ANALYSIS OF CONSUMER-BRAND IDENTIFICATION’S ANTECEDENTS EFFECT ON CONSUMER RESPONSE: BRAND EXTENSION CASE STUDY: ADIDAS, NIKE AND REEBOK SPORT SHOES

• Main Author: MAULANA SYAMSURI (NIM : 23411025); , ANDANG
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17925
• Institution: Institut Teknologi Bandung

Adidas, Nike and Reebok are the three names on top of the global sportswear market. With their brand name, Adidas, Nike and Reebok are able to develop a product diversification strategy accepted by global market. Brand as one of the most valuable asset of a firm has the ability to communicate information to the consumers. The firm’s ability of exploiting the brand’s name can be used for market growth, one as such called brand extension. This market growth through brand extension strategy can be optimized using a construct such as consumer-brand strategy. This research will discuss the effect of consumer-brand identification antecedents on brand extension. <br /> <br /> <br /> Partial least square method was used to test the validity and reliability of the scale proposed to measure the consumer-brand identification’s antecedents effect on brand extension using 89 samples. The respondents used regarding data collection are those with previous experience with the brand Adidas, Nike and Reebok sports shoes. Indicators used in the research were based on the previous research and 29 questionnaire’s items were constructed to collect data to test the research model. The final result of this research will show that three of the consumer-brand identification’s antecedents positively affecting the brand extension. This research model is expected to be used as a guide for producers and marketing manager alike to develop and maintain the success of brand extension strategy.