Brand equity

This study aims to determine the effect of brand characteristic variables consisting of brand reputation, brand predictability, and brand competence on brand loyalty to MSMEs Kak Fiet brand consumers in Soloraya. The sample in this study was 127 respondents who were taken through purposive sampling method. The analytical tools used in this research include instrument data test, classical assumption test, path coefficient test, goodness of fit test and hypothesis testing using the SmartPLS program. The results of this study indicate that 1) Brand reputation has a positive and significant effect on brand loyalty; 2) Brand predictability has a positive and insignificant effect on brand loyalty; 3) Brand competence has a positive and significant effect on brand loyalty; This means that not all brand characteristic variables will have a significant effect on brand loyalty on MSMEs Kak Fiet brand in Soloraya

Omar Abdi, declare that this research titled "Determinants of competitive advantage among Supermarkets in jigjiga" is the result of my own effort and study. I also declare that all sources of materials used for the study have been acknowledged. I have produced it independently, except for the guidance and suggestion of the Research Advisor.

This study develops a process model of content marketing aimed at strengthening customers’ purchase intention in Keshavarzi Bank’s services. Using a mixed-methods approach, researchers interviewed experts and surveyed 400 customers. The findings revealed 14 key categories shaping content marketing, including ethical messaging, cultural alignment, use of social media, viral dissemination, and modeling successful banks. The results show that effective content marketing can enhance customer trust, increase loyalty, strengthen the bank’s brand, and ultimately boost purchase intention of banking services.

Environmental protection is a priority for countries that want to reduce the impact of global warming. Numerous companies strive to create a positive image and are committed to delivering supplementary environmental benefits. However, some companies still make vague statements and lack transparency and authenticity. The purpose of this research study is to examine the impact of green advertising and brand characteristics aspects (including perceived greenwashing) on green purchase intention (GPI) and Green Brand Trust (GBT) as a mediator. The research was based on surveys with 300 green consumers in Ho Chi Minh City using convenience sampling. Data were analyzed using SmartPLS software and Structural Equation Modeling (PLS-SEM). The results indicate that perceived greenwashing (PGW) negatively affects green purchase intention. On the other hand, green advertising receptivity (GAR), green brand image (GBI), and perceived brand authenticity (PBA) will have a positive effect on GBT. Additionally, green brand trust (GBT) positively impacts green purchase intention based on consumer demand. At the same time, Green Brand Trust mediates the relationship between GAR, GBI, PBA, and GPI. In summary, this study provides essential results and insights into the importance of the Theory and practice of implementing green marketing strategies from consumers’ perspective.

This paper identifies various attributes influencing consumers to purchase Ice-cream from a retail store. Our team has done this research during the year 2021. Notably, it confesses the behavioral patterns of consumers and perceptions regarding ice cream with the association between the income effect and purchase decisions. To conduct the research, we collected raw data from an online survey of 152 consumers of different ages. Participants from the separate age group provided their opinion in the pre-setted questionnaire. After gathering the raw data, we used three effective methods, Henry Garrett's ranking technique, Chi-Square Independence Test, and PCA, to rank the consumer-preferred ice cream flavour, income effect on purchasing ice cream, and factors that attract consumers to buy ice cream. Especially, factor Analysis unveiled that the quality of ingredients, quantity, appearance, price, and taste significantly impact ice cream purchase decisions. Raw data was gathered from the survey and coordinated with the Excel Programme. SPSS was used to implement Chi-Square and PCA tests, but Henry Garret's ranking was done on Excel Programme. This step-by-step analysis shows the consumer inside regarding existing brand preferences regarding ice cream in Bangladesh. Furthermore, this research depicts the scenario of the Dhaka city dwellers about their choosing factors for ice cream, favourite flavours, and purchase power.

Sharing of information and content on social media makes brand more interactive and makes easy to spread the word about product offerings. The most ideal approach to compose and advantage from this social media marketing factor is as yet developing and we are learning as we go along. From one viewpoint, there are considerable success stories for new start-ups and then again, there are numerous failed cases of utilizing social media strategy.There are numerous factors of Social media marketing and focus on most influenced factor can help to optimise the marketing budget. Social media is an ideal domain for start-ups to build and develop the brand association. The purpose of this paper is to understand the relationship between sharing and brand association along with how a startup company could improve brand association for consumers by sharing information on social media. This article investigates this area by studying and exploring with the help of the Honey Comb of social media framework and brand association from Aaker's Brand equity Model highlighting how social media sharing can influence the brand association. The findings identify the relationship between sharing elements of social media that affects the brand association towards brand equity.

Socail media platforms like Facebook, Instagram, LinkedIn, Twitter and other tools to reach consumers and facilitate conversation is known as social media marketing. The increasing popularity of social media marketing among companies helps out to new customers and strengthen relationships with existing ones. It is a risky proposition for start-ups to invest huge funds into advertisement and marketing. Social media marketing could be the solution in these situations to reach more customers with an optimized budget. It is easier for start-ups to build trust and brand awareness for new customers through social media. The correlation between social media marketing and brand awareness was investigated whether the added value by social media platforms for startup companies and their target clients supported to increase brand awareness. This research looks into the relationship between the use of of social media marketing and brand recognition in the context of startups, with the aim of further understanding of the role of social media marketing in raising awareness of startups' goods and services. The significant advantage of web-based marketing is to use the colossal network on the web to build brand awareness. Online media promotion makes the spreading of news and information fast. This straightforwardly Increases traffic by connecting to the social media group, social media accounts, or any item. The essential goal of any marketing channel is to publicize the services and product with minimal expense.

In an effort to break into foreign markets, this study looks into how brand equity and market position are affected by sustainability marketing, corporate social responsibility (CSR), ethical branding, and green consumerism in the Indonesian fashion sector. Data obtained from 197 Indonesian fashion customers was subjected to a quantitative analysis. The associations between the variables were examined using Partial Least Squares (PLS) 3 and structural equation modeling (SEM). The findings show a strong positive correlation between brand equity and market position and sustainability-related criteria (green consumerism, CSR, sustainability marketing, and ethical branding). The results highlight how crucial sustainability and ethical branding are from a strategic standpoint for Indonesian fashion firms looking to gain a competitive edge and become more visible in the international fashion scene.

Studying and understanding consumer behaviour is considered one of the ways to choose a competitive strategy, but understanding consumer behaviour is very difficult due to the many factors that overlap and interact with each other. Therefore, modelling consumer behaviour aims to simplify this difficulty by identifying the most important factors and showing the relationship between them. This study aims to understand the extent of the impact of modelling consumer behaviour on the choice of competitive strategy represented by its dimensions (cost leadership strategy, focus strategy, and differentiation strategy). Accordingly, the researcher selected a deliberate random sample consisting of 70 workers in mobile phone stores in Kirkuk city and relied on the questionnaire as a tool for collecting data and information and analysing it using the statistical program SPSS. A number of statistical analyses were used, including the arithmetic mean and standard deviation, to determine the extent of employees' awareness of the study variables. Correlation and influence analysis between the study variables was also used. The study reached several conclusions, including: There is a significant correlation between consumer behaviour modelling and competitive strategy selection, and there is a significant impact of consumer behaviour modelling on competitive strategy selection. The study also found that most mobile phone stores use a cost leadership strategy for a number of brands based on customer desires. The study presented a set of proposals, namely: The surveyed stores should use influential figures in advertisements to introduce customers to prestigious brands to attract their desires, and work on analysing the marketing environment to understand customer trends and provide value propositions based on customer income. The surveyed stores should adopt an appropriate competitive strategy based on monitoring competitors' movements in the market.

Rural-urban migration is the most adopted strategy in rural areas to overcome the risk associated with subsistence economy and to diversify income. The Garhwal Himalaya has the highest rate of rural-urban migration in India, which has serious repercussions. Despite this, there is a dearth of literature on the implications of rural-urban migration in the region. This paper attempts to fill this void. The objectives of the paper are to investigate various types, patterns, determinants, and implications of rural-urban migration in the Garhwal Himalaya. In order to meet the objectives, 15 villages were studied from five districts of the Garhwal Himalaya. A comprehensive questionnaire with diverse set of questions from various dimensions was employed in the study. Several migration related questions from both origin and destination were considered while framing and conducting the survey. Several focused group discussions and interviews were conducted in the study villages to understand the real drivers and implications of rural-urban migration in the region. The study reveals that rural-urban migration is a serious issue in Garhwal Himalayas, posing various socioeconomic problems. Without immediate action, it will have serious repercussions. Finally, this study suggests minimizing the current rate of rural-urban migration in the Garhwal Himalaya.

Rural out-migration is a worldwide phenomenon that is also visible in many mountainous regions, creating the impression of an abandoned landscape. In order to achieve sustainable mountain development, it is crucial to understand the various drivers and implications of out-migration in the mountains. Using both secondary and primary data on migration, this study examines different aspects of migration in the Garhwal Himalaya. Secondary data on migration were derived from a report published by the Rural Development and Migration Commission of Uttarakhand in 2018 that included migration statistics for the Garhwal region from 2011 to 2018. Primary data were collected through field surveys. Several types of migration were observed in the region, including semi-permanent migration, permanent migration, and in-migration. The study reveals that out-migration is a serious problem in the Garhwal Himalaya, as it has caused many socioeconomic problems in the region. If these problems are not addressed immediately, the number of uninhabited/ghost villages in the region will increase rapidly, and the population of many villages will decline significantly. Finally, various policy measures were proposed to minimize the high rate of out-migration from the Garhwal Himalaya.

Rural-urban migration is the most adopted strategy in rural areas to overcome the risk associated with subsistence economy and to diversify income. The Garhwal Himalaya has the highest rate of rural-urban migration in India, which has serious repercussions. Despite this, there is a dearth of literature on the implications of rural-urban migration in the region. This paper attempts to fill this void. The objectives of the paper are to investigate various types, patterns, determinants, and implications of rural-urban migration in the Garhwal Himalaya. In order to meet the objectives, 15 villages were studied from five districts of the Garhwal Himalaya. A comprehensive questionnaire with diverse set of questions from various dimensions was employed in the study. Several migration related questions from both origin and destination were considered while framing and conducting the survey. Several focused group discussions and interviews were conducted in the study villages to understand the real drivers and implications of rural-urban migration in the region. The study reveals that rural-urban migration is a serious issue in Garhwal Himalayas, posing various socioeconomic problems. Without immediate action, it will have serious repercussions. Finally, this study suggests minimizing the current rate of rural-urban migration in the Garhwal Himalaya.

This research is aimed to analyze the relationship between components of consumer's attitude (cognitive, affective & behavioral) toward wafer biscuits. A total of 822 respondents were selected by a systematic random sampling method and characteristics by gender, ages, and the frequency of eating wafer biscuits. The data were gathered using a questionnaire that has been tested for its validity and reliability. The data were statistically analyzed using the Chi-Square and Contingency Coefficient. The result shows that there is associative consistency between consumer's cognitive, affective and behavior. The brands attribute had associated with consumers affective toward wafer biscuit. Positive emotions toward wafer biscuit had associated with, willing to recommend it to another, and consumers willing to recommend having associated with consumer effort to find the wafer brand that its preference. The wafer biscuit producer has to more attention on tastes and halal component because it's has strong relationship of consumer intent to repurchase.

Sensory marketing involves enhancing customer satisfaction by triggering their five senses, while customer satisfaction denotes the propensity of customers to remain content with the firm's offerings. The purpose of this study is to unfold the relationship between sensory marketing and customer satisfaction. The research methodology employed in this study is quantitative, utilizing a self-administered questionnaire to collect data from students at universities in Quetta, Balochistan. A convenience sampling technique was used to collect data from students visiting the university's cafeteria. The data were analyzed using SPSS software, employing correlation and regression analysis. The study concluded that sensory marketing has a significant positive impact on customer satisfaction; therefore, organizations should benefit from employing sensory marketing techniques to enhance their customers' experience and satisfaction.

Với mục tiêu đánh giá tác động của sự phát triển số lượng doanh nghiệp fintech tới sự ổn định của hệ thống Ngân hàng thương mại Việt Nam, bài báo sử dụng mô hình hồi quy tuyến tính dựa trên dữ liệu bảng theo năm của 26 Ngân hàng thương mại Việt Nam trong giai đoạn 2016-2022. Trong đó, biến phụ thuộc là sự ổn định của hệ thống Ngân hàng thương mại Việt Nam được đo lường bằng chỉ số Z-score, biến độc lập là số lượng các doanh nghiệp fintech, các biến kiểm soát gồm các biến đặc trưng của ngân hàng và các biến vĩ mô. Kết quả nghiên cứu cho thấy sự gia tăng số lượng doanh nghiệp fintech có tác động tích cực đến ổn định của hệ thống ngân hàng thương mại Việt Nam. Kết quả này có ý nghĩa trong việc đưa ra các khuyến nghị chính sách trong phát triển doanh nghiệp fintech nói chung và sự hợp tác giữa doanh nghiệp fintech với các ngân hàng thương mại nói riêng. Từ khóa: Công nghệ tài chính, ngân hàng thương mại, ổn định hệ thống, rủi ro tín dụng, tỷ suất sinh lời trên tài sản. The impact of fintech enterprises on the stability of Vietnamese commercial banking system Abstract In order to evaluate the impact of fintech enterprises on the stability of the Vietnamese commercial banking system, the article uses a linear regression model based on yearly panel data of 26 Vietnamese commercial banks during the period of 2016-2022. In which, the dependent variable is the stability of Vietnam's commercial banking system measured by the Z-Score index, the independent variable is the number of fintech enterprises, the control variables include bankspecific variables and other macro variables. The research results indecate that the increse in number of fintech enterprises has a positive impact on the stability of the Vietnamese commercial banking system. These findings have significant implications for policy recommendations in the development of fintech enterprises in general and the cooperation between fintech enterprises and commercial banks in particular.

With an eye toward economic, psychological, and cultural impacts especially in Karachi, this study seeks to pinpoint and examine main elements driving demand in Pakistan's women's apparel sector. Although the women's clothing market of Pakistan is growing, it is still difficult to forecast because of changing customer behavior impacted by cultural changes, economic variance, and changing digital trends. Strategic decisions and inventory control suffer inaccurate demand predictions. Survey data gathered from Karachi female consumers was a quantitative one. Examined in relation to income levels, brand loyalty, price sensitivity, and product preferences was regression analysis. Results show that main economic drivers are pricing policy and discretionary income. Purchasing behavior is greatly shaped by cultural inclination for simple and classic designs as well as by digital marketing and social media. High expenses prevent the acceptance of sustainable fashion even if environmental awareness is growing. Advice for clothing companies should be to use flexible pricing policies, stress distinctive brand identities, and improve online interaction. In the garment business, knowledge of demand elements helps to improve forecasting, competitiveness, and sustainable development.

Viral marketing, as a significant factor of modifying consumer behavior, is a new tool that persuades individuals to pass on a marketing message to potential customers, who like viruses has potential for exponential growth. On the other hand, extension of brand has been always as one of the most important strategies of brand promotion. Brand strength means customer loyalty, less vulnerability to reviewers, higher margin, customer support and effectiveness of marketing activities for enterprises. The critical question in this article is about the Impact of viral marketing as an effective way of entrepreneurial promotion on costumer-based brand equity in mobile market of Tehran, Iran. This study demonstrates the role of viral marketing on the costumer-based brand equity via a survey method among 500 consumers of Tehran mobile market. The collected data was analyzed through Lisrel 8.54 version software and with SEM method. The results indicate that viral marketing has a significant impact on costumer-based brand equity.

3 Abstract: Viral marketing, as a significant factor of modifying consumer behavior, is a new tool that persuades individuals to pass on a marketing message to potential customers, who like viruses has potential for exponential growth. On the other hand, extension of brand has been always as one of the most important strategies of brand promotion. Brand strength means customer loyalty, less vulnerability to reviewers, higher margin, customer support and effectiveness of marketing activities for enterprises. The critical question in this article is about the Impact of viral marketing as an effective way of entrepreneurial promotion on costumer-based brand equity in mobile market of Tehran, Iran. This study demonstrates the role of viral marketing on the costumer-based brand equity via a survey method among 500 consumers of Tehran mobile market. The collected data was analyzed through Lisrel 8.54 version software and with SEM method. The results indicate that viral marketing has a sig...

The research indicates a steady increase in the population interested in consuming organic food. This interest has primarily been motivated by health concerns. Despite extensive research on many aspects of organic food consumption, no study has comprehensively examined the factors influencing consumers' perceptions of organic products or their purchasing behaviours regarding organic commodities. This is despite the extensive study conducted on organic food consumption. We utilise a sample of 124,353 customers interviewed for one of the 150 research published between 1991 and 2016 to conduct a meta-analysis examining the variables influencing consumers' preferences for purchasing organic food. The articles were disseminated from 1991 to 2016. From 1991 to 2016, these studies were disseminated in scholarly journals. The findings indicate that the search and experience attributes of organic foods are not regarded as highly as their credibility aspects. This illustrates that consumer beliefs regarding the benefits of organic food versus conventionally produced food are the primary impetus for the industry. The results indicate that search and experience characteristics are not less relevant than credence attributes; instead, they reveal that credence attributes substantially influence customers' decisions regarding organic food purchases. The ability to understand consumer perceptions regarding search, experience, and credibility factors can offer organic producers and sellers a distinctive marketing advantage and a unique selling proposition for their products.

This study aims to determine and examine the effect of intercultural communication variables and handling customer complaints on customer loyalty. This research uses quantitative research methods. Data collection in this study was obtained through distributing questionnaires to buyers at MMTC Fruit Market. The sample in this study amounted to 100 respondents. The sampling technique used is non probability sampling. The data analysis used in this study used multiple linear regression. The results of this study concluded that intercultural communication has no partial effect on customer loyalty, with the t test results 0.970 < 1.984 with a significance value of 0.334 > 0.05. Handling customer complaints partially has no effect on customer loyalty, at a significance value of 0.590> 0.05 and a calculated t value of-0.570 < 1.984. Meanwhile, based on the F test that intercultural communication and handling customer complaints have no simultaneous effect on customer loyalty with a sig value of 0.520> 0.05 and a calculated f value of 0.658 < 3.09.

Using expectation conformation theory, this study theorized and empirically tested the relationship between corporate social responsibility (CSR) and customer-based brand equity via customer satisfaction. Data were collected from 225 customers of well-known brands of consumer goods and services using survey questionnaire consisting of standardized scales. Regression analysis using Baron and Kenney (1986) approach via SPSS was utilized to test the proposed hypotheses. Results confirm direct relationship between CSR and customer satisfaction and CSR and customer-based brand equity as well as direct effect of customer satisfaction on customer-based brand equity. In addition, the study also found support for mediating effect of customer satisfaction in relationship of CSR and customer-based brand equity. Importance of CSR activities, its awareness and communication are some of managerial implications of this study. Limitations of the study coupled with future directions have been highlighted.

This study explores the brand equity dimensions of a world heritage destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a survey-based brand equity metrics from a previous study that features 27 brand equity dimensions for products. The 27 dimensions were used as the start-off point in exploring the brand equity dimensions for the focal destination brand. The questions were modified to reflect features of heritage destinations. Principal factor analyses were run on data collected from 100 local tourists. The factor analyses yielded 10 factors, namely Trust, Bonding, Service, Acceptability, Value, Heritage, Ambiance, Knowledge, Persistence and Relevance. A new dimension that emerged from the data was value that encompasses both non-financial and financial dimensions.

Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia, while there have been a number of studies on leading brands owned by profit-based organisations (e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-profit organisations, such as public universities. Public universities tend not to place too high a priority on their brand development because they often lack an understanding of the significance of brand equity. The increased pressure on public universities to compete in the highly competitive higher education market, however, is slowly changing this perception. Therefore, this study will offer some preliminary insights into the dimensions contributing to the corporate brand equity of a public university in Malaysia, Universiti Sains Malaysia (USM). This study illustrates how metrics can be used to assess the brand of a public research university and can facilitate the development of corporate brand equity metric for institutions of higher education. Data collection was conducted using the survey method, distributing questionnaires to 400 students from eight local public universities. The findings of this study indicate that the dimensions of awareness, quality of service, trust and relevance have a positive relationship with USM's corporate brand equity. These findings may help to guide future researchers in understanding the dimensions of brand equity in relation to public universities.

The competition in the television news programs put Seputar Indonesia’s market share below Liputan 6.The influence of rating and share system is began to change the character of hardnews programs into sensational news whichlessen the quality of the news. The decrease of qualitywill reduce the audience, social influence and the business itself. Therefore, branding management and credibilitymanagement are of the most appropriate strategy to reinforce brand equity and win the competition.This study aimed to analyze factors that influence on brand equity. This study used purposive sampling and involved 158 respondents. Data processing in this study used SEM analysis of variance- based called partial least squares (PLS).The test results of partial least squares (PLS) with reference to the value of the t – statistic, concluded thatSeputar Indonesia’s brand equity was influenced by media credibility,perceived quality, loyalty, association and brand awareness. Loyalty contributed the greate...

Perusahaan hari ini dituntut tidak hanya berorientasi pada keuntungan, tetapi juga mengintegrasikan nilai-nilai etika dan tanggung jawab sosial ke dalam strategi bisnisnya. Paragon Corp sebagai salah satu perusahaan kosmetik terbesar di Indonesia telah menunjukkan komitmen kuat terhadap pengembangan human capital strategis yang selaras dengan etika dan Corporate Social Responsibility (CSR). Penelitian ini bertujuan untuk menganalisis bagaimana Paragon Corp mengintegrasikan strategi pengelolaan sumber daya manusia dengan prinsip etika dan program CSR guna mendukung keberlanjutan bisnis jangka panjang. Metode penelitian yang digunakan adalah studi literatur dan analisis deskriptif terhadap praktik strategis Paragon Corp. Hasil penelitian menunjukkan bahwa Paragon Corp berhasil menciptakan sinergi antara pengembangan kompetensi karyawan, budaya kerja beretika, serta pelaksanaan CSR yang berdampak luas bagi masyarakat. Integrasi ini tidak hanya meningkatkan kinerja perusahaan, tetapi juga memperkuat reputasi korporasi sebagai organisasi yang berkelanjutan dan bertanggung jawab sosial.

Purpose: The research carried out aimed to study the main challenges being faced by companies in the process of managing their brands in the context of recession, involving the analysis of impacts on the professional profile of those responsible for the brands and on the approach to and choice of brand strategies. Methodology: The methodology is based on a qualitative approach focused on the perceptions and practices of brand management from the perspective of marketing executives from the middle and upper management of Unicer Bebidas, S.A., involving the analysis of a case study, namely “Agua das Pedras”, through in-depth interviews and related documents. Findings: This research study enabled the identification of: (i) the set of skills critical for a more effective brand management (resilience is particularly relevant in the focused context); (ii) important requirements for the strategic planning of the brand; (iii) fundamental strategies to leverage brand value; and (iv) new role...

Semarang City has many identities that appear in various taglines, ranging from Semarang Kota Atlas to Semarang Rumah Kita. It has led to inconsistencies in how the city should be known. One of tagline that has been popular since 2016 until now is Semarang Hebat. Based on this condition, this research aims to expose the lack of identity of Semarang City through a summative qualitative content analysis of the tagline "Semarang Hebat" from three digital media using the Voyant Tools application. The results show that the tagline "Semarang Hebat" as public branding (city branding) is difficult to distinguish from political branding. The branding communication leads to a vague perception of which is the goal of public branding and which is the goal of political branding.

KUMAON MANDAL Historically known as Manaskhand and then Kurmanchal, the Kumaon region has been ruled by several Hindu dynasties over the course of history; most notably the Katyuris and the Chands. The Kumaon division was established in 1816, when the British reclaimed this region from the Gorkhas, who had annexed the erstwhile Kingdom of Kumaon in 1790. It was formed into a division of what was then called Ceded and Conquered Provinces, later known as United Provinces. In independent India the state was called Uttar Pradesh. In 2000, the new state of Uttarakhand was carved out of Uttar Pradesh, including Kumaon. Kumaon is believed to have been derived from Kurmanchal, meaning the land of the Kurmavatar (the tortoise incarnation of Lord Vishnu, the preserver according to Hinduism). The region of Kumaon is named after as such. [9][10] According to another theory the word Kumaon can be traced back to the 5th century BC. The Kassite Assyrians left their homeland Kummah, on the banks of river Euphrates, and settled in the northern part of India. During this time of the British control of the region, between 1815 and 1857 it was also known as Kemaon.

Fashion product trends of Generation X (born between 1965 and 1980) tend to imitate timeless classic styles with a modern touch, while fashion trends in Generation Y (born between 1981 and 1996) are characterized by casual, comfortable, and expressive styles. Fashion products have become an important part of supporting lifestyle and human appearance, with technological advances in the digital era increasingly encouraging the fashion industry to be able to reach consumers with a variety of different preferences. The purpose of this study is to analyze how the quality of integration (service channel configuration, integrated interaction, and quality assurance) affects customer engagement and purchase behavior intentions for fashion products and to analyze how customer engagement mediates the quality of integration (service channel configuration, integrated interaction, and quality assurance) on purchase behavior intentions. The sample size was 147 Generation X and Y respondents in Medan City. The data analysis technique used to answer the hypothesis is SEM-PLS analysis. The results showed that service channel configuration did not affect customer involvement or purchase behavior intention. Integrated interaction, quality assurance, and customer involvement affect customer involvement and buying behavior intention. Customer involvement cannot mediate

Consumers often act to correct the wrongdoings of people who are close to them such as a family member or a friend. In this paper, we demonstrate across seven experiments that consumers engage in a variety of reparatory behaviors-from a simple apology to gift-giving or purchasing-even when the wrongdoer is a complete stranger. The desire to correct the wrongdoings of a stranger occurs situationally: when the social context in which a wrongdoing occurs highlights a shared feature between the wrongdoer and bystander, a temporary sense of closeness is formed. We show that under these conditions, bystanders experience greater vicarious embarrassment for the transgressor's actions, leading to costly reparatory consumption behaviors. We identify important boundary conditions for our effect: when the transgression is not observed by others, bystanders do not experience embarrassment and are less likely to repair the actions of the transgressor. We show with a behavioral measure of consumption that consumers can be motivated to engage in reparatory consumption.

With the growing importance of customer loyalty, there is still confusion about what can influence and improve loyalty in the education sector. Although research on the topic of customer loyalty is vast and growing, not much literature focuses on students and people in the education sector. In the absence of such consensus, the purpose of this study is to examine how perceived value and brand equity influence student satisfaction and loyalty, specifically in the setting of the Private Higher education sector. The data collection method was obtained from 200 samples of university students in Jambi (primary data) using Structural Equation Model AMOS 26 analysis: four hypotheses have a positive and significant effect, where Satisfaction has the greatest effect. However, it did not find the effect of Perceived Value on Loyalty. The conclusion of these findings suggests that good Perceived Value and Brand Equity for higher education products or services will increase Satisfaction, and therefore will have implications for the realisation of increased student Loyalty.

Given the growing emphasis on sustainability, driven by institutions and governments worldwide, companies can no longer overlook its importance, not only for the essential ethical and social reasons but also as a strategic imperative. Consumers are becoming increasingly attentive to sustainability in their purchasing decisions and brands that adopt sustainable practices often experience higher levels of trust, greater customer satisfaction, and deeper emotional engagement. We developed a model that analyzes the impact of food values, subjective norm and brand preferences on customer loyalty. The model integrates the key components of Keller's Customer-Based Brand Equity model with Ajzen's Theory of Planned Behavior. The purpose of this paper is to test the model's predictive capability and explore the role of sustainability in achieving customer loyalty, given that the constructs identified as potential determinants of customer loyalty include items directly related to the theme of sustainability. We designed and administered a questionnaire through which 510 valid responses were collected. To test our path model, we resorted to Partial Least Squares Structural Equation Modeling (PLS-SEM), which allowed us to estimate the path coefficients and assess the predictive power of our constructs. The analysis was conducted using the R software. Preliminary results provided empirical support for all our seven research hypotheses, with the predictor constructs displaying a moderate explanatory power for customer loyalty (R2 around 0.4). The research project is proposed as an ongoing work, with data collection and analysis activities set to continue in the near future.

The research project combines empirical and theoretical approaches to define a variant of framework that analyses the impact of food values, subjective norm and brand preferences on customer loyalty in the pasta food sector. The framework integrates the constituent elements of Keller's Customer-Based Brand Equity model with Ajzen's Theory of Planned Behavior. A quantitative methodology was adopted to test the proposed model. In particular, a questionnaire was designed with the aim of gathering information relative to the socio-demographic, geographic and behavioural profile of the respondents and to all the dimensions and sub-dimensions underlying the framework. 510 valid responses were collected on which an Exploratory Data Analysis (EDA) was conducted in order to verify the correct functioning of the framework presented, to detect any significant relationships between the 61 variables of the dataset and to study the trend and homogeneity of the data collected. We observed a potentially good predictive capacity of the model and we believe that the same may represent-if its predictive validity is confirmed through the performance of a more specific statistical analysis conducted on a larger sample-a valid tool for marketing managers intent on concretely investigating the phenomenon of customer loyalty. The research project is therefore proposed as a work in progress whose data collection and analysis activities will continue in the near future. Companies would have a practically usable conceptual framework at their disposal through the conduct of researches developed specifically for their brand.

Brand logos are central visual identity elements that encapsulate an institution's values and facilitate recognition. This study examined how brand logos influence recognition and recall among students in four public universities in Nairobi County, Kenya. A mixed-methods approach was used, combining survey responses from 301 students with qualitative comments from open-ended questions. Results show that 76.5% of students agreed that their university's logo was unique and easy to remember, while 75.7% agreed it created a strong association with the university's identity. Thematic analysis highlighted symbolism, colour, and simplicity as the most salient features influencing logo effectiveness. The findings underscore the pivotal role of logos as cognitive anchors of institutional identity and suggest that universities can enhance brand salience by designing distinctive, meaningful, and simple logos.

This study examines the influence of social media interaction on emotional engagement, brand relationship quality, and word of mouth (WOM) within the context of the SMALAND music concert in Samarinda, Indonesia. Drawing on Uses and Gratification Theory, the research investigates whether emotional engagement and brand relationship quality mediate the relationship between social media interaction and WOM. Data were collected through an online survey distributed to 105 concert attendees who followed the official Instagram account of SMALAND. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), the findings reveal that social media interaction significantly enhances brand relationship quality and directly influences WOM. Emotional engagement, however, does not play a significant mediating role, while brand relationship quality demonstrates a strong mediating effect between social media interaction and WOM. These results highlight that effective social media strategies can build meaningful consumer-brand relationships that drive voluntary advocacy. The study contributes to the literature on digital engagement and event marketing by providing empirical evidence from a community-based concert setting in Indonesia. Practical implications suggest that event organizers should emphasize relationship-building strategies on social media to strengthen audience loyalty and maximize WOM outcomes.

This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.

The research aims to establish methods to optimize social media engagement further and to increase revenues for businesses. The theoretical basis for this paper is the Media Richness Theory (MRT) by Daft and Lengel (1986), who originally made statements about the most suitable communication channel regarding its media richness for a given communication situation. The study conducted for this paper is quantitative. The data were gathered from a social media page with over 30,000 followers, and the analysis was conducted with a sample size of 315 Facebook posts. Our study continues a thread of research that investigates the application of the MRT to social media engagement. The study results did not only debunk commonly accepted social media myths about post time and day of the week, but they also con􀅭irmed previous studies are claiming celebrity endorsement, media richness, and its components to have significant effects.

هدف البحث الحالي إلى إختبار تأثير كُلً من التسويق عبر المؤثرين، اليقظة الذهنية للعميل على سلوك الشراء الاندفاعي لمستحضرات التجميل والعناية الشخصية لدى السيدات. كذلك اختبار دور كُلً من اليقظة الذهنية والمتغيرات الديموجرافية (العمر، مستوى الدخل، المستوى التعليمي، الحالة الإجتماعية) كمتغيرات معدله في العلاقة بين التسويق عبر المؤثرين وسلوك الشراء الاندفاعي لمستحضرات التجميل والعناية الشخصية لدى السيدات، تم تجميع البيانات بالاعتماد على قائمة إستقصاء، تم توجيهها لعينة حجمها (370) من السيدات مستخدمي منصات التواصل الإجتماعي، وتم تحليل البيانات باستخدام(  Smart- PLS).
توصل البحث إلى وجود تأثير إيجابي مباشر للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي، كما يوجد تأثير سلبى مباشر لليقظة الذهنية للعميل على سلوك الشراء الاندفاعي. كما توصلت النتائج إلى وجود دور معدل معنوي لليقظة الذهنية يعدل من التأثير الإيجابي للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي. بالإضافة إلى وجود دور معدل معنوي لكُلً من (العمر، المستوى التعليمي) يعدل من التأثير الإيجابي للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي، بينما لا يعدل كلُ من ( مستوي الدخل، الحالة الاجتماعية) من التأثير الإيجابي للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي.

This study aims to analyze the role of Content and Social Media Marketing in increasing Customer Engagement at Beauty Clinics in South Kalimantan. This study was conducted at 48 beauty clinics spread across South Kalimantan Province. The research population consists of customers who have visited beauty clinics more than once. This study uses descriptive analysis, which requires sufficient analysis units ranging from 100 to 200. Considering the loyal behavior toward beauty clinic services, the research population was four times that of beauty clinics (48 beauty clinics) spread across three major cities in South Kalimantan. Therefore, the research population consists of: 4 X 48 = 192 customers who consume beauty clinic services. The sampling technique used in this study is the census method. The results show that customer engagement can be a social media strategy for beauty clinics in driving content marketing and utilizing social media marketing to maintain customer engagement, making it an appropriate strategy for social media marketing to retain customers and content marketing.

The purpose of this study is whether advertising media, brand trust, and brand equity have a significant and simultaneously effect on customer loyalty of Telkomsel data quota customers in Surakarta. The population in this study is infinite because of the large number of Telkomsel customers in Surakarta. The research sample was taken by incidental sampling and obtained 100 respondents using the multiple linear regression method. In this study, a questionnaire was distributed to Telkomsel quota customers. The results showed that the variable advertising media, brand trust, and brand equity had a significant effect on Telkomsel data quota customers in Surakarta and advertising media had a positive effect on customer loyalty while partially brand trust had no positive effect on customer loyalty. And for brand equity it had a positive effect on customer loyalty. positive on customer loyalty. Three independent variables explained that customer loyalty was 41,3% and the others were influen...

The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry in order to help development of more effective business strategies. He found out that marketing investment, price, packaging and perceived quality were highly associated with the brand equity when it was analyzed from different approaches: as brand functional characteristics, brand name and producer name. The author discusses the managerial implication of the presented models as well as possible future research enhancements.

The objective of this research is to investigate the relationship between social media marketing activities (Sharing, Interaction, Trendiness, and Customization) and Brand loyalty on the Instagram platform, viewing the mediating role of Consumer trust. Self-administered questionnaire was used to collect data. It was distributed to a random sample of 384 individuals. The primary data collected was processed by SPSS 23.0 and AMOS 23.0. The research findings revealed that there is a positive relationship among all the research variables. This research provides a new point of view of how can the social media marketing activities affects Brand loyalty highlighting the role of consumer trust.

Branding helps to broaden reach, gain recognition, connect people and supports to advance the mission of an organisation. Although branding is important, many Non-Governmental Organisations (NGOs) are unable to focus on branding and to evaluate their brand, often due to limited expertise, facilities and financial capacity.

Enterprises, as integral components of the societies in which they operate, extend their organizational framework beyond consumer needs alone. They exhibit sensitivity to societal advancements towards the elements of social marketing. In line with Corporate Social Responsibility (CSR) activities, businesses contribute to society in a planned manner. These well-orchestrated endeavors invariably exert a discernible influence on consumer perceptions. Furthermore, enterprises assume significant roles during disaster periods such as earthquakes and floods, alongside their planned CSR activities. Following the devastating Kahramanmaraş earthquake, which was dubbed a calamity of the century, businesses, alongside the government and citizens, mobilized their resources to address the substantial damages across ten provinces. In this study, the effects of CSR activitieson brand equity and customer satisfaction during the disaster period were examined. Data collected online from 429 participants were analyzed using Structural Equation Modeling. Analysis results show that CSR has a positive effect on brand equity. Moreover, brand equity exhibited a positive and meaningful influence on customer satisfaction. The established model demonstrated that CSR not only directly affects customer satisfaction but also serves as a mediator between CSR and brand equity, ultimately affecting customer satisfaction.

The purpose of this study was to look into how alliance discount cards affect customers using family restaurants by analyzing and identifying the difference in brand equity and satisfaction according to the propensity of using alliance discount cards. For this purpose, 407 customers who have used family restaurants completed a questionnaire survey. The study findings indicated that (1) there were significant differences in brand equity and satisfaction according to the propensity to use alliance discount cards. Moreover, it was found that groups with a strong propensity to use alliance discount cards had higher brand equity and satisfaction than groups that did not; also, (2) it was found that there were significant differences in brand equity and satisfaction according to the intensity of dependency on alliance discount cards. The group with strong loyalty to alliance discount cards went beyond the level of strong propensity to use alliance discount cards, of preference, and of use, which were previously proposed. This study implied that from mid-to long-term perspectives, it was necessary to operate a policy for more active alliance discounts as well as to ensure sufficient options for partnership benefits. Furthermore, it was essential to maintain the menu and service quality of restaurants, which were intrinsic factors for elevating brand equity and satisfaction in restaurants among dining customers.