23
namely: 1 The association of the product attributes
2 The association of the intangible product attributes 3 The association of the customers benefit
4 The association of lifestyle personality and, 5 The association of the competition side.
According to Rangkuti 2004:43 brand association can create a value for the company and its customers, because it can assist in the
preparation of information to distinguish one brand from another brand. The five benefits of brand association, are seen in the preparation
of the information, differentiation, the reasons to buy, creation of positive attitudes or feelings, and basic extension Rangkuti, 2004:43 as the
following: 1 Assist in the preparation of the information.
2 Differentiation one brand from other brands. 3 The reasons to buy.
4 Creation of positive attitudes or feelings. 5 Basic extension.
6. Brand Personality
Brand association is also able to associate a brand through brand personality. According to Rangkuti 2004:43, brand personality is originated
from a collection of brand association formed in the minds of consumers, consumers who are accustomed to using certain brands tend to have a
24
consistency of brand image, or it is also called the brand personality. In journal of Business Strategy and Execution 2011,
Brand personality is the level of brand development, meaning that the brand reflects a
personality Rangkuti, 2004. Therefore Aaker 1997 cited from the research of Eka and Jony
2011:111 that defines a brand personality as the set of human characteristics associated with a brand.
According to Bauer Mader, Keller 2001 brand personality can help the communication process to provide a convenience to consumers in
identifying the brand. a. The Dimension of Brand Personality
Formation of clear personality is one of the important factors in the process of building a strong brand. According to Eka and Jony 2011:111,
brand personality that built consistently, it will be difficult to imitate the brand by a competitor. For the implementation, the development of
personality must consider to the brand personality Traits. There are five indicators of brand personality proposed by Kotler and Armstrong
2006:140 are presented in Figure 2.4.
25
Figure 2.4 Five Brand Personality Traits
Source: Kotler Amstrong 2006:140
Those are the further explanations about Five Brand Personality Traits Kotler and Armstrong, 2006:140:
1 Sincerity sincerity: the character of an honest, humble, and modest. Sincerity contained in honesty in quality, authenticity of the product,
and similarity of brand with simple properties, such as cheerful and youthful.
2 Excitement spirit: the unique character that is full of high spirit and imagination in making a difference and innovation.
3 Competence ability: security, convenience, ability to be reliable and trusted by customers.
4 Sophistication worldliness: exclusivity established by the excellence of prestige, brand image, as well as the level of traction offered to
customers. 5 Ruggedness robustness: the ability of a brand to support the activities
outside the home and the strength or durability of the product.
Five Brand Personality Traits
Sincerity
honest, wholesome,
and fun cheerful
Excitement
daring, spirited,
imaginative, and up-to-
date
Competence
reliable, intelligent and
successful
Sophistication
upper class and charming
Ruggedness
outdoorsy and tough
26
7. Purchase Intention
According Anoraga 2000 in Eka and Jony 2011:108, the purchase intention is a decision making process by the consumers prior to purchase a
product. Assael 2002 in Eka Nurani and Jony Haryanto 2011:108, defines
the purchase intention as the tendency of consumers to buy a brand or to take actions associated with the purchase of which is measured by how likely
consumers make purchases. Howard 1994 in Eka Nurani and Jony Haryanto 2011:108, the
purchase intention is something related to consumers plan to purchase a particular product, and how many units of the product is needed at a certain
period. It can be said that the intention of purchasing a mental statement that reflects consumers plan to purchase a product with a particular brand.
According to Kumar et al, 2009:3 in Anniza Fitra Azwardi 2012:37 Purchase intention refers to a consumer tendency to purchase the brand
routinely in the future and resist switching to other brands. In the research of Kumar et al, 2009:3 in Anniza Fitra Azwardi
2012:37 indicators used to purchase intention are: a. I intend to buy this brand.
b. I am planning to buy this brand more often. According to Kotler 2003:207 purchase intention is a stage before
purchase decision stage within the six stages of the buyer decision process explained on figure 2.6.
27
Kotler 2003:207, Figure 2.6 shows that six stages of the buyer decision process that will be passed by consumer when making buying
decisions, consisting of: need recognition, information search, and evaluation of alternatives, purchase intention, purchase decision, and post purchase
behavior.
Figure 2.5 Six Stages of The Buyer Decision Process
Source: Kotler, P.,2003, Marketing Management, 11
th
edition, Prentice Hall, p.207.
Post purchase behavior
Purchase Decision Information search
Need Recognition
Evaluation of Alternative
Purchase Intention
