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All Journal Kinerja Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora JURNAL ILMIAH MANAJEMEN & BISNIS Gadjah Mada International Journal of Business JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Teori dan Terapan Jurnal Ecopsy International Research Journal of Business Studies (E-Journal) MABIS: Manajemen dan Bisnis International Journal of Business Economics (IJBE) Brilliance: Research of Artificial Intelligence Jurnal Abdi Masyarakat Multidisiplin ASEAN Marketing Journal Jurnal Manajemen dan Bisnis Madani International Journal of Entrepreneurship and Sustainability Studies Jurnal Pengabdian Kepada Masyarakat El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam International Research Journal of Business Studies Jurnal Kawistara
Iin Mayasari
Universitas Paramadina
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : ASEAN Marketing Journal

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Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions Mayasari, Iin; Wiadi, Iyus
ASEAN Marketing Journal Vol. 9, No. 1
Publisher : UI Scholars Hub

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The objective of the research was to analyze the internal aspects of individual consumer to perceive the massive prestige brands. The brand chosen was influenced by conspicuousness, uniqueness, functional value, extended-self, hedonism, exploration, value consciousness, vanity. The research used quantitative approach by conducting a survey college students, workers and housewives. A total of 300 questionnaires were distributed, but only 243 questionnaires were used for further analysis. The data were analyzed by multiple regressions. Conspicuousness consumption had an effect on purchasing of massive prestige brands positively and it was significant. Uniqueness had an effect on purchasing of massive prestige brands positively but it was not significant. Extended-self had an effect on purchasing of massive prestige brands positively and but it was not significant. Hedonism had an effect on purchasing of massive prestige brands positively and it was significant. Exploration had an effect on purchasing of massive prestige brands positively and it was significant. Consciousness value had an effect on purchasing of massive prestige brands negatively and it was significant. Vanity had an effect on purchasing of massive prestige brands positively and it was significant.
The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers Mayasari, Iin; Haryanto, Handrix C
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents through semi-structured depth interviewing. Research Findings: The critical finding provides the context of Asian consumers related to local brands. Emerging local brands can grow if the organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism associated with the domain of consumer-brand relationships among Asian consumers. Practitioner/Policy Implication: The local brands should be perceived that all brands are not similar in the same category. Research limitation/Implications: The elements of brand anthropomorphism can create brand personality. Keywords: Brand anthropomorphism, brand congruity, brand personality.
Co-Authors Adrian A. Wijanarko Adrian A. Wijanarko Adrian Azhar Wijanarko Adrian Azhar Wijanarko Ahmad Azmy Anita Maharani Aris Subagjo Christharyanto, Handrix Dewi Kurniaty Diki Gita Purnama, Diki Gita Fadillah, Fadillah Wahyu Saputri Fatchiah E. Kertamuda Gilang Cempaka Handi Risza Handrix Chris Haryanto Handrix Chris Haryanto, Handrix Chris Haryanto, Handrix C Hendrowati, Retno Iyus Wiadi Iyus Wiadi Iyus Wiadi Iyus Wiadi Iyus Wiadi Janni Beatrix Mandowally Janni Beatrix Mandowally Kariathi, Ni Nyoman Trida Lingga Yuliana Maemar Chadavid Syamtar Mochammad Rivee Arham Mundzir, Ahmad Muthia Pramesti Muthia Pramesti, Muthia Niken Iwani Surya Putri Niken Iwani Surya Putri, Niken Iwani Surya Nurliya Apriyana Prima Naomi Rini S. Pramono Ritzka Yauma Putri Driarkoro Rizka Driarkoro Rofikoh Rokhim Siti Adelia Quraniah Sofia, Asriana Issa Tia Rahmania Willy Abdillah