Does the image of Indonesian contemporary artists matter? A theoretical review on brand image, acceptance & market opportunity

• Autores: Samuel P. D. Anantadjaya, Irma M. Nawangwulan, Aninditya Kusumah, Yusup Budi Setio, Cindy Kartika Koswara
• Localización: Independent Journal of Management & Production, ISSN-e 2236-269X, Vol. 6, Nº. 2, 2015, págs. 378-421
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen

  • The issue surrounding brand image is always fascinating to ponder. This is true not only for products/services, but also for organizations and individuals. Like it or not, individuals are prone toward creating brand image to excel in life. From the understanding on products/services, personal marketing for artists are deemed necessary. Following the study on personal brand image, it is fascinating to evaluate the likelihood of impact toward public/market acceptance, and whether the level of public/market acceptance influences the level of market opportunity for those artists. Hence, it is expected that the relationships are adequately robust.