Building Brand Relationship Through Millennial Generation Behaviors: Marketing Strategy on Instagram

The theme of this research is the preparation of a marketing strategy in social media by considering the market and considerations of the aforementioned social media platforms. This study aims at the behavior of the intended target market and the development of suitable methods for that market to improve the performance of content development on Instagram social media. This research is based on the theory that has been put forward by marketing experts and business innovation which can be applied simply in the marketing activities held. The close relationship between the brand and the target market will show the role of communication through targeted marketing activities, especially in Indonesia. Keywords: Brand, Target Market, Instagram, Communication, Marketing Strategy.

The Role of Brand and Fan Personalities in Building Fan-Brand Relationships

Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of communication and interaction. This research aims to investigate the impact of brand personality and fan personality on fan- brand relationships. Mixed methods were conducted that employed in-depth personal interviews with football professionals and fans to gain better insights regarding consumer-brand relationships and to develop a conceptual framework and research hypotheses. Then, a quantitative phase has been followed to test these hypotheses. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The findings have shown that brand personality and fan personality have a positive impact on each of interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy as consumer-brand relationship dimensions in the football context.

Multisensory VR Experiences in Destination Management

The rapid development of information and communication technologies (ICTs) and the high level of consumer acceptance have made it increasingly complex to retain loyal customers. Virtual Reality (VR) has become a solution that allows tourism providers to design technology-enhanced experiences along the entire customer journey. While most VR offers focus on pre-travel experiences, the potential of VR in the post-travel phase is still little explored. Considering that multisensory tourism experiences contribute to memory formation, the multisensory extension of VR (4D VR) in post-travel experiences is of interest. Thus, through a quantitative field experiment, this study aims to detect what effect the stimulation of different senses during the use of VR has on the overall experience and how this influences the brand relationship quality. The results revealed elevated levels of technology acceptance, which consequently enhances the traveler’s overall VR experience. The multisensory component positively affects one realm of an experience in the area of escapism and thus correlates with the overall experience. However, there is no significant difference between 3D and 4D regarding the level of brand relationship quality. The study expands the literature on 4D VR experiences and supports tourism practitioners in the implementation to strengthen the relationship between a destination and its guests.

PEMANFAATAN WADAH BERBAGI PENGETAHUAN DAN KUALITAS MEREK TERHADAP PERILAKU LOYALITAS KONSUMEN

In this study, a brand of herbal medicine called Red Kank (cancer suppression) which was originally described strongly as a cancer reducer but has now evolved into something more than cancer-fighting products, such as health and beauty products. This strategic step has not been able to answer whether it leads to the company's success, but it opens the possibility to assess the quality of brand relationships, use of knowledge sharing platforms and their impact on consumer loyalty behavior Red Kank. Primary data were collected using purposive sampling technique from customers in Jakarta, Bekasi, Surabaya and Balikpapan. The results were then run with lisrel 8.7 and analyzed by Structural Equation Modeling (SEM). Statistical results show that the quality of the brand relationship is closely related to the image of the quality of the product itself. Therefore, the company's strategy to diversify, begins with increasing understanding of product brands to become company brands.

Global vs local: analysis of the consumer-brand relationships in India

PurposeThe purpose of this study is to analyze two global brands (i.e. Benetton and Tommy Hilfiger) and one Indian brand (i.e. Wills Lifestyle) in terms of general brand impression, brand specific associations and brand commitment. In addition, the study investigates how the regional differences in India and Indian consumers' affinity towards global brands influence the consumer-brand relationships.Design/methodology/approachThe research framework has been developed based on consumer-brand relationship theory. The consumer–brand relationship is an important indicator of the success of brands, especially when brands attempt to expand to other markets (Roper and Parker, 2006; Bastos and Levy, 2012). Three brand types were chosen for this study. The choice of the US global brand is Tommy Hilfiger, the European global brand is United Colors of Benetton, and the Indian domestic brand is Wills Lifestyle. The study utilized a repeated measure (split-plot) design involving more than two independent groups. A split-plot analysis of variance analyses a design in which a repeated measure (i.e. within subjects) factor is crossed with a between-subjects (i.e. treatment variable) factor.FindingsThe results confirm the importance of global brands over local brands in the Indian apparel consumer market. This study also examined how Indian consumers' affinity for global brands influences their evaluation of the global brands and the local Indian brands.Originality/valueThe study expands the literature on Indian consumer brand preferences through the investigation of three brands. The theoretical background of the study is the consumer-brand relationship theory that explains the importance of consumer–brand relationship when brands attempt to expand to other markets.

The aftermath of a brand transgression: the role of brand forgiveness and brand evangelism

Purpose This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF. This provides relevant information to managers to seek strategies to obtain forgiveness from consumers in case the unfortunate happens. Not only must they seek to obtain forgiveness but also seek ways to ensure BE of their brands. These act as buffers for the brands in case a transgression happens. Design/methodology/approach Using a survey approach, this study tests whether forgiveness mediated the relationship between BT and BRQ. Also, whether BE mediated the relationship between BT and BRQ was examined. The test was conducted using PROCESS bootstrapping method (Model 4 of Hayes [2018]). Findings Consistent with the predictions, this study finds that, following a BT, consumers engage in BE and BF to maintain the relationship they have already established with their brands. Originality/value This study extends the existing literature by showing that after a BT, response from consumers may take different forms. The consumer’s response or the relationship with the brand may be affected by whether the consumer forgives the brand or evangelizes about the brand. Based on the cognitive dissonance theory, the results of this study imply that, forgiveness and BE act as important mechanisms in understanding consumer-brand relationships after brands act unacceptably. Further, this study contributes to the social media brand management literature by investigating a real-world BT case of social media.