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Abstrak :
The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, 3 experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement.

Abstrak :
Banyak faktor yang diketahui mempunyai pengaruh terhadap kepuasan maupun penyesalan pada diri konsumen, dalam penelitian ini faktor-faktor tersebut adalah performance produk, informasi dan merek. Performance dalam penelitian ini diartikan sebagai tampilan atau apa yang didapatkan oleh konsumen dan pembelian hp, sedangkan informasi diartikan sebagai informasi mengenai keberadaan atau keunggulan merek hp lain yang tidak dipilih oleh konsumen dan merek adalah sebuah nama atau logo perusahaan penghasil hp (Nokia dan Sony Ericsson). Kepuasan dialami oleh konsumen apabila ekspektasi dan kebutuhan akan produk maupun jasa terpennhi. Penyesalan yang dialami konsumen disebabkan tidak terpenuhinya ekspektasi atau kebutuhan konsumen akan produk atau jasa. PeneIitian ini bertujuan untuk mendapatkan gambaran mengenai pengaruh antara performance produk, informasi dan merek terhadap kepuasan dan penyesalan konsumen serta hubungan antara kepuasan dan penyesalan itu sendiri terhadap intensi pembelian clang konsumen. Penelitian ini adalah penelitian eksperimen dengan menggunakan metode analisis univariate dan multiple regression. Terdapat delapan hipotesis yang diukur kepada 200 orang responden. Partisipan dalam penelitian ini adalah pengguna hp merek selain Nokia dan Sony Ericsson yang berdomisili di wilayah Jakarta dan Depok. Data mendukung kebenaran tujuh dan i delapan hipotesis. Dan basil penelitian ditemukan bahwa performance produk secara signifikan mempengaruhi tingkat kepuasan dan penyesalan konsumen, begitupula informasi secara signifikan mempengaruhi tingkat penyesalan konsumen dan merek mempunyai pengaruh terhadap tingkat penyesalan konsumen namun tidak mempengaruhi tingkat kepuasan konsumen. Terdapat hubungan positif antara kepuasan dan intensi pembelian clang dan terdapat hubungan negatif antara kepuasan dan penyesalan konsumen serta terdapat hubungan yang negatif antara penyesalan dan intensi pembelian ulang.

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Many factors affect consumer satisfaction and regret. In this study, these factors are product performance, information, and brand Product performance defined as utility of product as well as its usage, while information described as the consumer knowledge (and its advantage) of the product/brand that was not chosen by the consumer. Brand is a name or logo of the mobile phone (Nokia and Sony Ericsson). Consumer will be satisfied when their expectation and needs both products and services fulfilled If their expectation and needs not fulled, they will be regretful. The research purposed to describe affect of product performance, information, and brand toward satisfaction and regret and describe relationship between satisfaction and regret toward consumer repeat purchase intention. This research is an experimental research by using univariate and multiple regression methods. Eight relations hypotheses built and tested to 200 respondents. Respondents are non Nokia and Sony Ericsson mobile phone user who lives on Depok and Jakarta Data, which collected support seven of eight hypotheses. This research found that product performance significantly affects consumer satisfaction and regret while information and brand affects only on consumer regret. Moreover, this research also found that there are positive relationships between consumer satisfactions toward repeat purchase intention. On the contrary, negative relations occur on the relationship of consumer and regret as well as consumer regrets to repeat purchase intention.

Abstrak :
Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration. 3 sections: brand fundamentals, process basics, and case studies.Over 100 branding subjects, checklists, tools, and diagrams.50 case studies that describe goals, process, strategy, solution, and results