PENGARUH ASOSIASI MEREK TERHADAP PENERIMAAN PERLUASAN MEREK ACER MELALUI PERCEIVED FIT SEBAGAI VARIABEL INTERVENING

Abstract

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. Keywords: brand association, perceived fit and brand extension acceptance.