PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK
Introduction: This study aims to determine the effect of product category similarity when associated with brand concepts and advertising messages on consumer responses in evaluating brand expansion. To get the research objective, two studies were conducted sequentially. Methods: The first study...
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| Format: | Article |
| Language: | English |
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Fakultas Ekonomi dan Bisnis, Universitas Airlangga
2020-09-01
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| Series: | Jurnal Ekonomi dan Bisnis Airlangga |
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| Online Access: | https://e-journal.unair.ac.id/JEBA/article/view/22304 |