Pengaruh Moderasi Product Involvement dalam Hubungan antara Kemiripan Kategori, Brand Specific Associations dan Evaluasi Brand Extension  

Oleh:

Azhari, M. Zakky ; Afiff, Adi Zakaria

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. XXXVI no. 07 (Jul. 2007), page 3-14.
Topik: brand; brand extension; marketing; product involvement

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.29 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The findings of prior research suggest that brand-specific associations consistency and category similarity play an important role in establishing perceived fit between parent brand and bran extension. However, almost all of those findings resulted from an experimental study using low involvement affects consumer perception of the fit. The current research examines how product involvement moderates the relationship between brand-specific associations, category similarity and evaluations of brand extension. As a means of addressing this issue, the author integrates findings from prior research with those concerning the effect of product involvement. The experimental findings show that brand-specific associations consistency can override category similarity constraints not only in low involvement product, but high involvement as well. Ib addition, when brand-specific associations are consistent are consistent with those of its extension product, high involvement product seems to have higher evaluation than low involvement product does. Implications of those findings for marketing manager are presented along with suggestions for further research.

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