Marketing Commons^™

Investigating Brand Awareness, Brand Image, And Perceived Quality On Customer Loyalty, Antaja Nadjwa, Diandra Srivania, Hasna Rizki Mardhiana

Jurnal Vokasi Indonesia

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived …

Utaut And In-App Purchase: Revealing Factors Driving Users To Switch To The Premium Version In Online Dating Apps, Diyanti Pratiwi Ginting, Gita Gayatri

ASEAN Marketing Journal

This study aims to understand the factors influencing purchase intention in premium online dating applications. The main focus is on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Data was collected through an online survey in March 2023 with respondents residing in Indonesia. The research method used is descriptive quantitative, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The variables in this study were measured using a 5-point Likert scale. The sample consisted of online dating app users who had never subscribed to the premium version and had been using the app …

Identifying Factors Of Consumer’S Purchase Intention On E-Cars, Dhita Nur Maulida, Fatya Alty Amalia

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: To evaluate the factors that can shape attitudes to use and purchase intentions for e-cars, either directly or through mediating variables.

Design/methodology/approach: Data were collected through a quantitative approach by administering a survey to 410 respondents, both those who already owned an e-cars and those who did not. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.

Research Findings: The output shows that Performance Expectancy and Social Influence significantly influence Attitude Toward Using and Purchase Intention. Meanwhile, Facilitating Condition positively affects Attitude Toward Using, but requires the mediation of Attitude Toward …

Exploring The Dynamics Of Umbrella Brand And House Of Brand Strategies On Organizational Performance: A Comparative Analysis, Olalekan Ezekiel Ajayi

ASEAN Marketing Journal

The study examined the impact of dimensions of Umbrella Brand and House of Brand Strategies (brand awareness, customer trust, Brand Message, and Brand decision) on Organizational Performance. A sample of 109 Marketing managers and representatives within the Coca-Cola Company in Ido, Lagos Mainland. Data analyse both descriptive and inferential statistics using the IBM-SPSS version 27. There was significant prediction of brand awareness on organizational performance F(1, 99) = 302.14, R² = 0.46; pcustomer trust on organizational performance F(1, 99) = 102.24, R² = 0.46; pbrand awareness on organizational performance F(1, 99) = 88.15, R² = …

The Empowerment Of Consumers With Disabilities: The Role Of Self-Esteem, Accessibility, And Access To Information, Megawati Simanjuntak, Fauzia Rahmi, Santi Utami Dewi

ASEAN Marketing Journal

Consumer empowerment in Indonesia remains relatively low, particularly for individuals with disabilities. This study investigates the roles of accessibility, self-esteem, and information access in empowering disabled consumers. A total of 100 participants with physical disabilities, aged 17 and older, were surveyed regarding their online and offline purchasing experiences. Data were collected via an online questionnaire and analyzed using SEM PLS. Results indicate that self-esteem and information accessibility significantly influence the empowerment of consumers with disabilities, with the Disabled Consumer Empowerment Index categorized as "not empowered." Notably, the knowledge dimension received the lowest scores based on a traffic-light system. These findings …

From Virtual To Reality: The Influence Of Digital Engagement And Memorable Experiences On Tourist Revisit Intentions, Tz-Li Wang, Muhammad Azizurrohman

ASEAN Marketing Journal

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment.

Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, …

Pengaruh Religiusitas Terhadap Intensi Boikot Mahasiswa Ui Untuk Produk Terafiliasi Israel, Muhammad Haiqal Fauzi, Rifkanissa Azzahra, Raditya Akhdan Nirwasita, Muhammad Izzan

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyze the factors influencing students at Universitas Indonesia (UI) in participating in the boycott movement against products affiliated with Israel. Data were collected through an online survey of 408 UI students from the 2021–2024 cohorts. The sample was selected using the purposive sampling method. Analysis using Covariance-Based Structural Equation Modeling (CB-SEM) demonstrates that anger, empathy, and subjective norms have a positive and significant impact on boycott intentions, while religiosity is not significant. Economic threats are found to increase anger, which in turn drives boycott intentions. These findings emphasize that emotional factors and social pressure play a …

Technology Emancipative And Traditionalist Value In Cross-Cultural Market Segmentation, Maria Petrescu, Burak Cankaya, Marie-Odile Richard, Aidin Namin

Publications

This article identifies five key consumer segments based on digital technology-related behavior, attitudes toward technology (ATT), and cultural values, using cross-cultural data from the large-scale World Values Survey and national data from Pew Research data, and a combination of traditional clustering, latent class analysis, and explainable artificial intelligence (XAI) methods. The segments— Moderate Tech Enthusiasts, Highly Religious Traditionalists, Tech-Savvy Cosmopolitans, Secular Emancipatives, and Conservative Technophobes— reveal varying degrees of technology adoption and cosmopolitanism across cultures. The results indicate the interconnectedness between consumer behavior and attitudes toward technology, emancipative values, religiosity, political orientation, and cosmopolitanism, as well as the influence of …

Refereed Research: A Sufficientarian Approach To Consumption Ethics In The Face Of Climate Change, Srinivas Venugopal, Ronika Chakrabarti

Subsistence Marketplaces

In this paper, we adopt a sufficientarian ethics approach to study the concern of consumption inadequacy engendered by climate change in subsistence communities. The sufficientarian approach to consumption ethics dictates that in the face of climate change, priority should be afforded to establishing and maintaining consumption adequacy in low-income settings. We elaborate on the basic principles underlying sufficientarian ethics and compare it to alternative approaches such as utilitarian ethics and prioritarian ethics. Subsequently, we turn our attention toward specifying how poverty and the deleterious impact of climate change combine to render subsistence communities more vulnerable to consumption inadequacies as compared …

Advancing Healthcare Through The Integration Of Digital Twins Technology: Personalized Medicine’S Next Frontier, Sharmin Attaran, Mohsen Attaran

Marketing Department Faculty Journal Articles

The use of Digital Twin technology has been expanding rapidly, and projections indicate that it will continue to proliferate across various applications, use cases, and industries, including healthcare. In recent years, the healthcare sector has seen an acceleration in digital transformation. This fast-paced change offers both opportunities and risks, especially with emerging technologies like digital twins, which are relatively untested and still in the early stages of adoption in medical care. This paper aims to conduct a literature review to explore how digital twins facilitate intelligent automation in healthcare. It defines the concept, traces the technology’s evolution and development, reviews …

How Can Faith Based Nonprofits Acquire And Retain New Donors From Generation Z?, Mariana Combariza

Undergraduate Honors Theses

Faith-based nonprofits, such as World Vision or Compassion International, are aware that their primary donor demographic is aging. As such, they face pressure to engage younger generations who will likely become their future financial supporters in order for their nonprofit work to be sustained. Although multiple qualitative studies have demonstrated the interest and desire that Generation Z has to donate to causes they believe in, further research is needed to understand their donation behavior and how it correlates to nonprofits’ marketing strategies. In this study, we use quantitative and qualitative data from over 243 randomly selected Gen Z college students …

Utilizing Large Language Models To Synthesize Product Desirability Datasets, John D. Hastings, Sherri Weitl-Harms, Joseph Doty, Zachary L. Myers, Warren Thompson

Research & Publications

This research explores the application of large language models (LLMs) to generate synthetic datasets for Product Desirability Toolkit (PDT) testing, a key component in evaluating user sentiment and product experience. Utilizing gpt-4o-mini, a cost-effective alternative to larger commercial LLMs, three methods, Word+Review, Review+Word, and Supply-Word, were each used to synthesize 1000 product reviews. The generated datasets were assessed for sentiment alignment, textual diversity, and data generation cost. Results demonstrated high sentiment alignment across all methods, with Pearson correlations ranging from 0.93 to 0.97. Supply-Word exhibited the highest diversity and coverage of PDT terms, although with increased generation costs. Despite minor …

Human Nature: Exploring The Role Of Design In Skincare Branding, Gus Smith

Honors College Theses

Human Nature is a clean skincare brand aimed at first-time skincare users in their mid-20's that uses a four-step system to provide a simplified approach to high-quality skincareI aim for Human Nature to be an approachable, relatable, trustworthy product for buyers in this demographic, and branding is tantamount to this goal. The research stage of this project focused on other skincare brands and advertising, mapping out where my brand would fit and how it would respond to other brands. As this is a graphic design project, This project includes a cohesive visual identity that communicates the brand, including packaging, web …

Event Sebagai Strategi Digital Content Marketing : Studi Kasus Penerapan Digital Marketing Pada Bisnis Indonesia Film Content Academy (Ifca) Pt Produksi Film Negara (Persero), Salsabila Nurohmah

Jurnal Administrasi Bisnis Terapan

The purpose of this study is to determine the effectiveness of events as a digital content marketing strategy. Digital content marketing has two main indicators: valuable content and content sharing. Meanwhile, in the event business, it has indicators of cognitive, psychological experiences, leisure experiences, event satisfaction, and event quality. The method in this study is interviews and direct observation through an internship program at IFCA PT PFN. The results of this study show that the effectiveness of events in the form of training and workshops as a digital marketing strategy has a significant impact on the products owned by IFCA. …

Between The Satirical And The Sectarian: Review Of The Film Kneecap (2024), Alan Bradshaw

Markets, Globalization & Development Review

No abstract provided.

Protection Of Trade Secrets In Global Markets And International Business: Implications For Labor Relations, Oleg M. Yaroshenko, Oleksii Tykhonovych, Yaroslav Kostohryz, Yuliia Ivchuk, Dmytro Sirokha

Markets, Globalization & Development Review

Against the background of globalization and the constant evolution of economic relations, the protection of trade secrets in labor relations becomes a necessity to ensure the sustainable competitiveness of enterprises in the international market. This article analyzes the multifaceted dimensions of trade secret protection, covering global business strategies, intercultural labor practices, international economic relations, and public policy fundamentals. Through the analysis of international agreements such as the TRIPS Agreement and the European Union Directive on Non-Competition Provisions, the article explores how various legal systems address trade secrets in labor relations, emphasizing the need for global harmonization. It also considers cultural …

Potential Impact Of Artificial Intelligence On Small And Medium Enterprises Innovation In The Eu: A Perspective From Poland, Malgorzata Wilczynska, Alina Walenia, Artur Dabek, Daniel Salabura, Halina Kot

Markets, Globalization & Development Review

The development of small and medium-sized enterprises is a complex process that requires the use of all approaches to achieve success. In this regard, finding opportunities to use artificial intelligence in such companies is of great importance. The study aims to assess how this technology affects the innovation and financial performance of small and medium-sized enterprises. To draw the main conclusions, the implementation of artificial intelligence at Polish enterprises, including in the context of their financial performance, namely the level of return on assets and the level of debt, was analysed. The study showed that the introduction of artificial intelligence …

The Global Tour Continues: Poland, Ukraine, Ireland, Turkey, And More, Nikhilesh Dholakia, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

What Makes A Great Movie Trailer?​, Bridget Hill

Honors Projects

This research analyzes four case study films across two genres to identify the best tactics used in trailer marketing and editing in order to create box office successful films that attract their identified target audiences. Existing research and a pre-existing interview were used to identify and define these tactics before then applying the strategies onto existing film trailers. The two genres chosen in this analysis include Romantic Comedies and Animated Action/Adventure Family Films. In each genre, a successful and unsuccessful film were chosen then compared against one another to determine if the successful film trailers utilized the previously identified tactics. …

Graphic Design And Automation, Ellen Fixsen

Masters Theses

This research examines the use of artificial intelligence (AI), machine learning, and DIY-centric template tools in the area of graphic design and how they affect businesses using them for branding and visuals, and how that impacts the graphic design industry. Although the use of AI in graphic design is a fairly new trend, the technology has been developing over the last several decades, if not longer. With AI definitely here to stay, it has become vital to explore how businesses and designers will move forward and utilize the tools it offers. Incorporating historical and statistical evidence, professional insights, case studies, …

Shame, Loneliness, Regret: Analyzing Theeffectiveness Of Anti-Alcohol Marketing Campaigns On Consumers, Zakary Bradbury

Honors Projects in Marketing

The alcohol market has been growing exponentially worldwide over the past decade with no trends of stopping in the near future. With this growth comes an increase in marketing efforts from both pro-alcohol companies and anti-alcohol agencies. While pro-alcohol companies have not had any trouble regarding marketing, anti-alcohol agencies have lagged behind in terms of social and digital marketing efforts. The goal of this research was to uncover how various anti-alcohol stimuli affect consumer attitudes and beliefs. To conduct research, we ran a Qualtrics survey consisting of 279 college students. The results showed that 1) when participants viewed an anti-alcohol …

Mathematics In Amusement Parks, Kacey Laumann

Honors Projects

This project focuses specifically on the Walt Disney World Park, Magic Kingdom. I started by collecting data through the MyDisneyExperience app. By recording the data, I was then able to create polynomial functions to the fifth the degree. Each attraction received a function which allowed me to predict the wait times for that attraction. Then, by graphing the functions and analyzing the graph using calculus the “best time” and “worst time” to go to the attraction were found. After the analysis the information is used to build a unique schedule for a guest. Then the guest receives this schedule after …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

Towards New Forms Of Using Social Media: Museums Activity On Linkedin, Magdalena Sawczuk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The social media landscape changes very fast. It regards, among others, the accessible platforms and the features of social media tools. It also concerns the broad spectrum of institutions that start their virtual activity in different ways, and museums’ participation in social media can be indicated here. Their activity mainly focuses on communication with the audience or other museums, but some new approaches can also be observed. One of them is activity on LinkedIn, which is closely connected to the professional perspective and employee-related issues. Hence, the article aims to explore the main paths and forms of the Polish museum’s …

Using Llms To Establish Implicit User Sentiment Of Software Desirability, Sherri Weitl-Harms, John D. Hastings, Jonah Lum

Research & Publications

This study explores the use of LLMs for providing quantitative zero-shot sentiment analysis of implicit software desirability, addressing a critical challenge in product evaluation where traditional review scores, though convenient, fail to capture the richness of qualitative user feedback. Innovations include establishing a method that 1) works with qualitative user experience data without the need for explicit review scores, 2) focuses on implicit user satisfaction, and 3) provides scaled numerical sentiment analysis, offering a more nuanced understanding of user sentiment, instead of simply classifying sentiment as positive, neutral, or negative.

Data is collected using the Microsoft Product Desirability Toolkit (PDT), …

Breaking The Spiral Of Silence: Enhancing Marketing Education With Dei Certification For Greater Classroom And Societal Impact, Ania Rynarzewska

Academic Affairs

This study examines the impact of incorporating Diversity, Equity, and Inclusion (DEI) certificationprograms into higher education marketing curricula on students’ acceptance, competency in DEItopics, and perceived employment success. Against a societal backdrop marked by divisiveness and silencing of minority voices, known as the Spiral of Silence, this research aims to determinewhether DEI certifications in marketing curricula can influence students’ perceptions and attitudestoward DEI discussions in the classroom, as facilitated by their instructors. It assesses the role ofinstructors’ perceived credibility in DEI discussions and how DEI certification affects students’willingness to engage in DEI discourse both within the classroom and in broader …

From Concept To Creation: The Role Of Generative Artificial Intelligence In The New Age Of Digital Marketing, Andrew Smith, James Hutson

Faculty Scholarship

Artificial intelligence (AI) has been extensively used in digital marketing. Still, the recent advances in generative AI (GAI) have revolutionized social media marketing and content creation, lowering barriers that once restricted high-quality design to professionals well versed in expensive and complex software like Adobe Suite. GAI tools enable anyone, from students to marketers, to generate logos, branding, and multimedia content without extensive training. This shift has empowered more people to engage in creative expression, expanding the pool of ideas and creativity. However, the abundance of AI-generated content raises questions about the evolving definition of “art” and the emergence of a …

Influence Of The Influencer: Decoding The Credibility Of Influencers Among College Students., Claire M. Stipsits

International Journal of Undergraduate Research and Creative Activities

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and …

Feeling Triggered Yet? Nostalgic Triggers In Marketing, Lara Gerbino

ALL - Honors Theses

What leads people to reach out to someone that they do not talk to often? Getting back in touch with people helps make us happier, but research suggests that people reach out less than optimal (Rohrer et al., 2018). Socializing has been proven to help improve one’s overall mental health, happiness, and mood (Aknin, 2024). In two studies, we look at what features in a person’s consumption-based environment may trigger them to reach out to their loved ones. This ties back to marketing, specifically for social media companies, through people using their platforms to reach out to family/friends, which will …

Beyond The Box: Delivering A New Look To Ohayo Korea, Beatrice Diaz

Graphic Communication

Ohayo Korea, a newly established business in South Korea, specializes in providing buying, packing, consolidation, and forwarding services for international customers seeking exclusive South Korean products or bulk shipments for business purposes. Despite offering valuable services, The business faces significant challenges in establishing visibility and trust in the marketplace. Currently, the business relies primarily on word-of-mouth and minimal social media presence, which restricts its reach and credibility among potential customers. In a highly competitive market, these constraints hinder Ohayo Korea’s ability to stand out and communicate its unique offerings effectively.

To address these challenges, a cohesive brand identity that resonates …