The Impact of Viral Branding on SME's Brand recognition in the GCC

2019 ◽  
Keyword(s):  
Brand Recognition ◽  
The Impact

scholarly journals The Impact of Competitive Markets on Recruiting: Lessons from Collegiate Athletics

2018 ◽  
Vol 79 (1) ◽  
pp. 25-35
Author(s):  
Cary A. Caro
Keyword(s):  
High School ◽  
Labour Market ◽  
College Athletics ◽  
College Football ◽  
Collegiate Athletics ◽  
High School Athletes ◽  
New Markets ◽  
Brand Recognition ◽  
Football Programs ◽  
The Impact

AbstractConference realignment in NCAA college athletics impacted traditional rivalries and affiliations as it took shape from 2010 to 2013. As schools traded conferences, their college football programs were left to compete against new foes, and in new markets for high school athletes. The impact of brand recognition, prestige, and new conference affiliation on recruiting are examined herein. The findings of the market competitive externalities are important for every labour market in which business opt to compete.

KaBloom!: Revolution in the flower industry

2011 ◽  
Vol 14 (1) ◽  
pp. 61-77
Author(s):  
Gina Vega ◽  
Collette Dumas ◽  
Beverly Kahn ◽  
Jafar Mana
Keyword(s):  
Supply Chain ◽  
Organizational Structure ◽  
Leadership Styles ◽  
Exponential Growth ◽  
Business Models ◽  
Environmental Changes ◽  
Chain Management ◽  
Business Sustainability ◽  
Brand Recognition ◽  
The Impact

David Hartstein started KaBloom in 1998 with the goal of creating “the Starbucks of Flowers.” He successfully built brand recognition for the gardenlike shops, but problems plagued the young organization. Nearly three years and one recession later, KaBloom failed to live up to Hartsteinʼs forecast of exponential growth. This case has been designed for a graduate-level course in entrepreneurship/innovation. Students can compare franchising with other business models, examine the impact of organizational structure and leadership styles on business effectiveness, relate issues of supply chain management and logistics to environmental changes, and recognize the impact of innovation on business sustainability.

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

scholarly journals Product placement in computer/video games: an analysis of the impact on customers purchasing decision

2019 ◽  
Vol 15 (3) ◽  
pp. 60-70
Author(s):  
Angelina Chernikova ◽  
Murilo Branco
Keyword(s):  
Virtual Reality ◽  
Video Games ◽  
Video Game ◽  
Purchase Intention ◽  
New Technologies ◽  
Product Placement ◽  
Theoretical Contribution ◽  
Brand Recognition ◽  
The Impact

The video game and virtual reality became a new way of doing marketing considering their growing popularity and the advances of new technologies in the past few decades. In this paper is presented a research that investigates the impact of product placement in video games on gamers’ decisions on the purchase of goods from advertised. This research is focused on two of the most played games nowadays: FIFA 19 and Final Fantasy XV. A survey with 465 respondents was conducted to understand the antecedents that impact the purchase decision considering the stimulus originated from the product placement. To conduct the survey, a framework was designed based in the extant literature reviewed and finally considering the constructs of product placement, quality of virtual reality, brand recognition, brand familiarity, emotional response and purchase frequency. The results of the study suggest that gamers generally respond positively towards product placement and that product placement can indirectly impact emotional responses that will impact on consumer’s purchase intention. Hence, advertising in the video game enhances brand recognition and the perception of virtual reality. The framework presented in this paper represents the theoretical contribution of this paper, relating different concepts in the theory of product placement to the purchase intention. Therefore, the findings on this paper can help managers to find the best way to reach customers by improving the product placement strategy in the video games.

Show products or show people: an eye-tracking study of visual branding strategy on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lijie Zhou ◽  
Fei Xue
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
First Person ◽  
Optical Elements ◽  
Content Type ◽  
Brand Recognition ◽  
Third Person ◽  
The Impact ◽  
Fixation Frequency

Purpose This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored. Design/methodology/approach The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition. Findings Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration. Originality/value This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

Branding influence on consumer behaviour regarding olive oil

2019 ◽  
Vol 48 (2) ◽  
pp. 152-156 ◽  
Author(s):  
Sotiria Baziana ◽  
Eirini Tzimitra-Kalogianni
Keyword(s):  
Olive Oil ◽  
Social Life ◽  
Agricultural Product ◽  
Oil Market ◽  
Brand Recognition ◽  
Small Market ◽  
Key Factor ◽  
Oil Sector ◽  
The Impact

Olive oil is a traditional agricultural product for Greece and holds a remarkable place in the food industry, as well as a great importance for the economic and social life of the country. However, although Greece produces olive oil of high quality, the small market share of branded products hampers the competitiveness of the olive oil sector. Therefore, branding in the olive oil market is emerging as a key factor in boosting the competitiveness of the industry. The aim of this thesis is to investigate the impact of branding on the behaviour of Greek consumers towards olive oil products. The survey involved 488 consumers in Thessaloniki city. According to the research results, based on correlation test and t-test, it has been established that the preference for an olive oil brand is associated with increased brand awareness and higher levels of loyalty. Finally, it was found that higher consumption of olive oil is associated with a higher degree of brand recognition and stronger perceptions of its superiority to competitors. Based on the findings of the study, it can be concluded that the enhancement of the competitiveness of the sector, both domestically and internationally, can contribute the adoption of integrated branding strategies aimed at diversifying Greek products from competition, promoting their qualities and attracting long-term loyal customers.

Female Portrayals in Advertising and Its Impact on Marketing Communication—Pieces of Evidence from India

2014 ◽  
Vol 39 (4) ◽  
pp. 438-448 ◽  
Author(s):  
Shyama Kumari ◽  
Shradha Shivani
Keyword(s):  
Census Data ◽  
Brand Image ◽  
Participation Rate ◽  
Consumer Evaluations ◽  
Consumer Responses ◽  
Brand Recall ◽  
Message Strategy ◽  
Brand Recognition ◽  
New Findings ◽  
The Impact

Researchers in different parts of the world have shown great concern on gender stereotyping in advertising. However, very few studies have analyzed the effect of such a message strategy on consumers, more so in the case of India. As per the census data, there is an increase in the literacy rate, education status and work participation rate of women in India. Therefore, it is imperative to assess the consumer responses towards the appropriateness of such a message strategy. A structured questionnaire was administered to 450 respondents comprising males and females in the age group of 20–50 years in the Delhi region. Consumer responses were evaluated to understand the effect of female portrayals in advertising on the dimensions of the following: preference for advertisement, attitude towards the advertisement (with respect to ad liking and believability of the ad), towards the brand (with respect to brand liking, brand recall, brand recognition and brand image) and intention to buy. Demographic factors were also evaluated to assess the impact of female portrayals on consumer evaluations. Several hypotheses were developed and tested in this study. Analysis of variance, T-test, correlation and regression were employed to test the hypotheses. Findings of the study indicate that the portrayal of females in advertisements is associated with ad liking, believability of ad, brand liking, brand recognition, brand recall and brand image, and has a lesser impact on intention to buy. The study also reports new findings on female portrayal and communication impact. Implications for marketing practitioners have also been discussed in the article.

Formation of Lunar Craters and Bright Rays as a Result of Meteorite Impacts

1962 ◽  
Vol 14 ◽  
pp. 415-418
Author(s):  
K. P. Stanyukovich ◽  
V. A. Bronshten
Keyword(s):  
Explosive Charge ◽  
The Moon ◽  
Meteorite Impacts ◽  
The Earth ◽  
Lunar Craters ◽  
The Impact

The phenomena accompanying the impact of large meteorites on the surface of the Moon or of the Earth can be examined on the basis of the theory of explosive phenomena if we assume that, instead of an exploding meteorite moving inside the rock, we have an explosive charge (equivalent in energy), situated at a certain distance under the surface.

Sign in / Sign up

Export Citation Format

Share Document