Bilson Simamora, is a Professor of management science, Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta. He earned a master’s degree in 1994 in Marketing from Prasetiya Mulya University. He also got a doctoral degree in marketing from the University of Indonesia. His research interests are in consumer behavior, strategic marketing, marketing research, and brand management. He has his works published in International Review of Management and Marketing, Journal of Educational, Health, and Community Psychology, ASEAN Marketing Journal, Humaniora, Marketing Science Letters, International Journal of Evaluation and Research in Education, Gadjah Mada International Journal of Business, including dozen books published by notable publishers Gramedia Pustaka Utama, and hundreds of marketing and research materials posted in this website. Author’s contact detail: Kwik Kian Gie School of Business, Jl. Yos Sudarso Kavling 87 Sunter Podomoro, Jakarta, Indonesia, Phone: +62165307062, Fax.: +62165306967, Email: email@example.com.