TY - GEN
T1 - Categorization of brand contact attributes in a public space. Study case
T2 - 16th International Conference on Quality in Research, QiR 2019 - 2019 International Symposium on Sustainable and Clean Energy, ISSCE 2019
AU - Abdillah, Muhamad Rendy
AU - Fuad, Achmad Hery
N1 - Funding Information:
This paper was funded under the grant of Hibah PIT 9 2019 by the Directorate of Research and Community Engagement Universitas Indonesia. We wish to express our special gratitude to all who have participated and helped us to finish this study.
Publisher Copyright:
© 2020 Author(s).
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/5/4
Y1 - 2020/5/4
N2 - A brand cannot be created without the context of consumers. People need to interact with the brand to create the brand itself. The interaction through communication between consumers and a brand is called brand contacts. Brand contacts that are repeated and then received in people's minds create a different image for each person. That image contributes to the establishment of a public place brand and determines an individual's perception and perspective towards the brand. For a brand contact to occur, it needs a vehicle called brand contact attributes to accommodate the interaction between the consumers and the brand. This paper aims to explore and reveal people's responses towards brand contact attributes in a public space. Kano's model and I-S model were used as a tool to examine the differences between brand contact attributes in a public place. These models utilize fulfillment, satisfaction, and importance value to assess the brand contact attributes. Lapangan Banteng Park, located in Central Jakarta, was chosen as a site for the study. The attributes that involve possible physical contact in Lapangan Banteng Park were categorized into five quality attributes based on Kano's model. The I-S model determines the character and quality of the attributes and recommends a basis for further action as required by the specific attributes of a public place. The results show that there are brand contact attributes in Kano's model categories that may be placed differently in the I-S model quadrant.
AB - A brand cannot be created without the context of consumers. People need to interact with the brand to create the brand itself. The interaction through communication between consumers and a brand is called brand contacts. Brand contacts that are repeated and then received in people's minds create a different image for each person. That image contributes to the establishment of a public place brand and determines an individual's perception and perspective towards the brand. For a brand contact to occur, it needs a vehicle called brand contact attributes to accommodate the interaction between the consumers and the brand. This paper aims to explore and reveal people's responses towards brand contact attributes in a public space. Kano's model and I-S model were used as a tool to examine the differences between brand contact attributes in a public place. These models utilize fulfillment, satisfaction, and importance value to assess the brand contact attributes. Lapangan Banteng Park, located in Central Jakarta, was chosen as a site for the study. The attributes that involve possible physical contact in Lapangan Banteng Park were categorized into five quality attributes based on Kano's model. The I-S model determines the character and quality of the attributes and recommends a basis for further action as required by the specific attributes of a public place. The results show that there are brand contact attributes in Kano's model categories that may be placed differently in the I-S model quadrant.
UR - http://www.scopus.com/inward/record.url?scp=85096438378&partnerID=8YFLogxK
U2 - 10.1063/5.0002571
DO - 10.1063/5.0002571
M3 - Conference contribution
AN - SCOPUS:85096438378
T3 - AIP Conference Proceedings
BT - Recent Progress on
A2 - Yuliusman, Yuliusman
A2 - Dianita, Cindy
PB - American Institute of Physics Inc.
Y2 - 22 July 2019 through 24 July 2019
ER -