Title: THE EFFECT OF MESSAGE CONSISTENCY ON BRAND ASSOCIATION AND BRAND ATTITUDE WITH BRAND FAMILIARITY AS A MODERATION IN CIGARETTE BRAND ADVERTISING AND SPONSORSHIP.

Authors: Rahmat Saleh

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

This study aims to determine the activity of delivering message consistency in a promotional activity in two media, namely advertising and sponsorship. The relationship to brand attitudes and brand associations moderated by brand familiarity is analyzed. Message consistency is divided into consistent messages and inconsistent messages. And brand familiarity is divided into familiar brands and unfamiliar brands. The object of research is cigarette brands. This study is an experimental study. The experimental study was conducted by dividing 4 treatment groups. The data analyzed were primary data that were cross-sectional data. This was done by distributing questionnaires to 4 different groups of respondents who were between subjects. Each group consisted of 30 respondents with a total of 120 respondents. The results of this study indicate that message consistency has a significant effect on brand attitudes and brand associations. In addition, moderation in brand familiarity also affects the relationship between message consistency on brand attitudes and brand associations. The moderating effect of the results of this study can be concluded that to be able to build brand attitudes, it is better to use familiar brands and inconsistent messages. And to be able to build brand associations, it is better to use familiar brands and consistent messages.

Keywords: Message consistency, brand familiarity, brand attitude, brand association, advertising media, sponsorship media

Sources: http://repository.unair.ac.id/37044/