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Abstrak :
There is still very little study on the impact of brand extension toward its parent brand. In general, if the brand extension is successful, positive impact is perceived to occur toward the parent brand. But what happens on the other way around, if a brand extension fails in the market does a negative reciprocity toward the parent brand occur? This study tries to answer this phenomenon by an experiment that creates manipulation of partial fit and low perceived fit of the brand extension. The results how's that an associative brand extension strategy is able to create la lower negative reciprocity effect compared to a direct brand extension strategy under both partial fit and low perceived fit condition. This implies that the under the partial fit and low perceived fit condition of a brand extension, an associative brand strategy is better choice of decision for marketers.

Abstrak :
ABSTRAK Tesis ini membahas pengaruh perceived service quality of endorsed brand, parent brand reputation dan attitude toward endorsed brand terhadap loyalitas dari brand Citadines Rasuna Jakarta (Serviced-apartment yang merupakan endorsed brand dari Ascott Limited). Penelitian ini menggunakan descriptive research design dengan metode survey (kuesioner) dengan rancangan cross-sectional yang dilakukan terhadap pengguna layanan serviced-apartment Citadines Rasuna Jakarta. Teknik sampling yang digunakan adalah non-probability sampling menggunakan sampling jenuh (sensus). Hasil dari penelitian ini menunjukkan bahwa perceived service quality of endorsed brand berpengaruh positif terhadap attitude toward endorsed brand. Parent brand reputation berpengaruh positif terhadap perceived service quality of endorsed brand. Hasil penelitian juga menunjukkan ternyata parent brand reputation berpengaruh positif terhadap attitude toward endorsed brand. Selain itu dari hasil penelitian juga diperoleh hasil bahwa baik perceived service quality of endorsed brand, parent brand reputation, dan Attitude toward endorsed brand berpengaruh positif terhadap endorsed brand loyalty.

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ABSTRACT This thesis discusses the effect of perceived service quality of endorsed brand, parent brand reputation and attitude toward endorsed brand on Citadines Rasuna Jakarta brand loyalty (Serviced-apartment brand which is endorsed by Ascott Limited). This study uses descriptive research design with cross-sectional survey method (questionnaire) and using serviced-apartment Citadines Rasuna Jakarta users as the respondens. The sampling technique used is non-probability sampling with sensus method. Results from this study showed that the perceived service quality of endorsed brand have positive effect on attitude toward endorsed brand. Parent brand reputation have positive effect on perceived service quality of endorsed brand. The results also showed parent brand reputation turned out to be a positive influence on attitude toward endorsed brand. In addition, from the results of the study also showed that whether perceived service quality of endorsed brand, parent brand reputation, or attitude toward endorsed brand, altogether have positive effect on endorsed brand loyalty.

Abstrak :
Brand extension merupakan strategi yang penting dilakukan bagi setiap merek. Sebuah merek induk atau parent brand mengembangkan produk baru yang berbeda menggunakan strategi merek yaitu memanfaatkan brand equity dan brand relationship yang sudah dimiliki oleh merek induk tersebut untuk mempermudah penerimaan brand extension kepada pelanggan. Tujuan dari penelitian ini adalah untuk menganalisis customer brand relationship terhadap brand extension acceptance dan brand equity terhadap brand extension acceptance dari pengguna Instagram Shop. Metode penelitian menggunakan pendekatan kuantitatif dengan metode survei dan teknik pengambilan data purposive sampling melalui kuesioner online. Data dihasilkan dari 210 konsumen Instagram Shop untuk memberikan dukungan kuat untuk model penelitian. Teknik analisa data pada penelitian ini menggunakan analisis multivariat dengan regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa terdapat hubungan positif yang signifikan antara customer brand relationship terhadap brand extension acceptance, serta adanya hubungan positif yang signifikan antara brand equity terhadap brand extension acceptance dari pengguna Instagram Shop di masa pandemi Covid-19. Penelitian ini merekomendasikan agar Instagram Shop dapat memaksimalkan customer-brand relationship, dengan membangun ikatan yang kuat kepada pengguna Instagram, dan memanfaatkan brand equity untuk konsumen dapat dengan mudah menerima brand extension dari Instagram yaitu Instagram Shop dengan serta meningkatkan kualitas, keamanan, dan kegunaan dari Instagram Shop. ......Brand extension is an important strategy for every brand. A parent brand develops a new product that is different using a brand strategy, namely utilizing the brand equity and brand relationships already owned by the parent brand to facilitate the acceptance of brand extensions to customers. The purpose of this study is to analyze the customer brand relationship to brand extension acceptance and brand equity to brand extension acceptance from Instagram Shop users. The research method uses a quantitative approach with survey methods and purposive sampling data collection techniques through online questionnaires. Data was generated from 210 Instagram Shop consumers to provide strong support for the research model. The data analysis technique in this study used multivariate analysis with simple regression. The results of this study indicate that there is a significant positive relationship between customer brand relationship and brand extension acceptance, as well as a significant positive relationship between brand equity and brand extension acceptance of Instagram Shop users during the Covid-19 pandemic. This study recommends that Instagram Shop can maximize customer-brand relationships, by building strong bonds with Instagram users, and utilizing brand equity so that consumers can easily accept brand extensions from Instagram, namely Instagram Shop by increasing the quality, security, and usability of Instagram Shop.

Abstrak :
Tesis ini membahas mengenai pengaruh loyalitas akan merek induk, persepsi kesamaan merek induk dan merek ekstensi, dan keterlibatan konsumen akan kategori produk ekstensi, terhadap evaluasi dan intensitas pembelian ekstensi merek deodoran dari Adidas. Teknik sampling yang dilakukan adalah non probability sampling. Metode analisis data menggunakan dua software, yakni SPSS 16.0 untuk pretest dan SmartPLS 3 untuk melakukan analisis model pengukuran dan model struktural penelitian. Hasil dari penelitian ini menunjukkan bahwa dimensi dari loyalitas akan merek induk, yakni hubungan afektif terhadap merek induk, perilaku loyalitas terhadap merek induk, dan hubungan citra diri konsumen dengan merek induk, secara positif mempengaruhi evaluasi konsumen akan brand extension deodoran Adidas. Keterlibatan konsumen terhadap kategori extended product juga secara positif mempengaruhi evaluasi konsumen akan brand extension deodoran Adidas. Persamaan antara merek induk dan merek ekstensi secara positif mempengaruhi evaluasi konsumen akan brand extension deodoran Adidas. Lalu yang terakhir adalah, evaluasi konsumen akan brand extension juga secara positif mempengaruhi intensi pembelian terhadap brand Adidas deodorant. ......This thesis examine the effects of loyalty towards parent brand, similarity between parent brand and extended brand, and consumer involvement towards extended product category, towards attitude regarding brand extension and purchase intention towards brand extension of deodorant from Adidas. The research using non probability sampling technique and using two softwares for data analysis SPSS 16.0 for pretest and SmartPLS 3 for analyzing measurement model and structural model. Output from the research shows that three dimension of brand loyalty toward parent brand, which is affective relationship, behaviour intention, and self image relationship have a positive effect toward attitude regarding brand extension. Then, similarity between parent brand and extended brand has a positive effect towards attitude regarding brand extension. After that, consumer involvement towards extended product category also has a positive effect towards attitude regarding brand extension. Lastly, attitude towards brand extension also has a positive effect towards purchase intention regarding Adidas deodorant as a brand extension.