What does Biodegradable Mean for Brand Partners? Reception Analysis of Green Branding Messages

Dewayani, Rahma Dita
Wijaya, BS

Jobmark: Journal of Branding and Marketing Communication
Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)

Brand partners are network members in multilevel marketing, and they are both consumers and sellers who promote brand values and messages. The problem is not all brand partners correctly understand the product content, which is the brand's competitive value, or interpret it differently. This article investigates the reception or decoding of brand partners regarding Biogradable as a superior ingredient green brand of Oriflame products. Using Stuart Hall's Reception Analysis approach, the study interviewed 10 Oriflame brand partners and found a variety of insightful interpretations of both dominant, oppositional, and negotiated decoding styles. This study is the first to analyze a brand partner's reception of green brand messages, which has significant implications for the success of sales communications for a brand marketed through a multilevel network.