品牌大使和电子妇女对旁氏润肤霜品牌形象的影响:

Elvina Rosa Leilani, Danang Kusnanto
{"title":"品牌大使和电子妇女对旁氏润肤霜品牌形象的影响:","authors":"Elvina Rosa Leilani, Danang Kusnanto","doi":"10.47467/alkharaj.v6i3.4980","DOIUrl":null,"url":null,"abstract":"This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms. Keywords: Brand Ambassador; E-Wom; Brand Image","PeriodicalId":504916,"journal":{"name":"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Pengaruh Brand Ambassador dan E-Wom terhadap Brand Image Pelembab Pond’s:\",\"authors\":\"Elvina Rosa Leilani, Danang Kusnanto\",\"doi\":\"10.47467/alkharaj.v6i3.4980\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms. Keywords: Brand Ambassador; E-Wom; Brand Image\",\"PeriodicalId\":504916,\"journal\":{\"name\":\"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-09-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.47467/alkharaj.v6i3.4980\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.47467/alkharaj.v6i3.4980","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

本研究旨在探讨品牌大使和电子口碑(E-WOM)对旁氏润肤霜产品品牌形象的影响。本研究采用了描述性和验证性方法,并结合了定量方法。问卷调查对象为 @pondsindonesia Instagram 账户的 347 名追随者。分析结果表明,品牌大使和网络口碑的使用对塘鹅的品牌形象有积极影响。此外,研究还发现,品牌大使在塑造消费者对品牌的正面印象方面具有更主要的影响力。这项研究让人们更深入地了解品牌大使和网络口碑等营销元素如何影响社交媒体平台上的品牌形象。 关键词品牌大使;网络女性;品牌形象
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pengaruh Brand Ambassador dan E-Wom terhadap Brand Image Pelembab Pond’s:
This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms. Keywords: Brand Ambassador; E-Wom; Brand Image
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信