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

Author

Listed:
  • Rachmat Kriyantono

    (School of Communication, Universitas Brawijaya, Indonesia)

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."

Suggested Citation

  • Rachmat Kriyantono, 2017. "Consumers� Internal Meaning on Complementary Co-Branding Product by Using Osgood�s Theory of Semantic Differential," GATR Journals jmmr140, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr140
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    References listed on IDEAS

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    1. Bernd Helmig & Jan-Alexander Huber & Peter S. H. Leeflang, 2008. "Co-branding: The Stae of the Art," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 60(4), pages 359-377, October.
    2. Dickinson, Sonia J. & Heath, Tara, 2008. "Cooperative Brand Alliances: How to Generate Positive Evaluations," Australasian marketing journal, Elsevier, vol. 16(2), pages 22-38.
    3. Alexandru-Constantin Strunga, 2014. "Osgood's semantic differential: a review of the Romanian social sciences literature," Social Sciences and Education Research Review, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 1(2), pages 22-28, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Co-branding Product; Indonesia; Marketing Communication; Osgood�s Semantic Differential; Semantic Meaning Theory.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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