BRAND MANAGEMENT PRO-SOCIAL ACTIVITIES AS AN EFFECTIVE ELEMENT OF IMAGE STRATEGY

The aim of this article is to research the effectiveness of pro-social actions in the building of a brand image and if it really might be an effective determinant of marketing actions – which has an influence on consumer choices: chosen aspects of pro-social actions used in the strategies of NIVEA and Rossmann drugstores are explored here. In addition, analyzes of pro-social actions during pandemic was carried out. It is proved that companies which took a part in relief efforts during the crisis were appreciated by consumers; which helped when it came to creating brand value. The most important question seems to be not “Whether to invest in CSR?” but “How to invest?” This issue is sure to become the subject of numerous research projects and analyzes in the future.

URGENSI PERSONAL BRANDING BAGI PUSTAKAWAN DI ERA PANDEMI

As a result of the Covid-19 outbreak, libraries must change their habits and order in providing library services. Library services, which were initially carried out in person or on the spot, were turned into online services to facilitate and provide convenience for users and librarians. Librarians are expected to be more creative in creating new innovations in providing online services to users. Librarians must still be able to provide excellent service to users even with various existing limitations, both librarians, infrastructure, and library collections. In the midst of the limitations of excellent service, the librarian is the key to this excellent service. Librarians must have a brand. How the librarian shows brand personality, brand-ability, brand value, and has a stimulus that produces positive perceptions. The brand of personality to build is one that is friendly, cooperative, forgiving, understanding, and good on good terms with other people. Librarians must also hone their brand personality in terms of being systematic, careful, thorough, responsible, and disciplined. Librarians should also have less negative emotionality, so that they are relatively balanced, calm, steadfast, and feel safe. Librarians must be sociable, articulate, assertive, and open to new relationships. besides that the librarian must have a high, to listen to new ideas and change ideas. The brand of librarian abilities that must be built is solving problems systematically, being able to find and finding creative and original ideas, managing people, coordinating with other people or teamwork, regulating and controlling emotions, being able to draw decisions, under any conditions, have a service or service orientation, negotiate, have cognitive flexibility or are able to think spontaneously in response to adjusting to situational needs. The librarian's brand value that must be built is the value of integrity and leadership. In terms of integrity, librarians must value honesty in speaking and acting; be able to balance/be consistent between thoughts, words, and actions; fair in treating others; have a high dedication to the institution; can always be trusted in carrying out the mandate and carrying out daily tasks. In addition to leadership, librarians must build teamwork in order to generate new ideas, ideas, suggestions so that work goals can be implemented.

IMPLEMENTATION OF A QUALITY STRATEGY BASED ON CUSTOMER SATISFACTION ANALYSIS. CASE STUDY: HOTEL MARKET

The quality of services in hotel management is crucial for the development of brand value and the growth of the customer base. Every hotel should strive not only to improve the quality of services, but also to exceed customer expectations. Such a mentality is very beneficial especially for the field of hospitality management, where competition is constantly increasing.In light of this, a research was carried out, in order to evaluate the quality of services provided within the Alpin hotel unit so that the company can acknowledge customer dissatisfaction and implement the appropriate quality strategy towards positive outcomes

The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia

Globalization and rapid advancements in communication technologies have changed the way people throughout the world communicate with one another. Social media has grown in popularity as a technology that allows companies and consumers to communicate without being physically present. As a result, businesses in a variety of industries have turned to social media marketing (SMM) to boost consumer interactions, brand value and recognition, word of mouth, and sales. However, some socioeconomic and cultural characteristics in a given location have an impact on the usage of SMM. The growth of social media technology has resulted in a surge in social media users in Saudi Arabia, providing the opportunity for fashion businesses to leverage SMM to make great strides in this region. As a result, the current research project seeks to investigate how SMM (SMM) might influence customer purchase decisions in the Saudi Arabian fashion sector. In this respect, a self-administered online survey with a sample size of 106 participants was performed in the Kingdom of Saudi Arabia. According to the study’s findings, there has been an increase in the usage of social media, and clients now prefer to shop online. Fashion businesses have a lot of potential to employ SMM to boost their brand value, awareness, identity, and word of mouth.

Identification of Geographical Origin of Chinese Chestnuts Using Hyperspectral Imaging with 1D-CNN Algorithm

The adulteration in Chinese chestnuts affects the quality, taste, and brand value. The objective of this study was to explore the feasibility of the hyperspectral imaging (HSI) technique to determine the geographical origin of Chinese chestnuts. An HSI system in spectral range of 400–1000 nm was applied to identify a total of 417 Chinese chestnuts from three different geographical origins. Principal component analysis (PCA) was preliminarily used to investigate the differences of average spectra of the samples from different geographical origins. A deep-learning-based model (1D-CNN, one-dimensional convolutional neural network) was developed first, and then the model based on full spectra and optimal wavelengths were established for various machine learning methods, including partial least squares-discriminant analysis (PLS-DA) and particle swarm optimization-support vector machine (PSO-SVM). The optimal results based on full spectra for 1D-CNN, PLS-DA, and PSO-SVM models were 97.12%, 97.12%, and 95.68%, respectively. Competitive adaptive reweighted sampling (CARS) and a successive projections algorithm (SPA) were individually utilized for wavelengths selection, and the results of simplified models generally improved. The contrasting results demonstrated that the prediction accuracies of SPA-PLS-DA and 1D-CNN both reached 97.12%, but 1D-CNN presented a higher Kappa coefficient value than SPA-PLS-DA. Meanwhile, the sensitivities and specificities of SPA-PLS-DA and 1D-CNN models were both above 90% for the samples from each geographical origin. These results indicated that both SPA-PLS-DA and 1D-CNN models combined with HSI have great potential for the geographical origin identification of Chinese chestnuts.

Factors affecting can Tho university’s brand value - approach from students

The study aims to identify factors influencing the brand value of Can Tho University. Research data were collected from 340 students studying at Can Tho University. By applying the exploratory factor analysis (EFA) and multivariate linear regression, the study has indicated factors putting positive impacts on Can Tho University's brand value. They are the university's reputation, training quality, graduate prospects, and alumni. In which, the training quality has the strongest influence on the brand value of the university.

Advertising Agency: the Specific Features of Working in a Competitive Digital Environment

The article is devoted to changes in the advertising market in the field of relationships between its main subjects. The author systematizes the problems that have intensified in connection with sanctions, restrictions and the global crisis caused by the global course of the pandemic 2020–2021. The research focuses on the advertising agency, its new role and functionality. Particular attention is paid to the agency’s work in the most dynamic segment of the advertising market – digital, and new tools, formats and technologies used in agency work. The study reveals a set of problems that arise in the digital environment and are associated, on the one hand, with man-made causes and features of information technologies 3.0, which are not so easy to adapt to solve marketing problems, and on the other hand, with the problems of communication management and updated agency functionality. Such a characteristic feature as transparency, which initially, at the dawn of the digital communication era, was a serious competitive advantage compared to classic advertising media, has now almost disappeared. This limits the possibilities for cooperation between advertisers, advertising distributors, and advertising producers. The movement towards transparency should be supported both at the macro-level of the industry and at the micro-scale of the individual agency, in order to help the agency business maintain its key role in the advertiser’s business and not push it to directly cooperate with advertising carriers, which will lead to a loss of content quality and media placement. In digital communications, the differentiation between the tasks of consistently strengthening the brand value and the tactics of quick advertising for immediate purchase is very serious, since these tasks are solved by completely different – not overlapping-tools. The authors consider integrated marketing in the digital environment as the implementation of the agency’s functions of planning, selecting promotion channels in accordance with the tasks set, budgeting, monitoring efficiency and building work with the subjects of the communication market.