The Impact of Brand Credibility and Brand Reputation on Brand Performance: An Empirical Analysis

Contemporary lifestyles have witnessed significant shifts due to the rapid pace of societal development. One notable change is the growing preference for instant noodles as a practical, tasty, and cost-effective food option. This research examines the interplay between key brand constructs: the influence of Brand Reputation on Brand Performance, the impact of Brand Credibility on Brand Reputation, and the influence of Brand Performance on Brand Credibility. Employing purposive sampling and a quantitative descriptive approach, this study surveyed 124 Indomie brand customers, aged 17 to 55. Primary data was collected via Google Form questionnaires and analyzed using Partial Least Squares (PLS) methodology with a five-point Likert scale for measurement. Results affirm all hypotheses. The first hypothesis regarding the positive link between brand credibility and brand performance is supported. Similarly, the second hypothesis reveals a positive connection between brand reputation and brand performance. Notably, the third hypothesis introduces a fresh perspective, demonstrating a positive correlation between brand credibility and brand reputation. In summary, this research unveils the complex dynamics in brand management. It highlights the critical roles of Brand Reputation, Brand Performance, and Brand Credibility in shaping consumer preferences and brand success. These insights hold significance for brand strategy and competitiveness in the marketplace.Top of For

Acceptance of product placement in social networking sites: the mediating role of materialism

Purpose The purpose of this study is to examine the predictors of product placement acceptance in social networking sites (SNSs) and the mediating role of consumer materialism in the relationship between SNSs usage frequency and product placement acceptance. Design/methodology/approach A survey was conducted with a structured questionnaire for a sample of 327 SNSs users in Sri Lanka. The collected data were analyzed using partial least squares–structural equation modeling with Smart PLS to test the hypotheses derived. Findings The results of this study revealed that SNSs usage frequency and consumer materialism positively predict the acceptance of product placement in SNSs and materialism partially mediates the relationship between SNSs usage frequency and product placement acceptance in SNSs. Originality/value This study fills the gap in the existing literature by finding the factors that predict the acceptance of product placement in SNSs and the mediation effect of consumer materialism in the relationship between SNSs usage frequency and acceptance of product placement in SNSs

Measuring the Impact of Product Placement with Brand-related Social Media Conversations and Website Traffic

Advertisers are growing increasingly concerned about the ease with which traditional television advertising can be avoided. Product placement activities, where brands are visually and/or verbally incorporated into television and movies, have continued to grow. In contrast to television commercials that can be avoided by viewers, product placement is embedded in the programming itself and is more difficult to avoid. Despite its popularity, there is limited research in marketing that has investigated the impact of product placement. In this research, the authors investigate the relationship between product placement in television programs and the volume of social media activity and website traffic for the featured brand. Using data on nearly 3,000 product placements for 99 brands from the fall 2015 television season, the authors find that prominent product placement activities—especially verbal placements—are associated with increases in both online conversations and web traffic for the brand, with some evidence of decreasing returns at high levels of prominence. The authors also find that, for most placement modalities, television advertising occurring in close proximity to placement activities does not enhance these increases in online viewer engagement

Investigating the relationship between entrepreneurial orientation and iconic branding in South Africa's food retailing industry : a consumer perspective

Thesis (PhD (Entrepreneurship))--University of Pretoria, 2023.This study aimed to investigate, from the perspective of consumers, the relationship between iconic branding (IB) and entrepreneurial orientation (EO) of an iconic food retail chain store in South Africa. The study adopted a positivist philosophy, quantitative research methodology and case study design. It was also informed by the resource-based and stakeholder theories based on a view in the literature that an outside-in consumer perspective of a business is a fundamental yet undervalued entrepreneurial resource. Therefore, the study hypothesised, as posited in the reviewed literature, that there is a positive relationship between a brand’s IB and EO. To address the research study’s objectives, the researcher collected data from probable consumers of the brand of interest (BOI) using an online questionnaire administered to a random sample of respondents. The study’s empirical findings largely supported the alternative hypotheses by indicating that consumers perceived a statistically significant difference between the brand’s IB and EO. The overall implication of these findings for business managers and policy formulators is that contrary to what is suggested in the extant literature, (1) consumers do not associate a brand’s IB with its EO, (2) iconic brands do not effectively leverage their IB sub-constructs (brand story, identity value and culture) to reflect their EO sub-constructs (innovativeness, risk taking and proactiveness) and vice versa, and (3) gender does not play a statistically significant role in how respondents perceive the relationship between a brand’s IB and EO. Furthermore, while the study found that males and females agreed that there was no relationship between the IB and EO of the BOI, males and females differed in their perceptions of only the IB and only the EO of the brand. This last finding implies that different marketing and policy formulation strategies should be adopted for males and females when building the IB or EO of an entity. Therefore, it is recommended that brand managers seeking to foster consumer awareness of the relationship between IB and EO should adopt differentiated strategies based on categorical variables, such as males and females. Furthermore, the study found no statistically significant difference between physical store and online shoppers’ perceptions of IB and EO. Therefore, in practical terms, marketing and policy strategies to promote the IB or EO of a brand are likely to yield similar results regardless of whether the target market requires physical or online engagement.Business ManagementPhD (Entrepreneurship)Unrestricte

Consumer Neuroscience e Brand Relationship: misurare l’associazione implicita tra il Sé del consumatore e il brand.

Il presente elaborato si focalizza sulla connessione tra Consumer Neuroscience e Brand Relationship con un focus specifico sul Sé del consumatore, analizzato attraverso uno strumento di misurazione indiretta del comportamento. L’obiettivo è stato quello di contribuire alla validazione e all’utilizzo nel contesto italiano di un SC-IAT per lo studio dell’associazione tra Sé e brand, interpretandone i risultati tramite un’analisi di matrice neuroscientifica su stimoli brand-related. Il vantaggio di questo strumento, rispetto allo IAT tradizionale, è quello di poter ‘fotografare’ un’istantanea sulla relazione senza la necessità di utilizzare una dimensione comparativa. Misurando direttamente la forza dell’associazione tra il concetto del brand e quello del Sé. Per farlo, l’autore è passato attraverso fasi distinte che hanno prima indagato gli aspetti puramente psicometrici dello strumento, per dedicarsi successivamente a un test neuroscientifico. I risultati hanno evidenziato delle buone performance del SC-IAT, così pensato, suggerendo approfondimenti futuri e applicazioni a brand dalla differente architettura. Inoltre, l’analisi neurofisiologica ha evidenziato come lo strumento possa risultare efficace nel fornire un’interpretazione aggiuntiva agli indicatori neurofisiologici testati durante la visualizzazione di uno stimolo relativo al brand