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Journal : ASEAN Marketing Journal

BUILDING BRAND RESONANCE: OPTIMIZING SYMBOLIC BRAND REPUTATION AND CUSTOMERS’ EMOTIONAL VALUE Saputra, Murry Harmawan; Ardyan, Elia; Tanesia, Cindy Yoel; Ariningsih, Endah Pri
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Paper Research Aims: The objective of this research is to create a conceptual model that explains how the process of building and increasing brand resonance by constructing important factors regarding consumer perceptions of brands, such as brand love, brand attitude, emotional customer value, and symbolic brand reputation. Design/methodology/approach: The respondents were owners and users of Toyota Fortuner car in Indonesia. There was questionnaires distributed directly to the Toyota Fortuner car users in several big cities in Indonesia (Yogyakarta, Semarang, Bandung, Jakarta, and Surabaya). Research Findings: The acceptance of all proposed hypotheses shows the importance of brand love, brand attitude, emotional customer value, and symbolic brand reputation in increasing the success of building brand resonance, so that the company is able to make customers have a strong bond with the brand. Theoretical Contribution/Originality: The theoretical model of this research could be utilized as an essential reference in developing a brand management model through the CBBE approach. The originality of this research is placed on the new conceptual model development, in order to build a strong brand resonance. Practitioner/Policy Implication: This research has distinctly indicated that there were three methods to drive increased brand resonance that companies could adopt in setting the brand policies. These three important things included increasing the symbolic brand reputation and customers’ emotional value, increasing the positive attitude of customers towards the brand (brand attitude), and increasing the consumer's affection for the brand. Research limitation/Implications: This research utilizes samples on only one automotive brand and company.
Co-Authors . Ismunawan . Pardi Abigail Wulung Achmad Asqar Adelfy, Muhammad Fadel Adindah Novihartina Jafar Adindah Novihartina Jafar Aditya Halim Perdana Kusuma Putra Putra Aditya M. Kouwagam Kouwagam Alex Maritz Alicia Stephanie Gunawan Amdar, Amdar Amir Sholehuddin, Thoriq Andreas Angdris, Jacqueline Fidelia Angelina Jocelyn Djunaidy Anggriani, Andi Nurhalizah Anggriawan, Claudia Ari Susanti Ari Susanti Ari Susanti Arselia Stefy Arianto Asriah Syam Atika Ayu Ismawati Atika Ayu Ismawati, Atika Ayu Barnabas Theodore Pistos Utomo Kaya Bilyan Putra Sari Putra Sari Biondy, Mel Budi Istiyanto Budi Istiyanto Budi Carolina Novi Mustikarini Chaerani , Fatimah Rezky Chandra , Clarine Eugenia Chandra, Angelica Aurelia Christina Sudyasjayanti Cindy Yoel Tanesia Cindy Yoel Tanesia Cindy Yoel Tanesia Cipta C. Perdana Claudia, Jenica Constantine, Winston Cosmas Gatot Haryono Daniel Kurniawan David Sundoro Deasy Widya Hayu Deni Setiadi Deni Setiadi, Deni Denny Bernardus Dewanta, Yunus Hani Diana Aqmala Dina Martha Hutapea Diondre Theodore Djiwono, Andy Kifli Edelshia Salli Padang Endah Pri Ariningsih Erwin Erwin Erwin Erwin Parega Fadma Sari Felicia Wong Fenti Winda Sari Fenti Winda Sari, Fenti Winda Fintikasari, Indah Fongiman, Evelyn Khezya Fransisca Jovita Amelfdi Gaitedy, Novyanti Ginanjar Rahmawan GINANJAR RAHMAWAN Ginanjar Rahmawan, Ginanjar Gobai, Febbi Afrelia Goncalves, Manuel Gracia Ongkowijoyo Hafiz Kurniawan Hafiz Kurniawan, Hafiz Hani Sirine Hasim , Natalsjha Angelique Ersten Uno Heny Kurnianingsih Heny Kurnianingsih, Heny Hertanto, Noel Hestin Mutmainah, Hestin Ida Ayu Kade R. Kusasih, Ida Ayu Kade R. Indah Fintikasari Indri Wijayanti Ismunawan Ismunawan, Ismunawan Istiatin Ivan, Johanes Jason Hartanto jodhinata, andreas Kasih, Agatha Febrina Kasmir Syariati Laisila, Maya Lauwis, Angelica Liesapali, Karin Liliputra, Angelique Leticia Linawati Linawati Lorens, Stenly Luhgianto Mahesha Al Mubarak Maichal Maichal Maichal Manuel Goncalves Marselinus, Sayrina Cantika Metta Padmalia Michel Vincencia Michel Vincencia Mouritzio Harapan Plate Muchtar Muchtar Murry Harmawan Saputra Murry Harmawan Saputra Mustikarini, Carolina Novi Mustikarini, S.E., M.Sc, Dr. Carolina Novi Natali Ika Widjaya Nico Lucky Wijaya Novi Yuniarti Novika Ayu Triany Novika Ayu Triany Oky Tira Ayuda Oky Tira Ayuda, Oky Tira Olivia T. Putri, Olivia T. Oscarius Yudhi Ari Wijaya Palino , Patricia Putri Pardi, . Parega, Erwin Purnomo, Windy Rahman, M. Dandi Rahmat Zulfikar Raqi Rabbani Nugraha S.E., M.M, Asriah Syam, S.E., M.M, Dr. Monalisa, Sadely, Arya Sanapang, Gracela Marisa Sani, Fadhil Ali Sentosa, Gwyneth Rachel Setyiawan, Clarissa Febraskynova R. Shak, Devin Riady Siahaan, Paroloan Sinar Dharmayana Putra Sinar Dharmayana Putra Sobhan Arisian Sonata Christian St Salmah Sharon Stiven Gunawan Suade, Yuyun K. M. Suciawan, Ariell Goldina Sutanto, J.E Suwanto, Vanessa Leviane Syahril Sidik Syam, Asriah Syarif, Siti Fadilah tandoko, jason Tanesia, Cindy Yoel Tanesia, S.E., MBA, Cindy Yoel Tanus, Evelyn Destiana Thedy, Patricia Aprilia Theodore, Diondre Toding, Luciana Alriani Tony Antonio Tunjung Candra Ervia Danis Utama, Vionisia Efelin Utomo Wibisono Utomo Wibisono Vionisia Efelin Utama Vlady Marcelo Sorensen Wibisono, Utomo Wicaksana, Gideon Carakaardi Widiarti, Ary Wijaya, Cynthia Wijaya, Faustin Venus Wijaya, Oscarius Yudhi Ari Wijaya, Oscarius Yudhi Ari Wijaya, Windy Angelica Widya Willar, Ayumi Elizabeth Pricillia Williams, Jason Winarto Poernomo Winata . Winata ., Winata Winata Winata Winata, Winata Wirakusuma, Alvin Wirawan, Kevin Wisnu Sancoyo Wisnu Sancoyo, Wisnu Wulung, Abigail Shanen Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade