Flying with Nicole Kidman or Jennifer Aniston? Brand funnel stages’ influence on brand personality

Kotsi, Filareti; Valek, Nataša Slak

doi:10.1080/10548408.2017.1360232

Cited by 16 publications

(10 citation statements)

References 36 publications

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“…Dalam studi tentang brand personality, Patterson, Khogeer, dan Hodgson dalam (R, Hanretty, & Lettice, n.d., 2018) mengemukakan bahwa brand personality dibangun di atas konsep merek produk (product brand), akan tetapi konsep tersebut dapat juga digunakan sebagai karakter atau kepribadian seseorang dan sekelompok orang. Brand personality berangkat dari konsep merek (Kotsi & Valek, 2017). Brand juga merepresentasikan gaya hidup serta status sosial kelompok masyarakat tertentu.…”

Section: Pendahuluanunclassified

Nilai-nilai budaya soméah pada perilaku komunikasi masyarakat Suku Sunda

Hidayat¹,

Hafiar

2019

j.kajian.kom

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Penelitian ini didasari oleh keingintahuan tentang budaya soméah sebagai ciri khas yang melekat pada masyarakat Suku Sunda. Penelitian bertujuan untuk mengetahui secara spesifik tentang nilai-nilai budaya soméah termasuk implikasi dan aplikasinya pada perilaku komunikasi masyarakat Suku Sunda. Untuk menjawab tujuan tersebut, peneliti menggunakan teknik pengumpulan data melalui wawancara dan observasi. Menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan studi etnografi public relations, studi yang berfokus pada kajian budaya dengan pendekatan teori public relations. Penelitian menemukan bahwa budaya soméah mengandung nilai-nilai kerendahan hati, kesopanan dan keramahan. Nilai-nilai tersebut merepresentasikan brand personality masyarakat Suku Sunda. Hal ini selaras dengan filosofi hidup mereka yaitu Soméah Hade ka Sémah yang artinya ramah, bersikap baik, menjaga, menjamu dan membahagiakan setiap orang. Implikasi dan aplikasi nilai-nilai filosofi hidup tersebut terdapat pada setiap perilaku komunikasi yang terjadi secara berulang di lingkungan internal dan eksternal. Perilaku komunikasi dengan menggunakan bahasa punten dan mangga. Bahasa punten mengandung makna kerendahan hati. Sedangkan penggunaan istilah mangga sebagai wujud penawaran, ajakan, mempersilahkan dan permohonan. Hasil penelitian ini juga menemukan bahwa terdapat dua aspek yang membuktikan bahwa masyarakat Suku Sunda merupakan pribadi yang soméah, yakni selalu tampil menarik dengan wajah ramah dan murah senyum. Masyarakat Sunda juga memiliki selera humor yang tinggi. Kesimpulannya bahwa budaya soméah sebagai nilai kearifan lokal bertujuan untuk membangun dan menjaga hubungan berbasis budaya.

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Section: Pendahuluanunclassified

Nilai-nilai budaya soméah pada perilaku komunikasi masyarakat Suku Sunda

Hidayat¹,

Hafiar

2019

j.kajian.kom

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“…The language in this case Sundanese is intertwined with culture in a complex way and is not much different from the hilarious puns of the Sundanese language, the language used reflects the Sundanese culture itself. In addition, the term brand personality refers to the brand concept (Kotsi & Valek, 2017). However, the brand also describes the lifestyle and social status of a society.…”

Section: Literature Reviewmentioning

confidence: 99%

Creativity of Language, Lexical Relations, and Cultural Values: Sundanese Hilarious Puns in BRILIO.NET

Sariah¹,

Nurhadi

2020

HSSR

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Purpose of the study: The objective is to be studied is the use of Sundanese language with the opposite meaning, cause-effect, comparison, and extension of meaning. The use of the Sundanese language contains cultural values of humility, advice/invitations, and friendliness. Cultural values become the personality of the Sundanese brand adapted to the development of technology to make the speech products of the author also discuss local and global values. Methodology: This study seeks to analyze language creativity with local Sundanese nuances that follow global progress. This research used a descriptive qualitative method. The data source from 100 Sundanese hilarious puns found in brilio.net. The descriptive method was used in several stages, namely data collection, data analysis, and data presentation. Main Findings: This research shows that Sundanese hilarious puns found in brilio.net use language creativity which contains 35% expansion of meaning (polysemy), opposite meaning (20%), cause-effect (25%), and comparison (20%). The dominant cultural values are friendliness by 52.5% others are humility (20%) and advice (27.5%). They reflect the habits of Sundanese people who like to joke and empower technological advances so that the creativity of the language produced further reflects today's digital development. Applications of this study: This research is used as a tool or model in understanding and interpreting language creativity in terms of contrastive meaning, cause-effect, comparison, the extension of meaning and values, i.e.: humility, advice, and friendliness in Sundanese hilarious puns. Novelty/Originality of this study: Sundanese hilarious puns show that language creativity not only empowers the play of words, but also the cultural values that become the tradition of Sundanese people, namely the traditions of Sundanese who like to joke (ngabodor). Cultural and lexical relationships are combined and produce funny speech following the development of typical Sundanese technology. Sundanese culture and language will persist if Sundanese people always use and maintain them, one of which is by creating hilarious Sundanese puns that follows technological advances, such as those found in Sundanese hilarious puns in brilio.net.

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“…It can be concluded that event organizers in Abu Dhabi are aware that social media are not enough as a promotional tool, especially where the target includes older generations. Although the UAE is leaning toward modernization and the region's approach is focused on building a smart image based on innovation and super-modernism in all sectors (Sharpley, 2002), along with featuring internationally popular celebrities in advertisements, such as Nicole Kidman and Jennifer Aniston (Kotsi and Slak Valek, 2017), event organizers do understand that traditional media is still needed for effective promotion, especially when the right target group obtains the right information.…”

Section: Tools For Promoting Events and Happiness As A Valuementioning

confidence: 99%

Happiness as a value of event organizers in Abu Dhabi

Valek

Fotiadis

2019

IJEFM

Self Cite

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This study examines the perceived impact of events to happiness based on event organizers opinion. Specifically, the aim is to understand if event organizers consider promoting happiness and wellbeing as a value of their event, as well as what they consider as a successful event. A qualitative approach was used and finally seven events' organizers from the Emirate of Abu Dhabi in United Arab Emirates were interviewed. With 6-open ended questions the following attributes of an event were analysed: major marketing tools used to promote an event, values that the event tries to promote with an emphasis on happiness and perception of benefits. Results indicate that happiness as a value of events is not something that comes to the organizers by a recall of values, but after reminding 'happiness' they all agreed that this is what they do promote with their event, as well. Thus, actions need to be considered to implement happiness as a 'firston-mind' value of events organized in Abu Dhabi (UAE).

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Flying with Nicole Kidman or Jennifer Aniston? Brand funnel stages’ influence on brand personality

Cited by 16 publications

References 36 publications

Nilai-nilai budaya soméah pada perilaku komunikasi masyarakat Suku Sunda

Nilai-nilai budaya soméah pada perilaku komunikasi masyarakat Suku Sunda

Creativity of Language, Lexical Relations, and Cultural Values: Sundanese Hilarious Puns in BRILIO.NET

Happiness as a value of event organizers in Abu Dhabi

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