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 |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JEBA/article/view/22304 |
| _version_ | 1827325277750951936 |
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| author | Arini Ekaputri Junaedi |
| author_facet | Arini Ekaputri Junaedi |
| author_sort | Arini Ekaputri Junaedi |
| collection | DOAJ |
| description |
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 used experiments conducted on the similarity
category of the product and the brand concept. The second study uses
experiments conducted on product similarity categories and advertising
messages. Experiments in both studies were carried out using the
between-subject method with 240 undergraduate students at the
Faculty of Economics and Business, Airlangga University (120 students for
each study) as participants.
Results: The experimental results from the first study show that the
prestigious brand concept has a better ability (compared to the
functional brand concept) to carry out brand expansion both in product
categories that are similar or not similar to the original brand. The
experimental results from the second stage study show that a prestigious
brand will be able to increase its ability to expand the brand if the
product is advertised with a social-adjustive message for similar product
categories, and for dissimilar product categories it will be more effective
if advertised with a value-expressive message.
Conclusion and suggestion: Companies that do brand extensions to
different product categories are advised to use ads with value-expressive
messages to make them more effective.
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| first_indexed | 2024-03-07T14:20:56Z |
| format | Article |
| id | doaj.art-fb8e6c09015449848352c918327502d2 |
| institution | Directory Open Access Journal |
| issn | 2338-2686 2597-4564 |
| language | English |
| last_indexed | 2024-03-07T14:20:56Z |
| publishDate | 2020-09-01 |
| publisher | Fakultas Ekonomi dan Bisnis, Universitas Airlangga |
| record_format | Article |
| series | Jurnal Ekonomi dan Bisnis Airlangga |
| spelling | doaj.art-fb8e6c09015449848352c918327502d22024-03-06T09:25:13ZengFakultas Ekonomi dan Bisnis, Universitas AirlanggaJurnal Ekonomi dan Bisnis Airlangga2338-26862597-45642020-09-0127210.20473/jeba.V27I22017.254-270PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREKArini Ekaputri Junaedi0Sekolah Pascasarjana Universitas Airlangga 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 used experiments conducted on the similarity category of the product and the brand concept. The second study uses experiments conducted on product similarity categories and advertising messages. Experiments in both studies were carried out using the between-subject method with 240 undergraduate students at the Faculty of Economics and Business, Airlangga University (120 students for each study) as participants. Results: The experimental results from the first study show that the prestigious brand concept has a better ability (compared to the functional brand concept) to carry out brand expansion both in product categories that are similar or not similar to the original brand. The experimental results from the second stage study show that a prestigious brand will be able to increase its ability to expand the brand if the product is advertised with a social-adjustive message for similar product categories, and for dissimilar product categories it will be more effective if advertised with a value-expressive message. Conclusion and suggestion: Companies that do brand extensions to different product categories are advised to use ads with value-expressive messages to make them more effective. https://e-journal.unair.ac.id/JEBA/article/view/22304Brand ExpansionSimilarity of Product CategoriesBrand ConceptFunction of AttitudeAdvertising Message |
| spellingShingle | Arini Ekaputri Junaedi PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK Jurnal Ekonomi dan Bisnis Airlangga Brand Expansion Similarity of Product Categories Brand Concept Function of Attitude Advertising Message |
| title | PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK |
| title_full | PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK |
| title_fullStr | PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK |
| title_full_unstemmed | PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK |
| title_short | PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK |
| title_sort | pengaruh persepsi kemiripan konsep merek dan pesan iklan terhadap respon konsumen dalam mengevaluasi perluasan merek |
| topic | Brand Expansion Similarity of Product Categories Brand Concept Function of Attitude Advertising Message |
| url | https://e-journal.unair.ac.id/JEBA/article/view/22304 |
| work_keys_str_mv | AT ariniekaputrijunaedi pengaruhpersepsikemiripankonsepmerekdanpesaniklanterhadapresponkonsumendalammengevaluasiperluasanmerek |