Effect of Brand Association on Consumer Response in Converse Shoes

Andhi Sukma, Mohd Haizam Mohd Saudi and Obsatar Sinaga

In the last decade, the brand is a part that plays an important role in product marketing. If a brand has become a well-known brand, consumers are willing to buy the brand at a price that is more expensive than other similar products. Each brand has a different association in the minds of consumers. The Brand Association is a form of brand-related information in the consumer's memory and provides a sense of a particular brand to consumers. This study was conducted to determine the association of the most influential brand of consumer response. This study uses a research model that has been done by Rio, Velasquez, and Iglesias (2001) using 4 dimensions of brand function i.e. warranty, personal identification, social identification, and status. From the results of research conducted on the shoes of this brand Converse, it is found the influence of personal identification variables and status on consumers to buy brand extension Converse on other categories while other variables have no significant effect on consumer response.

Volume 11 | 03-Special Issue

Pages: 204-212