Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025

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

Authors
Nur Evitriana Ramadanty1, *, Tetty Rimenda2, Sylvia Rozza2
1Finance and Banking Study Program, Applied Bachelor‘s Degree Program, Accounting Department Politeknik Negeri Jakarta, Jakarta, Indonesia
2Accounting Department, Politeknik Negeri Jakarta, Jakarta, Indonesia
*Corresponding author.
Corresponding Author
Nur Evitriana Ramadanty
Available Online 31 December 2025.
DOI
10.2991/978-94-6463-938-4_34How to use a DOI?
Keywords
Brand Awareness; E-WOM; Jingle; Naming Rights; Perceived parent brand fit; Public Transport Marketing
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2025
ISBN
978-94-6463-938-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-938-4_34How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nur Evitriana Ramadanty
AU  - Tetty Rimenda
AU  - Sylvia Rozza
PY  - 2025
DA  - 2025/12/31
TI  - Riding the Branding Wave: Naming Rights of Coffee Tuku at MRT Cipete Raya
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 287
EP  - 295
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_34
DO  - 10.2991/978-94-6463-938-4_34
ID  - Ramadanty2025
ER  -