Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Ilomata International Journal of Management Ilomata International Journal of Management
Lukitasari, Mutia Wella
Unknown Affiliation
Decision Sciences, Operations Research & Management Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Public Relations Communication Strategies in Building Consumer Branding: Analysis of Unilever Company Hermanses, Bintang; Jove, Balqis Tiara; Lukitasari, Mutia Wella
Ilomata International Journal of Management Vol. 5 No. 1 (2024): January 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v5i1.1098

Abstract

This article examines the Public Relations (PR) communication strategies employed by Unilever in building and maintaining a strong consumer branding. The study aims to understand how Unilever integrates PR communication strategies and adapts to the digital and social media era to create positive relationships with consumers. The research follows a qualitative approach, utilizing data collection techniques such as market research and consumer trend analysis and utilized a systematic Literature Review (SLR) method. The analysis reveals that Unilever emphasizes transparency, honesty, and consistency in their brand messages and values. They actively engage with consumers through social and environmental initiatives, creating a responsible and caring brand image. The results demonstrate that Unilever's PR strategies have successfully built a strong consumer branding and generated sustainable customer loyalty. The findings have implications for companies seeking to establish a positive and sustainable brand image in a competitive global market.
Public Relations Communication Strategies in Building Consumer Branding: Analysis of Unilever Company Hermanses, Bintang; Jove, Balqis Tiara; Lukitasari, Mutia Wella
Ilomata International Journal of Management Vol. 5 No. 1 (2024): January 2024
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v5i1.1098

Abstract

This article examines the Public Relations (PR) communication strategies employed by Unilever in building and maintaining a strong consumer branding. The study aims to understand how Unilever integrates PR communication strategies and adapts to the digital and social media era to create positive relationships with consumers. The research follows a qualitative approach, utilizing data collection techniques such as market research and consumer trend analysis and utilized a systematic Literature Review (SLR) method. The analysis reveals that Unilever emphasizes transparency, honesty, and consistency in their brand messages and values. They actively engage with consumers through social and environmental initiatives, creating a responsible and caring brand image. The results demonstrate that Unilever's PR strategies have successfully built a strong consumer branding and generated sustainable customer loyalty. The findings have implications for companies seeking to establish a positive and sustainable brand image in a competitive global market.
Co-Authors Hermanses, Bintang Jove, Balqis Tiara