The Branding Impact on Charity Product Marketing Communication

Hilarius Bambang Winarko,Lawrence Sa Benning,Sri Tunggul Pannindriya

doi:10.34149/jmbr.v18i2.295

Hilarius Bambang Winarko, Lawrence Sa Benning + Show 1 more

Open Access

https://doi.org/10.34149/jmbr.v18i2.295

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Abstract

This study aims to fill the research gap on millennial’s purchase attitude toward charity product in Youth of Indonesia (YoI) brand shoes which is promoted through social media. The research objective is to understand how branding elements affect the purchase intention of YoI shoes by using quantitative research method. There were 222 millennial valid respondents who are living in Jakarta metropolitan area participated in this research. The five brand elements are used as independent variables; they are brand awareness, perceived quality, brand association, brand loyalty, and brand credibility. Based-on the multiple linear regression output, it reports that brand awareness, perceived quality, and brand association do not have significant impact toward the millennial’s purchase intention. However, the brand loyalty and brand credibility give positive significant impact. Among others, the brand credibility is the most important factor that influence the millennial’s purchase intention as well as marketing communication strategy of this charity product.

Highlights

There were several studies mentioned about the behavior of the millennial toward the donation.The millennial is said to have a greedy, narcissistic, and lazy behavior (Koczanski & Rosen, 2019)
The result of the R square model is 0.613, or it indicates that 61.3% of the intention to purchase Youth of Indonesia (YoI) shoes can be explained or related to the brand awareness, perceived quality, brand association, brand loyalty, and brand credibility factors
Brand shoes as the brand wants to position itself as a Buy-One Give-One (BOGO) charity product

Summary

Introduction

There were several studies mentioned about the behavior of the millennial toward the donation. The millennial is said to have a greedy, narcissistic, and lazy behavior (Koczanski & Rosen, 2019). The millennial generation is labelled as a self-absorbed and selfish compared to another generations. The survey mentions that 71% millennials in the US are considered as selfish generation (Gillespie, 2014). Another study reveals that the millennial is considered as a generous generation (Schulte, 2015). These findings show contradicting perspectives toward the charity attitude and behavior of the millennial

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Conclusion