The Effect of Perceived Advertising Effort on Brand Perception: Implication for Retailers in Jakarta

Abstract

This paper intends to examine how advertising and promotion creativity and believability shape consumer perception towards a retailer's business philosophy (Integrity and or learning orientation) and its impact on their brand recognition and purchasing intention towards retailers, specifically in Jakarta. In total, 100 respondents were surveyed. This research provides insight into understanding the consequences of constructing integrity-oriented and learning-oriented business philosophy in terms of its retailer in a specific cultural context, in this case, Jakarta. It also acts as a guide for brand retailers that intends to improve their recognition of a brand and purchasing intention through marketing, advertising, and promotion efforts in terms of its creativity and believability. There is also a possibility of changes in their business philosophy regarding their integrity and learning orientation.