BALANCED MESSAGING FOR EXPERIENCED LAPTOP CONSUMERS
Keywords:
balanced messaging, consumers, marketing, laptopAbstract
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.
References
Aditya, R. N. (2001). The psychology of deception in marketing: A conceptual framework for research and practice. Psychology & Marketing, 18(7), 735.
Adner, R. (2002). When are technologies disruptive? A demand" based view of the emergence of competition. Strategic Management Journal, 23(8), 667-688.
Aronson, E. (2012). Dissonance, hypocrisy, and the self-concept. In J. Aronson & E. Aronson (Eds.), Readings about the social animal (11th Ed., pp. 217-236). Worth Publishers.
Awaludin, R. (2015). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian pada Produk Handphone Merek Samsung di Yogyakarta. (Unpublished bachelor's thesis). Universitas Muhammadiyah Yogyakarta, Yogyakarta.
Chianasta, F. P., & Wijaya, S. (2014). The impact of marketing promotion through social media on people's buying decision of Lenovo in internet era: A survey of social media users in Indonesia. International Journal of Scientific and Research Publications, 4(1), 1-6.
Craig, A. W., Loureiro, Y. K., Wood, S., & Vendemia, J. M. (2012). Suspicious minds: Exploring neural processes during exposure to deceptive advertising. Journal of Marketing Research, 49(3), 361-372.
Crossan, M., Mazutis, D., & Seijts, G. (2013). In search of virtue: The role of virtues, values and character strengths in ethical decision making. Journal of Business Ethics, 113(4), 567-581.
Cai, H., Liu, Q., & Xiao, G. (2009). Does competition encourage unethical behavior? The case of corporate profit hiding in China. Economic Journal, 119(4), 764-95.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
Danaher, P. J., & Rossiter, J. R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, 45(1/2): 6-42.
Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215-226.
DeSanctis, G., & Poole, M. S. (1994). Capturing the complexity in advanced technology use: Adaptive structuration theory. Organization Science, 5(2), 121-147.
Dewati, O. S. (2017). Marketing Strategy in Penetrating Premium Laptop Segment and Strengthening the Brand, Study Case of PT Acer Indonesia. (Unpublished master's thesis). Institut Teknologi Bandung, Bandung.
Diaz, I., Chiaburu, D. S., Zimmerman, R. D., & Boswell, W. R. (2012). Communication technology: Pros and cons of constant connection to work. Journal of Vocational Behavior, 80(2), 500-508.
Elias, J., & Dees, G. J. (1997). The normative foundations of business. Research note, June, Harvard Business School, Cambridge, MA.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1994). Perilaku Konsumen (6th Ed.). Jakarta: Binarupa Aksara.
Finne, …., & Grnroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15(2-3), 179-195.
Folkes, V. S., & Kotsos, B. (1986). Buyers' and Sellers' Explanations for Product Failure: Who Done It?. Journal of Marketing, 50(2), 74-80.
Gummesson, E. (1987). The new marketing"developing long-term interactive relationships. Long Range Planning, 20(4), 10-20.
GurAfu, C. (2008). Integrated online marketing communication: implementation and management. Journal of Communication Management, 12(2): 169-184.
Hansen, N., Postmes, T., Tovote, K. A., & Bos, A. (2014). How modernization instigates social change: Laptop usage as a driver of cultural value change and gender equality in a developing country. Journal of Cross-Cultural Psychology, 45(8), 1229-1248.
Hastak, M., & Mazis, M. B. (2011). Deception by implication: A typology of truthful but misleading advertising and labeling claims. Journal of Public Policy & Marketing, 30(2), 157-167.
Hanzaee, K. H., & Khosrozadeh, S. (2011). The effect of the country-of-origin image, product knowledge and product involvement on information search and purchase intention. Middle-East Journal of Scientific Research, 8(3), 625-636.
Hicks, S. R. (2018). Ayn Rand and contemporary business ethics. Journal of Accounting, Ethics & Public Policy, 3(1): 1-26.
Huang, C. Y., Chou, C. J., & Lin, P. C. (2010). Involvement theory in constructing bloggers' intention to purchase travel products. Tourism Management, 31(4), 513-526.
Jiang, Z., Chan, J., Tan, B. C., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34-59.
Kaptein, M. (2008). Developing a measure of unethical behavior in the workplace: A stakeholder perspective. Journal of Management, 34(5), 978-1008.
Kay, R. H., & Lauricella, S. (2011). Unstructured vs. structured use of laptops in higher education. Journal of Information Technology Education, 10(1), 33-42.
Kemp, A. T., Preston, J., Page, C. S., Harper, R., Dillard, B., Flynn, J., & Yamaguchi, M. (2014). Technology and teaching: A conversation among faculty regarding the pros and cons of technology. The Qualitative Report, 19(6): 1-23.
Kilduff, G. J., Galinsky, A. D., Gallo, E., & Reade, J. J. (2016). Whatever it takes to win: Rivalry increases unethical behavior. Academy of Management Journal, 59(5), 1508-1534.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. Wiley International Encyclopaedia of Marketing, 1-23.
Kotler, P., & Mantrala, M. K. (1985). Flawed products: Consumer responses and marketer strategies. Journal of Consumer Marketing, 2(3): 27-36.
Kurniawan, Vincentius Hadi. (2011). Pengaruh brand image dan customer satisfaction terhadap brand loyalty melalui brand attitude pada laptop Acer di Surabaya. (Unpublished bachelor's thesis). Universitas Katolik Widya Mandala, Surabaya.
Laczniak, G. R., & Murphy, P. E. (2006). Normative perspectives for ethical and socially responsible marketing. Journal of Macromarketing, 26(2), 154-177.
Le Menestrel, M. (2002). Economic rationality and ethical behaviour: ethical business between venality and sacrifice. Business Ethics: A European Review, 11(2), 157-166.
Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43-57.
Liu, Y., Shankar, V., & Yun, W. (2017). Crisis management strategies and the long-term effects of product recalls on firm value. Journal of Marketing, 81(5), 30-48.
Lubis, M. R. H., Nuryakin, N., & Susanto, S. (2018). Understanding Customer Purchase Intention of PC Product on Indonesia. Asia-Pacific Management and Business Application, 7(2), 91-104.
Maclaran, P., & Catterall, M. (2002). Researching the social web: marketing information from virtual communities. Marketing Intelligence & Planning, 20(6): 319-326.
Matzler, K., Grabner" Krauter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: the mediating role of brand trust and brand affect. Journal of Product & Brand Management, 17(3): 154-162.
Mendelson, H. (2000). Organizational architecture and success in the information technology industry. Management Science, 46(4), 513-529.
Nysveen, H., & Pedersen, P. E. (2005). Search mode and purchase intention in online shopping behaviour. International Journal of Internet Marketing and Advertising, 2(4), 288-306.
PC makers struggle to meet demand. (2019, February 14). Retrieved from https://www.techadvisory.org
Pierce, J. R., Kilduff, G. J., Galinsky, A. D., & Sivanathan, N. (2013). From glue to gasoline: How competition turns perspective takers unethical. Psychological Science, 24(10), 1986-1994.
Ramesh Kumar, S., & Advani, J. Y. (2005). Factors affecting brand loyalty: A study in an emerging market on fast moving consumer goods. Journal of Customer Behaviour, 4(2), 251-275.
Rigdon, M. L., & D'Esterre, A. P. (2015). The effects of competition on the nature of cheating behavior. Southern Economic Journal, 81(4), 1012-1024.
Schiffman, L., Hansen, H., and Kanuk, L. (2000). Consumer Behaviour: A European Outlook. London: Pearson Education.
Schwieren, C., & Weichselbaumer, D. (2010). Does competition enhance performance or cheating? A laboratory experiment. Journal of Economic Psychology, 31(3), 241-253.
Shang, R. A., Chen, Y. C., & Liao, H. J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4): 398-418.
Shleifer, A. (2004). Does competition destroy ethical behavior?. American Economic Review, 94(2), 414-418.
Shugan, S. M. (2005). Brand loyalty programs: are they shams?. Marketing Science, 24(2): 185-193.
Song, R., Kim, H., Lee, G. M., & Jang, S. (2019). Does deceptive marketing pay? The evolution of consumer sentiment surrounding a pseudo-product-harm crisis. Journal of Business Ethics, 158(3), 743-761.
Takala, T., & Uusitalo, O. (1996). An alternative view of relationship marketing: a framework for ethical analysis. European Journal of Marketing, 30(2): 45-60.
The personal computing device market rides several trends to produce solid results in Q2 2019, according to IDC. (2019, July 11). Retrieved from https://www.idc.com
Van Heerde, H., Helsen, K., & Dekimpe, M. G. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science, 26(2), 230-245.
Varey, R. J. (2002). Marketing communication: Principles and practice. Psychology Press.
Wang, J. H., & Lee, C. K. (2007). Global production networks and local institution building: the development of the information-technology industry in Suzhou, China. Environment and Planning A, 39(8), 1873-1888.
Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains. International Journal of Physical Distribution & Logistics Management, 43(10): 866-888.
Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181, 460-469.
Wel, C. A. C., Alam, S. S. A. S. S., & Noor, S. M. (2011). Factors affecting brand loyalty: An empirical study in Malaysia. Australian Journal of Basic and Applied Sciences, 5(12), 777-783.
Wingfield, N. (2008, October 27). Time to leave the laptop behind. Retrieved from https://www.wsj.com/articles/SB122477763884262815
Yu, Y., Liu, J., Han, X., & Chen, C. (2017). Optimal decisions for sellers considering valuation bias and strategic consumer reactions. European Journal of Operational Research, 259(2), 599-613.
Yunus, M. M., Nordin, N., Salehi, H., Sun, C. H., & Embi, M. A. (2013). Pros and Cons of Using IICT in Teaching ESL Reading and Writing. International Education Studies, 6(7), 119-130.
Published
Issue
Section
Copyright (c) 2021 Andika Putra Pratama, Dhanu Koentoro Djati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
