Ditemukan 4 dokumen yang sesuai dengan query
Adi Zakaria Afiff, examiner
For years marketing concept as the basic philosophy in marketing has been widely accepted by many marketing and business practioners. However, in 2003, the well known marketing scholar Philip Kotler introduced a new philosophy of marketing in his famous marketing management textbook. This article then try to trace the history...
2006
MUIN-XXXV-1-Jan2006-3
Artikel Jurnal Universitas Indonesia Library
Adi Zakaria Afiff, examiner
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...
Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2006
MUIN-XXXV-9-Sept2006-3
Artikel Jurnal Universitas Indonesia Library
Adi Zakaria Afiff, examiner
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...
2006
MUIN-XXXV-12-Des2006-9
Artikel Jurnal Universitas Indonesia Library
Adi Zakaria Afiff, examiner
The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement...
Depok: Universitas Indonesia, 2014
AJ-Pdf
Artikel Jurnal Universitas Indonesia Library
