BRAND SPIRITUALITY GENERASI Z SEBAGAI BRAND PARTNER ORIFLAME

Dewayani, Rahma Dita (2024) BRAND SPIRITUALITY GENERASI Z SEBAGAI BRAND PARTNER ORIFLAME. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

This study aims to explore the understanding of how the dimensions of Brand Spirituality in Generation Z influence the emotional attachment and behavior of Oriflame's Brand Partners. These dimensions include Meaningful Spirit, Brand Faith, Brand Ideology, Brand Fanaticism, Brand Fetishism, and Brand Evangelism. The research uses a descriptive qualitative method with an exploratory case study approach to gain in-depth insights into the spirituality phenomenon among Generation Z as Oriflame Brand Partners. This study explores the dimensionality of Generation Z's spirituality as Oriflame Brand Partners through the AKIELS theory, with a focus on Brand Spirituality. The results indicate that Oriflame’s Generation Z Brand Partners exhibit a high level of Brand Spirituality, where they experience a profound connection with Oriflame’s values and demonstrate strong commitment and loyalty to the brand. The Brand Partners not only act as brand advocates but also voluntarily protect Oriflame’s reputation and provide valuable feedback. This research contributes significantly to understanding how Brand Spirituality affects the behavior of Brand Partners and offers practical recommendations for developing more effective marketing strategies to build strong emotional relationships with Brand Partners. Keywords: Brand Spirituality, Generation Z, Oriflame, Brand Partner, AKIELS Model.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Brand Spirituality, Generation Z, Oriflame, Brand Partner, AKIELS Model.
Subjects:	Communication Science > Marketing Communications Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial
Depositing User:	Rahma Dita Dewayani
Date Deposited:	09 Sep 2024 04:32
Last Modified:	19 Sep 2024 09:38
URI:	https://repository.bakrie.ac.id/id/eprint/10650

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