Record Details

Label Size Evaluation of Ready-To-Drink Beverages Based On Brand Knowledge Assessment with Brand Awareness as A Parameter

ASEAN Marketing Journal

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Field Value
 
Title Label Size Evaluation of Ready-To-Drink Beverages Based On Brand Knowledge Assessment with Brand Awareness as A Parameter
 
Creator Marcel Brillian
Helena J. Kristina; Department of Industrial Engineering, Pelita Harapan University Tangerang-Indonesia
Rudy V. Silalahi; Department of Industrial Engineering, Pelita Harapan University Tangerang-Indonesia
 
Subject Brand Awareness, Environmental Concern; Label Size; Plastic Packaging; RTD Beverages
 
Description  Manuscript type: Research Article Research Aims: Evaluate label size of RTD beverages based on brand awareness assessment to bridge the gap between marketing needs and environmental requirement. Design/Methodology/Approach: Interview, brand recognition experiment, brand recall questionnaire Research Finding: Propose some variation in percentage of label size reduction and show that larger label sizes do not ensure it will influence consumer’s ability and response time in recognizing products will be faster. Practitioner/Policy Implication: Label size reduction is a fine strategic implementation to initiate synergy between brand owners and recyclers toward sustainable waste management practice. Research Limitation/Implication: Label size reduction turns out to have positive implications for marketing side of the product. 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2019-02-17
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/10620
 
Source ASEAN Marketing Journal; Vol 10, No 1 (2018): Vol 10, No 1 (2018): June 2018; 31-51
 
Language en