Decoding Culture: A Semiotic Exploration of Indonesian Instant Noodle Sustainable Branding Strategy

Reni Diah Kusumawati (), Agung Prasetyo Wibowo () and Herman Paleni ()
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Reni Diah Kusumawati: Universitas Gunadarma
Agung Prasetyo Wibowo: Universitas Gunadarma
Herman Paleni: Universitas Bina Insan

A chapter in Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, 2026, pp 679-699 from Springer

Abstract: Abstract This study explores the influence of cultural representation, semiotic advertising strategies, emotional attachment, and brand image on consumers’ perceptions of sustainable business strategies, using the Indomie brand as a case study. A quantitative semiotic approach was employed: a structured survey instrument grounded in Roland Barthes’s and Charles Peirce’s semiotic frameworks captured how consumers interpret Indomie’s branding at denotative, connotative, and mythic levels, and through iconic, indexical, and symbolic cues. Data from 333 purposively sampled Indonesian consumers were analyzed using multiple linear regression. Findings reveal that cultural representation, semiotic strategy, and emotional attachment each have a significant positive effect on consumer sustainability perceptions, while all four variables combined exert a strong, significant influence. The results underscore the vital role of embedding cultural and semiotic elements (e.g., culturally resonant symbols and imagery) within brand communication to strengthen sustainability perceptions. The study contributes to theory by integrating semiotic theory into quantitative analysis, thus advancing knowledge in consumer behavior and sustainable marketing, and offers practical insights for companies designing culture-based branding strategies that resonate globally.

Keywords: Brand_Image; Consumer_Perception; Cultural_Representation; Emotional_Attachment; Semiotic_Strategy; Sustainable_Business (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-4017-4_43

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DOI: 10.1007/978-981-95-4017-4_43

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