cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Bambang Sukma Wijaya
Contact Email
bswijaya98@yahoo.com
Phone
+6221-5261448
Journal Mail Official
bswijaya98@yahoo.com
Editorial Address
Editorial office of Jobmark: Journal of Branding and Marketing Communication Bakrie University, Jl. HR Rasuna Said, Kav. C-22, Epicentrum Kuningan Jakarta Selatan 12920
Location
Kota adm. jakarta selatan,
Dki jakarta
INDONESIA
Jobmark: Journal of Branding and Marketing Communication
Published by Universitas Bakrie
ISSN : -     EISSN : 28072510     DOI : https://doi.org/10.36782/jobmark
Core Subject : Humanities, Science, Education, Art, Social,
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences
Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, Jobmark follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 52 Documents
 2   3   4   5   6 
Creative Brand Publicity in Outdoor Advertising: An Analysis of Gojek Billboard Using CBP Theory Putri, Vega Ismaryani; Anggraini, Indri; Mountina, Natasya Sarah
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.401

Abstract

In 2017, Gojek captured public attention through a distinctive billboard campaign at the Kuningan intersection in Jakarta. The billboard featured a minimalist design with long text narrating everyday stories, creating a striking departure from conventional outdoor advertising. This phenomenon reflects the growing importance of creative brand publicity in shaping consumer perceptions. This study analyzes the campaign through the lens of Creative Brand Publicity (CBP) theory, focusing on the integration of Mood, Moment, and Movement as core elements of brand communication. A qualitative descriptive approach was employed, involving textual analysis of billboard content, observation of audience responses, and examination of social media interactions that amplified the campaign’s reach. The findings reveal that Gojek’s billboard successfully elicited emotional resonance, strengthened brand awareness, and reinforced its image as a relatable, human-centered brand. The campaign’s virality on digital platforms demonstrated how offline publicity can seamlessly extend into online engagement, producing significant audience interaction. Notably, the study highlights that billboard effectiveness is not determined solely by location or visual appeal, but by the brand’s ability to deliver relevant narratives that resonate with everyday experiences. Theoretically, this research contributes to the development of CBP theory by demonstrating the contextual application of its three elements in producing wide publicity and meaningful audience engagement. In practice, the insights provide guidance to marketers on designing outdoor advertising strategies that combine simplicity, emotional appeal, and narrative relevance to achieve effective brand communication.
Five Dimensions of Food Branding Wijaya, Bambang Sukma
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.485

Abstract

This article tackles the mounting complexity of food branding in a market that is increasingly competitive and culturally diverse. The study's aim is to conceptualize and articulate five key dimensions that comprehensively define effective food branding. Utilizing a narrative review methodology, the article synthesizes existing literature and industry practices to construct a multidimensional framework. The findings reveal five critical dimensions: Presentable, which focuses on the visual, spacial, and aesthetic presentation of food and beverages to attract consumers; Representable, which delves into the symbolic and cultural perception of these products; Talkable, which emphasize the communication and social sharing aspects that facilitate brand conversations; Relatable, which highlights the emotional, social, and cultural connections that brands establish with consumers; and Tastable, which pertains to the sensory experience of taste and how sociocultural influences shape it. This framework provides a holistic understanding of food branding that integrates tangible and intangible elements, equipping marketers and researchers with a novel lens to evaluate and design branding strategies. The article’s novelty lies in its comprehensive synthesis of these five dimensions, bridging gaps between sensory experience, cultural meaning, and communication dynamics, and advancing theoretical and practical food and beverage marketing insights.

Page 6 of 6 | Total Record : 52

 2   3   4   5   6 

Filter by Year

2019 2026


Reset
Filter By Issues
All Issue Vol. 6 No. 2 (2026): JOBMARK Vol 6 No 2 (January-June 2026) Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024) Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024) Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023) Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023) Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022) Vol. 3 No. 2 (2022): JOBMARK Vol 3 No 2 (January-June 2022) Vol. 3 No. 1 (2021): JOBMARK Vol 3 No 1 (July-December 2021) Vol. 2 No. 2 (2021): JOBMARK Vol 2 No 2 (January-June 2021) Vol. 3 No. 1 (2021): JOBMARK July-December 2021 Vol. 2 No. 1 (2020): JOBMARK Vol 2 No 1 (July - December 2020) Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020) Vol. 2 No. 1 (2020): JOBMARK July - December 2020 Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019) More Issue