CUSTOMER EXPERIENCE OF MULTI-SERVICE PLATFORM: THE MEDIATING ROLE BETWEEN BRAND EXTENSION STRATEGY AND BRAND IMAGE
DOI:
https://doi.org/10.31933/dijms.v2i1.555Keywords:
brand extension strategy, customer experience, brand imageAbstract
As the pioneer in multi-service platform, GO-JEK faces tight competition from other similar type of businesses. GO-JEK extends its product through a lot of extensions to strengthen GO-JEK’s position. This research aims to analyze the impact of brand extension strategy on brand image with customer experience as the mediating role. The type of research is explanative, research method using survey with quantitative approach, and data analyze using Sobel test to determine the impact of brand extension strategy on brand image with customer experience as the mediating role. Based on data analyze result from 378 samples, brand extension strategy gives significant contribution to customer experience, customer experience gives significant contribution to brand image, brand extension strategy gives significant contribution to brand image, and brand extension strategy through customer experience give significant contribution to brand image. So there’s mediating role of customer experience to mediating the impact of brand extension strategy on brand image of GO-JEK in Bandung.
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Xu, J. B., & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. International Journal of Contemporary Hospitality Management, 174-193
Abdavi, F., & Shiralizadeh, Z. (2015). The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand. Annals of Applied Sport Science, 39-48.
Ahmad, M. S., Mujeeb, E. u., & Rajput, A. (2011). Does Brand Extension Impact Parent Brand: A Case of Johnson, UK. The Management & Marketing Journal, 53-66. Universitaria Craiova: https://www.mnmk.ro › 5_Pakistan2 FFF
Aidin, T. N., & Akbar, M. (2013). The Impact of Brand Extension on New Product from Customers’ Perspective. International Research Journal of Applied and Basic Sciences, 789-800.
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating Brand and Customer Perspectives on Marketing Management. Journal of Service Research, 13-25.
Bhat, S., & Reddy, S. K. (2001). The Impact of Parent Brand Attribute Associations and Effect on Brand Extension Evaluation. Journal of Business Research, 111–122.
Biedenbach, G., & Marell, A. (2010). The Impact of Customer Experience on Brand Equity in a B2B Services Setting. Journal of Brand Management, 446-458.
Broniarczyk, S. M., & Alba, J. W. (2004). The Importance of the Brand in Brand Extension. Journal of Marketing Research, 214-218.
Chen, K., & Liu, C. M. (2004). Positive Brand Extension Trial and Choice of Parent Brand. Journal of Product and Brand Management, 25-36.
Chun, H. H. (2015). Strategic Benefits of Low Fit Brand Extensions: When and Why? Journal of Consumer Psychology, 577–595.
Client Heartbeat. (2014, June 17). Retrieved March 14, 2017, from Why Customer Experience is Important: 7 Reasons: http://blog.clientheartbeat.com/why-customer-experience-is-important/
CROWD.DNA. (2015, April 21). Retrieved April 27, 2017, from Generation Alpha: http://www.crowddna.com/2015/04/generation-alpha/
Czellar, S. (2003). Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions. International Journal Research of Marketing, 97–115.
Ding, D. X., Hu, P. J., Verma, R., & Wardell, D. G. (2010). The impact of service system design and flow experience on customer satisfaction in online financial services. Journal of Service Research, 96-110.
Eriyanto. (2007). Teknik Sampling Analisis Opini Publik. Yogyakarta: PT. LKIS Pelangi Aksara.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 61-75.
Fedorikhin, A. (2008). Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions. Journal of Consumer Psychology, 281-291.
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis (A Regression-Based Approach). New York: The Guilford Press.
Iversen, N. M., & Hem, L. E. (2011). Reciprocal Transfer Effects for Brand Extensions of Global or Local Origin: Evidence from Norway. International Marketing Review, 365–411.
Kapferer, J. N. (2001). Reinventing the Brand. London: Kogan Page Limited.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice-Hall.
Keller, K. L., & Aaker, D. A. (2002). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, 35-50.
Kim, C. K., Lavack, A. M., & Smith, M. (2001). Consumer Evaluation of Vertical Brand Extensions and Core Brands. Journal of Business Research, 211–222.
Klaus P., M. S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 227–246.
Kotler, P., & Armstrong, G. (2002). Principles of Marketing 9th Edition. Delhi: Pearson Education Asia.
KPMG LLP. (2011). Seven steps to better customer experience management. Amstelveen: KPMG International.
Kushwaha, T. (2012). Brand Extension: A Strategy for Competitive Advantage. SIBM, 18-27.
Lassar, W., Mittal, B., & Sharma, A. (2005). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 11-19.
Lemke, F. M., & Hugh, W. (2011). Customer Experience Quality: An Exploration in Business and Consumer Contexts using Repertory Grid Technique. Journal of the Academy of Marketing Science, 846–869.
Martinez, E., & Pina, J. (2003). The Negative Impact of Brand Extension on Parent Brand Image. Journal of Product & Brand Management, 432-448.
Meyer C., S. A. (2007). Understanding customer experience. Harvard Business Review, 117–126.
Milewicz, J., & Herbig, P. (2004). Evaluating The Brand Extension Decision Using a Model of Reputation Building. Journal of Product and Brand Management, 39-47.
Mohammadian, M., & Ronaghi, M. H. (2010). Brand Promotion Strategies and Techniques. Tehran: Ketabe Mehraban Press.
Neuman, W. L. (2003). Social Research Methods: Qualitative and Quantitative Approaches, 5th Edition. Boston: Allyn and Bacon.
Ogbuji, C. N., Kalu, S. E., Maduenyoghasi, & Samson, O. (2014). The Influence of Brand Extension Strategy on Marketing Performance of Soft Drinks Bottling Firms in Nigeria. American International Journal of Contemporary Research, 266-276.
Pina, J. M., Martinez, E., Chernatony, L., & Drury, S. (2006). The Effect of Service Brand Extensions on Corporate Image an Empirical Model. European Journal of Marketing, 174-197.
Salinas, E. M. (2009). Modeling The Brand Extensions' Influence on Brand Image. Journal of Business Research, 50–60.
Sheinin, D. A., & Schmitt, B. H. (2004). Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Effect, and Brand Breadth. Journal of Business Research, 1-10.
Sterbenz, C. (2014, July 25). Business Insider. Retrieved April 27, 2017, from Here’s Everything You Need To Know About ‘Generation Alpha’ — The Age Group Beyond Gen Z: http://www.businessinsider.co.id/generation-alpha-2014-7/?r=US&IR=T#VtrLLpKBPxYUoX4C.97
Sugiyono. (2014). Metode Penelitian Administrasi. Bandung: Alfabeta.
Thanwarani, A., Virani, A., & Thanwarani, M. (2014). Customers’ Evaluation of Brand Extension: An Empirical Study of Skin Care Products. International Conference on Marketing (hal. 1-16). Institute of Business Administration Karachi.
The Sydney Morning Herald. (2010, July 20). Retrieved April 27, 2017, from Talkin' 'bout my label: http://www.smh.com.au/lifestyle/diet-and-fitness/talkin-bout-my-label-20110720-1ho7s.html
Xu, J. B., & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. International Journal of Contemporary Hospitality Management, 174-193
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Published
2020-10-18
How to Cite
Hermawan, D., Gunawan, T., & Li, Z. (2020). CUSTOMER EXPERIENCE OF MULTI-SERVICE PLATFORM: THE MEDIATING ROLE BETWEEN BRAND EXTENSION STRATEGY AND BRAND IMAGE. Dinasti International Journal of Management Science, 2(1), 149–161. https://doi.org/10.31933/dijms.v2i1.555
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