Building Brand Resonance: Optimizing Symbolic Brand Reputation and Customers’ Emotional Value

Saputra, Murry Harmawan; Ardyan, Elia; Tanesia, Cindy Yoel; Ariningsih, Endah Pri

doi:10.21002/amj.v13i2.13543

Cited by 3 publications

(3 citation statements)

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“…Brand resonance refers to the degree of effective connection established between a company and its customers, including both official and informal interactions. The citation is from Saputra et al (2021). Previous studies on brand equity have consistently shown its significant impact on contemporary management and marketing research, particularly in relation to consumer intentions and behavior.…”

Section: Brand Equity and Brand Resonancementioning

confidence: 99%

Effect of Brand Elements on Organizational Success: A Moderating Approach to the Brand Experience of Muslim and Non-Muslim Customers of Islamic financial Products in Pakistan

Rehman,

Shahzadi,

Nisar

2024

Contemporary Issues in Social Sciences and Management Practices

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The primary purpose of this research is to analyze the impact of brand elements on the achievement of an organization. In addition, the study also examined the moderating effect of brand experience on Muslim and non-Muslim customers' perception of Islamic products in Pakistan. This research examines the significance of brand elements in the success of organizations and compares the reactions of Muslim and Non-Muslim customers of Islamic Products in Pakistan. The researchers used Keller's renowned CBBE model to examine the impact of brand elements on organizational success. This research used the convenience sampling technique to gather data from customers of Islamic products. Following the completion of the missing value analysis, only 124 out of 150 respondents provided their replies. The study analysis indicates that the brand resonance of both Muslim and non-Muslim customers of Islamic products has a positive effect on the success of the organization. Additionally, the relationship between these consumers and the organization is also crucial for achieving success or improved performance. The study shows that both Muslim and non-Muslim consumers in Pakistan have positive responses towards Islamic products offered by Islamic banks. This information can be used by managers to implement this strategy for the success of their organizations.

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Section: Brand Equity and Brand Resonancementioning

confidence: 99%

Effect of Brand Elements on Organizational Success: A Moderating Approach to the Brand Experience of Muslim and Non-Muslim Customers of Islamic financial Products in Pakistan

Rehman,

Shahzadi,

Nisar

2024

Contemporary Issues in Social Sciences and Management Practices

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“…Studies have demonstrated that customers' positive impressions and trust in environmentally friendly brands can substantially impact their favorable perceptions and emotional attitudes toward the brand, perhaps leading to increased enjoyment [33]. Furthermore, the use of green branding has the potential to evoke emotional resonance in customers, hence intensifying their emotional enjoyment [34]. Moreover, a green brand image has a favorable impact on the selection of eco-friendly brands.…”

Section: Green Brand Imagementioning

confidence: 99%

Green Emotion: Incorporating Emotional Perception in Green Marketing to Increase Green Furniture Purchase Intentions

Yu,

Zhong,

Zhu

et al. 2024

Sustainability

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The industrialization process has led to environmental deterioration, which has created challenges for sustainable development. However, there is an increasing inclination to purchase green furniture as a sustainable form of furniture. Hence, investigating the determinants of consumers’ intention to purchase green furniture is beneficial for promoting the adoption of sustainable furniture. Previous research has examined the functional aspects of purchasing behavior using the theory of planned behavior (TPB), while giving less consideration to affective elements. This study aimed to investigate the factors that influence the intention of future users to purchase green furniture, explicitly focusing on emotional perception. This study utilized the PAD three-dimensional emotion model. A novel conceptual model was developed, drawing upon the findings of the literature review. This study employed the questionnaire method to collect data, resulting in 412 valid samples. The collected data were then analyzed and processed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3.0 software. Additionally, the mediating influence of the variables was examined using the bootstrap method. The results suggested that the perceived pleasure, arousal, and dominance all had a substantial influence on the beneficial effect of green furniture elements on purchase intention. Among these factors, pleasure (PP) had the strongest mediating effect on the relationship between green brand image (GBI) and purchase intention (PI). Arousal (PA) had the strongest mediating effect on the relationship between eco-innovation (EI) and purchase intention (PI). Dominance (PD) had the strongest mediating effect on the relationship between purchase customization (PC) and purchase intention (PI). Furthermore, this paper examined the disparities between the characteristics of green furniture and conventional furniture in terms of their ability to stimulate emotional responses and influence consumers’ intention to purchase. This study revealed that green features (GF) have a greater capacity to evoke emotional responses in consumers, consequently impacting their intention to purchase green furniture. The study’s findings have both theoretical implications and practical relevance. In theory, these findings enhance the theoretical framework of purchase intention for green furniture. In practice, they provide specific ideas and recommendations for green furniture companies to develop emotional marketing strategies.

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“…Brand resonance refers to the part of brand equity that goes above brand equity. Brand resonance focuses on the primary relationship between the customer and the brand (Saputra et al, 2021). Giveaway is the most uploaded content by the Instagram account @Shopee_ID, a way to form a brand image among audiences, and the company is also considered to build good relations with audiences actively.…”

Section: Giveawaymentioning

confidence: 99%

Marketing Communications’ Message Strategies of TikTok Shop Indonesia and Shopee Indonesia Through Social Media Instagram

Dwinari,

Pawito,

Rahmanto

2023

FJSS

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TikTok Shop and Shopee are two e-commerce sites that using Instagram as a marketing communication medium. This study aims to discover the message strategy’s from the Instagram’s contents of @TikTokShop_Indonesia and @Shopee_ID in welcoming the month of Ramadan in 2023. The message strategy theory is the reference in this study. This study uses a qualitative approach with content analysis methods. The study results show that @TikTokShop_Indonesia content focus on transformational messages, informational messages become the focus afterward, and interactional messages still need to achieve. TikTok Shop Indonesia is more focused on touching the emotional motivation of its consumers with the hope that consumer involvement will increase. Instead, @Shopee_ID puts interactional messages and transformational messages above informational messages

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Building Brand Resonance: Optimizing Symbolic Brand Reputation and Customers’ Emotional Value

Cited by 3 publications

References 0 publications

Effect of Brand Elements on Organizational Success: A Moderating Approach to the Brand Experience of Muslim and Non-Muslim Customers of Islamic financial Products in Pakistan

Effect of Brand Elements on Organizational Success: A Moderating Approach to the Brand Experience of Muslim and Non-Muslim Customers of Islamic financial Products in Pakistan

Green Emotion: Incorporating Emotional Perception in Green Marketing to Increase Green Furniture Purchase Intentions

Marketing Communications’ Message Strategies of TikTok Shop Indonesia and Shopee Indonesia Through Social Media Instagram

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