Driven by the robust growth of ecommerce and the ongoing upgrading of consumer demand structures, the development and strategic layout of private store brands by ecommerce platforms have emerged as a key development trend in the global retail industry. This industrial shift not only grants platforms stronger channel bargaining power and wider profit margins, but also fundamentally reconstructs the traditional channel power structure that was long dominated by national brand manufacturers. Against this backdrop, this study takes a two-tier supply chain consisting of a national brand manufacturer and an ecommerce platform as the research object. Under the channel power structure where the ecommerce platform serves as the leader in the Stackelberg game, we build game models integrating the fairness preference behaviors of supply chain members, to systematically explore the heterogeneous effects of brand advantage, store brand quality perception, and fairness concerns on the pricing strategies and revenue performance of all supply chain participants. The empirical results indicate that in the fairness neutrality scenario, the ecommerce platform’s leadership can significantly boost the revenue of all supply chain members. However, the fairness concerns of the national brand manufacturer are not always conducive to its own benefits, and may even impair the ecommerce platform’s revenue. When the commission rate exceeds a specific critical threshold, overemphasis on fairness may even trigger a drop in the manufacturer’s own revenue. For the ecommerce platform, the revenue contribution of its fairness concern behaviors is heavily dependent on the level of the commission rate, and only exerts a positive promotion effect in the high commission rate scenario. In addition, under the ecommerce platform’s leadership, the increase of the commission rate has a positive driving effect on the retail prices of both national brand and store brand products, while the promotion effect of brand advantage on product quality is restricted by specific parameter thresholds. This study enriches the comparative research on store brand supply chain management under different channel power structures, extends the behavioral operation theory of supply chain members with fairness preference, and offers a new analytical perspective for investigating the core operational decision-making mechanisms of ecommerce supply chains.

Manufacturers employ AI for monitoring vehicle mileage, inspecting components, and scheduling maintenance. Past studies underscore the need for auto-related plans to prioritize environmental protection, concentrating on AI-driven environmental solutions promoted by AI for Good. AI enhances brand success by improving investment, technology, and promotional capabilities. This study emphasizes consistency in AI application across the automotive value chain for brand sustainability. A web-based poll surveyed 120 AI users in marketing, HR, sustainability, as well as 180 sustainability specialists and regulators. The primary goal is to assess, via structural model evaluation, how extraneous variables affect the development of AI-powered brand sustainability strategies. The study highlights AI's sustainability benefits in the automotive industry improving transportation safety, forecasting maintenance, and creating eco-friendly vehicles. However, challenges involve over-reliance on AI, predicting human behavior, and addressing sustainability threats. AI development should consider regional differences, prioritizing openness, policy harmony, and consumer agency. These findings aid marketing and HR professionals in devising customer-centric long-term plans.

The use of technology in business in the era of 4.0 is a difficult task for Small and Medium Enterprises (SMEs) due to lack of resources and other market problems. To attract customers to buy a product, the marketing of a product is usually influenced by various factors, such as price, product quality, and brand. In this study, the researchers analyzed the impact of price, product quality, and product brand on customer’s buying interest. This research is a case study conducted in Fahmi Mandiri SMEs aiming to increase the income. The method used is multiple regression analysis and the data is collected through questionnaires distributed to the customers. The results show that the biggest partial correlation influencing customer buying interest are price of a product and product brand. The quality of a product does not affect customers' buying interest significantly, because consumers will trust the quality of a product when the product brand is known and has the right price.

This article has been retracted in Management Science Letters 2020 10(17),2.

The purpose of this study is to investigate the difference between the brand selection decisions before and after the ad serving and to examine the impact of attitude, which is owned by the consumer before the ad, to the changes in consumer decisions in the selection of the brand. This study was conducted using causal research design. The sampling method used was non-probabilistic sampling and sample size of 540, consisting of 270 users for brand Pantene and 270 users for brand Rejoice. The results of this study indicate that the attitude of consumers before ad serving had an influence on several changes in the selection decision. This research is important for marketers to continuously understand consumer attitudes, by knowing the type of information on the brand owned by the consumer, the ability of consumer groups in information processing, and the ownership of motivation to process the information.

In the context of fintech and industrial revolution 4.0, the banking system worldwide has significantly developed mobile banking services at a great pace in order to promote economic performance. The aim of this analysis is to estimate factors that impact on the customers' use of mobile-banking services in the typical case in Vietnam nowadays. Using a sample data of 420 questionnaires covering in 2020, the results indicate that brand and social influence have greatly impacted on the customers' use of mobile-banking services. A greater bank’s brand and social influence is positively related to a greater the customers' use of mobile-banking services. In addition, transaction risk has a negative impact on decisions to use mobile-banking services. Vietnam should enhance the risk management in the banking sector in order to maintain sustainable development in the long run.

The research analysis of the study was to determine the influence of Social Media Marketing, Service Quality, and eWOM on Purchase Intention (Black Sweet Coffee Shop) through Brand as mediation. The type of research is quantitative with a case study research design. The implementation of research was carried out in Indonesia, especially in the city of Balikpapan. The subject of the study was a sweet Black Café Consumer who had used sweet Black Products with a sample count of 518 using THE SPSS-SEM Amos 22. The results of this discovery show that there was a direct influence of social media marketing, SerQual, and eWOM on Purchase Intention. The theoretical implication of this study is to find additional knowledge about marketing strategies in the field of SMEs. and integrate marketing and technology capabilities to optimize social media marketing against the purchase intentions of SMEs consumers, especially coffee shop franchises.

This study explains the components of ethical behavior and their impacts on life insurance companies in province of Mazandaran, Iran. There were 367 insurance representatives and the study selects a sample of 187 ones based on Cochran formula and 2 questionnaires were distributed among them. The first questionnaire, unethical behavior, includes 8 items including Bribery, Cheating, Deception, Interact with colleagues, Act as social behavior, Uncommitted to firm and Irresponsibility. In addition, the questionnaire of brand equity contains three components of Awareness, Perceived quality and Loyalty. Using structural equation modeling, the study has determined that the effects of cheating and deception on unethical behaviors were not confirmed but the effects of other factors, bribery, interact with colleagues, act as social behavior, uncommitted to firm and irresponsibility on unethical behavior were confirmed. In addition, three components of Awareness, Perceived quality and Loyalty had positive relationship with brand equity.

Today, companies need to create exclusion not in the market but in their own capabilities and features in order to gain distinction. The creation and maintenance of distinction through functional features is nearly impossible anymore. Thus, apart from the functional features, companies need to consider their intangible properties, among which brand is one of the most important ones. One of components researchers have detected for brand is personality, which can enhance the preference and loyalty of the customers and influence their decision process. In the service section, due to its specific features, the impacts of brand personality are more important and more complicated and airline companies, as service industries, which provide one of the most intangible products, are no exception. In the current study, using Aaker & apos; s Five-Dimension Model for brand personality, brand personality of a state-owned airline company (Iran Air) and a private one (Mahan) are compared from the perspective of technical directors of travel agencies. The population includes 233 technical directors whose views regarding brand personality of airline companies are studied following the distribution of questionnaires. The results of the data analysis indicate Mahan Airline is superior to Iran Air in all the five dimensions.

This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image, employee trust, and company trust. Using survey data of a sample of 385 bank customers, the analysis indicates there is a direct influence of some of the perspectives of the brand on customers & apos; perceptions of value. The results indicate that brand image, organization image, trust to firm influence positively on quality of services. In addition, brand image, organization image, quality of services and trust to firm influence on customer’s perspective where quality of services maintains the lowest impact and corporate image has the highest impact on customer’s perspective.

This paper presents an empirical investigation on the effects of various factors on building appropriate brand in food industry. The proposed study deigns a questionnaire and distributes it among some expert who were involved in food industry. Cronbach alpha are mostly well above the minimum desirable limit of 0.7, which validate the overall questionnaire. In addition, Pearson correlation ratios indicate that there were some positive and meaningful relationships among all components of the survey. The study implements structural equation modeling and the results indicate that brand vision influences brand position, positively. In addition, there is a positive and meaningful relationship from brand vision to product performance, from stakeholders towards brand vision as well as brand position and brand communication. The survey has also detected that brand position could influence on brand communication and product performance. In our survey, brand communication influences product and brand performance, brand distribution influences on brand performance and product influences on brand performance.