Copyright (c) 2023 Emmywati, Mohammad Ali Masyhuri, Mochamad Ardi Setyawan, Miya Dewi Suprihandari
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
THE TASTY OF BRAND PRODUCTS FOR MICRO, SMALL AND MEDIUM ENTERPRISES “BRANCH PURNAMA”
Corresponding Author(s) : Miya Dewi Suprihandari
International Research of Multidisciplinary Analysis,
Vol. 1 No. 8 (2023): International Research of Multidisciplinary Analysis
Abstract
The word “Branch Purnama” is a word that is often read, heard and is a favorite of consumers and lovers of local roadside food in Indonesia, especially in East Java. The word has automatically become a "stamp" to convince new consumers and loyal consumers that they have culinary products and tastes that are the same and "in line" with many other micro, small and medium enterprises everywhere. Although in reality, the facts are not as expected, that is, all of their culinary products refer to a slightly different center, will not the same, for those who know (Aaker, D.A., 2004). However, all of this has aroused the curiosity of many people outside their scope, especially consumers, how come hundreds of micro, small and medium enterprises have made or pinned the same name on the front banner of their culinary establishment, namely the Purnama Branch. What is even more interesting is that these micro, small and medium enterprises mix and set the seasoning for their respective products, not based on ready-to-eat product shipments from the central "Purnama Branch" which most likely does not recognize the "branches" that have existed so far in Indonesia. many places in East Java, especially in Surabaya and its surroundings
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- Aaker, D.A. (2004), “Leveraging the corporate brand”, California Management Review, Vol. 46 No. 3, pp. 6-18
- Ahmed, A., Ahmed, N. and Salman, A. (2005), “Critical issues in packaged food business”, British Food Journal, Vol. 107 No. 10, pp. 760-80
- Alexander, N. (2009), “Brand authentication: creating and maintaining brand auras”, European Journal of Marketing, Vol. 43 Nos 3/4, pp. 551-62.
- Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005), “The social influence of brand community: evidence from European car clubs”, Journal of Marketing, Vol. 69 No. 3, pp. 19-34.
- Alvarez-Milan, A., Felix, R., Rauschnabel, P.A. and Hinsch, C. (2018), “Strategic customer engagement marketing: a decision making framework”, Journal of Business Research, Vol. 92, pp. 61-70.
- Arantes, A.A. (2007), “Diversity, heritage and cultural politics”, Theory, Culture and Society, Vol. 24 Nos 7/8, pp. 290-6.
- Banerjee, S. (2008), “Strategic brand-culture fit: a conceptual framework for brand management”, Journal of Brand Management, Vol. 15 No. 5, pp. 312-21.
- Calder, B.J., Isaac, M.S. and Malthouse, E.C. (2016), “How to capture consumer experiences: a context-specific approach to measuring engagement”, Journal of Advertising Research, Vol. 56 No. 1, pp. 39-52.
- Capitanio, F., Coppola, A. and Pascucci, S. (2009), “Indications for drivers of innovation in the food sector”, British Food Journal, Vol. 111 No. 8, pp. 820-38.
- Capitanio, F., Coppola, A. and Pascucci, S. (2010), “Product and process innovation in the Italian food industry”, AgriBusiness, Vol. 26 No. 4, pp. 503-18
- Flory, M. and Iglesias, O. (2010), “Once upon a time: the role of rhetoric and narratives in management research and practice”, Journal of Organizational Change Management, Vol. 23 No. 2, pp. 113-9.
- Hoek, J. and Gendall, P. (2010), “Colors, brands, and trademarks: the marketing (and legal) problems of establishing distinctiveness”, Journal of Advertising Research, Vol. 50 No. 3, pp. 316-22
- Keller, K.L. and Lehmann, D.R. (2006), “Brands and branding: research findings and future priorities”, Marketing Science, Vol. 25 No. 6, pp. 740-59
- Kumar, V. and Reinartz, W. (2016), “Creating enduring customer value”, Journal of Marketing, Vol. 80, No. 6, pp. 36-68
- Kumi-Ampofo, F. and Brooks, C.M. (2009), “Innovation among SMEs: evidence from Yorkshire and Humber region”, International Journal of Entrepreneurship and Small Business, Vol. 8 No. 4, pp. 516-33.
- Laforet, S. and Tann, J. (2006), “Innovative characteristics of small manufacturing firms”, Journal of Small Business and Enterprise Development, Vol. 13 No. 3, pp. 363-80.
- Le Bars, A., Mangematin, V. and Nesta, L. (1998), “Innovation in SMEs: the missing link”, paper presented at the High Technology Small Firms Conference, Twente, The Netherlands.
- Lin, C.Y.Y. and Chen, M.Y.C. (2007), “Does innovation lead to performance? An empirical study of SMEs in Taiwan”, Mangement Research News, Vol. 30 No. 2, pp. 115-32
- Loveland, K.E., Smeesters, D. and Mandel, N. (2010), “Still preoccupied with 1995: the need to belong and preference for nostalgic products”, Journal of Consumer Research, Vol. 37 No. 3, pp. 393-408.
- Ma, X. and McSweeney, P. (2008), “Product and process innovation in the food processing industry: case study in Guangxi province”, Australian Agribusiness Review, Vol. 16 No. 6.
- Massa, S. and Testa, S. (2008), “Innovation and SMEs: misaligned perspectives and goals among entrepreneurs, academics, and policy makers”, Technovation, Vol. 28 No. 7, pp. 393-407.
- Menrad, K. (2004), “Innovations in the food industry in Germany”, Research Policy, Vol. 33 Nos 6/7, pp. 845-78.
- Miles, M.B. and Huberman, A.M. (1994), Qualitative Data Analysis, 2nd ed., Sage Publications, Thousand Oaks, CA.
- Nesta, (2006), The Innovation Gap, Nesta, London.
- Olsson, A. and Larsson, A.C. (2009), “Value creation in PSS design through product and packaging innovation processes”, in Sakao, T. and Lindahl, M. (Eds), Introduction to Product/Service-System Design, Springer, London, pp. 93-109
- Oke, A., Burke, G. and Myers, A. (2007), “Innovation types and performance in growing UK SMEs”, International Journal of Operations & Production Management, Vol. 27 No. 7, pp. 735-53
References
Aaker, D.A. (2004), “Leveraging the corporate brand”, California Management Review, Vol. 46 No. 3, pp. 6-18
Ahmed, A., Ahmed, N. and Salman, A. (2005), “Critical issues in packaged food business”, British Food Journal, Vol. 107 No. 10, pp. 760-80
Alexander, N. (2009), “Brand authentication: creating and maintaining brand auras”, European Journal of Marketing, Vol. 43 Nos 3/4, pp. 551-62.
Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005), “The social influence of brand community: evidence from European car clubs”, Journal of Marketing, Vol. 69 No. 3, pp. 19-34.
Alvarez-Milan, A., Felix, R., Rauschnabel, P.A. and Hinsch, C. (2018), “Strategic customer engagement marketing: a decision making framework”, Journal of Business Research, Vol. 92, pp. 61-70.
Arantes, A.A. (2007), “Diversity, heritage and cultural politics”, Theory, Culture and Society, Vol. 24 Nos 7/8, pp. 290-6.
Banerjee, S. (2008), “Strategic brand-culture fit: a conceptual framework for brand management”, Journal of Brand Management, Vol. 15 No. 5, pp. 312-21.
Calder, B.J., Isaac, M.S. and Malthouse, E.C. (2016), “How to capture consumer experiences: a context-specific approach to measuring engagement”, Journal of Advertising Research, Vol. 56 No. 1, pp. 39-52.
Capitanio, F., Coppola, A. and Pascucci, S. (2009), “Indications for drivers of innovation in the food sector”, British Food Journal, Vol. 111 No. 8, pp. 820-38.
Capitanio, F., Coppola, A. and Pascucci, S. (2010), “Product and process innovation in the Italian food industry”, AgriBusiness, Vol. 26 No. 4, pp. 503-18
Flory, M. and Iglesias, O. (2010), “Once upon a time: the role of rhetoric and narratives in management research and practice”, Journal of Organizational Change Management, Vol. 23 No. 2, pp. 113-9.
Hoek, J. and Gendall, P. (2010), “Colors, brands, and trademarks: the marketing (and legal) problems of establishing distinctiveness”, Journal of Advertising Research, Vol. 50 No. 3, pp. 316-22
Keller, K.L. and Lehmann, D.R. (2006), “Brands and branding: research findings and future priorities”, Marketing Science, Vol. 25 No. 6, pp. 740-59
Kumar, V. and Reinartz, W. (2016), “Creating enduring customer value”, Journal of Marketing, Vol. 80, No. 6, pp. 36-68
Kumi-Ampofo, F. and Brooks, C.M. (2009), “Innovation among SMEs: evidence from Yorkshire and Humber region”, International Journal of Entrepreneurship and Small Business, Vol. 8 No. 4, pp. 516-33.
Laforet, S. and Tann, J. (2006), “Innovative characteristics of small manufacturing firms”, Journal of Small Business and Enterprise Development, Vol. 13 No. 3, pp. 363-80.
Le Bars, A., Mangematin, V. and Nesta, L. (1998), “Innovation in SMEs: the missing link”, paper presented at the High Technology Small Firms Conference, Twente, The Netherlands.
Lin, C.Y.Y. and Chen, M.Y.C. (2007), “Does innovation lead to performance? An empirical study of SMEs in Taiwan”, Mangement Research News, Vol. 30 No. 2, pp. 115-32
Loveland, K.E., Smeesters, D. and Mandel, N. (2010), “Still preoccupied with 1995: the need to belong and preference for nostalgic products”, Journal of Consumer Research, Vol. 37 No. 3, pp. 393-408.
Ma, X. and McSweeney, P. (2008), “Product and process innovation in the food processing industry: case study in Guangxi province”, Australian Agribusiness Review, Vol. 16 No. 6.
Massa, S. and Testa, S. (2008), “Innovation and SMEs: misaligned perspectives and goals among entrepreneurs, academics, and policy makers”, Technovation, Vol. 28 No. 7, pp. 393-407.
Menrad, K. (2004), “Innovations in the food industry in Germany”, Research Policy, Vol. 33 Nos 6/7, pp. 845-78.
Miles, M.B. and Huberman, A.M. (1994), Qualitative Data Analysis, 2nd ed., Sage Publications, Thousand Oaks, CA.
Nesta, (2006), The Innovation Gap, Nesta, London.
Olsson, A. and Larsson, A.C. (2009), “Value creation in PSS design through product and packaging innovation processes”, in Sakao, T. and Lindahl, M. (Eds), Introduction to Product/Service-System Design, Springer, London, pp. 93-109
Oke, A., Burke, G. and Myers, A. (2007), “Innovation types and performance in growing UK SMEs”, International Journal of Operations & Production Management, Vol. 27 No. 7, pp. 735-53