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Articles 91 - 120 of 184
Full-Text Articles in Management Sciences and Quantitative Methods
Employer Branding: An Islamic Perspective, Norasyikin Binti Shaikh Ibrahim
Employer Branding: An Islamic Perspective, Norasyikin Binti Shaikh Ibrahim
The South East Asian Journal of Management
This paper discusses employer branding from an Islamic perspective. Islam is a way of life and so do the employer and employee relationship, which strengthens employer branding in an organization. The definition, importance and process related to employer branding are discussed in the context of human resource management, such as job satisfaction and work environment. In addition to that, related human resource management practices such as recruitment and selection were discussed in an Islamic context. Related concepts such as employee value proposition (EVP), ethics and Islamic values were discussed with reference from Al-Quran and Hadith. The paper concludes with a …
Causes, Effects, And Remedies In Conflict Management, Kamran Khan, Syed Karamatullah Hussainy, Yumna Iqbal
Causes, Effects, And Remedies In Conflict Management, Kamran Khan, Syed Karamatullah Hussainy, Yumna Iqbal
The South East Asian Journal of Management
While workplace conflicts have been widely studied in the literature, this research provides a holistic view of the causes and effects of such, and how managers or a management can resolve the conflicts among their teams and organization through a detailed, multidimensional framework carried out on one of the biggest textile firms of Pakistan. With an initial sample of 145 respondents, 37 questionnaires were dropped because of invalid and incomplete answers; therefore, the study was carried out on 108 respondents. Conflicts are a part of human nature, but management should play an important role in dealing with these issues, as …
Hazard Perception And Demand For Insurance Among Selected Motorcyclists In Lagos, Nigeria, Adeleke Ismaila, Olowokudejo Folake Feyisayo, Sunday Stephen Ajemunigbohun
Hazard Perception And Demand For Insurance Among Selected Motorcyclists In Lagos, Nigeria, Adeleke Ismaila, Olowokudejo Folake Feyisayo, Sunday Stephen Ajemunigbohun
The South East Asian Journal of Management
This study examines hazard perception effects on the demand for insurance with special focus on motorcycle riders in Lagos state. For this purpose, the researchers have been able to examine selected hazard perception determinants and their effects on the insuring attitude and desire of motorcycle riders. An explanatory research design was employed and a convenience sampling type of the nonprobability sampling technique was adopted. Data was gathered by interviews conducted at motorcycle parks along the Lagos-Badagry expressway. The sample consisted of 126 respondents made up of commercial motorcycle riders within the sample areas. Data collected was analysed using multiple regression …
Strategies To Increase Farmers' Financial Inclusion, Minto Yuwono, Rita Nurmalina Prof, Dr.Ir, Ms, Budi Suharjo Dr.Ir. Ms, Bunasor Sanim Prof, Dr.Ir, Msc
Strategies To Increase Farmers' Financial Inclusion, Minto Yuwono, Rita Nurmalina Prof, Dr.Ir, Ms, Budi Suharjo Dr.Ir. Ms, Bunasor Sanim Prof, Dr.Ir, Msc
The South East Asian Journal of Management
This research aims to determine the level of interest by farmers in using the services of formal financial institutions, especially digital financial services (DFS). The methods of the research were descriptive statistics and SEM analysis. The majority of respondents (50%) farmed an average area of land less than 0.5 hectares, 26% of respondents an average of 0.75-1 hectares and 24% of respondents an average of 0.5-0.75 hectares of land. Based on the status of land ownership, as many as 76% of respondents owned the property itself, 19% had a “lease” arrangement and 5% used state owned “arable”land. A total of …
Work-Family Conflict And Job Satisfaction: The Mediating Role Of Person-Organization Fit Study On Employees Of The Bri Aceh Region, Mahdani Ibrahim, Yusra Yusra
Work-Family Conflict And Job Satisfaction: The Mediating Role Of Person-Organization Fit Study On Employees Of The Bri Aceh Region, Mahdani Ibrahim, Yusra Yusra
The South East Asian Journal of Management
The objective of this research is to analyze the influence of person–organization fit (P-O fit) on work–family conflict (WFC) and job satisfaction (JS) relationships at Bank Rakyat Indonesia, Aceh Regional in Banda Aceh. The sample includes 127 employees, those who have worked more than two years. The data are collected via questionnaire. The equipment of data analysis is structural equation modeling (SEM), which proceeds using analysis of moment structure (AMOS). The results of the study show the varible P-O fit role as a mediator variable in the relationship of WFC and job satisfaction. WFC does not have a direct effect …
The Mediation Effect Of Trusting Beliefs On The Relationship Between Expectation-Confirmation And Satisfaction With The Usage Of Online Product Recommendation, Muhammad Ashraft, Noor Ismawati Jaafart, Ainin Sulaiman
The Mediation Effect Of Trusting Beliefs On The Relationship Between Expectation-Confirmation And Satisfaction With The Usage Of Online Product Recommendation, Muhammad Ashraft, Noor Ismawati Jaafart, Ainin Sulaiman
The South East Asian Journal of Management
Online Product Recommendations (OPRs) are increasingly available to online customers as a value-added self-service in evaluating and choosing a product. Research has highlighted several advantages that customers can gain from using OPRs. However, the realization of these advantages depends on whether and to what extent customers embrace and fully utilise them. The relatively low OPR usage rate indicates that customers have not yet developed trust in OPRs’ performance. Past studies also have established that satisfaction is a valid measure of system performance and a consistent significant determinant of users’ continuous system usage. Therefore, this study aimed to examine the mediation …
Empowerment Of The Few And Disempowerment Of The Many - Disempowerment In Thai ‘One Tambon One Product' Organizations (Otops), Thomas Diefenbach
Empowerment Of The Few And Disempowerment Of The Many - Disempowerment In Thai ‘One Tambon One Product' Organizations (Otops), Thomas Diefenbach
The South East Asian Journal of Management
Thai ‘One Tambon One Product’ organisations (OTOPs) have had considerable economic suc-cess since their initiation by the Thai government in 2001. However, in contrast to their ever-increasing economic relevance, OTOPs’ contributions to social development have been acknowl-edged and interrogated only very little. In particular the issue of empowerment, a key component of any social development whether within organisations, at community or even societal level, is strangely absent from any discourse about OTOPs. This article looks at how far the idea of em-powerment is realised within Thai OTOPs – or how far it is not realised. For this, a three-dimensional concept …
Employers’ Perspective Towards People With Disabilities: A Review Of The Literature, Sonali Heera, Arti Devi
Employers’ Perspective Towards People With Disabilities: A Review Of The Literature, Sonali Heera, Arti Devi
The South East Asian Journal of Management
The significance of employment for people with disabilities has gained interest among researchers. The successful inclusion of people with disabilities in the employment settings depends on the employers’ perspective towards their integration in the mainstream workforce. This review examines literature over the past 25 years with an attempt to assess the employers’ perspective and specifically, the factors influencing their perspective towards inclusion of people with disabilities in employment. A search of electronic databases has resulted in the selection and analysis of 44 articles. The literature indicates that employers’ perspective plays an important role in providing and maintaining employment opportunities for …
Contractor Work Preparation Process Improvement Using Lean Six Sigma, Asana Kusnadi, Gatot Yudoko
Contractor Work Preparation Process Improvement Using Lean Six Sigma, Asana Kusnadi, Gatot Yudoko
The South East Asian Journal of Management
To ensure the health and safety of their workforce and protection of their assets and the environment, a global oil and gas company operating in Indonesia requires comprehensive identification and evaluation of job hazards that were included in work permitting process prior work execution in the field. Based on 20 data points obtained in August 2013, start-working time for contractors who worked for Capital Project Management (CPM) Team in Facility B was in average at 09.05 a.m. The aim of this paper is to present how the firm implemented Lean Six Sigma to reduce non-added value activities while fulfilling to …
Segmentation Of Mobile Internet Users In The Indonesian Context: Insight For Mobile Internet Product Development Management, Sri Daryanti, Kristina Uli Simanjuntak
Segmentation Of Mobile Internet Users In The Indonesian Context: Insight For Mobile Internet Product Development Management, Sri Daryanti, Kristina Uli Simanjuntak
The South East Asian Journal of Management
This study strives to identify the market segment for mobile Internet based on demographic characteristics and technology usage behavior attributes. Market segment analysis is one of the most important factors for target market identification of products or services. Segmentation analysis is also very crucial to the success of product development management to ensure that products reach their potential customers or their target market effectively with the right marketing strategies, thereby ensuring peak profitability. In this segmentation research project, data were collected through a paper-based survey using nonprobability sampling among 232 respondents. Based on cluster analysis, the mobile Internet segment in …
Crucial Dimension In Organization Management Of Indonesian Islamic Almsgiving (Zakah) Institutions: Insights For Community Economic Empowerment, Sari Viciawati Machdum, Sri Daryanti, Johanna Debora Imelda, Isbandi Rukminto Adi
Crucial Dimension In Organization Management Of Indonesian Islamic Almsgiving (Zakah) Institutions: Insights For Community Economic Empowerment, Sari Viciawati Machdum, Sri Daryanti, Johanna Debora Imelda, Isbandi Rukminto Adi
The South East Asian Journal of Management
This research analyzed the crucial management dimensions or key elements oforganizations that have been managed as Islamic almsgiving institutions (zakahfunds) in Indonesia. Zakah funds are traditionally managed for a limited number ofbeneficiaries. Zakah funds are now collected and managed by professional Islamicor faith-based organizations and institutions at the national or regional level toachieve a wider range of beneficiaries. This article examines how two Islamicor faith-based organizations, herein named CV (commanditaire vennootschap)“X” and “Y” Foundation, manage small enterprise programs based on zakah toreach a wider range of beneficiaries. Using qualitative methods, the researchidentifies crucial dimensions in the management of organizational dynamics …
Examining The Dynamics Of Cooperation Between Competing Firms In Their R&D Activities (R&D Co-Opetition), Fakhraddin Maroofi
Examining The Dynamics Of Cooperation Between Competing Firms In Their R&D Activities (R&D Co-Opetition), Fakhraddin Maroofi
The South East Asian Journal of Management
The relationship between collaboration with competitors and goods innovation performance was investigated along with the moderating effect of the innovating firm's technological capability. The hypothesis that collaboration with competitors has an inverted U-shaped relationship with goods innovation performance was tested using data on new goods introductions from 749 Iranian firms. The results support the balance between competition and collaboration by confirming that collaboration with competitors contributes considerably to successful goods innovation. The positive influences of co-optation certainly seem consistent with the cooperative arguments that collaboration with competitors increases absorptive capacity, improves information exchange and facilitates joint problem solving. The results …
Work Overload And Turnover Intention Of Junior Auditors In Greater Jakarta, Indonesia, Andika Pradana, Imam Salehudin
Work Overload And Turnover Intention Of Junior Auditors In Greater Jakarta, Indonesia, Andika Pradana, Imam Salehudin
The South East Asian Journal of Management
This paper aims to analyze how work overload influences turnover intentions of newly hired junior auditors in public accounting offices. Job satisfaction, work related stress and work life conflicts are used as mediating variables between work overload and turnover intention. This study employed 141 auditors from several accounting firms operating in the Greater Jakarta region. The sample was selected using purposive sampling. Three mediation hypotheses were tested using Structural Equation Modeling (SEM). The results show that work overload has a significant effect on increasing turnover intention through both job satisfaction and work related stress. In comparison, work overload does not …
Csr Balanced Scorecard Systems And Business Performances: Smes Case Study, Edward Sek Khin Wong, Rusnah Muhamad, Lau Wee Yeap
Csr Balanced Scorecard Systems And Business Performances: Smes Case Study, Edward Sek Khin Wong, Rusnah Muhamad, Lau Wee Yeap
The South East Asian Journal of Management
This paper aims to examine the performance measurement using the CSR Balanced Scorecard system in SMEs firms in Malaysia. It investigates the relationships of the four perspectives of CSR Balanced Scorecard system toward performance measurement. The purpose of this paper is to investigate whether or not the improvement of the non-financial CSR measures will lead to the improvement of performance measures. To test these relationships, data were collected using the four perspectives approach introduced by Utting (2007). The finding indicates that the organizational business performance can be greatly increased by putting greater emphasis to CSR measures. The results also reveal …
Disaggregation Of Productivity Growth Of Indonesian Airports, Viverita Viverita, Ratih Dyah Kusumastuti
Disaggregation Of Productivity Growth Of Indonesian Airports, Viverita Viverita, Ratih Dyah Kusumastuti
The South East Asian Journal of Management
This paper reports the sources of productivity growth of 23 Indonesian airports foryears 2006-2010. Using input slack-based productivity index (ISP), we disaggregatetotal factor productivity change into each input productivity change. Apron areaand terminal area are chosen as input variables while aircrafts’ movement is theoutput. By classifying the airports based on two operators, this study finds thatairports under the management of Angkasa Pura 1 (AP1) show higher productivitygrowth than Angkasa Pura 2 (AP2), whose growth is mainly driven by technicalprogress in apron areas. Moreover, the productivity decline of AP2 was mostlydue to inefficient use of terminal areas.
Credit Control Management And Business Performances: The Malaysian Family Smes Perspectives, Edward Wong Sek Khin, Chong Kei Loong, Gurcharan Singh
Credit Control Management And Business Performances: The Malaysian Family Smes Perspectives, Edward Wong Sek Khin, Chong Kei Loong, Gurcharan Singh
The South East Asian Journal of Management
This study examined the relationship between control management and family business performance in the Malaysian context. It has two objectives, the first being to determine the relationship of organizational credit control policy and procedures, employee development and motivation, and intelligence collection systems to subsequent collection reports in Malaysian family SMEs. The second objective is to investigate the moderating effect of participation in decision-making and work effort towards innovation and business performance. This is a descriptive study involving 90 senior executives employed in 90 Malaysian family SMEs/firms. A correlation analysis from this study confirmed previous researchers’ observations that high-level organizational commitment …
Examining Malaysian Hotel Employees Organizational Commitment By Gender, Education Level And Salary, Hashim Fadzil Ariffin, Norbani Che Ha
Examining Malaysian Hotel Employees Organizational Commitment By Gender, Education Level And Salary, Hashim Fadzil Ariffin, Norbani Che Ha
The South East Asian Journal of Management
The purpose of this study is to investigate the Organizational Commitment (OC) among Malaysian hotel employees. The aim is to identify the perception of employees concerning OC that they have perceived at their workplace and, how gender, education level and range of salary affect them. The data have been collected through sets of questionnare answered by 624 respondents who are hotel employees in Malaysia. The dimensions of OC which are affective, continuance and normative have been analysed using exploratory factor analysis (EFA). The data then been analysed using t-test and analysis of variance (ANOVA) to find the significance differences between …
The Effect Of Asean Open Skies Policy 2015 Upon Opportunities For Low-Cost Carriers In Indonesia – A Case Study Of Pt. Citilink, Sri Nurhendiarni, Nila K. Hidayat, Linus Pasasa
The Effect Of Asean Open Skies Policy 2015 Upon Opportunities For Low-Cost Carriers In Indonesia – A Case Study Of Pt. Citilink, Sri Nurhendiarni, Nila K. Hidayat, Linus Pasasa
The South East Asian Journal of Management
The ASEAN Open Skies agreement is included in the ASEAN Economic Community’s blueprint and will be implemented in 2015. This study is intended to assist Citilink - an Indonesian low-cost carrier airline - in measuring its level of awareness and analyzing its SWOT towards the ASEAN Open Skies Policy 2015. This descriptive study utilizes quantitative and qualitative approaches and collected data from both primary and secondary sources. Questionnaires were distributed to Citilink Staff and analyzed using IBM SPSS and SPSS Amos. The awareness level of Citilink staff towards the ASEAN Open Skies Policy turned out to be high and the …
Organizational Culture, Absorptive Capacity, Innovation Performace And Competitive Advantage: An Integrated Assessment In Indonesian Banking Industry, Ahmad Adriansyah, Adi Zakaria Afiff
Organizational Culture, Absorptive Capacity, Innovation Performace And Competitive Advantage: An Integrated Assessment In Indonesian Banking Industry, Ahmad Adriansyah, Adi Zakaria Afiff
The South East Asian Journal of Management
The positive impact of absorptive capacity (ACAP) on innovation and the positive impact of innovation on competitive advantage have been proven in different research contexts. However, current knowledge on organizational culture that affects ACAP, innovation and competitive advantage as a whole, remains unclear. This article proposes a model to examine how organizational culture (developmental culture and rational culture) affects ACAP, innovation and competitive advantage, directly and indirectly as well. Surveyed data (in Indonesian Banking Industry) shows that both of organizational culture have a direct impact on ACAP. Only developmental culture has a direct impact on innovation. There is no culture …
Inclusiveness And Exclusiveness Of Japanese-Style Management Abroad - Some Evidence From South East Asia, Thomas Diefenbach
Inclusiveness And Exclusiveness Of Japanese-Style Management Abroad - Some Evidence From South East Asia, Thomas Diefenbach
The South East Asian Journal of Management
Research has shown that, when Japanese companies go abroad, they continue to apply their distinctive Japanese-style management – with perhaps some adaptation to local economic and socio-cultural contexts. What has not been researched so far is how inclusive or exclusive Japanese-style management is for those working within the organisation. Based on case studies carried out in eight Japanese companies in Cambodia, Thailand and Vietnam, this paper investigates how Japanese and local managers and employees are either included or excluded by the values, management styles and ways of decision-making prevailing in their company. The evidence not only shows differences in perceptions …
The Relative Effects Of Logistics, Coordination And Human Resource On Humanitarian Aid And Disaster Relief Mission Performance, Aida Idris, Saiful Nizam Che Soh
The Relative Effects Of Logistics, Coordination And Human Resource On Humanitarian Aid And Disaster Relief Mission Performance, Aida Idris, Saiful Nizam Che Soh
The South East Asian Journal of Management
Most studies on humanitarian aid and disaster relief (HADR) missions suggest that the quality of logistics, coordination and human resource management will affect their performance. However, studies in developing countries are mainly conceptual and lack the necessary empirical evidence to support these contentions. The current paper thereby aimed to fill this knowledge gap by statistically examining the effects of the abovementioned factors on such missions. Focusing on the Malaysian army due to its extensive experience in HADR operations, the paper opted for a quantitative approach to allow for a more objective analysis of the issues. The results show that there …
Credit Participation And Credit Source Selection Of Vietnam Small And Medium Enterprise, Nguyen Anh Hoang, Toshitsugu Otake
Credit Participation And Credit Source Selection Of Vietnam Small And Medium Enterprise, Nguyen Anh Hoang, Toshitsugu Otake
The South East Asian Journal of Management
This study is an attempt to investigate the motivation behind the decision to participate in the credit market of SMEs from perspectives of behavioral finance and social capital theories. In addition, the study also examines the effect of behavioral finance and social capital factors on the credit source selection among SMEs. This study’s design strategy involves conducting questionnaire surveys to SMEs owners and statistical techniques to analyze the determinants of credit participation and credit source selection of borrowers. The findings showed that personal traits of SMEs owners/managers in terms of behavioral finance factors such as debt and risk attitudes, present …
Open Source System As Innovation In Organizations: A Managerial Perspective On Its Adoption, Noor Ismawati Jaafar, Sharifah Fazlinda Sheikh Yahya
Open Source System As Innovation In Organizations: A Managerial Perspective On Its Adoption, Noor Ismawati Jaafar, Sharifah Fazlinda Sheikh Yahya
The South East Asian Journal of Management
This study identifies the factors that have a direct effect on a manager's decision towards Open Source System (OSS) enterprise system adoption in Malaysia. Using the Technology-Organization-Environment (TOE) framework, the research is initiated by inviting the managers in Malaysian organizations who implemented OSS. A survey was conducted via online OSS social communities and by sending emails to shortlisted public. A total of 124 managers from 124 organizations responded to the survey and the results showed that four out of six factors were found significant in this study. In the technological context, ‘perceived relative advantage’, ‘perceived compatibility and trialability’ and ‘perceived …
The Influence Of Perceived Organizational Injustice Towards Workplace Personal Web Usage And Work Productivity In Indonesia, Nur Fathonah, Yanki Hartijasti
The Influence Of Perceived Organizational Injustice Towards Workplace Personal Web Usage And Work Productivity In Indonesia, Nur Fathonah, Yanki Hartijasti
The South East Asian Journal of Management
Workplace personal web usage (WPWU) is an employee’s activity in using internet for non-related task during working hours. It is considered a counterproductive behavior when done excessively because it can interrupt employee’s productivity, but it can increase creativity and eliminate boredom when used in a rational amount. The objective of this study was to prove whether perceived organizational injustice had influence on WPWU which affected work productivity. A total of 222 respondents working in various industries were gathered through web-survey. By using multinomial logistic regression analysis, this study found that high level use of internet for unrelated jobs between 2 …
Leadership Development Experiences Of Women Leaders In State-Owned Enterprises In Indonesia, Yuliana Dewi, Riani Rachmawati
Leadership Development Experiences Of Women Leaders In State-Owned Enterprises In Indonesia, Yuliana Dewi, Riani Rachmawati
The South East Asian Journal of Management
Similar to many other countries in the world, Indonesia has been experiencing the increasing number of women workers participation both in formal and informal sectors. While in formal sector the number of female employees has increased from around 10 millions in 2008 to nearly 13 millions in 2011; in informal sector the figure is even doubled: more than 28 millions in 2008 to more than 30 millions in 2011. However to date, women workers are associated with low-skilled, low-wage workers who work in precarious working environment. Women are seldom hold managerial position both in public and private sector. The proportion …
Factors That Influence The Dissemination Of Knowledge In Technology Transfer Among Malaysian Manufacturing Employees, Mughaneswari Ap Sahadevan, Mohd Haniff Jedin
Factors That Influence The Dissemination Of Knowledge In Technology Transfer Among Malaysian Manufacturing Employees, Mughaneswari Ap Sahadevan, Mohd Haniff Jedin
The South East Asian Journal of Management
The meaning of technology transfer is so wide but mostly involving some form of technology-related exchange. However, in this particular paper, technology transfer is consider as a concept to examine the process of disseminating knowledge and skills that a person owned to another person in order to generate higher productivity with new approach of producing a particular product or service. Although, many researchers have explored the evolution of technology transfer, nonetheless some drivers are yet to be explored in a Malaysian manufacturing industry. This study, therefore attempts to determine the relationship between absorptive capacity, transfer capacity, communication motivation and learning …
Households Perceptions On Factors Affecting Resilience Towards Natural Disasters In Indonesia, Viverita Viverita, Ratih Dyah Kusumastuti, Zaäfri Ananto Husodo, Lenny Suardi, Dwi Nastiti Danarsari
Households Perceptions On Factors Affecting Resilience Towards Natural Disasters In Indonesia, Viverita Viverita, Ratih Dyah Kusumastuti, Zaäfri Ananto Husodo, Lenny Suardi, Dwi Nastiti Danarsari
The South East Asian Journal of Management
Most areas in Indonesia are prone to natural disasters. Learning the lessons from the Aceh Tsunami in 2004, areas with high risks of natural disasters are in the process of preparing themselves for such an unexpected event, by increasing their resilience. The objective of this study is to shed more lights on factors affecting the resilience from two sources namely, existing literatures and the application of disaster management in four disaster-prone areas in Indonesia -Padang, Sleman, Cilacap, and Palu. To enrich our analysis, we collect data from the field to compare the preparedness and to get insights on people’s perceptions …
The Effect Of Post-Purchase Perceived-Value Towards The Relationship Quality Of Hajj And Umrah Travel Agencies In Indonesia, Kiki Oktora, Adrian Achyar
The Effect Of Post-Purchase Perceived-Value Towards The Relationship Quality Of Hajj And Umrah Travel Agencies In Indonesia, Kiki Oktora, Adrian Achyar
The South East Asian Journal of Management
One out of four people in the world is a Moslem, and Indonesia ranks first on the biggest Moslem population in the world. Hundreds of thousands of people go to Makkah each year to make Hajj (pilgrimage). Hajj and Umrah travel agencies as providers of Hajj and Umrah packages are becoming important in Indonesia, as their number is about two hundred agencies. However, there has been little discussion about Hajj and Umrah, especially on Hajj and Umrah travel agencies. The purpose of this paper is to identify the relationships of post-purchase perceived-value to relationship quality, which consists of satisfaction, commitment, …
The Influence Of Sponsor-Event Congruence In Sponsorship Of Music Festivals, Penny Hutabarat, Gita Gayatri
The Influence Of Sponsor-Event Congruence In Sponsorship Of Music Festivals, Penny Hutabarat, Gita Gayatri
The South East Asian Journal of Management
This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM). The result shows the sponsor-event congruence variable has a positive impact toward brand image and attitudes toward the brand sponsor. Brand Image also has a positive impact toward purchase intention; in contrary attitudes …
Influence Of Brand Equity And Movieliking Can Override Impact Of Misleading Brand Placement Toward Brand Attitudes, Adi Zakaria Afiff, Westi Noria Furi, Denyza Wahyuadi Metroprawiro
Influence Of Brand Equity And Movieliking Can Override Impact Of Misleading Brand Placement Toward Brand Attitudes, Adi Zakaria Afiff, Westi Noria Furi, Denyza Wahyuadi Metroprawiro
The South East Asian Journal of Management
The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, 3 experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie …