• The Southeast Asian review
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• v.22 no.2
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• pp.171-199
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• 2012

Saman, a novel written by Ayu Utami, has been recognized as the symbol of the politico-social changes, which began to occur since the collapse of Suharto' New Order regime in 1998. In the novel, Ayu Utami showed the spirits of resistance against various absurd socio-political circumstances during the New Order era such as pressure on discussion, abuse of power, politics-business collusion, patriarchism, and suppression of gender. In representing those spirits, Ayu Utami used unconventional structure-making, fresh feedback and multilayered descriptions of the figures, which brought her a fame as the pioneer of the Fragrant Literature (Angkatan Wangi or chick-lit). Ayu Utami particularly criticized that, under the name of sustaining the national integrity and identity, the New Order regime enhanced patriarchal system, which consequently infringed gender equality and women's rights to self-determination. In addition, Ayu Utami argued that the abuse of power and politics-business collusion, which were prevalent during the New Order period, destroyed lives of the masses and the Indonesian society.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.6
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• pp.1856-1868
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• 2008

This paper is about what is the effect of cultural marketing - which is affecting business ethics and social responsibility - on corporate image and formation of brand asset, and about which is getting more influence by cultural marketing among factors that is forming corporate image and brand asset. The results are like below. First, cultural marketing activities had an indirect influence on the corporate brand asset. Second, cultural marketing had an direct influence on the corporate brand image. Third, cultural marketing had a positive impact on reminding of the brand image. Fourth, social responsibility and business ethics had an indirect influence on the brand loyalty. Fifth, corporate social responsibility and business ethics had a positive impact on the brand image. Sixth, among the corporate social responsibility, community activities played a control variables. Seventh, regarding the characteristics of the respondents it showed that there's perception gaps among marketing, responsibility and ethics as well as brand assets. All in all, cultural marketing had an indirect effect on formulating corporate brand asset by the means of corporate image. The result is pointing out the importance of establishing a strategic marketing plan that is taking harmony between the character of cultural marketing and media, continuous and long-term plan, connection with the type of the brand asset into account. Moreover, as people realized that corporate business activities are brining not only economic consequences, such as providing goods and services but also social consequences, such as uneven distribution of wealth, dirty links between business and politics, consumers' security, pollution, and etc., companies are reconsidering its own role in society. This reconsideration is called corporate social responsibility and this pushed the company to keep business ethics together with their business.