The Role of Awareness in Creating Cultural Brand Through Identity (Case of Indonesian Batik)

Abstract

The purpose of this study is to find out the effect of cultural differences to brand identity both directly and through the role of cultural awareness, and how it affects on creating Batik as the cultural brand of Indonesia, both directly and through the role of brand awareness. The approach of this study is descriptive and empirical. Data collection techniques by distributed questionnaires to 315 respondents who are batik consumers in Indonesia and have purchased batik more than once by using the purposive sampling technique. The analytical tool used in this study is Structural Equation Modeling (SEM) for measuring the influence of cultural differences on cultural awareness, brand identity, brand awareness, and cultural brands. The results of the study prove that the cultural differences affect brand identity, both directly and through the role of cultural awareness. The higher the cultural differences and cultural awareness, the higher the brand identity that would be formed. Then brand identity affect cultural brands both directly and through the role of brand awareness. The higher the brand identity and brand awareness, the higher the cultural brand would be created. But cultural awareness does not have a significant influence in creating a cultural brand, so it applies to research samples only. The originality value of this research is to create a cultural brand through brand identity and based on cultural differences with the approach of the role of cultural awareness and brand awareness.