Evaluasi merek imitasi berdasarkan tingkat kemiripan, citra toko, dan karakteristik personal studi pada kategori produk private utilitarian
NOORMALISA, GALUH HAYU , Dr. Hargo Utomo, MBA
This study replicates d'Astous and gargouri (2001), a study examines factors that might influence consumer evaluations of brand imitations. The purpose of this study is to re-examine their hypotheses in private utilitarian product. Moreover, this study is using lab experiment to increase the internal validity. A total of 128 participant were involved in an experiment where goodness of imitation and store image were manipulated.
The results show that consumer evaluations of brand imitations depend on how good or how similar the imitation is compared to the original brand. Overall evaluation in store image perceived to be high, is higher than store image perceived to be low in private utilitarian product. Five personal characteristic were found to corelate with evaluations of brand imitation: product category involvement,
product familiarity, brand sensitivity, generalised brand loyalty, and price sensitivity.
Kata Kunci : merek, produk utilitarian
