Buy custom The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention
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| Topic: |
Business
|
| Number of pages / Number of words: |
37 / 10282 |
Essay's paper body
Risiko kegagalan dalam melakukan ekspansi dapat diminimalisasi karena konsumen sudah memiliki persepsi kualitas merek yang digunakan untuk brand extension. Biaya komunikasi produk baru juga dapat ditekan karena merek yang digunakan untuk brand extension sudah familiar di mata konsumen.
Akan tetapi, seperti halnya strategi-strategi di dalam dunia bisnis yang lain, brand extension juga belum tentu mendatangkan keberhasilan...
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Dalam banyak kasus, produk baru hasil brand extension tidak direspon secara positif oleh konsumen. Bahkan, yang lebih buruk lagi, brand extension dapat berdampak kontraproduktif terhadap parent brand, yakni mereduksi ekuitas parent brand (brand dilution).
Penelitian mengenai brand extension sudah cukup banyak dilakukan...
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