PENGARUH REBRANDING DAN REPOSITIONING TERHADAP BRAND EQUITY SMARTPHONE MICROSOFT LUMIA

  • Marco Ariano Jurusan Magister Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Rebranding merupakan proses perubahan brand, nama, dan logo dari suatu brand yang sudah ada. Salah satu tahap dari rebranding adalah repositioning untuk mengubah posisi brand tersebut di benak konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh rebranding dan repositioning terhadap brand equity smartphone Microsoft Lumia di mata penggunanya. Penelitian dilakukan dengan cara menyebarkan kuesioner kepada 175 orang responden. Responden tersebut adalah pengguna Lumia sejak era Nokia. Dari hasil penelitian tersebut kemudian diolah dan dibentuk menjadi suatu model penelitian. Selanjutnya akan dilakukan pengolahan data dengan menggunakan Structural Equation Modeling untuk membuktikan hubungan dari masing-masing variabel penelitian. Hasil penelitian ini menunjukkan bahwa rebranding tidak berpengaruh terhadap brand equity apabila brand yang dilakukan rebranding memiliki persepsi yang positif di mata konsumen. Selain itu, repositioning juga lebih memberikan pengaruh langsung terhadap brand equity.

Downloads

Download data is not yet available.

References

Alshebil A Shaleh, Consumer Perception of rebranding : The Case of Logo Changes, 2007

Angelina Nat Hanh Lee, Julian Ming Sung Cheng, Hadi Kuntjara, dan Christy Ti Tjung Lin .2014.Corporate Rebranding and brand preference : Brand Name attitude and product expertise as Moderator, Journal of Marketing and logistic. Cha Lee Goi, M.T. Goi.2011. Review on Model and Reasons to Rebranding

Collange Veronique.2013. Consumer Reaction in Service Rebranding,Journal of Retailing and Consumer Service

Collange Veronique, Adrien Bonache.2015. Overcoming resistance to product rebranding, Journal of Product & Brand Management, Vol. 24 Iss 6 pp. 621 – 632

Kaikati.G.Jack,.2003.Lessons from Accenture’s 3Rs: rebranding, restructuring and repositioning, Journal of Product & Brand Management, Vol. 12 Iss 7 pp. 477 – 490

Kaikati.G.Jack, Andrew M. Kaikati,.2003.A rose by any other name: rebranding campaigns that work, Journal of Business Strategy, Vol.24 Iss 6 pp. 17 – 23

Kapferer J.N.2008. The New Strategic Brand Management, 4th Edition, Kogan Page.

Keller K.L.1993. Conceptualizing, Measuring, and Managing Customer Based Brand Equity, Journal of Marketing Vol. 57 No. 1.p1-22.

Keller K.L.2013. Strategic Brand Management Building, Measuring, and Managing Brand Equity, 4th Edition, Pearson.

Kotler Philip.2012. Marketing Management An Asian,16th edition, Pearson

Merrilees Bill, Dale Miller.2008.,Principles of corporate rebranding, European Journal of Marketing, Vol. 42 Iss 5/6 pp. 537 – 552

Muhammad Anosh, Naqvi Hamad, Ghulam Sabir.2014. Impact of Brand Equity Drivers on Purchase Intention.A Quantitative Study of Smart Phone Market. International Journal of Innovative Research and Development.

Muzellec Laurent, Mary Lambkin.2006. Corporate rebranding, destroying, transferring or creating brand equity.

Muzellec Laurent, Mary Lambkin.2007. Does Diageo make your Guinness taste better?,Journal of Product and brand Management, Vol 16 Iss 5, pp 321-333.

Muzellec, L., Doogan, M. and Lambkin, M..2003. Corporate rebranding: an exploratory review,Irish Marketing Review, Vol. 16 No. 2, pp. 31-40.

Zahid Sundus,.Ms. Naintara Sarfaraz Raja.2014. Effect of Rebranding and Repositioning On Brand Equity Considering Brand Loyalty as a Mediating Variable, IOSR Journal of Business and Management, Volume : 16, Issue VIII

Windows central, 2016, Windows 10 mobile strategy, http://www.Windowscentral.com/microsofts-Windows-10-mobile-strategy-2016. (diunduh tanggal 9 Oktober 2016)
Published
2017-09-01
How to Cite
ARIANO, Marco. PENGARUH REBRANDING DAN REPOSITIONING TERHADAP BRAND EQUITY SMARTPHONE MICROSOFT LUMIA. CALYPTRA, [S.l.], v. 6, n. 2, p. Hal. 1452 – 1461, sep. 2017. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/1071>. Date accessed: 20 july 2018.