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Ali, M., Kamal Eldin, M. (2023). Enhancing brand loyalty based on ceramic promotional giveaways produced by small ceramic Enterprises. International Design Journal, 13(2), 179-191. doi: 10.21608/idj.2023.288316
Marwa Zakaria Mohamed Ali; Mohamed Mahmood Kamal Eldin. "Enhancing brand loyalty based on ceramic promotional giveaways produced by small ceramic Enterprises". International Design Journal, 13, 2, 2023, 179-191. doi: 10.21608/idj.2023.288316
Ali, M., Kamal Eldin, M. (2023). 'Enhancing brand loyalty based on ceramic promotional giveaways produced by small ceramic Enterprises', International Design Journal, 13(2), pp. 179-191. doi: 10.21608/idj.2023.288316
Ali, M., Kamal Eldin, M. Enhancing brand loyalty based on ceramic promotional giveaways produced by small ceramic Enterprises. International Design Journal, 2023; 13(2): 179-191. doi: 10.21608/idj.2023.288316

Enhancing brand loyalty based on ceramic promotional giveaways produced by small ceramic Enterprises

Article 13, Volume 13, Issue 2 - Serial Number 50, March and April 2023, Page 179-191  XML PDF (1.56 MB)
Document Type: Original Article
DOI: 10.21608/idj.2023.288316
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Authors
Marwa Zakaria Mohamed Ali1; Mohamed Mahmood Kamal Eldin2
1Lecturer – Ceramic Department, Faculty of Applied Arts -Helwan University,
2Lecturer – Advertising Department, Faculty of Applied Arts -Helwan University, m_kamal@a-arts.helwan.edu.eg
Abstract
This paper deals with the study of enhancing brand loyalty based on ceramic promotional giveaways, where companies need to find preferences, and strategic procedures to create a field for defining the identity, adding value to it, and turning it into something unique in the mind of the customer, which can be achieved by choosing the customer to buy a product repeatedly from the same brand instead of using a product offered by a competitor, promotional are among the means that contribute to repeat purchases and enhance brand loyalty.
This paper aims to use ceramic products as promotional giveaways, due to the extent to which the ceramic material is close to the consumer and its association with his culture. And with the availability of raw materials and successive technological revolutions in the field of ceramics, not only to create products of distinct value but also to achieve sustainability and development for small and micro projects, which play a pivotal role in social and economic progress in general and industrial development.
There is still much room for discussion on how to use ceramic products as promotional giveaways for local brands and their role in enhancing brand loyalty. And how to emphasize the importance of using ceramic products as a promotional tool to enhance brand loyalty. And to study the extent to which consumers accept ceramic products as promotional giveaways. And to find marketing solutions for the products of small ceramic projects. Through a research sample of 124 people, it was verified the importance of ceramic promotional giveaways in repeat purchases, achieving value, and enhancing brand loyalty.
The paper included an analytical study of a number of ceramic giveaways that were presented in the Egyptian market for a number of international products, including Nescafe, Indomie, and Pizza Hut. The analytical study that dealt with the visual identity elements used in these giveaways, in addition to the usefulness and aesthetics of the giveaways, showed the production methods related to each product.
The study found that these giveaways depend on industrial quantitative production methods because most of them are international brands that offer their promotions on a large scale, and this makes it difficult for companies with smaller local brands to use such methods in their promotional giveaways. which constitutes an obstacle in resorting to these methods despite their high marketing effectiveness Despite the quality of the manufactured ceramic product, its success with international brands depends on marketing the brand identity and does not carry the marketing characteristics appropriate to the culture of the local markets.
Through an applied experiment to propose a number of promotional giveaways to Abu Auf Company (a company specialized in marketing seeds, oils, spices, and coffee), a shape for a coffee pot, a soup bowl, and a set of nuts dishes were proposed. Those giveaways were supported by the visual identity elements of the brand logo, colors, and typography, to verify the validity of the hypotheses.
The results of the study came to confirm the importance of using offers and making good planning of promotional giveaways, supporting them with the elements of the visual identity of the brand, which contributes to prompting the recipient to repeat purchases and helps to imprint the identity of local brands in the user's mind, finally enhances loyalty to those brands. The study also confirmed that the utilitarian ceramic products produced by small and micro enterprises and the aesthetic values they carry in achieving the identity of local brands, and their competitiveness with high quality and competitive price.
Keywords
Brand Loyalty; Promotional Giveaways; SMEs
Supplementary Files
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