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Category Archives: Kajian Merek (Brand Studies)

HumanioraDesire and Pleasure in the Branded Reality Show as a Discursive Psychoanalysis

by: B. S. Wijaya*

DOI: 10.22146/jh.v27i1.6406


The study of branded reality show is still very limited, especially in the perspective of discursive psychoanalysis. In fact, the phenomenon of reality show is currently growing in the television industry, so brands are inspired to create similar programs. This paper aims to analyze the desire and pleasure of success that are presented and disclosed by branded reality show ‘Diplomat Success Challenge’ on a national TV channel in Indonesia. Using discursive psychoanalysis approach in the Lacanian perspective, author found that participants in the ‘Diplomat Success Challenge’ saw competitors (other participants) as ‘other’ in imaginary phase which is the object of desire in having the pleasure of success, Continue reading



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Tindakan mengutip apalagi meng-copy paste tanpa mencantumkan sumber rujukan sangat DIHARAMKAN dalam dunia ilmiah dan termasuk salah satu bentuk KORUPSI KOMUNIKASI.

Terimakasih atas pengertian dan kerjasama Anda.

Selamat berkarya!

(Since I often found articles on several blogs and other media are quoting even copy-pasting my articles from this blog, therefore I implore you to be HONEST and RESPONSIBLE by mentioning the author’s name of article, title and name of the journal / book/ this webblog  as a reference source, in your bibliography or endnotes / citations list as appropriate standards of scientific writing (academic). If you publish it in a blog, then write down clearly the source, this blog link –or directly quoting the author’s name, title and journal name of the article.

Action of citing especially of copy-pasting without including the reference source is extremely FORBIDDEN in the scientific and professional world, and is one form of CORRUPTION OF COMMUNICATION.

Thank you for your understanding and cooperation. )

Is Social MeCOVER JMT1dia Impactful for University’s Brand Image?

by: B. S. Wijaya & D. M. Putri

DOI: 10.12695/jmt.2013.12.3.4

 Abstract: This research aims to verify many opinions and previous studies that stated how powerful of social media in building the image of a brand, also applies for university’s brand image enhancement. Using explanatory survey research, data were collected by giving out questionnaires to samples that were taken randomly from Facebook’s friend list of a private university that located in South Jakarta. The results showed that the most powerful influence occurs on the role of community towards the brand identity and the role of connectivity towards the brand benefits. Another interesting finding of this Continue reading


Cover EJBMDIMENSIONS OF BRAND IMAGE: A Conceptual Review from the Perspective of Brand Communication

by: B. S. Wijaya

DOI: 10.13140/ejbm.2013.55.65

Abstract: Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and reflective method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later became the “guidelines” for the consumer audience to try and use a product or service then creating a particular experience that determines whether the consumer will be into brand loyalist, or simply an opportunist Continue reading


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