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.

EXPRESS: The Upside of Negative: Social Distance in Online Reviews of Identity-Relevant Brands

Conventional wisdom in marketing emphasizes the detrimental effects of negative online reviews for brands. An important question is whether some firms could more effectively manage negative reviews to improve brand preference and outcomes. To address this question, our research examines how customers respond to online reviews of identity-relevant brands in particular, which have been overlooked in the online reviews literature. Eight studies (field data and experiments featuring consequential and hypothetical behaviors) show that negative online reviews may not be so detrimental for identity-relevant brands, especially when those reviews originate from socially distant (but not socially close) reviewers. This occurs because a negative review of an identity-relevant brand can pose a threat to a customer’s identity, prompting the customer to strengthen their relationship with the identity-relevant brand. To document the underlying process, we show that this effect does not emerge when the review is positive or the brand is identity-irrelevant. Importantly, we identify circumstances when negative reviews can actually produce positive outcomes (higher preference) for identity-relevant brands over no reviews or even positive reviews. By demonstrating the upside of negative reviews for identity-relevant brands, our findings have important implications for marketing theory and practice.

EXTENDED BRAND TO INCREASE BRAND PREFERENCE: THE KEY TO COOPERATIVE SURVIVAL DURING PANDEMIC

According to Undang-Undang (UU) No. 25 of 1992, a cooperative is a business entity composed of individuals or cooperative legal entities. Its activities are based on the principle of cooperatives, and the peoples economic movement is based on the principle of kinship. In Indonesia, cooperatives have successfully become an organization occupying a special position in the structure of the national economy. The principle of kinship owned by cooperatives is a value adopted by the Indonesian people. In addition, as the formal sector in Indonesia, cooperatives are positively affected by their links with the informal sector this link helps the formal sector to solve financial, management and technical skills issues (Majundar and Borbora, 2014). The purpose of the study is to determine which variable is affecting brand preference of cooperative application. This could help cooperative application to improve and achieve more in the competitive market. The research method used in this study is non probability sampling on Surabaya and Jombang. The data processing analysis is using simple and multiple regression with SPSS 22.0 software. The results of this data processing will be conducted wih an in-depth discussion on the characteristic respondents such as gender both men and women, aged 18-60 years old, member of cooperative, have been shopping through mobile application for the last one year, and usually using internet in daily activities. The results of this study shows that there are four hypotheses which all of the hypotheses were accepted. The accepted hypotheses are brand familiarity has a positive effect on brand preference of extension brand with the coefficient regression is 0.233, brand evaluation has a positive effect on brand preference of extension brand with the coefficient regression is 0.702, brand offering has a positive effect on brand familiarity of extension brand with the coefficient regression is 0.881, and brand offering has a positive effect on brand evaluation of extension brand with the coefficient regression is 0.873.

Comparison of the Conventional Approach and Augmented Reality on the Purchase and Selection of Food Products

Packaging is seen as an integral part of the product and it has an important role in attracting consumers’ attention. The role of packaging is to create an expected reaction from the consumers, which affects their perception and choice of products in the buying process. The motivation for the research and writing of this paper was to find out which factors influence the purchase of chocolate the most. The research was done with the purpose of showing whether the same food products have a certain advantage in the process of choosing when presented to a potential consumer on two different media (analog and digital). The paper presents research on how the selected attributes and packaging elements, as well as the application of augmented reality (AR), affect the selection and purchase of one of the most popular food products. According to the obtained results, “Packaging appearance”, “Product Price”, “Brand preference” and “Product advertising” have the strongest influence on customers. The conclusion is that, in the process of choosing the chocolate packaging presented in this research, there is not much difference that depends on the medium those chocolates are presented on.

Shifts in preference for Natural American Spirit and associated belief that one’s own cigarette brand might be less harmful than other brands: results from Waves 1–4 of the Population Assessment of Tobacco and Health (PATH) Study (2013–2018)

IntroductionPeople believe that cigarettes using ‘organic,’ ‘additive-free’ or similar descriptors are less harmful than other cigarettes. Natural American Spirit (NAS) is the most popular US cigarette brand using these descriptors. This cohort study describes changes in US smokers’ odds of preferring NAS and changes in NAS smokers’ odds of believing their brand might be less harmful than other brands.MethodsData come from four waves (2013–2018) of the Population Assessment of Tobacco and Health (PATH) Study. Generalised estimating equations produced population-averaged estimates of relationships between (1) NAS brand preference and wave and (2) belief that one’s own brand might be less harmful than other brands, wave and NAS brand preference. Models tested interactions by age group and sexual minority status.ResultsThe odds that smokers preferred NAS increased by 60% in W4 relative to W1. Disproportionate preference by younger adult and sexual minority smokers was observed. The odds that NAS smokers believed their own brand might be less harmful decreased by 50% between W1 and W4, but this perception was still 16 times higher for NAS compared with non-NAS smokers. Given the increasing preference for NAS, there was no significant change in the absolute number of NAS smokers who believed their own brand might be less harmful (W1: 562 122 (95% CI 435 190 to 689 055) vs W4: 580 378 (95% CI 441 069 to 719 689)).ConclusionsBoth brand popularity and concentration of brand-related harm perceptions are important for understanding population impact of changes in cigarette marketing.

Effectiveness Of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference

The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.

THE INFLUENCE OF ADVERTISING ON CONSUMER PREFERENCE: A STUDY OF GUINNESS FOREIGN EXTRA STOUT AND WILFORT DARK ALE

This study examines the influence of advertising on consumer preference for Guinness Stout and WIlfort Dark Ale. The survey method of research was adopted and 200 literate consumers of the brands under study who reside in Ibadan were purposively selected and sampled. Data collected were analyzed using percentage grade tabulation and correlation analysis. Results show that consumers perceive Guinness Stout adequately advertised and Wilfort Dark Ale under advertised. In terms of quality, consumers rated Guinness Stout adverts higher than that of Wilfort Dark Ale. The study also revealed that advertising influences consumer preference, however, quality (taste) and availability in that order, have greater influence on consumer preference than advertisements. The study concludes that advertisements alone cannot bring about brand preference. It is in this regard, that the following among others were recommended: That producers should ensure that their products are of very good quality and are made available to the people where and when needed. Specifically, Guinness Nigeria. Plc, producers of Guinness Stout should sustain Guinness Stout’s advertisement in terms of quality, reach and frequency, while, Sona Breweries, producers of Wilfort Dark Ale should consider it important to increase its advertisement of Wilfort and extend the advertisement to other media such as radio and television if and when they are ready to expand their market.

THE INFLUENCE OF ADVERTISING ON CONSUMER PREFERENCE: A STUDY OF GUINNESS FOREIGN EXTRA STOUT AND WILFORT DARK ALE

This study examines the influence of advertising on consumer preference for Guinness Stout and WIlfort Dark Ale. The survey method of research was adopted and 200 literate consumers of the brands under study who reside in Ibadan were purposively selected and sampled. Data collected were analyzed using percentage grade tabulation and correlation analysis. Results show that consumers perceive Guinness Stout adequately advertised and Wilfort Dark Ale under advertised. In terms of quality, consumers rated Guinness Stout adverts higher than that of Wilfort Dark Ale. The study also revealed that advertising influences consumer preference, however, quality (taste) and availability in that order, have greater influence on consumer preference than advertisements. The study concludes that advertisements alone cannot bring about brand preference. It is in this regard, that the following among others were recommended: That producers should ensure that their products are of very good quality and are made available to the people where and when needed. Specifically, Guinness Nigeria. Plc, producers of Guinness Stout should sustain Guinness Stout’s advertisement in terms of quality, reach and frequency, while, Sona Breweries, producers of Wilfort Dark Ale should consider it important to increase its advertisement of Wilfort and extend the advertisement to other media such as radio and television if and when they are ready to expand their market.

The Brand Effect: A Case Study in Taiwan Second-Hand Smartfhone Market

Since the smartphone market is an oligopoly market structure, consumer purchase intention is usually driven by brand preference. This research analyses the customer-to-customer market of second-hand smartphones, pointing out how the brand factor affects the consumers’ purchasing behaviour. It is found that the recovery value and life cycle of Apple smartphones are higher and longer than those of other brands. Moreover, the recovery value of other brand smartphones is significantly driven by the debut date of the Apple smartphones, implicitly forming a consumption cycle. In addition, through machine learning models, the predictability for the recovery value is able to reach 93.55%.

The Role of Viral Marketing in Social Media on Brand Recognition and Preference

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF