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All Journal International Research Journal of Business Studies (E-Journal) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Distribusi NUSANTARA : Jurnal Ilmu Pengetahuan Sosial MABIS: Manajemen dan Bisnis Jurnal Gema Ngabdi ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Jurnal Pustaka Aktiva : Pusat Akses Kajian Akuntansi, Manajemen, Investasi, dan Valuta Publikasi Ilmiah Bidang Pengabdian Kepada Masyarakat (SIKEMAS) Innovative: Journal Of Social Science Research
Sulaimiah, Sulaimiah
Fakultas Ekonomi Dan Bisnis Universitas Mataram
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : International Research Journal of Business Studies (E-Journal)

 1 
FOREIGN BRAND ADMIRATION AMONG YOUNG CONSUMERS IN INDONESIA Sulhaini*, Sulhaini; Sagir*, Junaidi; Sulaimiah*, Sulaimiah
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 13, No 1 (2020): April - July 2020
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (289.478 KB)

Abstract

This study extends the theoretical understanding of the positive and negative emotions of consumers towards foreign vs local brands by providing conceptualisation and measurement of foreign brand admiration and passive brand hate towards local brands. The study incorporates hedonic value dominance and home country image, which is the image of a consumer?s own country. The results show that young consumers in a developing country are both passive brand haters towards local brands and foreign brand admirers. When they possess an inferior image of their home country, they show admiration towards foreign brands. The positive emotion is however mainly influenced by hedonic value dominance, which also have a great contribution to passive brand hate toward local brands. As they have strong negative emotion, they tend to admire foreign brands that offer more hedonic values. In comparison to the negative emotion, the positive emotion indeed has a much stronger contribution toward willingness to pay more for foreign brands. The paper provides useful managerial implications for foreign brand and local brand owners to compete in the country?s market place.Keywords:Hedonic value dominance, Foreign brand admiration, Passive brand hate, Home country image* Department of Management, the University of Mataram. Jl. Majapahit No.62, Gomong, Kec. Selaparang, Kota Mataram, Nusa Tenggara Bar. 83115, Indonesia https://doi.org/10.21632/irjbs.13.1.33-47
Foreign Brand Admiration Among Young Consumers in Indonesia Sulhaini Sulhaini; Junaidi Sagir; Sulaimiah Sulaimiah
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 13, No 1 (2020): April - July 2020
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study extends the theoretical understanding of the positive and negative emotions of consumers towards foreign vs local brands by providing conceptualisation and measurement of foreign brand admiration and passive brand hate towards local brands. The study incorporates hedonic value dominance and home country image, which is the image of a consumer’s own country. The results show that young consumers in a developing country are both passive brand haters towards local brands and foreign brand admirers. When they possess an inferior image of their home country, they show admiration towards foreign brands. The positive emotion is however mainly influenced by hedonic value dominance, which also have a great contribution to passive brand hate toward local brands. As they have strong negative emotion, they tend to admire foreign brands that offer more hedonic values. In comparison to the negative emotion, the positive emotion indeed has a much stronger contribution toward willingness to pay more for foreign brands. The paper provides useful managerial implications for foreign brand and local brand owners to compete in the country’s market place.Keywords:Hedonic value dominance, Foreign brand admiration, Passive brand hate, Home country image* Department of Management, the University of Mataram. Jl. Majapahit No.62, Gomong, Kec. Selaparang, Kota Mataram, Nusa Tenggara Bar. 83115, Indonesia https://doi.org/10.21632/irjbs.13.1.33-47
Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective Sulhaini Sulhaini; Rusdan Rusdan; Sulaimiah Sulaimiah; Rahman Dayani
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 15, No 1 (2022): April - July 2022
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.15.1.39-52

Abstract

This study examines relationships between foreign brand halo effect and beauty consciousness on self-brand connection in beauty consumption. It also investigates the moderating role of age on these relationships. Data is gathered through an online survey focusing on two South Korean beauty (K-beauty) brands. The results contribute to consumer–brand relationships and international marketing literatures. There is no difference between young adult female and mature adult female consumers in the influence of beauty consciousness on self-brand connection. However, there are substantial differences between the two groups of consumers in the influence of the foreign brand halo effect on self-brand connection. Also, the halo effect exhibits the greatest influence on willingness to pay more. Consumers are also willing to pay more for brands from countries that have a positive image. https://doi.org/10.21632/irjbs.15.1.39-52 
Co-Authors anggriani, rini Baiq Ismiwati Dayani, Rahman Djoko Suprayetno Djoko Suprayetno Hanny Hafiar Junaidi Sagir Ni Nengah Anggi Dwiani Nur Azizah Rahman Dayani Rahman Dayani Rina Putri Rahayu Rusdan . Rusdan Rusdan Rusdan Rusdan Salsa Dela Asmarini Santi Nururly Santy Nururly Siti Nurmayanti Sulhaini Sulhaini