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Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers' hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., the color red) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not) take responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures. [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]

Research from both managerial branding and social semiotics has acknowledged the construction of space for retail establishments, while the experiential turn in brand practice has resulted in the more deliberate use of space to build identifiable characteristics across outlets. As a "retail apocalypse" has been sweeping across the U.S., forcing numerous chains and malls to close, these outlets often leave a host of brand-identifying materials behind after their closing. As the materials were once used to define the space and communicate a brand identity, they continue to do so in the afterlife of stores, forcing future tenants and the surrounding community to deal with the remains from the former capitalistic enterprises. Using a reflexive, visual ethnography, this paper shows how the materials used for brand purposes outlast establishments and pose obstacles for new tenants by casting a shadow and structuring new tenants as subordinate or lesser than the original outlets. The increased use of branded spaces coupled with the extensive closure of retail outlets has made this a pressing concern as communities need to deal with the trash departing retails have left behind. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) 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.)

In recent years, social media platforms have transformed into dynamic spaces for brand-consumer interaction, with commenting emerging as a strategic tool for brands to connect with their audience. This research study aims to examine what types of incentives trigger customers’ engagement in terms of commenting on different brand-related content types on social media. A total of 415 questionnaires were analyzed and a structural equation modeling approach was used to investigate the relationships among communal, self-interest, and reward incentives as independent variables and intentions to comment on commercial, personal opinion, and lifestyle brand-related content on social media as dependent variables. The results reveal that communal and reward incentives positively influence intentions to engage in commenting on commercial, personal opinion, and lifestyle content, whereas self-interest incentives negatively influence intentions to engage in commenting on the three types of analyzed brand-related content on social media. The paper focuses specifically on intentions to comment on different types of brand-related social media content rather than on contributing activities in general. The present study fills the research gaps, concerning the lack of analysis of the influence of different incentives on intentions to comment on different brand-related content types on social media. [ABSTRACT FROM AUTHOR]

Times have changed and we are experiencing a real demographic and technological revolution, in which the single person, also known as the single, is not only a synonym for free, happy and rich, but also has a high consumption of Internet and social networks. In Spain, the growth of this social group has turned it into a community with consumer behaviour that is relevant for companies. The analysis of communication and marketing strategies, especially those related to online shopping and social media consumption, is key for brands to connect with this target group and offer them what they need. [ABSTRACT FROM AUTHOR]

The intersection of sustainability and sports has emerged as a pivotal arena for exploring the evolving dynamics of contemporary society. In the context of Formula 1, sustainability-related norms and policies have started to affect sponsorship relations. The study aims to examine how F1 teams’ sustainability strategies have impacted their sponsorship policies. To get a better understanding of views, motives and activities related to the adaptation of the sustainability concept to their sponsorship propositions, semistructured interviews with commercial managers from three F1 teams were conducted. Facing diverse stakeholder pressures and expectations, as well as the newly adopted internal policies, the teams’ commercial departments have embraced sustainable development for strategic and instrumental reasons. The adjustments concentrate on aligning the teams’ sponsorship practices with their management vision and sustainability prioritisation. Simultaneously, they also aim to support the implementation of the teams’ sustainability commitments. However, the data suggests that sustainability is not yet consistently a decisive factor in F1 sponsorships. That sparks ethical dilemmas, as teams continue partnering with sponsors from contradictive industries, highlighting a paradox between the sport’s dedication to sustainability and its reliance on commercial ventures. The paper unpacks the under-researched relationship between the adoption of sustainability norms and policies and their practical manifestations in organisational sponsorships. [ABSTRACT FROM AUTHOR]

Facebook provides knowledge regarding the different varieties of products. It is helpful to increase people's attraction. Nowadays, many organizations have official pages and groups to connect with the customer. Facebook makes it easier to access the company so that consumers express their ideas, opinions, and views, and give feedback commencement through Facebook. The purpose of this study is to inspect trends of brand advertisements on Facebook and their consequences on consumer behaviors. The researcher used a quantitative technique to explore the behavior of consumers toward Facebook advertisements. The size of sample was 300 respondents. This study used a questionnaire-based online survey to assemble the information and implement analysis. The findings of the study show that Facebook advertisements provide awareness about the latest trends and also provide more information about the product. Respondents follow the official Facebook pages of their favorite brands. The study also shows that the respondent believes that the product or services purchased online are cheaper than the same item instore. Moreover, the buying preferences of consumers are often influenced by the social media advertisement which has a strong impact on their buying preferences. A small number of consumers also expressed their doubts about online purchases. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos de Psicología del Deporte is the property of Cuadernos de Psicologia del Deporte 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.)

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

The literature on the Indian pharmaceutical industry has examined the importance of product patents and the attempts policy has made to regulate them. However, it has not done the same for the question of brands. Our study addresses this gap. The Tariff Commission Report of 1968, a turning point in the price control policies of the 1960s, is examined. The examination revealed two important points: first, there were attempts to regulate brands through policies; and second, brands were of high importance to all the major industry players. This became evident in the industry's resistance to the government's regulatory efforts.

The aim of the article is to substantiate the system and strategic approaches to content marketing as a digital marketing tool, as well as to systematize the stages of content strategy, taking into account the planning of target customer impressions by stages of the consumer journey. The analysis of research by domestic and foreign scientists shows the lack of a system approach to content marketing and content strategy, the limitation of the possibilities of using content marketing, the not taking into account of the stages of the consumer journey in content marketing, the lack of focus on creating customer impressions of brands in the development of a content strategy. As a result of the study, system and strategic approaches to content marketing are substantiated. The types of content and its components are characterized. The stages of formation of the content strategy of the brand are allocated, which is defined as a comprehensive plan (program of actions) for the preparation, creation, distribution and expansion of valuable content for customers to create impressions, which ensures the attraction of new customers, increasing the loyalty of regular customers, growing defenders and promoters of the brand and, accordingly, achieving the goals of content marketing, digital marketing of the brand and business in general. The author allocates the place of the brand’s content strategy in its strategic set, which is subordinated to the business strategy, digital marketing strategy and communication strategy. It is proved that the formation of these strategies, taking into account the influence of environmental factors, is based on brand identity and has an impact on the brand image. For the effective implementation of the content strategy, the goals, content formats and relevant KPIs are systematized, recommendations for the use of content formats depending on the stages of the consumer journey are provided. Sections of the content plan are proposed and requirements for the development of effective content to create positive impressions of brand customers are formulated. Prospects for further research in this direction are systematization of brand content by spheres of identification of customer impressions (by types of economic activity).

In the Portuguese wine sector there was a strong adhesion of companies, producers and traders to the registration of trade marks since the modern commercial brands emerged after the creation of the legal framework for their protection, at the end of the 19th century. We also must consider the existence of different regions of production, from north to south of the country, and the historical process of recognition of the different denomination of origin, which occurred since the beginning of the 20th century, in a context of post-phylloxera reconversion, market instability and the proliferation of imitations and counterfeits. Because wine sector was strategic in the Portuguese economy, in this article we will analyze the marks of different companies, traders and producers representative of various Portuguese wine regions, between 1918 and 1924 from the Trademark Registration in the Boletim de Propriedade Industrial (Industrial Property Bulletin). The aim is to understand the relationship between trademarks and appellations of origin, to understand if there was the growth of the different terroirs and their types of wines, and to identify, on a semiotic basis, representative and identifying elements of the indication of provenance, used in countless brands.

This article explores the possibility that product features may resonate differently with different consumers based on how consumers classify the product in relation to their selves. Prior research has shown that relating products to a consumer's self affects product memory, judgment, and choice. Here we identify a novel way in which the self contextualizes consumers' product decisions: egocentric processing. We introduce a theoretical distinction between two types of product features based on relative applicability to people versus products: person-related (e.g. toughness) and product-related (e.g. durability). Seven experiments demonstrated that consumers use self-categorization cues, such as ownership or brand, to classify products in relation to the category of self. Consumers then use the category of self, to which person-related features neatly apply, to process information about in-self products. Person-related features thus gain three advantages in consumer decisions about in-self (vs. out-self) products: greater consideration, faster processing, and higher importance. We see these advantages especially when (1) similar advantages are present in self-judgment, (2) consumers are self-focused, and (3) the self-categorization cue is self-defining. Our findings both open up new ways for marketers to increase the appeal of products for specific consumer segments and demonstrate ways to identify and target these segments. [ABSTRACT FROM AUTHOR]

The exposure of minors on social media by influencer mothers and fathers is becoming an increasingly common practice, especially on Instagram. Sharenting (a combination of "share" and "parenting"), understood as the sharing of information and photos of children on social media, raises numerous ethical, legal, and advertising-related questions. The digital footprint of minors and its potential effects are intertwined with the practice of influencer parents who use their children's images to promote brands and products. The objective of this study is to contribute to the research on sharenting in connection with influencer marketing, specifically focusing on mothers and fathers who use their children to create advertising content. The study aims to verify the presence of brands targeting minors in their parents' posts, analyze the use of minors' rights to image and privacy by their parents, and determine whether it complies with legal spanish advertising regulations. The presence of minors and brands in a sample of 89 influencer mothers and fathers on Instagram is analyzed through content analysis (363 posts from August 20th to September 20th, 2023, and 295 stories). The results indicate an extremely high presence of minors in posts by influencer mothers and fathers, and they often serve as vehicles for brands (with 96.71% of mothers' posts featuring brands), although fewer than 15% of these are identified as advertisements. The conclusions highlight the misuse of minors' images and privacy on Instagram by their influencer parents for advertising purposes. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Kirkuk University for Agricultural Sciences is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) 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.)

In Spain, approximately 75% of toy sales are concentrated at Christmas (Asociación Española de Fabricantes de Juguetes, 2022). Taking into account this data, it is inevitable to talk about the importance of the Three Wise Men. Every year, boys and girls write their letters with the illusion of waking up on January 6 with gifts in their living rooms. In this context, it is opportune to analyze these letters in order to know the nature of the children's requests in their letters to the Three Wise Men. For this reason, the present work offers a content analysis of 417 letters, both at the formal level and an analysis of the gifts requested. The main results of this research reveal that children include the brand of their favorite toys in almost 75% of the cases and their inclusion increases with the age of the children. Likewise, it is determined that not all requests are toys and it is analyzed how the weight of toys and non-toys varies according to the age and gender of the child in their letters. In addition, it is found that children do not only ask for gifts for themselves. [ABSTRACT FROM AUTHOR]

To date, limited research has examined how sports fans feel about the response by sportswear brands towards athletes who are paid to endorse their brand but also publicly engage in social and political activism. In addressing this shortfall, this article presents the views of 1,001 US sports fans, collected via an online survey from May 2021 to June 2021. Locating the findings within two prominent themes - social responsibility strategy and financial motives - two-thirds (66%) of the participants felt that sportswear brands had become more supportive of athletes publicly engaging in social and political activism, whilst one-third (34%) felt that little had changed from what athletes faced in previous generations. The article concludes by outlining that as athlete activism becomes more prominent in the US, both inside sports arenas and on social media platforms, the social responsibility strategy of sportswear brands will become an even more important feature in the consumer culture of US sports fans. [ABSTRACT FROM AUTHOR]

Copyright of Revista Pretexto is the property of Revista Pretexto 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 article has several distinct purposes: firstly, I will analyze the reasons why children end up being the target of advertising campaigns from an early age; secondly, I will assess the definite effects of advertising on children; thirdly, I will analyze if the audiences of advertising campaigns develop skeptical attitudes regarding the advertisements they come into contact with; fourthly, I will identify the factors that determine the skeptical attitude toward advertisements; fifth, I will identify and assess the kinds of skepticism that children might develop toward advertisements and whether these kinds of skepticism are real states that children's minds can acquire. The thesis I want to argue is that most research on the possibility of children developing a skeptical attitude towards advertising operates with a diluted concept of skepticism, which has the consequence of identifying a greater number of skeptical children (and adults). A weakened concept of skepticism results in the lowering of the age at which children are declared skeptical and, consequently, fit to be exposed to advertising. Such scientific results, even if they spring from the honest intentions of scientific research, seem to serve the interests of companies that want to make young children legitimate targets of advertising on all channels. [ABSTRACT FROM AUTHOR]

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid 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.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) 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.)

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco 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.)

The brand is the manufacturer's public persona, a barometer of the company's public standing, and a watershed moment in the company's overall business strategy. There's no getting around the fact that a product's brand serves as its identity; after all, it's what sets one firm apart from another. The protection of registered marks, however, is sometimes the source of intricate legal challenges that obscure the mark's true significance. The purpose of this research is to evaluate and analyze the legal protection of registered trademarks and to determine the reason of the termination of its protection using a normative juridical approach. The research uncovered a number of potential triggers for a brand's registration to be revoked, such as the end of the brand's validity period, a request for revocation by the brand's owner, ministerial initiative based on the recommendation of the brand appeal Commission, or a lawsuit filed by a third party. Once the trademark is registered, it is protected for a certain length of time that may be extended. Legal action, criminal prosecution, and administrative measures like trademark cancellation or registration rejection all serve as deterrents. Defending corporate identities through trademarks is crucial in today's period of intense global competition. This study delves deeply into the value of brands to manufacturers and the legal hurdles that must be overcome to ensure a brand's long-term viability in a competitive market. With this knowledge in hand, company stakeholders may take the necessary initiatives to establish a brand that will endure. Protecting your name and your ideas are essential.

The article identifies six main types of content: communication, entertainment, situational, news, sales, and reputation. The study analyzes changes in content plan structure of companies providing various categories of consumer goods in 2022. The reviewed companies operate in Russia, have official accounts VK and actively interact with users. These companies’ activity on VK has been reviewed and analyzed and trends in various types of content placement considered. The regularities in companies’ content plan change and types of prevailing content for 2022 have been highlighted. The article concludes that Russian companies are facing a serious challenge related to the vacated market niches due to a number of foreign brands market withdrawal. Companies that change their content plan in the direction of active interaction with users and effective use of available social network opportunities will have a clear advantage over those ones that continue to focus their efforts on Western resources, access to which is significantly hindered, and advertising placement and use of paid promotion tools are illegal.

This essay is about the unique role of proper nouns at the intersection of knowledge and property, both tangible and intangible. Nouns are central to any form of property and credit, from a person's name listed on a property deed or copyright registration, to the name of an artist to whom a work is attributed, or that of a scientist after whom a discovery or theory is named. And names can also be found on the other end of the property spectrum, not as the names of authors and owners but as objects of property, as in the case of brand names. Here I trace some of the functions of these names as they move across different scenarios of knowledge-making and property-making, focusing on some of the effects those trajectories are having in the contemporary technosciences as they bring together the function of the author and that of the brand.

Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being defined both by multiplicity, in terms of what marketers can do, and by heterogeneity, in terms of the consumers being marketed to. Successful brand marketers going forward will be those who can find integrative branding solutions that balance and blend multiplicity and heterogeneity. [ABSTRACT FROM AUTHOR]

The purpose of our conceptual introduction is to theorize how brands will continue to be relevant in the future marketplace. We identify three themes that emerge in this special issue that offer intriguing directions for future exploration and managerial action. The first theme is that because of brands' pervasiveness, consumers have developed a meta concept of "brands" that shapes how consumers think about the market, themselves, and others. While marketers consider the power of a particular brand as a valued consumer resource, this theme speaks to the power of "brands" as a category. The second theme contributes to a growing conversation highlighting consumer agency in relation to brands. Consumers manage their relationships with brands; selectively draw on media to create their own brand narratives; and can even upend the "rules" of brand management. The final theme is that brand owners must balance continuity and change, recognizing that brand contestation and cultural change are both inevitable. Brands need to actively consider the sometimes polarized, contesting and agentic voices of consumers and other actors, finding ways to positively influence firm and societal outcomes. We hope this special issue spurs continued new research to imagine future complex dynamics of consumers and brands. [ABSTRACT FROM AUTHOR]

The consumer literature on branding to date coalesces around the notion that brands are constantly contested. Brand contestation arises where the actions of consumer brand actors meet, and sometimes confront, those of the brands' legal owners. This article integrates the extant branding research, a qualitative prestudy, and two complementary empirical studies to advance a theoretical process model of brand contestation. First, an in-depth analysis of thirty historical cases reveals its dynamics and how both the magnitude of contestation and the momentum of mobilization affect brand contestations' scope and evolution. Second, interviews with upper-level marketing and branding executives add an emerging perspective that brand managers can use the energy generated by consumers' contestation to develop antifragility—a brand's ability to grow and thrive as a result of contestation. [ABSTRACT FROM AUTHOR]

Bicultural consumers now represent a third of the US population and are the fastest growing demographic group in the United States. This shift in consumer markets presents a challenge for marketers as they try to design brand strategies to serve this important group. In this article, the authors show that certain types of brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to bicultural consumers. Results from seven studies reveal that bicultural consumers evaluate paradox brands more favorably and choose paradox brands more than traditional brands without contradictions. Furthermore, bicultural consumers exhibit more favorable evaluations and greater choice of paradox brands than do monocultural consumers. These cultural differences are attributable to greater cognitive flexibility found among biculturals, particularly those who adopt an acculturation strategy of integrating their different cultural identities. Greater cognitive flexibility, in turn, prompts stronger engagement with a paradox brand, which contributes to more favorable brand evaluations and choice. Contributions of this research for understanding bicultural consumers, marketing to bicultural consumers, and directions for future research are discussed. [ABSTRACT FROM AUTHOR]

Drawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand's displaced Pākehā (white) majority to carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims. Using multiple sources of ethnographic data, we develop a process model of how brands create national identity through we-ness. We find that marketplace actors deployed brands to create and renew perceptions of we-ness through four-stages: reification, lumping, splitting, and horizon expansion. From this, we make three primary contributions to the consumer research literature: we develop a four-part process model of how brands become national identity resources, explore the characteristics of the brands that enable the emergence of and evolution of we-ness, and explore how our processes can address a sense of dispossession among displaced-majorities in similarly defined contexts. [ABSTRACT FROM AUTHOR]

Households that send members to work away from home often receive information about the lifestyles and consumption behaviors in those migration destinations (i.e., social remittances) along with money or goods (i.e., economic remittances). The authors investigate the effect of having a migrant household member on household brand expenditures in rural India, a market characterized by substantial consumption of unbranded products. They collect and analyze household-level survey data from 434 households across 30 villages using an instrumental variable strategy. Economic remittances result in greater brand expenditure, and this level is higher for poorer households. After controlling for economic remittances, the authors find that the effect of migration on brand expenditures is more positive for households in more populous villages, with greater access to mobile phones, lower viewership of television media, and less recently departed migrants. They demonstrate how marketing resource allocation across villages can be improved by incorporating migration data and provide insights for household targeting in the context of door-to-door selling in villages. The results are robust to alternative, public policy–based instruments and can be generalized to expenditure on private schools. Using additional survey data from 300 households in 62 new villages, the authors replicate the results by comparing within-households brand expenditures before and after the migration event. [ABSTRACT FROM AUTHOR]

One of the fundamental pillars of properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the study is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the study, AIO parameters within psychographic segmentation were used to process primary data collected by marketing research carried out in the form of a questionnaire. Overall, 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process. [ABSTRACT FROM AUTHOR]

Given the growing importance of brands in the wine industry, the purpose of this study is to conduct an analysis of brand strategies and brand architecture used by Romanian wine producers in the Dragășani Vineyard. Academic literature has been reviewed to present the up-to-date theoretical concepts that underpin this research. The research methodology was based on the „honeycomb model", and the research strategy was qualitative. Secondary data were collected from 13 wine producers in the Dragășani Vineyard. The main results of this study focus on the number of brands in each producer's portfolio, the brand strategies and architecture they use, the brand elements that contribute to increasing brand awareness and equity, as well as the means and elements used for differentiation strategy. The study reflects the growing importance that producers in the Dragășani Vineyard place on brands, as well as the increasing need for them to adopt a unified and integrated approach to brand portfolio management. [ABSTRACT FROM AUTHOR]

Impulse buying is when buyers make unplanned purchases that sometimes leave them satisfied or dissatisfied. The present study surveyed 546 customers who purchased food and beverage brands to understand their buying behaviour in the state of Haryana, India. The study used a well-structured questionnaire, collected data via social media platforms, and drew inferences using frequency and descriptive analysis. The results reveal that most consumers tend to buy impulsively regarding food and beverage products. The findings further reveal that consumers make impulsive purchases based on specific choices, preferences, or attachments to brands without considering the brand’s features or other characteristics. Companies can use these inferences to understand the target market’s purchasing patterns and make informed decisions to boost sales. The study recommends that food and beverage companies adopt strategies to attract impulsive buyers based on demographic features and focus on packaging to attract consumers with different personality traits.

This study aims to determine Brand and Promotion on Sales Increase, this research uses quantitative methods with an associative approach. In this study, the population of consumers who come to Medan Sadis Coffee. The sampling method in this study used a probability sampling technique using a random sampling method of 92 respondents. Data analysis techniques used validity test, reliability test, classical assumption test, multiple linear regression analysis, t-test, F test, and coefficient of determination (R2) using SPSS version 16. The results of the t-test for the brand variable are t count -1.665 < t table is 1.986, meaning that the brand variable has no significant effect on increasing sales and the promotion variable t count is 4.220 > t table is 1.986 meaning that the promotion variable has a significant effect on increasing sales. F test of brand and promotion variables Fcount of 9.189 > F table 3.10 means that brands and promotions simultaneously affect sales increase.