Categorization of brand contact attributes in a public space. Study case: Lapangan Banteng Park Jakarta

Muhamad Rendy Abdillah, Achmad Hery Fuad

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationRecent Progress on
Subtitle of host publicationEnergy, Communities and Cities - Proceedings of International Symposium on Sustainable and Clean Energy, ISSCE 2019: Quality in Research 2019
EditorsYuliusman Yuliusman, Cindy Dianita
PublisherAmerican Institute of Physics Inc.
ISBN (Electronic)9780735419896
DOIs
Publication statusPublished - 4 May 2020
Event16th International Conference on Quality in Research, QiR 2019 - 2019 International Symposium on Sustainable and Clean Energy, ISSCE 2019 - Padang, Indonesia
Duration: 22 Jul 201924 Jul 2019

Publication series

NameAIP Conference Proceedings
Volume2230
ISSN (Print)0094-243X
ISSN (Electronic)1551-7616

Conference

Conference16th International Conference on Quality in Research, QiR 2019 - 2019 International Symposium on Sustainable and Clean Energy, ISSCE 2019
Country/TerritoryIndonesia
CityPadang
Period22/07/1924/07/19

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