MATA KULIAH : MANAJEMEN PEMASARAN Dosen: Dr. Ir. Kirbrandoko, MSM. INDIVIDUAL DETERMINANTS OF BRAND AFFECT: “THE ROLE OF THE PERSONALITY TRAITS OF EXTRAVERSION AND OPENNESS TO EXPERIENCE” MATA KULIAH : MANAJEMEN PEMASARAN Dosen: Dr. Ir. Kirbrandoko, MSM. Kelompok 4: Arief Budiman PO56134162.51E Donny Kristiyanto PO56133092.50E Haryo T. Bintoro PO56133162.50E Irwan Duni PO56133172.50E Novri Rulyasri PO56133232.50E Rialdy Fasha PO56133282.50E Soerjo Rahardjo PO56133312.50E Yusron PO56133362.50E
Brand equity - Aaker Brand Equity Brand Awareness Perceived Quality Brand Association Brand Loyalty
Brand loyalty pyramid – Aaker Commited Buyer Likes the Brand – Considers it a Friend Satisfied Buyer with Switching Cost Satisfied/Habitual Buyer No Reason to Change Switchers/Price Sensitive Indifferent – No Brand Loyalty
Pentingnya Brand affect untuk Brand loyalty Differentiation Share of Voice Utilitarian Value Hedonic Value Brand Trust Brand Effect Purchase Loyalty Attitudinal Loyalty Market Share Relative Price 26 32 68 46 33 25 30 27 21 35
Personality Traits – Big 5 Description Openness Curious, original, intellectual, creative, and open to new ideas. Concientiousness Organized, systematic, punctual, achievement oriented, and dependable Extraversion Outgoing, talkative, sociable, and enjoys being in social situations. Agreeableness Affable, tolerant, sensitive, trusting, kind, and warm. Neuroticism Anxious, irritable, temperamental, and moody
A consumer psychology of brand model – B. Smith
Risalah jurnal - hipotesa dan hasil Running Shoes Extraversion Hedonic value Openness Brand affect Purchase Loyalty Attitudinal Loyalty Affect 1 Affect 2 Affect 3 H1 H2 H3 H4 0,11 0.76 0.55 0.88 0.91 0.64 0.26 0.13 0.90 0.24
Implikasi bagi marketers Semakin pentingnya pemahaman human personality untuk mengelola brand affect dan pada akhirnya brand loyalty Hedonic value berperan besar dalam meningkatkan brand affect Emotional branding akan menentukan keberhasilan pengelolaan brand