Adi Zakaria Afiff
Universitas Indonesia

Jurnal Manajemen ##issue.vol## 15, 1 (2011)
Publisher : Tarumanagara University

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The findings of previous research on brand extension supports the importance of perceived fit in reaching favorable consumer evaluation. However studies under the condition of weak perceived fit of brand extension is still very limited, espeally in the service market. This study combines both weak perceived fit and service market to see how product knowledge of the parent brand and brand extension strategy influences the evaluation of brand extension using a 2x2x2 factorial experimental design. The results shows that product knowledge has signficance influence of supporting favorable brand extension evaluation under weak perceived fit condition; brand extension stragegy (direct and associative/indirect) inflluence, on the other hand, was not supported in this study. The later result raise the question of the importance of using different brand extension strategies when introducing new products. The former results that shows strong support for the importance of product knowledge, on the other hand, shows the importance of making sure that the different target market for a weak perceived fit brand extension also has a strong product knowledge of the parent brand.  

Revisiting the Miles and Snow Typology: Strategic Path Mediates Business Strategy and Resource Configuration for Innovation

The South East Asian Journal of Management ##issue.vol## 7, 1 (2013)
Publisher : Department of Management Faculty of Economics University of Indonesia

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This article provides the results of an exploratory study that investigated the effect of Capability Lifecycle Path on attaining effective adaptation through innovation. Based on Miles and Snow (1978), an empirical study was conducted to explore whether performing firms are those that indicate consistency within the strategy, process, structure and Capability Lifecycle Path arrangement. The basic premise of this study is adaptability for sustainability, where firms go through adaptation cycles through Business Model Innovation would perform well when they are able to consistently create value and effectively manage adopted business models, or denoted as Business Model Effectiveness. Using data obtained from seven Indonesian firms in various industries, PLS Analysis was conducted to investigate the relationships between Business Strategy, Firm Resource Configuration, Capability Lifecycle Path and Business Model Effectiveness. Findings indicated that Capability Lifecycle Path, or decisions made on the development of capabilities at the mature stage, is an important part of the series of decisions made during adaptation to ensure performance.

The Addition of Spiritual Dimension on Customer Value to Investigate the Relationship of Customer Value, Customer Satisfaction and Behavior Intention on Islamic Banks Saving Products in Indonesia

Asean Marketing Journal ##issue.vol## 1, 1 (2009): June 2009
Publisher : Asean Marketing Journal

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This study propose the addition of a spiritual dimension in the formation of customer value, in addition to the functional, social and emotional dimension of customer value that has already been empirically tested in previous studies, among customers who own saving products at Islamic banks in Indonesia. The study also investigate the relationship between customer value and customer satisfaction, and the relationship between customer satisfaction and customer behavioral intentions among these Islamic banks customers. The results show that spiritual dimension is significantly related to the customer value together with all three other dimensions (functional, social and emotional) of customer value. All dimensions have significant relationship with customer value. Finally the results also show that customer value positively influence customer satisfaction, and customer satisfaction positively influence customer behavior intentions.Keywords: Spiritual dimension, customer value, islamic bank product

Micro and Small Entrepreneur Social Ads: The Influence of Risk Perception as Measured by Self-Monitoring and Social Expectation on Poverty Reduction Social Ads in Indonesia

Asean Marketing Journal ##issue.vol## 2, 2 (2010): December 2010
Publisher : Asean Marketing Journal

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Regardless of the growing usage of social ads in Indonesia, the effectiveness of these social ads has not really been assessed. One theme of the social ads that is related to the poverty problem in this country is the micro and small entrepreneur social ads, namely a number of related social ads issued by the government that persuades its audience to release themselves from poverty by becoming micro and small entrepreneurs that is supported by low cost loans from the government.As becoming a micro or small entrepreneur has both an individual and a social risk perception, a 2x2x2 experiment was conducted using self-monitoring to represent the individual risk perception, social expectation to represent the social risk perception and message framing; to see how these 3 factors affect the target audience attitude toward the message of becoming a micro and small entrepreneur. The result of the study shows that self-monitoring, the individual risk perception, has the strongest influence over the audience’s attitude, in which the higher the self-monitoring characteristic of the audience the more positive the attitude formed toward the message. Social expectation and message framing does not show any direct significant influence, however the interaction of the 2 factors show significant influence toward the attitude the message.Keywords: social ads, self monitoring, social expectation, message framing 

How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes

The South East Asian Journal of Management ##issue.vol## 8, 1 (2014)
Publisher : Department of Management Faculty of Economics University of Indonesia

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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, three 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.

Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as aModerating Fit on Brand Performance

Asean Marketing Journal ##issue.vol## 5, 2 (2013): December 2013
Publisher : Asean Marketing Journal

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This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performanceKeywords: brand personality, brand personality congruence, customer value hierarchy, price-quality relationship, self-construal, and self-regulatory focus


Jurnal Manajemen. Volume 17, Nomor 1, Tahun 2013
Publisher : Jurnal Manajemen.

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This study explain how the use of luck priming in print advertising which occurred in Indonesia recently has an effect on how consumers with believe insuperstition develops their product evaluation, especially when they are experiencing product failure. We expand previous study on the relationship of consumers believe in superstition and product failure by further examining their repurchase intention of the product using 2x2 factorial experimental design. The findings confirmed that luck priming and belief in superstition have significant influence on consumers satisfaction, which shown as greater consumers dissatisfaction on product with luck priming for those with weak belief in superstition. However, our hypotheses in the influence of luck priming and belief in superstition on repurchase intention was also statistically supported. This evidence reinforce previous studies on belief in superstition as a chronic belief which stays in mind of a consumer.