Brand Awareness, Brand Modesty, Consumer Involvement, and Perceived Quality of Modest Sportswear in Greater Jakarta, Indonesia

Leonard, Citra Anggia Fathia, Daniya

2018

Abstract

Indonesia is the country with the largest Muslim population in the world with 87 percent of its population is Muslim (USCIRF, 2017). With this condition, modest sportswear has a huge market potential. In addition, Indonesian culture, in general, has always valued the norm of modesty. In this study, we investigate the relationship between brand awareness, brand modesty, consumer involvement and perceived quality of modest sportwear in Greater Jakarta, Indonesia. Data analysis was carried out by performing PLS-SEM and SmartPLS software package. The result indicates that brand modesty and consumer involvement have significant positive effects on perceived quality of modest sportswear in Greater Jakarta, Indonesia. Further managerial implications are discussed.

Paper Citation

in Harvard Style

Leonard., Fathia C. and Daniya. (2018). Brand Awareness, Brand Modesty, Consumer Involvement, and Perceived Quality of Modest Sportswear in Greater Jakarta, Indonesia.In Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar, ISBN 978-989-758-363-6, pages 134-138. DOI: 10.5220/0008489401340138

in Bibtex Style

@conference{icebm untar18,
author={Leonard and Citra Anggia Fathia and Daniya},
title={Brand Awareness, Brand Modesty, Consumer Involvement, and Perceived Quality of Modest Sportswear in Greater Jakarta, Indonesia},
booktitle={Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,},
year={2018},
pages={134-138},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008489401340138},
isbn={978-989-758-363-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,
TI - Brand Awareness, Brand Modesty, Consumer Involvement, and Perceived Quality of Modest Sportswear in Greater Jakarta, Indonesia
SN - 978-989-758-363-6
AU - Leonard.
AU - Fathia C.
AU - Daniya.
PY - 2018
SP - 134
EP - 138
DO - 10.5220/0008489401340138