Measuring Emotional Value in the Digital Brand

Syafrizal Helmi Situmorang

, Endang Sulistya Rini

, Sirojuzilam Hasyim

, Arlina Nurbaity Lubis

Management Department of Universitas Sumatera Utara

Economic Development Department of Universitas Sumatera Utara

Keywords: Brand Value, Emotional Value, Middle-Class Millenial

Abstract: When consumers are filled with a lot of complex information, they will tend to use their emotional

considerations rather than rationally. Therefore, in a crowded market, emotional responses will win over

rational thinking. For brands, the emotional element is very important as a differentiating factor. This element

provides the foundation and energy for the brand development strategy. Consumers evaluate brands not only

based on features and quality but mostly by feelings and experiences. This study aims to analyze the level of

the emotional value of consumers based on their experience when using brands. The respondents of this study

are the millennial city of Medan. The brands measured were 28 brands consisting of brand categories like e-

commerce, smartphones, camera, notebooks, online travel, transport applications, Net emotional value

measurement consists of value driver and value destroyer. Value drivers consist of attention clusters,

recommendation clusters, and advocacy clusters. The category of emotions that enter into the group destroys

is feeling dissatisfied, frustrated, disappointed, upset, stressed unhappy, feeling abandoned and feeling

pushed. Data analysis uses descriptive analysis where net emotional value is obtained from the positive

emotion (value driver) against negative emotion (value destroyer). Research findings show that all brands

observed have a positive net emotional value (NEV) value, meaning that the brands are able to manage the

emotional side of consumers. Theoretically, the results of this study show that realizing customer positive

emotions is the first step to improve the Customer Experience and customer loyalty. In practical terms, this

study provides guidance on calculating the net emotional value to brand managers.

1 INTRODUCTION

The field of philosophy has made an important

contribution to understanding the nature of

experience. Danish philosopher Søren Kierkegaard

associates experience with complex emotion.

Kierkegaard typically emphasizes that unique

experience is subjective. For him, subjectivity

represents the unique relationship a person has with

the external world and objectively. Subjectivity

additionally includes self-awareness that considers

past, present, and future. For Kierkegaard, not only

objective things have the truth. Subjective experience

additionally obtains truth for individuals. This is in

line with the views of American philosopher John

Dewey, who argues that knowledge (classification,

analysis, and judgment) is only part of individual

understanding with the world. Dewey's idea made

marketers submit that some different types of

experiences could be distinguished and measured

empirically.

Valuable experience inevitably generates

emotions that naturally encourage people to respond

to each other. According to Turner and Stets, (2005),

emotions emerge technically when the brain connects

neurotransmitters, neurological peptides, and

hormones - designing a musculoskeletal system that

produces mental and emotional responses. Pradeep

(2010) states that our nervous emotional bonds follow

the rise of emotions, where our brain and nervous

system will become more active when we are driven

by experience. Medina (2011) states that memorable

experiences will be embedded in memory.

Emotionally charged events will last longer in our

memory. The brain will remember the emotional

component of an experience better than other aspects.

William James, a great American psychologist,

criticizes the view that humans are purely rational

beings such as platonic views. He believes the

dominance of habits, instincts, and emotions in the

human brain is an important part that makes the

workings of the brain become effective. The mind

utilizes two diverse systems. (1) Rational and careful

Situmorang, S., Rini, E., Hasyim, S. and Lubis, A.

Measuring Emotional Value in the Digital Brand.

DOI: 10.5220/0009199701010111

In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 101-111

ISBN: 978-989-758-498-5

101

(2) fast, weak and emotional. The key to making the

proper decision is knowing when to practice it

(Lehrer, 2010).

The published results of the Dijksterhuis et al.

(2009) study show that when consumers are properly

loaded with much complex information, shoppers

will naturally tend to exercise their emotional brains.

Walker (2009) states that what we purchase is

influenced by unconscious factors. Ingwer (2012)

carefully explains in a full and crowded market,

emotional impulses will win over rational thinking.

Thus, emotions have an important role in human life.

Companies must be able to understand clearly,

operate it intelligently to sell products and services so

that they are liked by customers.

Ariely (2008) asserts that part of the human brain

is dominated by automatic (emotional) processes

rather than deliberate (cognitive) thinking, for

example we want to keep shopping (driven by

emotions) even though our logical brain knows that

we need to save money. He concluded that human

decisions are more often irrational than rational, and

it happens repeatedly in the same way. Feig (2006)

explains that if consumers are rational, it will be easy

to guess and marketing will be easier. Gungor (2007)

typically defines emotion as a conscious and

subjective experience with its main characteristics

being a physiological expression of the soul,

biological reactions and mental states. The essence of

Emotion represents a multi-dimensional feeling and

influences psychological decision making. Emotions

are related to cognitive evaluation, which is also

called "judgment." Smith & Ellsworth (1985) divided

cognitive assessment into six specific dimensions

namely pleasantness, certainty, self-responsibility,

anticipated effort, attention, and situational control.

Emotions are frequently associated with feelings,

temperament, personality, character, and motivation.

In marketing research, complex emotions are

considered as important experiences that guide

consumer decision making (Schmitt, 2011). This

research tries to measure customer emotions when

interacting with the brands. Emotions that arise can

lead to pessimism or optimism. This attitude will

affect the level of consumer activity towards the

brand (Achar and So, 2016). So emotions can

influence the decision making process if the brand

successfully focuses the consumer's thinking in the

same direction as those feelings. This study aims to

discuss values that the brand gives consumers. Is the

value given by the brand able to meet consumer

expectations?

2 LITERATURE REVIEW

2.1 Emotional Response

The French sociologist, Émile Durkheim, who

published his social study of Aboriginal meetings in

Central Australia, began a critical discussion with

emotion. He found the level of excitement increased

when the groups came together, and a type of

"collective thirst arose" (Durkheim, 1995). Durkheim

specifically noted that during face-to-face

experiences, emotions are stimulated and produced.

Then sociologist Erving Goffman analyzed

Durkheim's work and expanded it. That "meeting"

was explained by Goffman (1961) as experience.

Experience must be stimulated in order to stimulate

emotions and bring about positive transfers. The

transfer is the ability to take in one context what has

been learned and use it in new examples (Perkins and

Salomon, 1992)

Plutchik (1980) classifies 8 emotional responses

namely anger, fear, sadness, disgust, surprise,

anticipation, trust and joy. Murray (2013) states that

when a brand associates with positive emotions, the

company will get a higher level of trust and loyalty.

Martinez (2012) explains that the logos that are most

often associated with certain emotions will represent

the most reliable brands on the market. For Example,

Google always changes the writing and the design

varies according to the trend. That way Google tries

to positively influence our aesthetic emotions.

Brands need focusing on the customer's emotional

response. Brands that can inspire them will have a

stronger emotional connection. Therefore, companies

can sell their product/service at premium prices.

Companies that can measure customer emotions

accurately will be capable to identify and recognize

unpleasant experiences. As such, they will have the

opportunity to directly improve the touch points of

the customer experience.

2.2 Emotional Branding

Traditional consumer decision-making models are

usually based on rational, cognitive and sequential

choice theory. While emotional branding is based on

irrational choices. Morrison and Crane (2007) define

emotional branding as consumer involvement in

long-term intimate personal connections with brands,

which are beyond benefit-based satisfaction, and

which establish trust-based relationships in the

development of a comprehensive emotional

experience. Hence, the concept of emotional branding

is described as a successful association of certain

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emotions towards a brand in the minds of consumers

(Rossiter and Bellman 2012). This complex emotion

can be typically in the form of nostalgia, love or

friendship. The brand name is built on emotions. To

be successful, the emotional response and overall

experience that customers feel intuitively needs to be

involved with the brand (Hammond, 2008).

The brand concept must be a reflection of

consumer emotions and behavior, Therefore,

companies need to recognize these emotional

characteristics to persuade it (Ho, 2017). Research

conducted by Magdis et al., (2015) on 300 trademark

found companies that were able to pay attention to

consumer emotions would be capable to increase

sales four times more than those who only pay

attention to rational aspects.

2.3 Brand Value

Brand value can be thought from two economic or

psychological perspectives, namely (1) finance that

considers the brand as an asset in the balance sheet

(2) behavior, where brand strength is in the customer's

mind (O'Reilly, 2005). Researchers show that value

as behavior has great potential in developing

customer loyalty and helping marketing managers to

implement informed policies by understanding

consumer value constituents. (Sweeney and Soutar,

2001; Tsai, 2005).

The concept of value plays an important role for

companies, and customers have been investigated

since the 1990s. From a company perspective, value

is a source of competitive advantage (Woodruff,

1997) and the key to the company's long-term

success, because providing superior benefit to

customers will encourage consumer satisfaction

(Carpenter, 2008), increasing customer retention

(Koller, et al., 2011).

Brand is the value offered by the company to

customers. Value is all the gains received by the

customer divided by all the sacrifices given by

consumers to get the brand. According to Sweeney

and Soutar (2001) Value of customers has a

relationship with the desire to purchase a brand,

recommend it and not expect a problem from it.

Customer value is the process of evaluating and

rational and emotional choices of them towards a

brand (Kainth & Verma, 2011). based on a

comparison between the benefits obtained and

sacrifices given by the customer from before

purchase, during the transaction and post-purchase

assessment to achieve the consumer's goals and

objectives when using brands (Sanchez-Fernandez &

Iniesta-Bonillo, 2007).

2.4 Emotional Value

Zaichkowsky (1985) measures customer involvement

with the product (brand) it uses. According to him the

experience is diverse from the concept of motivation,

brand attachment or customer pleasure. Engagement

is based on needs, values, and interests that influence

consumers to brand. This opinion is in line with

Thomson et al. (2005) stating that emotional

attachment must be distinguished from other

constructs with which it can be correlated, such as

attitudes, satisfaction and involvement of brand

attitudes.

Some shopper behavior studies have previously

developed emotional relationships with consumption

(Plutchik, 1980; Holbrook et al., 1984). The

philosophical foundation laid out in this academic

field has amply provided a useful starting point for

initiating emotional measures in consumer behaviour.

Richins (1997) states that emotions represent

feelings, moods and emotions experienced by

customers when using a product or service. To be able

to assess emotions in consumption, emerging

emotions must be characterized. Bagozzi et al. (1999)

assessing the specific types of personal emotions that

arise in consumption represent reactive feelings

because of the direct results of service experience. If

the experience exceeds expectations, the positive

emotions that will arise as well as vice versa if the

experience is not in accordance with the level of

service expected

3 METHOD

The population of this research is the Millennial

Generation in the city of Medan. Millennial

generation (Generation Y) is the generation born

between 1981to 2000. It is estimated that the age is

17 to 37 years. Based on BPS Medan city 2018 data,

it is estimated that the number of Generation Y in

Medan city is 843,573. The characteristics of the

study population are also the middle class in Medan,

the Asian Development Bank (ADB) defines the

middle class with a range of expenditures divided into

three groups of people, namely the lower middle class

with $ 2-4 per day expenditure, the middle middle

class (middle -middle class) for $ 4-10 per day, and

upper-middle class with an expenditure of $ 10-20 per

day. By using the calculation of the software

calculator of margin error, at the level of confidence

95% and margin error 4% obtained the number of

research samples by 600 people. The sampling

method used is the Non Probability sampling method

Measuring Emotional Value in the Digital Brand

103

with the characteristics of the sample coming from

the middle class, millennial (Gen Y) and have used

the brand under study.

Digital brands were observed as many as 28

brands consisting of 6 categories such as social

media, ecommerce, smartphones, notebooks, camrea,

online travel and transport applications)The purpose

of this study is to measure the brand value and

emotional value felt by consumers when using a

brand. To test propositions, structured surveys are

used as research instruments. The data used in this

study is quantitative data.

Data sources in this study are primary data

obtained directly from respondents through

questionnaires. The scale used is the interval scale 1-

7 (strongly disagree - strongly agree). Data analysis

was performed with a quantitative descriptive

approach. Brand Value is the value (all benefits)

offered by the brand received by the customer. Brand

Value is measured by function, emotion, self

expression and social Value. Brand value is

calculated by looking at the average score of each

brand and then comparing it with the average score

of other brands. Net Emotional Value is measured by

the difference between the positive emotional

consumer (advocacy, recommendations and

attention) and the negative emotional consumer

4 RESULTS AND DISCUSSION

4.1

Descriptive Respondent

Based on the table 1 of descriptive respondent, it can

be seen that male respondents are 53,67% and Female

46,33%, With the majority of the total income 4-5

Million are 32%, aged 26-30 as much 33,00% and

majority education background is Undergraduated

(44,67%).

Table 1. Descriptive Respondent

Gender Frequency Percent

Male 322 53,67%

Female 278 46,33%

Total 600 100,00%

Income (Rp)

2-3 Millions 55 9,17%

3-4 Millions 133 22,17%

4-5 Millions 192 32,00%

5-7 Millions 125 20,83%

7-10 Millions 60 10,00%

more than 10 Millions 35 5,83%

Total 600 100,00%

Age

21-25 92 15,33%

26-30 198 33,00%

31-35 178 29,67%

36-38 132 22,00%

Total 600 100,00%

Education Background

Junior high school 10 1,67%

High school 178 29,67%

Diploma 89 14,83%

Undergraduated 268 44,67%

Post Graduated 55 9,17%

Total 600 100,00%

Source: Results of Research, 2019 (Processed Data).

EBIC 2019 - Economics and Business International Conference 2019

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Based on the results table 2, it can be seen most users

for the ecommerce category are shopee (277), the

Smartphone category is Samsung (320), the notebook

category is Acer (190), the Camera category is Canon

(138), the online travel category is Traveloka (326),

and the application category online transport is Gojek

(560). The most widely used digital brand is the

online transportation application, grab and gojek.

This result indicate that respondents have a high

dependency on this application.

Table 2. Respondents who use brands

Kategori Brand

Responden

ecommerce

BliBli 31

Buka Lapak 168

Lazada 236

Shopee 277

Tokopedia 204

Zalora 66

Smartphone

Asus 53

Iphone 157

Oppo 242

Samsung 320

Sony 30

Vivo 98

Xiaomi 131

Notebook

Acer 190

Apple 63

Asus 126

Dell 56

HP 124

Lenovo 94

Samsung 31

Toshiba 63

Camera

Canon 138

Nikon 74

PegiPegi 31

Travel online

Tiket.com 47

Traveloka 326

Apps Transport

online

Grab 455

Gojek 560

Source: Results of Research, 2019 (Processed Data)

4.2 Measuring Brand Value

The perceived value is the overall evaluation of the

customer about what they receive compared to what

the customer provides. Perceived value is a tradeoff

between all benefits and sacrifices. Value equally

refers to a mixture of brand attributes associated with

certain conditions of use. Bolton and Lemon (1999)

show that customers will decide how much to utilize

services in the future by considering how resources

are currently exchanged in the provider-customer

relationship. Customers will try maintaining payment

equality with the value they will receive. Empirically,

perceived value and consumer satisfaction are closely

related constructs.

Customer value has a relationship with the desire

to buy, to recommend and not expect a problem from

the product. if the value perceived by customers of a

brand is higher then cost, so the customer will have

more desire to buy the brand and recommend it to

others. Based on the result table 3, it can be seen as a

whole The brands perceived as giving the highest

value are shopee (ecommerce), iphone (smartphone).

Dell (Notebook), Canon (Camera), Traveloka (Travel

online), Gojek (Online transportation).

Function Value is the ability of a Brand to provide

functional benefits to customers. Sweeney and Soutar

(2001) emphasize functional value related to the

utility derived from the product/service because of the

reduction in the short-term and long-term costs it

perceives; functional value is also related to utility in

terms of expected performance based on perceived

quality. From table 3, it can be seen The brands that

are perceived to provide the highest functional value

are Lazada (ecommerce), Iphone (smartphone). Acer

and Apple (Notebook), Canon (Camera), Traveloka

(Travel online), Gojek (Online transportation).

Fournier (1998) notes the importance of emotions

in consumers' long-term relationships with certain

brands. Consumer's emotional memory will last from

time to time, which can be considered as high brand

loyalty. Emotional Value is the ability of a Brand to

provide emotional benefits such as feeling happy,

happy, satisfied when buying or using a brand. The

brands that are perceived to provide the highest

emotional value are shopee (e-commerce), samsung

(smartphone). Asus (Notebook), Canon (Camera),

Traveloka (Travel online), Gojek (Online

transportation).

Expression self Value is the ability of a Brand to

provide the benefits of expressing self-image like

being admired, looking great, being talked about by

people when buying or using a brand. The brands that

are perceived to provide the highest self-expression

Measuring Emotional Value in the Digital Brand

105

value are shopee (e-commerce), Apple (smartphone).

Dell (Notebook), Canon (Camera), Traveloka (Travel

online), Gojek (Online transportation).

Social value is associated with the aspirations of

customers to be connected with the desired social

group. Brands are identified as instruments that have

the abilities needed to enhance their social image or

enhance their self-confidence. Social Value is the

ability of a Brand to provide social benefits to

customers such as being part of a community or group

when buying or using a brand. The brands that are

perceived to provide the highest social value are

zalora (ecommerce), Apple (smartphone). Dell

(Notebook), Canon (Camera), Traveloka (Travel

online), Grab (Online transportation).

Research on branding emphasizes strong brand

building by providing a comprehensive brand

experience to consumer. A smart company will

provide experience and benefits to consumers.

Christopher (1996) asserts that the concept of

customer value recognizes that market success in a

new competitive environment requires not only

continued investment in brands but also investment in

customers so that the value customers receive

provides the basis for brand differentiation.

Aaker (1999) notes that brand personality can

help communicate product attributes and contribute

to functional benefits and can help create the benefits

of self-expression that are factors driving customers

to express their own personalities. From the historical

perspective of willing consumers, brand personalities

present self-expression and symbolic characteristics

of consumers. Consumers prefer expressing their

personalities using brands. Consumers also tend to

associate aspects of personality with the brands they

use. The results of Kim, Gupta & Koh's (2011)

research show that emotional and social value remain

key factors of the customer. Furthermore, Yeh et al.

(2016) research also shows that the influence of

emotional value is more dominant on brand loyalty

when compared to social and functional benefit.

4.3 Net Emotional Value

Zaichkowsky (1985) measures customer involvement

with the product (brand) it uses. According to him,

experience is different from the key concepts of

motivation, brand attachment or customer pleasure.

Involvement is based on needs, values and interests

that inspire consumers towards a brand. This opinion

is in line with Thomson et al. (2005) which states that

emotional attachment must be distinguished from

other constructs with which it can be correlated, like

attitude, satisfaction, and brand thinking

involvement.

Shaw (2007) divides the level of emotional value

of customers based on two comparable levels,

namely value destroyers and value driver. The

categories of Value destroyers like dissatisfied,

frustrated, disappointed, upset, stressed unhappy,

abandoned feelings and feelings of urgency. Next

three groups encourage value driver. (1) Attention

clusters are groups of customers who will expend

more money in the brief term. (2) Recommendation

cluster, namely satisfied customers who will

recommend a brand. Therefore, naturally arousing

this complex emotion will increase loyal customers

and the value of Net Promoter Score. (3) Advocacy

Cluster, the Defenders Group. Where key customers

are delighted and happy. Without being told by

company, enthusiastic customers will proactive

promptly notify and invite familiar people to operate

the brands they use.

Based on table 4 positive emotions can be seen,

Dell (30.4%), Xiaomi (23.80%) and Nikon (20.20%)

have the highest attention value. The level of attention

of the cluster shows that consumers are starting to be

attracted to the brand through the advertisements that

are displayed, the experience promised or the

reputation of the brand that they hear. The level of

attention of the cluster shows that consumers are

starting to be attracted to the label through the

advertisements that are displayed, the experience

promised or the reputation of the brand that they hear.

Consumers will be encouraged to find out and explore

about the brand. Consumers are expected to shop and

operate the brand. But this group purely received a

short-term impact. If their expectations are unmet or

are unsatisfied then, they will switch to other brands

and will unexpectedly turn into a group of destroyers.

According to Shaw (2007) Category of traits, that fall

into this group is Simulated, Interested, Energetic,

Indulgent, Exploratory.

After reaching the attention cluster phase and

successfully attracting customers, the company needs

to retain customers and cause loyal customers. The

following group is divided into two stages, and the

first stage is to arouse emotions in the

recommendation cluster. Recommendation is a group

of customers who will recommend the brand it

operates to others without being told to. The nature

categories included in the recommendation cluster

correctly are Trusted, Valued, Cared for, Safe and

Focused. Based on Tabel 4, can be seen zalora

(37.90), vivo and samsung (35.50%) have the highest

recommended value.

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The second stage is to increase customer loyalty

and reach the top to create "Supporters" through

advocacy clusters. If the company wants to start

gaining loyal customers and building long-term

relationships with them, then the business needs to

focus on this group. Based on Tabel 4, can be seen

Lenovo (47.90%), Asus (45.50%), traveloka 44.70%

have the highest advocacy value. The significant

difference between the recommendation and the

advocacy cluster is that the recommendation group is

reactive while the advocacy cluster is proactive. The

Defender Group can be reached if the customer is

happy and happy to use the brand.

But keep in mind that not all kinds of emotions are

valuable for organizational success. Some negative

emotions are actually destructive, for example

Dissatisfied, Disappointed, Irritated, Stressed,

Unhappy, Neglected, and Hurried. A collection of

destructive emotions remains the first thing that

should maintain the focus of corporate attention.

Shaw (2007) calls destroying clusters. This group not

only destroys value but also burdens company costs

such as handling buyer complaints, returns, and so on.

Negative emotions arises when customers do not get

results as expected by the company. So that it makes

customers angry, upset, and unhappy, this kind of

interaction can impair value. Consumers feel angry,

upset, and unhappy can cause them to switch to other

brands. The company will also expend much time

handling their complaints. Based on table 4 negative

emotions can be seen, Asus (39.60%), Blibli

(32.30%) and Bukalapak (28.00%) have the highest

destroyer value.

Richins (1997) states emotions are feelings,

moods and passions experienced by customers when

using products or services. To be able to judge

emotions in consumption, emotions that emerge must

be characterized. Bagozzi et al (1999) assess the type

of emotion that arises in consumption is reactive

emotion because the results of service experience and

positive, assuming the evidence exceeds expectations

or negative, if the experience does not match the

expected level of service. Emotional value associated

with the ability of products or services will produce

stimulation of feelings or affective circumstances. For

that the company must create a strong emotional

relationship with customers. Immense emotional

value will benefit the company because it reduces

consumer risk to consider competitors' bids, creates

trust and guarantees customer demand.

The results showed that all brand name observed

had positive net emotional value (NEV) , meaning

that these brands were able to manage the inspiring

side of consumers. The results confirm the

importance for companies to constantly discover

creative ways to better generate and enhance the

emotional value of them. Therefore, customers can

differentiate service offerings offered by competitors.

This will benefit the company starting by engaging

current consumers and retaining old customers.

5 CONCLUSIONS

Manifesting positive customer emotions mark the

first step to enhance customer experience and loyalty.

Customers who have a high NEV will spend money

to order products/services in the abbreviated term,

recommend the brand to their friends and will defend

the brand. Brand managers must understand the

knowledge, memories and feelings of customers

associated with the brand. This is due to the fact that

Emotional Value is an important factor in forming the

relationship between brands and customers.

Consumers will want a memorable experience.

Memorable experience will be a differentiating factor

with competitors and be an added value for the

company. Emotion is something that drives people to

act. Unfortunately, companies often forget the

importance of managing customer emotions.

whereas, emotional value is an important factor in

forming the relationship between brands and

customers.

Measuring Emotional Value in the Digital Brand

107

Table 3. Brand Value Comparison

category Brand Function Emotion

Self

Expression Social

Mean

Ecommerce BliBli 5,06 5,07 4,48 4,67 4,97

Buka Lapak 4,98 4,97 4,55 4,38 4,72

Lazada 5,47 5,15 4,81 4,52 4,99

Shopee 5,37 5,36 4,88 4,48 5,02

Tokopedia 5,17 5,09 4,7 4,56 4,88

zalora 5,06 5,21 4,83 4,57 4,92

Avarage 5,19 5,14 4,71 4,53 4,91

Smartphone Asus 5,2 5,32 4,79 4,47 4,95

Iphone 5,73 5,50 5,30 5,08 5,40

Oppo 5,59 5,4 5,03 4,71 5,18

Samsung 5,51 5,52 5,08 4,80 5,23

Sony 5,42 4,88 4,42 4,69 4,85

Vivo 5,53 5,19 5,30 4,90 5,23

Xiaomi 5,43 5,32 4,93 4,48 5,04

Avarage 5,49 5,3 4,98 4,73 5,13

Notebook Acer 5,66 5,53 4,9 4,38 5,12

Apple 5,66 5,47 5,33 4,88 5,34

Asus 5,47 5,60 5,10 4,54 5,18

Dell 5,62 5,58 5,39 5,53 5,53

HP 5,57 5,40 5,18 4,94 5,27

Lenovo 5,5 5,39 5,28 4,81 5,25

Samsung 5,41 5,48 5,45 5,19 5,38

Toshiba 5,49 5,55 5,19 4,68 5,23

Avarage 5,55 5,5 5,23 4,87 5,29

Camera Canon 5,6 5,48 5,23 5,18 5,37

Nikon 5,44 5,62 5,08 4,98 5,28

Avarage 5,52 5,55 5,16 5,08 5,33

Travel online Pe

iPe

i 5,52 5,52 5,52 4,69 5,31

Tiket.com 5,44 5,44 5,44 4,95 5,32

Traveloka 5,64 5,66 5,65 5,07 5,51

Avarage 5,53 5,54 5,54 4,9 5,38

Online transpor

5,55 5,43 5,43 4,51 5,23

Grab 5,36 5,38 5,38 4,67 5,2

Avara

5,46 5,41 5,41 4,59 5,21

Source: Results of Research, 2019 (Processed Data)



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Table 4. Net Emotional Value

Brand Advocacy Recommendation Attention

Value

Driver

Value

Destroyer

NEV

1 BliBli 38,60% 19,40% 9,70%

67,70% 32,30% 35,40%

2 Buka Lapak 30,10% 30,60% 11,30%

72,00% 28,00% 44,00%

3 Lazada 42,80% 26,40% 10,90%

80,10% 19,90% 60,20%

4 Shopee 39,70% 20,90% 19,10%

79,70% 20,20% 59,50%

5 Tokopedia 34,80% 30,40% 16,70%

81,90% 18,10% 63,80%

6 Zalora 20,30% 37,90% 12,10%

70,30% 29,70% 40,60%

7 Asus 26,40% 17,00% 17,00%

60,40% 39,60% 20,80%

8 Iphone 33,80% 33,00% 19,70%

86,50% 13,50% 73,00%

9 Oppo 40,50% 22,70% 16,10%

79,30% 20,70% 58,60%

10 Samsung 39,10% 26,60% 12,00%

77,70% 22,30% 55,40%

11 Sony 33,30% 23,30% 20,10%

76,70% 23,30% 53,40%

12 Vivo 23,90% 35,50% 19,30%

78,70% 21,30% 57,40%

13 Xiaomi 25,90% 30,50% 23,80%

80,20% 19,80% 60,40%

14 Acer 39,60% 23,00% 17,80%

80,40% 19,60% 60,80%

15 Apple 38,10% 22,20% 19,00%

79,30% 20,60% 58,70%

16 Asus 45,50% 24,40% 12,20%

82,10% 17,90% 64,20%

17 Dell 32,10% 23,20% 30,40%

85,70% 14,30% 71,40%

18 HP 39,60% 21,50% 18,80%

79,90% 20,10% 59,80%

19 Lenovo 47,90% 22,30% 8,50%

78,70% 21,30% 57,40%

20 Samsung 32,30% 35,50% 12,90%

80,70% 19,40% 61,30%

21 Toshiba 39,70% 33,30% 14,30%

87,30% 12,70% 74,60%

22 Canon 41,90% 28,30% 13,60%

83,80% 16,20% 67,60%

23 Nikon 44,60% 24,50% 20,20%

89,40% 10,60% 78,80%

24 PegiPegi 35,50% 29,00% 16,10%

80,60% 19,40% 61,20%

25 Tiket.com 40,40% 23,40% 14,90%

78,70% 21,30% 57,40%

26 Traveloka 44,70% 26,40% 10,70%

81,80% 18,30% 63,50%

27 Grab 41,10% 23,50% 14,90%

79,50% 20,40% 59,10%

28 Gojek 39,80% 24,80% 13,30%

77,90% 22,00% 55,90%

Source: Results of Research, 2019 (Processed Data)



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