The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

Social Media Strategy: The Use of Social Media in Stationery Business to Reach Gen Z

In the creative industry world, many start-up stationery businesses have started to emerge which still have an audience base. The main target market is Gen Z teenagers who are actively using social media. To be able to reach Gen Z, the right marketing strategy is needed to create brand awareness of the stationary business. Therefore, it is necessary to study literature on social media strategies, brand communication and Gen Z behavior in using social media. From the results of the literature study, it can be said that social media content that is simple, relevant, and repeatable is effective in building relationships between stationery and consumers on social media. It is hoped that with optimal use of social media, brand awareness of the stationary business will also increase. Keywords: Social Media Strategy, Gen Z, Brand Communication

Purpose-Driven Marketing Wars

Purpose is a definitive statement about the difference that a brand is trying to make in the world. It is becoming more and more popular every day, especially because Gen Y and Gen Z are more interested in economic, political, environmental, and social problems in the world. The interest and sensitivity of these issues have also been reflected in marketing and brand communication. In this context, purpose-driven marketing is a marketing perspective and trend that aims to connect brands with their consumers through their brand purpose. The implications of all these in the field of marketing have begun to be seen in Turkey, too. In particular, brands in the dishwashing detergent market have entered a purpose-driven marketing war with each other, so to speak. Finish, Fairy, and Pril have made purpose-driven marketing campaigns in Turkey. So, in this chapter, Water of Tomorrow by Finish, Don't Waste by Fairy, and Together at the Table by Pril campaigns are examined within the scope of purpose-driven marketing as case studies.

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services,to have a loyal stakeholder. However, thereseemsto be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa.As a result, this paper summarises the findings of a pilot study to establish the validity and reliability of a questionnaire used to examine Generation Y students' perceptions of brand communication, brand satisfaction and service quality related to brand loyalty in Gauteng TVET colleges. Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication. Additionally, there were questions concerning the quality of service, brand selection and brand loyalty. Finally, all scale items were modified to be more contextually relevant.The questionnaire used a six-point Likert scale, with 1 indicating strong disagreement and 6 indicating strong agreement. The questionnaire was piloted with a convenience sample of 50 students not included in the primary study's sampling frame. Finding - The overall number of respondents (46) was insufficient to undertake extensive statistical testing. As a result, only frequency and correlation coefficients were computed. Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlationsbetween service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept. As a result, all construct items were kept for use in the main study. Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty. Type of Paper - Empirical Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Technical and Vocational Training JEL Classification: M31, I23, I29

Storytelling and retromarketing: strengthening brand communication

Brands are becoming more aware of the importance of adding value to their products through storytelling. The aim of this article is to raise awareness of the power of storytelling and retromarketing to enhance the effectiveness of brand communication strategies and increase customer loyalty. The study consisted of an analysis of the chemicals produced in the brain during the telling of different types of stories and their influence on consumer behaviours, and of brand archetypes, based on the work of Carl Jung in this area. The study also conducted a review of experiments that demonstrate the economic value of storytelling and retromarketing narratives. The results show that storytelling and retromarketing enhance brand uniqueness and create a deeper, more genuine relationship between companies and customers. This emotional connection may be achieved when storytelling is targeted at a specific audience as part of a larger marketing strategy.

Pengaruh Keterlibatan Merek, Komunikasi Merek, Dan Interaktivitas Merek Pada Keterikatan Merek Media Sosial

This study aims to explain the effect of brand involvement, brand communication, and brand interactivity on brand engagement J.CO Indonesia Instagram. The population of this study is J.CO Donuts & Coffee customers, and the sample is J.CO Donuts & Coffee customers that follow company official Instagram. Using purposive sampling technique, a total of 120 respondents is asked to fill the questionaire as main survey data sources. The results show that partially Brand Involvement has a positive and significant effect on Social Media Brand Engagement, Brand Communication has a positive and significant effect on Social Media Brand Engagement, and Brand Interactivity has a positive and significant effect on on Social Media Brand Engagement, and simultaneously Brand Involvement, Brand Communication, and Brand Interactivity have a positive and significant effect on Social Media Brand Engagement.

Transcultural brand communication: Disneyland’s social media posts from USA to Hong Kong and Shanghai

The paper attends to the increasingly heated debate on the local, the global versus the glocal approaches in transcultural brand communication with an examination of how Disneyland performs emotional branding on social media across US to Hong Kong and Shanghai. Integrating insights from brand communication with linguistics, the present study develops a framework to examine how Disneyland builds emotional attachment of the public to the brand via brand personality appeals and use of interactional features. It is found that on a global-local continuum, brand personality traits exhibit strong globalization propensity whereas interactional features demonstrate strong localization tendency in Hong Kong and Shanghai. Variations also exist in the means of emotional branding between Hong Kong and Shanghai. Finally, the paper provides an account for the differences between Hong Kong and Shanghai and concludes that neither the local approach nor the global approach but the glocal approach can tackle the challenge of transcultural brand communication and that future studies in this area should be oriented further to uncovering the global-local nexus in the process.

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

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.