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This paper addresses issues about how gamification can provide a breakthrough marketing strategy for Garuda Indonesia Loyalty Program. Garuda Indonesia is a well-known national airline in Indonesia. However, the survey found that the Garuda Indonesia loyalty program and does not attractive enough for consumers. Garuda Indonesia should maintain its loyalty program to attract more consumers. Moreover, the frequent flyer program is one way to differentiate the products offered by an airline from other competitors. Answering that phenomenon, Garuda Indonesia launched a mobile application that has several offers for consumers. However, Consumers still tend to choose other mobile applications. Garuda Indonesia’s marketer should encourage consumers to use the mobile application with the loyalty program inside the mobile application. The study suggests that Garuda Indonesia can add the gamification concept to the Garuda Indonesia Mobile application to increase loyalty to GarudaMiles users.

The rapid development of the cosmetics industry and the high competition in the cosmetics market in Indonesia impact consumers. The market has many available choices of cosmetics products, and this situation causes many consumers to switch brands. The research aimed to analyze the suitability of Sharia about cosmetics products from Nu Skin and the factors that influenced the brand switching of the cosmetics product with multi-level marketing. The research applied a quantitative and descriptive approach. Data collection from respondents was carried out with a structured questionnaire. The respondents were consumers who had bought and used Nu Skin products. Around 150 respondents were selected through the purposive sampling method. Then, the researchers used the LISREL software. The connection between the variables was investigated by Structural Equation Modeling (SEM). The findings indicate that Word of Mouth (WOM) and marketing mix significantly influence the brand image of the cosmetics products. Similarly, religiosity and marketing mix have a significant influence on brand attitude. Then, brand image and brand attitude have a significant effect on brand switching. However, religiosity has no significant effect on brand switching. For marketing practitioners, the results can be considered in terms of marketing strategy in consumers’ habits of accessing social media to read product reviews from their friends who have used Nu Skin products before. The more people review and recommend the products to others, the higher the consumers’ interest is in buying Nu Skin products, and the smaller the intensity is involved in brand switching behavior. The research offers a new insight regarding the influencing factors of brand switching of halal cosmetics products through multi-level marketing.

Purpose This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in Great Britain influenza pandemic. It looks particularly at the ways in which marketing strategies changed and how these strategies were enacted in the lexical and semiotic choices (e.g. language, image, colour, typography, texture, materiality, composition and layout) of advertisements. Design/methodology/approach A total of 120 advertisements for the three brands were collected from the British Newspaper Archive and analysed using the theory and analytical tools of multimodal critical discourse analysis. The general themes and semiotic structures of the advertisements were identified, with the aim of deconstructing the meaning potentials of verbal and visual resources used to convey ideas about the pandemic, and how they work to shape public understanding of the products and make them appear as effective and credible. Findings Each brand rapidly changed their marketing strategy in response to the influenza pandemic, using such techniques as testimonials, hyperbole, scaremongering and pseudoscientific claims to persuade consumers that their products offered protection. Whilst these strategies may appear manipulative, they also had the function of fostering reassurance and sympathy amongst the general public in a moment of turmoil, indicating the important role of brands in building consumer trust and promoting a sense of authority in early twentieth-century Britain. Originality/value Exploring the way in which advertisers responded to the 1918‐1919 influenza pandemic reminds us of the challenges of distinguishing legitimate and illegitimate medical advice in a fast-moving pandemic and highlights the need to cast a critical eye to the public health information, particularly when it comes from unofficial sources with vested interests.

The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the deve­lopment of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and docu­men­tation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

Social media advertising has become the cornerstone of the most effective fashion brands’ marketing strategy in recent years. Since the boom of social media, most fashion retailers have started to recognize the benefits of creating value for their brands using social media platforms. The purpose of this study is to explore the impact of social media advertising on consumer buying behaviour towards fast fashion. Along with the study, it examines the consumer buying behaviour aligned with the consumer decision-making process. It measures the overall impact of social media advertising on the consumer decision-making process in the fashion industry. This study adopts a descriptive quantitative research design and data was collected through a self-administrated questionnaire. The population of this study is active social media users in Western province and a sample of 300 consumers was selected using the convenience sampling method. The hypotheses were tested using Correlation and Regression analysis since the purpose of the study is to measure the impact of each independent variable on the chosen dependent variable. The Results of the present study revealed that social media advertising positively influences on consumer buying behaviour in the fast fashion industry. Three independent variables out of four, namely entertainment, familiarity and social imaging have highly influenced consumer behaviour and there is no statistically significant influence from the remaining variable, advertising expenditure. The present study provides valuable implications for the fast fashion industry, providing marketers with the opportunity to use the findings for identifying their consumers’ real buying behaviour in a digital environment and to make the decisions accordingly.

Word of Mouth Marketing (WOMM) has been used for a long time and is still called the most effective marketing strategy.When many traditional-manual concepts have been displaced due to changes to the digital era, the emergence of the internet has actually added to the effectiveness of this marketing strategy. By adopting the concept of WOM into digital marketing, a profession was born as well as being considered a new advertising medium called a buzzer that carries out buzz marketing activities (the term WOM in the world of digital marketing). Using case study methodology, this research discuss the effectiveness of buzzer as a new media for digital advertising, using the buzz marketing strategy that has been used by The Scarlett Whitening brand. Buzzers are different from influencers and key opinion leaders (KOL) because buzzers are generally ordinary personal accounts or spam accounts that have no personal branding and reputation to be at stake. The use of buzzers is considered the right choice to increase brand awareness.

Grab is a startup company engaged in the online transportation service business. Based on information from the Google Play Store, Grab had> 100 million users in the world in October 2019, just for users on android devices only. Grab has promising features in providing culinary services. One of the innovations made by Grab is to provide convenience in the process of sending and serving food to consumers. The food delivery services is called GrabFood. The emergence of Grabfood competitors shows that food delivery services can be increasingly favored by the public. This is because it can meet the needs and lifestyle of today's society. With the COVID-19 pandemic as it is today, food delivery is very popular with the Indonesian people. Due to the fact that they cannot leave the house to enjoy a meal at a restaurant, ordering through an online application is the best choice. There was an increase in Grabfood transactions by 4% and an increase in the amount of food ordered in one order (basket size) by around 7%. The purpose of this study was to determine the role of promotion in mediating the effect of website quality on impulse buying. Testing the research hypothesis using Structural Equation Modeling (SEM) analysis techniques based on Partial Least Square (PLS), the sample of this study was 120 respondents using purposive sampling technique, with the criteria of respondents being people who live in Denpasar Regency and have used Grabfood services at least 2 times. , as well as a minimum high school education. The results showed that website quality had an effect on promotions which would affect impulse buying for Grabfood users in Denpasar. The managerial implications and suggestions that can be given from the findings of this study are that it is shown that Grabfood management who will develop the Grabfood application should be able to build a marketing strategy by optimizing online payment methods (cashless). Also, optimizing services to users so that Grabfood users do not hesitate to make purchases.

Objective:To explore the promotion of discretionary foods/beverages and marketing strategies employed by the top three online food delivery services’ (OFDS) Instagram accounts in three countries before and during the coronavirus disease 2019 (COVID-19) pandemic.Design:Publicly available data were extracted for the top three OFDS Instagram accounts for Australia, United Kingdom (UK) and the United States of America (USA) from March to May 2019 and 2020. Food/beverage items from posts were classified as ‘discretionary’ or from the five food groups (FFG) according to the Australian Dietary Guidelines. Marketing strategies were coded using an existing framework. Posts referring to COVID-19 were coded under four marketing strategies: (i) appropriating frontline workers; (ii) combatting the pandemic; (iii) selling social distancing; and (iv) accelerating digitalisation.Results:From 581 posts, 618 food/beverage items were shown, of which 69 % (427/618) were classified as discretionary. In 2019, the most used marketing strategies were product imagery (unbranded) (137/195, 70 %), links (111/195, 57 %) and sponsorships/partnerships (58/195, 30 %). In 2020, the most used were links (252/386, 68 %), product imagery (unbranded) (179/386, 49 %) and branding elements (175/386, 45 %). The most common COVID-19 marketing strategy was combatting the pandemic (76/123, 62 %) followed by selling social distancing (53/123, 43 %), appropriating frontline workers (34/123, 28 %) and accelerating digitalisation (32/123, 26 %).Conclusions:Following the COVID-19 pandemic, OFDS adapted their marketing, creating content with the theme of ‘combatting the pandemic’. Due to the growing number of discretionary foods/beverages promoted on Instagram, this highlights the need for policy action to counter the potential influence social media platforms have on dietary behaviours.

The global pandemic caused a crisis in the Ukrainian cinema industry. Some entities were closed, but the biggest market players were able to concentrate their efforts on interacting with visitors through social networks, public attention, frequent press mentions and discussions of influencers as synergies of communication policy tools. The purpose of the paper is to make proposals for improving the communication policy of cinema chains under new challenges. Based on a system analysis and indices of activity in social media of ten key Ukrainian cinema chains during the COVID-19 period, the main trends of their behavior and vision of development were determined. Changes were detected in the product strategy. To increase the effectiveness of communication policy, a focus should be on enhanced communications with consumers, especially through the implementation of a content-plan for publications on Facebook and Instagram, including facts from the lives of actors or filmmaking process, uniting followers around the filming theme, interacting, etc. Based on the above, the proposals are made to strengthen communication policy: activating posting frequency, generating more interesting content, and focusing on engaging with the followers. It turned out that such changes affect the key quality efficiency of social media marketing in two cinema chains. Such events rebuild the online community of moviegoers, which fosters loyalty and increases in visitors in the post-pandemic period. In this context, the implementation of online cinema in cooperation with distributors will contribute to formatting an online platform aimed at attracting a larger number of consumers, regardless of external circumstances. © Svitlana Melnychenko, Anatolii Mazaraki, Nadiya Vedmid, Alla Okhrimenko, Alona Shtanova, 2021.

This study aims to determine the Marketing Strategy at Najwa Store in creating customer satisfaction. This type of research is descriptive quantitative, the total sample of 15 customers with a sampling technique that census. The data collection method is direct observation, interviews and by using a questionnaire. The results of this study indicate that in creating customer satisfaction at Najwa Store it is important to know the importance of the marketing mix that is the set of variables used by Najwa Stores to increase consumer satisfaction (buyers), wherein the variables of the marketing mix consists of seven variables: price, product completeness, promotion of goods, location, service quality, product quality, and facilities.

PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Brand equity in reality illustrates the value of a brand from consumer perceptions and experiences of the brand. There are four main categories that make up brand equity, namely brand awareness, brand association, perceived quality, and brand loyalty. Brand equity is used to determine the marketing strategy that a company will carry out. Therefore research is needed to collect data and analyze it. This research on Brand equity in Elzatta's hijab fashion product aims to analyze the elements of Brand equity so that it is expected to contribute data to create a marketing strategy for the brand. The results showed that brand awareness was really at the top of mind. Meanwhile, the three impressions of the Elzatta brand association are quality fabric, good design / design and providing comfort to the wearer. The brand quality felt by Elzatta shows that most of the attributes of Elzatta's hijab fashion products have achieved high performance. Only for the attributes of the thickness of the material and the price it is necessary to increase and improve its performance. On brand loyalty, Elzatta obtained data on consumers who buy because the price is more than consumers who buy out of habit. This is an accident that consumers will switch brands from rising prices. As for consumers who buy because satisfaction is the most, this of course will affect consumer loyalty

This research investigated advertising structure, strategy, and also the impact of advertising promotion on purchasing decisions of Warung Bu Kris’s food. The data in this study were collected through the observation method, namely by observing the use of words, phrases, sentences, icons, and images in food product advertisements and grouping them. The researcher used screenshots as a documentation technique in collecting the data and then categorizing them into groups. The data was analyzed based on the problems raised. The intralingual method used in this research. The finding showed that the structure in the food advertisement of Warung Bu Kris was headline-illustrations-body copy-signature line-standing details and headline-body copy-standing line. The advertising structure reflected the marketing strategy used by Warung Bu Kris’ owner, including establishing credentials, pressure tactics, and also offering incentives. The advertisements on Instagram influenced customer demand for food in terms of attitude towards the ad and click through rates. Keywords: advertisement; food; promotion; structure

Purpose This paper aims to explore the relationship between brand love and materialism. Design/methodology/approach This research uses two survey studies that the love of money. In combination, these two studies include over 1,000 participants. Findings Materialism does not just make consumers more likely to love brands, it also alters the way they relate to brands. Specifically, brand love is associated with loving brands that one currently owns rather than wishing for brands that one cannot afford and vice-versa for materialism. Brand love is also more strongly related to the centrality and success dimensions of materialism than to its happiness dimension. Materialism is not just associated with loving brands; it is also strongly associated with loving money. Finally, there has been an active debate over whether brand love is applicable to a wide variety of brands or just a select few. This research finds that an extremely wide variety of brands are loved by consumers. Research limitations/implications The findings are limited by the cross-sectional nature of the survey approach, the use of a student sample and a MTurk sample and by a set of solely US participants. Practical implications This research explores the distinction between a brand love-based marketing strategy and a materialism-based strategy. A brand love-based strategy leverages positive emotional connections that consumers have with past purchases of a brand, whereas a materialism-based strategy seeks to make a brand an aspirational high-end purchase. Based on the research results, the authors make the case for a brand love-based strategy. In addition, this research partly challenges, yet also partly supports, the common view among marketing practitioners that brand love is only applicable to a few brands. On the one hand, this research finds that consumers love an extremely wide variety of brands. On the other hand, only a few brands have been successful in building brand love across a large group of consumers. Thus, brand love appears to be a more widely applicable strategy than sometimes thought yet also a very challenging strategy to get right. Social implications This research supports prior findings which suggest that the negative outcomes of materialism (e.g. unhappiness) are mostly associated with its happiness dimension (i.e. “I would be happier if I had more money”). In contrast, the findings also suggest that brand love is more weakly associated with its happiness dimension than its centrality and success dimensions. Thus, brand love may be a positive (or at least not a negative) expression of materialism. Originality/value To the best of the authors’ knowledge, this is the first empirical examination of the relationship between brand love and materialism and finds that although these two constructs are correlated, they are empirically distinct. This research is also the first to test the relationship between materialism and love for status brands and finds that materialistic individuals display greater love for these types of brands. This research also introduces the construct of “brand love tendency” which is defined as a consumer’s overall tendency to love brands. Finally, this research is also the first to relate the love of money to both materialism and brand love.

In developing a business in the field of marriage, My Wedding Organizer has designed several wedding packages for brides who want a party that is only attended by a few people (privacy). By working with several reception venues and several other wedding organizers, My wedding organizer has succeeded in making customers feel satisfied with the wedding packages offered. However, in 2019 My Wedding Organizer was not able to achieve the expected target, thus we conducted research aimed at increasing sales of wedding packages on My Wedding Organizer by making a strategy formulation by analyzing the marketing mix of 7P services consisting of products and services, prices, channels. / place of distribution, promotion, people, facilities (physical evidence) and processes based on a SWOT analysis. Based on the research of this study in increase of sales of wedding packages which decreased especially in 2019, namely the creation of a new strategy formulation is based on the SWOT analysis 7P. The conclusions of the study are based on the marketing mix by creating a SWOT matrix, from strategy SO, WO, ST and WT in strategy formulation it can be based on the 7P include product, price, distribution channels / place, promotion, people, processes, and the physical evidence. It is recommended to use the hotel management corporate strategy formulation and business unit strategy formulation, with the wedding venue evaluate and innovate to create a new wedding packages to explore creativity in the promotional aspect of wedding.

PurposeIn this study, a comprehensive theoretical framework was developed to investigate the influence of the determinants of online dried fruit purchase intention in China.Design/methodology/approachThe dried fruit eating experiences of 1,160 participants from China were collected using an online survey.FindingsSignificant differences were noted in the sociodemographic distributions among three age-based consumer segments. Furthermore, the cost of the marketing strategy had the strongest effect on online dried fruit purchase intention. Finally, different patterns of online dried fruit purchase intention were observed among the three consumer segments: consumers aged below 24 years regarded dried fruits as a new and healthy snack choice and favoured companies with high-quality communication with consumers; consumers aged 25–29 years viewed dried fruits as a healthy eating habit, reflecting their strong self-control over their lifestyle; and consumers aged over 30 years valued the convenience marketing strategies applied by dried fruit manufacturers.Originality/valueOverall, the results indicate that dried fruits are considered a niche market of snacks that provides added value for core products in the Chinese e-commerce (EC) market; therefore, developing cost-effective strategies to raise consumer awareness of dried fruits is crucial. Furthermore, marketing strategies should target different consumer segments.

The research aimed to analyze the influence of visual merchandising, store atmosphere, availability of money, and promotional activity on impulse buying behavior in MINISO Pekanbaru. The research applied a quantitative method, and the population was consumers who purchased any product in MINISO Pekanbaru. The sample amounted to 150 respondents with an accidental sampling technique. The instrument used was a questionnaire by asking questions to respondents. Analysis was conducted by using a multiple regression linear approach with IBM SPSS 23. The results show that the store atmosphere does not significantly influence impulse buying behavior. Meanwhile, visual merchandising, availability of money, and promotional activity significantly affect the impulse buying behavior. The results imply that MINISO Pekanbaru has implemented a proper marketing strategy to attract consumers to buy impulsively. However, MINISO Pekanbaru needs to re-consider the display and information placement about the products so that the consumers feel comfortable and content to spend a longer time there.

E-COMMERCE WEBSITE AS A MEDIA FOR PROMOTING SALES OF FISHERMEN’S WIFE GROUP SEAFOOD PROCESSING IN KARANGANTU. Currently fish caught from husbands who work as fishermen can only be marketed fresh, and if they are not sold, they will be discarded or used as animal feed. Fish product development processing is being carried out by agencies for groups of fishermen’s wives. We carried out community service by marketing team that can help increase fishermen household income. Marketing strategy is by creating a website. The objectives of community service through this activity are as follows: (a) Introducing fishermen’s wives to information media for sales, (b) Creating Banten Bahari E-Commerce Website (BAHARI) which later can be used as marketing media by fisherman wives. Method to achieve the first goal is by community education, and for online we use the Waterfall method. The socialization of online media introduction for marketing marine products in Karangantu was well responded by fishermen’s wives. Making the BAHARI website is one of promotional media that fishermen’s wives can use in the future.

Objective – One of the central considerations to any marketing strategy is the specific patterns displayed by consumers, also known as their ‘shopping style’. The importance of shopping style has scarcely been researched in the context of Indonesian consumers. Methodology/Technique – This study seeks to understand the effect of shopping style as a market segment on the perception of marketing practices in the modern retail industry. The study is an exploratory survey study using 900 samples of Indonesian shoppers in the modern market. Findings & Novelty– This study concludes that the majority of consumers in Indonesia exhibit an economical and promotional sensitive style of shopping. They are also identified as brand-oriented shoppers and moderate perfectionists. It also verifies two segments of the Indonesian consumer market: recreational shopper and utilitarian. Type of Paper: Empirical. JEL Classification: Keywords: Market Segmentation; Recreational Shopper; Shopping Style; Utilitarian Shopper. Reference to this paper should be made as follows: Helmi, A; Sudarma, Y. 2020. Study of Profile and Segmentation of Shopping Style of Indonesian, J. Mgt. Mkt. Review 5(3) 147 – 154. https://doi.org/10.35609/jmmr.2020.5.3(3)

Perkembangan teknologi informasi yang ada saat ini telah mengubah gaya hidup manusia menjadi jauh lebih mudah. Dalam melakukan penjualan terhadap roti yang diproduksi, usaha Roti Dapoer Yuri masih menerapkan sistem secara konvensional, strategi pemasarannya pun dilakukan secara langsung dengan cara melakukan pengantaran produk ke warung-warung, toko-toko bahkan ada sebagaian konsumen yang mendatangi langsung ke rumah untuk menjemput produk tersebut untuk dijual lagi kepada konsumen yang lainnya, sementara itu media promosi yang dilakukan saat ini hanya memanfaatkan konsumen yang pernah membeli roti tersebut, hal ini membuat penjualan kurang efektif dan promosi yang tidak banyak diketahui oleh orang banyak. Jika dilihat dari perkembangan teknologi sistem informasi yang berkembang saat ini Usaha Roti Dapoer Yuri sangat membutuhkan sebuah teknologi untuk meningkatkan penjualan dan sebagai media promosi produk yang bisa diakses secara online dan dapat diakses dimanapun dan kapanpun, dimana pembeli mampu mengetahui informasi produk yang akan dijual dan melakukan transaksi pemesanan secara online. Adapun metode penelitian yang digunakan adalah model waterfall yaitu melalui beberapa tahapan seperti analisis kebutuhan, desain sistem yang akan digunakan, pembuatan kode program dan pengujian sistem yang dibuat. Dalam melengkapi data agar tujuan bisa dicapai maka teknik pengumpulan data menggunakan teknik observasi dan studi. Sementara itu hasil dari implementasi teknologi informasi ini mampu memberikan peningkatan penjualan dan promosi yang lebih mudah.

PurposeThis article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.Design/methodology/approachThis research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.FindingsThis research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.Originality/valueThis article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

The research aimed to know why did Resik V transform its product advertisement by Islamization? How did the advertisement put and negotiate the Islamic symbols and codes on women’s feminine area cleansing products? The research would carry out textual data analysis for the 2012 version of Resik V “Sekarang Berhijab” advertisement using Roland Barthes’s semiotics theory. The results show that the advertisement utilizes the symbols of the hijab and the Indonesian Ulema Council’s label as commodities to put the Resik V product closer to Islam, as Islamic values attracted great attention from the society at that time that leaded to consumption activity. However, the Islamization in the Resik V product has ruled out the context of the hijab and halal concepts themselves, namely faith.

Research conducted by the author entitled "Surabaya City Branding Strategy" Surabaya Sparkling "In Increasing Tourist Visits". The purpose of this study is to find out how the Surabaya city branding strategy in increasing tourist visits. This is needed because the city of Surabaya has a lot of potential in the tourism sector such as parks in the city center, culinary tours, historic sites. The authors use Anholt's theory of general strategies in marketing or urban development and Kotler's hexagon city branding to find out how Surabaya's city branding strategy is in increasing tourist arrivals. The type of research used is the literature review where the research is in the library and study the literature which is the primary data source. The research approach uses descriptive qualitative analysis. The results of this study the Surabaya city government in increasing tourists, using the marketing strategy or promotion of city branding "Sparkling Surabaya" through the website, Instagram account, SSCT Bus, and holding events or activities one of them Car Free Day. This study concludes that the city branding strategy used is a marketing or promotion and event strategy, in increasing tourist visits.

Most pharmacies sold only large segments of herbal needs, there were not pharmacy that serves special herbal needs. This study aims to find out the possibility of special needs of herbal products can develop or not at Bekasi. The research was a descriptive explorative research by distributing questionnaires to 100 respondents in December 2017 to March 2018 then the result was processed by using SPSS software version 24 and basic statistic. The results of data processing were analyzed from aspects of the marketing mix. The results showed that nature’s pharmacy had not been accepted by the people at around of Bekasi but there was a business opportunity of new concept of nature’s pharmacy. Marketing strategy of nature pharmacies at around of Bekasi by applying nature’s pharmacy promotion system through counseling and promotion vigorously through advertisement in online media and providing vitamin products and herbal medicines completed with the right dosage form and the right type of herbal medicines.

Amaç – Marka evangelizmi ağızdan ağıza pazarlamanın daha gelişmiş halidir. Ağızdan ağıza pazarlama; pazarlama iletişimi için bir iskeletse, marka evangelizmi bir ruhtur. Marka evangelizmi; tüketicinin marka için, onun savunucusu, elçisi, avukatı gibi davranması, markaya büyük hayranlık ya da büyük bir aşk beslemesidir. Türkiye’de marka evangelizmi konusunda yapılmış çalışmalar oldukça sınırlıdır ve bundan dolayı da halen gelişime açıktır. Eldeki bu çalışma ile de marka evangelizmi konusundaki alanyazınına katkı sunmak amaçlanmaktadır. Yöntem – Çalışmada eFANgelizm ölçeği kullanılmış ve böylece marka evangelizminin satın alma bağımlılığı, satın alma niyeti ve markayı tavsiye etme üzerindeki etkisi belirlenmeye çalışılmıştır. Bu doğrultuda 614 katılımcı ile “kolayda örneklem yöntemi” ile bir anket yapılmış ve SPSS 25 paket programında sınamaya tabi tutulmuştur. Bulgular – Bulgular göstermektedir ki; marka evangelizminin satın alma bağımlılığı, satın alma niyeti ve tavsiye etme üzerinde bir etkisi bulunmaktadır. Bundan dolayı pazarlama uzmanlarının yapması gereken evangelist tüketiciler topluluğu meydana getirmektir. Tartışma – Pazarlama yöneticileri Evangelizm Pazarlama’yı pazarlama stratejilerinin bir parçası olarak görmelidirler. İşletmenin yeni müşteriler kazanmasında evangelist tüketiciler kritik bir rol oynayabilir ve markanın satışlarının artmasını sağlayabilir. Bunun nedeni, marka evangelistlerinin herhangi bir çıkarı olmaksızın markanın elçiliğini yürütmeleri ve böylece olası müşterilerin ikna olmasında etkili olabilmeleridir. Purpose – Brand evangelism is a more advanced form of Word of mouth marketing. If word of mouth marketing is a framework for marketing communication, brand evangelism is a spirit. In brand evangelism; the consumer is acting as the defender, ambassador and lawyer of the brand and he/she is a great fan or a great lover of the brand. Studies conducted on the brand evangelism in Turkey is quite limited and is therefore still open to development. Design/methodology/approach – With this study, it is aimed to contribute to the literature on brand evangelism. For this purpose, eFANgelism scale was used in the study and thus the effect of brand evangelism on purchasing addiction, intention to purchase and brand recommendation was tried to be determined. In this respect, a questionnaire was conducted with 614 participants using "convenience sampling method" and tested in SPSS 25. Findings – The findings show that; brand evangelism has an impact on on purchasing addiction, intention to purchase and recommendation. Therefore, what marketing experts need to do is to create a community of evangelist consumers. Discussion – Marketing managers should see Evangelism Marketing as part of their marketing strategy. Evangelist consumers can play a critical role in the business's acquisition of new customers and increase the sales of the brand. Because brand evangelists run the embassy of the brand without any interest, which can be effective in convincing potential customers.

Hotels are pursuing diversified information provision and marketing through SNS in order to make collection of information easier, reduce marketing costs, and fulfilling the diverse range of desires of consumers. However, as the quantity of information provided is increasing markedly and becoming more complex, consumers are becoming increasingly confused on which information should be used, which would then impart negative effects on the hotel. The aim of this study is to examine consumer confusion and verify the relationship of consumer confusion with consumers’ negative emotions, dissatisfaction, and delays in purchasing. For this purpose, a questionnaire survey was conducted on consumers who experienced SNS marketing for hotels as the subjects, and data was obtained from a total of 291 subjects and was used for analysis. From the results of the analysis, it was found that overload confusion and ambiguity confusion, among the subordinate factors of consumer confusion, have affirmative effects on negative emotions, while overload confusion and similarity confusion impart affirmative effects on dissatisfaction. In addition, it was found that negative emotions and dissatisfaction have affirmative effects on the delays in purchasing. Based on the results of the empirical analysis, several implications on the SNS marketing strategy and operation of the hotel are suggested.

With the emerging of Internet technology, the digital game industry is booming. Successful promotion is a requirement for new games to gain an important position in market competition. Some marketing literature emphasizes that event marketing constitutes an effective way to promote new products, and key opinion leaders (KOLs) and user-generated contents (UGCs) play an important role in game adoption. However, there are no relevant studies to explore event marketing, KOLs, and UGCs’ role and influence in the different stages of the process of new game promotion. Thus, using text mining and social network analysis methods, this study collected 698,965 postings on Sina Weibo to analyze the information diffusion trends and the effect of UGCs, marketing events, and KOLs at different promotion stages. Our results show that the new game promotion experienced a rapid outbreak and finally entered a declining diffusion trend. Critical events driven by popular festivals played an important role in the promotion process. Comic and game KOLs have higher influence, and marketing KOLs must cooperate with these KOLs to achieve better diffusion effects. In addition, head KOLs play a major role in information dissemination, especially in the first stage; however, when the information increases rapidly, ordinary users and tail KOLs also increase rapidly. The development of UGCs also reflects the diffusion trend of new game promotion. Based on these results, this study suggests countermeasures and suggestions for game design and marketing promotion for new game promotion.

The design of an effective brand story has become a key issue in marketing strategies. This study aims to explore what kinds of brand stories (underdog or top dog) individuals prefer from the perspective of the level of self-construal and the need for uniqueness. In this study, a questionnaire survey was used to collect data from China. One-way analysis of variance and bootstrapping via the Process plug-in were adopted to test the hypotheses. This study confirms that individuals with independent self-construal have a higher need for uniqueness and prefer underdog brand stories, while individuals with interdependent self-construal have a lower need for uniqueness and prefer the top dog brand story. This paper promotes theoretical research in the fields of self-construal, the need for uniqueness, and brand stories, and provides rich theoretical support for enterprises in designing and adjusting brand stories. Implications, limitations and future studies are discussed.

The COVID-19 pandemic that has been going on since the beginning of 2020 has had a tremendous impact on all business sectors. Several sectors experienced a decline, not even a few went bankrupt. One of the companies that managed to survive in the midst of a pandemic is Burger King. By utilizing social media accounts, Burger King is able to optimally implement empathic marketing strategies so as to increase customer engagement. This study uses a qualitative descriptive method with a phenomenological approach. This research method will focus on studying and explaining the phenomenon of the marketing strategy used by Burger King during the COVID-19 pandemic. The object of this research is on Burger King's social media pages, namely Instagram (@burgerking.id) and Facebook (Burger King Indonesia). The image post containing the marketing strategy was uploaded on November 3, 2020 or when the COVID-19 pandemic was taking place in Indonesia. One of the latest marketing strategies is to create exclamation content as well as invitations to be uploaded on their official social media which contains an invitation to Burger King to its customers to buy products from various other restaurants, including its competitors, namely McDonald's and KFC. Burger King also recommends its customers to buy from several other fast food/restaurants such as Pizza Hut, Wendy's, Hokben, J.Co, RM Padang Simple, to Warteg. This marketing strategy generates a lot of empathy and respect from netizens to help and invite each other in terms of buying products from the fast food.

Impulsive buying is a purchase decision that is not planned, is decided on the spot, and results from stimuli. Regarding impulsive buying, the lack of understanding and interpretation of consumer sentiment will encourage companies to reduce their impulsive buying decisions as much as possible. The contemporary sophistication of technology makes it easier for companies to explore the meaning of consumer sentiment in more depth. One of the technological tools that can be used to study consumer sentiment is social listening. This research utilizes technology in social listening on NVivo software to explore the meaning of consumer sentiment in impulsive online buying. Consumer sentiment resulted from an analysis based on 12.364 posts related to online impulsive buying and flash sales that found out negative sentiment formed. Consumers expressed satisfaction and love toward the flash sale program, but consumers generally feel annoyed with their decision to buy impulsively, relieving their stress afterward. Therefore, this negative sentiment can potentially impact the company if followed with the right marketing strategy.

The research studied on effect of social media marketing activities (SMMA), i.e. customization, entertainment, interaction, trendiness, and word of mouth, on mediating effect of brand equity and brand loyalty towards fashion accessories among Chinese youth. Cross-sectional research and quantitative approach are implemented. A total of 300 data were collected through online survey. Results proved that entertainment, trendiness, and word of mouth have significant positive impact on brand equity; and brand equity has significant positive impact on customer loyalty. Findings also revealed brand equity mediates association between entertainment, trendiness and word of mouth on customer loyalty. With the aim of increasing brand loyalty, Chinese fashion accessories industry should consider SMMA as important marketing strategy by focusing on the aspects of entertainment, trendiness and word of mouth.

Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

This study aims to find evidence of the influence of Sharia Marketing Strategy, Consumer Satisfaction, and Consumer Confidence. This type of research is quantitative research. The population in this study are consumers at Naughti Hijab Store. The sampling technique used is using the Slovin formula. The sample in this study in this amounted to 100 respondents Naughti Hijab Store cunsumers. In this study using four variables, namely sharia marketing strategy, consumer satisfaction, and consumer confidence as independent variables and consumer loyalty as the dependent variable. This study uses multiple linear regression analysis method with the help of SPSS. The results showed that the sharia marketing strategy had a positive and significant effect on consumer loyalty, consumer satisfaction did not have a positive and significant effect on consumer loyalty, and consumer confidence had a positive and significant effect on consumer loyalty. From the results of multiple linear regression analysis, the coefficient of each variable is obtained, namely sharia marketing strategy 0,000, consumer satisfaction at 0.081, and consumer confidence at 0,016.

This article aims to discuss the relationship between fashion and the media and their influence on people's consumption actions. It aims to show that consumption trends are used by companies to endorse the process of buying a product. Such trends represent the inclinations of consumers and may indicate future changes in the consumption of products. The methodology used was a bibliographic study of how the development of the media, particularly television, in Brazil and also an analysis of two advertising campaigns with two different celebrities in order to understand how the endorsement was used by the company. It was realized that using celebrities or digital influencers is a marketing strategy that is effective when it comes to presenting or selling a product, as long as that celebrity has empathy and affinity with what is disclosed. Este artículo tiene como objetivo discutir la relación entre la moda y los medios de comunicación y su influencia en las acciones de consumo de las personas. Su objetivo es mostrar que las empresas utilizan las tendencias de consumo para respaldar el proceso de compra de un producto. Estas tendencias representan las inclinaciones de los consumidores y pueden indicar cambios futuros en el consumo de productos. La metodología utilizada fue un estudio bibliográfico de cómo el desarrollo de los medios de comunicación, particularmente la televisión, en Brasil y también un análisis de dos campañas publicitarias con dos celebridades diferentes con el fin de comprender cómo fue utilizado el respaldo por parte de la empresa. Se percató que usar celebridades o influencers digitales es una estrategia de marketing que resulta efectiva a la hora de presentar o vender un producto, siempre y cuando esa celebridad tenga empatía y afinidad con lo que se divulga. O presente artigo pretende discutir as relações entre a moda e a mídia e sua influência nas ações de consumo das pessoas. Tem como objetivo mostrar que as tendências de consumo são utilizadas pelas empresas para endossarem o processo de compra de algum produto. Tais tendências representam as inclinações dos consumidores e podem indicar as transformações vindouras no consumo dos produtos. A metodologia utilizada foi um estudo bibliográfico de como o desenvolvimento dos meios de comunicação, em particular a televisão, no Brasil e também uma análise de duas campanhas publicitárias com duas celebridades distintas a fim de entender como o endosso foi utilizado pela empresa. Foi percebido que utilizar celebridades ou influenciadores digitais é uma estratégia de marketing que se mostra eficaz quando se trata de apresentação ou venda de um produto, desde que tal celebridade apresente empatia e afinidade com o que é divulgado.

Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer. Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. The theoretical and practical implications of these findings are discussed.

The tight competition between schools in the era of globalization today, requires that the school Ivory Serpong Sower SDK to do the marketing strategy as attractive as possible, in order to enhance the new prospective learner interests as well as improve the quality of and professionalism in the management of the school. It is a promotional effort is used to market products or services to the public, so that they are more familiar with or know the product or service being marketed. Current media information and promotions that use the SDK Sower Ivory Serpong still be printed in the form of banners, brochures and more, so there are still many who have not yet learned about SDK Sower Gading Serpong. The purpose of this research is to inform and promote school SDK Sower Ivory Serpong. Based on a needs analysis is required of media promotion in the form of a video profile, to support information and promotion more attractive and effective by using the software Adobe Premier and Adobe Photoshop. Research methods used namely collecting data through observation, interviews and literature studies, Media Production and concept i.e. preproduction, production and postproduction. Through the design of Video media Profile of this SDK Sower Ivory Serpong can better known to many people and attracting parents to enroll his son in schools � SDK Sower Ivory Serpong

Background Manufacturers of e-cigarette-related products are using cartoons as a marketing strategy, despite restrictions on cartoon marketing for combustible cigarettes. Here, we examined associations between exposure to e-liquid packaging with cartoons (operationally defined as recognition of actual marketing images) and e-cigarette use, susceptibility to use, and expectations of benefits and risks of use. Methods U.S. adults completed online surveys assessing e-cigarette use. In Study 1, participants (N = 778; Mean age = 23.5 years; 62% women) completed a questionnaire assessing expectations about benefits and risks of use. Then they were presented with 22 e-liquid package images (with and without cartoons) and were asked to endorse whether they recognized the products. In Study 2, participants (N = 522; Mean age = 30.4; 55% women) were presented with 24 e-liquid images (with and without cartoons) and asked to rate product appeal. Results For Study 1, among never users, cartoon recognition was associated with greater likelihood of being susceptible to use e-cigarettes, and with expectations of taste enjoyment and social facilitation. For Study 2, there was no significant difference between cartoon and non-cartoon images on appeal ratings. Conclusions Cartoon-based marketing exposure – as measured by recognition of e-liquid package images – was associated with susceptibility to use e-cigarettes, which is consistent with previous research on the use of cartoons to promote combustible cigarettes. These data suggest that restrictions on the use of cartoon-based marketing strategies for e-cigarettes should be similar to those for cigarettes, to reduce susceptibility and perceived benefits among non-users.

Purpose The purpose of this paper is to identify potential competitive relationships among brands by analyzing the dynamic clicking behavior of consumers. Design/methodology/approach Consumer sequential online click data, collected from JD.com, is used to analyze the dynamic competitive relationship between brands. It is found that the competition intensity across categories of products can differ considerably. Consumers exhibit big differences in purchasing time of durable-like goods, that is, the purchasing probability of such products changes considerably over time. The local polynomial regression model (LPRM) is used to analyze the relationship between brand competition of durable-like goods and the purchasing probability of a particular brand. Findings The statistical results of collective behaviors show that there is a 90/10 rule for the category durable-like goods, implying that ten percent of the brands account for 90 percent market share in terms of both clicking and purchasing behavior. The dynamic brand cognitive process of impulsive consumers displays an inverted V shape, while cautious consumers display a double V shaped cognitive process. The dynamic consumers’ cognition illustrates that when the brands capture a half of the click volume, the brands’ competitiveness reaches to its peak and makes no significant different from brands accounting for 100 percent of the click volume in terms of the purchasing probability. Research limitations/implications There are some limitations to the research, including the limitations imposed by the data set. One of the most serious problems in the data set is that the collected click-stream is desensitized severely, restricting the richness of the conclusions of this study. Second, the data set consists of many other consumer behavioral data, but only the consumer’s clicking behavior is analyzed in this study. Therefore, in future research, the parameters brand browsing by consumers and the time of browsing in each brand should be added as indicators of brand competitive intensity. Practical implications The authors study brand competitiveness by analyzing the relationship between the click rate and the purchase likelihood of individual brands for durable-like products. When the brand competitiveness is less than 50 percent, consumers tend to seek a variety of new brands, and their purchase likelihood is positively correlated with the brand competitiveness. Once consumers learn about a particular brand excessively among all other brands at a period of time, the purchase likelihood of its products decreases due to the thinner consumer’s short-term loyalty the brand. Till the brand competitiveness runs up to 100 percent, consumers are most likely to purchase a brand and its product. That indicates brand competitiveness maintain 50 percent of the whole market is most efficient to be profitable, and the performance of costing more to improve the brand competitiveness might make no difference. Originality/value There are many studies on brand competition, but most of these research works analyze the brand’s marketing strategy from the perspective of the company. The limitation of this research is that the data are historical and failure to reflect time-variant competition. Some researchers have studied brand competition through consumer behavior, but the shortcoming of these studies is that it does not consider sequentiality of consumer behavior as this study does. Therefore, this study contributes to the literature by using consumers’ sequential clicking behavior and expands the perspective of brand competition research from the angle of consumers. Simultaneously, this paper uses the LPRM to analyze the relationship between consumer clicking behavior and brand competition for the first time, and expands the methodology accordingly.

Marketing has evolved from being mainly transactional based to relationship driven. As social media platforms facilitated a two-way communication channel between brands and consumers, they also made it possible for brands to have their own conversations. In fact, such brand–brand conversations are found on Twitter and are increasingly going viral as followers become intrigued and excited around such creative brand exchanges. Interestingly enough, when non-human brands engage in relational moments, they forge even further their brand personalities and become highly anthropomorphized by their followers. These relational moments present high risks and opportunities for companies and are still under-researched. Through a qualitative approach using an inductive thematic analysis to analyze a total of 17,136 comments from brand followers on Twitter, the research studies brand–brand conversations leading to the typology of such relational moments. The findings map six brand–brand relational moments alongside the different inherent strategies, objectives, and desired outcomes from such conversations. This research is among the first to establish the grounds for a brand–brand relationship alongside a typology for such relational moments. While most of the researches focus on relational building between brands and consumers, this research shows that brand–brand relationship moments could be an influencing factor on consumers’ brand perceptions.

Despite a growing focus on content marketing as a modern marketing tool, research on it is sparse. Missing completely is a comparison of content marketing with other forms of content, namely sponsored and user-generated content, although these content types are of high relevance for the marketing strategy of a company. To fill this research gap, the present study examines how different content types are perceived and how they influence brand responses through persuasion knowledge. A serial mediation model is developed, which posits that different content types lead to a varying conceptual persuasion knowledge, which then influences the activation of attitudinal persuasion knowledge and in turn results in different brand attitudes. The corresponding model is tested in an experimental study, using different content types in the context of the video game industry. The findings indicate that, through the proposed serial mediation, sponsored content leads to a more negative brand attitude than user-generated content and content marketing. These results suggest that, although coming directly from a company, content marketing seemingly is perceived in a similar way as user-generated content. The implications for marketing managers concerning content marketing strategies are discussed.

Purpose The purpose of this paper is to propose the concept of conviction in online environment. It examines the vital role of conviction and firm’s brand reputation while understanding the impact of social media usage and electronic word-of-mouth (EWOM) on purchase decisions of Generation Y. Design/methodology/approach Literature review resulted in six constructs – social media usage, EWOM, conviction, firm’s brand reputation and purchase intention and customer loyalty. The authors adopted the concept of conviction from another field of enquiry (organizational learning), conducted a qualitative study and an e-mail survey with post-graduate management students (Generation Y) of a university to examine the impact of social media and EWOM on customer purchase decision. Data were collected and analyzed with the help of structural equation modeling. Findings Results indicated that impact of social media usage and EWOM on purchase decision is mediated by conviction. Firm’s reputation as brand (perceived by the customer) moderates the relationship between EWOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation. Originality/value This study validates the concept of conviction in online environment. The purchase decision is defined as purchase intention and loyalty of the customer.

Recently, the restaurant industry has witnessed an unprecedented rise of healthy restaurant brands. However, the existing literature offers little guidance on how to effectively leverage such brands in the marketplace. To address this gap, the current research examines a novel marketing strategy (i.e., using handwritten typeface on menus) that enhances consumer responses to healthy restaurant brands. The results show that handwritten typeface creates a competitive advantage by conveying a sense of human touch, which subsequently induces the perception that love is symbolically imbued in the restaurant's offerings. The belief that “menu contains love” leads to a wide range of favorable consumer responses including positive attitudes toward the menu, enhanced perceived healthiness of the brand, and higher social media engagement. The results show that these positive effects occur only when the restaurant brand is health-focused. Moreover, the handwritten typeface effect with healthy restaurants is observed in both social and solo dining contexts. Implications for branding, visual design, and menu psychology are discussed.

This study investigated the effectiveness of a brand marketing strategy that can be used by Asian brands originating from particularly emerging Asian countries to introduce themselves to th...

Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, including a natural experiment using panel data, a survey of community members, and two controlled experiments, we show that signals that evoke a positive social role have the ability to drive greater engagement (i.e., creating discussions, posting comments, and future engagement intentions) than signals that do not provide role clarity. The effect is moderated by user tenure, such that new consumers’ engagement is particularly influenced by signal type. These findings have important implications for marketers as they use reputation signals as a strategic tool when managing online communities.

Increased human awareness of the importance of preserving natural resources has made many producers of various types of products begin to switch to using materials that do not damage the environment or known as green products. This change in the concept of marketing based on the environment requires the right marketing strategy to create customer satisfaction and loyalty. Retained customers will be happy to express positive things and provide recommendations about products to others (Word of Mouth). This research was conducted on consumers in the city of Denpasar by using data from the number of Oriflame consultants as many as 100 people. Data were analyzed by path analysis techniques, where the validity and reliability tests were carried out in the initial stages of testing. The results of the analysis show that satisfaction and word of mouth have a significant effect on consumer loyalty on the Oriflame brand green product. Word of Mouth also plays a role in mediating the effect of satisfaction on consumer loyalty on the Oriflame brand green product. For this reason, to encourage positive word of mouth from consumers, the combination of product quality and good service quality will encourage customer satisfaction which ultimately leads to an increase in customer loyalty.

Research question: Analogous to traditional brands, athlete (i.e. personal) brands require management and maintenance. While the use of athlete endorsers is an effective marketing strategy for comp...

Purpose The purpose of this paper is to understand the relationship of consumers’ engagement on social networking sites (SNSs) and their brand attachment behavior in the presence of a mediator, brand communication. Further, this mediation has been studied with presence of emojis as one of the significant moderator. Design/methodology/approach Following a descriptive research design, an empirical investigation was carried out by approaching 252 respondents from India to collect data through online survey forms as well as physical questionnaires. The research instrument was developed using a five-point Likert-type scale and items for the constructs in study were taken after literature review. The SPSS 22.0, AMOS 24.0 and Process (Prof A. Hayes) and Daniel Soper’s statistical tool called “Interaction” for moderation graph were employed for data examination and hypothesis analysis. Findings It was found that brand communication mediated the relationship between consumer engagement on SNSs and brand attachment significantly. The availability of emojis for a company during a conversation or in digital ad campaigns on SNSs acts as a mediating moderator and its impact on consumers’ brand attachment behavior is very strong through brand communication. Originality/value The study is original in the sense it provides insights into understanding consumer brand attachment behavior on SNSs.

In his history of Unilever, Charles Wilson stated that cinema advertising was not part of the company’s marketing strategy until the late 1930s. However, despite the paucity of surviving archival s...

As Muslims bound to Islamic teachings, the attitude of young millennials preferring non-halal international cosmetics is trivial. Despite the acceptance of halal food, literature on the acceptance of halal cosmetics remains scarce. The intention to purchase halal cosmetics is crucial for the sustainability of halal cosmetics manufacturers. The authors used the theory of planned behavior to identify factors influencing the purchase intention of halal cosmetics among Muslim millennials. Since cosmetics are not exclusively used by females, as males are starting to use them in their daily lives, gender was incorporated into the framework to assess its moderating effect on the relationship. Furthermore, brand image was included in the theory of planned behavior. Data were collected from three universities in Malaysia. A total of 501 responses were analyzed with smart partial least squares to run a multigroup analysis. The analysis revealed that subjective norms have a stronger effect on females, and perceived behavioral control has a greater effect on males. Although attitude and brand image have a positive effect on the intention to purchase halal cosmetics, gender has no effect. The findings are essential for halal cosmetics manufacturers to craft a marketing strategy aimed at Muslim millennials in Malaysia.