2 research outputs found
Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek
This research aims to synthesize two major antacedents of brand love, which are brand identification and brand image. Research is conducted using multiple regression analysis, whereas data collection is conducted using online questionnaire. The sample of this research is community members of a prominent video games franchise, The Elder Scrolls series. The empirical result shows that both variables not only influence brand love partially, but also simultaneously. Thus, practitioners who aim to improve the consumer-brand relationship should develop their marketing strategy around a strong brand image and a solid brand identification. Penelitian ini bertujuan memadukan dua faktor yang mempengaruhi cinta kepada merek, yaitu identifikasi merek dan citra merek. Penelitian dilakukan dengan menggunakan analisis regresi berganda, dan pengumpulan data dilakukan menggunakan bantuan kuesioner secara daring. Sampel penelitian ini adalah anggota komunitas dari franchise video game, The Elder Scrolls. Hasil penelitian empiris menunjukkan bahwa kedua variabel, identifikasi merek dan citra merek, tidak hanya mempengaruhi cinta kepada merek secara parsial, namun juga secara simultan. Oleh karena itu, peneliti yang hendak meningkatkan hubungan antar konsumen dengan merek dapat mendesain strategi pemasaran dengan membangun citra merek yang kuat dan identifikasi merek yang solid
Nepodudarnost u nazivima marke i njezin utjecaj na preferenciju potroÅ”aÄa
Purpose ā Brand name is one of the determining factors of a brandās success. Simple brand names capable of capturing consumersā attention will make them easy to remember and get to perceive the brand. The significance of brand names has caused practitioners to have high consideration in determining brand names for products. With the sprouting up of new SME-based businesses in Indonesia, it is worth studying how these new businesses name their products. Specifically, we aim to analyze how different brand name designs affect consumer preference.
Design/Methodology/Approach ā This study employed a 3x2 experimental method where respondents were exposed to three types of fictional brand names that were congruent (e.g., Coffee Corner), incongruent (e.g., dāCoffee Corner) and highly incongruent (e.g., dāKoffee Korner), the respondentsā evaluation was observed through their preference against 3 types of brand name congruence and the use of Indonesian and English in the brands. The analysis technique utilized was a two-way ANOVA.
Findings and Implications ā The results indicated that congruent brand names had the highest effect on consumer preference in comparison to incongruent and highly incongruent brand names. The use of Indonesian and English in the brand names, however, showed no significant difference on consumer preference.
Limitation ā The main limitation of this study consists in localized research samples and objects. Consequently, the result may not be the same in a wider, more general environment.
Originality ā This research study contributes to the examination of brand designs by applying the theory of incongruence as a foundation for the analysis. It adds to the existing knowledge by investigating consumer preference on differently designed, new brand names.Svrha ā Naziv marke jedan je od odluÄujuÄih Äimbenika njezina uspjeha. Jednostavni nazivi koji mogu privuÄi pažnju potroÅ”aÄa omoguÄuju im lako pamÄenje i percipiranje marke. Važnost naziva dovela je do toga da praktiÄari obraÄaju veliku pozornost odreÄivanju naziva marke za proizvode. S rastom novih malih i srednjih poduzeÄa u Indoneziji, važno je prouÄiti kako ona dodjeljuju nazive svojim proizvodima. Konkretnije, cilj je analizirati kako razliÄito oblikovanje naziva marke utjeÄe na preferenciju potroÅ”aÄa.
MetodoloÅ”ki pristup ā Istraživanje primjenjuje 3x2 eksperimentalnu metodu u kojoj su ispitanici izloženi trima vrstama izmiÅ”ljenih naziva marke; podudarajuÄem (npr. Coffee Corner), nepodudarajuÄem (npr. dāCoffee Corner), te izrazito nepodudarajuÄem (npr. dāKoffee Korner). Procjena je provedena kroz njihove preferencije u odnosu na tri vrste podudarnosti naziva marke te uporabu indonezijskog i engleskog jezika u markama. Za analizu je koriÅ”tena dvosmjerna ANOVA.
Rezultati i implikacije ā Rezultati su pokazali da su podudarajuÄi u usporedbi s nepodudarajuÄim i vrlo nepodudarajuÄim nazivima marke imali najveÄi utjecaj na preferenciju potroÅ”aÄa. MeÄutim uporaba indonezijskog i engleskog jezika u markama nije pokazala znaÄajnu
razliku u potroÅ”aÄkim preferencijama.
OgraniÄenja ā Glavno ograniÄenje rada je vezano uz lokalni uzorak i objekte istraživanja. PosljediÄno, rezultat možda ne bi bio isti u Å”irem, opÄenitijem okruženju.
Doprinos ā Istraživanje doprinosi prethodnim istraživanjima o oblikovanju marke primjenjujuÄi teoriju nepodudarnosti kao temelj za njegovu analizu. NadograÄuje se na postojeÄa znanja istražujuÄi preferencije potroÅ”aÄa o razliÄito oblikovanim, novim nazivima marke