Ditemukan 5 dokumen yang sesuai dengan query
Adi Zakaria Afiff
Depok: UI-Press, 2015
PGB 0024
UI - Pidato Universitas Indonesia Library
Adi Zakaria Afiff
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There is still very little study on the impact of brand extension toward its parent brand. In general, if the brand extension is successful, positive impact is perceived to occur toward the parent brand. But what happens on the other way around, if a brand extension fails in the market does a negative reciprocity toward the parent brand occur? This study tries to answer this phenomenon by an experiment that creates manipulation of partial fit ...
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2006
MUIN-XXXV-12-Des2006-9
Artikel Jurnal Universitas Indonesia Library
Adi Zakaria Afiff
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The key of a brand extension success is the perceived fit between the brand extension with its parent brand. The brand extension success itself will usually result in a high consumer acceptance and a low introduction cost for the marketer. However, understanding of this perceived is still dominated by the need to have a product feature similarity between brand extension and its parent brand. This study, on the other hand, confirms few findings that the ...
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Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2006
MUIN-XXXV-9-Sept2006-3
Artikel Jurnal Universitas Indonesia Library
Adi Zakaria Afiff
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For years marketing concept as the basic philosophy in marketing has been widely accepted by many marketing and business practioners. However, in 2003, the well known marketing scholar Philip Kotler introduced a new philosophy of marketing in his famous marketing management textbook. This article then try to trace the history of the new philosophy and answer the qutestion of whether the new philosophy can replace the previous marketing concept. Relating the customer concept philosophy to ...
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2006
MUIN-XXXV-1-Jan2006-3
Artikel Jurnal Universitas Indonesia Library
Adi Zakaria Afiff
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The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the ...
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Depok: Universitas Indonesia, 2014
AJ-Pdf
Artikel Jurnal Universitas Indonesia Library
