The Quest for Inauthenticity: How Indonesian Bikers Co-Produce Value through Brand Camouflage  

Oleh:

Simamora, Bilson

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: International Research Journal of Business Studies vol. 7 no. 2 (2014), page 121-139.
Topik: Service dominant logic; brand camouflage; objective inauthenticity
Fulltext: 1124-432_her.pdf (1.34MB)

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Service dominant logic (SDL) concept posits that co-production of value process occurs during pre-production stages. This study holds that that process can also be occurred during consumption stage through brand camouflage. To prove this notion, the author studied the Indonesia most successful China-made motorcycle Kaisar Ruby Moge consumers, among which brand camouflage is almost a must. Netnography was utilized as research method. Data are collected from brand community websites, motorcycle blogs, and virtual forum of fans. This research found that bikers co-create experiential, social values, self-expression and collective self-esteem values through brand camouflage. Values are hierarchical in nature and the main source of them is objective inauthenticity. The author suggests that ‘easy to cammouflage’ can be used as unique selling proposition in motorcycle marketing. Others researchers are suggested to study brand camouflage further to ensure its external validit.

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