Consumers' Internal Meaning on Complementary Co-Branding Product by Using Osgood's Theory of Semantic Differential

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 – 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