BRAND EXTENSION SUCCESS ANTECEDENTS IN ENTREPRENEURIAL OPPORTUNITY
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.
Exploitation capability, opportunity recognition, brand extension equity, entrepreneurship orientation