Consumers' Internal Meaning on Complementary Co-Branding Product by Using Osgood's Theory of Semantic Differential
Journal Title: GATR Journal of Management and Marketing Review - Year 2017, Vol 2, Issue 2
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/Technique - 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.
Authors and Affiliations
Rachmat Kriyantono
Keywords
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