scholarly journals Research on the Impact of We Media Marketing on Brand Communication

2018 ◽  
Author(s):  
Yingqiang Wu ◽  
Zeping Tong ◽  
Chaojie Liu ◽  
Yuchuan Xiao
Keyword(s):  
Brand Communication ◽  
The Impact

Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East

2015 ◽  
pp. 358-372
Author(s):  
A. M. Sakkthivel ◽  
B. Sriram
Keyword(s):  
Middle East ◽  
Empirical Investigation ◽  
Middle Eastern ◽  
Sultanate Of Oman ◽  
Women Consumers ◽  
Communication Tools ◽  
Brand Communication ◽  
The Impact ◽  
Brand Preferences

The chapter aims to design a model of constructs of brand communication tools (direct and indirect) and test the impact of the same on brand preferences of women consumer buying intentions from Middle Eastern countries with specific evidences from Sultanate of Oman. The survey was conducted among 200 women consumers with reference to identifying the influence of brand communication tools on their buying intentions. The results revealed that both the communication tools found to have a significant impact. It is found that the direct brand communication tools have a higher impact over women buying intentions.

scholarly journals Analysis of Brand Communication and Brand Image Impact on Brand Loyalty with Brand Trust as Intervening Variables

2020 ◽  
Vol 9 (4) ◽  
pp. 425-433
Author(s):  
Achmad Junaidi ◽  
Selvia Hendrayati ◽  
Yoga Nindhita ◽  
Oki hardiyanti Rukmana Sari
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Brand Trust ◽  
Z Score ◽  
Brand Communication ◽  
The Impact ◽  
The City

This study aims to determine the impact of brand communication and brand image on brand loyalty both directly and through brand trust. This research was conducted in the city of Semarang, and as a population are consumers of Crocodile Junior products in Paragon Mall Semarang. The sample used amounted to 100. Data collection techniques using accidential sampling. Primary data in this study were obtained from the distribution of closed question questionnaires. Data analysis techniques used multiple linear regression analysis with the application of SPSS 24. The results showed that the brand communication variable significantly influenced the brand image with a significance of 0,000 <0.05. Brand pronunciation has a significant effect on brand trust with a significance of 0,000 <0.05. Brand image has a significant effect on brand trust with a significance of 0,000 <0.05. Brand trust has a significant effect on brand loyalty with a significance of 0,000 <0.05. Based on the sobel test, the brand image variable can be a moderating variable between brand communication and brand trust with z sobel 6.778> z score 1.96. Besides, brand trust can be a moderating variable between brand communication and brand loyalty with z sobel 3,813> z score 1.96. Brand trust can be a moderating variable between brand image and brand loyalty with z sobel 7,365> z score 1.96.

scholarly journals Analysis of Brand Communication Influence of Professional Sports Clubs Based on Complex System Discrete Model

2021 ◽  
Vol 2021 ◽  
pp. 1-10
Author(s):  
Hui Zhang
Keyword(s):  
Complex System ◽  
Big Data ◽  
Discrete Model ◽  
Professional Sports ◽  
Pso Algorithm ◽  
Brand Communication ◽  
Animal Group ◽  
Sports Clubs ◽  
Sports Club ◽  
The Impact

In recent years, because the complex system discrete model has brought good results in the application of many research directions such as human management analysis, control system prediction, and animal group prediction, how to combine the complex system discrete model with the prediction of enterprise brand communication effect has become a current research hotspot. Based on this, this paper studies the application of the discrete model based on the complex system in sports club to enterprise brand communication and designs a model of the impact of professional sports club on enterprise brand communication based on the SIR model and PSO algorithm. Firstly, this paper analyzes the research status of the impact on enterprise brand communication at home and abroad and optimizes and improves the impact of professional sports clubs on enterprise brand communication and the shortcomings of big data analysis technology in the current research. The complex system discrete model can accurately analyze the enterprise brand communication and conduct big data mining analysis with known professional sports clubs to achieve accurate calculation. The results show that in the process of analyzing the impact of professional sports clubs and enterprise brand communication, the communication mode design of professional sports clubs based on SIR-PSO algorithm can not only effectively deal with various complex discrete data evaluated by club users but also analyze and evaluate the impact of professional sports clubs on enterprise brand communication.

scholarly journals Impact of Brand Communication on Customer Brand Loyalty: A Study on Mobile Service Providers

2017 ◽  
Vol 13 (01) ◽  
Author(s):  
Romi Sainy ◽  
Rekha Attri
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Service Providers ◽  
Human Behaviour ◽  
Pivotal Role ◽  
Brand Awareness ◽  
Mobile Service ◽  
Brand Communication ◽  
Brand Building ◽  
The Impact

The increasing competition in every sector has led the marketing professionals discuss and debate about factors that drive customer loyalty. Communication is central to human behaviour, connecting individuals and creating relationships. Communication plays a pivotal role in brand building as the features and benefits of a product can be communicated through the message of the advertisements or other promotional activities. Brand awareness which could be achieved through brand communication is the first step towards purchase of a brand. This paper attempts to study the impact of brand communication on customer brand loyalty for mobile service providers.

scholarly journals The impact of brand communication on brand equity through Facebook

2015 ◽  
Vol 9 (1) ◽  
pp. 31-53 ◽  
Author(s):  
Bruno Schivinski ◽  
Dariusz Dabrowski
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Communication ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Impact

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value – This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.

How brand-oriented strategy affects the financial performance of B2B SMEs

2018 ◽  
Vol 33 (3) ◽  
pp. 303-315 ◽  
Author(s):  
Muhammad Anees-ur-Rehman ◽  
Ho Yin Wong ◽  
Parves Sultan ◽  
Bill Merrilees
Keyword(s):  
Financial Performance ◽  
Positive Impact ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Communication ◽  
Brand Orientation ◽  
Internal Branding ◽  
Content Type ◽  
Brand Credibility ◽  
The Impact

Purpose This study aims to examine the relationship between brand orientation and financial performance in business-to-business (B2B) small- and medium-sized enterprises (SMEs). It examines the impact of brand-oriented strategy on financial performance through four branding constructs, namely, internal branding, brand communication, brand awareness and brand credibility. Design/methodology/approach A questionnaire-based survey was conducted to collect data from 250 Finnish B2B SMEs. Confirmatory factor analysis was performed to examine the validity of the constructs, whereas structural equation modeling was used to test proposed hypotheses of the study. Findings The results suggest that brand orientation improves the effectiveness of brand communication and internal branding in building brand awareness and credibility. Brand awareness emphasizes an external route through brand communication, whereas brand credibility emphasizes an internal route through internal branding. Brand awareness has a positive impact on brand credibility, and brand credibility has a positive impact on financial performance, highlighting the importance of both brand performance components for financial performance. Originality/value This study addresses the research gap in the B2B branding literature regarding the role of branding in enhancing financial performance. The results suggest that brand-oriented strategy can contribute to financial performance through brand awareness and brand credibility in the context of B2B SMEs.

Examining the Brand Communication Tools That Impact Brand Preferences of Women Consumer Buying Intentions

2019 ◽  
pp. 587-601
Author(s):  
A. M. Sakkthivel ◽  
B. Sriram
Keyword(s):  
Middle Eastern ◽  
Sultanate Of Oman ◽  
Women Consumers ◽  
Communication Tools ◽  
Brand Communication ◽  
The Impact ◽  
Brand Preferences

The chapter aims to design a model of constructs of brand communication tools (direct and indirect) and test the impact of the same on brand preferences of women consumer buying intentions from Middle Eastern countries with specific evidences from Sultanate of Oman. The survey was conducted among 200 women consumers with reference to identifying the influence of brand communication tools on their buying intentions. The results revealed that both the communication tools found to have a significant impact. It is found that the direct brand communication tools have a higher impact over women buying intentions.

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