital marketing in tourist souvenir brands

2021 ◽  
Vol 251 ◽  
pp. 03044
Author(s):  
Yuan Shiqun ◽  
Zhou Chengjun ◽  
Zhang Yu
Keyword(s):  
Digital Technology ◽  
Brand Image ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Expert Interviews ◽  
Product Integration ◽  
Brand Marketing ◽  
Brand Competitiveness ◽  
Product Sales ◽  
Marketing Methods

The extensive and in-depth application of digital technology has led to the transformation of marketing methods. This article analyzes the role and path of digital marketing in tourist souvenir brands through case studies, expert interviews and literature studies. The findings suggest that the rational use of digital technology can not only reshape brand competitiveness, but also play a role in deepening product integration and enhancing brand communication. To realize digital marketing of tourist souvenir brands, it is necessary to formulate effective brand marketing strategies and create a personalized brand image in order to realize the conversion of cultural and creative product sales.

How Local/Global is your Brand?

2016 ◽  
Vol 58 (6) ◽  
pp. 795-813 ◽  
Author(s):  
Joan Llonch-Andreu ◽  
Miguel ángel López-Lomelí ◽  
Jorge Eduardo Gómez-Villanueva
Keyword(s):  
Empirical Research ◽  
Research Study ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
The Other ◽  
Small Samples ◽  
Global Brand ◽  
Brand Marketing ◽  
Traditional Approaches ◽  
Representative Samples

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts. It tests this theory using a quantitative instrument to assess consumer perceptions of local/global brand categorisation, with representative samples. Currently, most of the literature relating to the different typologies of brands (global, local, etc.) has been founded on academic/practitioner categorisations based on objective criteria. Consumers, on the other hand, do not know these categorisations based on objective criteria and may well see the brands differently. Existing research to categorise brands from the consumer's perspective has been conducted with qualitative techniques using small samples, meaning the results obtained are difficult to generalise. This paper relies on the results of an empirical research study based on a survey carried out among Mexican consumers using a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into ‘global’, ‘local’, ‘glocal’ and ‘functional’, based on consumers' perspectives, and reveal important differences in the categorisation of brands vs the traditional approaches found in the literature.

scholarly journals Emirate of Abu Dhabi Brand Marketing Strategy – Travelers Welcome

2019 ◽  
Vol 13 (8) ◽  
pp. 57
Author(s):  
Tuqa Mohamed AlOwais
Keyword(s):  
United Arab Emirates ◽  
Place Branding ◽  
Foreign Market ◽  
Marketing Strategies ◽  
Capital City ◽  
Global Network ◽  
Abu Dhabi ◽  
Past Century ◽  
Innovative Strategies ◽  
Brand Marketing

Throughout the past century, the United Arab Emirates’ leadership realized the significant importance of initiating novel and innovative strategies to market themselves and contribute in their successful position among the global network, thus their obligation was to employ both short and long term strategies that help in the process of successful promotion, insertion and enhanced situation in the foreign market. Highlighting Abu Dhabi as the capital of the United Arab Emirates, and distinguishing it from the rest of the country, Dubai in particular, was the crucial vision of Al Sheikh Zayed Al Nahayan. Where the collaborative emirate’s leadership had the potential to mark Abu Dhabi as “the global capital city” (Abu Dhabi Urban Planning Council, 2007).     This research discusses place-branding and marketing of the emirate of Abu Dhabi, where the emirate’s brand marketing strategies relies on the desert, sea, heritage and the city as key elements towards placing the capital of the United Arab Emirates on the global map, in addition to improving the reputation of the middle east in general and Abu Dhabi in specific, through presenting two study cases: Masder City and Saadiyat Island, which are viewed as vivid examples of the emirate of Abu Dhabi brand marketing strategies implementation focus.     

scholarly journals PANDANGAN CITRA BRAND KOPI JANJI JIWA DI KALANGAN MAHASISWA

2020 ◽  
Vol 8 (1) ◽  
pp. 12
Author(s):  
Rayni Delya Hafni
Keyword(s):  
Brand Image ◽  
Coffee Consumption ◽  
Marketing Strategies ◽  
Brand Names ◽  
Public Attention ◽  
Differences Of Opinion ◽  
Psychological Influence ◽  
Coffee Shops ◽  
Depth Interviews

Increased coffee consumption continues to occur in Indonesian society, even Indonesia is referred to as the country with the highest level of consumption in the world. Coffee is not only enjoyed by several groups, but coffee can be enjoyed by all circles across generations and genders. Janji Jiwa is one of the coffee shops or brands in Indonesia. This shop has been opened since 2018 and is enough to attract public attention. Currently Janji Jiwa continues to develop its brands and coffee products to be better and be able to compete with supporters One of the concepts that are featured in the Janji Jiwa brand is the fresh-to-cup concept of using coffee from local Indonesian farmers. The purpose of this study is to study the public's view of the Kopi Janji Soul brand image and strategies that can be used to improve brand image among students today. This study uses qualitative methods with data collection techniques using in-depth interviews. The population in this study were students. From the research results, it shows that: (1) The quality of services provided by students, (2) Unique brand names are a special attraction for some people, (3) Strong marketing strategies and psychological influence, (4) social and psychological factors , (5) Differences of opinion regarding the taste of coffee. From the results of this research, Janji Jiwa can continue to use its marketing strategy but this brand must also continue to innovate in coffee products so that the product can also be promoted by all groups and enhance a positive brand image.

scholarly journals Investigating Brand Image Transfer in Sport Sponsorship Of a Participation Sport Event in Singapore

2020 ◽  
Vol 24 (2) ◽  
pp. 263-275
Author(s):  
Cheryl Chiu ◽  
Do Young Pyun
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Image Transfer ◽  
Sport Event ◽  
Sport Sponsorship ◽  
Brand Marketing ◽  
Sport Events ◽  
Corporate Sponsors

The interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer in a local participation sport event as to whether sponsor–event congruence, event emotions, and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat, which was Singapore's biggest beach running event. The questionnaire consisted of the items measuring sponsor–event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor–event congruence significantly influenced positive event emotions (β = ;0.31), positive event emotions significantly influenced attitude towards the event (β = 0.73), event attitude significantly influenced attitude towards the sponsor (β = 0.33), and sponsor attitude significantly influenced purchase intention (β = 0.82). However, negative event emotion did not mediate the relationship between sponsor–event congruence and event attitude. The findings provide empirical evidence of consumer behavior in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore.

STRATEGI PEMASARAN UMKM

2018 ◽  
Vol 3 (2) ◽  
pp. 191-198
Author(s):  
Ahmad Tarmizi
Keyword(s):  
Economic Development ◽  
Driving Forces ◽  
Brand Image ◽  
Small And Medium Enterprises ◽  
Secondary Data ◽  
Marketing Strategies ◽  
Economic Activities ◽  
Technological Developments ◽  
Market Leader ◽  
Medium Enterprises

This article is a summary of several journals that were rereviewed about the Micro, Small and Medium Enterprises (MSMEs) Marketing Strategy. MSMEs are one of the leading driving forces in economic development and play a significant role in the economy. Economic players such as the owners of MSMEs now not only can produce a product, but also must adapt and implement technological developments into their economic activities. So that the marketing strategies of MSME owners become complex and numerous. The purpose of this study is to identify marketing strategies in the development of MSMEs. The data obtained is from the literature studies of existing journals as secondary data. The results obtained show that there are two strategies in the marketing of MSMEs which become priority strategies, namely: (1) The owner of MSMEs applies e-commerce to become a market leader, (2) The owners of MSMEs provide branding to emerge brand image of their products. Keywords: E-commerce, Brand Image, Strategi Pemasaran, UMKM

PENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN SEBAGAI VARIABEL ANTARA

2019 ◽  
Vol 4 (2) ◽  
pp. 307-316
Author(s):  
Hanim Faizal ◽  
Siti Nurjanah
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Hypothesis Test ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Product Price ◽  
Marketing Activities ◽  
Place Promotion ◽  
Customer Trust

The objective of this research is to know the effect of perceived quality, brand image towards customer loyalty through customer trust and customer satisfaction as intervening variables. The research model is the quantitative approach through a survey of 170 Mazda customers across 17 Dealers in Java, Kalimantan & Sulawesi. The sampling method is purposive sampling. The hypothesis test result shows that there is significant effect between perceived quality and brand image towards customer trust. And there is significant effect between perceived quality and brand image towards customer satisfaction. There is no significant effect between perceived quality towards customer loyalty and there is no significant effect between customer trust towards customer loyalty. But there is significant effect between brand image towards customer loyalty and there is significant effect between customer satisfaction towards customer loyalty. Based on the result, the company need to do marketing strategies by using 6P’s (People, Payplan, Product, Price, Place, Promotion) in order to enhance the positive impression of perceived quality and build customer trust through marketing activities to make a customer loyal to use Mazda car in Indonesia. Keywords: perceived quality, brand image, customer trust, customer satisfaction, customer loyalty

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