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Pengaruh moderasi product involvement dalam hubungan antara kemiripan, brand specific associations dan evaluasi brand extension

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The Findings of prior research suggest that brand-specific associations consistency and category similarity play an important role in establishing perceived fit between parent brand and brand extention. However, almost all of those findings resulted from an experimental study using low involvement affects consumer perception of the fit. The current research examines how products involvement moderates the relationship between brand-specific associations, categoty similarity and evaluations of brand extension. As a means of addressing this issue, the author integrates findings from prior research with those concerning the effect of product involvement. The experimental findings show that brand-specisic associations consistency can override category similarity constraints not only in low involvement product, but high involvement as well. In addition, when brand-specific associations are consistent with those of its extension product, high involvement product seems to have higher evaluation than low involvement product does. Implications of those findings for marketing managers are presented along with suggestions for futher research.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	Lembaga Manajemen Fakultas Ekonomi Universitas Indonesia.,
Edisi	-
Subjek	Marketing Brand extension Brand Product involvement
ISBN/ISSN	3029859
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data