Brand Association and Sales Growth: A Study of Nigeria the Flour Milling Industry

Branding has developed in the minds of customers a strong and positive perception of a company's products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers' interactions with the brand remain consistent in order to generate sales growth.

Brand Association of Ciletuh - Palabuhanratu Geopark Towards COVID-19 Pandemic and Sustainable Tourism

The purpose of this research is to investigate brand association of Ciletuh – Palabuhanratu UNESCO Global Geopark towards the COVID-19 pandemic and sustainable tourism. This research employs a qualitative research method with a case study and descriptive statistics model. The data used in this study are primary and secondary ones in which the techniques of data collecting is by observation, purposive random sampling with Likert scale, as well as literature studies. The results of this study show that Ciletuh-Palabuhanratu Geopark is not only a strategic place for tourism activities in the COVID-19 pandemic since it has characteristics to comply health protocols but also able to meet the tourism recovery during the pandemic. The tourism activities provided by Ciletuh-Palabuhanratu Geopark sites meet the concept of quality adventure tourism and in line with sustainable tourism with concerns on balancing the environmental conservation, local economic empowerment, as well as local social and culture preservation. The brand association of Ciletuh-Palabuhanratu Geopark is shown by its tourism product scope and quality which are associated to sustainable tourism, moreover the use occasion is line with the COVID-19 pandemic situation. The attributes of UNESCO Global Geopark also create the values of tourism activities during and after COVID-19 pandemic which meet the points of sustainable tourism activities and recoveries.

Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square. The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

Factors Influencing Core Brand Attitude and Consumer Perceptional Fit in the Pandemic Era and Their Implications for Purchase Intention Toward Extended Product

Challenges faced by people in today's pandemic conditions are the dependence on the internet and communication tools because all the processes of work from home or school from home activities are done online. In addition to the stable and strong internet connection, the use of reliable communication equipment tools became a must and people were looking for a brand that suited this need. However, it turns out that a strong brand in the electronics industry has not guaranteed success when doing brand extension in the category of communication tools. This is experienced by Sharp, a leading electronics manufacturer from Japan.This research aims to find out whether core brand image, core brand attitude, brand association, product connection, use experience, and consumer perceptional fit, have an influence on purchase intention toward extended product in the case of Brand Sharp on its communication device product, the Sharp Aquos Zero 2 Smartphone. Quantitative research methods have been conducted using online questionnaires to respondents who are over 17 years old and know sharp electronic products, have owned their products and have seen sharp Aquos Zero 2 reviews but have never bought the product. The structural equation model (SEM) method was used to analyze these 6 research hypotheses.The result was a positive relationship between core brand image, core brand attitude, brand association, product connection, use experience, and consumer perceptional fit on purchase intention toward extended product smartphone. However, on the other hand, the core brand image and use experience variables have no influence on core brand attitude.

Analisis Perbandingan Brand Equity Samsung dan LG

This research is quantitative study that aims to compare brand association, perceived quality, and brand loyalty to brand equity in Samsung and LG companies in the South Jakarta area. This research used 100 respondents as a sample with purposive sampling method. The analysis technique in this study uses the Independent Sample T Test using SPSS 26. The results of this study indicate that (1) Samsung Brand Association is superior to LG, (2) Samsung's Perceived Qualty is superior to LG, (3) Samsung's Brand Loyalty is superior to LG. superior to LG. Keywords: Brand Equity; Brand Association; Perceived Quality; Brand Loyalty

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

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.

Karakteristik Brand Equity Yourgood Smoothies Bar di Mata Konsumen

Public awareness of a healthy lifestyle creates business opportunities. One of them is by creating a cafe with a healthy food theme. It is important for a brand to know the condition of its brand in the eyes of their customers. This can be identified using brand equity. Brand equity consists of brand awareness, brand loyalty, brand association, perceived quality, and market behavior. The research was conducted on the Yourgood brand in May-July 2020. The sampling technique used was purposive sampling of 113 respondents and was conducted through an online questionnaire, Google Form. Sampling used was purposive sampling of 113 respondents and was carried out through an online questionnaire, Google Form. The results showed that brand awareness was strong, consumer loyalty to the brand was not strong, and there were both advantages and disadvantages of the quality of the brand.

Attributes, Benefits and Attitudes: Construct of Zimbabwe Tourism Brand Association Amid Covid-19 Pandemic

The study investigated the factors reflecting and building positive brand association for Zimbabwe tourism destination into the resurgent of COVID-19 pandemic. The focus was on three primary sources of brand association comprising attributes, benefits, and attitudes, which were then assessed to come with the most dominant element(s) for restoring a positive global image. A mixed sequential qualitative to quantitative research design was applied for the study. Qualitative research established sources for the brand association as themes that are acknowledged to be prevailing in Zimbabwe tourism destinations. This was achieved through in-depth interviews with participants who were purposively selected for the study. Further quantitative research was done to understand the most dominant factors for brand association and categorize them as attributes, benefits or attitudes. Results from qualitative research informed the themes for a brand association: perception by the origin of the tourist; references from others; the hospitality of tourism providers; media reports; existing natural resources; accessibility; cultural originality; government policies; and adventure. Quantitative results showed that perception by the origin of the tourist, references from others, the hospitality of tourism providers, media reports, natural resources and accessibility were the most dominating sources of brand association. To conclude, the study brand attitude was discovered as most effective in constructing a lasting association amid and beyond the COVID-19 pandemic. The study recommended innovative partnerships with global tourism agents in various target markets, intensive training of operators and employees in customer care, refurbishing tourism facilities, maximizing E-friendly customer care systems, and maintaining original aesthetic nature.

Evolution of COVID-19 Tweets about Southeast Asian Countries: Topic Modelling and Sentiment Analyses (Preprint)

BACKGROUND Emergence and evolution of online discourse on Twitter concerning the COVID-19 pandemic are crucial for public health and public relation officials to understand the prevailing perception of the disease and its impact. Despite the global scale of this pandemic, comparison and contrast of topics, sentiment and emotions of tweets among countries are limited. Further, most previous studies covered a short timeframe due to the recency of the event and the large volume of tweets. OBJECTIVE The purposes of this research were to 1) identify the multiplicity of public discourse during the COVID-19 pandemic and how they evolved, (2) compare and contrast sentiment levels and (3) compare emotions about countries over time. METHODS The research scope covered ten countries in Southeast Asia (SEA). We analysed 115,553 tweets that mentioned these countries from 22 January 2020 to 31 July 2021 using a topic modelling algorithm (latent Dirichlet allocation — LDA), VADER and NRC sentiment analyses. RESULTS We identified the emergence and evolution of twelve topics that were further grouped into early, parallel and late discourse. Each country had distinct topics and trends depending on differing internal and external factors. Sentiment improved with positive tweets of hope and fell when negative narratives predominated as a result of new waves of COVID-19. Four emotions that are prevalent during the pandemic were trust, fear, anticipation and sadness CONCLUSIONS This research detected the many divergent phases and faces of the pandemic on Twitter, the intertwined discourse of a double disaster and the role played by an infodemic on place brand association. Our results will assist public health and public relations officials to better understand how public discourse emerged and evolved with the COVID-19 pandemic.

PENGARUH ASOSIASI MEREK, KESETIAAN MEREK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK PADA PENGGUNA SMARTPHONE OPPO

The very high growth of smartphone users in Indonesia makes companies that issue smartphone products have to try to be the best among other smartphone companies. Currently, OPPO is in second place in the smartphone market share in Indonesia in the second quarter of 2019. The aim of this study is to determine brand association, brand loyalty, brand awareness and brand image have an influence on brand equity. The sampling technique was carried out by purposive sampling. The questionnaire was distributed to 150 respondents in Karawaci Tangerang who were OPPO smartphone users. The results of this study indicate that there is an effect of brand association on brand equity, meanwhile, brand loyalty, brand awareness, and brand image have no influence on brand equity.