Faktor-faktor yang mempengaruhi kesuksesan brand extensions
Supriyanto, Bambang (Pembimbing : Bayu Sutikno, SE.,MSM), Bayu Sutikno, SE.,MSM
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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
Kata Kunci : brand extensions, similarity, reputation of brand, perceived risk, consumer innovati veness
