Pengaruh similarity, brand reputation, perceived risk, dan consumer innovativeness terhadap kesuksesan brand extension (pada sektor fast moving consumer goods, durable goods, dan service)

TETUKO, RAHMAT ROSANTO, Drs. Teguh Budiarto, MIM

2009 | Skripsi | S1 Management

Brand extensions have become an increasingly popular option for firm launching new products in the marketplace. This study investigates the impact of category similarity, brand reputation, perceived risk, and consumer innovativeness on the success of brand extension in FMCG, durable goods and service sectors. Based on reviewed literature four hypotheses were proposed and tested in a study amongst 150 students. Three hypotheses related to similarity, brand reputation and innovativeness are supported on several sector, while a hypotheses related to perceived risk are not supported statistically. In this study, the author find that similarity between parent brand and an extension product is an important factor influencing the success of extension on FMCG and durable goods. Reputations of original brand and innovative consumers also have a more significant positive effect against the success of brand extension towards durable goods and services brands than FMCG brand extension. However, perceived risk has not significant effect on the success of brand extension.

Kata Kunci : brand extensions, similarity, reputation of brand, perceived risk, consumer innovativeness.