Widjaja, Aurellia and Adam, M. Riyadh Rizky (2020) Identifying The Success Factors of Brand Extension Case of Airbnb Experiences in Indonesian Market. Bachelor thesis, Swiss German University.

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Abstract

In 2016, Airbnb launched an extension of its Stay product called Trip, which is rebranded and currently known as Experiences. Airbnb Experiences is aimed to complete Airbnb’s “belong anywhere” mission and promotes sustainable travel, which is believed able to solve problems like over-tourism. However, we haven’t found any research on Airbnb Experiences in Indonesia; it could be subjectively assumed that the company may not have done any further research as there are unconfirmed understanding about the current circumstances. There are also limited researches that have been done on brand extension in tourism marketplaces. Therefore, the aim of this research is to investigate the relationship of parent brand attitude, perceived fit, brand extension attitude and consumer innovativeness towards perceived value of the extension as well as its impact towards purchase intention in the case of Airbnb Experiences. Based on the result taken from 210 samples, it is found that parent brand attitude has the most significant positive correlation with brand extension attitude. Then, brand extension attitude correlates positively the most with perceived value of the extension. Perceived value also has positive and significant influence towards purchase intention. On the other hand, it is also found in this study that parent brand attitude does not directly and positively correlate with perceived value.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Parent Brand Attitude, Brand Extension Attitude, Perceived Fit, Consumer Innovativeness, Perceived Value, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5823 Branding (Marketing) H Social Sciences > HM Sociology > HM742 Online social networks T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Nov 2020 13:49
Last Modified:	02 Nov 2020 13:49
URI:	http://repository.sgu.ac.id/id/eprint/1812

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