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Adi . Zakaria
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EVALUASI KUALITAS BRAND EXTENSION: PENGARUH PERSEPSI KUALITAS PARENT BRAND, EXTENSION FIT, HARGA DAN KREDIBILITAS PERUSAHAAN PADA 3 JENIS PRODUK HIGH INVOLVEMENT Adi . Zakaria; Afiff . Luh Erynayati
Jurnal Manajemen ##issue.vol## 13, ##issue.no## 3 (2009)
Publisher : Tarumanagara University

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Abstract

As most studies on brand extension uses low involvement products in their studies, this study that focus on high involvement products investigates on how consumers evaluate the quality of brand extensions. In addition to investigating the influence of parent brand’s quality, extension fit, price and corporate credibiltiy; this study compares three different groups of high involvement products, namely: shopping goods and shopping goods with a generic brand, and convenience goods that are high involvement. The result of this study shows that perceived fit is the most important factor in evaluating the quality of the brand extension; while the other 3 variables varied among the different type of products. Corporate crebility is also significantly important for the two type of high involvement product, not significant though for the shoping goods with a generic brand