| Summary: | Good brand will provide quality assurance for the company, because brand
is not just a name but a brand is an asset of the company. Prenagen Junior, a brand extension of Prenagen products for pregnancy and lactation, is a fictitious experiment in this study. The aim is to analyze consumer attitudes towards brand extension.
The method used pre-eksperimen_one shot case study. The population is
taken from respondents who had used Prenagen products either Prenagen Esensis, Prenagen Emesis, Prenagen Mommy, or Prenagen Lactamom within last 6 months. A sample of 154 respondents is drawn from that population. The results obtained were analyzed using multiple regression analysis method.
The results simultaneously showed that the similarity, brand reputation of
origin, perceived risk, and innovativeness deliver a significant influence on
consumers' attitude towards brand extension (R2 : 0,556
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