Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands

Kim, Naeun; Shin, Daeun Chloe; Kim, Gwia

doi:10.1186/s40691-020-00224-7

Cited by 17 publications

(17 citation statements)

References 69 publications

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“…For future consideration of ZAP Clinic, in several giant beauty companies, there is also a new model named Direct-to-Consumer (D2C) (Kim, Shin, & Kim, 2021). D2C model is adopted by several giant beauty companies, such as Estee Lauder, L'Oreal, and others.…”

Section: Resultsmentioning

confidence: 99%

The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic

Alfina

Khoirina

Ulya

2021

Binus Business Review

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The development of online commerce, popularly known as online stores, has rapidly changed people's lifestyles. Lately, online shopping trends do not mean that offline stores are no longer prioritized, especially in beauty clinics that sell their services and products. ZAP Clinic Indonesia is a beauty clinic focusing on offline and online sales to increase the company's brand equity. The research aimed to determine and analyze the effect of omnichannel and experiential marketing on brand association using the Customer-based Brand Equity (CBBE) method. The research applied a quantitative approach with a sample size of 101 respondents. The respondents were the consumers who had visited and tried the services and products of ZAP Clinic in Surabaya. The sampling technique was accidental sampling with a questionnaire as the instrument. Then, data were analyzed using the multiple regression analysis method to determine whether omnichannel and experiential marketing affected the brand association at ZAP Clinic. The results show that omnichannel and experiential marketing have a positive effect on brand association. Experiential marketing has a dominant value to create a stronger positive association. Moreover, omnichannel will boost the creation of brand association about ZAP Clinic through the marketing campaigns and delivering new experiences related to technology usage in skincare treatment.

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Section: Resultsmentioning

confidence: 99%

The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic

Alfina

Khoirina

Ulya

2021

Binus Business Review

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“…DTC brands have been popular in recent years and utilize digital channels for marketing purposes. Consumers have positive attitudes toward DTC brands for many reasons, including cost-effectiveness, co-creation of products, and attractiveness, uniqueness, engagement, and innovativeness of the brand and its communication channels (Kim et al , 2021). DTC brands fall under the private label umbrella for this study.…”

Section: Literature Reviewmentioning

confidence: 99%

Millennial perceptions of private label and national brand apparel

Sorensen,

Johnson Jorgensen

2023

JFMM

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PurposeThis paper aims to use Q methodology to investigate Millennial perceptions toward private label or national brand apparel.Design/methodology/approachQ methodology was chosen to identify factors, which correspond to patterns of perceptions prevalent among Millennials. Participants were supplied with 14 statements that they sorted into two Q sorts – One representing perceptions of private label and the other representing perceptions of national brands. The Q sorts were completed through Qualtrics and participants answered open-ended questions on the placement of each statement within each Q sort.FindingsTwo factors emerged on private labels, highlighting patterns in price consciousness and uniqueness (acknowledged as patterns surrounding the desire for particular apparel characteristics). Three factors arose for national brand apparel, emphasizing the need for national brands to provide consumers with product security, quality and uniqueness (as identified through the unpreferred qualities national brands typically exhibit).Originality/valueThis study illustrates the various viewpoints retailers must consider when marketing apparel to a specific target demographic. In addition, a single perception (uniqueness) was found to connect motivations, which led to the development of a model for future inquiry.Research limitations/implicationsDespite complete Q sorts and qualitative statements, participants' unfamiliarity with Q methodology and the sorting action of statements could be considered a limitation. The use of MTurk is also considered a limitation owing to the anonymity and possible deception of the workforce.Practical implicationsPrivate label brand personality growth has many retailers expanding their brand portfolios. Based on the findings of this study, specific opportunities are highlighted for the expansion and marketing of private labels and brand labels based on specific perceptions of a broad Millennial cohort.

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“…Therefore, more specifically, it is explained that repurchase intention and that variable have a significant relationship, since celebrity endorsement is important, as it "... moderates the relationship between brand image and repurchase intention" (Herjanto et al, 2020). Additionally, engagement in social media affects repurchase intention, since it is a determinant for that behavior to take place (Kim et al, 2021).…”

Section: Relationship Between Social Media Activity and Repurchase In...mentioning

confidence: 99%

Analysis of E-Commerce Repurchase Intention by Consumers during the Covid-19 Pandemic Based on Social Network Behavior

Fernandez,

Rebata,

Lopez

2022

Proceedings of the International Conference on Industrial Engineering and Operations Management

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The emergence of global social isolation in the context of the Covid-19 pandemic accelerated the growth of ecommerce to a high level, that allowed companies to become more technologically aware of customer management, moving from a traditional system to a modern one. However, this change has not been carried out in a drastic way, and even not completely, because the Peruvian commercial environment is difficult to penetrate, and it is complicated to displace the already established sales channels. Therefore, in this research, data was collected from the main ecommerce companies in the Peruvian market, at the national level (Falabella Peru and Ripley Peru), to demonstrate the importance of social media management as a factor promoting repurchase intention and that, consequently, it is an important aspect to consider during the elaboration of loyalty models in organizations. For this reason, a survey was used as a data collection tool and the information obtained was analyzed using Structural Equation Modeling with IBM SPSS AMOS software. Given this, the most relevant result obtained was that social media activities have a positive and significant effect on repurchase intention. On the contrary, brand equity and customer relationship have a positive relationship, but not as relevant for repurchase intention.

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Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands

Cited by 17 publications

References 69 publications

The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic

The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic

Millennial perceptions of private label and national brand apparel

Analysis of E-Commerce Repurchase Intention by Consumers during the Covid-19 Pandemic Based on Social Network Behavior

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