Advances in Business & Industrial Marketing Research

Isuzu and Nogwaja: A Strategic Partnership in Brand Identity

2025-02-12T13:05:26+07:00

Purpose: This study explores the strategic partnership between Isuzu and adventurer Nogwaja, examining how it enhances Isuzu's brand identity while deepening consumer engagement through influencer marketing.

Research Design and Methodology: This study utilized qualitative research methodology, incorporating a scoping literature review and case studies to examine the effectiveness of branding strategies in the automotive industry. It focused on Aaker's Brand Equity Model and the impact of partnerships, like Isuzu's collaboration with influencers, on brand perception and market appeal.

Findings and Discussion: The partnership's success is attributed to authenticity, emotional engagement, and strategic communication. Nogwaja's alignment with Isuzu's values of adventure, resilience, and endurance strengthens the brand's credibility and fosters deeper consumer trust. Additionally, incorporating vernacular language and engaging on social media allows Isuzu to connect with local consumers and resonate with younger, adventure-driven audiences. Experiential marketing, exemplified by live events like the Mzansi Off-road Festival, further solidifies Isuzu's image as a high-performance, reliable brand.

Implications: The study highlights the importance of authenticity, targeted engagement, and strategic brand positioning. It offers insights that can be applied across industries, particularly in leveraging influence partnerships and experiential marketing to enhance brand equity and long-term consumer loyalty. The Adventure-Brand Evolution Model developed from this study provides a framework for integrating emotional connection and cultural relevance in brand strategies.

Service Quality, Product Completeness and Price on Consumer Purchasing Decisions

2025-04-09T22:11:41+07:00

Purpose: This study aims to examine the influence of service quality, product completeness, and price on consumer purchasing decisions at MR.DIY in Tarakan City.

Research Design and Methodology: A quantitative approach was applied using a survey method. The data were collected through non-probability sampling with a purposive sampling technique. The sample consisted of 190 consumers who had made at least two purchases at MR.DIY. The variables in this study were measured using a Likert scale. Multiple linear regression analysis was employed as the primary statistical tool, processed through SPSS version 25.

Findings and Discussion: The results revealed that service quality has a positive and significant influence on purchasing decisions, indicating that better service can enhance consumers’ intention to buy. Similarly, product completeness showed a significant positive effect, suggesting that a wide variety of available products increases consumer confidence in making a purchase. Price also demonstrated a considerable positive impact, confirming that affordable and competitive pricing supports consumer decision-making.

Implications: This study implies that retail management, particularly at MR.DIY Tarakan should focus on improving service delivery, ensuring product availability tailored to local needs, and offering competitive pricing strategies to stimulate customer purchasing behavior and business sustainability.

The Symbiotic Dance – How Agile Supply Chains and Strategic Marketing Orchestrate Brand Responsiveness to Evolving Consumer Demands

2025-09-10T23:02:58+07:00

Purpose: This study aims to develop and validate the Adaptive Brand Ecosystem model, a new framework that integrates marketing intelligence with agile supply chain execution to enhance organizational responsiveness and competitiveness. It hypothesizes that tighter integration between marketing and operations leads to superior market performance and customer retention.

Research Design and Methodology: The research employed a quantitative design using cross-sectional data from 214 companies across various global markets. Performance indicators such as response speed, inventory turnover, and customer retention were analyzed to measure the impact of marketing–supply chain integration. Additionally, case studies from Zara and Warby Parker were used to provide qualitative insights into real-world applications of adaptive capabilities.

Findings and Discussion: The findings reveal that firms with strong marketing–operations integration respond 68% faster to market changes, achieve 28% higher inventory turnover, and retain 22% more customers than competitors. The analysis highlights how dynamic market-sensing capabilities restructure supply chains to translate consumer insights into operational advantages.

Implications: The model provides executives with strategic guidance for building co-evolving marketing and supply chain systems and introduces tools such as the Demand Response Scorecard. For academics, theory advances by linking dynamic capabilities, market orientation, and operational flexibility, promoting a shift from market-responsiveness to market-propulsion.

Market Data Collection and Analysis Challenges for Accurate Marketing Strategies

2025-10-21T19:24:24+07:00

Purpose: This study evaluates companies' constraints in market data collection and analysis for developing accurate marketing strategies. It explores how fragmented data sources, inconsistent data quality, technological limitations, and organizational challenges hinder effective data-driven decision-making.

Research Design and Methodology: This research employs a qualitative approach through a systematic literature review (SLR), synthesizing insights from peer-reviewed journals, books, and credible databases. The analysis identifies common themes, challenges, and best practices in marketing strategy development related to market data management.

Findings and Discussion: The study identifies key challenges, including fragmented data platforms, inconsistent data standards, limited adoption of advanced analytical technologies, and organizational silos. These constraints lead to ineffective marketing strategies due to poor data integration and limited insights. The findings emphasize the importance of adopting advanced technologies, such as artificial intelligence (AI), machine learning (ML), and cloud-based platforms, alongside strengthening cross-functional collaboration and data literacy within organizations.

Implications: This study provides valuable insights for both academia and industry. For practitioners, it offers actionable strategies for overcoming data-related challenges, including investing in integrated data platforms, promoting cross-departmental collaboration, and enhancing employee analytical skills. Academically, it enriches existing literature by bridging theoretical frameworks with practical applications. Future research should focus on empirical validation and industry-specific case studies to further advance understanding in this field.

The Credibility Gap: Why 68% of Marketers Reject Superior AI Reports (200-CMO Blind Test)

2025-09-10T23:11:58+07:00

Purpose: A significant paradox undercuts artificial intelligence's promise in strategic marketing: while 92% of organizations already use AI-generated insights, 74% of executives distrust them for crucial decisions.

Research Design and Methodology: This study addresses the credibility dilemma by conducting a groundbreaking blind test with 200 Chief Marketing Officers from Fortune 500 companies, analyzing identical business challenges—half answered by premier AI platforms (GPT-4 and custom LLMs), and half by experienced human analysts.

Findings and Discussion: The technique found an unexpected discrepancy: whereas NLP assessment indicated AI matched or exceeded human report quality in 82% of cases, displaying higher predictive accuracy (+14%) and data comprehensiveness, executives rejected 68% of algorithmically generated insights. A multivariate study identified explanatory inadequacies as the crucial factor: AI's inability to communicate why patterns mattered (causal reasoning), base discoveries in operational realities (contextual framing), and structure insights coherently (narrative flow) accounted for 53% of the trust gap. This "analytics without understanding" dilemma was evident when CMOs ignored an AI report accurately predicting telecom churn because it overlooked how back-to-school tuition payments stretched household budgets—the explanation that made the helpful finding. The study proposes a hybrid approach that adds human-authored "why explanations" (about 47 words) to AI outputs, increasing adoption intent by 40% while maintaining 60% efficiency improvements.

Implications: These findings suggest viewing algorithm aversion as a fundamental epistemic reconciliation challenge—one where narrative intelligence links computational power and human judgment. As AI affects strategic decision-making, this study gives a trust calibration plan for maximizing its potential while maintaining interpretative depth.