Contoh Tugas Anotasi

Tugas Anotasi Mata Kuliah Riset Pemasaran
	Nama Penulis	Judul Artikel	Riset Question	Metode	Temuan
1.	Ram Herstein, Yoram Mitki, and Eugene D. Jaffe	Communicating a new corporate image during privatization: the case of El Al airlines	The purpose of this case study is to trace the new corporate image communication design and implementation phases of the privatization process of El Al airlines.	This article explores the transition process of a government-owned airline with a popular-national image to a private company with an exclusive-national image, focusing on the implementation of its new corporate image communication process.	The case study described here suggests that the corporate image communication process of a company that has become a private entity should be holistic and takes place on four levels – internal and external, formal and informal.
2.	Manto Gotsi, Constantine Andriopoulos, Alan Wilson	Corporate re-branding: is cultural alignment the weakest link?	This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath.	Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected through 14 in-depth interviews with senior managers, and questionnaire data from an intranet survey with the firm's employees.	The empirical findings highlight that despite the firm's internal communication initiatives, current staff attitudes and behaviours are not aligned with the new corporate brand priorities. Resistance to change appears to play an important role in this respect. Yet, interestingly, some divisions view the current culture as more aligned to the new corporate brand than others. Moreover, staff that have joined the firm after the rebranding exercise view the current culture as more aligned to the new corporate brand values than those who have been with the firm since before the launch of the new corporate brand.
3.	Yong Jian Wang, Monica D. Hernandez, Michael S. Minor, Jie Wei	Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy	The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos.	When consumers encounter a brand logo without actually experiencing the company's offerings, superstition may be deployed to fill the void of the unknown to evaluate the brand logo and judge the benefits from the offerings represented by the brand. Multiple regression analysis was used to investigate the relationship between consumers' brand logo sensitivity and a number of antecedental superstition beliefs.	The results indicate that consumers' belief in fate has a negative effect on brand logo sensitivity, and consumers' belief in fortune-tellers, belief in magic and fictional figures, belief in lucky charms, and belief in superstitious rituals have positive effects on brand logo sensitivity, respectively.
4.	John M.T. Balmer, Stephen A. Greyser	Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation	The aims of the paper are to examine the nascent area of corporate marketing.	The paper draws on some of the key literature relating to the history of marketing thought.	The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing.
5.	Collins Osei, Ayantunji Gbadamosi	Re-branding Africa	The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re-branded to attract both international and domestic investments.	An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re-branded.	This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real estate, to sports and several existing foreign direct investments already thriving in several parts of the continent. Hence, the suggestion for re-branding Africa as a viable continent for global business transactions is strongly emphasised in the article.
6.	Jacqueline Botterill, Stephen Kline	From McLibel to McLettuce: childhood, spin and re-branding	This paper seeks to report historical research into McDonald's public communication strategies as the corporation responded to the rising tide of “political consumerism” that accompanied its global market expansion (1960-2005).	Reviewing the brand's public relations strategies, through a content analysis of news coverage, the paper analyzes the way communication strategists took account of the anxieties about youth labour practices, community relations, globalization, environment and obesity which forced the brand to acknowledge the lifestyle risks associated with children and youth.	The case study portrays McDonald's as a figurehead of US entrepreneurial multinational capitalism. It reveals how addressing public opposition through the courts can backfire on a brand strategy so keen on defending its honour. The case study also finds that listening and engaging with critics is as effective as suing them for McDonald's.
7.	J. Robert Field, Blaise J. Bergiel, J. Martin Giesen, Courtney L. Fields	Branding: perceptual effects on consumer evaluations	The purpose of this study is to determine the extent that extrinsic product attributes (brand name/packaging) influence consumers' perceptions and resulting evaluation of intrinsic product attributes, quality, and purchase intention.	A 2 (brand) x 2 (treatment group) experimental “taste-test” design was created using two brands of cookies (national versus store brand) and two treatment conditions (whether the cookie was in its respective package or placed in the competitor's package). T-tests were used to compare mean scores of six product attributes (taste, texture, appearance, purchase intent, value) measured on five-point bi-polar adjective Likert scales.	Subjects' evaluations of the national brand were significantly higher compared to the store brand across five of the six cues with the exception of value (as measured by willingness to pay MSRP) when the national brand was in its respective packaging. Subjects also rated the national higher on four of the six cues when it was in the store brand bag. The reverse was not found when the store brand cookie was in the national brand bag.
8.	Bill Merrilees, Dale Miller	Principles of corporate rebranding	The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed.	From the literature, the existing state of the theory of corporate rebranding is articulated. That theory is extended by the development of six principles and by case research. The principles are illustrated in the case of a Canadian leather goods retailer which has implemented a major corporate rebranding strategy. The paper demonstrates the value of organisational single case studies as a precursor to further research.	The single case enables a more in-depth analysis of how branding principles were applied to corporate rebranding. All six principles were supported, indicating the need for maintaining core values and cultivating the brand, linking the existing brand with the revised brand, targeting new segments, getting stakeholder “buy-in”, achieving alignment of brand elements and the importance of promotion in awareness building.
9.	Philippa Hankinson, Wendy Lomax, Chris Hand	The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities	As staff are vital to successful re-branding, particularly in the charity sector where restricted budgets limit reliance on external marketing, it is important to understand the impact of re-branding on staff. This study aims to examine the effect of time on staff knowledge, attitudes and behaviour and, in addition, the interaction of time with seniority, tenure and level of support for re-branding.	The paper first explores the literature from both the for-profit and non-profit sectors. A quantitative study was undertaken in nine leading, UK charities that had re-branded two, three and four years ago; n=345. The data were analysed using one-way and two-way ANOVAs.	A negative relationship was found between time since re-branding and the three constructs of knowledge, attitudes and behaviour. But this consistency was not mirrored by a consistency in the impact of interaction effects.
10.	W. David Rees, Christine Porter	The re-branding of management development as leadership development – and its dangers	The purpose of this paper is to examine the re-branding of much management education and development under the heading of leadership and to identify the dangers this may bring particularly if it results in key management skills being neglected.	The authors use their extensive background in management education and development in the UK and abroad to consider the implications of the increasing emphasis on leadership as opposed to management education and development. Recent trends are identified as is both the distinction between and overlap between the terms leadership and management. Relevant literature is examined and the potential dangers of the re-branding process identified	Increasing use is being made of the term leadership. Whilst there is considerable overlap between the concepts of leadership and management, the market appeal to providers and users of qualification and short course programmes implies that leadership is a higher level of organisational activity than management. This may be an unrealistic view of organisational activity and ignores the concept of strategic management. However, it may create a market pressure for people to aspire to be leaders rather than managers. Four specific potential dangers are identified. These are the lack of emphasis on the need to match people to situations, a failure to distinguish between process and task leadership, the general lack of obvious pathways for people to become leaders rather than managers and neglect of the development of critical managerial skills. Whilst much useful work may take place under the title leadership there is also the overall danger that some of the activity is superficial and even counter-productive.