Relevant bibliographies by topics / Brand Identity; Consumer Purchasing Decisions

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Brand Identity; Consumer Purchasing Decisions'

Author: Grafiati
Published: 4 June 2025
Last updated: 1 August 2025

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Journal articles on the topic "Brand Identity; Consumer Purchasing Decisions"

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Pramezwary, Amelda, Juliana Juliana, Charles Yap, Elvina Rosalie, and Radella Terfinia. "Pengaruh Identitas Brand Dna Ekuitas Brand J.CO Terhadap Keputusan Pembelian Konsumen." Jurnal Sociohumaniora Kodepena (JSK) 1, no. 2 (2021): 116–33. http://dx.doi.org/10.54423/jsk.v1i2.33.

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Abstrak
 Food and Beverage industry is one of industry that is very competitive within each businesses and brands. Every brand and business are using different strategies applied to gain customers based on their market segment and compete with competitors. The growing intensity of competition in the franchise business, such as J’CO, Dunkin Donuts, Krispy Kreme, Dough Darlings, and so on. Because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values The object of this study was to learn th
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Sabog, Aloysius, George Yaw Bludo, and Miloslava Chovancova. "The influence of brand avoidance on consumers purchasing decision." European Conference on Research Methodology for Business and Management Studies 22, no. 1 (2023): 264–71. http://dx.doi.org/10.34190/ecrm.22.1.1804.

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 One of the most important factors affecting a company's capacity to achieve a competitive advantage over its rivals is its brand. This paper seeks to examine the impact of brand avoidance on consumer purchasing decisions. Consumers are more likely to be satisfied and have higher expectations when brand managers can offer them high-quality products. Additionally, quality brands have a favourable impact on the consumer's purchasing decision. This study uses a qualitative methodology, notably document analysis, to uncover relevant sources on the subject to achieve the study’s aim.
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Samsudin, Acep, Rusdi Hidayat, Zefania Mikha Manurung, Aisyah Widya Ayu, Meidya Ayu Prameswari, and Restiatin Restiatin. "Pengaruh Brand Awareness dan Desain Produk terhadap Minat Beli Konsumen pada Produk Emas." El-Mujtama: Jurnal Pengabdian Masyarakat 3, no. 2 (2023): 626–31. http://dx.doi.org/10.47467/elmujtama.v3i3.2847.

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In the gold jewelry industry, more and more entrepreneurs are offering a variety of brands and designs, and the role of brand awareness and design innovation is important for gold companies, to attract consumers to their products. The purpose of this study was to identify, analyze, and respond to the impact of brand awareness and product design on consumer purchasing decisions for gold products. This makes brand awareness and product design have a positive and significant effect on consumer purchasing decisions on gold products.
 Keywords: Brand Awareness, Product Design, Purchase Decisio
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Amelda, Pramezwary, Juliana, Yap Elvina Rosalie4 Radella Terfinia5 Charles, Rosalie Elvina, and Terfinia Radella. "Pengaruh Identitas dna Ekuitas Brand J.CO Terhadap Keputusan Pembelian Konsumen." Jurnal Sosiohumario Kodepena 1, no. 2 (2020): 116–33. https://doi.org/10.5281/zenodo.4404807.

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<em>Food and Beverage industry is one of industry that is very competitive within each businesses and brands.&nbsp; Every brand and business are using different strategies applied to gain customers based on their market segment and compete with competitors. The growing intensity of competition in the franchise business, such as J&rsquo;CO, Dunkin Donuts, Krispy Kreme, Dough Darlings, and so on. Because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values The object of this study was to learn
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Xu, Chenyang. "How Consumer Identity Shapes Purchasing Decisions." Advances in Economics, Management and Political Sciences 172, no. 1 (2025): 166–73. https://doi.org/10.54254/2754-1169/2025.22349.

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With the continuous development of society and the improvement of living standards, consumption patterns have undergone significant changes. Peoples purchasing decisions are no longer solely based on the functional value or price of products. Instead, consumers increasingly focus on whether a product aligns with their personal identity, values, and social image. This shift in consumer behavior highlights the growing influence of consumer identity in shaping purchasing choices. Therefore, understanding how consumer identity impacts purchasing decisions is essential for businesses to tailor thei
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Putra, Guruh Dwi, Iwan Sidharta, Jimmy Rusjiana, and Kadir Kadir. "The Influence of Brand Image and Price on Purchasing Decisions." Majalah Bisnis & IPTEK 18, no. 1 (2025): 11–22. https://doi.org/10.55208/reww0070.

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This study examines the impact of brand image and pricing on consumer purchasing decisions at a red ginger company in Bandung. This study examines the predominant aspects affecting purchasing decisions: brand image and price. The research methodology employed is route analysis, utilizing a sampling procedure via a questionnaire administered to one hundred consumers who exclusively utilize red ginger goods from the examined company. The study's findings demonstrate that brand image directly affects purchase decisions and indirectly influences them via the price variable. Similarly, price direct
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Saepudin, Asep, Edi Ganda Permana, Wursan Wursan, and Tine Badriatin. "The Effects of Corporate Identity and Product Knowledge on Consumer Purchase Decision." International Journal of Management Science and Information Technology 2, no. 2 (2022): 48–54. https://doi.org/10.35870/ijmsit.v2i2.812.

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The background of this research is that consumer purchasing decisions for the mobile phone Oppo brand are still fluctuating. This is due to Corporate identity, knowledge of the product. Thus, this research focuses on the influence of corporate identity and product knowledge on consumer purchasing decisions. The method used is descriptive qualitative with the following research results. Respondents' responses to corporate identity tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant influence of corporate identity on consumer pu
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John B Chooranoly and Dr. Neha Sharma. "Balancing Sustainability and Exclusivity: Examining the Key Factors Influencing Luxury Consumer Purchasing Decisions." International Journal for Multidimensional Research Perspectives 3, no. 4 (2025): 17–30. https://doi.org/10.61877/ijmrp.v3i4.260.

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Luxury consumption has traditionally been defined by exclusivity, craftsmanship, and brand heritage. However, growing global emphasis on sustainability is reshaping consumer expectations. This study examines the evolving balance between exclusivity and sustainability in luxury purchasing decisions, assessing whether sustainability enhances or diminishes a brand’s perceived luxury value. It also explores how consumers reconcile ethical responsibility with status-driven consumption. Using a mixed-methods approach including consumer surveys and case studies of leading luxury brands this research
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Sitopu, Joni Wilson, and Adhy Firdaus. "Analyzing the Impact of Packaging Design on Consumer Purchasing Decisions in the Cosmetics Industry." Journal on Economics, Management and Business Technology 3, no. 1 (2024): 1–8. https://doi.org/10.35335/jembut.v3i1.220.

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This study examines the influence of product packaging on consumer purchasing decisions in the cosmetics industry, aiming to understand how various packaging elements impact consumer behavior. Utilizing a mixed-methods approach, including quantitative surveys, qualitative focus groups, and observational studies, the research provides comprehensive insights into consumer preferences and the role of packaging in shaping purchasing decisions. Key findings indicate that aesthetic appeal, functional design, brand congruence, and sustainability are critical factors influencing consumer choices. Visu
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Christi, Aisya, Andi Mulyadi Lutfhi, and Raymond Raymond. "Pengaruh Brand Ambassador Brand Image dan Brand Identity Terhadap Keputusan Pembelian Scarlett Whitening Pada Tiktok Marketplace di Kota Batam." Zona Manajerial: Program Studi Manajemen (S1) Universitas Batam 14, no. 3 (2024): 108–18. https://doi.org/10.37776/zonamanajer.v14i3.1717.

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Abstract - The objective of this study is to evaluate the influence of Brand Ambassador, Brand Image, and Brand Identity on Purchasing Decisions for Scarlett Whitening in the Tiktok Marketplace within Batam City. Scarlett Whitening experienced an increase in sales from 2019 to 2020, but then a significant decline from 2022 to 2023. This decline is believed to be related to a boycott that had a negative impact on consumer reputation and trust. Although the product packaging is attractive, the company's logo is considered too simple and does not adequately represent the diversity of its products
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Dissertations / Theses on the topic "Brand Identity; Consumer Purchasing Decisions"

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Sohani, Armin, and Tarek Fahmy. "The impact of a pandemic on brand preference in purchasing decisions of food and hygiene products: a COVID-19 perspective." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20741.

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The uncontrolled spread of COVID-19 pandemic has surpassed all the expectations. Nations closed their boarders; the economy is going into recession and the whole world is suffering from the emerged pandemic. Although the effects of the pandemic economically and socially can be measured and estimated, thought the changes in the buying behaviour of customers is not easily predicted. As hygiene products demand went up and supply went down causing panic hoarding by some of the consumers. It became interesting for the researchers to explore the impact of the COVID-19 pandemic on the brand preferenc
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Kuo, Fang-Chi, and 郭芳綺. "The Investigation on Customer Value and Consumer Purchasing Decisions of Global Luxury Brand." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/96083871334003249001.

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碩士<br>淡江大學<br>國際貿易學系國際企業學碩士班<br>98<br>Due to the booming consumption in Asian market in recent years, numerous European luxury brands began to focus on Asian market. Within the accumulated gross of 80 billion U.S. dollars in global luxury goods market, Asian market alone takes up 37% of the share; and Taiwan possesses 3% in the Asian market which is equivalent with Singapore and Southeast Asia. Evidently, Taiwan’s consumption in luxury goods market should not be overlooked. To luxury brand corporations, precisely segmenting target consumer and applying effective marketing communication strateg
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Gutierrez, Ben Paul Baltazar. "The dynamics of brand choice behaviour in selected personal care products in urban Philippines." Thesis, 1998. https://vuir.vu.edu.au/30251/.

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This thesis investigates the dynamics of brand choice behaviour in shampoo and toothpaste products in urban Philippines. A review of theories highlights that American researchers dominate in brand choice literature and very few studies consider the context of less developed countries.
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Books on the topic "Brand Identity; Consumer Purchasing Decisions"

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Skoloda, Kelley M. Too Busy to Shop. Greenwood Publishing Group, Inc., 2009. http://dx.doi.org/10.5040/9798216026433.

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Research indicates that most women do it at least ten times every five minutes. What is it? Multi-minding—mentally juggling a complex mix of family, career, and self-care decisions at any given moment, with little time for commercial messages to seep into the mix. How do marketers reach women, who still make 85% of all consumer purchasing decisions? This book, based on research, interviews, and Kelley Skoloda’s twenty years of leading-edge work in brand marketing with major clients, explains how to connect with multi-minding women, gain their trust, and tap into their purchasing power. Multi-m
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Book chapters on the topic "Brand Identity; Consumer Purchasing Decisions"

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Santos, Sara, Paulo Silva, and Margarida Lopes. "Exploring Social Responsibility and Social Media Engagement." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2025. https://doi.org/10.4018/979-8-3693-5395-0.ch007.

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Consumers value social and environmental responsibility today, leading fashion brands to use social media to promote sustainable initiatives and build consumer relationships. Digital platforms are essential for connecting with the brand by sharing responsible actions. Consumer behaviour is driven by motivations such as product acquisition and emotional satisfaction. Brand perception, influenced by marketing and social context, is crucial in purchasing decisions, which are increasingly made online. Creative and engaging content on social networks increases interaction with consumers. Brands' so
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Ardley, Barry, Jialin Hardwick, Lauriane Delarue, and Nick Taylor. "Mobile Phone Purchasing and Brand Presence on Facebook." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch035.

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Focusing on the mobile phones sector, this study explores how the social networking site ‘Facebook' is used by consumers in their purchasing. Although there is extensive work on the influences on the buying decision process relevant to mobile phone purchasing, it is mainly set outside of a social media context. This paper assists in filling a gap in contemporary research, revealing the presence of different behavioural segments on Facebook. The authors analyse the consumer decision sequence in response to the notion of ‘brand presence', manifested through online advertising, fan and group page
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Shafik, Wasswa. "Consumer Behaviour Analysis." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2024. https://doi.org/10.4018/979-8-3693-9122-8.ch004.

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Consumer behavior analysis examines the factors that influence how individuals make purchasing decisions, including psychological, social, and cultural elements. This discipline is critical for understanding customer segmentation and predicting purchase patterns across diverse markets. By analyzing the decision-making process, businesses can identify what drives consumers' preferences and brand loyalty, enabling more effective marketing strategies. The rise of digital platforms has introduced new variables such as social media influence and online reviews, reshaping the landscape of consumer b
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Mishra, A. B. "Neuromarketing in the Phygital Era by Influencing Gen Z and Sustainable Consumer Behaviour in a Digitally Driven Retail World." In Advances in Human Resources Management and Organizational Development. IGI Global, 2025. https://doi.org/10.4018/978-1-6684-9872-9.ch012.

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As environmental awareness grows, businesses are challenged to inspire sustainable consumer behavior that aligns with evolving digital habits—especially among Gen Z. This research explores the intersection of neuromarketing, phygital retail experiences, and green consumption, analyzing how subconscious emotional and cognitive responses influence eco-friendly purchasing decisions. By utilizing tools such as EEG, fMRI, eye-tracking, and biometric sensors, neuromarketing reveals key drivers of consumer engagement, trust, and decision-making that traditional methods often overlook. The study exami
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Silva, Hélio Andreja dos Reis, Rafaela Corrêa Pereira, Clara Suprani Marques, and Amanda Camilo Graciano. "Influence of coffee packaging on consumer purchase decision." In Exploring the Field of Agricultural and Biological Sciences. Seven Editora, 2024. http://dx.doi.org/10.56238/sevened2023.001-006.

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Packaging, aside from its primary role in containing food products, serves the crucial function of shaping expectations for a brand or product through its visual appeal, significantly influencing purchasing decisions. In the context of coffee, this has gained heightened relevance given the evolving market dynamics and the increased emphasis on the product's positioning and differentiation in recent years. This study aimed to identify the key elements consumers prioritize when evaluating coffee packaging and examine the impact of both packaging and labels on the purchasing decisions of consumer
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Szmigin, Isabelle, and Maria Piacentini. "Patterns of Buyer Behaviour." In Consumer Behaviour. Oxford University Press, 2022. http://dx.doi.org/10.1093/hebz/9780198862567.003.0015.

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This chapter addresses patterns of buyer behaviour. It begins by analysing the concept of repeat buying and discussing the implications for brand loyalty and market share. The chapter also identifies what patterns of purchasing from consumer panel data can reveal about the state of a brand. Understanding how consumers actually purchase over repeated occasions allows one to consider what brand loyalty really means. The chapter then explores the concept of double jeopardy and the importance of market penetration. It also looks at market segmentation and differentiation and shows how marketers us
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Baghel, Ravindra. "ANALYTICAL STUDY OF INTERNET ADVERTISING AND MARKETING AT PARAGON SHOES." In Futuristic Trends in Social Sciences Volume 3 Book 4. Iterative International Publisher, Selfypage Developers Pvt Ltd, 2024. http://dx.doi.org/10.58532/v3bgso4p3ch1.

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This study was conducted to determine how different online marketing tools used in various industries such as Word of Mouth (WOM), online chat and email advertising affect brand perception and consumer purchasing decisions. The goal is to study the effects of different online marketing tools and techniques, WOM, online chat and email, on brand perception and consumer purchase decisions. There are many factors that influence consumer purchase decisions and the development of specific brand perceptions, but the most important factors that play an important role in changing consumer brand percept
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Pllana, Mustafe, and Arbenita Qosa. "The Bottled Water Market and Consumer Behavior." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch043.

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This article describes how packaged water consumption has risen sharply in the world over the past 30 years. It is the most dynamic sector of the food and drink industry. The growth of bottled water sales is the contribution of the marketing activities, promotion, and aggressive sales. Is there a difference between bottled water and tap water? Opinions are divided. Some are for bottled water, some for tap water. World consumption of bottled water in 2013 was 70,371.6 million gallons or more than consumption in 2008 for 6.2%. Kosovo is a small country with a small purchasing power. In recent ye
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Kara, Ayşe, and Gamze Arslan. "The Power of Associations in Creating, Building, and Sustaining Brand Value." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch079.

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Establishing connection with consumers or making existing communications more powerful is curcial to attain sustainability in today's branding world. Day by day competition is getting more fierce, and the variety of products in the market even for one simple need is extraordinary in range of span. Consequently, brand managers go through rough times lately, constantly looking for alternative ways to differentiate themselves from brands of competition such as focusing on different aspects such as strengthening their images, placing associations in consumer minds, and designing better positioning
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Babu, C. V. Suresh, and M. Gomathy. "Understanding the Influence of Brand Attributes on Consumer Purchase Decisions in Modular Kitchens." In Understanding Human Decision-Making in Economic Models. IGI Global, 2025. https://doi.org/10.4018/979-8-3693-8166-3.ch006.

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This study aims to investigate the influence of brand attributes on consumer purchase decisions regarding modular kitchens in Chennai. Utilizing a descriptive research design, data were collected through a structured questionnaire administered to decision-makers in the purchasing process. Statistical analyses, including correlation and multiple regression, revealed a significant relationship between brand attributes and purchase decisions. Key findings indicate that product quality, appearance, features, usage imagery, and brand personality positively influence consumer choices, while price ha
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Conference papers on the topic "Brand Identity; Consumer Purchasing Decisions"

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Švajdová, Lenka, and Jana Mikolašova. "Slow Fashion and Sustainable Development." In 7th FEB International Scientific Conference. University of Maribor, University Press, 2023. http://dx.doi.org/10.18690/um.epf.3.2023.16.

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The garment industry is the second largest polluter of the environment. This sector is characterized by high consumption of water, chemicals, and greenhouse gas emissions. In addition, textiles make up a significant part of municipal production. In this context, the sector of so-called fast fashion, or fast fashion, producing much trend-based clothing, can be particularly problematic. This leads to frequent changes in clothing and the formation of large amounts of textile waste. Therefore, it seems crucial to increase consumer interest in sustainability issues and identify their attitudes to s
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Almaida, A., I. Nurqamar, R. Setiawan, and Yulianingsi Yulianingsi. "Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions." In Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-10-2018.2288663.

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Sundaresan, Pradeep, Anju Choudhary, Harsh Purohit, and Vimlesh Tanwar. "Brand Identity and Consumer Perception: A Case Study on Fabindia." In 2nd International Conference on Modern Trends in Engineering Technology and Management. AIJR Publisher, 2023. http://dx.doi.org/10.21467/proceedings.160.56.

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Brand identity and consumer perception are significant factors that are crucial to a brand’s success. The research aims to analyse the relationship between brand identity and consumer perception through the case study of Fabindia, which is an Indian brand known for traditional and handcrafted products. This research aims to explore the consumer perception of the Fabindia brand, present a review of existing literature on brand identity and consumer behaviour, and investigate the influence of Fabindia’s brand identity and consumer behaviour to identify areas for improvement in Fabindia’s brand i
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Dirgantari, P. Dewi, Y. M. Hidayat, and Widjajanta. "Analysis of Purchasing Decisions as a Form of Consumer Brand Responses." In Unimed International Conference on Economics Education and Social Science. SCITEPRESS - Science and Technology Publications, 2018. http://dx.doi.org/10.5220/0009504507540759.

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Nirean, Elena. "The impact of green marketing on consumer behavior." In The 6th Economic International Conference "Competitiveness and sustainable development". Technical University of Moldova, 2024. https://doi.org/10.52326/csd2024.44.

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Green marketing is becoming an increasingly popular strategy for companies aiming to strengthen their brand image and attract environmentally-conscious consumers. However, the real impact of this type of marketing on consumer purchasing behavior remains insufficiently explored. Therefore, this research aims to analyze the characteristics of consumer behavior in the organic product market under the influence of green marketing. The primary research method was an online survey, with 200 respondents participating. The questionnaire was designed to gather information on the following aspects: age
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Jain, Priyank. "THE STUDY ON CONSUMER BUYING BEHAVIOR AND SATISFACTION TOWARDS SAMSUNG PRODUCTS." In ransforming Knowledge: A Multidisciplinary Research on Integrative Learning Across Disciplines. The Bhopal School of Social Sciences, 2025. https://doi.org/10.51767/ic250221.

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In an increasingly competitive marketplace, understanding consumer behavior is crucial for companies aiming to maintain market leadership. This study explores consumer buying behavior and satisfaction levels with Samsung products, focusing on key factors influencing purchasing decisions, such as brand perception, product features, pricing, and customer service. The research employs both secondary and primary methodologies, with surveys conducted among 83 respondents to assess their preferences, satisfaction, and loyalty towards Samsung products. Findings indicate that the majority of responden
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Gregurec, Iva, Ana Kutnjak, and Magdalena Kuštelega. "The Role of Social Media in the Implementation of Sustainable Marketing: Consumer Behavior, Brand Engagement, and Green Consumption." In 9th FEB International Scientific Conference. University of Maribor Press, 2025. https://doi.org/10.18690/um.epf.5.2025.56.

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Many companies integrate sustainable business practices into their marketing strategies, enhancing supply chain management, product development, and decision-making. The growing use of social media has facilitated green advertising, enabling knowledge exchange and awareness. This study examines the impact of social media on sustainable marketing, focusing on consumer behavior, brand engagement, and green consumption. It aims to determine how digital technologies, social media actors, and interactions support sustainable marketing within companies. A literature review of Scopus and Web of Scien
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Shahwal, Dr Rana, and Raj Laxmi Pal. "ACOMPREHENSIVE STUDY ON CONSUMER PERCEPTION IN RESPONSE TO GREEN MARKETING AND ASSESSING THE SHIFT TOWARDS ECO-CONSCIOUS PURCHASING DECISIONS." In Transforming Knowledge: A Multidisciplinary Research on Integrative Learning Across Disciplines. The Bhopal School of Social Sciences, 2025. https://doi.org/10.51767/ic250120.

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The study aims to understand the consumer perception toward green marketing and examine the change in their behaviour because of the green features in the eco-friendly products. As green marketing has gained significant traction and the consumers become increasingly aware of environmental issues. Companies, recognizing this shift in consumer attitudes and have begun incorporating eco-friendly messages into their marketing strategies to attract buyers, with time sustainability concerns increase, consumers demanding more eco-friendly products so the this sift in strategies toward green marketing
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Liu, Shuo-fang, and Yi Qing Ding. "Establishing a reward mechanism based on Quality Function Deployment in sustainable consumer service design." In 16th International Conference on Applied Human Factors and Ergonomics (AHFE 2025). AHFE International, 2025. https://doi.org/10.54941/ahfe1006440.

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Sustainable actions have emerged as crucial components for the functioning of modern society and businesses. Sustainable consumption has recently become one of the focuses to promote, but due to ingrained buying habits, brand loyalty, and price discrepancies, there is still a lack of actual purchase intention and support. To enhance consumers' willingness to engage in sustainable consumption, it is essential to leverage the psychology of human rewards pursuit, establishing the reward mechanism to resonate with consumers. Additionally, applying Quality Function Deployment (QFD) to transform qua
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Gurtatowski, Marcin, Doris Antczak, and Natalia Gluza. "Virtual Reality Experience Marketing (Nissan Sakura Case Study in Vrchat Application)." In Sixth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2022. http://dx.doi.org/10.31410/itema.s.p.2022.97.

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The article aims to analyze the possibility of using virtual reality (VR) technology as an experience marketing tool, enabling the building of ties between the brand and the consumer, based on deep emotions, trans­lating into an increased liking for the company and attachment to its com­mercial offer. The analysis was based on a literature study on social com­munication, marketing communication and VR, as well as a case study of the Nissan Sakura electric car brand in the VRChat application, which was launched in May 2022, simultaneously on the Japanese market and in the Metaverse. The analysi
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