Identifying Buying Patterns from Consumers’ Purchase History Using Big Data and Cloud Computing

Consumers can select their goods and resources in several ways, significantly affecting customer preference in the online world and raising network customers’ demands to anticipate their purchasing pattern. The current work aims to identify buying patterns from consumers’ purchase history (IBP-CPH) framework for analyzing the evolving trend of customer decision-making in the global marketplace. The project is carried out in two stages to achieve the goals. A comprehensive research analysis is conducted to evaluate the latest consumer behavior trends in the digital economy in this first stage. In the second stage, identifying buying patterns from consumers’ purchase history (IBP-CPH) framework identifies the finalized factor’s preference amounts (s). The concept of a fugitive setting requires the incoherence of information to be recorded. The results achieved in this research stated that buyers are very aware of new and sophisticated brands and brand consistency so that internet companies can keep their customers on their web platforms.

A Case Study on Evolution of Car Styling and Brand Consistency Using Deep Learning

Brand style and product identity are critical to the core value of a brand. Yet how to identify the style and identity is highly dependent on the human expert’s judgment. As deep learning for image recognition has made a rapid process in recent years, it’s the application of brand style and design features have potential. This investigation assessed the car styling evolution of two car brands, Dodge and Jaguar, by training convolutional neural network. The method used heat map analysis of deep learning and was supplemented by statistical methods. The two datasets in this investigation were the car design features dataset and the car style images dataset. Results using the deep learning method show that the average accuracy of the last ten under verification modes was 95.90%, while 78% of the new cars continue the early brand style. Moreover, Jaguar had a higher proportion of style consistency than Dodge. Results using statistical methods reveal two cars had evolved in two different trends regarding the vehicle length. In terms of the design features, Jaguar had no noticeable design features of the rocket-tailfin. The heat map method of deep learning indicates a design feature’s focus area, and the method is beneficial for future brand style analysis.

Marketing Agility: The Concept, Antecedents, and a Research Agenda

Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing agility. The authors synthesize the literature from marketing and allied disciplines and insights from in-depth interviews with 22 senior managers. Marketing agility is defined as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. It is conceptualized as occurring across different organizational levels and shown to be distinct from related concepts in marketing and allied fields. The authors highlight the firm challenges in executing marketing agility, including ensuring brand consistency, scaling agility across the marketing ecosystem, managing data privacy concerns, pursuing marketing agility as a fad, and hiring marketing leaders. The authors identify the antecedents of marketing agility at the organizational, team, marketing leadership, and employee levels and provide a roadmap for future research. The authors caution that marketing agility may not be well-suited for all firms and all marketing activities.

Franchising: Between innovation and imitation

The success of franchise systems lies in balancing the global brand consistency and continuous innovation and local customization. The aim of the paper is to analyze the importance of innovation as one of the key factors for the success of franchise systems, pointing out the need for continuous implementation of innovations within franchise systems. The first part of the paper analyzes innovations as key drivers of successful company operations. The second part is devoted to the analysis of the success factors of franchises, with particular emphasis on innovation. The third part deals with the analysis of franchising as a link between consistency and innovation, with comparative analysis of two franchise systems: Domino's Pizza and Intergamma. After a comprehensive analysis, relevant conclusions are presented.

Consumer Perception Towards Brand Extension

This study attempts to examine consumer evaluation of brand extension in the Nepalese brand context. Major objective of the study was to how consumer perceives brand evaluation in Nepal. Two hundred convenient samples were taken in this study. Structured questionnaires were designed to collect data. Descriptive statistics and correlation analysis was used to summarize the data, to check the relation and to test the hypotheses. The research confirmed moderate correlation among brand extension with all the predictors like parent brand reputation, brand consistency, complementary features, substitutability features, transferability features, consumer innovativeness and consumer/user status.

Searching for a consistent brand identity

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Football club brands in France face a considerable challenge in ensuring the identity conveyed by the club aligns with the perceptions that stakeholders hold about the brand. Clubs can achieve brand consistency by adapting their Web-based communications so that the information relayed meets supporter requirements. This might involve incorporating key non-sporting activities such as club history and its involvement in the local community. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.