PENGARUH BRAND FAMILIARITY DAN PERCEIVED FIT TERHADAP BRAND IMAGE DAN BRAND ATTITUDE PADA PURCHASE INTENTION PRODUK BRAND EXTENSION

Abstract

Abstract: This study aims to examine the effect of brand familiarity and perceived fit on the brand image of brand extension products and brand attitude extension on the purchase intention of brand extension products. The results show that brand familiarity has a positive influence on brand image extension and brand attitude so that it affects the purchase intention of brand extension products. Whereas the perceived fit variable also has a significant positive effect on the brand image extension and brand attitude extension variables that affect purchase intention. Whereas in testing the variable brand image extension and brand attitude extension on the direct relationship with purchase intention obtained the result that brand image extension has a positive influence on the purchase intention of the brand extension product while brand attitude has a negative influence on the purchase intention of the brand extension product.Keywords: brand familiarity, perceived fit, brand image, brand attitude, purchase intention