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MAJALAH USAHAWAN INDONESIA NO.7 TAHUN XXXVI

Pengaruh Moderasi Product Involvement dalam Hubungan antara Kemiripan Kategori, Brand Specific Associations dan Evaluasi Brand Extension

M. Zakky Azhari dan Adi Zakaria Afiff

Abstract
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 extension. However, almost all of those findings resulted from an experimental study using low involvement products. Moreover, little attention has been paid to how involvement affects consumer perception of the fit. The current research examines how product involvement moderates the relationship between brand-specific associations, category 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-specific 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 further research.

Keywords: brand, brand extension, marketing, product involvement

The Effect of Management Ownership Structure, Business Risk  and Firm Growth toward  The Capital  Structure

 Budi Frensidy dan I. Roni Setyawan

Abstract
Our research is conducted to re-examine the effect of ownership structure; business risk, firm growth toward capital structure. Using methodology by Saidi (2002) and the case of LQ 45 stocks in JSx; we found that only business risk and firm growth are significant to capital structure. And for at all; we can prove that our multiple regression model could be used as prediction model toward capital structure decision in Indonesia.  

Keywords:
gender, capital structure, ownership structure, business risk, firm growth and LQ 45 stocks
 
Daftar Isi
Pengaruh Moderasi Product Involvement dalam Hubungan antara Kemiripan Kategori, Brand Specific Associations dan Evaluasi  Brand Extension
M. Zakky Azhari dan Adi Zakaria Afiff 3

The Effect of Management Ownership Structure, Business Risk  and Firm Growth toward  The Capital  Structure
Budi Frensidy dan I. Roni Setyawan 15

Masalah dan Hambatan Ekspor serta Alternatif Solusi Bagi Kegiatan  Ekspor: Studi Kasus di Jawa Timur
Jusuf Irianto 21

Menanti Terbitnya Sukuk Negara untuk Mempercepat Tumbuhnya Pasar Keuangan Syariah Indonesia
Eka Nuraini Rachmawati 27

The Influence of Gender towards Leadership Style’s Differences in Organizations : Asian CountriesContext
Harnida Wahyuni Adda 39

Legalitas Pengusaha Kecil Non-pkp dalam Uu Ppn Berpotensi Menciptakan Pengusaha dan Aparat Pajak yang Terpaksa Memanipulasi PpN dan Pph Terutang
Sri Hanggana 45

Fenomena Posmodern dalam Bisnis: Pandangan Antropologi, Perilaku Konsumen, dan Manajemen Pemasaran
Eka Ardianto  51



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