Riding the Branding Wave: Naming Rights of Coffee Tuku at MRT Cipete Raya

Nur Evitriana Ramadanty, Tetty Rimenda () and Sylvia Rozza
Additional contact information
Nur Evitriana Ramadanty: Accounting Department Politeknik Negeri Jakarta, Finance and Banking Study Program, Applied Bachelor‘s Degree Program
Tetty Rimenda: Politeknik Negeri Jakarta, Accounting Department
Sylvia Rozza: Politeknik Negeri Jakarta, Accounting Department

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 287-295 from Springer

Abstract: Abstract Brand awareness is a key foundation of customer-based brand equity, shaping how consumers recognize, recall, and consider a brand in their decisions. In Indonesia’s competitive F&B market, local brands like Kopi Tuku must stay relevant amid international and large-scale rivals. This study analyzes how jingles, perceived parent brand fit, and electronic word of mouth (E-WOM) affect Kopi Tuku’s brand awareness through its naming rights sponsorship of Jakarta MRT’s Cipete Raya Station. Using a quantitative explanatory design, data from 150 purposively sampled MRT users were analyzed with PLS-SEM. Results show all three variables significantly enhance brand awareness, with perceived parent brand fit having the strongest effect, followed by E-WOM and jingles, explaining 64.4% of variance. The findings highlight the synergy of audio, visual, and digital exposure in building brand salience in public spaces. This study extends naming rights theory beyond sports to public transportation and proposes the Integrated Public Sponsorship Awareness Model (IPSAM). Practically, it offers cost-efficient promotion insights for local brands and revenue opportunities for public transport operators.

Keywords: Brand Awareness; E-WOM; Jingle; Naming Rights; Perceived parent brand fit; Public Transport Marketing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-938-4_34

Ordering information: This item can be ordered from
http://www.springer.com/9789464639384

DOI: 10.2991/978-94-6463-938-4_34

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().