Kusumah, Aninditya Iswari and Anantadjaya, Samuel PD (2015) Analysis of Contemporary Artists in Indonesia: The Study of Brand Images Influences on Market Acceptance and Market Opportunity. Bachelor thesis, Swiss German University.

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Abstract

The issues surround brand images are not only applied to organization and products, but also towards individual. Indonesian contemporary artists are demanded to do their own business and management strategies to excel in their artistic fields. The lack of understanding towards the art business scenes has suppressed the growth of the business. The purpose of this study is to see the relationship between brand images towards market acceptance and how it affects market opportunity for the artists as well seeing the opportunity for art business within Indonesia. This research is conducted with questionnaires for contemporary artists and potential consumers as well as interviews with respective art business people in Indonesia. This study finds how brand images may not have significant relationship towards market acceptance while the market acceptance has significant relationship in influencing market opportunity for Indonesian Contemporary arts business scene. The conclusion that comes is higher market acceptance, appreciation and knowledge about art translates to a bigger market opportunity.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Images; Market Acceptance; Market Opportunity; Contemporary Arts; Artists
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59.2 Corporate image H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5813 Endorsements in advertising H Social Sciences > HF Commerce > HF5823 Branding (Marketing) H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	04 Dec 2020 14:26
Last Modified:	04 Dec 2020 14:29
URI:	http://repository.sgu.ac.id/id/eprint/1553

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