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p-Index From 2020 - 2025
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All Journal Jobmark: Journal of Branding and Marketing Communication
Sartika, Forestya
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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How an Automotive Brand Corrupts: Insights from the 2015's Volkswagen Dieselgate Fanani, Roby Zul; Sartika, Forestya; Bioldy, Ersal; Novianda, Olga; Lasuardy, Andi; Permatasari, Yulinda S.; Murtadha, Hasan Ali
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.303

Abstract

The giant German automotive manufacturer, Volkswagen (VW), was involved in the most significant case of falsifying emissions standards in automotive history in 2015, and this case caused VW to suffer losses of €32 billion. VW is suspected of manipulating verbal and non-verbal messages by involving many media. This article aims to dissect the communication corruption committed by VW in falsifying its standard emission test data. Communication corruption is an act or event in the communication process that reduces the rights of the public or audience to receive messages completely and correctly according to the facts, both normative facts and contemplative facts, by taking advantage of the power, strength, or authority they possess. In analyzing this theory, four dimensions can be seen: message, media, context, and behavior. The analysis results show that VW corrupted the exhaust emissions message on diesel-engined vehicles. VW admitted its mistake after compelling evidence and mounting public pressure. In the media dimension, VW corruptively communicates its benefits through television commercials, outdoor advertising, and digital media. The corrupt communication context of VW includes culture, situation, targets, norms, and values. At the same time, the behavioral dimension is related to immoral and even illegal actions from the Dieselgate scandal, such as manipulating special software on diesel engines to cheat emissions tests to smooth distribution permits. This case teaches brands that messages should always be conveyed openly and transparently so as not to harm many parties, especially the company itself.
Branderpreneurship Framing Analysis of LALULA in Developing Business and Brand Values Fanani, Roby Zul; Lasuardy, Andy; Sartika, Forestya
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i2.392

Abstract

The growth of startups and micro, small, and medium enterprises (MSMEs) in Indonesia has given birth to local children's fashion business brands that can compete closely with the desires of the mother segment, who want their children to look fashionable, quality, and up-to-date. This study analyzes how LALULA, a local children's fashion brand, builds and implements brand value using Qualitative Branderpreneurship Framing Analysis (QI.BFA). The study delves into the brand's strategic efforts from the seven elements of the Branderpreneurship's Circle of Values ​​Development (BrandCoVD) framework, showcasing the innovative strategies and frameworks implemented by LALULA to build and implement its brand value. Data were collected through in-depth interviews with various parties who work as employees at LALULA and analysis of related documents. The study results show that LALULA focuses on product value through product innovation, creative marketing, and building close customer relationships. These findings provide valuable insights for practitioners and academics about the importance of Branderpreneurship in developing sustainable brand value, equipping them with practical knowledge for their own brand development endeavors.
Co-Authors Bioldy, Ersal Fanani, Roby Zul Lasuardy, Andi Lasuardy, Andy Murtadha, Hasan Ali Novianda, Olga Permatasari, Yulinda S.