Pengaruh Komponen Ekstensi Merek Terhadap Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty Secara Simultan (Suatu Penelitian pada Produk Sampo di Jabotabek)  

Oleh:

Rangkuti, Freddy

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Jurnal Ekonomi Perusahaan vol. 14 no. 1 (Mar. 2007), page 10-30.
Topik: Brand Extension; Brand Equity; Similarity; Reputation; Perceived Risk; Innovativeness

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ60 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Brand extension is the most popular strategy to introduce a new product. The application of brand extension concept continues to keep growing since the last decade. The reason to use this concept in the launch of new product is that expecting a renowned product can support the sale. The consumer is hoped not to dumbfound anymore with the new offered product. So that it can give a positive influence towards the brand characteristic in the category of new product. However, the positive effects only happen when old and new product possesses the same perception. To measure the perception, we attempt to study component of brand extensions' influence upon component of brand equity simultaneously are set up as a structural equation modeling and are estimated using LISREL. This research is descriptive and verificative, research method applied is explanatory survey by using a stratified random sampling on students in Jabotabek Area. Sample size for this research is 163 customers as respondent and 6 companies using brand extension in their shampoo's products. From the results obtained in the estimation of the proposed model, the effects of brand reputation and category similarity are more important for successful brand extension. Surprisingly when consumers evaluate a new product, perveived risk and consumer inno-vativeness are not particularly relevant. A model is presented that suggests that brand extension can have a positive impact if brand reputation and category similarity are stimulated by brand loyalty, brand awareness and perceived quality.

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