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"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 liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement."

"Product Placement merupakan cara memasarkan yang sudah tidak asing dan banyak dilakukan. Berasal dari film Hollywood dan diadaptasi untuk dilakukan di Indonesia. Penelitian ini dimaksudkan untuk melihat perbandingan penilaian akan konsumen mengenai brand attitude akan product placement yang dilakukan secara tepat maupun yang tidak tepat (misleading brand placement). Penelitian ini berbentuk penelitian eksperimen dengan menggunakan analisis statistik deskriptif terhadap 140 orang mahasiswa program sarjana reguler Universitas Indonesia sebagai partisipan. Riset eksperimen ini berbentuk factorial design 2x2 ( jenis product placement & karakter product placement). Hasil penelitian menunjukkan bahwa brand attitude terhadap suatu merek atau produk akan meningkat setelah konsumen melihat brand atau produk tersebut ada di dalam sebuah film baik dilakukan secara prominent ataupun subtle dan juga jika dilakukan dengan correct dan misleading brand placement

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Product placement is a general marketing activity that has often been conducted. Originated from hollywood movies and then adapted to be used in indonesia. The research was intended to see the perception comparison of the consumers towards a brand attitude of the conducted product placement whether it is accurate or inaccurate (misleading product placement). This research is an experimental research using descriptive statistical analysis on 140 under graduate regular students of UI as the participants. The experimental research form is a 2x2 factorial design (types and characters of product placement). The result shows that the attitude towards a brand or a product increases after consumers see the products or brands appear in a movie, despite the appearance was prominent or subtle and whether the priduct placement was conducted correctly or misleading."

"Pertumbuhan Film Indonesia beberapa tahun terakhir diikuti dengan menjamurnya kemunculan product placement di dalamnya. Beberapa film yang mengambil setting pada tahun lawas justru sering memunculkan brand-brand yang sebenarnya belum ada pada saat itu. Munculnya beberapa brand pada setting cerita film di waktu yang salah tersebut (misleading), dilakukan oleh beberapa brand yang menjadi TOP Brand. Apakah ketidakhati-hatian ini akan berdampak negatif kepada brand attitude dari konsumennya? Dalam tesis ini dilakukan penelitian mengenai brand attitude mahasiswa terhadap brand yang melakukan misleading product placement pada Film Indonesia. Tujuan dari penelitian ini untuk mengetahui apakah brand equity dan film sebagai media product placement dapat meredam misleading product placement. Metode penelitian menggunakan eksperimen 2x2 (Misleading Product Placement: 1x Exposure dan 2x Exposure) x (Brand Equity: Known Brand dan Unknown Brand) untuk studi 1, sedangkan studi 2 menggunakan eksperimen 2x1 (Misleading Product Placement) x (Movie: Favorite dan Least Favorite). Hasil penelitian tesis ini, bahwa ternyata misleading product placement memiliki dampak negatif terhadap brand attitude konsumen mahasiswa serta brand equity dan film dapat meredam misleading product placement. Sehingga para marketers dan brand owners disarankan agar berhatihati dalam melakukan product placement.

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The Indonesian Film growth in Indonesia in recent years is followed by emergence of product placement in it. Some of the films that take old setting often raises brands that have not been occured at that time. The emerging of some brand on the setting of the film at the inappropriate time (misleading), performed by some brand that became TOP Brand. Is the carelessness will impact negatively on the brand attitude of consumers?

In this research about student attitude toward the brand that is doing product placement in the Indonesian movies. The purpose of this study is to examine whether brand equity and movie as a product placement medium to reduce the misleading product placement.

This research uses 2x2 Experimental Design (Misleading Product Placement: 1x and 2x Exposure Exposure) x (Brand Equity: Brand Known and Unknown Brand) for first study, whereas second study uses Experimental 2x1 (Misleading Product Placement) x (Movie: Favorite and Least Favorite).

The results of this research is that the misleading product placement actually has negative impacts on student consumer brand attitude, and also brand equity and movie can reduce misleading product placement. Therefore, marketers and brand owners are advised to be careful in doing product placement."

"ABSTRAKSaat ini, terjadi perubahan perilaku konsumen dalam keputusan pembelian merekayang lebih melihat pada persepsi atas brand dibandingkan realita produk tersebut.Hal ini menyebabkan terjadinya perubahan pola pikir dari product-blame menjadibrand-blame. Mengingat persepsi adalah hal yang sangat sensitif dan mudahberubah, maka brand orientation dapat menjadi pilihan strategi perusahaan untukmemenangkan konsumen, kompetisi dan pasar. Berdasarkan hal-hal tersebut,peneliti mengadakan penelitian mengenai brand orientation pada UMKM danpengaruhnya terhadap kinerja keuangan UMKM. Penelitian ini menggunakanmetode SEM. Kesimpulan yang diperoleh pada penelitian ini adalah brandorientation berpengaruh positif terhadap kinerja keuangan UMKM.

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ABSTRACTConsumer behaviour has changed recently. Consumer base their decision ofpurchasing much more on their perception of the brand, other than the productreality. Mindset are shifting from product-blame to brand-blame. Because thenature of perception are very sensitive dan easily change, brand orientation can bestrategic option for company to survive dan win the competition, consumer, andmarket. Therefore, researcher wants to study about brand orientation on MSMEsand it impacts on financial performance on MSMEs. Structural EquationModelling Method was used. The study reveals that brand orientation has positifimpact on financial performance on MSMEs."

"Beberapa tahun ini mulai muncul kelompok konsumen baru yang dinamakan environmental friendly consumers. Kelompok konsumen ini ialah konsumen yang lebih memperhatikan dampak dari konsumsi suatu merek terhadap lingkungan dalam proses pemilihan sebuah merek. Penelitian ini bertujuan untuk melihat bagaimana pengaruh dari green brand positioning, green brand awareness, green brand image dan attitudes toward green brand terhadap green brand purchase intention. Penelitian ini menggunakan sampel responden yang memiliki AC selain merek Panasonic dan belum pernah membeli AC merek Panasonic, berdomisili di Jabodetabek. Data yang didapatkan kemudian diolah dengan metode analisis Structural Equation Modelling (SEM). Hasilnya, seluruh variabel berpengaruh positif terhadap green brand purchase intention kecuali green brand awareness.

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In recent years, there is a new consumers group named environmental friendly consumers. The group consists of consumers who care about the effect that caused by certain brand in their decision making process. The purpose of this research is to examine the effects of green brand positioning, green brand awareness, green brand image, and attitudes toward green brand on green brand purchase intention. Its sample are who haven?t bought AC Panasonic, has AC and live in Jabodetabek. It use Structural Equation Modelling (SEM) method. The result is all the variables are significantly influence green brand purchase intention, except green brand awareness."

"Kemajuan teknologi digital, environmental, social, and governance (ESG) telah diubah menjadi model digital environmental, social, and governance (DESG) yang dapat direalisasikan sebagai gerakan strategis yang berpotensi untuk bisnis berkelanjutan. Namun demikian, masih terdapat kekurangan penelitian mengenai bagaimana praktik DESG perusahaan berdampak pada ekuitas merek dan sikap pelanggan. Untuk itu, penelitian ini bertujuan untuk mengetahui pengaruh digital environmental, social, and governance (DESG) terhadap brand equiy dengan Customer attitudes sebagai variabel mediasi antar keduanya. Sampel yang digunakan dalam penelitian ini merupakan pelanggan yang pernah membeli produk dengan merek dari PT Unilever Indonesia. Terdapat sebanyak 200 resonden terkumpul yang menggunakan purposive sampling. Kemudian diolah dan dianalisis menggunakan Structural Equation Method (SEM). Hasil penelitian menunjukkan bahwa dalam upaya pengembangan berkelanjutan pada lingkup sosial dan tata kelola dimediasi dengan sikap pelanggan dapat meningkatkan ekuitas suatu merek dari perusahaan. Upaya pengembangan berkelanjutan pada lingkup lingkungan dapat mempengaruhi sikap pelanggan, namun sikap pelanggan tidak dapat menjadi mediator antara upaya pengembangan berkelanjutan pada lingkup lingkungan dengan ekuitas merek.

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Advances in digital, environmental, social, and governance (ESG) technology have been transformed into a digital environmental, social, and governance (DESG) model that can be realized as a strategic movement with potential for sustainable business. However, there is still a paucity of research on how companies' DESG practices impact brand equity and Customer attitudes. For this reason, this study aims to determine the effect of digital environmental, social, and governance (DESG) on brand equity with Customer attitudes as a mediating variable between the two. The sample used in this study is a Customer who has purchased a branded product from PT Unilever Indonesia. There were 200 respondents collected using purposive sampling. Then processed and analyzed using the Structural Equation Method (SEM). The results of the study show that in an effort to sustainably develop the social and governance spheres, mediated by Customer attitudes can increase the brand equity of a company. Sustainable development efforts in the environmental sphere can influence Customer attitudes, but Customer attitudes cannot mediating between sustainable development efforts in the environmental sphere and brand equity."

"[Pertumbuhan konsumen kelas menengah atas menimbulkan tren gaya hidupbaru di Jakarta, yaitu konsumsi restoran kelas menengah atas khususnya pada tiperestoran casual-dining. Penelitian ini bertujuan untuk menganalisa hubungan antaravariabel-variabel Service Qualities yaitu Physical Environment Quality, InteractionalQuality, dan Outcome Quality, serta pengaruhnya terhadap variabel ConsumerUtilitarian Attitudes Toward Brands, Consumer Hedonic Attitides Toward Brands,dan Brand Preference dari konsumen restoran casual-dining. Penelitian inimenggunakan sampel konsumen berusia 18-33 tahun yang pernah mengunjungirestoran casual-dining di Jakarta dalam kurun waktu 6 (enam) bulan terakhir denganmetode non-probability sampling. Data hasil penelitian dioleh menggunakan metodeStructural Equation Modeling. Hasil penelitian menunjukkan bahwa PhysicalEnvironment Quality, Interactional Quality, dan Outcome Quality salingberhubungan dan memiliki pengaruh positif satu sama lain. Kemudian, InteractionalQuality dan Outcome Quality memiliki pengaruh positif terhadap Utilitarian Attitudedan Hedonic Attitude. Pada akhirnya, Utilitarian Attitude dan Hedonic Attitudeterbukti memiliki pengaruh positif terhadap Brand Preference.;he growth of middle-class consumers creates new lifestyle trend in Jakarta.The new lifestyle trend is consumption of upper-middle class restaurants, specificallycasual-dining restaurants. The purpose of this research is to analyze the relationshipbetween the variables of Service Qualities, which are Physical Environment Quality,Interactional Quality, and Outcome Quality, as well as their effects on ConsumerUtilitarian Attitudes Toward Brands, Hedonic Attitudes Toward Brands, and BrandPreference in casual-dining restaurants. This research uses sample of young adultconsumers from 18-33 age group who have visited casual-dining restaurant inJakarta in the last 6 (six) months using non-probability sampling method. The datacollected then analyzed using Structural Equation Modeling method. The result of thisresearch shows that Physical Environment Quality, Interactional Quality, andOutcome Quality are interrelated and have positive effects on each other.Interactional Quality and Outcome Quality positively affect Utilitarian Attitude andHedonic Attitude. Finally, Utilitarian Attitude and Hedonic Attitude positively affectBrand Preference.;he growth of middle-class consumers creates new lifestyle trend in Jakarta.The new lifestyle trend is consumption of upper-middle class restaurants, specificallycasual-dining restaurants. The purpose of this research is to analyze the relationshipbetween the variables of Service Qualities, which are Physical Environment Quality,Interactional Quality, and Outcome Quality, as well as their effects on ConsumerUtilitarian Attitudes Toward Brands, Hedonic Attitudes Toward Brands, and BrandPreference in casual-dining restaurants. This research uses sample of young adultconsumers from 18-33 age group who have visited casual-dining restaurant inJakarta in the last 6 (six) months using non-probability sampling method. The datacollected then analyzed using Structural Equation Modeling method. The result of thisresearch shows that Physical Environment Quality, Interactional Quality, andOutcome Quality are interrelated and have positive effects on each other.Interactional Quality and Outcome Quality positively affect Utilitarian Attitude andHedonic Attitude. Finally, Utilitarian Attitude and Hedonic Attitude positively affectBrand Preference., he growth of middle-class consumers creates new lifestyle trend in Jakarta.The new lifestyle trend is consumption of upper-middle class restaurants, specificallycasual-dining restaurants. The purpose of this research is to analyze the relationshipbetween the variables of Service Qualities, which are Physical Environment Quality,Interactional Quality, and Outcome Quality, as well as their effects on ConsumerUtilitarian Attitudes Toward Brands, Hedonic Attitudes Toward Brands, and BrandPreference in casual-dining restaurants. This research uses sample of young adultconsumers from 18-33 age group who have visited casual-dining restaurant inJakarta in the last 6 (six) months using non-probability sampling method. The datacollected then analyzed using Structural Equation Modeling method. The result of thisresearch shows that Physical Environment Quality, Interactional Quality, andOutcome Quality are interrelated and have positive effects on each other.Interactional Quality and Outcome Quality positively affect Utilitarian Attitude andHedonic Attitude. Finally, Utilitarian Attitude and Hedonic Attitude positively affectBrand Preference.]"

"For students, managers and senior executives studying Brand Management. Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States"