Search

The continuous trinity model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles ("what" brand associations are learned), operating processes ("how" brand associations are learned), and operating conditions ("when" brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a "toolkit") for structuring advertising campaigns to create desired brand associations and strategic recommendations for managing brand partnerships. For policymakers, the CTM offers guidance on types of advertisements requiring closer scrutiny. [ABSTRACT FROM AUTHOR]

How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e. more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable. [ABSTRACT FROM AUTHOR]

Purpose: The paper's main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers' brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis. Design/methodology/approach: To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers' brand engagement. Findings: It has been found that video marketing analytics of Fintechs' YouTube channels are a decisive factor in impacting their vulnerable website customers' brand engagement and awareness. Research limitations/implications: By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers' engagement and awareness. Higher levels of vulnerable customers' brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence. Practical implications: Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers' knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors. Originality/value: This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers' brand awareness during crisis periods. [ABSTRACT FROM AUTHOR]

This study aims to analyze the digital-based marketing strategy implemented by FranchiseGlobal.com in order to increase exposure, market penetration, and brand awareness in the franchise industry. Using qualitative descriptive methods and a case study approach, this study explores digital marketing strategies that utilize big data, digital platforms, and social media to reach potential franchisees. Data were obtained through interviews, documentation, and direct observation of FranchiseGlobal.com's marketing activities. The results of the study indicate that the digital marketing strategy implemented by FranchiseGlobal.com, both in the short, medium, and long term, has succeeded in increasing the number of website visitors and brand awareness, although there are still challenges in expanding penetration into international markets, especially ASEAN. This study concludes that digital-based marketing is a crucial component in developing a franchise business more widely and effectively, and provides recommendations for optimizing the use of big data and technological innovation in future marketing strategies. [ABSTRACT FROM AUTHOR]

This study aims to analyze the digital-based marketing strategy implemented by FranchiseGlobal.com in order to increase exposure, market penetration, and brand awareness in the franchise industry. Using qualitative descriptive methods and a case study approach, this study explores digital marketing strategies that utilize big data, digital platforms, and social media to reach potential franchisees. Data were obtained through interviews, documentation, and direct observation of FranchiseGlobal.com's marketing activities. The results of the study indicate that the digital marketing strategy implemented by FranchiseGlobal.com, both in the short, medium, and long term, has succeeded in increasing the number of website visitors and brand awareness, although there are still challenges in expanding penetration into international markets, especially ASEAN. This study concludes that digital-based marketing is a crucial component in developing a franchise business more widely and effectively, and provides recommendations for optimizing the use of big data and technological innovation in future marketing strategies. [ABSTRACT FROM AUTHOR]

The purpose of this study is to evaluate the implementation of social media, content marketing, and brand awareness at the Bandung Culinary Academy and analyze the influence of each and the combination of the two on brand awareness. This research was conducted using an explanatory research approach. In this study, the research object consists of 2 (two) types of variables, namely independent variables and dependent variables. This study uses 2 (two) independent variables, namely the use of social media marketing (X1) and the use of content marketing (X2). The bound variable used in this study is brand awareness (Y). As a result, ATB Bandung has not done social media marketing well, especially in terms of communicating the products offered, but the value of the products offered can be conveyed well to the public. Although the content marketing carried out by ATB Bandung is interactive, relevant, and easy to understand. [ABSTRACT FROM AUTHOR]

Copyright of African Journal of Reproductive Health is the property of Women's Health & Action Research Centre and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aims to examine the effects of social media marketing activities (SMMAs) on purchase intention (PI), with the mediating roles of brand awareness (BA) and consumer motivation (CM). Data from 379 participants who used social media were analyzed using structural equation modeling. Results revealed that SMMAs had a significant positive effect on BA, CM, and PI. The effect of CM on PI was also significant. However, the effect of BA on PI was not statistically significant. In addition, CM had a mediating role in the relationship between SMMAs and PI, but BA did not mediate the relationship between SMMAs and PI. This research indicates that marketing managers should acknowledge the main characteristics of online consumers and customize their content to meet customers' specific needs. The results of this study may be utilized in the development of SMMA strategies. [ABSTRACT FROM AUTHOR]

Nowadays, many brands are increasing their collaboration with Influencers. For this reason, many social media celebrities appear before social media users with new content every day. The ability of influencers to gain response is undoubtedly closely related to gaining the trust of users and the quality of the content they share. Otherwise, it will not be possible for Influencers to be effective through their followers. The aim of this study is to examine the impact of social media users' trust in Influencers and their quality perception of the content shared by these celebrities on brand awareness, consumer interaction and purchase intentions for the promoted products. Research data was obtained through an online survey form in January 2024. As part of the research, data was collected from a total of 350 participants across Türkiye. As a result of the research, it was determined that most participants purchased between 1-6 products because of influencer promotions. Although the participants largely follow Influencers in the fields of education, entertainment, food and beverage, technology and travel, one of the important research findings is that nearly half of the participants do not purchase any products. Again, because of the research, it was determined that most of the participants watched the promotional content of Influencers for a period of 1-3 hours. As a result of the research, it was determined that trust in Influencers and perception of content quality have a significant and strong effect on brand awareness, consumer interaction and purchase intention. It is evaluated that the research results will be useful for brands that consider collaborating with researchers and influencers working in this field. [ABSTRACT FROM AUTHOR]

Background: The food and beverage (FnB) industry plays an important role in the global and local economy, especially in Indonesia, where this sector contributes significantly to the Gross Domestic Product (GDP). Soto Kudus Pak Minto is one of the players in this sector that faces competition challenges and declining profits amid the rapid growth of the FnB sector. Purpose: This research aims to analyze the internal and external conditions of Soto Kudus Pak Minto's business in order to formulate the right marketing strategy to increase brand awareness and competitiveness. Methods: This study uses a qualitative approach with in-depth interviews as the main data collection method. Thematic analysis and SWOT are used to analyze the business situation and map out the appropriate marketing strategy. The data collected was analyzed using Nvivo software. Results: The results of the study show that although Soto Kudus Pak Minto has an advantage in terms of authentic taste, they face several challenges, including stiff competition, rising operating costs, and lack of an integrated marketing strategy. Conclusion: The study recommends the implementation of an integrated marketing strategy (IMC) that leverages social media, collaboration with travel agents, and discount promotions to increase brand awareness and expand market share. This approach is expected to overcome existing challenges and increase the company's profitability. [ABSTRACT FROM AUTHOR]

The aim of the present research is to investigate the effect of the destination brand equity on domestic and foreign tourists emphasizing their satisfaction and trust regarding the tourism destination of Bamyan province in Afghanistan. This province is a famous and important part of the central plateau, which is the property of ancient civilization. Its distance from Kabul is 245 km. The research is applied, descriptive and correlational. The population of the study includes tourists of Bamyan tourism destination. The sample size based on Morgan's table for an unlimited community was equivalent to 384 tourists, and finally 387 questionnaires were analyzed. The research findings indicate the destination brand awareness has a positive and significant effect on the destination brand quality (services and natural). The destination brand quality (services and natural) have a positive and significant effect on the destination brand value (functional and hedonic). The above-mentioned values have a positive effect on the destination brand trust. The destination brand trust has a significant effect on the destination brand satisfaction. Moreover, the destination brand satisfaction has a significant effect on brand introduction and tourists' re-visit. This study examines the special value of the tourist destination brand for one of the lesser known tourist destinations in Afghanistan, namely Bamyan province and its attractions. The effect of this value on tourists' satisfaction and loyalty has also been measured. [ABSTRACT FROM AUTHOR]

This study considers four elements for a consumer-based chain coffee shop brand equity and investigates the responses of consumers, as their purchase intentions and brand attitudes, to each of the elements. It also probes brand attitude as a mediator of the elements' impacts on purchase intention. Moreover, the chief important aim of the current study is to detect the potential differences among three different consumer segments for responding to the conceptual model, in terms of their usages of the brand. Data were collected from 448 coffee shop chain brands' consumers in Tehran. Findings demonstrate the mediation role of brand attitude, but not among the heavy users. Only perceived quality does not directly affect purchase intention but does among the light users. Brand awareness's greatest impact is on the light users' brand attitude, and the self-congruity impact on purchase intention rises by growing usage among consumers. Also, self-congruity generally has the most direct impact on purchase intention. Managerial implications for better brand equity management in the coffee shop chain industry are provided. [ABSTRACT FROM AUTHOR]

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y. [ABSTRACT FROM AUTHOR]

Purpose: A digital servitization ecosystem (DSE) is a cooperation model based on the concept of value cocreation. However, capability asymmetry among enterprises can lead to unfair benefit distribution and hinder value cocreation and digital service transformation. This paper aims to investigate the impact of the varying capabilities of enterprises (manufacturers, service providers and digital technology providers) on revenue distribution when these enterprises collaborate on digital servitization transformation. This analysis is performed from an ecosystem perspective to facilitate the stable development of DSEs. Design/methodology/approach: The rise of DSEs has engendered extensive literature, and the distribution of benefits within DSEs is in dire need of new mechanisms to adapt to the new competitive environment. The importance of investment contribution, digital servitization level, digitalization level, risk-taking ability, digital servitization effort level and brand awareness is determined by combining the expert scoring method and the entropy value method to determine different weights for manufacturers, service providers and digital technology providers. The Shapley value is used to design the benefit distribution mechanism for stable cooperation among DSE enterprises, thus providing a more scientific basis for the development of cooperative relationships. Findings: Digital servitization is a collaborative process that involves multienterprise activities, and it is significantly affected by digital servitization level and digitalization level. Moreover, constructing the modified Shapley value benefit distribution mechanism according to the relevant capabilities of digital servitization can promote the stable development of DSEs and value cocreation among members. Originality/value: The main contributions of this study are as follows: First, it summarizes the stability-influencing factors of DSEs on the basis of empirical and literature research on the demand for enterprise digital servitization capabilities and transformation difficulties, delves deeper into the capability composition and cooperative relationship of DSE members and combines the expert scoring method and the entropy value method to determine the weighting to design the benefit distribution mechanism. Second, it reflects system stability and development by studying the revenue distribution of DSE members, thereby expanding the ecosystem construction and business model transformation of digital servitization in the existing research. [ABSTRACT FROM AUTHOR]

This current research focuses on developing and testing a measurement model of website quality for Small and Medium-sized Enterprises (SMEs). This study applied Hinkin's scale development process and involved 802 respondents in Indonesia through two successive data collection phases. The model development confirmed the SMEs-WebQ model as a robust measurement of SMEs' website quality, containing 15 items across three dimensions: system quality, information quality, and service readiness. The replication study confirmed a gratifying nomological validity of the SMEs-WebQ model, whereby the three dimensions of the SMEs-WebQ model have significant positive effects (through brand awareness) on consumers' purchase intention. This study theoretically contributes to the website quality literature and adds to the debate over the theoretical applicability of the present study's underpinning theories (stimulus-organism-response and flow experience) in understanding online purchase intention. Practically, this study provides managerial recommendations to SMEs' managers looking to improve their websites while ameliorating their competitiveness in the digital business era. [ABSTRACT FROM AUTHOR]

Background: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest. Purpose: This research aims to identify business activities and brand awareness levels and provide a storytelling marketing design for Wanaland Coffee Roastery. Design/methodology/approach: Data was collected through in-depth interviews, online surveys, and literature studies. Quantitative data processing and descriptive statistics results are then analyzed using value chain analysis tools, brand awareness pyramids, and marketing storytelling. Findings/Result: The results of this study are in business activities, Wanaland Coffee Roastery sells coffee in the form of beans offline and online. The promotional media used are Facebook, WhatsApp, Instagram, and word-of-mouth. Brand awareness that is derived from promotional activities that have been carried out is still minimal, so storytelling marketing is used to increase brand awareness. Storytelling design was organized into three scenarios by utilizing five digital communication channels: website, social media, Google My Business, e-commerce, and SEO/ SEM. Conclusion: Based on the research results, consumer brand awareness is still low. Therefore, the marketing storytelling design in this study is needed to increase brand awareness. Originality/value (State of the art): Research conducted at Wanaland Coffee Roastery using a storytelling marketing strategy is the novelty of this research because no similar research has been found. [ABSTRACT FROM AUTHOR]

Prior literature suggests that, for low involvement products, transformational advertising should be favored over informational advertising. The current study on 927 consumers from the United Kingdom indicates that transformational and informational ad appeals are equally effective in enhancing brand awareness, but informational ad appeals are more effective in increasing positive quality perceptions and company associations. Confirming previous findings, the positive effect of informational ad appeals on brand awareness is greater for utilitarian products than for hedonic products. This study provides insights guiding the adoption of informational and transformational ad appeals to achieve specific advertising objectives depending on the product type. [ABSTRACT FROM AUTHOR]

Corporate social responsibility (CSR) and Society 5.0 (s5.0) are transformative models that both seek a human-centric approach by integrating certain capabilities for the betterment of stakeholders. This study investigates the nexus among CSR, brand awareness, customer trust (CrT), the s5.0 model, and customer loyalty (CrL) from the perspective of a developing nation, China. Structural equation modeling using partial least squares was applied to a sample size of eight hundred and ninety-three (N = 893). First, the study confirmed a positive relationship between CSR, brand awareness, and customer loyalty. Second, the study revealed a positive linkage through the mediation of customer trust. Finally, a moderating effect of the s5.0 model was found at the nexus of CSR, brand awareness, and brand loyalty. This study provides several insights into corporate social responsibility, brand awareness, and brand loyalty with additional facts on how customer trust and Society 5.0 may play important roles in engaging stakeholders such as customers in the present era. Therefore, managers should prioritize CSR along with Society 5.0 practices that can help to win over customers and elicit their loyalty and trust toward organizations. [ABSTRACT FROM AUTHOR]

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region.

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

Artificially created characters – virtual influencers – amass millions of followers on social media and affect digital natives' engagement and decisionmaking in remarkable ways. Guided by the Uses and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to understand this phenomenon. By looking into followers' engagement with virtual influencers, this study identifies and conceptualizes six primary motivations – namely, novelty, information, entertainment, surveillance, esthetics, and integration and social interaction. Furthermore, we found that most followers perceive virtual influencers as uncanny and authentically fake. However, followers also express acceptance of their staged fabrication where curated flaws and self-justification have been found to mitigate the effect of the uncanny valley. Virtual influencers are considered effective in building brand image and boosting brand awareness, but lack the persuasive ability to incite purchase intention due to a lack of authenticity, a low similarity to followers, and their weak parasocial relations with followers. These findings advance the extant literature on U&G, influencer advertising, and virtual influencers in the era of artificial intelligence; provide insights into the mitigating factors of the uncanny valley; and yield theoretical and practical implications for the efficacy of virtual influencers in advertising campaigns. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic cross-sectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately.

This study explores the effects of food quality, service quality, pricing strategy, and ambiance on customer retention in Indonesian restaurants in Taiwan, with customer satisfaction as a mediating variable. This study also investigates the moderating role of cultural similarity in this relationship. A structured survey was conducted in a quantitative study design, collecting data from 400 international customers of Indonesian restaurants in Taiwan. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was used to analyze the data. The results showed that food quality and pricing strategy significantly increased customer satisfaction. In addition, service quality and ambiance had no significant contribution to customer satisfaction. Furthermore, cultural similarity strengthened the relationship between food quality and customer satisfaction. Finally, customer satisfaction had a significant effect on customer retention. This study provides important insights for Indonesian restaurant owners in Taiwan, emphasizing the important role of service quality and restaurant ambiance in addition to food quality and price to support customer satisfaction and thus increase customer retention.

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

Influencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a context of a growing beauty product brand in Indonesia. Using a quantitative approach and in context of Loreca’s brand, this study measured the role of influencer marketing and the beauty community on brand awareness. The brand equity and brand management theory has been used as the theoretical framework, where further influencer marketing and brand community were considered as the antecedents. This method was implemented using a structured questionnaire addressed to the brand community Loreca Babes, with total population of 385 people and 197 respondents. The data were further analyzed with PLS-SEM using SmartPLS 4.0 software. The research results conclude that influencer marketing and brand community have positively and significantly affect brand awareness, in which influencer marketing exhibits a stronger effect (0.558) compared to brand community (0.276). Based on this finding, it is suggested that Loreca shall evaluate its brand community strategy and enhance its use of influencer marketing. This study provides insight into the importance of influencer marketing and brand community in increasing brand awareness.

BACKGROUND AND OBJECTIVES: One of the "15 Guiding Principles" designed to achieve the 2030 aim highlights the importance of giving priority to exploration in the digital economy as a crucial element in defining the future economy. Consumers’ interest in using social media and e-commerce platforms for their shopping activities is rising in this day of modern technology. However, based on a study conducted by the Small Medium Enterprise Corporation indicated that a substantial majority of Small and medium enterprise entrepreneurs, acknowledge the importance of incorporating digital technology into their fundamental business operations. Nevertheless, there is a noticeable discrepancy between the level of awareness regarding these technologies and their actual adoption. Therefore, the research objectives are to determine the relationship between perceived convenience, E-promotion, brand awareness, and personalization toward consumers’ purchase intention.METHODS: Data was collected from a wide range of individuals in urban areas using probability sampling methods. This study aims to gain a deeper understanding of the various factors that can impact individuals' intentions. A sample size of 385 participants from the e-commerce sector in the Klang Valley, Malaysia. Therefore, stratified sampling is employed by considering pertinent characteristics such as location, age, and intention to use e-commerce. The analyses were conducted using SmartPLS software to measure the influence of digital marketing on consumers' purchase intention.FINDINGS: The variables of E-Promotion (β=6.601, p

The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis.

Crop protection industry grows with an increase in registration reaching 1,049 products, including 57 brands under Azoxistrobyn (AZT) category to control disease and increase grain weight. This encourages tighter and more aggressive market competition leading to challenges in Syngenta Indonesia’s AmistarTop in building brand awareness among growers. The aim of this research is to comprehensively examine brand communication strategy of AmistarTop to increase brand awareness among growers. A qualitative approach with a case study method is used by utilizing multisource data. The results indicate that AmistarTop’s brand communication applies (i) brand building approach, including mass media advertising, public relations; and (ii) brand-business approach, including digital interactive media with the brand communication umbrella "Rice is Life". Billboard is the only activity executed within mass media advertising driven by specific target. Public relations is significantly applied using a public information model through special on-field marketing events, community relations, and media relations. Digital interactive media is carried out through website and social media with informative, interactive and collaborative properties. Modifying AmistarTop's brand communication tactics includes exploration of more mass media channel, increasing public relations activities with a two-way symmetrical model approach, and intensifying digital interactive media content with patterned and scheduled uploads will enrich ways of reaching more growers and establish brand awareness. [ABSTRACT FROM AUTHOR]

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its cooperation partners have succeeded in increasing brand awareness. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [ABSTRACT FROM AUTHOR]

Considering how fiercely competitive the coffee and cafe industries are, it is critical for businesses to use effective strategies to increase consumer intent to purchase. One of the largest coffee brands in Indonesia is Excelso Coffee. The purpose of this study is to determine how consumer intentions to buy Excelso Coffee in Malang City are influenced by brand awareness, brand image, and brand trust. This research employs a quantitative approach using a questionnaire disseminated via Google Forms. The 100 respondents in the sample are analyzed using the SPSS program. Conventional assumption tests such the linearity, homoscedasticity, nonmulticollinearity, and normality tests were employed in this investigation. The outcomes of the traditional assumption tests show that the variables of brand awareness, brand image, and brand trust all have a positive simultaneous influence on Excelso Coffee's desire to purchase. [ABSTRACT FROM AUTHOR]

This study examines the ever-changing field of influencer marketing and how it affects digital-era brand awareness and reach. Businesses must realize the possibilities of this marketing tactic as customers look to influencers for suggestions more and more. The goals include determining the influencer marketing's effectiveness, pinpointing critical success elements, analyzing the function of social media platforms, and investigating the relationship between influencer marketing and customer loyalty and trust in the cosmetics industry. This study attempts to offer practical insights through a thorough analysis for companies looking to maximize their influencer collaborations and marketing strategies in order to increase audience reach and visibility for their Cosmetics brands. [ABSTRACT FROM AUTHOR]

Enhancing brand awareness among consumers is crucial for Kembang Goela Restaurant as it greatly impacts their intention to make purchases. This study aims to assess the impact of various elements of Brand Awareness, namely Brand Unawareness, Brand Recognition, Brand Recall, and Top of Mind, on Consumer Purchase Intention. The research adopts a quantitative approach, utilizing non-probability sampling techniques with purposive sampling on 100 respondents, and analyzed using SPSS Version 27. The t- test results reveal that the Brand Awareness variable (X) partially influences Consumer Purchase Intention (Y). According to the simple linear regression test, there is 0.506 times increase for every 1% rise in the Brand Awareness variable (X). The analysis findings indicate that Brand Awareness significantly affects Consumer Purchase Intention by 43.7%, while the remaining 56.3% is influenced by other independent variables not examined. There is a notable influence of Brand Awareness on Consumer Purchase Intention, as indicated by a significance result of 0.000 < 0.05, signifying a positively simultaneous influence. [ABSTRACT FROM AUTHOR]

The purpose of the study was to compare how health-related corporate social responsibility (CSR) factors impact customers' dining intentions of casual restaurants in the US and China. The core variables revealed from the literature review include perceived health-related CSR, customer satisfaction, trust, brand awareness, and revisit intention. The study employed a survey-based approach with data collected in both countries. With a total of 828 completed responses, hypotheses were examined using structural equation modeling. Findings revealed significant differences between the responses of the two countries. Theoretically, a research framework depicting health-related CSR and its critical variables, and its relationships tested and verified, thus this study contributes to the body of knowledge from a cross-cultural perspective. From a practical perspective, these findings allow management to develop effective but different marketing strategies to promote CSR initiatives among consumers with diverse cultural, political, and economic conditions like US and China with the aim to increase its financial benefits as well as building consumer satisfaction and loyalty.The study is one of the few empirical studies that explore the decision-making factors of consumers impact on their dining intentions based on restaurants' role in featuring the health-related CSR initiatives in countries with diverse market environments. [ABSTRACT FROM AUTHOR]

Drawing on advertising value theory, this study examines the effects of advertising features, including informativeness, entertainment, interactivity, advertisement (ad) relevance, and creativity, on customer attitudes toward ads on social networking sites, as well as their sequential influence on customer responses (brand attitude, interest, and awareness and purchase intent). Structural equation modeling was employed to test the theoretical framework based on 383 responses from an online survey on Facebook. The results indicated that informativeness, interactivity, creativity, and ad relevance are important predictors of ad attitude, whereas entertainment does not influence it. Furthermore, the findings indicate that ad attitude improves customer response variables. Moreover, the findings confirm the mediating role of ad attitude in the associations between all social media advertising features and customer response variables, except for entertainment. [ABSTRACT FROM AUTHOR]

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with. [ABSTRACT FROM AUTHOR]

The present study aims to empirically explore the brand loyalty of internal customers. In this context, business characteristics are included as independent variables, and brand characteristics and trust in the brand are included as serial mediators. The comprehensive framework for internal customers has the potential to offer a novel insight into the brand loyalty concept. Indeed, internal customers have more information about the products and the firm. In addition, they have more physical proximity than external customers. Due to these advantages, internal customers are likely to have a higher cognitive awareness of the company and the brand. This provides an important contextual argument to explain brand loyalty more precisely. To operationalize the model in this framework, survey research was conducted on employees working in different roles and positions in the automotive industry in Germany. The survey research collected a data set consisting of 880 units. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and hypothesis testing were conducted using SPSS 26.0 and Process Macro extension. The findings indicate that brand and company characteristics have a significant and positive effect on brand trust and brand loyalty. Trust in the brand, which is also a mediating variable, has a significant and positive effect on brand loyalty, which is the dependent variable. In addition, because of both Baron and Kenny's causality analysis and the mediation test conducted within the framework of contemporary Bootstrap methods, it is seen that trust in the brand has a full mediating role in the relationship between the dependent and independent variables. [ABSTRACT FROM AUTHOR]

The negative effects of human activities on the environment are causing more and more concern every day. Most governments in the world are trying to minimize human beings' harmful effects on the environment. Businesses are also endeavoring to grasp and address the emerging societal concerns regarding the natural environment, aiming to integrate environmental issues into their organizational activities effectively. In this context, businesses announce these initiatives to their target audience with applications such as green advertisements. This study seeks to investigate the impact of both green brand awareness and brand image on consumers' purchase intentions, as well as the mediating role of green advertisements in relation to green brand awareness, brand image, and purchase intention. According to the results of the research, consumers' purchasing intentions have a positive effect on brand image and green brand awareness. It has been determined that there is a complementary partial mediation role in green advertisements. The strongest relationship between the variables was between green brand awareness and green advertising, and between green advertising and purchase intention. [ABSTRACT FROM AUTHOR]

This research examines how brand familiarity with non-profit organizations (NPOs) affects various prosocial behaviors among generation Z. Respondents who participated in the study were 513 gen Z individuals from Croatia. They were given two surveys with identical sections, but different scenarios on each. The respondents were asked to imagine being reached by two organizations, one well-known (UNICEF) and the other made up (CAREFREE CHILDHOOD), asking them to engage in action against children's hunger by donating goods, money, or volunteering. The theory was tested using statistical methods such as frequency distribution, t-test, linear regression, and univariate and multivariate analysis. The research discovered that the intention to engage in prosocial activities is positively influenced by one's attitude toward nonprofit organizations as a crucial component in resolving social issues. The public did not, however, react more favorably to the non-profit's appeals and actions as a result of their familiarity and acknowledgment. The study also found no statistically significant differences in respondents' intentions to engage in different prosocial activities based on their awareness of NPOs, but it did find that respondents' intentions to volunteer their time rather than their financial resources were positively influenced by their awareness of NPOs. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study was to validate the factors influencing perception of digital buyers (PDB), risk factors of digital buying (RFDB) and webrooming intention (WI) and also to examine the mediating role of WI between PDB and RFDB. Design/methodology/approach: The antecedents of variables were validated using exploratory data analysis. The association between PDB and RFDB was established using structural equation modelling. Furthermore, the mediating role of WI is examined using the Sobel test. Findings: The antecedents of PDB (digitization practice, credence preference, brand awareness and consciousness, product features, utilitarian behaviour, price and discount factors), RFDB (performance risk, socio-psychological risk, financial risk, aesthetic risk, time and return risk and perceived quality risk) and WI (perceived ease of online search, usefulness of online search, need for touch, socialization and webrooming attitude) were identified. PDB significantly and positively influences RFDB. There is a direct relationship between PDB and WI. WI and RFDB are positively correlated. WI partially mediates between PDB and RFDB. Practical implications: The research outcome helps the multi-channel retailers to identify the digital platforms to find greater opportunity for customer engagement. Originality/value: The study augments the body of literature on WI by exploring the interplay of PDB, RFDB and WI, which will help retail personnel to strategize operational practices. [ABSTRACT FROM AUTHOR]

Purpose: Drawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar's soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans, while also examining the moderating effect of sponsor brand awareness in the context of the IPL. Design/methodology/approach: Using a quantitative research design, we conducted both offline and online surveys from sports fans. The proposed model was examined using Confirmatory Factor Analysis and Partial Least Square-Structural Equation Modelling to test the study's hypotheses. Findings: The results reveal a positive and significant association between team identification and team-sponsor fit, and team-sponsor fit and purchase intention of sponsor brands. Further, brand awareness moderates the relationship between team-sponsor fit and purchase intention of sponsor brands, but not on the team identification and team-sponsor fit relationship. Research limitations/implications: This research adds to the paradigm of social identity theory and soft power sponsorship research. By providing insights into fans' predisposition towards the team sponsors, the study will help managers design effective brand promotion strategies. Originality/value: This research is the first to explore the effectiveness of soft-power sponsorships in the Indian mega-sports landscap. It is also the first to explore the moderating effect of sponsor brand awareness on sponsorship effectiveness, which is determined through the purchase intentions of the sponsor brand. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate the impact of gamification on loyalty by mediating consumer engagement and brand awareness among Shopee users in Surabaya. Consumer behavior guides this research. Shopee users serve as the research subjects in this study. This study employs a quantitative methodology. The participants in this study were Shopee users who played gamification games. Purposive sampling was used, and there were 130 respondents in total. The G-Form questionnaire collects data, and the results are analyzed using SEM-PLS. The findings of this study show that gamification has a direct effect on loyalty. Gamification also influences consumer engagement and brand awareness. Brand awareness and consumer engagement both have an impact on loyalty. Gamification's impact on loyalty can be mediated by consumer engagement and brand awareness. [ABSTRACT FROM AUTHOR]

Hand-shaken beverages represent a unique business model in Taiwan. This study explores the impact of four dimensions of brand equity on consumers' word-of-mouth and purchase intention regarding hand-shaken beverages. A survey was conducted among hand-shaken beverage consumers. A total of 352 valid questionnaires were recovered, and the data were analyzed using structural equation modeling. The results showed that consumers' perceptions of brand awareness, quality, and brand association affected word-of-mouth. These dimensions had an indirect impact on purchase intention through word-of-mouth, suggesting that when consumers develop an attachment to a brand, they engage in positive behaviors concerning the brand. However, due to the high homogeneity and lack of distinctiveness of Taiwanese hand-shaken beverage products, they fail to attract consumer loyalty. [ABSTRACT FROM AUTHOR]

Copyright of Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image). Design/methodology/approach: Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons. Findings: Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55. Originality: This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption. [ABSTRACT FROM AUTHOR]

Copyright of Business Intelligence Management Studies is the property of Allameh Tabatabai University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)