Article Per Year (5 Year)
p-Index From 2019 - 2024
0.444
P-Index
This Author published in this journals
All Journal Jobmark: Journal of Branding and Marketing Communication
Wawan Setiawan
MIX Marketing & Communication
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Brand Guardian in a ‘Fragile’ Society Dyah Hasto Palupi; Dwi Wulandari; Nurur Bintari; Wawan Setiawan
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.66

Abstract

Although the duties and responsibilities of brand guardianship are on a collective scale, their success depends on the hard work of each brand guardian according to their roles and capacities. In the era of disruption, the challenges are even more significant and more diverse.
Ramadan, Pandemic, and Consumer-Audience Behaviors Wawan Setiawan
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.154

Abstract

During Ramadan, in Indonesia (the country with the largest Muslim population in the world), brand communication and product marketing, both themed and related to Ramadan, are always rife. How do consumers and audiences react to it? This article uses a descriptive analysis approach to dissect the latest secondary data from trusted research institutions. Research shows that household cleaning product brands are the most popular among consumers. This fact is not surprising because this year's Ramadan, like the last two Ramadans, Indonesia is still in a pandemic, although not as bad as before. Interestingly, the data also shows the high purchase of iftar products by non-Muslim consumers. Indonesia is a Muslim-majority country with an excellent tolerant culture, allowing free interaction and consumption among consumers with different ethnic and religious backgrounds. Media content that is widely watched by consumer audiences and media consumption behavior has also shifted. This study is helpful for brand owners or managers as a reference for brand communication strategies and product marketing. It is also helpful for scholars to examine the unique behavior of consumers and audiences during Ramadan, which researchers still rarely touch.
Co-Authors Dwi Wulandari Dyah Hasto Palupi Nurur Bintari