印尼年輕一代時下給出了很多的注意力轉向自己的外表在日常生活中，因為他們穿什麼代表他們在社會中。目前時尚的研究一般集中在北美和歐洲的消費者，而南亞的消費行為是比較陌生的。例如，印刷媒體仍然受到普遍印尼當今企業首選比互聯網媒體。這項研究是這樣設計的，以發現如何年輕一代可能會在小冊子的營銷重點放在蠟染設計時尚，它被聯合國教科文組織已被列為印度尼西亞國家遺產做出響應。女性/男性代言人和英語/印尼語用於對消費者的感知價值和品牌形象的宣傳冊中的不同影響進行實證提出和測試。根據從幾個城市在印度尼西亞160女大學生，調查結果表明：（一）女代言人創造了一個顯著更高的感知價值高於男性代言人的; （二）英文小冊子，導致比印尼手冊（三）感知價值和品牌形象顯著更好的感知價值和品牌形象被發現顯著影響購買意向。管理意義進行了相應討論。

Indonesian young generation nowadays gives a lot of attention towards their appearance in everyday life because what they wear is representing them in society. Current fashion studies generally focused on North American or European consumers, while the South Asian consumer behaviors were relatively unknown. For example, the printed media is still preferred by general Indonesian businesses today than that of the Internet media. This study was thus designed to uncover how the young generation might respond to the booklet marketing focusing on the batik design fashion, which by UNESCO had been listed as one of Indonesia national heritage. The diverse impacts of female/male endorser and English/Indonesian language used by the brochure toward the consumers’ perceived value and brand image was empirically proposed and tested. Based on 160 female university students from several cities in Indonesia, findings showed that: (a) female endorser created a significantly higher perceived value than that of male endorser; (b) English booklet resulted in a significantly better perceived value and brand image than Indonesian booklet (c) both perceived value and brand image were found to significantly influence the purchase intention. Managerial implications were discussed accordingly.

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