Categorization of brand contact attributes in a public space. Study case: Lapangan Banteng Park Jakarta

Abstract

A brand cannot be created without the context of consumers. People need to interact with the brand to create the brand itself. The interaction through communication between consumers and a brand is called brand contacts. Brand contacts that are repeated and then received in people's minds create a different image for each person. That image contributes to the establishment of a public place brand and determines an individual's perception and perspective towards the brand. For a brand contact to occur, it needs a vehicle called brand contact attributes to accommodate the interaction between the consumers and the brand. This paper aims to explore and reveal people's responses towards brand contact attributes in a public space. Kano's model and I-S model were used as a tool to examine the differences between brand contact attributes in a public place. These models utilize fulfillment, satisfaction, and importance value to assess the brand contact attributes. Lapangan Banteng Park, located in Central Jakarta, was chosen as a site for the study. The attributes that involve possible physical contact in Lapangan Banteng Park were categorized into five quality attributes based on Kano's model. The I-S model determines the character and quality of the attributes and recommends a basis for further action as required by the specific attributes of a public place. The results show that there are brand contact attributes in Kano's model categories that may be placed differently in the I-S model quadrant.