An Investigation Into Slogan Design On Creating Slogan–Brand Alignment

Dass, Mayukh; Kohli, Chiranjeev; Acharya, Manaswini

doi:10.2501/jar-2023-004

Cited by 6 publications

(2 citation statements)

References 82 publications

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“…As cited by Schnackenberg et al (2020), according to Winkler (2000, the perceived level of simplicity and legibility of information received from influencers is a manner of clarity in which also shows transparency. It stems from the idea that a single incomprehensible word of choice can degrade the quality of the information that was shared and impacts the validity of the information (Dass et al, 2023). Therefore, influencers who provide information through their contents which is comprehensible by their audience foster clarity and are perceived as transparent.…”

Section: Agreementioning

confidence: 99%

Authenticity and Transparency: Influencers Sponsored Contents on Makeup Products Towards Consumer Trust

L. SATUR,

M. NASE,

AIZA CUBILLAS

et al. 2024

IJREHC

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This study was conducted to assess the influence of authenticity and transparency of influencersponsored content on consumer trust towards makeup products. In particular, the study aimed to determine the demographic profiles of the participants; determine the perception of the participants on the authenticity of influencers’ sponsored content on makeup products in terms of sincerity, visibility, and expertise; determine the perception of the participants on the transparency of influencers’ sponsored content on makeup products in terms of openness, clarity, and honesty; and determine the influence of authenticity and transparency of sponsored contents on consumers' trust towards makeup products. This study used a descriptive research design, and data was collected through self-administered survey questionnaires from 150 participants in Cavite. The findings indicate that most participants are females aged 18-25, single, and collegeeducated. The participants perceived influencer-sponsored content as authentic and transparent. Furthermore, authenticity and transparency highly influenced consumer trust in makeup products. The implications of this study suggest the importance of authenticity and transparency in influencer marketing for makeup products.

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Section: Agreementioning

confidence: 99%

Authenticity and Transparency: Influencers Sponsored Contents on Makeup Products Towards Consumer Trust

L. SATUR,

M. NASE,

AIZA CUBILLAS

et al. 2024

IJREHC

View full text Add to dashboard Cite

show abstract

“…Still, the common point of their successful marketing is to have a perfect and successful brand image and have a high degree of consistency and unique brand image in communication and promotion. As the best spokesperson for the corporate brand, success is based on the reasonable design and application of a perfect brand image recognition system, on the basis of which the brand image has been successfully shaped [3][4].…”

Section: Introductionmentioning

confidence: 99%

Research on clothing brand image design and communication under the SMCR communication model

2024

Applied Mathematics and Nonlinear Sciences

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This paper utilizes the SMCR communication model to explore factors influencing clothing brand communication. We develop an evaluation model that assesses the effectiveness of these brands’ image communication, providing essential insights for brand design and communication strategy selection. The model employs a fuzzy comprehensive evaluation method for setting assessment criteria and an Analytic Hierarchy Process (AHP) to calculate the weight distribution of each index, forming a fuzzy affiliation judgment matrix. An evaluation system was constructed and applied to Chinese apparel brands, revealing that interest circles, online fashion bloggers, and video and live broadcasting websites are the top channels, accounting for over 50% of total brand image communication. In terms of preference, IP co-branded models, national fashion products, and tournament models are in the top three, accounting for 10.35%, 9.73%, and 8.86%, respectively. The comprehensive evaluation value of brand image communication effect in China’s apparel industry is 5.63, with a rating of “poor,” and there is still much room for improvement in apparel brand design and communication.

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Making it real on social media: exploring authenticity strategies for sport and fitness influencers

Massi,

Piancatelli,

Vocino

et al. 2024

Journal of Strategic Marketing

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An Investigation Into Slogan Design On Creating Slogan–Brand Alignment

Cited by 6 publications

References 82 publications

Authenticity and Transparency: Influencers Sponsored Contents on Makeup Products Towards Consumer Trust

Authenticity and Transparency: Influencers Sponsored Contents on Makeup Products Towards Consumer Trust

Research on clothing brand image design and communication under the SMCR communication model

Making it real on social media: exploring authenticity strategies for sport and fitness influencers

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