Track: e-Business/e-Service/e-Commerce

Abstract

This quantitative research is to find out the effect of the independent variables such as brand innovativeness, brand customer orientation, brand self-relevance, and brand social responsibility towards global brand commitment in international market. Data collection was done using electronic questionnaire where a series of indicators derived from previous research from various scholars were used to assess the perception of respondents towards the research variables. 138 respondents that participated in this research are Indonesian citizens that lives in Jakarta area and therefore the data gathered from the respondents are further assessed using Stata. The result of measurement for hypothesis testing on global brand commitment factors turned out to be supporting the hypothesis and leaving only one hypothesis unsupported. At the end, the research has proposed some managerial implications that can be used by international brand managers as advice or feedback for their global brand marketing.