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Pengaruh konsistensi brand specific association dan strategi brand extension adalam memenangkan evaluasi konsumen

oleh Adi Zakaria Afiff (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2006)

 Abstrak

The key of a brand extension success is the perceived fit between the brand extension with its parent brand. The brand extension success itself will usually result in a high consumer acceptance and a low introduction cost for the marketer. However, understanding of this perceived is still dominated by the need to have a product feature similarity between brand extension and its parent brand. This study, on the other hand, confirms few findings that the brand effect is a stronger influenced to perceived fit than product feature similarity. Using 4 consumer package brands, the experiment conducted in this study shows that brand effect measured through brand specific associations is a far more realible determinant in increasing the probability of success for a brand extension. In addition, this study also tested the impact of different brand extension strategy (direct and associative/indirect) to find that the both strategy will provide similar positive consumer evaluation if the brand specific associations are consistent, but the associative brand extension strategy may be a better choice undera lack of brand specific associations consistency but still with similarity in the product features.

 File Digital: 1

 Metadata

No. Panggil : MUIN-XXXV-9-Sept2006-3
Entri utama-Nama orang :
Penerbitan : [Place of publication not identified]: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2006
Sumber Pengatalogan : LibUI ind rda
ISSN :
Majalah/Jurnal : Manajemen Usahawan Indonesia
Volume : XXXV (9) September 2006: 3-15;27170
Tipe Konten :
Tipe Media :
Tipe Carrier :
Akses Elektronik :
Institusi Pemilik : Universitas Indonesia
Lokasi :
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
MUIN-XXXV-9-Sept2006-3 03-20-560499111 TERSEDIA
Ulasan:
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