Title: THE EFFECT OF MESSAGE CONSISTENCY ON BRAND ASSOCIATION AND BRAND ATTITUDE WITH BRAND FAMILIARITY AS A MODERATION IN CIGARETTE BRAND ADVERTISING AND SPONSORSHIP.
Author: 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 research aims to determine the consistency of message delivery activities of a promotional activity in two media, namely advertising and sponsorship. The relationship between brand attitudes and brand associations is analyzed which is moderated by brand familiarity. Message consistency is divided into consistent messages and inconsistent messages. And brand familiarity is divided into familiar brands and foreign brands. The object of research is cigarette brands. This research is experimental research. The experimental study was carried out by dividing 4 treatment groups. The data analyzed is primary data which is cross section data. This was done by distributing questionnaires to 4 different groups of respondents which were between subjects. Each group consisted of 30 respondents with a total of 120 respondents. The results of this research indicate that message consistency has a significant effect on brand attitudes and brand associations. Apart from that, moderation of brand familiarity also influences the relationship between message consistency on brand attitudes and brand associations. The moderating effect of the results of this research can be concluded that to be able to build brand attitude it is better to use a familiar brand and inconsistent messages. And to be able to build brand associations, it is best to use familiar brands and consistent messages.
Keywords: Message consistency, brand familiarity, brand attitude, brand association, advertising media, media sponsorship
Sources: http://repository.unair.ac.id/37044/
