ACCULTURATIVE ICONIC PRODUCT ATTRACTIVENESS AND MARKETING PERFORMANCE

Abstract

This study was conducted to fulfill a research gap in the ability of product innovation to enhance marketing performance. This study proposed the concept of acculturative iconic product attractiveness for bridging the gap between product line innovation capability in increasing marketing performance. Sample data from 298 Batik SME in Cirebon District in Indonesia was used to test our model comprising four hypotheses. Our statistical test confirmed our model with four variables: product line innovation capability, acculturative iconic product attractiveness, consumer’s need adaptability and performance, indicated that acculturative iconic product attractiveness holds a strategic role in enhancing marketing performance.