Consumers� Internal Meaning on Complementary Co-Branding Product by Using Osgood�s Theory of Semantic Differential
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- 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.
- 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.
- Dickinson, Sonia J. & Heath, Tara, 2008. "Cooperative Brand Alliances: How to Generate Positive Evaluations," Australasian marketing journal, Elsevier, vol. 16(2), pages 22-38.
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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
NEP fields
This paper has been announced in the following NEP Reports:- NEP-IPR-2017-10-08 (Intellectual Property Rights)
- NEP-MKT-2017-10-08 (Marketing)
- NEP-SEA-2017-10-08 (South East Asia)
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