Branding and firm performance, the role and influence of brand value and brand equity

Glanfield, Keith

doi:10.4324/9781315160450-3

Cited by 1 publication

(1 citation statement)

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“…Marketing activities are not merely offering products or services so that potential buyers arise the desire to buy. Marketing activities are also used as brand reminders so that their products are always in the minds of consumers (Glanfield, 2018).…”

Section: Introductionmentioning

confidence: 99%

Kopiko Product Placement in Korean Drama on Brand Awareness

Ivena,

Natalia

2023

j-cmre

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Kopiko, one of the products of PT Mayora Indah Tbk appears as a product placement in the Korean drama "Hometown Cha-Cha-Cha". Kopiko is a coffee candy from Indonesia with the benefit of relieving drowsiness. This research aims to determine the effect of Kopiko's product placement in the Korean drama "Hometown Cha-Cha-Cha" on the brand awareness of South Korean people who live in South Korea. The theory used in this research is Marketing Communication, Product Placement, and Brand Awareness. This research uses quantitative methods with visual dimension or screen placement, and plot connections for product placement variables. In addition, the dimensions of the top of mind, brand recall, brand recognition, and unaware of the brand for brand awareness variables. Data collection was carried out by distributing questionnaires online to 96 respondents. The sample selection used purposive sampling with the criteria of South Korean citizens living in South Korea and having watched the Korean drama "Hometown Cha-Cha-Cha". The result of this research shows that there is a significant effect between Kopiko's product placement on the brand awareness of South Korean people.

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Section: Introductionmentioning

confidence: 99%