The effect of brand design on brand gender perceptions and brand preference

Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. Originality/value – This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.

Buklet sebagai Media Pencegahan terhadap Kekerasan Seksual pada Anak-anak

Kekerasan seksual pada anak (KSA) merupakan aktivitas seksual yang melibatkan anak-anak oleh orang yang lebih dewasa. Perbuatan ini mengakibatkan trauma, baik fisik, psikis, sosial, maupun perilaku. Fenomena ini tidak selalu terlaporkan mengingat keadaan, kesediaan atau keberanian korban untuk melaporkan, dukungan keluarga untuk mempertahankan laporan ke polisi, dan kepedulian berbagai pihak pada perlindungan anak. Demi melindungi anak maka diperlukan suatu strategi preventif untuk mengantisipasi meluasnya kasus tersebut. Media buklet diharapkan dapat menjadi salah satu bentuk media pendukung pencegahanterhadap KSA. Suatu studi dilakukan untuk menguji apakah media buklet dapat dipakai sebagai alat pencegahan KSA, khususnya bagi siswa sekolah dasar (SD). Metode studi yaitu deskriptif dengan subjek 4 orang ahli media. Analisis deskriptif digunakan untuk mengukur kelayakan media buklet melalui penilaian para ahli media tersebut. Hasilnya ditemukanbahwa warna, tipe huruf, ukuran huruf, kesesuaian antara gambar dan kata, maupun kalimat serta substansi materi yang terdapat dalam buklet yang diuji sudah sesuai untuk siswa, walau dengan beberapa saran untuk direvisi. Studi ini menyimpulkan bahwa medium buklet dapat diterapkanpada siswa SD sebagai alat pendukung pencegahan KSA.Kata kunci: Kekerasan seksual anak, buklet, media pencegahanAbstractChild sexual abuse (CSA) is a sexual activity involving the children by the adults. The acts have caused physical, psychological, social, and behavior trauma as well. This phenomena was not always been recorded, due to circumstances and the courages of the victims and family to report to the police, as well as concern of various parties to protect the children. For the sake of child protection, a prevention strategy is needed to anticipate the cases spread out. Booklet is expected to be one of the supporting media forCSA prevention. A study was carried out to test the use of booklet as the prevention medium for the CSA, especially for the elementary school students. This is a descriptive method using 4 media experts as subject. Descriptive analysis was used to measure the booklet use through the media experts review. As result, this study found that colors, font type, font size,compatibility of pictures and words, and sentences, as well as materials are suited to the elementary school students, although there are some revisions needed. It can be concluded that booklet can be applied as preventive tool toward the CSA, particularly for the elementary school students.Key words: Child sexual abuse, booklet, preventive media