Co-branding of compass shoes on social networks

Bibliographic Data

ID22184074
AuthorsAbdul Basit (0000-0003-3324-6296, Universitas Muhammadiyah Tangerang), Siti Munfarida (Universitas Muhammadiyah Tangerang), Rully Rully (Universitas Muhammadiyah Tangerang), Mateo Jose A Vidal (Universidad Loyola Andalucía)
Year2021
Volume5
Issue2
Pages302-318
Publication date2021-06-30
Open AccessYes
TypeARTICLE
VenueJurnal Studi Komunikasi (Indonesian Journal of Communications Studies (JOURNAL)
Journal identifiersISSN: 2549-7294 • E-ISSN: 2549-7626
PublisherDr. Soetomo University (PUBLISHER)
DOI10.25139/jsk.v5i2.3759
OpenAlexW3176266095
LanguageEN
Citations received1
References cited7

Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity

Advertising · Business · Compass · Geography · Social group · Social identity theory · Social science · Sociology · Computer Science · Digital Marketing and Social Media · Mathematics · SMEs Development and Digital Marketing · Technology Adoption and User Behaviour · Marketing

Tools

Open DOIOpen Access