The influence of brand leadership, brand experience, and brand image on client satisfaction and repurchase intention of e-commerce brands

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of social media marketing on purchase intentions.
Notably, the study revealed a crucial insight: the influence of social media marketing on purchase intentions is fully mediated by the perception of brand image. In light of these results, businesses are encouraged to establish a strong presence on social media platforms to effectively promote their products and services. Organizations can effectively steer consumer purchase intentions by harnessing the synergy between social media marketing and brand image.

Acknowledgment
This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).

The marketing strategy phenomenon improves significantly, narrowing from a general to a specific cultural ethnicity base and from variable to dimension analysis. This study examines the impact of culture, brand image and price on buying decisions. The study population comprised retail consumers in the sampled area of Situbondo, East Java, Indonesia. A multi-stage sampling technique was used to derive a sample of 112 respondents as a primary data source – descriptive statistics allows for the demographic characteristics of retail consumers in East Java, Indonesia. Surprisingly, the data showed that gender involvement in buyer decision-making was dominant. Most retail customers were identified as private-sector employees and indicated for higher income earners. Responses were then analyzed using multiple linear regressions to answer the research hypotheses. The results showed that Hofstede’s culture dimension and the brand image and price significantly affected consumer buying decisions at retail stores in East Java, Indonesia. Regarding the strength of Islamic culture in East Java, price was the primary consideration in buying decisions. Further research, preferably using ethnographic approaches with an emphasis on qualitative research, is needed to investigate the implications of these relationships.

Acknowledgment
We would like to thank the Research Centre (LP2M) of University of Jember, East Java, Indonesia, for their support and funding. We also want to thank Rusdiyanto, a Ph.D. student from the Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia, for his helpful discussions and contributions.