PENGARUH ASOSIASI MEREK TERHADAP PENERIMAAN PERLUASAN MEREK ACER MELALUI PERCEIVED FIT SEBAGAI VARIABEL INTERVENING
Abstract: This
study aims to
analyze and discuss
the influence of brand
associations on brand
extension acceptance through
the perceived fit as
an intervening variable.
The type of
this research is quantitative. Techniques
of sampling using
judgemental sampling with sample
size of 210 respondents. Data analysis techniques using PASW Statistics
16 software and
AMOS 19. The
result showed that the
brand association directly
influence on the
brand extension acceptance, and
brand association influence
on brand extension acceptance through the perceived
fit as an intervening variable.
Penulis: ISTI KURNIA RAHMAWATI,
NINDRIA UNTARINI
Kode Jurnal: jpmanajemendd150712
