Contemporary research in brand management

2018 ◽  
Author(s):  
Hasnizam Shaari ◽  
Salniza Md. Salleh
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Business Performance ◽  
Brand Management ◽  
Marketing Strategies ◽  
Brand Performance ◽  
Factors Influencing ◽  
Service Brand ◽  
Consumer Purchase Intention ◽  
Research Findings

This book is about research in brand management and contemporary issues in marketing. It is designed to bring today�s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities.This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position.Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

Online Video Advertisements' Effect on Purchase Intention

2019 ◽  
pp. 454-471
Author(s):  
Geetika Jain ◽  
Sapna Rakesh ◽  
Kostubh Raman Chaturvedi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Online Video ◽  
Consumer Purchase Intention ◽  
Social Media Advertising ◽  
Value Model

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

scholarly journals PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP NIAT BELI

2018 ◽  
Vol 7 (12) ◽  
pp. 6445
Author(s):  
Gusti Ngurah Gunawan ◽  
I Putu Gde Sukaatmadja
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Purposive Sampling ◽  
Analysis Technique ◽  
Consumer Purchase Intention ◽  
Research Findings ◽  
The City

Tujuan penelitian ini adalah untuk menguji peran brand image dalam memediasi pengaruh country of origin terhadap niat beli motor Vespa Piaggio di kota Denpasar. Metode yang digunakan untuk menentukan sampel adalah non-probability berbentuk purposive sampling dengan ukuran sampel sebanyak 120 orang responden. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung di Kota Denpasar. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan uji sobel. Temuan penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara country of origin terhadap brand image, hubungan yang positif dan singnifikan antara country of origin terhadap niat beli serta brand image mampu memediasi hubungan antara terhadap niat beli konsumen pada motor merek Vespa Piaggio di Kota Denpasar. Hasil tersebut berarti semakin baik citra negara asal merek serta semakin kuat brand image yang tertanam di benak konsumen, akan berpengaruh terhadap niat beli mereka akan suatu produk. Kata kunci: country of origin, brand image, niat beli ABSTRACT The purpose of this study is to test the role of brand image in mediating the influence of country of origin on the intention to buy a motor Vespa Piaggio in the city of Denpasar. The method used to determine the sample is non-probability in the form of purposive sampling with sample size of 120 respondents. Data collection was done by distributing questionnaires directly in Denpasar City. The analysis technique used is path analysis and test of sobel. The research findings show that there is a positive and significant correlation between country of origin to brand image, positive and significant relationship between country of origin to purchase intention and brand image able to mediate relationship between consumer purchase intention on Vespa Piaggio brand motor in Denpasar city. The result means the better the image of the home country of the brand and the stronger the brand image embedded in the minds of consumers, will affect their purchase intention of a product. Keywords: country of origin, brand image, purchase intention  

scholarly journals Factors Influencing Organic Food Purchase Intention in an Emergent Market: An Empirical Investigation of Saudi Arabia

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Eman H. Alshammari
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Partial Least Square ◽  
Least Square ◽  
Influential Factor ◽  
Consumer Attitude ◽  
Health Consciousness ◽  
Factors Influencing ◽  
Consumer Purchase Intention

The consumption of organic food has increased owing to consumers becoming more concerned about their health. Many people have begun to realize the advantages of using organic instead of conventional food. Consumer-attitude is now the most influential factor affecting consumer purchase intention toward organic food. This study aims to identify factors influencing consumers’ attitudes and purchase intention toward organic food in the Saudi context. The data used here were collected from 147 participants by using structured questionnaires. Structural equation modelling and partial least square (SmartPLS) were used to analyze the data collection. The results show that issues relating to food quality and scepticism influence consumers’ attitudes toward organic food. Interestingly, organic food knowledge and health consciousness are not significant in influencing consumer attitudes toward organic food. Besides, none of the moderating effects were significant (e.g., food safety and price) regarding the relationship between consumer-attitude and purchase intention toward organic food. The results will help marketers and organic food retailers to understand better consumer’s behaviour, build their marketing strategy and make advantageous decisions.

scholarly journals Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

2014 ◽  
Vol 1 (4) ◽  
pp. 1-8 ◽  
Author(s):  
Raja Ahmed Jamil ◽  
Syed Rameez ul Hassan
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
Key Factors ◽  
Marketing Environment ◽  
Strong Product ◽  
Intent To Purchase ◽  
Intention To Purchase ◽  
Consumer Purchase Intention ◽  
Product Perception

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country origin of celebrity. In the study consumer celebrity relationship is assessed and confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed.

scholarly journals Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions, Under the Moderating Effect of Gender, Malaysian Context

2021 ◽  
Vol 9 (8) ◽  
pp. 108-124
Author(s):  
Mohammad Shadah
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Source Credibility ◽  
Marketing Strategies ◽  
Moderating Effect ◽  
Sampling Techniques ◽  
Key Factors ◽  
General Management ◽  
Research Findings ◽  
Convenience Sampling

This study seeks to identify the source credibility of social media influencers that impact customer's purchase intention under the moderating effect of gender. It adopts the Ohanian model of sources credibility and Kamins, Michael A.'s "match-up" hypothesis. The conceptual model includes (purchase intention” source credibility” trustworthiness” attractiveness” expertise “gender and product match-up). The researchers employed online surveys to collect responses on the criteria in the current study, which took a quantitative approach, using convenience sampling techniques. A total of 231 responses were received after data cleaning, 209 responses were accepted. SmartPLS 3, were used for data analysis. The research findings show that expertise, attractiveness, and match-up are the key factors that influence customers' purchase intention and describe the customer's perception of influencers, except for trustworthiness, which suggests that Malaysian customers are aware of the authenticity issues of social media influencers. This study also revealed that there is no moderating effect across gender regarding social media influencers except for trustworthiness. The study has implications for general management as social media influencer has a powerful impact on effective communication and marketing strategies.

scholarly journals The Linking of Brand Personality, Trust, Attitude and Purchase Intention of Halal Cosmetic in Indonesia; A Conceptual Paper

2018 ◽  
Vol 7 (4.38) ◽  
pp. 1292
Author(s):  
Nurafni Rubiyanti ◽  
Zurina Mohaidin
Keyword(s):  
Purchase Intention ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Market Opportunity ◽  
Cosmetic Products ◽  
Factors Influencing ◽  
Cosmetic Industry ◽  
Consumer Purchase Intention ◽  
Conceptual Paper ◽  
Significant Factors

The growth of Indonesian cosmetic industry opens the market opportunity for halal cosmetic. Most of cosmetic industry is dominated by international brands otherwise local brands take the opportunity of the niche market by offering halal cosmetic products. To strive in the competition among companies, they must have a good strategy in sell the product to consumers. A broad exploration of previous research was conducted, and found that it is important for company to understand the consumer purchase intention. It was found that brand personality, trust, and attitude were considered become significant factors influencing the purchase intention. It is hoped that this conceptual paper will trigger better understanding on what factors influence purchase intentions of purchasing Halal cosmetic products.  

Influence of Trust and Affect on Brand Loyalty and Brand Performance

2014 ◽  
pp. 104-120
Author(s):  
Madhupa Bakshi ◽  
Prashant Mishra
Keyword(s):  
Conceptual Model ◽  
Brand Loyalty ◽  
Brand Management ◽  
Strong Impact ◽  
Brand Performance ◽  
Attitudinal Loyalty ◽  
Brand Building ◽  
Indian Context ◽  
The Media

Television channels in India are multiplying every day, and there is intense competition to garner viewers. In this tussle, brand building becomes essential, and garnering customer loyalty is essential to stay in the market. In this context, this chapter explores the role of trust and affect in creating loyalty and influencing brand performance of television channels in the Indian context. The conceptual model is an adaptation of Chaudhuri and Holbrook's (2001) chain of effects study of trust, affect, purchase loyalty, and attitudinal loyalty. This chapter also reviewed journalism literature, and certain constructs were adapted from such studies so there is an amalgam of both brand building and journalism disciplines to give validity to the application of the conceptual model for television channels. The results indicate that affect creates a strong impact on brand loyalty, and loyalty also has a strong impact on brand performance. The strength of the chapter lies in the fact that it applies brand management principles to the media sector where the industry follows such practices but academic studies are very few in number.

Analyzing the purchase intention of Peruvian maca

2019 ◽  
Vol 14 (1) ◽  
pp. 91-112
Author(s):  
Gina María Maria Pipoli de Azambuja ◽  
Iñaki García-Arrizabalaga ◽  
Gustavo Rodríguez-Peña
Keyword(s):  
Purchase Intention ◽  
International Marketing ◽  
Positive Association ◽  
Marketing Strategies ◽  
Content Type ◽  
Promotion Policies ◽  
Consumer Purchase Intention ◽  
The Usa ◽  
Product Image ◽  
Product Familiarity

Purpose This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity. Design/methodology/approach To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA. Findings There is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru. Research limitations/implications The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level. Practical implications This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca. Social implications The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru. Originality/value The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.

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