Brand Performance Analysis of Selected Casual Dining Restaurants In the Philippine’s National Capital Region: Basis for Proposed Strategic Brand Mechanism Model

Sustainability issues for the Philippine casual dining restaurants have been a widespread problem in the current condition of the pandemic. This paper aimed to propose a business approach, with brand standardization and recalibration, to be able to succeed competently in the market. In order to ensure that customer attitudes fulfil their satisfaction and desire, different drivers of brand success, such as marketing, innovation, service qualities, and corporate social responsibility, are essential. A quantitative-descriptive approach was employed with a Cronbach's alpha coefficient yielded a value of 0.982 with 510 respondents located in the National Capital Region with 46 survey questions. The analysis was done using the Spearman Rho Correlation and Analysis of Variance (ANOVA). The findings revealed that there is no significant relationship between the drivers of brand performance and customer attitudes towards brand preference. Furthermore, the findings have shown that the null statement of the large disparity between the customer profiles was rejected and said that at least one of the two samples has a substantially different meaning. The study depicted a brand standard mechanism model which composed of six brand dimensions, namely Brand Management, Brand Service Performance, Brand Safety Protocols and Sanitation, Brand Technical and Operational Design, Brand Menu Selection and Pricing, and Brand Awareness and Sustainability as part of Strategic Brand Mechanism for Casual Dining Restaurants. It is concluded that the well-being and hygiene of casual dining restaurants have been the most difficult in light of the current standard customer support and satisfaction. It is also inferred that the preferences and happiness of the consumer impact.

Peran Brand Trust dan Brand Reputation dalam Menguatkan Pengaruh Brand Awareness terhadap Brand Performance Kasus pada Langit Musik

This study aims to analyze the factors that affect the brand performance of Langit Musik service with brand awareness as an exogenous variable. Brand awareness is hypothesized to affect brand performance either directly or indirectly. The entire hypothesis proposed forms a research framework in the structural equations (SEM) model. Empirical data was obtained through an online survey of 238 respondents who answered 24 questionnaire questions in full. The selection of respondents was determined by a non-probability sampling approach from users who have used and are using Langit Musik service in Indonesia. The software used to perform a series of statistical tests informs that all indicators used meet the criteria of validity and reliability, the research model meets the match criteria, the seven hypotheses submitted, the whole is accepted based on the t-significance test, and produces strong factors. The three variables and their expansion have a positive and significant effect on brand performance. The biggest influence of variables on consecutive brand performance is brand awareness, brand reputation, brand trust. To improve performance, Langit Musik can increase its promotion so that people can get to know langit musik service. The next study is expected to expand the variables one of which is purchase decisions placed after the brand performance variable in order to improve the hypothesis of the model.

The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective

<p>Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships. Results highlight the influence of advertising and social networking upon relationships, and confirm that a consumer’s connection with a brand impacts brand performance. In doing so the manner in which customer relationships are developed and maintained from a consumer perspective is identified, as well as the benefits of relationships for brand owners. This thesis focuses on customer relationships from a consumer perspective. Specifically, it examines the process by which individual consumers build and maintain relationships with brands through communication. Bringing together elements of relationship marketing and branding theory, the underlying purpose is to identify key factors influencing a consumer’s perceived relationship with a brand and determine their measurement. The literature suggests that individual consumers form a connection with brands, seeing them as relationship partners (Fournier, 1998). They do so to varying extents, depending on the brand. The relevance of a brand to a consumer, therefore, extends further than brand image or the signals associated with a brand. Relationships between consumers and brands involve an emotional connection. A consumer’s perceived connection with a brand then influences the manner in which they behave regarding that brand ...</p>

The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective

<p>Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships. Results highlight the influence of advertising and social networking upon relationships, and confirm that a consumer’s connection with a brand impacts brand performance. In doing so the manner in which customer relationships are developed and maintained from a consumer perspective is identified, as well as the benefits of relationships for brand owners. This thesis focuses on customer relationships from a consumer perspective. Specifically, it examines the process by which individual consumers build and maintain relationships with brands through communication. Bringing together elements of relationship marketing and branding theory, the underlying purpose is to identify key factors influencing a consumer’s perceived relationship with a brand and determine their measurement. The literature suggests that individual consumers form a connection with brands, seeing them as relationship partners (Fournier, 1998). They do so to varying extents, depending on the brand. The relevance of a brand to a consumer, therefore, extends further than brand image or the signals associated with a brand. Relationships between consumers and brands involve an emotional connection. A consumer’s perceived connection with a brand then influences the manner in which they behave regarding that brand ...</p>

The incorporation of Mainland Chinese tourists' experiences into the Taiwan hotel branding process

PurposeThe purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance in Taiwan upscale hotels, focusing on mainland Chinese tourists.Design/methodology/approachThe structural equation modeling (SEM) analysis was used to conduct questionnaire analysis. This study examined data collected from Chinese tourists who stayed at Taiwan upscale hotels.FindingsThe brand experience of an upscale hotel brand can affect its brand image, product attributes, brand loyalty and customer satisfaction. By investigating the moderating effect of brand experience, the study revealed the brand image perceptions of hotel guests with a positive brand experience to significantly influence non-financial brand performance. The product attribute perceptions of hotel guests with a more positive brand experience were also found to have a more significant effect on nonfinancial brand performance.Originality/valueIn the highly competitive hotel industry, the application of brand experience to marketing practice has drawn much industry attention. There is a strong possibility that upscale hotel companies will eventually find value in adopting the measurement instruments and suggestions presented here to assess and guide their marketing practices.

Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention

The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention.

Green Attributes in Young Consumers’ Purchase Intentions: A Cross-Country, Cross-Product Comparative Study Using a Discrete Choice Experiment

As consumption behavior is one of the key human activities destabilizing the Earth system, green consumption is expected to increase. However, although consumers often show interest in green consumption, they tend to choose non-green alternatives. Presuming that one of the reasons for their inconsistency lies in the trade-offs between green attributes and other attributes (e.g., brand, performance, and price), this study adopted a discrete choice experiment to understand how green attributes play a role in consumers’ purchase decisions. To obtain a deeper understanding, the study conducted a cross-country (young Japanese [n = 370] and Vietnamese [n = 403] consumers) and product (water bottles and T-shirts) comparative analysis. The findings showed that for both products, Japanese respondents were less appreciative of green attributes in both relative and absolute terms than Vietnamese respondents. Furthermore, the marginal willingness to pay (MWTP) for a low environmental impact was the highest among the other attributes in both products for Vietnamese respondents, while this was not the case for Japanese respondents. Utilizing the findings obtained from the conditional logit models and MWTP, this study proposes several policy implications for the promotion of green purchases suitable for each country’s unique situation.