scholarly journals Brand Communication during an Unprecedented Time

Author(s):  
Muskan Varma

All of us are stuck in dilemmas due to this unprecedented period. With people even brands are grappling to secure their routine, employees, customers and profits. Hence, the objective of the study is to focus on how brands need to communicate during pandemics. Both internally (employees/managers /BOD/etc) and externally (customers/ suppliers/ public group/etc). The methodology used is survey, which was target to Indian consumers only. Backed up with secondary data.

Jurnal VICIDI ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 47-63
Author(s):  
Maria Laura Laurentine Judianto

Ethereal is a brand that sells handmade soap with an environmentally friendly concept, which puts forward natural ingredients that are safe for the skin and the environment. The design of the brand campaign and its promotional media is made as a means to communicate the value and products offered and to increase Ethereal brand awareness to potential consumers. The method used is primary data collection through interviews with three experts and three extreme users and distribution of questionnaires to 100 people who are using handmade soap. Research is also supported by literature studies, books, journals and previous research as secondary data. The results of the design are in the form of a campaign strategy and the selection of promotional media used, in accordance with the input and suggestions obtained from the results of interview trials and questionnaires.   Keywords: Brand Campaign, Brand Awareness, Promotional Media, Environmentally Friendly, Handmade Soap


Author(s):  
Mahdi Rajabi ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychological reasons behind the Indian consumers' preferential patterns of the levels of advertising adaptation. A 2 (local celebrity, global celebrity) x 2 (local verbal cues, global verbal cues) full factorial between-subjects experiment is set up with 219 Indian consumers. Ethnocentrism is measured at the individual level. Results show that highly ethnocentric individuals respond more positively (attitude towards the ad and self-brand congruity) to localization and glocalization advertising strategies compared to a globalization strategy, while lowly ethnocentric individuals do not respond differently to these strategies. The practical and theoretical implications as well as suggestions for further research are discussed.


Author(s):  
Prabal Chakraborty ◽  
Sidhartha Sankar Laha ◽  
Madhabendra Sinha

Both consumers and corporate houses are paying attention to environmental issues, and green products are gaining momentum as a result. This chapter studies the concept of green marketing along with its important aspects influencing the buying decision of consumers in South Kolkata only. Convenience sampling method was adopted to select the total sample of 266 respondents consisting of 103 males and 163 females with the help of structured open- and closed-ended questionnaires. Both primary and secondary data collection methods were adopted here in this research. Independent variables are environment friendly, packaging, innovative, quality, brand value, and dependent variable is purchase intention. A mixed result is observed regarding perceptions towards green products. Thus, based on such findings, no such generalization can be made and have to consider heterogeneity among culture, demographic, geographical variables, which varies from place to place.


2015 ◽  
pp. 1411-1427
Author(s):  
Mahdi Rajabi ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychological reasons behind the Indian consumers' preferential patterns of the levels of advertising adaptation. A 2 (local celebrity, global celebrity) x 2 (local verbal cues, global verbal cues) full factorial between-subjects experiment is set up with 219 Indian consumers. Ethnocentrism is measured at the individual level. Results show that highly ethnocentric individuals respond more positively (attitude towards the ad and self-brand congruity) to localization and glocalization advertising strategies compared to a globalization strategy, while lowly ethnocentric individuals do not respond differently to these strategies. The practical and theoretical implications as well as suggestions for further research are discussed.


2019 ◽  
Vol 28 (3S) ◽  
pp. 802-805 ◽  
Author(s):  
Marieke Pronk ◽  
Janine F. J. Meijerink ◽  
Sophia E. Kramer ◽  
Martijn W. Heymans ◽  
Jana Besser

Purpose The current study aimed to identify factors that distinguish between older (50+ years) hearing aid (HA) candidates who do and do not purchase HAs after having gone through an HA evaluation period (HAEP). Method Secondary data analysis of the SUpport PRogram trial was performed ( n = 267 older, 1st-time HA candidates). All SUpport PRogram participants started an HAEP shortly after study enrollment. Decision to purchase an HA by the end of the HAEP was the outcome of interest of the current study. Participants' baseline covariates (22 in total) were included as candidate predictors. Multivariable logistic regression modeling (backward selection and reclassification tables) was used. Results Of all candidate predictors, only pure-tone average (average of 1, 2, and 4 kHz) hearing loss emerged as a significant predictor (odds ratio = 1.03, 95% confidence interval [1.03, 1.17]). Model performance was weak (Nagelkerke R 2 = .04, area under the curve = 0.61). Conclusions These data suggest that, once HA candidates have decided to enter an HAEP, factors measured early in the help-seeking journey do not predict well who will and will not purchase an HA. Instead, factors that act during the HAEP may hold this predictive value. This should be examined.


VASA ◽  
2017 ◽  
Vol 46 (6) ◽  
pp. 484-489 ◽  
Author(s):  
Tom Barker ◽  
Felicity Evison ◽  
Ruth Benson ◽  
Alok Tiwari

Abstract. Background: The invasive management of varicose veins has a known risk of post-operative deep venous thrombosis and subsequent pulmonary embolism. The aim of this study was to evaluate absolute and relative risk of venous thromboembolism (VTE) following commonly used varicose vein procedures. Patients and methods: A retrospective analysis of secondary data using Hospital Episode Statistics database was performed for all varicose vein procedures performed between 2003 and 2013 and all readmissions for VTE in the same patients within 30 days, 90 days, and one year. Comparison of the incidence of VTEs between procedures was performed using a Pearson’s Chi-squared test. Results: In total, 261,169 varicose vein procedures were performed during the period studied. There were 686 VTEs recorded at 30 days (0.26 % incidence), 884 at 90 days (0.34 % incidence), and 1,246 at one year (0.48 % incidence). The VTE incidence for different procedures was between 0.15–0.35 % at 30 days, 0.26–0.50 % at 90 days, and 0.46–0.58 % at one year. At 30 days there was a significantly lower incidence of VTEs for foam sclerotherapy compared to other procedures (p = 0.01). There was no difference in VTE incidence between procedures at 90 days (p = 0.13) or one year (p = 0.16). Conclusions: Patients undergoing varicose vein procedures have a small but appreciable increased risk of VTE compared to the general population, with the effect persisting at one year. Foam sclerotherapy had a lower incidence of VTE compared to other procedures at 30 days, but this effect did not persist at 90 days or at one year. There was no other significant difference in the incidence of VTE between open, endovenous, and foam sclerotherapy treatments.


2018 ◽  
Vol 26 (1) ◽  
pp. 95-111
Author(s):  
Sulastiningsih Sulastiningsih ◽  
Rizka Imanita Sholihati

This study aims to determine whether the financial performance measured by using CAR, ROA, LDR, BOPO, and CSR can affect the value of banking companies as measured by using PBV. This study uses secondary data taken from the annual report of banking companies during the year 2012-2016 listed on the Indonesia Stock Exchange. The number of samples of this study as many as 25 banking companies with a total of 125 data. This research method is quantitative research. The results of this study indicate the effect of CAR, ROA, LDR, BOPO, and CSR variables on firm value measured by using PBV in a banking company listed on the Indonesia Stock Exchange. Keywords: CAR, ROA, LDR, BOPO, CSR, PBV


Sign in / Sign up

Export Citation Format

Share Document