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p-Index From 2020 - 2025
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All Journal Economics, Business and Management Science Journal Golden Ratio of Marketing and Applied Psychology of Business
silviya, ine
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Economics, Econometrics & Finance

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Kanye West's Adidas Era: Influence on Branding, Consumers, and Market Response Sarjono, Haryadi; Raharja, Robertus Ronaldinho; Khayla Adzra Armelia; Sindhikara, Kathleen; Aulia , Rachel; silviya, ine
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i2.984

Abstract

This study aims to investigate the business impact of the Kanye West controversy on Adidas, focusing on brand management, consumer perception, and market response.  Using extensive research methods and data analysis, the study examines the multifaceted impact of West's actions on the Adidas brand ecosystem.  The study explores how the interplay between West's public persona and Adidas' image management strategies affect consumer attitudes and purchasing behavior.  The investigation reveals impacts across market segments and geographic regions while evaluating the effectiveness of Adidas' crisis management initiatives to mitigate negative impacts and maintain brand equity amidst turbulent times.  The study also highlights the evolving nature of celebrity endorsements and their implications for modern-day brand partnerships.  By combining theoretical frameworks with empirical evidence, the study contributes to a deeper understanding of the complex dynamics that shape brand-consumer relationships in the context of celebrity endorsements and corporate branding strategies.  Ultimately, the study emphasizes the importance of proactive brand management and adaptive marketing strategies in navigating the dynamic contemporary brand management landscape.
COVID-19 Impact on Korean Films and Netflix Revenue Sarjono, Haryadi; Gulzar, Ayesha; Nisa, Gadis Aura; Kok, Michelle; Nirbita, Shabira Zora; Silviya, Ine
Economics, Business and Management Science Journal Vol 5, No 2 (2025): Economics, Business and Management Science Journal, August
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i2.774

Abstract

The COVID-19 pandemic has significantly affected the health, economic and social sectors, including the film industry. In 2020, the South Korean film industry experienced a 73.3% decline in revenue, from 226.68 million tickets sold in 2019 to only 59.52 million tickets after cinemas closed. In contrast, Netflix experienced an increase in the number of global subscribers by 16 million in the first quarter of 2020. The South Korean film industry adapted to this condition through various strategies, including releasing films directly to streaming platforms, collaborating with Netflix for content distribution, and adjusting production budgets to maintain industry expectations. In comparison, similar trends are occurring in Hollywood and Europe, where the film industry is turning to video-on-demand services as a primary distribution alternative. This study analyzes the impact of the pandemic on the South Korean film industry and Netflix's role in maintaining the existence and profitability of this sector amidst the global crisis.
Co-Authors Aulia , Rachel gulzar, ayesha Haryadi Sarjono Khayla Adzra Armelia kok, michelle nirbita, shabira zora nisa, gadis aura Raharja, Robertus Ronaldinho Sindhikara, Kathleen