PENGARUH REBRANDING DAN REPOSITIONING TERHADAP BRAND EQUITY SMARTPHONE MICROSOFT LUMIA
Abstract Views:
1444 times
PDF - FULL TEXT Downloads:
5753 times
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
References
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)
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
