Manuscript Title:

BRAND EXTENSION SUCCESS ANTECEDENTS IN ENTREPRENEURIAL OPPORTUNITY

Author:

DANANG DARUNANTO, WIWIEK RABIATUL ADAWIYAH, REFIUS PRADIPTA SETYANTO, M ELFAN KAUKAB​

DOI Number:

DOI:10.17605/OSF.IO/7J2E8

Published : 2021-07-10

About the author(s)

1. DANANG DARUNANTO - Faculty of Economics and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia.
2. WIWIEK RABIATUL ADAWIYAH - Faculty of Economics and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia.
3. REFIUS PRADIPTA SETYANTO - Faculty of Economics and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia.
4. M ELFAN KAUKAB​ - Faculty of Economics and Business, Universitas Sains Al-Qur’an, Wonosobo, Indonesia.

Full Text : PDF

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.