Scale development of reformist brand in Indonesia

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Setiawan, Gunaro
Woods, Peter
Arli, Denni
Griffith University Author(s)
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2019
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Wellington, NZ

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Abstract

In recent years, Indonesia has undergone dramatic changes in leadership trend. Several politicians who were previously not known have gained national reputations due to their winning in prestigious elections. These leaders implemented innovative programs, have close relationship with the people, and were known to be capable in improving government quality of services. They were being seen as the new hope of the people and are known as the reformist. This research attempts to develop the scale indicators for a reformist based on the case of Ahok, Risma and Jokowi. The present research will explore the leaders’ political brand image using both document studies and interviews to determine how do these leaders managed to attain the brand image of a reformist from voters’ perspective. Results indicate three factors with high reliability scores which are leaders’ qualities, program and citizens’ engagement style.

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2019 ANZMAC Conference Proceedings

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© The Author(s) 2019. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).

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Marketing theory

Leadership

Political science

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Setiawan, G; Arli, D; Woods, P, Scale development of reformist brand in Indonesia, 2019 ANZMAC Conference Proceedings, 2019