Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Enrichment : Journal of Management
Aurellia Widjaja
Swiss German University
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Identifying the Success Factors of the Brand Extension Case of Airbnb Experiences in Indonesia Aurellia Widjaja; Mochammad Riyadh Rizky Adam
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1189.066 KB)

Abstract

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, it hasn’t found any study on Airbnb Experiences in Indonesia; it could be subjectively assumed that the company may not have done any research as there was unconfirmed understanding about the current circumstances. There are also limited studies that have been done on brand extension in tourism marketplaces. This study aimed therefore to analyze the relationship between the parent brand, the perceived fit, and the consumer innovative approach to brand expansion and its impact on the purchase intention for Airbnb Experiences. This report was conducted on a wide range of issues. The study brought together 210 people through an online survey. There is a positive relationship between parent brand attitude and brand extension. The attitude of brand expansion is therefore most correlated to the perceived expansion value. The perceived value also influences the purchasing intentions positive and significant. On the other hand, this study shows that the attitude of the parent brand does not correspond to the perceived value directly or positively.
Co-Authors Mochammad Riyadh Rizky Adam