Why do Some Apples Fall Far from the Tree? The Study on Indofood's Brand Extension
- 10.2991/icebef-18.2019.114How to use a DOI?
- brand extension; perceived quality; similarity; corporate image
Brand extension strategy emerged as an alternative strategy that must be understood along with the increasing number of companies that use it as the main strategy in marketing new products. This research is intended to explore the factors influencing the success of brand extension, where the success of brand extension strategy is measured from consumer attitudes toward the expanded brand. The study was conducted in Indofood's fast moving consumer goods. The result shows that the model built has score of RMSEA 0.019 and GFI 0.906 as the criteria of conformity. The overall test shows that the perceived quality, advertising, similarity, and corporate image significantly affects the success of the brand extension strategy. While testing individually, only corporate image variable that do not significantly affect the success of brand extension.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Dini Turipanam Alamanda AU - Abdullah Ramdhani AU - Pupung Pundenswari AU - Grisna Anggadwita PY - 2019/05 DA - 2019/05 TI - Why do Some Apples Fall Far from the Tree? The Study on Indofood's Brand Extension BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 531 EP - 535 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.114 DO - 10.2991/icebef-18.2019.114 ID - Alamanda2019/05 ER -