Brand image – Jurnal Pengurusan

Bibliometric Assessment and Research Trends: Five Decades of Brand Image

asriwn — Thu, 01 Aug 2024 21:47:56 +0000

Brand image distinguishes a company, product, or service from others, making it an asset worth investing in. Recognizing the key themes related to brand image is essential for fostering collaboration and ensuring that research progresses toward desired goals. Therefore, this bibliometric study’s objective was to uncover global research trends on the topic of brand image based on publishing output, co-authorship, country, and co-occurrence. We used the Scopus indexing database to identify 2,605 relevant papers published from January 1971 to November 2021. Utilizing the VOSViewer application, bibliometric procedures were subsequently employed to analyze the global performance, development, and impact of brand image research. Our results revealed that: the USA has the most brand image-related publications; the majority of brand image articles have been published in Scopus Quartile 1 journals; and the most recent author keywords are social media, perceived value, and purchase intention. By tracking the origins and evolution of brand image research over time, this article’s originality serves as a reference point for expanding the literature on brand image and providing directions for future study.

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Corporate Social Responsibility for Takaful Industry’s Branding Image

amrularshad — Sun, 09 Oct 2022 15:19:09 +0000

This study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitative method of analysis whereby the participants were exposed to different treatments and the brand image was divided into an affective, specific and generic cognitive elements. A total of 327 (N = 2110) stakeholders of Takaful; the agents/ operators in Kuala Terengganu, Malaysia were involved. Using the Structural Equation Model analysis, the affective component of the brand image showed a greater impact on the commitment towards the four types of CSR as compared to the others. The results revealed that the economic and philanthropic CSR activities significantly led to a more positive level of both brand image components and corporate reputation management than legal and ethical CSR activities. In addition, brand image has positively influenced the betterment of corporate reputation management. These findings have significant implications for future research directions in the corporate communication perspective.

The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study

sufizulkarnain01 — Sat, 08 Oct 2022 06:47:39 +0000

The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyalty. This study was carried out because only a few studies have examined the influence of brand image, brand personality, and brand trust on brand loyalty. The Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed in the data analysis. The findings revealed significant relationships between brand image and brand loyalty. However, this study did not find any significant relationships between brand personality and brand loyalty. In addition, brand trust is found to mediate the relationships between brand personality and brand loyalty, and brand trust does not mediate the relationships between brand image and brand loyalty. The study concludes with a discussion on the contributions, limitations as well as suggestions for future research.