Overview

Original Research

BRAND EXTENSION SUCCESS ANTECEDENTS IN ENTREPRENEURIAL OPPORTUNITY

Danang Darunanto, Wiwiek Rabiatul Adawiyah, Refius Pradipta Setyanto, M Elfan Kaukab

Vol 16, No 08 ( 2021 )   |  DOI: 10.5281/zenodo.6552367   |   Author Affiliation: Faculty of Economics and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia; Faculty of Economics and Business, Universitas Sains Al-Qur’an, Wonosobo, Indonesia   |   Licensing: CC 4.0   |   Pg no: 14-25   |   Published on: 12-08-2021

Abstract

This research aims to seek how the capabilities of exploiting new business opportunities, entrepreneurship orientation, and business introduction affect brand extension equity. Using 105 samples of industrial companies in Indonesia, it employs a linear regression to identify their direct effects on brand extension equity. We found that the capability of exploiting new business opportunities is the only one that directly affects brand extension equity.

Keywords

Exploitation capability, opportunity recognition, brand extension equity, entrepreneurship orientation