| Summary: | This study was intended to test the brand association to consumer response at
hedonic brand and utilitarian brand. Especially on the effect of dimensions brand function
(guarantee function, personal identification function, social identification function, and
status function) to consumer response (brand extension, recommendation and consumer
willingness to pay at price premium). The model of this research is firstly advanced by
Bele’n del Rio et al., (2001) in his article entitled “The effects of brand functions on
consumer response.”
The subjects of this study were193 students to hedonic brand and 197 students to
utilitarian brand who lived in Daerah Istimewa Yogyakarta (DIY). By using analysis
instrument of Structural Equation Modeling in AMOS 4.01 program.
The results of the analysis suggested on the hedonic brand had effects of dimensions
brand function to consumer response, especially on personal identification and social
identification. But on the utilitarian brand, from twelve hypotheses proposed were
unsupported in this study.
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