PENGARUH ASOSIASI MERK TERHADAP RESPON KONSUMEN

HENDRA, . (2006) PENGARUH ASOSIASI MERK TERHADAP RESPON KONSUMEN. S2 thesis, UAJY.

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Abstract

This study examined the causal effect of brand association toward consumer's responds. Brand association can be identify from the brand functions (guarantee, personal identification, social identification, and status. Consumer's responds can be identify from three willingness of consumer (brand extension, brand recommendation, and pay premium price for brand). Questionaire and model was developed based on findings and conceptualizayions of previous study by Belen, Vasquez, dan Iglesias that occured in Spain in year 2001. The study was a cross-sectional n causal study, 200 adolescents were participated in this study. Sample were obtained through purposive sampling technique. Structural Equation Modelling (SEM-AMOS) were used to examine the model. Result, based on SEM indicated that the model tested had an acceptable fit. Findings from this study shows that the brand association for guarantee function are positively related to the consumer's willingness to accept brand extension and to pay premium price for the brand

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