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Journal articles on the topic 'Brand promotion'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Fong Yee Chan, Fanny. "The perceived effectiveness of overt versus covert promotions." Journal of Product & Brand Management 29, no. 3 (2019): 321–34. http://dx.doi.org/10.1108/jpbm-06-2018-1912.

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Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full fact

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Ivanytska, Svitlana, and Anna Aheicheva. "Brand Promotion Peculiarities." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 1(80) (March 25, 2021): 82–86. http://dx.doi.org/10.26906/eir.2021.1(80).2241.

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The brand promotion peculiarities are studied. It has been determined that the process of brand promotion includes: marketing a brand name and logo, making souvenirs, placing on various media, releasing videos, layouts for advertising, announcements on the Internet and much more. Used methods to promote brands are considered, such as: advertising, personal selling, packaging, 360° campaign, brand promotion on the Internet. The ways to promote a brand have been proven to be: website building, search engine optimization, social media, live streaming, storytelling, creating valuable content, blog

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Gómez, Miguel I., Vithala R. Rao, and Edward W. Mclaughlin. "Empirical Analysis of Budget and Allocation of Trade Promotions in the U.S. Supermarket Industry." Journal of Marketing Research 44, no. 3 (2007): 410–24. http://dx.doi.org/10.1509/jmkr.44.3.410.

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Using a unique data set, the authors examine the role of manufacturer and retailer characteristics in the joint determination of trade promotion budgets for supermarket brands and their allocation across trade promotion types. They find that manufacturer variables, such as brand position in retailer product category and brand price premium, and annual retailer sales determine trade promotion budgets. Furthermore, retail companies with larger shares of private labels in product category sales, larger annual sales, and stronger brand positioning are able to increase the allocation of promotional

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Qiu, Guanqi. "Research on Tourism Brand Mascot Promotion." Proceedings of Business and Economic Studies 5, no. 4 (2022): 94–99. http://dx.doi.org/10.26689/pbes.v5i4.4155.

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With the development of China’s tourism industry, the promotion of tourism brand mascots should be further optimized. By improving the promotion of tourism brand mascots, the connotation of tourism can be effectively expanded, so as to attract more consumers to participate in tourism activities. Promoting the mascots of tourism brands from different angles and levels will help increase the popularity of tourism brands and enhance people’s understanding of the culture and connotation of tourism brands [1]. Therefore, this article will discuss the promotion of tourism brand mascots and put forwa

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Shishakova, Yu V., and N. A. Bashkina. "Modern factors of digital technologies application efficiency in brand promotion." E-Management 5, no. 4 (2022): 106–12. http://dx.doi.org/10.26425/2658-3445-2022-5-4-106-112.

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The article presents an analysis of the global and Russian trends in the development of digital advertising in the promotion of brands. Based on the study of advertising reports and research agencies, analysis of statistical data and author’s developments of practitioners in the field of brand promotion on digital services, the features of building brand communications with target audiences are revealed. A number of priority tools for digital interaction of the brand with consumers are presented, a description of the factors and conditions for brand promotion in the digital environment is give

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Dawes, John G. "Price promotions: examining the buyer mix and subsequent changes in purchase loyalty." Journal of Consumer Marketing 35, no. 4 (2018): 366–76. http://dx.doi.org/10.1108/jcm-03-2017-2134.

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PurposeThis paper aims to investigate the extent to which temporary price promotions attract people who do not normally buy a brand, and whether buyers change their propensity to buy the promoted brand afterwards.Design/methodology/approachThe study analyses promotions in 18 consumer goods categories in the UK and USA. It calculates the proportion of promotion purchasers that have bought a brand at least once in their last five purchases and the Share of Category Requirements of those purchasers. These figures are then compared to normal-price purchasers.FindingsThe study finds the majority of

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Kaur, Kamaljeet. "BRAND PROMOTION STRATEGIES USED DURING TOKYO OLYMPICS 2020: A CASE STUDY OF AMUL DOODLES." SCHOLARLY RESEARCH JOURNAL FOR INTERDISCIPLINARY STUDIES 9, no. 68 (2021): 16146–60. http://dx.doi.org/10.21922/srjis.v9i68.10011.

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Promotions and advertisements are the part and parcel of Brands. The brands plan strategies to attract customers. These promotional strategies, create the demand and increases the sale of the product/Brand/Service. The promotion of any product, brand or service, through the promotion of some major events or happening such as Pandemic, IPL, FIFA World Cup, Cannes Film Festival and Olympics etc. popularize the brand and create a good will amongst the customers. The aim of the study was to investigate the strategy of Amul and its impact on the audience during Tokyo Olympics 2020 that was organize

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Raji, Ridwan Adetunji, Sabrina Rashid, and Sobhi Ishak. "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention." Journal of Research in Interactive Marketing 13, no. 3 (2019): 302–30. http://dx.doi.org/10.1108/jrim-01-2018-0004.

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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach i

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Katemi, Valarie, Robert Arasa, and Margaret Nganu. "Cross Promotions and Brand Loyalty: International Fast-food Brands in Nairobi, Kenya." International Journal of Business and Management Review 11, no. 3 (2023): 1–10. http://dx.doi.org/10.37745/ijbmr.2013/vol11n3110.

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The purpose of the study was to determine the influence of cross promotions on brand loyalty of International Fast-Food brands in Nairobi, Kenya. The study adopted a descriptive survey methodology. The target population for the study encompassed 24 customer relations managers from the 24-registered fast-food brands in Kenya. The study utilized purposive sampling technique in an effort to identify the most suited respondents for the study. A structured questionnaire was utilized as the data collection tool. The questionnaire was divided into two parts containing the demographic data relating th

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Kim, Min-Seong, and Jihye Kim. "Linking marketing mix elements to passion-driven behavior toward a brand." International Journal of Contemporary Hospitality Management 30, no. 10 (2018): 3040–58. http://dx.doi.org/10.1108/ijchm-10-2017-0630.

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PurposeThis study aims to investigate the relationships among perceptions of advertising, sales promotions, brand prestige and brand love, as well as the development of passion-driven behavior among family restaurant customers. Based on the well-established framework of marketing mix elements and brand, this study proposes and tests a research model that attempts to understand the inter-relationships between the two dimensions of advertising (i.e. advertising spending and attitudes toward advertisement), two dimensions of sales promotions (i.e. monetary promotion and non-monetary promotion), b

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Widyasari, Nyoman Putri, and I. Gde Ketut Warmika. "PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI." E-Jurnal Manajemen Universitas Udayana 8, no. 12 (2019): 6910. http://dx.doi.org/10.24843/ejmunud.2019.v08.i12.p01.

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This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty.

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Ranita, Siti Faradhila, and Sabar Sabar. "Perancangan Promosi Brand Fashionistas Dengan Konsep Timeless Fashion Sebagai Upaya Meningkatkan Penjualan." VISTRA: Jurnal Desain, Strategi Media dan Komunikasi 1, no. 3 (2024): 204–17. http://dx.doi.org/10.12962/j29880114.v1i3.764.

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Fashionistas is a local Indonesian brand with specifications for women's fashion needs that have been established for 15 years. This brand raises the concept of Timeless Fashion which has not been done by many other local brands. Fashionistas have carried out promotions, but based on the data collected, the promotions have not been able to increase sales Therefore we need a promotional design to increase these sales. This design was carried out through several research methods including literature studies on the topic of the fashion industry, brand promotion, and timeless fashion. Existing stu

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Phan, Thanh Hai, Ngoc Diep Nguyen, Hai Giang Ha, Mai Trang Le, Phuong Anh Vu, and Hai Anh Doan. "YOUTHS’ WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY." Business, Management and Economics Engineering 22, no. 01 (2024): 112–37. http://dx.doi.org/10.3846/bmee.2024.19873.

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Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study conclu

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Umar, M. J., and U. B. Abdulmutallib. "Sales Promotion as a Tool for Improving Customer-Based Brand Equity in Kano Metropolis." Kashere Journal of Education 3, no. 1 (2022): 182–86. http://dx.doi.org/10.4314/kje.v3i1.22.

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Managing and building strong brand is seen today as the main goal of every organization. Having a strong brand is significant important to every organization as it result in having greater customers, achieving competitive advantage and brand extension. However, marketing researchers have not address how strong brand (brand equity) may be managed, built and improved through sales promotions. The study investigated sales promotion as a tool for improving customer-based brand equity by business organizations within Kano metropolis. The paper is conceptual. Therefore, it concludes that sales promo

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Septiawan, I. Putu Sandra, Grishelda Dinda Shabira, and Nurhasanah Sofjan. "ANALISIS POSITIONING SKINCARE LOKAL DI JAKARTA." Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi 20, no. 02 (2023): 215–22. http://dx.doi.org/10.25134/equi.v20i02.7481.

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AbstrakTujuan penelitian ini untuk menganalisis positioning dan strategi marketing mix skincare lokal brand A, B, C, dan D. Penelitian ini bersifat deskriptif, instrumen penelitian berupa kuesioner dan disebar melalui google form. Jumlah kuesioner yang kembali sebanyak 40. Alat analisis yang digunakan adalah analisis diskriminan yang diolah menggunakan software SPSS version 23. Berdasarkan hasil pengolahan data atribut yang dianggap penting oleh konsumen yaitu promosi pada sumbu Y dan harga pada sumbu X, sedangkan kualitas walaupun garisnya cukup panjang namun ada ditengah-tengah antara sumbu

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Kaswengi, Joseph, Mbaye Fall Diallo, Houcine Akrout, and Pierre Valette-Florence. "Choosing high-equity cosmetic brands in bad macroeconomic conditions: evidence from panel data." International Journal of Retail & Distribution Management 48, no. 4 (2020): 305–25. http://dx.doi.org/10.1108/ijrdm-01-2019-0003.

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PurposeThis study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.Design/methodology/approachThe study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.FindingsResults indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and m

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Hanum, Latifah, Ridho Saputri, Yeni Ningsih, Nabilla Armayanti, and Fitri Nofirda. "Evaluating the Impact of TikTok Promotions on Online Shops: Literature Study Approach." Jurnal Ilmiah Manajemen Kesatuan 11, no. 3 (2023): 1287–92. http://dx.doi.org/10.37641/jimkes.v11i3.2271.

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This research analyzes the impact of promotion via TikTok on online shops and finds that using TikTok as a promotional tool has a significant positive effect. TikTok, with its appeal of creative and interactive short video content, allows online shop owners to reach a wider audience and increase their brand exposure. The results of this research show good improvements in terms of brand awareness, sales growth, and stronger relationships between customers and brands. In addition, TikTok provides an ideal platform for promotions that attract shopper attention, such as discounts and free shipping

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Sinha, Somesh Kumar, and Priyanka Verma. "Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation." Global Business Review 19, no. 6 (2018): 1663–80. http://dx.doi.org/10.1177/0972150918794977.

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Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A m

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Lithopoulos, Alexander, Peter A. Dacin, Tanya R. Berry, et al. "Examining the ParticipACTION brand using the brand equity pyramid." Journal of Social Marketing 8, no. 4 (2018): 378–96. http://dx.doi.org/10.1108/jsocm-11-2017-0071.

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Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor an

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Zharifah Putri Masturah Hasibuan, Endang Sulistya Rini, and Beby Karina Fawzeea Sembiring. "ANALYSIS OF THE INFLUENCE OF MARKETING COMMUNICATIONS ON LOCAL SKIN CARE ANTI-AGING AWARENESS: CRYSTALLURE IN MEDAN CITY." International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) 3, no. 5 (2023): 1711–23. http://dx.doi.org/10.54443/ijebas.v3i5.1189.

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The most common facial skin problems experienced by Indonesian women are dull skin conditions and the appearance of wrinkles and fine lines which are signs of premature aging. This problem can be overcome by using anti-aging skin care. One of the local anti-aging skin care brands in Indonesia is Crystallure, which is produced by PT Paragon Technology and Innovation. It is important for companies to implement traditional and digital marketing strategies simultaneously in order to increase brand awareness. The marketing communications used by Crystallure to promote its brand are social media mar

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Zhang, Mengyao, Hasliza Hassan, and Melissa Wendy Migin. "Research on Brand Communication and Promotion Countermeasures of YZ Supermarket." BCP Business & Management 18 (April 13, 2022): 65–67. http://dx.doi.org/10.54691/bcpbm.v18i.538.

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Due to the rapid development of economy and society, the living standard of residents has been continuously improved, and people's pursuit of life has been continuously improved. More and more brands are available for consumers to choose, and the competition among major brands is becoming more and more fierce. Making good use of brand communication and realizing the optimization and upgrading of brand communication effect has become more and more important in the brand development of retail industry. Taking YZ supermarket as the research object, this paper uses the methods of questionnaire, in

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Keel, Astrid Lei, and Daniel Padgett. "The effects of adjacent competitors and promotion on brand sales." Journal of Consumer Marketing 32, no. 1 (2015): 43–50. http://dx.doi.org/10.1108/jcm-02-2014-0860.

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Purpose – This paper aims to examine the potential for adjacent brands to influence sales of a focal brand. Specifically, this paper examines whether the type of adjacent brand (market leader or non-market leader competitor) and its promotion (featuring or discounting) have an effect on sales of a focal product. Design/methodology/approach – Store-level scanner data supplemented with in-store audits are used. Findings – It is demonstrated that adjacent brands and their specific marketing activities influence focal brand sales in specific ways, and that market leaders have a disproportionate an

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Pablo, Vanessa B., Elena D. Aguila, Angeline M. Gollena, Estephanie C. Padua, and Stella Marie C. Padua. "Mid-Video Promotion Practices among Skin Care Businesses: Optimizing Brand Recall." International Journal of Research and Innovation in Social Science VIII, no. XIV (2024): 235–48. https://doi.org/10.47772/ijriss.2024.814mg0022.

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As consumers navigate through an extensive amount of online content, skin care brands and services must not only attract their attention but also leave a lasting impression that converts into meaningful brand recall. Descriptive quantitative method was used through survey questionnaires distributed to skin care businesses in Las Pinas City. The primary goal across the mid-video promotions is to ensure that these promotions seamlessly integrate into the viewing experience without disrupting it excessively while communicating relevant brand information. Implementing mechanisms for collecting ins

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Fairus, Leva, Nurul Setiorini, and Usep Abdul Matin. "Promotion Mix Strategy in Promoting a Halal Brand in Indonesia: a Case Study on Sasha Halal Toothpaste." JURNAL INDO-ISLAMIKA 11, no. 1 (2021): 59–98. http://dx.doi.org/10.15408/jii.v11i1.20361.

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As a country with the largest Muslim population in the world, Indonesia has a large Muslim market and growing halal industry. Now many Indonesian brands are using the halal label not only to comply with their regulations, but also to attract their consumers. One of the brands, which has made the halal label a brand, is the Sasha Halal Toothpaste. It is a brand launched by PT. Kino Indonesia, Tbk (Kino). This brand builds an image as an Islamic toothpaste that not only functions as a cleanser, but also satisfies its Muslim consumers. Kino itself is a consumer goods company from Indonesia, which

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Ramadhan Alfa Rizki, Muhammad, and Mujiono Mujiono. "Ecohome Sales Promotion Indonesia Giveaway in Building Brand Awareness." Jurnal Komunikasi, Sains dan Teknologi 2, no. 2 (2023): 208–17. http://dx.doi.org/10.61098/jkst.v2i2.55.

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Social media has now become part of people's lives. In addition, brands also use social media as a means of promotion, such as Ecohome on Tiktok and Instagram. Ecohome carries out activities that can build brand awareness. This study examines Ecohome Indonesia which uses Tiktok and Instagram as promotional media to build brand awareness. This research uses the concept of sales promotion and brand awareness. This research uses the post-positivism paradigm with a qualitative approach and data collection through interviews. The results of this study show that the strategy used by Ecohome Indonesi

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Amalia, Putri. "PENGARUH PRODUK, HARGA, TEMPAT, PROMOSI DAN KEBUTUHAN MENCARI KERAGAMAN TERHADAP PERPINDAHAN MEREK SAFE CARE KE MEREK LAIN." JEBI | Jurnal Ekonomi Bisnis Indonesia 13, no. 2 (2019): 18–27. http://dx.doi.org/10.36310/jebi.v13i2.106.

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Abstract: The presence of competitors and the number of brands that increase in the category ofrefreshing oil aromatherapy makes the competition increasingly tight and provides opportunities forcustomers to be able to make switching of brand in accordance with the wishes and expectation. Thisstudy aims to determine the effect of products, prices, places, promotions and variety seekingpartially and simultaneously on brand switching of Safe Care to other brands in DKI Jakarta. Datawas conducted by survey with questionnaire as an instrument, while the variables in the researchwere valued using Li

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Alam, Syed Hasnain, and Sohaib Uz Zaman. "Behavioral Biases of Promotion Strategies in Consumer Paradox Towards Brand Equity: Thematic Analysis." Qlantic Journal of Social Sciences 5, no. 2 (2024): 495–511. https://doi.org/10.55737/qjss.v-ii.24322.

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The current systematic analysis aims to review promotion strategies and brand equity literature published in the last decade to unfold the new doors in the promotion and brand equity measurements and their elements in the area of multidisciplinary promotional research models. The study has searched five major databases to identify the relevant literature. We have selected quantitative research articles from the Web of Science (WOS) - Social Science Citation Index (SSCI) for the thematic exercise. The analysis reveals that the effects of monetary and non-monetary promotions vary across cultures

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Fahrezi, Alam, and Ahmad Albar Tanjung. "The Influence of Personal Selling and Promotion on Increasing Sales Through Brand Image in MSMEs Medan Food Court." Jurnal Manajemen 15, no. 3 (2024): 520–33. http://dx.doi.org/10.32832/jm-uika.v15i3.16889.

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The aim of this research is to analyze the influence of personal selling and promotions with brand image moderating variables on increasing sales at Medan Foodcourt MSMEs . The population in this research was 46 MSMEs, taking illustrations using a saturated sampling method with a total of 46 illustrations. This research used SEM PLS analysis procedures tested using software smart PLS. The results of this research show that personal selling has a positive influence and has a big impact on brand image. The promotion has a positive and significant influence on Brand Image. Personal selling has a

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Bude, Florin Alexandru. "The Current State of Tourism Promotion. Promotional Strategies Used in an Urban Area." BRAND. Broad Research in Accounting, Negotiation, and Distribution 11, no. 1 (2025): 7–13. https://doi.org/10.70594/brand/11.1/1.

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<strong>Abstract</strong> The tourism industry has undergone significant transformations due to economic downturns, particularly during the COVID-19 pandemic. This paper examines the current state of tourism promotion and the strategic approaches utilized in urban areas. The primary objective of tourism businesses is to attract and retain customers through well-designed promotional strategies. Effective tourism promotion involves a combination of cognitive and behavioural strategies to enhance customer engagement. The study explores four major promotional strategies: attraction, push, defensiv

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NGUYEN, THI PHAN THU. "SOLUTIONS FOR BUILDING VIETNAMESE RICE BRANDS." International Journal of Management & Entrepreneurship Research 3, no. 4 (2021): 154–60. http://dx.doi.org/10.51594/ijmer.v3i4.217.

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Since the promotions of rice brands are not fully paid attention,Vietnam does not have many outstanding rice brands in the international market. This paper focuses on clarifying the cause and proposing some solutions to help Vietnam build rice brands in both domestic and international markets. These solutions are:(i) Improving mechanisms and policies for Vietnam's rice industry; (ii) Changing awareness and leadership mindset in implementing rice brand promotion activities; (iii) It is necessary to have close coordination between businesses and brand promoters; (iv) Renewing structure of rice p

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Mareta, Futri Zamnis, Ismail Razak, and Yuaniko Yuaniko. "Decoding the Buyer’s Mind: The Role of Promotion and Brand Image in Purchase Decisions." Marketing and Business Strategy 2, no. 2 (2025): 100–109. https://doi.org/10.58777/mbs.v2i2.440.

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This study aims to analyze the extent to which promotion and brand image influence the purchasing decisions of Shopee customers in East Jakarta. Using a quantitative approach with survey methods and multiple linear regression analysis, the results of the study indicate that both promotion and brand image simultaneously and partially have a positive and significant effect on purchasing decisions. This finding means that attractive promotions such as discounts, cashback, and flash sales, as well as a strong and positive brand image can encourage consumers to make purchases. This study investigat

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Absharina, Zahra Bhima, Anita Dwi Yuriani, and Evelyn Hendriana. "The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia." Journal of Business and Management Studies 3, no. 2 (2021): 152–61. http://dx.doi.org/10.32996/jbms.2021.3.2.16.

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The widespread acceptance of social media encourages marketers to use social media for brand promotion. Promotions through social media generally target millennials and Z generations who are more technology literate than their predecessors are. One of the social media promotion techniques is influencer marketing. Most research on the effectiveness of social media influencers only emphasizes the characteristics of influencers, while the match between the influencer's image and the brand being promoted and the ideal self-image of followers also shape consumer attitudes and purchase intentions. H

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Bude, Florin Alexandru. "The Current State of Tourism Promotion. Promotional Strategies Used in an Urban Area." BRAND. Broad Research in Accounting, Negotiation, and Distribution 11, no. 1 (2020): 7. https://doi.org/10.70594/brand/11.1/1.

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<p dir="ltr"><span>The tourism industry has undergone significant transformations due to economic downturns, particularly during the COVID-19 pandemic. This paper examines the current state of tourism promotion and the strategic approaches utilized in urban areas. The primary objective of tourism businesses is to attract and retain customers through well-designed promotional strategies. Effective tourism promotion involves a combination of cognitive and behavioural strategies to enhance customer engagement. The study explores four major promotional strategies: attraction, push, def

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Christian, Nico, Joseph Martinio Jocrien Renwarin, Muhammad Richo Rianto, Djuni Thamrin, Matdio Siahaan, and Pricilia Johani Sakti. "Pengaruh Promosi Instagram dan Marketplace Shopee untuk Meningkatkan Kesadaran Merek dengan Menggunakan Sensitivitas Harga sebagai Variabel Intervening (Survei Konsumen Keramik Mulia di Toko Aneka Keramik Bekasi)." Al-DYAS 4, no. 2 (2025): 811–34. https://doi.org/10.58578/aldyas.v4i2.4960.

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Indonesia's ceramics industry has undergone significant changes in the online business world over the past five years. Many local ceramic companies have developed innovative products and designs to meet the changing tastes of consumers. Ceramic products are now considered important aesthetic elements in the construction of indoor and outdoor areas, and are no longer merely functional everyday items. This study aims to examine the impact of promotional activities on Instagram and the Shopee marketplace, the role of price sensitivity as an intervening variable in the relationship between Instagr

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Li, Jiakun. "A Study of Utilizing Social Media for Luxury Brand Promotion." Journal of Education, Humanities and Social Sciences 35 (July 4, 2024): 373–79. http://dx.doi.org/10.54097/2jk3j247.

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With the development of the times and the increasing popularity of the Internet, the traditional market has long since ceased to be the main track for the promotion of luxury brands. Nowadays, social media has profoundly changed people's daily behavior throughout all their daily lives and has also profoundly changed the way luxury brands market today, becoming the spring of luxury marketing. This paper discusses how luxury brands utilize social media for product promotion. Using the PEST framework to analyze the macroenvironment affecting the luxury industry, it introduces the types of promoti

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E. Schultz, Don, and Martin P. Block. "Sales promotion influencing consumer brand preferences/purchases." Journal of Consumer Marketing 31, no. 3 (2014): 212–17. http://dx.doi.org/10.1108/jcm-01-2014-0822.

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Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product brands. Data were drawn from responses to a very large (1.1 million) online longitudinal consumer questionnaire during 2002-2012. Design/methodology/approach – Additional research, combining this data set with two other major US longitudinal studies, confirmed results. This study focused on determining reasons for N

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He, Jiayi. "The Impact of Social Media Marketing Strategies on Brand Perception and Building." Advances in Economics, Management and Political Sciences 186, no. 1 (2025): 68–75. https://doi.org/10.54254/2754-1169/2025.bl23676.

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This article analyzes and explains the important role of social media platforms in promoting and maintaining brand building and development.This article adopts literature research and case analysis methods to conduct a detailed analysis of the huge advantages of social media marketing methods, and deeply studies the important roles of brand image, consumer loyalty, marketing methods, and other aspects in the establishment and maintenance process of brands.It also introduces the development history of social media and the demand for brand building, emphasizing the unique advantages of social me

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Ihzaturrahma, Nahda, and Nurrani Kusumawati. "INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT." International Journal of Entrepreneurship and Management Practices 4, no. 15 (2021): 23–41. http://dx.doi.org/10.35631/ijemp.415002.

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Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion produc

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Angeline, Claudia, Gede Suparna, and I. Made Dana. "The Role of Brand Image Mediates the Influence of Promotion on Purchase Decisions." Journal of Law and Sustainable Development 11, no. 10 (2023): e869. http://dx.doi.org/10.55908/sdgs.v11i10.869.

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Theoretical framework: The theoretical framework for this study illustrates the role of brand image as a mediating factor in the relationship between promotion and purchase decisions in the context of Rose All Day Cosmetics (RADC) in Badung Regency. Purpose: This study aims to explain the role of brand image mediating the influence of promotion on purchase decisions of Rose All Day cosmetics. Design/methodology/approach: This research was conducted in Badung Regency in January 2023. Data was collected using an instrument in the form of a questionnaire from 190 respondents, who were determined

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Аксенова, О., O. Aksenova, Н. Скрипникова, N. Skripnikova, Е. Швец, and E. Shvec. "Self-PR as a Business Promotion Tool." Scientific Research and Development. Modern Communication Studies 8, no. 5 (2019): 60–62. http://dx.doi.org/10.12737/article_5d77688083b0b4.91810385.

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This article discusses the concept of Self-PR. It describes the technology of creating and promoting a personal brand; stages of its development. Personal brand is analyzed as a tool to promote your business and services. The process of formation and promotion of the brand is divided into four stages: personality audit; brand strategy is determined; creating basic brand attributes; selection of personal brand promotion means; identification of key communication channels.

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Lyu, Xiadi. "Influence of High-Performance Composite Sports Equipment on Brand International Sports Marketing Strategy." Advances in Materials Science and Engineering 2022 (September 24, 2022): 1–10. http://dx.doi.org/10.1155/2022/3959628.

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With the continuous development of society, people are paying more attention to sports. In order to make sports brands go to the international market, it is necessary to adopt an international marketing strategy for sports brands. However, due to the late development of most sports brands, the main sports brand market is the mid-to-low-end market. Sports brands have little investment in scientific research and technology and build the market with celebrity endorsements or ultra-low prices. This leads to the lack of an international market for most sports brands, and the sports brands cannot be

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Novikova, Tetyana V., Olena M. Khrystoforova, Nadiia L. Morozova, Timur R. Malafeyev, and Maksym V. Babenko. "Personal Brand Promotion Model." PROBLEMS OF ECONOMY 4, no. 54 (2022): 232–44. http://dx.doi.org/10.32983/2222-0712-2022-4-232-244.

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The purpose of the article is to build a model of the formation of one's own brand, which is based on a wide range of principles of system analysis, and allows to predict the effectiveness of the decisions made. The article proves that for the effective formation and promotion of a personal brand, one should understand the purpose and functions of its formation, take into account all the conditions that can affect it, and master the tools and methods of brand management. The work proposes the formation of an algorithm for creating one's own brand under the influence of all possible factors and

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Bhutto, Sanam, Hina Marvi, and Raj Kumar. "Excessive Sales Promotions Impact on Clothing Brand Equity." Global Economics Review VII, no. II (2022): 171–79. http://dx.doi.org/10.31703/ger.2022(vii-ii).15.

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This study identifies how consumer wants and needs are always shifting, which has a significant effect on businesses' sales and public perception. Study It is clear from a brand or product image analysis that businesses make an effort to create a distinctive perception of their brands. Different facets and characteristics of a brand can draw people in and aid them in forming opinions about the products. The purpose of this study is to examine and assess how excessive sale promotion affects brand equity. To gather accurate and appropriate data for the study, a survey method was used. The use of

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Prakasa Restuputra, Made Dio, and Gede Bayu Rahanatha. "PROMOSI PENJUALAN, STORE ATMOSPHERE, DAN BRAND IMAGE BERPENGARUH TERHADAP REPURCHASE INTENTION." E-Jurnal Manajemen Universitas Udayana 9, no. 8 (2020): 3019. http://dx.doi.org/10.24843/ejmunud.2020.v09.i08.p07.

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Drinking coffee habit in Denpasar, creates an opportunity to attract consumers to repurchase intention. Factors that influence the occurrence of repurchase intention include sales promotions, store atmosphere, and brand image. Purpose of this study are to determine the effect of sales promotion, store atmosphere, and brand image on repurchase intention. This research is conducted on consumers Excelso Cafe products. Sample are 112 respondents with purposive sampling. Data collection is carried out by questionnaire, analyzed by multiple linear regression. Based on the results, sales promotions h

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Ekawati, Vita, Bambang Supriadi, Syarif Hidayatullah, and Stella Alvianna. "The Impact of Promotion and Local Brand Image on Purchasing Decisions through Consumer Purchase Interest in Lapis Kukus Tugu Malang." International Journal of Advances in Engineering and Management 7, no. 3 (2025): 168–76. https://doi.org/10.35629/5252-0703168176.

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The aim of this research is to analyze the influence of promotions and local brand image on purchasing decisions through purchase interest as a mediating variable. This research uses a quantitative research approach. The location of this research is the Lapis Kukus Tugu Malang outlet, especially Batu District, Malang, East Java. The population in this study were Lapis Kukus Tugu Malang consumers, with a research sample of 112 respondents taken using a purposive sampling technique. The data analysis technique in this research uses descriptive analysis, path analysis and hypothesis testing. The

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Angelia, Monica, and Umu Khouroh. "Peran Promosi Penjualan “Korean Wave” sebagai Mediator Brand Ambassador dengan Minat Beli Konsumen Produk “Somethinc”." Business Management Research 2, no. 1 (2023): 51–67. http://dx.doi.org/10.26905/bismar.v2i1.9529.

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This study investigates the effect of brand ambassadors and sales promotion on purchase intention and the mediating role of sales promotion in the relationship between brand ambassadors and purchase intention. The research was conducted through a closed survey and Partial Least Square modeling on a sample of consumers who had used cosmetic “somethinc”. The results of the study show that brand ambassadors do not influence consumers’ purchase intention, on the contrary, sales promotion influences purchase intention positively. Another finding is that sales promotion mediates the relationship bet

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Zhamilya , Sartova. "Research on the Influence Mechanism of Joint Promotion on the Loyalty of the Main Brand." International Journal of Business and Management 13, no. 7 (2018): 222. http://dx.doi.org/10.5539/ijbm.v13n7p222.

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As the economy of commodities continues to grow, people's living standards continue to increase, and the choice of turntables they face is also more abundant. The competition for businesses around the terminal market has become intense and fierce. The number of brands, the fierce market Jinzheng, the increase in similar product readings, and the increase in consumer choices, have also led to the continuous promotion of various promotions by various merchants.Effective control loyalty management method for a marketing manager is very important, but in the past literature I have not been able to

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Davis, Scott, J. Jeffrey Inman, and Leigh McAlister. "Promotion Has a Negative Effect on Brand Evaluations—Or Does It? Additional Disconfirming Evidence." Journal of Marketing Research 29, no. 1 (1992): 143–48. http://dx.doi.org/10.1177/002224379202900112.

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Early research on the effect of promotion suggested that a brand using that element of the marketing mix would be evaluated lower and therefore have a reduced repurchase probability. Though that hypothesis refers to a change in brand evaluation at the individual level, tests of it typically have been performed with repurchase probabilities at the aggregate level. Recent work by Neslin and Shoemaker shows that it is possible to observe a decrease in aggregate repurchase probability due to promotion even if individual-level repurchase probabilities are unchanged. Though their evidence does not d

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Reddy, M. Prashanth, and Dr S. Suneetha. "FACTORS INFLUENCING BRAND AWARNESS AND BRAND IMAGE ON SOCIAL MEDIA PLATFORM." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 01 (2024): 1–6. http://dx.doi.org/10.55041/ijsrem28135.

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The many facets of what influences the growth of brand awareness and brand image on social media platforms are examined in this study. Social media has emerged as a crucial platform for customer engagement and brand promotion in today's digital world. For marketers looking to build and maintain a strong online presence, it is imperative that they comprehend the intricacies of brand perception in this setting. Based on an extensive analysis of existing literature and practical investigations, this abstract identifies the primary determinants of brand recognition and image on social media. Eleme

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Siregar, Lisa Anggi Nauli, and Isnaini Harahap. "Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan Zoya Cabang Medan Dengan Brand Image Sebagai Variabel Moderating." AT-TAWASSUTH: Jurnal Ekonomi Islam 4, no. 1 (2021): 89. http://dx.doi.org/10.30829/ajei.v4i1.4088.

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Customer loyalty is customer loyalty to companies, brands and products, where this loyalty is influenced by various factors such as marketing mix, product, price, location and promotion and influenced by brand image as a moderating variable. This study aims to explain the effect of product, price, location and promotion on Zoya customer loyalty with brand image as a moderating variable. This research is quantitative research and the method to determine the sample is the Lemeshow formula with a sample size of 100 respondents. Data is obtained by distributing questionnaires that have been struct

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