Balanced messaging for experienced laptop consumers
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Author (Corporation)
Publication date
2021
Typ of student thesis
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Collections
Type
01A - Journal article
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Parent work
Jurnal Sosioteknologi
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DOI of the original publication
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Series
Series number
Volume
20
Issue / Number
3
Pages / Duration
299-311
Patent number
Publisher / Publishing institution
Institut Teknologi Bandung
Place of publication / Event location
Bandung
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Abstract
This research aims to obtain empirical evidence about the impact of “balanced messaging” (a marketing communication practice where both strengths and weaknesses of a product are communicated to consumers) in marketing communication on consumers’ brand loyalty. With three laptop brands being the subjects and university students in Indonesia being the sample, surveys with an experimental design were conducted. Participants (n = 90) were randomly grouped into those being exposed to product’s strengths only (Group A), product’s weaknesses (Group B), and product’s strengths and weaknesses (Group C) – with 30 participants in each group. Using ANOVA, the results indicate that balanced messaging can be as constructive as imbalanced messaging, which focuses merely on strengths in the context of brand loyalty. With several limitations, this preliminary study is expected to benefit marketers to create fairer marketing communication.
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ISBN
ISSN
2443-258X
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Gold
License
Citation
Putra Pratama, A., Djati, D. K., Chandra, P., & Tomasowa, D. (2021). Balanced messaging for experienced laptop consumers. Jurnal Sosioteknologi, 20(3), 299–311. https://doi.org/10.5614/sostek.itbj.2021.20.3.2