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All Journal Kajian Branding Indonesia
Fathony Rahman
Sekolah Bisnis Dan Ekonomi, Universitas Prasetiya Mulya, Kampus BSD, Jl. Edutown No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The impact of Quick Service Restaurant Brand Extension Evaluations on Purchase Intention and eWOM Desmond Edbert Hartono; Michael Kyrieko; Fathony Rahman; Bernardinus Yudianto
Kajian Branding Indonesia Vol 3 No 1 (2021): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1231.944 KB) | DOI: 10.21632/kbi.3.1.115-138

Abstract

Brand extension has been popularly used in the marketing field. It is because, when a firm extends their brand, they have a purpose to introduce their new brand/product without any challenge by connecting with the parent brand. Thus, between the parent brand and extension brand are not apart from association and similarity. Brand image has a part in the ability of consumers to make association to the parent brand and its extension. So, brand image and extension similarity is considered to be important when evaluating brand extension. Brand extension evaluation also will affect consumers’ purchase intention. In this study, the effect of eWOM through social media was also tested to the brand extension evaluation. In this research we use Starbucks and Starbucks Reserve as an object of the study with a within subject experiment. The first study was done using 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity), tested the effect of purchase intention and the second study was 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity) to measure the effect of eWOM. The findings in the first study shows the positive effect of purchase intention on extension similarity. If brand extension similarity and brand image are combined there will be interaction. The second study only shows the main effect, both on image and similarity. In the second study there is no interaction.
Hubungan E-Wom, Consumer Ethnocentrism, Brand Equity dan Purchase Intention pada Sepatu Merek Indonesia Nicholas Skiefer; Caroline Suwandi; Fathony Rahman; Antonius W. Sumarlin
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.67-83

Abstract

Amidst the flood of imported goods from China over the past 20 years, the Indonesian government launched the national movement called Bangga Buatan Indonesia (Gernas BBI). This phenomenon provides an opportunity to generate consumer ethnocentrism and brand equity to help Indonesian SMEs improve their loyalty and competitiveness towards their brands. This study builds on previous research on the relationship between e-wom, consumer ethnocentrism, and brand equity, by replacing brand equity to make it more relevant and adding purchase intention to determine which factors can drive purchasing interest and what motivates that interest. To make this study more relevant to the current situation, the researchers also adopted a theoretical study. SEM analysis was conducted with 320 respondents using non-probability techniques. The results showed that positive e-wom has a greater influence on the purchase intention of domestic shoe brands. To compete against foreign shoe brands, owners of domestic shoe brands must rely more on positive e-wom than consumer ethnocentrism.
Co-Authors Antonius W. Sumarlin Bernardinus Yudianto Caroline Suwandi Desmond Edbert Hartono Michael Kyrieko Nicholas Skiefer