THE EFFECT OF THE PERCEPTION OF LIKENESS, BRAND CONCEPT AND ADVERTISING MESSAGES ON CONSUMER RESPONSE IN EVALUATING BRAND EXPANSION

Amount: THE EFFECT OF THE PERCEPTION OF LIKENESS, BRAND CONCEPT AND ADVERTISING MESSAGES ON CONSUMER RESPONSE IN EVALUATING BRAND EXPANSION

Authors: ARINI EKAPUTRI JUNAEDI

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

This study aims to determine the effect of similarity in product categories when associated with brand concepts and advertising messages on consumer responses in evaluating brand extension. To achieve the research objectives, two studies were conducted sequentially. The first study uses experiments conducted on the product similarity category and brand concept. The second study uses experiments conducted on product similarity categories and advertising messages. Experiments in both studies were conducted using the between-subject method on 240 undergraduate students at the Faculty of Economics and Business, Universitas Airlangga (120 students for each study) as participants. 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 extension in both similar and dissimilar product categories to the original brand. The second study was then carried out using a prestigious brand as a reference object. The experimental results of the second phase of the study show that a prestigious brand will be able to increase its ability to carry out brand extension 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.

Keywords: Brand Extension, Product Categories Similarity, Brand Concept,Advertising Messagee

sources: http://repository.unair.ac.id/37075/