Factors Influencing Consumer Brand Choice Service Tailoring Shop in Thailand, Focusing on Ermenegildo Zegna, Brioni and Local Brand

The study compares foreign and local brands, focusing on Ermenegildo Zegna, Brioni, and local brands, in order to uncover the elements that impact customers' brand choice decisions in Thailand. The study looked at the elements that influence a customer's decision to buy a custom-made suit, in order to figure out what the most important component is. Understanding how Marketing Mixed affects customer happiness and purchase decisions is especially important. The second goal is to investigate how brand equity affects sales, with a particular focus on customer brand preferences and market expansion. The author chose the survey approach for this study, which is a quantitative research. Data was collected at random online through 346 legitimate questionnaires, and data was analyzed using cross tabulation and multinomial logistic regression. The study's findings show that all of the investigated factors, including product, price, location, promotion, brand equity, and customer purchase behavior determinants, have a positive impact on tailoring's customer brand choice decision in Thailand, with some specifications of each factor being found to be significant. Finally, when comparing these three brands, certain results are noteworthy.

Influence of Celebrity Endorsement On the Purchase of Slim Tea by Female Undergraduate Students in Selected Southeast Nigerian Universities

This study explored the influence exerted by celebrity endorsement on the purchase of slim tea products by female undergraduate students in universities in southeast Nigeria. Specifically, the study aimed to determine the relationship between the brand image of slime tea and celebrity endorsement, identify how celebrity choice influences the brand image of a product, and also examine how female undergraduate students’ choice of brand product is driven by celebrity influence. The population of this study consisted of female undergraduate students in the University of Nigeria Nsukka, Michael Okpara University of Agriculture Umudike, Madonna University Okija, and Ebonyi State University Abakiliki. A multistage sampling technique was used to arrive at a required sample size of 383. I did an oversampling and a total of 400 copies of the questionnaire were distributed and 392 copies of this questionnaire were filled and returned, making for a return rate of 98%. Findings from this study showed that respondents believe that celebrity endorsement can influence their brand choice. And that the choice of celebrity used matters a lot. If an organization fails to provide a positive and strong brand image, it may directly or indirectly affect consumers’ decision-making; as consumers may shift to competitors that offer a better experience. From the findings of this study, it is recommended that advertisers should make use of the right celebrities to enhance the brand image of their products and also consider celebrities whose profession and lifestyle are in sync with the products and services that they are endorsing.

Variations in cigarette brand characteristics: can consumers tell the difference?

ObjectivesSensory experience is an important determinant of smoking initiation, brand choice and harm perception, but little is known about how cigarette design shapes sensory experience. This study reports which variations in tobacco blend and design characteristics available on the market are likely to be perceived as different by consumers.MethodsTruth Tobacco Industry Documents was reviewed for studies showing noticeable sensory differences resulting from variations in tobacco blend and design characteristics. These differences were compared with tobacco product data as available in the Dutch section of the European Common Entry Gate (EU-CEG) system on 30 April 2020.ResultsIndustry documents identified discrimination thresholds for ventilation, pressure drop, tobacco weight, filter length, and tar and nicotine levels in smoke while evidence for other design characteristics was less conclusive. In the 103 different cigarette varieties in the EU-CEG database, five main types of cigarettes could be identified by principal component analysis, differing in (combinations of) design characteristics. The most significant differences between brand varieties were tar, nicotine and carbon monoxide emissions and associated parameters filter ventilation, filter length, cigarette length and tobacco weight.ConclusionsWhile some clusters of brand varieties provided a noticeably different product for consumers, in many cases design differences within these clusters did not exceed the expected discrimination threshold. This indicates that many products on the market are not discernibly different for consumers, and that proliferation of brand varieties has a non-sensory purpose, such as marketing. Policy makers should consider limiting available brand varieties and regulating design characteristics to reduce product appeal.

Brand-switching and tobacco taxation in Vietnam

BackgroundThe government of Vietnam is embarking on a radical tobacco excise tax reform, switching from the current pure ad valorem scheme to a mixed system by adding a specific component. There have been concerns raised by state-owned tobacco companies against this initiative that switching to a mixed scheme may shift consumption away from cheaper, domestic brands to more expensive, foreign brands (produced locally by joint ventures between multinational tobacco companies and domestic firms) and to illicit cigarettes, thus impairing the domestic industry, rather than reducing cigarette consumption effectively. Unfortunately, although this concern has been one of the biggest obstacles to the tobacco tax reform in the country, no study thus far has attempted to address it due mostly to the unavailability of relevant micro-market data with detailed information on brand choice.ObjectivesThis research attempts to study cigarette brand substitution patterns and quantify the potential effect of the proposed tax structure change on cigarette brand choice to inform tax policy discussions in Vietnam.MethodsA discrete choice experiment is conducted to collect data on smokers’ stated brand choice when cigarette prices change exogenously. Combined with data on their current cigarette consumption, random parameter logit models were estimated and then used to calculate brand-level price semielasticities as well as numerically simulate the impact of tax reforms on smoking.ResultsSmokers are more likely to substitute a low-priced domestic brand with another domestic brand than either with a foreign brand or with an illicit brand, both of which are more expensive. Furthermore, the opt-out is one of the closest substitutes to low-priced brands and also the most sensitive to a change in their prices, implying that smokers of low-priced brands are more likely to buy none of the studied brands when cigarette prices increase. This provides strong suggestive evidence that they appear more likely to stop smoking when faced with higher cigarette prices. Imposing a specific tax tends to reduce the market share for both low-priced and high-priced licit brands, although the estimated market share reduction is larger for the former. In response to specific tax increases, a large share of current smokers do not intend to switch to illegal cigarette brands, but rather choose none of the experimented brands, suggesting their intention to quit. Finally, the magnitude of substitution to illicit brands tends to be negatively related to change in their prices as a result of the specific excise tax hike.ConclusionContrary to the raised concern, smokers are more likely to substitute a domestic brand with another domestic brand than with a foreign brand. Moreover, the threat of illicit trade should not be exaggerated, and there are actions that the government of Vietnam can take to mitigate the threat effectively.

The role of branding in the choice of a university of technology

Brand choice has historically played an important role in a wide range of industries, particularly in the private sector, where billions of Rands are invested to entice potential customers. Taking this into consideration, the purpose of this study is to investigate the effect of brand awareness and brand image on first-year student selection of a University of Technology in KwaZulu-Natal. The objectives of the study were to establish and identify the brand preference and image attributes that entice first-year students’ selection of a University of Technology (UoT). The study also examined the biographic variables of those students. To accomplish these objectives, an exploratory study using a quantitative research approach was conducted, in which questionnaires were administered to 500 first-year students at the selected Universities of Technology in KwaZulu-Natal. The study revealed that topics such as investments in brand awareness and brand image, safety and security, the caliber of staff, delays in academic programmes, student-lecturer relationships, and service delivery were identified as factors that influenced the participants' selection and willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention to branding strategies as an agendum to ensuring institutional profitability and viability, relationship management, and human resource. Finally, the findings of this study are limited to KwaZulu-Natal and should not be extrapolated outside this region.

EXPRESS: Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

Consumers have grown increasingly skeptical of brands, leaving managers in a dire search for novel ways to connect. The authors suggest that focusing on one’s relationships with competitors is a valuable, albeit unexpected, way for brands to do so. More specifically, the present research demonstrates that praising one’s competitor—via “brand-to-brand praise”— often heightens preference for the praiser more so than other common forms of communication, such as self-promotion or benevolent information. This is because brand-to-brand praise increases perceptions of brand warmth, which leads to enhanced brand evaluations and choice. The authors support this theory with seven studies conducted in the lab, online, and in the field that feature multiple managerially-relevant outcomes, including brand attitudes, social media and advertising engagement, brand choice, and purchase behavior, in a variety of product and service contexts. The authors also identify key boundary conditions and rule alternative explanations, further elucidating the underlying mechanism and important implementation insights. This work contributes to our understanding of brand perception and warmth, providing a novel way for brands to connect to consumers by connecting with each other.

Brand Choice Factors on Purchase Decision of Electric Vehicle: In Reference of Nepalese Customers

There are various factors which effect on the purchase decision of consumers. Brand choice factor is one of the important to determine the purchase decision. The demand of electric vehicle is increasing because of its contribution in health and environment. Nepalese consumers are also more being attracted towards the use of electric vehicle so in this context, the study conducted with the objective to identify the brand choice factor on purchase decision of electric vehicle. The study was conducted among the 55-electric vehicle of Kathmandu valley. The structured survey questionnaire was administered for the data collection. It was based on quantitative design. Simple random sampling design was adopted to select the respondents. There was no significant difference between male and female, as well as caste groups, whereas there was significant difference between the educational levels on their brand choice factors at the .05 significant levels. The future researcher can study on the role of other factors to determine the purchase decision of electric vehicle consumers.

The Impact of Artificial Intelligence on Branding

Understanding the growth paths of artificial intelligence (AI) and its impact on branding is extremely pertinent of technology-driven marketing. This explorative research covers a complete bibliometric analysis of the impact of AI on branding. The sample for this research included all 117 articles from the period of 1982-2019 in the Scopus database. A bibliometric study was conducted using co-occurrence, citation analysis and co-citation analysis. The empirical analysis investigates the value propositions of AI on branding. The study revealed the nine clusters of co-occurrence: Social Media Analytics and Brand Equity; Neural Networks and Brand Choice; Chat Bots-Brand Intimacy; Twitter, Facebook, Instagram-Luxury Brands; Interactive Agent-Brand Love and User Choice; Algorithm Recommendations and E-Brand Experience; User-Generated Content-Brand Sustainability; Brand Intelligence Analytics; and Digital Innovations and Brand Excellence. The findings also identify four clusters of citation analysis—Social Media Analysis and Brand Photos, Network Analysis and E-Commerce, Hybrid Simulating Modelling, and Real-time Knowledge-Based Systems—and four clusters of co-citation analysis: B2B Technology Brands, AI Fostered E-Brands, Information Cascades and Online Brand Ratings, and Voice Assistants-Brand Eureka Moments. Overall, the study presents the patterns of convergence and divergence of themes, narrowing to the specific topic, and multidisciplinary engagement in research, thus offering the recent insights in the field of AI on branding.