EVALUASI SIKAP KONSUMEN TERHADAP PERLUASAN MEREK SAKATONIK LIVER KE SAKATAONIK ABC
A strong brand is a company's asset which can be used as a shortcut to enter new markets through brand extension. Brand extension strategy is chosen to reduce the cost of new product introduction, transferring awareness and association of brands of origin to the new product extension. The purpo...
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| Main Authors: | , |
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| 格式: | Theses and Dissertations NonPeerReviewed |
| 出版: |
[Yogyakarta] : Universitas Gadjah Mada
2014
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| 主題: | |
| 在線閱讀: | https://repository.ugm.ac.id/133552/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=74252 |
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| 總結: | A strong brand is a company's asset which can be used as a shortcut to enter
new markets through brand extension. Brand extension strategy is chosen to reduce
the cost of new product introduction, transferring awareness and association of brands
of origin to the new product extension.
The purpose of this study is to evaluate consumers� attitude towards the brand
extension of Sakatonik Liver to Sakatonik ABC. There are four hypothesis evaluated
in this research: brand knowledge (H1), perceived quality (H2), perceived fit (H3),
and perceived level of difficulty a company has to undergo when making a brand
extension (H4) |
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