The Influence of Brand Extension Smartphone Samsung Galaxy Variable towards Brand Equity of Mother Brand of Samsung
Journal Title: GATR Journal of Management and Marketing Review - Year 2018, Vol 3, Issue 1
Abstract
Objective – The purpose of this study is to identify the influence of similarity, reputation, perceived risk, and innovation as brand extensions of smartphones developed by Samsung, toward brand equity. Methodology/Technique – This study uses explanatory research. The population in this study consists of consumers of Samsung Galaxy mobiles for at least one month. Questionnaires were delivered to the respondents, after it had passed the validity and reliability tests. Following on from the statistical testing, the data was analysed using a multiple linear regression. Then, the classical assumption test was conducted to determine the goodness of fit of the model. The data was collected using a questionnaire consisting of a closed statement, measured by a Likert Scale Findings – The results of this study show that similarity, reputation, perceived risk, and innovation as the variable dimensions have a significant effect on Brand Equity of Samsung Galaxy mobiles.
Authors and Affiliations
Sudaryanto Sudaryanto, Jery Courvisanos
Keywords
Related Articles
- EP ID EP273811
- DOI -
- Views 133
- Downloads 0
External and Internal Factors Influence to the Return on Equity and Risk Investment in Jakarta Islamic Index (JII)
Objective – This study aims to analyze the direct influence of external factors (inflation, foreign exchange rates, interest rate of Bank Indonesia) and internal (capital structure, liquidity) on Return On Equity (ROE) i...
Analysis Performance Management System
Objective - Aggressive competition and globalization are characterized by the emergence of many new companies and technological advances. Many companies began to rearrange the strategy of competition in anticipation of f...
Contribution of Work and Family Demands on Job Satisfaction Through Work-Family Conflict
Objective – Work environment and family roles are two of the most important life domains; they are different but interconnected with each other. Each role requires energy and responsibilities to be handled effectively. T...
Entrepreneurial Personality in Predicting Self-Regulation on Small and Medium Business Entrepreneurs in Pekanbaru, Riau, Indonesia
Objective – The present study was conducted to describe the psychological state of the entrepreneur in the utilization of resource potential and business development, and to identify the personality factors that most inf...
Mapping Enforcement Agency Integrity: Evidence from the Royal Malaysian Police (RMP)
Objective - The purpose of this research is to map the level of ethics and integrity practices in the Royal Malaysian Police (RMP) using the Global Ethics and Integrity Benchmark. Methodology/Technique - A survey questi...