ABSTRAKSI
Pengaruh Moderasi Product Involvement dalam Hubungan antara Kemiripan Kategori, Brand-Specific Associations dan
Evaluasi Brand Extension
Oleh:
M. Zakky Azhari
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 brand extension. However, almost all of those findings result from experimental study with low involvement products as stimuli. Moreover, little attention has been paid to how 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. In addition, when brand-specific associations 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 managers are presented along with suggestions for further research.
BAB I
PENDAHULUAN
I.1 Latar Belakang
Esensi strategi untuk mencapai tujuan perusahaan adalah dengan menciptakan, memperkuat, dan me-leverage aset. Di banyak perusahaan, salah satu aset yang paling berharga adalah merek (Aaker 2004). Selama beberapa dekade terakhir, banyak perusahaan me-leverage mereknya dengan me ...