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Articles de revues sur le sujet « And Brand Image »

Auteur : Grafiati

Publié le 7 juin 2025

Mis à jour le 2 août 2025

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Maulasena, Mirza Fawwaz, Agus Rahayu, Puspo Dewi Dirgantari, Ablatdinov Sultanbek Azatovich, and Khudayarova Mekhrangiz Muradovna. "Social Media Marketing Activities and Brand Trust: Driving Loyalty in Indonesian’s MSMEs Fashion Brand." Image : Jurnal Riset Manajemen 12, no. 2 (2024): 304–16. https://doi.org/10.17509/image.2024.024.

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This paper examines the impact of social media marketing activities (SMMa) on brand loyalty (BL) among followers of Indonesian micro, small, and medium enterprises (MSMEs) in the fashion sector. The increasing reliance on social media for brand engagement makes this topic particularly relevant, as businesses seek effective strategies to foster customer loyalty in a competitive landscape. The study investigates the relationship between SMMa, brand trust (BT), and BL, posing the research question: How do SMMa influence brand loyalty through brand trust in Indonesian MSME fashion brands? Utilizin

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Aulia Mauliddinia. "Pengaruh Citra Merek, Kepercayaan Merek, Dan Pengalaman Merek Dalam Proses Membangun Merek Sepatu Lokal." Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce 2, no. 4 (2023): 177–90. http://dx.doi.org/10.30640/digital.v2i4.1777.

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The fashion industry, particularly in the rapidly evolving and changing footwear industry, it is important for companies to understand consumer perceptions of brands in order to build and maintain a company’s image. This research aims to understand how Gen Z consumers in DKI Jakarta evaluate brands and react to branding practices by involving brand management constructs, namely brand image, brand trust, brand experience, wich lead to consumer purchase intention. A quantitative research design was employed using the Structural Equation Model (SEM) method, and data analysis employing statistical

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Fan, Qingji. "Relationship among China’s country image, corporate image and brand image." Journal of Contemporary Marketing Science 2, no. 1 (2019): 34–49. http://dx.doi.org/10.1108/jcmars-01-2019-0006.

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Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found

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Koubaa, Yamen, Rym Boudali Methamem, and Fatiha Fort. "Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation." International Journal of Market Research 57, no. 1 (2015): 95–124. http://dx.doi.org/10.2501/ijmr-2015-007.

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Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation

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Choi, Chul-Jae. "The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love." Korea International Trade Research Institute 19, no. 1 (2023): 413–29. http://dx.doi.org/10.16980/jitc.19.1.202302.413.

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Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand

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Jin, S. Venus, and Ehri Ryu. "Instagram fashionistas, luxury visual image strategies and vanity." Journal of Product & Brand Management 29, no. 3 (2019): 355–68. http://dx.doi.org/10.1108/jpbm-08-2018-1987.

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Purpose Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus consumer-centric) and consumers’ characteristics (vanity, opinion leadership and fashion consciousness) on brand recognition and trust. Design/methodology/approach A quantitative 2 (source type: brand versus fashionista) × 2 (branded visual image type: product-centric luxury versus consumer-centric luxury) between-subjects onl

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Chakraborty, Uttam, and Savita Bhat. "Credibility of online reviews and its impact on brand image." Management Research Review 41, no. 1 (2018): 148–64. http://dx.doi.org/10.1108/mrr-06-2017-0173.

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Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to in

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G. Dawes, John. "Patterns in competitive structure among retail financial services brands." European Journal of Marketing 48, no. 5/6 (2014): 924–42. http://dx.doi.org/10.1108/ejm-02-2012-0085.

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Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach – The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings – Analysis of in-m

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Y., Audu, Sam B.T., and Ibrahim Y.O. "Identification and Evaluation of the Determinants of Brand Image in the Food and Beverages Industry in Nasarawa State, Nigeria." British Journal of Management and Marketing Studies 6, no. 2 (2023): 93–110. http://dx.doi.org/10.52589/bjmms-c8pkyr9p.

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Most studies on brand image and corporate entities, especially in Nigeria, seem to focus on the effect of brand image on corporate performance with little consideration for the factors that determine or shape such images ab-initio. This study therefore seeks to identify some of the factors or brand characteristics that customers consider in making their brand image preference and determine how important each of these factors is in brand image formation in the Nigerian food and beverages products industry. Based on responses from 348 customers; data were analyzed using principal component analy

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Pei, Wen. "Research on the Visual Image Shaping of Tourism Brand in Panyu District, Guangzhou." Applied Science and Innovative Research 8, no. 4 (2024): p111. http://dx.doi.org/10.22158/asir.v8n4p111.

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The prominent visual image of regional tourism brands often gives people a strong attraction and profound influence, increases the recognition of regional tourism, and stimulates consumers' consumption desire. For tourism practitioners, the creative application of tourism brands and visual images is conducive to product innovation and promotion. The first part of this paper introduces the research background, purpose and significance of the subject; The second part defines the concept and discusses the basic theory. The third part takes Panyu District as an example, analyzes the development an

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Pei, Wen. "Research on the Visual Image Shaping of Tourism Brand in Panyu District, Guangzhou." Applied Science and Innovative Research 7, no. 4 (2023): p145. http://dx.doi.org/10.22158/asir.v7n4p145.

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The prominent visual image of regional tourism brands often gives people a strong attraction and profound influence, increases the recognition of regional tourism, and stimulates consumers' consumption desire. For tourism practitioners, the creative application of tourism brands and visual images is conducive to product innovation and promotion. The first part of this paper introduces the research background, purpose and significance of the subject; The second part defines the concept and discusses the basic theory. The third part takes Panyu District as an example, analyzes the development an

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Ahn, Young Myung, and Hwi Kyung KIM. "A Study on Brand Image Application Characteristics in Spatial Expression of Side Dish Stores." Korea Institute of Design Research Society 7, no. 4 (2022): 212–25. http://dx.doi.org/10.46248/kidrs.2022.4.212.

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Side dish stores are concentrating their marketing capabilities to increase brand awareness and are using it as a strategy to lock-in customers through differentiation from other stores by strengthening brand images such as product image, store image, and marketing image. Among them, the strategy using the space design of the side dish store is that can directly link the brand image. Therefore, the purpose of this paper is to establish the correlation between brand selection attributes and space design expression elements through the case analysis of design of side dish stores, and to analyze

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Iqbal, Asif Iqbal. "Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability." Research Journal for Societal Issues 6, no. 2 (2024): 44–61. http://dx.doi.org/10.56976/rjsi.v6i2.201.

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This study examines the complex relationship among brand association, image, loyalty, and attachment and perceived product quality. It also examines how brand likeability moderates this relationship. The study investigates these dynamics to determine how consumer-brand interactions affect product quality perceptions. Customers evaluate product quality beyond intrinsic qualities in competitive markets. Brand association, image, loyalty, and attachment form these values. Understudied is brand likeability's moderating role in these correlations. Analyzing consumer-brand interactions on product qu

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Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.

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AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and b

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Jin, Tongxu. "Analysis of the Influence of Crossover Co-branding of Clothing Brands on Brand Image." Advances in Economics, Management and Political Sciences 41, no. 1 (2023): 92–98. http://dx.doi.org/10.54254/2754-1169/41/20232047.

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In recent years, "cross-industry marketing" has become a relatively mature way of brand expansion, transformation and promotion in the clothing industry. Co-branded brands have also become the main research objects of scholars. Cross-industry co-branding can create new brand value on the basis of existing brands, and find more market possibilities, thus expanding consumer groups and improving brand equity performance. The research theme of this paper is the influence of cross-industry co-branding of clothing brands on the image of co-branded brands, among which the influence of the fit degree

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Du, Guoguang, and Jacquline Tham. "Literature review on optimizing brand image and improved customer purchase intention." Journal of Infrastructure, Policy and Development 8, no. 7 (2024): 8019. http://dx.doi.org/10.24294/jipd.v8i7.8019.

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In the process of global economy, in the face of increasing business competition, it is more difficult than ever for brands to approach consumers and persuade them to consume. In the commercial environment, the competition between enterprises is essentially the competition of brands, and the competition of brands must first carry out the competition of brand image. Brand image carries the mission of information dissemination and value creation and plays an important role in business behavior. How to improve customer purchase intention by optimizing brand image and greatly promote the developme

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Lee, T. S., C. S. Leung, and Z. M. Zhang. "Fashion Brand Image Marketing: Brand Image and Brand Personality." Research Journal of Textile and Apparel 4, no. 2 (2000): 60–67. http://dx.doi.org/10.1108/rjta-04-02-2000-b008.

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Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers

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Yaran Ögel, İlkin. "The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement." Journal of Applied And Theoretical Social Sciences 3, no. 4 (2021): 306–29. http://dx.doi.org/10.37241/jatss.2021.39.

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As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while

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Roth, Martin S. "The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies." Journal of Marketing Research 32, no. 2 (1995): 163–75. http://dx.doi.org/10.1177/002224379503200204.

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Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories marketed internationally. He also develops a conceptual framework that identifies various cultural and socioeconomic environmental characteristics of foreign markets that are hypothesized to affect brand image performance. Results from a 10 country/60 regio

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Ge, Fuqiang, and Jinxin Ge. "Research on Brand Image Marketing Strategy - From Brand Awareness to Brand Loyalty." Journal of Global Humanities and Social Sciences 4, no. 4 (2023): 161–65. http://dx.doi.org/10.61360/bonighss232014120802.

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Brand image marketing is closely related to brand awareness and brand loyalty. Brand image marketing improves brand awareness and recognition through a variety of means and activities, thus enhancing consumers' loyalty and willingness to purchase brands. Enterprises need to adopt corresponding brand image marketing strategies and tools according to market demand and their situation to enhance the brand image and competitiveness comprehensively. This paper first introduces the definition and objectives of brand image marketing and then focuses on the influence of brand awareness and loyalty on

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Rehman, Fazal ur, and Basheer M. Al-Ghazali. "Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands." SAGE Open 12, no. 1 (2022): 215824402210888. http://dx.doi.org/10.1177/21582440221088858.

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This study intends to evaluate the influence of social advertising, individual factors, and brand image on the buying behavior of Malaysian consumers toward the fashion clothing brands along with mediation of brand image. Using the convenience sampling technique, data was collected from 288 respondents. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising, individual factors, and brand image are significantly related to the buying behavior of Malaysian consumers toward fashion clothing brands. Social advertising and individual factors have also a po

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Watson, Anna, Natascha Katharina Lecki, and Mohamed Lebcir. "Does size matter? An exploration of the role of body size on brand image perceptions." Journal of Product & Brand Management 24, no. 3 (2015): 252–62. http://dx.doi.org/10.1108/jpbm-05-2014-0616.

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Purpose – This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions. Design/methodology/approach – An experimental design was used whereby the model’s body size in a fictitious advert was digitally manipulated to create four advertising images with an underweight, slender, average and obese model size (all other factors remained constant). Through an intercept survey of German female consumers, respondents were exposed to one of the four images, and asked questions pertaining to their brand image perceptions. Findings – The findings suggest that

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Jiang, Zhiqing, Shin’ya Nagasawa, and Junzo Watada. "Luxury fashion brand image building: the role of store design in Bally and Tod's Japan." Management Decision 52, no. 7 (2014): 1288–301. http://dx.doi.org/10.1108/md-11-2012-0809.

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Purpose – The purpose of this paper is to reveal how store design influences luxury brand image building in a competitive market through the case study of two luxury fashion brands – Bally and Tod's. Design/methodology/approach – Quantitative (questionnaires) and qualitative (interview) approaches are both utilized in this research study. The authors interviewed brand managers of Bally and Tod's Japan and then conducted questionnaires to 57 consumers and six brand managers. Correspondence analysis, multidimensional analysis, and rough set theory were utilized to analyze the data obtained from

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Yuan, Yuhan. "Analyzing The Co-branding Marketing Strategy of UNIQLO." BCP Business & Management 45 (April 27, 2023): 248–55. http://dx.doi.org/10.54691/bcpbm.v45i.4913.

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Co-branding is an alliance in which businesses join up with other brand names to form joint brands in order to improve brand image and increase product quality signals. Co-branding is a common marketing strategy. As a long-term market strategy, UNIQLO prioritizes co-branding. The goal of this research is to examine the relationship and influence of co-branding, brand image, and purchase intent. This study analyzed and summarized the relationship between co-branding and brand image, the relationship between co-branding and buy intention, and the relationship between brand image and purchase int

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Liu, Jingrou. "The Current Status and Brand Image Communication Strategy of Changsha Jiu Ru Zhai, a Time-Honored Chinese Brand." Communications in Humanities Research 17, no. 1 (2023): 117–25. http://dx.doi.org/10.54254/2753-7064/17/20230875.

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Time-honored Chinese brands are expected to have a distinct traditional cultural background and a profound cultural heritage, along with a reputable brand. As one of Chinas first batch of key protected brands and a well-known brand among time-honored brands, Changshas first batch of Chinese time-honored brand, Jiu Ru Zhai, faces unprecedented challenges in the evolving era. The company lacks brand awareness and concepts for brand image communication, and still grapples with various issues such as a lack of uniqueness, outdated image, vague positioning, insufficient brand distinctiveness, and u

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Radithya, Theodore, and Rosidah Rosidah. "How does Gen Z choose their fashion brand: The role of Green Marketing and Brand Image in influencing the intention to buy." IOP Conference Series: Earth and Environmental Science 1488, no. 1 (2025): 012078. https://doi.org/10.1088/1755-1315/1488/1/012078.

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Abstract The research is interested in understanding Generation Z’s awareness of environmentally friendly products in fashion brands. The research objectives are as follows: Firstly, it aims to analyze the influence of green marketing on brand image and purchase intention of fashion brands among Gen Z. Secondly, the research is also interested in examining the influence of brand image on the purchase intention of fashion brands. Thirdly, it is also to examine the role of brand image as the mediator of the influence of green marketing on purchase intention in this matter. The research is quanti

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Oesanty Oetojo, Julita. "Analysis of Brand Image on Consumer Purchase Decisions in ‘Mint,’ A Ladies Fashion Brand in Jakarta." Advanced Science Letters 21, no. 4 (2015): 583–88. http://dx.doi.org/10.1166/asl.2015.5941.

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The retail fashion industry is growing rapidly in Indonesia, currently dominated by international fashion brands, followed by local designers and local fashion brands. There is very tight competition in the industry. Indonesian’s local brands have to create collections with good brand images to be able to compete and attract Indonesian consumers. The consumers appreciate local products, which have good quality design, styles, fabrics and competitive prices with positive brand images that make them feel confident wearing them. To be able to compete with the international fashion brands, it is v

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Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity." Journal of Marketing Strategies 3, no. 1 (2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.

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The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and

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Loureiro, Sandra Maria Correia. "Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context." International Journal of Retail & Distribution Management 45, no. 10 (2017): 1095–113. http://dx.doi.org/10.1108/ijrdm-10-2016-0196.

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Purpose The purposes of this paper are to explore the effects of brand credibility, brand familiarity and brand image on brand attachment and brand attitude; and to test how a grocery product category and the perception of quality of own-label brands vs manufacturer brands moderate the inter-relationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude. Design/methodology/approach A survey is administered to a quota sample of Portuguese supermarket shoppers via a face-to-face personal interviewing method. The survey was conducted in Lisbon, Amadora

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Idayani Agustina and Is Fadhilah. "Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Esteh Indonesia di Kecamatan Kedamean Kabupaten Gresik." MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi 2, no. 5 (2024): 253–65. http://dx.doi.org/10.61132/menawan.v2i5.831.

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The beverage industry is becoming increasingly competitive, making it crucial for businesses to establish a strong brand image and product quality to attract consumers. This study aims to analyze the influence of brand image and product quality on purchase decisions for Esteh Indonesia drinks. A quantitative research method was employed, untilizing non-probability sampling techniques. Data was collected through questionnaires distributed to 50 respondets in Kedamean District, Gresik Regency. Multiple linear regression analyseswas used as the data analysis technique. The findings revealed that

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Bravo, Rafael, Leif E. Hem, and José M. Pina. "From Online to Offline Through Brand Extensions and Alliances." International Journal of E-Business Research 8, no. 1 (2012): 17–34. http://dx.doi.org/10.4018/jebr.2012010102.

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This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused speci

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Kumaresan R, Chakkaravarthy, and Dr S. Chandramohan. "Effect of Brand Image and Brand Trust on Purchase Intention of Fast-Moving Consumer Goods." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 12 (2024): 1–7. https://doi.org/10.55041/ijsrem39602.

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An extensive analysis is performed in this research regarding how consumer relationships with brands influence brand trust and brand image, which represents a strong form of brand support rooted in consumer connections. This study examines how two consumer-brand relationship elements, specifically brand trust and brand image, influence buying intentions. Based on a review of the literature pertaining to consumer-brand dynamics, a theoretical framework is formulated that addresses the constructs of brand trust and brand image in their association with purchase intentions. In the current investi

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Riley, Debra, Nathalie Charlton, and Hillary Wason. "The impact of brand image fit on attitude towards a brand alliance." Management & Marketing 10, no. 4 (2015): 270–83. http://dx.doi.org/10.1515/mmcks-2015-0018.

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AbstractCo-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning) should also be consi

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Arvin, Enditya Putra. "The Effect of Digital Marketing Implementation Towards Muslim Fashion Brand Awareness and Brand Image on Covid'19 Pandemic." International Journal of Current Science Research and Review 06, no. 08 (2023): 5541–48. https://doi.org/10.5281/zenodo.8217256.

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Abstract : Digital marketing has a positive impact on brand awareness and brand image. This can have a good effect on the economy as it can increase brand awareness and brand image of Muslim fashion brands. This good economic effect will translate into improved company performance in covid’19. This study aims to determine the influence of the company’s digital marketing on brand awareness and brand image on covid’19 in Muslim fashion brands. This study uses multiple regression on panel data from a sample of 100 respondents based in Indonesia. The variable of this research is

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Calysta, Netha Eliana, and Yuyun Karystin Meilisa Suade. "Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab." Value : Jurnal Manajemen dan Akuntansi 19, no. 3 (2024): 784–96. http://dx.doi.org/10.32534/jv.v19i3.6050.

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The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is

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Vo, Nga Dinh. "Brand management through image and culture." Journal of Development and Integration, no. 72 (August 30, 2023): 89–97. http://dx.doi.org/10.61602/jdi.2023.72.11.

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Brand image is a concept that includes the following elements: Making a visual impression and entering the public’s consciousness. These factors make brands really strong and leave a mark in the hearts of consumers. Therefore, a brand manager must be someone who knows how to create an image for the brand, and at the same time have cultural dialogues in the process of developing awareness of that image. The article will deeply analyze the concepts of visual impression and cultural dialogue, thereby applying economic - cultural - social knowledge to clarify the management journey of strong brand

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Macnico, Peter, Renny Christiarini, and Lily Purwianti. "Streaming Popularity: Analyzing the Competition of SVOD Brands in Achieving Preferences and Loyalty of Generation Z." Wiga : Jurnal Penelitian Ilmu Ekonomi 14, no. 2 (2024): 286–301. https://doi.org/10.30741/wiga.v14i2.1227.

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This study investigates the impact of brand experience, brand trust, brand image and brand awareness on brand loyalty among Generation Z customers. As competition intensifies in the Subscription Video On Demand (SVOD) industry, particularly with Generation Z’s increasing influence, SVOD brands strive to differentiate themselves through distinct logos, enhanced user experiences, and intuitive applications. The research is set in the context of Batam, where 259 Generation Z customers participated in the study via a questionnaire distributed through Google Forms. The questionnaire employed a 5-po

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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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Sandhu, Moeed Ahmad, and Sadaf Shabbir. "An Extensive Evaluation of Brand Image with Moderating Effect of Brand Engagement to Determine Brand Loyalty and Consumers’ Purchase Intention: A Study of Famous Female Apparel Brands in Pakistan." Pakistan Journal of Humanities and Social Sciences 11, no. 1 (2023): 266–80. http://dx.doi.org/10.52131/pjhss.2023.1101.0348.

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This study extensively evaluated brand image and main purpose was to find out in what way Brand Engagement will moderate the influence of Brand Image on Brand Loyalty to determine customers’ purchase intention. Current research utilized the survey method for data collection. To study the relationships between variables, the selected industry was famous female apparel brands of Pakistan, in different cities such as Lahore, Islamabad, Sialkot and Multan. The current research used questionnaire as the research instrument to interact with the sampling population. Only females were targeted to get

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Achmad Daengs GS, Enny Istanti, Indriana Kristiawati, Rina Dewi, Diana Zuhro, and Retno Susanti. "The Aftermath of Some Variables Toward Consumer Preferences of Isotonic Drinking in Surabaya." International Conference on Education, Social Sciences and Technology (ICESST) 2, no. 2 (2023): 407–24. https://doi.org/10.55606/icesst.v2i2.339.

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Drinking in packaging business still has appeal for entrepreneurs, it is same as in the market, and the selling of drinks is no death business. Drinking business is promising the prat profits, because it has a large market as well, especially for a country with a population of -ccroximately 230 million people as Indonesia. (Kontan, 2nd Week, October 2009). Drinking vcrrket has increased annually, from drinking market shares in overall package of 44 trillion rupiah, isotonic drinks market has its share of USD 2.9 to 3.4 billion in 2009 and continued to rise from previous years. Mizone has ranke

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Romaniuk, Jennifer, and Maxwell K. Winchester. "Evaluative and Descriptive Response Patterns to Negative Image Attributes." International Journal of Market Research 45, no. 1 (2003): 1–13. http://dx.doi.org/10.1177/147078530304500105.

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While investigations into brand image have been plentiful, the study of negative brand image attributes has been rare. Replicated multi-brand studies are rare in any academic publication, but extremely rare in the consideration of the study of negative image attributes. Expanding on Barwise and Ehrenberg (1985), we examine the relationship between negative brand image attributes and usage replicated over different brands and attributes, in business and consumer markets, using different questioning techniques both in repertoire and subscription markets. In this paper, we report on 18 attributes

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Rumra, Amir, and Noersyam Muhrim. "Pengaruh Brand Awareness, Brand Image dan Brand Equity Terhadap Sikap Merek dan Dampaknya pada Minat Membeli Merek Sepeda Motor Kota Ambon." Jurnal Syntax Admiration 4, no. 11 (2023): 2063–82. http://dx.doi.org/10.46799/jsa.v4i11.765.

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Currently, marketing aspects no longer focus solely on product functions but are more geared towards brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image, and brand equity on brand attitude and its impact on the intention to purchase a specific motorcycle brand in Ambon City and (2) identify the differences in brand awareness, brand image, brand equity, and brand attitude for each motorcycle brand, determining which one has a significantly positive influence. Th

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Pérez-Santamaría, Samanta, Mercedes Martos-Partal, and Álvaro Garrido-Morgado. "Identifying a private-label supplier on national brand." Journal of Product & Brand Management 28, no. 3 (2019): 432–43. http://dx.doi.org/10.1108/jpbm-06-2018-1908.

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Purpose The purpose of this study is to examine the effects of identifying suppliers on private label (PL) packaging on the perceived quality, brand image, loyalty intention and relative price of the national brands (NB) produced by dual manufacturers, considering the possible moderating effects of the images of both the NB and PL. Design/methodology/approach The study uses an experimental setting with two different categories of grocery products. Findings The empirical evidence reveals different effects of PL supplier identification, according to brand images. Research limitations/implication

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Büyükdağ, Naci. "The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media." Business & Management Studies: An International Journal 9, no. 4 (2021): 1380–98. http://dx.doi.org/10.15295/bmij.v9i4.1902.

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The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfa

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Yu, Chih-Ching, Pei-Jou Lin, and Chun-Shuo Chen. "How brand image, country of origin, and self-congruity influence internet users' purchase intention." Social Behavior and Personality: an international journal 41, no. 4 (2013): 599–611. http://dx.doi.org/10.2224/sbp.2013.41.4.599.

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In this study we explored the influence of country of origin (COO), brand image, and self-congruity on consumers' purchase intention of luxury brands via the Internet. We found that: (a) consistency in the country of origin (COO), self-congruity, and brand image had a positive impact on purchase intention; (b) inconsistency between the country of brand and the country of manufacture, and consistency in the country image increased the influence of brand image on purchase intention when the brand image was weak; (c) inconsistency in the country image decreased the influence of brand image on pur

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Ferguson, Graham, Kong Cheen Lau, and Ian Phau. "Brand personality as a direct cause of brand extension success: does self-monitoring matter?" Journal of Consumer Marketing 33, no. 5 (2016): 343–53. http://dx.doi.org/10.1108/jcm-04-2014-0954.

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Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential me

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Chen, Yulin. "A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands." Information 12, no. 4 (2021): 149. http://dx.doi.org/10.3390/info12040149.

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This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 20

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Fu, Lixin. "A Brand Image Design Service Model Using the Visual Communication Technology under the Background of Internationalization." Wireless Communications and Mobile Computing 2022 (March 27, 2022): 1–9. http://dx.doi.org/10.1155/2022/5922967.

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The era of internationalization is the era of Internet of Everything. It not only promotes global economic growth but also subverts the traditional development model of brands in all walks of life, encourages the comprehensive upgrading of traditional brands, and spawns a large number of new-generation online brands. The visual expression of the entire brand promotion strategy is the brand visual design. Communication and appeal are the most specific and direct in the entire brand identity system. With the popularity of the Internet, the rise of platforms, the replacement of mobile devices, an

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Woo, Hongjoo. "The expanded halo model of brand image, country image and product image in the context of three Asian countries." Asia Pacific Journal of Marketing and Logistics 31, no. 4 (2019): 773–90. http://dx.doi.org/10.1108/apjml-05-2018-0173.

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Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags). Design/methodology/approach The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach. Findings The results of analyzing 305 American consumers’ responses suggest theoretical and marketing implications for Asian countries in utilizing brand imag

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Hoere, Yohanes Baptista, and Yolanda Masnita. "Anteseden Halal destination brand equity menggunakan halal brand equity theory untuk promosi halal tourism." Jurnal Ilmiah Ekonomi Islam 8, no. 3 (2022): 2473. http://dx.doi.org/10.29040/jiei.v8i3.6543.

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The purpose of this study was to examine and analyze the effect of halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand on destination brand equity. The location of this research was carried out in halal tourist destinations in the city of Jakarta. The method in this study uses the theory of halal brand equity which is used to describe the value of recognized brands, based on the idea that established and reputable brands are more successful. The results of this study state that halal brand awareness has a positive and significant effect on destination

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