Faktor-faktor Yang Mempengaruhi Kesuksesan Brand Extentions

Supriyanto, Bambang, Bayu Sutikno, S.E., M.SM.

2007 | Skripsi | S1 Management

Organizations frequently follow brand extension strategies. This paper investigates the impact of similarity, reputation of brand, perceived risk, and consumer innovativeness on the acceptance of brand extensions in FMCG/non-durable goods and durable goods. A set of hypotheses were developed and tested in a study amongst 110 students. Data was gathered using a survey with questionnaire as the tools. The findings show that similarity, reputation of brand and consumer innovativeness have a significant positive effect against the acceptance of brand extensions. While perceived risk has a significant negative effect against the acceptance of brand extensions. Key words: brand extensions, similarity, reputation of brand, perceived risk, consumer innovativeness

Kata Kunci : brand extensions, similarity, reputation of brand, perceived risk, consumer innovativeness, marketing, promotion, pemasaran, promosi, merek