Log in

Relevant bibliographies by topics / Brand Perception / Journal articles

To see the other types of publications on this topic, follow the link: Brand Perception.

Journal articles on the topic 'Brand Perception'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the top 50 journal articles for your research on the topic 'Brand Perception.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.

1

Böger, Daniel, Pascal Kottemann, and Reinhold Decker. "Parent brands’ influence on co-brand’s perception: a model-based approach." Journal of Product & Brand Management 27, no. 5 (2018): 514–22. http://dx.doi.org/10.1108/jpbm-08-2017-1555.

Full text

Abstract:

Purpose This paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether respondents’ evaluations of the parent brands, their familiarity towards the parent brands and their usage of the parent brands affect this influence. Design/methodology/approach Building on both cognitive consistency and information integration theory, this paper proposes a model-based approach to quantify the parent brands’ influence on the co-brand’s perception. Using an empirical study with 317 respondents collected

APA, Harvard, Vancouver, ISO, and other styles

2

Cai, Jinjiang, Jingjing Wu, Hongjie Zhang, and Yifei Cai. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception." Sustainability 15, no. 5 (2023): 3953. http://dx.doi.org/10.3390/su15053953.

Full text

Abstract:

In recent efforts, instead of the conventional co-branding marketing approach, many fashion brands have tried to break through the original image by applying a crossover alliance method, and have achieved good results in practice. However, whether this kind of alliance can effectively enhance consumers’ online brand engagement is still a key question to be addressed. Using the S-O-R model, the paper introduces two mediating variables, novelty perception and hedonic perception, to explore the potential mechanism of brand image differences and product type differences on consumers’ online brand

APA, Harvard, Vancouver, ISO, and other styles

3

Midhat Nadeem, Taha Jamal, Taha Jamal, Masood, Muhammad AsadUllah, and Dr. Abdul Rasheed. "BRAND MESSAGE VS BRAND PERCEPTION." Reviews of Management Sciences 1, no. 1 (2021): 22–27. http://dx.doi.org/10.53909/rms.01.01.053.

Full text

Abstract:

Purpose: In today’s fast moving business world, where information has become readily available and consumers have become socially aware, brands have had to regularly keep themselves updated and relevant to the consumers to be able to remain competitive. Brands often claim certain attributes as their USPs which tries to set them apart from their competition. However, in some situation those attributes have not directly translated in the minds of the consumers. The objective of this research is to try to determine the reason behind the disconnect between the brand message and the perceptio

APA, Harvard, Vancouver, ISO, and other styles

4

Skorobogatykh, Irina Ivanovna, Olga Saginova, and Zhanna Musatova. "Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand." Journal of Eastern European and Central Asian Research (JEECAR) 1, no. 1 (2014): 7. http://dx.doi.org/10.15549/jeecar.v1i1.47.

Full text

Abstract:

With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry

APA, Harvard, Vancouver, ISO, and other styles

5

Guzmán, Francisco, Audhesh K. Paswan, and Robert O. Fabrize. "Crossing the border: changes in self and brands." Journal of Consumer Marketing 34, no. 4 (2017): 306–18. http://dx.doi.org/10.1108/jcm-07-2015-1483.

Full text

Abstract:

Purpose Migration shapes our societies, values, markets, consumption and even the notion of self. The purpose of this paper is to investigate the effect of migration in the perception-of-self and if differences in the perception-of-self influence the perception of brands from the immigrants’ home country – which immigrants often use as a cultural anchor. Design/methodology/approach Using Aaker’s (1997) brand personality scale as a measure of brand image, the authors gather data from Mexico City and the Dallas/Fort Worth metropolitan area. Respondents to an interviewer-administered questionnair

APA, Harvard, Vancouver, ISO, and other styles

6

Dzyabura, Daria, and Renana Peres. "Visual Elicitation of Brand Perception." Journal of Marketing 85, no. 4 (2021): 44–66. http://dx.doi.org/10.1177/0022242921996661.

Full text

Abstract:

Understanding consumers’ associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The proposed brand visual elicitation platform allows fir

APA, Harvard, Vancouver, ISO, and other styles

7

Andrei, Andreia Gabriela, Adriana Zait, Elena-Mădălina Vătămănescu, and Florina Pînzaru. "Word-of-mouth generation and brand communication strategy." Industrial Management & Data Systems 117, no. 3 (2017): 478–95. http://dx.doi.org/10.1108/imds-11-2015-0487.

Full text

Abstract:

Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach The research uses a two-level single factor experiment to test the effects of launch communication strategy (warmth-competence vs competence-warmth) on people’s perceptions and behavioral intents, and applies partial least squares structural equation modeling to explore the collected data. Findings Results offer valu

APA, Harvard, Vancouver, ISO, and other styles

8

Megha, Dua. "Brand Loyalty and the Perception of Indian Buyers." International Journal of Trend in Scientific Research and Development 2, no. 4 (2018): 1284–88. https://doi.org/10.31142/ijtsrd12824.

Full text

Abstract:

Customer loyalty often termed as brand loyalty is a way by which businesses run. Keeping the customer happy should be of the main concern for a business. Indian consumers are known for their loyalty. Retaining the consumer in is more profitable then finding a new one. As the economy is gaining momentum, significant changes are taking place in the economy. Winning consumers mind by creating impressions and retaining the position of brand in the economy can do wonders. Today brands are creating a great impression in the minds while competition among the existing brands is giving birth to brand s

APA, Harvard, Vancouver, ISO, and other styles

9

Dixit, Jasmine S., Shirin Alavi, and Vandana Ahuja. "Measuring Consumer Brand Perception for Green Apparel Brands." International Journal of E-Business Research 16, no. 1 (2020): 28–46. http://dx.doi.org/10.4018/ijebr.2020010102.

Full text

Abstract:

This research article examines how green consumers form perceptions about green brands by creating a frame of reference for such consumers in the apparel category. A research instrument was developed to measure consumer brand perception towards green apparel brands and a survey was conducted on 317 fashion students at undergraduate and post-graduate levels. These students were consumers of green apparels. Factor analysis was used to identify factors that contribute towards green consumer perception and these factors were further grouped into cognitive, affective and behavioral components. This

APA, Harvard, Vancouver, ISO, and other styles

10

Dr. Farah Ali. "The Impact of Social Media on Brand Perception: An In-depth Analysis." Journal for Social Science Archives 1, no. 1 (2023): 37–44. http://dx.doi.org/10.59075/jssa.v1i1.5.

Full text

Abstract:

This scholarly article provides a comprehensive analysis of the profound impact of social media on brand perception. Drawing on a synthesis of academic literature, empirical studies, and real-world examples, the article explores how social media platforms have become influential in shaping consumer perceptions of brands. By examining the mechanisms through which social media impacts brand perception, the article aims to contribute to a deeper understanding of the dynamic relationship between brands and the digital landscape.

APA, Harvard, Vancouver, ISO, and other styles

11

Weng, Xin. "The Impact of Chanel Brand Heritage on Trust and Loyalty Among Chinese Female Luxury Consumers." Advances in Economics, Management and Political Sciences 141, no. 1 (2024): 7–12. https://doi.org/10.54254/2754-1169/2024.ga18926.

Full text

Abstract:

With the rapid development of the global luxury market, brand heritage is becoming increasingly important in shaping consumer perceptions of luxury value and loyalty. This study explores the impact of Chanel's brand heritage on the trust and loyalty of Chinese luxury women consumers. As a leading brand in the global luxury industry, Chanel has a long history of heritage, classic product design, and unique brand culture. This study examines how brand heritage affects different dimensions of luxury value perception, including emotional, economic, functional, and social value. The relationship be

APA, Harvard, Vancouver, ISO, and other styles

12

Li, Chunyu, Yongfu He, Ling Peng, and Denghua Yuan. "How manufacturer brand erosion shapes consumer assortment perceptions." Asia Pacific Journal of Marketing and Logistics 32, no. 4 (2019): 922–39. http://dx.doi.org/10.1108/apjml-04-2019-0235.

Full text

Abstract:

Purpose Recently, the popularity of store brands has resulted in some manufacturer brands being removed from shelves. The current literature lacks empirical work on the effect of manufacturer brand erosion on consumer assortment perception and repatronage intention. Based on signalling theory, the purpose of this paper is to manufacturer brands play a signalling role and contend that manufacturer brand erosion has detrimental effects on the assortment perception due to reduced signalling efficacy. Design/methodology/approach A 3 (low manufacturer brand erosion vs high manufacturer brand erosio

APA, Harvard, Vancouver, ISO, and other styles

13

Pramana, Vina, and Ali Wardhana. "Pengaruh Persepsi Kualitas, Persepsi Nilai, Persepsi Kepuasan dan Persepsi Diferensiasi terhadap Kesetiaan Merek yang Dimediasi oleh Kepercayaan Merek pada Merek Polki." Business Management Journal 20, no. 1 (2024): 45. http://dx.doi.org/10.30813/bmj.v20i1.5190.

Full text

Abstract:

<p align="center"><em>Abstract</em></p><p><em>The development of household cleaning products continues to expand from year to year creating a potential for companies to increase the number of consumers through quality perception, value perceptions, satisfaction perceptions and differentiation perceptions. The study aims to examine the influence of quality perceptions, value perceptions and satisfaction perceptions on brand loyalty mediated by brand trust in the POLKI brand. The sample in this study had 181 respondents who met the criteria. In this study, dat

APA, Harvard, Vancouver, ISO, and other styles

14

Mannan, Deepti, and Anupam Bawa. "Perception of Co-Brands: An Empirical Study." Paradigm 9, no. 2 (2005): 50–63. http://dx.doi.org/10.1177/0971890720050206.

Full text

Abstract:

Co-branding is ‘the placing of two (or more) brand names on a single product’. While co-branding is getting increasingly popular in the Indian market place, researchers have not devoted adequate attention to it. Data was collected from 103 respondents on their perception about four prominent cobrands and their seven constituent brands. No fictitious brands were used. Contrary to hypothesis, it was found that perception about foreign constituent brands is not superior to perception about Indian constituent brands. Again, contrary to hypotheses results show that co-brands formed by brands of rel

APA, Harvard, Vancouver, ISO, and other styles

15

Perret, Jens Kai, Christiane Beyerhaus, and Leonie H. Steinkamp. "Counterfeit Luxury Goods – Effects on the Brand Image and Exclusivity Perception." International Journal of Applied Research in Management and Economics 7, no. 4 (2024): 21–31. https://doi.org/10.33422/ijarme.v7i4.1443.

Full text

Abstract:

As counterfeits of luxury brands threaten the authenticity of genuine brands, this study considers, in the context of a quantitative analysis, the impact exposure to good and bad counterfeits has on the perception of the exclusivity and the brand image of genuine luxury brands. The monolithic concept of brand image is split into the four dimensions of quality, price, aesthetics, and tradition, which are key aspects of any luxury brand. This study contributes to the existing literature by offering a current look at the post-Covid situation regarding the impacts of counterfeiting in the luxury m

APA, Harvard, Vancouver, ISO, and other styles

16

Ceyhan, Ayben. "The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention." EMAJ: Emerging Markets Journal 9, no. 1 (2019): 88–100. http://dx.doi.org/10.5195/emaj.2019.173.

Full text

Abstract:

Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained b

APA, Harvard, Vancouver, ISO, and other styles

17

Werdiasih, Rustina Dewi, Nandang Bekti Karnowati, and Yoana Yoana. "ANALISIS PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN." Jurnal Inovasi Daerah 1, no. 1 (2022): 48–57. http://dx.doi.org/10.56655/jid.v1i1.6.

Full text

Abstract:

The beauty product industry is currently growing. The emergence of various beauty product brands requires the Scarlet company to have a strategy in facing market competition. The purpose of the study was to determine the effect of price perception, brand image and product quality on Scarlett's purchasing decisions. Data was collected by filling out questionnaire answers to 100 consumers who had used Scarlett products. Data were analyzed by PLS SEM and samples were taken using non-probability sampling method. The findings show that the variables of price perception, brand image and product qual

APA, Harvard, Vancouver, ISO, and other styles

18

Pratas, Joaquim, and Ana Sofia Gonçalves. "Impact of Humanized and Humorous Content on Social Media for Brand Metrics." European Conference on Social Media 12, no. 1 (2025): 225–32. https://doi.org/10.34190/ecsm.12.1.3641.

Full text

Abstract:

Brands face the challenge of creating engaging content for their audiences. Brand managers must decide what andhow to communicate effectively and cost-efficiently. Social networks provide an economical avenue for direct consumerengagement, especially among younger demographics. The growing prominence of video content on platforms like TikTokand YouTube highlights the need for carefully crafted social media video strategies. This study explores the impact of humanized and humor-based content on consumer perception metrics, such as brand personality, authenticity, leadership, and equity. It also

APA, Harvard, Vancouver, ISO, and other styles

19

Hu, Ke. "THE INFLUENCE OF BRAND STORY ON THE RESEARCH OF CONSUMER ATTITUDE TO THE BRAND." EUrASEANs: journal on global socio-economic dynamics, no. 3(46) (May 13, 2024): 173–85. http://dx.doi.org/10.35678/2539-5645.3(46).2024.173-185.

Full text

Abstract:

With the presence of numerous consumer brands in the market, more stringent requirements are placed on consumers to obtain brand perception value, and how entrepreneurs can differentiate their brands has become a major challenge. This study uses many related theories such as optimal arousal theory and social exchange theory based on brand stories, starting with improving consumers’ cognitive and emotional attitude towards the brand, and then allows entrepreneurs to achieve higher consumer perceptions of their brand’s value. Using SPSS data analysis software, after statistical testing of hierar

APA, Harvard, Vancouver, ISO, and other styles

20

Lim, Kenny, and Aron O’Cass. "Consumer brand classifications: an assessment of culture‐of‐origin versus country‐of‐origin." Journal of Product & Brand Management 10, no. 2 (2001): 120–36. http://dx.doi.org/10.1108/10610420110388672.

Full text

Abstract:

Examines consumers’ perception of brands as influenced by their origins and the differences in classification ability between consumers’ knowledge levels. Specifically, culture‐of‐brand‐origin (COBO) is proposed to have replaced country‐of‐origin (COO) as the most important origin influence regarded by consumers in their perceptions of brands. Culture‐of‐brand‐origin is used to mean the cultural origin or heritage of a brand. Data were gathered from 459 respondents in the Asian city of Singapore; and used to assess Singaporean consumers’ ability to classify the cultural origins of fashion clot

APA, Harvard, Vancouver, ISO, and other styles

21

Edang, Johann, Claire Anne A. Arce, Cyrin Francesca Y. Sanchez, Agnes Jocelyn P. Bandojo, and Antonio E. Etrata. "RELATIONSHIP OF MINIMALIST LOGO REDESIGN AND GENERATION Z’S PURCHASE INTENTION." JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW 7, no. 2 (2024): 50–59. https://doi.org/10.22437/jbsmr.v7i2.32959.

Full text

Abstract:

For the past decade, minimalism re-emerged as the dominant art movement, influencing multiple aspects of daily life, and there had been an observable trend among brands to transition to more minimalist-looking logos. The study analyzed the relationship between the minimalist logo redesign of Burger King and purchase intention, as mediated by brand awareness and brand perception. A quantitative research method was followed, and a descriptive-correlational analysis was used. The researchers utilized Partial Least Squares Structural Equation Modeling (PLS-SEM). The study used convenience sampling

APA, Harvard, Vancouver, ISO, and other styles

22

Farra, Samanta Puglia Dal, Mauricio Jucá Queiroz, Paulo Henrique Müller Prado, and Renata Steffanoni Bernardes de Queiroz. "O valor e a autenticidade da marca influenciados pelos canais de distribuição." Revista de Administração da UFSM 12, no. 3 (2019): 418. http://dx.doi.org/10.5902/1983465938763.

Full text

Abstract:

Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel

APA, Harvard, Vancouver, ISO, and other styles

23

Kulkarni, Sanjay, and Kirti Dang Longani Dr. "The Effectiveness of Emotional Branding for Building a Positive Brand Perception for the soft Drink Brands: An Empirical Study with a focus on users in Pune City." Journal of International Business & Economy, JIBE 24, no. 1 (2024): 103–24. https://doi.org/10.51240/jibe.2023.1.5.

Full text

Abstract:

Article Present-day consumers judge brands based on their feelings and identities, two of their most distinctive qualities. Social Media and Digital Marketing have taken a significant leap in connecting with consumers and developing a personalized & emotional association with the Brand. According to this, modern businesses attempt to strengthen the emotional bond between consumers and brands, known as emotional Branding. This study aimed to ascertain the efficacy of emotional Branding for creating a favourable brand perception focusing on Pune City's soft drink beverage market. The study i

APA, Harvard, Vancouver, ISO, and other styles

24

Ploykwan, Jedeejit, Khositkanin Sumonrat, and Diawtrakul Jirapat. "Perception of Brand Image Regarding to Brand Shopping Bags of Designers Brand Products." International Journal of Social Science and Human Research 07, no. 06 (2024): 4209–15. https://doi.org/10.5281/zenodo.12507988.

Full text

Abstract:

This study aimed to study the perception of brand image by consumers through shopping bags of world-class fashion brands such as Chanel, Gucci, Christian Dior, Celine, Furla. The data was collected using questionnaires from respondents who Aged between 25-45 years in Bangkok A total of 400 respondents were divided equally into males and females. The sample was selected using convenience random sampling from respondents who came to purchase products in department stores in Bangkok. The results of the study found that Respondents had a high level of awareness of brand value in terms of utility.

APA, Harvard, Vancouver, ISO, and other styles

25

M. Guliyev, Seymur. "THE IMPACT OF BRAND PERCEPTION AND BRAND IMAGE ON CONSUMER PURCHASING BEHAVIOR IN AZERBAIJAN." Science, Education and Innovations in the context of modern problems 6, no. 1 (2023): 137–44. http://dx.doi.org/10.56334/sei/6.1.5.

Full text

Abstract:

Different perspectives are considered while evaluating branding strategies. Brand perception and brand image are one of them. These two components of brand are necessary part of performance of the firm. Brand perception is analyzed as a mental association, and brand perception plays an important role in creating emotional connections with perspective consumers. Consumers also consider their attitude toward brands when choosing between competing brands. On the other hand, brand image is another significant factor having positive impact on consumers’ purchasing behavior. The main objective of th

APA, Harvard, Vancouver, ISO, and other styles

26

Antonova, N. V., and O. I. Patosha. "Features of brand perception by people with different strategies of consumer behavior." Social Psychology and Society 9, no. 1 (2018): 124–43. http://dx.doi.org/10.17759/sps.2018090109.

Full text

Abstract:

The article describes the results of the research of perception of the domestic and foreign clothing brands by Russian consumers with various strategies of consumer behavior. The study involved 169 people of various ages (m = 24.5 years). Methods of research: a) the method of semantic differential for the analysis of the image of the brand, developed by F.N. Vinokurov; b) an adapted methodology for researching consumer behavior strategies. Based on the obtained results, it is concluded that there are specific features of perception of domestic and foreign brands by Russian consumers with diffe

APA, Harvard, Vancouver, ISO, and other styles

27

Neciunskas, Paulius, Laura Tomaševičiūtė, Dovilė Kazlauskė, Justina Gineikienė, and Rūta Kazlauskaitė. "Uniqueness Perception and Willingness to Buy Protected Geographical Origin Versus Doppelgänger Brands." Organizations and Markets in Emerging Economies 8, no. 2 (2017): 193–206. http://dx.doi.org/10.15388/omee.2017.8.2.14188.

Full text

Abstract:

This study explores what drives consumers’ judgments and decisions – uniqueness perception of a foreign product with protected geographical origin cue or uniqueness perception of a domestic doppelgänger product. We find that uniqueness perception of domestic brands has greater impact on willingness to buy domestic brands compared with the uniqueness perception of the brand holding geographical origin labels. Next, our data shows that uniqueness perception of domestic doppelgänger brands has influence not only on willingness to buy such brands (positive influence) but also negative influence on

APA, Harvard, Vancouver, ISO, and other styles

28

Sabbar, Sabbar Dahham, Muslimin H. Kara, Salmah Said, Shehryar Ahmed, and Moomal Asad. "Awareness of Halal Branding and Marketing: Consumer Perception in Makassar, Indonesia." Journal of Advances in Humanities Research 2, no. 2 (2023): 98–124. http://dx.doi.org/10.56868/jadhur.v2i2.128.

Full text

Abstract:

This study aims to assess and determine whether there is a discrepancy between consumers' perceptions in Makassar, Indonesia, and Muslim consumers about Islamic branding and marketing and to create a deeper understanding of the perceptions of Indonesian consumers. The research method used is a quantitative analysis with PLS-SEM equipment and data collection techniques using a questionnaire. The size of the population used was 400 respondents. To answer the question, the researcher used a Likert scale. Likert scale estimates imply necessary statistical calculations. Based on the study's results

APA, Harvard, Vancouver, ISO, and other styles

29

Jedeejit, Ploykwan, and Thichacha Boonreungkaow. "COMPARISON OF IMAGE PERCEPTION OF BRAND PERSONALITY OF PERFUME PRODUCTS BETWEEN TWO AGE-GROUPS." International Journal of Research in Commerce and Management Studies 06, no. 02 (2024): 88–97. http://dx.doi.org/10.38193/ijrcms.2024.6208.

Full text

Abstract:

This study aims to study brand image of perfume products from perception of Generation X and Generation Y consumers in Chiang Mai, and compare difference in perfume brand image perception between Generation X and Generation Y consumers. This study also studies relationship between perfume brand image perception and relationship level consumers have with brand. The sample group used in this research is 200 buyers of designated perfume brands, 100 are in Generation X (Extraordinary Generation) and 100 are in Generation Y (Generation Why). Tool used in primary data collection is a questionnaire.

APA, Harvard, Vancouver, ISO, and other styles

30

Singh, Dr Trilok Pratap. "Consumer Perception about Selected Aspects of Global and Local Brands." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (2021): 761–75. http://dx.doi.org/10.17762/turcomat.v12i5.1482.

Full text

Abstract:

The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indi

APA, Harvard, Vancouver, ISO, and other styles

31

Meghrajani, Indra, and Dr A. K. Asthana Dr A. K. Asthana. "Local Brands v/s National Brands: Brand Quality Perception or Behavioral Intention." Indian Journal of Applied Research 3, no. 4 (2011): 267–70. http://dx.doi.org/10.15373/2249555x/apr2013/90.

Full text

APA, Harvard, Vancouver, ISO, and other styles

32

Rakibul Hasan Chowdhury and Md. Shoriful Hasan Chowdhury. "Impact of social crises on brand perception and consumer trust." International Journal of Science and Research Archive 13, no. 2 (2024): 527–36. http://dx.doi.org/10.30574/ijsra.2024.13.2.2162.

Full text

Abstract:

In an era characterized by rapid social change and crises, understanding consumer perceptions of brands becomes increasingly vital for organizations seeking to maintain trust and loyalty. This study investigates consumer attitudes towards major brands, specifically Nike and Unilever, during recent social crises, including the COVID-19 pandemic and environmental disasters. Utilizing a mixed-methods approach, we conducted a comprehensive survey that assessed brand trust, perceived responsiveness, and overall brand perception among consumers. Additionally, in-depth case studies were analyzed to e

APA, Harvard, Vancouver, ISO, and other styles

33

Kristal, Samuel, Carsten Baumgarth, and Jörg Henseler. "“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists." Journal of Product & Brand Management 27, no. 3 (2018): 334–47. http://dx.doi.org/10.1108/jpbm-01-2017-1405.

Full text

Abstract:

PurposeThis paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.Design/methodology/approachA 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-desig

APA, Harvard, Vancouver, ISO, and other styles

34

Shaukat, Zeeshan, and Mehar Tahir Farid. "The Emotional Edge: How Consumer Perception Mediates the Relationship Between Emotional Branding and Purchase Intent." Journal of Excellence in Management Sciences 2, no. 2 (2023): 1–17. http://dx.doi.org/10.69565/jems.v2i2.129.

Full text

Abstract:

The primary object of this study is to investigate the direct effect of emotional branding on the consumer's purchase intent. Specifically, this study investigates the impact of brand loyalty, brand association, perceived quality and brand personality on consumer perception that, as a result, increases consumers' purchase intent. In this research (PLS-SEM), Partial least squares structural equation modelling was applied to the data collected from 175 respondents. The results of the measurement model confirm convergent and discriminant validity. According to findings, emotional branding is esse

APA, Harvard, Vancouver, ISO, and other styles

35

Batool, Sumeera, Moneeba Iftikhar, and Arfa Mashal. "Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption." Liberal Arts and Social Sciences International Journal (LASSIJ) 4, no. 2 (2020): 145–58. http://dx.doi.org/10.47264/idea.lassij/4.2.12.

Full text

Abstract:

The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaph

APA, Harvard, Vancouver, ISO, and other styles

36

Susianti, Susianti, and Amandin. "Persepsi Konsumen Terhadap Produk Private Label Perusahaan Ritel." Management Studies and Entrepreneurship Journal (MSEJ) 1, no. 1 (2019): 38–49. http://dx.doi.org/10.37385/msej.v1i1.21.

Full text

Abstract:

The purpose of the research to determine consumer perceptions of private label products Indomaret compared with similar products from national brands in Indomaret Prabumulih. This study examined three independent variables, namely the element of private label brand awareness (X1), the perception of the quality of the product (X2), the perception of value (X3) which may affect the dependent variable. The method used in the sampling in this study is the sampling method accidental (accidental sampling. Determination of the area of research done intentionally (purposive) in Indomaret Prabumulih

APA, Harvard, Vancouver, ISO, and other styles

37

Hess, Alexandra Claudia, and Valentyna Melnyk. "Pink or blue? The impact of gender cues on brand perceptions." European Journal of Marketing 50, no. 9/10 (2016): 1550–74. http://dx.doi.org/10.1108/ejm-11-2014-0723.

Full text

Abstract:

Purpose The purpose of this study is to investigate whether, how and why gender cues influence brand perception and subsequent purchasing behaviour. Design/methodology/approach Across four experimental studies conducted online with either a convenience sample (Studies 1a and 1b) or a representative sample of consumers (Studies 2 and 3), the authors empirically investigate whether gender cues impact brand perception along dimensions of warmth and competence and how other warmth and competence cues in a consumer environment moderate the effect of gender cues on consumer brand perceptions. Findin

APA, Harvard, Vancouver, ISO, and other styles

38

Finken, David, Reto Hofstetter, and Lucas Nann. "The Illusion of Luxury: Augmented Reality's Clash with Brand Essence." Marketing Review St. Gallen, no. 2 (January 1, 2024): 50–57. https://doi.org/10.5281/zenodo.14710387.

Full text

Abstract:

Prior research has shown AR can improve consumer experiences. However, less is known about the potential adverse effects of product displays with AR. This article examines how AR affects luxury-brand perception. Two studies show AR decreases the perception of luxury brands—but not non-luxury brands—through a reduction of brand essence.

APA, Harvard, Vancouver, ISO, and other styles

39

Derle, Kiran, and Hitesh Ramdasani. "Aligning Brand Identity with Customer Perceptions: An Empirical Analysis." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 07 (2025): 1–9. https://doi.org/10.55041/ijsrem44927.

Full text

Abstract:

This study investigates the alignment between a brand's intended identity and how it is perceived by its customers. Through a simulated survey of 200 respondents, the research examines the congruence between key brand identity elements communicated by the brand and the perceptions held by consumers. The findings from the simulated data analysis highlight the importance of this alignment for brand success, revealing potential discrepancies and areas for improvement. The study concludes with recommendations for brands seeking to strengthen their market position by ensuring a consistent and reson

APA, Harvard, Vancouver, ISO, and other styles

40

Kulkarni, Sanjay, and Kirti Dang Longani. "THE EFFECTIVENESS OF EMOTIONAL BRANDING FOR BUILDING A POSITIVE BRAND PERCEPTION FOR THE SOFT DRINK BRANDS: AN EMPIRICAL STUDY WITH A FOCUS ON USERS IN PUNE CITY." JOURNAL OF INTERNATIONAL BUSINESS AND ECONOMY 24, no. 1 (2024): 103–24. http://dx.doi.org/10.51240/jibe.2023.1.5.

Full text

Abstract:

Present-day consumers judge brands based on their feelings and identities, two of their most distinctive qualities. Social Media and Digital Marketing have taken a significant leap in connecting with consumers and developing a personalized & emotional association with the Brand. According to this, modern businesses attempt to strengthen the emotional bond between consumers and brands, known as emotional Branding. This study aimed to ascertain the efficacy of emotional Branding for creating a favourable brand perception focusing on Pune City's soft drink beverage market. The study is quanti

APA, Harvard, Vancouver, ISO, and other styles

41

Hidayatullah Elmas, MuhammadSyarif. "Pengaruh Persepsi Kualitas, Citra Merek, Brand WarenessPadaKeputusan Pembelian Pada CV Pia Manalagi KetapanKota Probolinggo." RELASI : JURNAL EKONOMI 16, no. 2 (2020): 421–35. http://dx.doi.org/10.31967/relasi.v16i2.370.

Full text

Abstract:

Based on research to know the effectof perception the quality, brand image, brand awareness trhadap decision the purchase by consumers CV.Pia Manalagi Ketapang ProbolinggoCity.Population research every consumer CV.Pia Manalagi Ketapang ProbolinggoCity.Sample consist of 30 respondents to technique incidental sampling.The method of analysis data using the validity, reliability test, regression analysis linear multiple and analysisthe coefficients determination.Based on the results of the testing of hypotheses done can be concluded that variable perception the quality, image brands and brand awar

APA, Harvard, Vancouver, ISO, and other styles

42

Dong, Lily C., and Chunling Yu. "Globalization or Localization: Global Brand Perception in Emerging Markets." International Business Research 13, no. 10 (2020): 5365. http://dx.doi.org/10.5539/ibr.v13n1053-65.

Full text

Abstract:

With the globalization of world economy, more brands from emerging markets have entered the international market, which brought changes to the competitive landscape previously dominated by global brands from developed countries. It becomes more critical for marketing managers to understand consumers&rsquo; perceptions of the two types of global brands: traditional global brands from developed countries and emerging global brands from developing countries, and to uncover the changes in consumers&rsquo; purchase intentions in the new competitive environment. This study attempts to identi

APA, Harvard, Vancouver, ISO, and other styles

43

Dong, Lily C., and Chunling Yu. "Globalization or Localization: Global Brand Perception in Emerging Markets." International Business Research 13, no. 10 (2020): 53. http://dx.doi.org/10.5539/ibr.v13n10p53.

Full text

Abstract:

With the globalization of world economy, more brands from emerging markets have entered the international market, which brought changes to the competitive landscape previously dominated by global brands from developed countries. It becomes more critical for marketing managers to understand consumers&rsquo; perceptions of the two types of global brands: traditional global brands from developed countries and emerging global brands from developing countries, and to uncover the changes in consumers&rsquo; purchase intentions in the new competitive environment. This study attempts to identi

APA, Harvard, Vancouver, ISO, and other styles

44

Agarwal, Prachi, Vrinda Tikkha, and Rohit Rajwanshi. "A STUDY TO EXPLORE THE EFFECT OF BRAND LABEL VS. INFORMATION LABEL IN THE FOOD AND BEVERAGE INDUSTRY TOWARDS GREENWASHING PRACTICES." International Journal of Agriculture and Environmental Research 11, no. 01 (2025): 01–15. https://doi.org/10.51193/ijaer.2025.11101.

Full text

Abstract:

The study explores the impact of brand labels versus nutritional labels on consumer perceptions in the food and beverage industry addressing the growing concern of greenwashing practices. Brand labels strongly impact consumer choices because of their established associations. However, the influence of labels such as nutritional details in changing consumer perceptions is a less studied area. This research aims to compare the effects of these labels on consumer decisions with a lens of greenwashing. Using a descriptive survey design, data was collected from 271 consumers in retail settings like

APA, Harvard, Vancouver, ISO, and other styles

45

Lakhchoura, V., S. Ambekar, and M. Hudnurkar. "Determination of Factors That Will Impact Brand Perception Post Covid-19." CARDIOMETRY, no. 25 (February 14, 2023): 614–26. http://dx.doi.org/10.18137/cardiometry.2022.25.614626.

Full text

Abstract:

The objective of this paper is to determine the factors that will impact Brand Perception post-COVID-19. COVID-19 is the talk of the town as consumers witness a once-in-a-generation unprecedented pandemic, which significantly affects the attitude and behavior of both consumers and firms in the long term. Consumers’ responses are mixed; some prioritize demands for hygiene products, some rushed for panic hoarding of staples, while some remain indifferent and continue with their daily routine. To maintain long-lasting relations with consumers having varied responses, firms must build brand loyalt

APA, Harvard, Vancouver, ISO, and other styles

46

Laddha, Dr Seema, Shivraj Bhosale, Suryansh Singh, and Suhasini Ghosh. "Understanding Consumer Sentiments Of Selecting Organic Brands Of Fashion Apparel." International Journal of Environmental Sciences 11, no. 9s (2025): 855–61. https://doi.org/10.64252/g52m3758.

Full text

Abstract:

The fashion apparel industry is deeply influenced by consumer sentiments, with emotions and perceptions shaping purchasing decisions and brand loyalty. As fashion brands increasingly leverage online platforms to engage with consumers, analyzing sentiments expressed in consumer reviews and social media discussions has become a crucial tool in understanding brand perception. This study employs sentiment analysis using qualitative analytical tools to analyze consumer sentiment through diagrammatic and graphical representations towards selected fashion apparel brands. This paper examines online co

APA, Harvard, Vancouver, ISO, and other styles

47

Wänke, Michaela, Andreas Herrmann, and Dorothea Schaffner. "Brand name influence on brand perception." Psychology and Marketing 24, no. 1 (2006): 1–24. http://dx.doi.org/10.1002/mar.20150.

Full text

APA, Harvard, Vancouver, ISO, and other styles

48

Pietrzak, Joanna. "Mass Prestige brands – the end of traditional luxury brand marketing?" Ekonomia Międzynarodowa, no. 27 (September 30, 2019): 187–98. http://dx.doi.org/10.18778/2082-4440.27.03.

Full text

Abstract:

The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is losing its elitist and exclusive character. The aim of this paper is to explore the changes in luxury brand marketing and to introduce the emergence of a new branding philosophy – Mass Prestige brands. The concept of Mass Prestige brands emerged as a response to luxury losing its elitist character, and it was intended to combine elements of luxury brand values perception with mass-market strategies. The

APA, Harvard, Vancouver, ISO, and other styles

49

Shivakanth Shetty, A., Nagendra Belavadi Venkataramaiah, and Kerena Anand. "Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism." Problems and Perspectives in Management 17, no. 4 (2019): 163–75. http://dx.doi.org/10.21511/ppm.17(4).2019.14.

Full text

Abstract:

The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials. Hence, this study intends to study the perceptions of millennials towards brand activism, so that the findings from the study can help the brand managers to steer their brands into the troubled waters of brand activism. The methodology followed is HTAB (Hypothesize, Test, Action, Business), a popular analysis framework given by Ken Black in his book titled “Business Statistics: Contemporary Decision Making (6th ed.)”

APA, Harvard, Vancouver, ISO, and other styles

50

Lee, Jihyun, and Yuri Lee. "Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (2018): 387–403. http://dx.doi.org/10.1108/jfmm-08-2017-0087.

Full text

Abstract:

Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level C

APA, Harvard, Vancouver, ISO, and other styles

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!