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p-Index From 2020 - 2025
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All Journal Jobmark: Journal of Branding and Marketing Communication
Permatasari, Yulinda S.
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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.
Branded Content Analysis of Kahf Web Series 'Demi Masa' Bioldy, Ersal; Murtadha , Hasan Ali; Permatasari, Yulinda S.
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.391

Abstract

This study analyzes the content of the Kahf web series, a skincare and grooming brand for men in Indonesia, entitled 'Demi Masa,' Season 1, as a strategy for building brand awareness. Using the Branded Content Analysis (BCA) method with a qualitative-instrumental approach, the results show that the marketing strategy of Kahf products and the storyline in the series are very natural to the identity of the Kahf product itself. The narrative touches the audience through the image's appearance, the actors who play the role, and the placement of Kahf products that are adjusted to the storyline. It can be seen that the narrative of 'Demi Masa', which is inspired by one of the verses in the holy book of the Koran, plays a significant role in shaping the Islamic identity of the Kahf brand and in Kahf's efforts to preach and invite consumers to contemplate through the brand narrative about the importance of time. This study provides an in-depth understanding of the strategy of building brand awareness for a product through storytelling and creative content, as well as inspiring other brands.
Co-Authors Bioldy, Ersal Fanani, Roby Zul Lasuardy, Andi Murtadha , Hasan Ali Murtadha, Hasan Ali Novianda, Olga Sartika, Forestya