40 research outputs found
Advergame: potential and prospects for advertising strategy
No full textThis paper aims to discuss the concept of advergames and its benefits from the marketing
perspectives and also the future potential of advergames. It suggests that marketing
communication by using games, as a medium will result into more effective marketing
communication strategy to the brand developer. The concepts of advergames and its types
were both discussed. Then, the advantages and disadvantages of using advergames were also
explained and how advergames differs compared to other media. Finally, the potential and
prospects of advergames that would give opportunities to marketing practitioner completes the
discussion of this paper
Celebrity and audience characteristics on satisfaction, and repeat watch intention on Korean TV drama
No full textThe prevailing trend of Korean Pop culture, Hallyu, has spread rapidly to Asian countries such Malaysia, Japan, China, Indonesia, Thailand, Vietnam and Taiwan. The influenced of such culture has further reached to other countries such as the Middle East, Europe and America. As the result, the Korean dramas, fashions, and music becoming a hot trend and culture in Asian nations. The study examines the relationship between celebrity and audience characteristics on TV drama satisfaction and repeats watch intention. A total of 596 young Malaysian consumers participated in this study. Attractiveness, credibility, commitment, and connectedness were found to effect the satisfaction of watching Korean drama. In addition, consumer satisfaction toward Korean TV drama does influence their repeat watch intention. However, an involvement of audience was not found to affect TV drama satisfaction. Recommendation and suggestion for future research were also discussed to improve audience satisfaction and ultimately increased the repeat watch intention towards Korean TV drama
Impact of environmental factors as moderator on export marketing performance in wooden furniture industry
No full textThere has been a significant increased in the quantity and quality of international and export marketing research with respect to effective solutions towards export performance. However, an investigation on the impact of marketing strategy and export performance in a single industry is lacking. In addition, the influence of environmental factors to moderate the relationship between export marketing strategy and export performance has received little agreement. This research aims to investigate the relationship between export marketing strategy and export performance in Malaysian wooden furniture industry, as well as the influence of moderating role of environmental factors on the relationship between export marketing strategy and export performance. Personal interview, mail and phone interview methods were used to measure export marketing strategy, newly developed environmental factor variables which consists of global economic situation and certification, as well as export performance. The findings showed that there were no direct relationship between export marketing strategy and export performance. Uniquely, the moderating effect of certification appeared to moderate a few relationships between product and promotion adaptation, distribution strategy, design strategy and target market specification on export performance. Managerial implications and suggestions for future research were also discussed
The impacts of strategic orientation, marketing strategy and market research activities on new product development
No full textNew product development is a critical management issue particularly in technology driven firms. In this paper the influences of strategic orientation, marketing strategy, and market research activities and the moderating role of environmental factors on new product development were investigated. The results shows that both strategic orientation and marketing strategy directly influence new product development process, while the market research activities show no significant relationship on new product development. Also, the environmental factors did not appear to moderate the relationship between strategic orientation, marketing strategy, market research activities on new product development in Kota Kinabalu manufacturing industry. The main implication of this finding is that the probability of success of new product development process will be high through effective
strategic orientation implementation and aggressive marketing strategy implementation
Use of Mobile Advergame as Brand Communication Tool
No full textThe new and creative marketing strategies came into existence to attract consumers towards the brand by marketing agencies. One of these innovative marketing tools is mobile advergame which is observed as an attractive marketing tactic to enhance product awareness. The present study aims to identify the use of mobile advergame as a brand communication tool in Malaysia. A total of 366 Malaysian gamers were taken into consideration as respondents of this study. A structured online based questionnaire was designed for the study and self-brand congruity measurement was adopted to measure an association between consumer’s self-image and characteristics of brand’s value among gamers. The participants were asked about their experiences related to the advertisements occurred during the game. The findings revealed a positive relationship between self-brand congruity’s brand recall, brand attitude and purchase intention, entertainment brand recall, and brand attitude. As the main purpose of mobile advergame is to enhance the brand awareness; therefore, a consistency between the product and game content should be identified by the advertising company
Exploring determinants shaping recycling behavior using an extended theory of planned behavior model: An empirical study of households in Sabah, Malaysia
No full textHousehold waste and the exploitation of the environment are among the alarming and unsustainable consumption patterns that are harmful to the ecosystem. Hence, this study aims to determine the factors influencing recycling behavior by extending the theory of planned behavior (TPB) to an analysis of how recycling practices are fostered among citizens and how sustainable development goals (SDG) are upheld. The extended TPB model includes moral norms, convenience, and the cost of recycling. A total of 170 responses were received via the purposive sampling technique. The research model was analyzed using the partial least square structural equation modeling technique (PLS-SEM). Results show that subjective norms, moral norms, convenience, and the cost to recycle positively influenced recycling behavior. Environmental awareness was found to heavily influence attitudes, but attitudes were not found to translate into behavior. This research provides significant insight and a better understanding of recycling behavior and adds new momentum to the growing literature. The implications of these findings are further discussed
A Study on Malaysian Consumers’ Attitude and Behavioral Intention Towards Print Advertising
No full textThe purpose of this study is to examine the relationship between belief factors, consumers’ attitude, and consumers’ behavioral intention toward print advertising. This study also explores the mediating role of attitude on the relationship between belief factors and consumers’ behavioral intention. The six belief factors are product information, social role and image, hedonic/pleasure, irritation, personalization, and credibility. The study finds that product information, social role and image, hedonic/pleasure, irritation, and credibility have positive influences on consumers’ attitude and behavioral intention. The results reveal that attitude has positive influence on consumers’ behavioral intention. Moreover, the mediation analysis results indicate that the role of attitude mediating has been significant in product information, hedonic/pleasure, irritation, and credibility on behavioral intention. The target population for this study was those Malaysian people who have experience in searching for exposure to print advertising before. The respondents were classified according to their age, gender, race, occupation as well as their income levels. The questionnaires were distributed to the respondents through online survey and questionnaire tool, Google Form. Implication and recommendations for future studies are also discussed.</jats:p
The impact of firm’s capabilities on digital brand performance of SME’s online business
No full textIn online business, firms are very sensitive to any changes in the market including internet application for business operation usage. The growth of online business in Malaysia is not in line with the interest of digital brand performance to improve the competitiveness of the companies and maintain their position in the market. Hence, this study aims to investigate the factors that influence digital brand performance in SME. This study employed Resource Based View (RBV) theory which is a unifying framework for the fundamental determinant of digital brand performance. The study examines the relationship between firm’s capabilities (innovation capability, branding capability, market-sensing capability, human and organization capability) and digital brand performance. A total of 155 SMEs online business participated in this study. The result of this study found that both market sensing and human and organization capability have significant impact on digital brand performance in SMEs context. Recommendation and suggestion for future research were also discussed to improve digital brand performance for Malaysian SMEs online business
Antecedents of Brand Recall and Brand Attitude towards Purchase Intention in advergames.
No full textResearch on purchase intention had showed remarkable work in contributing to the theory of buyer behaviour. However, the impact of brand recall and brand attitude on purchase intention in advergames has not yet been well explored especially in a developing economic country such as Malaysia. Furthermore, the influences of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expecting to put more “value added” to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. Also, the antecedents towards brand recall and brand attitude were examined to measure their influences on purchase intention. A total of 350 Malaysian gamers have been interviewed through an online survey for this study. The results showed that self-brand congruity, entertainment and brand placement acceptance were found to have significant relationship with brand attitude and purchase intention. Also, both entertainment and brand placement acceptance were found to have significant relationship with brand recall. As expected, brand recall and brand attitude have positive relationship with consumer purchase intention in advergames. Applications of the study are discussed. Keywords: Self-congruity, Entertainment, Brand placement acceptance, Brand recall, Brand attitude, Purchase intention, Advergames
SMEs E-Commerce Functional Value and Brand Performance: The Role of Internal and External Stimuli
No full textThe rapidly evolving digital landscape has positioned small and medium enterprises (SMEs) at the forefront of e-commerce growth. Shifting to online business has recently been identified as a strategic resource for SMEs’ competitive advantage. Thus, e-commerce and brand performance are integral components of SMEs' online business strategies. This study adopts the S-O-R framework as the theoretical foundation to examine the impact of both external and internal Stimuli (i.e., relative advantage, compatibility, government support, and supplier pressure) that trigger SMEs cognitive and affective states, i.e., Organism (e-commerce functional value), and Response (brand performance) in SMEs online business. Survey data were gathered from 152 Malaysian SMEs online business. Data were analyzed using SmartPLS software. The study discovers the significant and insignificant relationships between relative advantage, compatibility, government support, supplier pressure, e-commerce functional value and brand performance. As e-commerce continues to redefine the SMEs online business landscape, this research offers valuable insights for SMEs seeking to leverage e-commerce effectively and enhance SMEs brand performance
