Balanced messaging for experienced laptop consumers

dc.contributor.authorPutra Pratama, Andika
dc.contributor.authorDjati, Dhanu Koentoro
dc.contributor.authorChandra, Pujianto
dc.contributor.authorTomasowa, Delfiani
dc.date.accessioned2024-05-23T12:03:51Z
dc.date.available2024-05-23T12:03:51Z
dc.date.issued2021
dc.description.abstractThis 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.
dc.identifier.doi10.5614/sostek.itbj.2021.20.3.2
dc.identifier.issn2443-258X
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/43189
dc.identifier.urihttps://doi.org/10.26041/fhnw-7154
dc.issue3
dc.language.isoen
dc.publisherInstitut Teknologi Bandung
dc.relation.ispartofJurnal Sosioteknologi
dc.rights.urihttps://creativecommons.org/licenses/by-sa/4.0/
dc.spatialBandung
dc.subject.ddc330 - Wirtschaft
dc.titleBalanced messaging for experienced laptop consumers
dc.type01A - Beitrag in wissenschaftlicher Zeitschrift
dc.volume20
dspace.entity.typePublication
fhnw.InventedHereYes
fhnw.ReviewTypeAnonymous ex ante peer review of a complete publication
fhnw.affiliation.hochschuleHochschule für Wirtschaft FHNWde_CH
fhnw.affiliation.institutInstitut für Unternehmensführungde_CH
fhnw.openAccessCategoryGold
fhnw.pagination299-311
fhnw.publicationStatePublished
relation.isAuthorOfPublication9c7f15e9-872c-4e28-9cdb-54d9f15ea0a5
relation.isAuthorOfPublication.latestForDiscovery9c7f15e9-872c-4e28-9cdb-54d9f15ea0a5
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