Brand Name Evaluation on Batik Apparel: Case of Javanese Batik in Indonesia

Tunjungsari, Hetty Karunia and Chairy, Chairy and Ie, Mei and Widya Utama, Didi (2013) Brand Name Evaluation on Batik Apparel: Case of Javanese Batik in Indonesia. Journal of Academic Research on Management, Accounting and Finance, 1 (2). pp. 32-36. ISSN 2289-4802

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Product brand name will differentiate one from its competitors, create emotional engagement with consumers, and even set up the road from small business into the global giant. Increasing competition among brands, especially in the apparel industry, has become more complicated as the number of foreign brands increase in developing markets. This study aims at investigating how different language use in brand name creates different consumers’ preference and perceived quality, especially Javanese Batik apparel. A survey on 265 Batik consumers confirmed that not all hypotheses in our study were statistically supported. Our research confirmed the name-pronunciation effect on consumers’ product preference but we did not found the effect on consumers’ perceived quality of Batik. In the mean difference tests on consumers’ brand name preference and their perceived quality of Batik, confirmed that even consumers prefer Batik with Javanese brand names, they evaluate Batik with foreign name as having higher perceived quality. This study gives the first evidence on how consumers evaluate brand name for Batik apparel in Indonesia and gives insight how Batik marketer should manage their brand name wisely.

Item Type: Article
Uncontrolled Keywords: Javanese Batik, brand name, consumer’s product evaluation, small and medium enterprises
Subjects: Penelitian > Fakultas Ekonomi
Penelitian > Fakultas Teknik
Divisions: Pascasarjana
Fakultas Ekonomi > Manajemen
Fakultas Teknik > Teknik Mesin
Depositing User: admin FT UNTAR
Date Deposited: 16 Jul 2017 12:24
Last Modified: 16 Jul 2017 12:24

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