International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Vol. 3 No. 1 (2024): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE

Brand Positioning and Psychological Ownership: A Study on Yamaha, Honda and Suzuki Motorcycles in Indonesia

Sutisna, Sutisna (Unknown)
Rustandi, Tata (Unknown)

Article Info

Publish Date
30 Jan 2024

Abstract

Brand positioning is crucial for marketers because strong brand positioning will make the brand easy to remember by consumers. This study aims to find out how strong the brand positioning of Yamaha, Honda and Suzuki motorcycles is in Indonesia. In addition, they also want to know the brand positioning of certain brands related to ownership, especially psychological ownership. The number of respondents in this study was 398, and the analysis method used was a paired average difference test and one-way ANOVA. The study results show that Honda's brand positioning is stronger than Yamaha and Suzuki. Only Honda owners consider Honda to have a stronger brand positioning than Yamaha and Honda. Yamaha and Suzuki owners consider that the brand positioning of Yamaha and Suzuki is not different between the two and with Honda

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Journal Info
International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Website

Abbrev

home

Publisher

Yayasan Education Social Center Publisher

Subject

Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

Description

IJOMRAL is a multidisciplinary forum for the publication of articles and research and discussion of issues that bear upon and enfold all the field. focuses on a broad range of topics covering all topic form Research or Literature Review that are of regional and World ...