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Consumers’ Internal Meaning on Complementary Co-Branding Product by Using Osgood’s Theory of Semantic Differential

Rachmat Kriyantono ()
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Rachmat Kriyantono: School of Communication, Universitas Brawijaya, Indonesia

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: "Objective – The research focuses on applying semantic meaning theory and semantic differential scale to marketing communication, particularly co-branding products strategy, as an external stimulus to the consumers. The research aims to evaluate a hypothesis that co-brands have different meaning from the consumers, however, the consumers would express more positive meaning –evaluation, activity, potency- toward a parent brand. Methodology – Although co-branding products have been in use for some time, there is surprisingly little quantitative empirical research on the subject. Findings – A survey on 100 respondents reveals that although co-brands –Avanza and Xenia- have identical products, they have different meaning from the consumers, and the consumers express more positive meaning –evaluation, activity, potency- toward Avanza rather than Xenia. Novelty – It contributes to develop the study of co-branding in Indonesia."

Keywords: Co-branding Product; Indonesia; Marketing Communication; Osgood’s Semantic Differential; Semantic Meaning Theory. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-sea
Date: 2017-05-18
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Published in Journal of Management and Marketing Review, Volume 2, Issue 2

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