Title: THE INFLUENCE OF PERCEPTIONS OF SIMILARITY, BRAND CONCEPTS AND ADVERTISING MESSAGES ON CONSUMER RESPONSES IN EVALUATING BRAND EXTENSIONS
Author: ARINI EKAPUTRI JUNAEDI
Item Type : Thesis (Thesis)
Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This research aims to determine the effect of product category similarity when related to the brand concept and advertising message on consumer responses in evaluating brand extensions. To obtain the research objectives, two studies were carried out sequentially. The first study used experiments conducted on product similarity categories and brand concepts. The second study used experiments conducted on categories of product similarity and advertising messages. Experiments in both studies were carried out 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. 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 extensions in both product categories that are similar and dissimilar to the original brand. The second study was then carried out using prestigious brands as reference objects. Experimental results from the second phase of the study show that prestigious brands will be able to increase their ability to carry out brand extensions if their products are advertised with social-adjustive messages for similar product categories, and for dissimilar product categories they will be more effective if they are advertised with value-expressive messages.
Keywords: Brand Extension, Product Categories Similarity, Brand Concept, Advertising Messag e
Sources: http://repository.unair.ac.id/37075/
