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CHAPTER II
LITERATUR RIVEW
A. Variable Definition
1. Definition of Brand
Aaker and Keller 1990:112 in Afzal 2011:43, defines a brand as a name, logo, trademark and symbol . Added by Argenti and
Drunkenmiller 2004:75 in Pinson 2012: 5 brand is a name, term, sign, symbol or design, or a combination of them intended to identify the goods
and services of one seller or groups of sellers and to differentiate them from those of the competition.”
Attested in Afzal 2011:44 that, brand will creating a difference between generic products also expressed by Einwiller 2001.
Furthermore, disclosed the importance of Brand in the company, by Rao 1994 in Matzler, et. Al. 2006: 76 that brand is an intangible asset of a
company that has values. Which brand would reflect the spirit and soul of the Organization, further brand the product can tell the difference with
competitor and can determine the position of the competitors have similar products, so eventually customers will feel as a part of specific brand
product in Aaker1991:102, so the arguments presented by Afzal, et. Al. 2011:44in expressed the importance of brand for a company.
In the background of his article, Mohammed 2012: 113 said that brand has a very important role in helping customers in choose a product
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or even the organization of a particular store. Brand give consideration associated between producers and consumers, and describes whether a
product has fulfilled the expected by the consumer or not. Next, brand will show whether consumers are on a specific community or not.
Consumers are aware to the importance of a brand, the higher commitment of consumers of a brand. The famous brand will provide
profits for these products and will differentiate it from similar products of a brand is not well known, so Mohammed quote from Keller 2003.
Where though many brand on the market, but usually consumer will prefer for brand that they already known in advance. Furthermore, the famous
brand will become attractive not only for consumers, but also encourage repeat purchases and will increase the price of the product, so it will give
you an advantage for the company in the medium term and Foster Cadogan 2000: 343.
The shape of the brand is actually an assortment, may be a product, service, shops, famous personality, place, organization or idea so
brand experts, Keller 2003b says. More than just a brand name or logo, but rather to a set of expectation and perception that rose from the
experience of the product or the organization Davis 2002: 503 added. Mohammed 2012: 113 concluded that tangible or intangible components
of a brand can shape perceptions of customers over time and will shape the attitudes of
customer‟s brand, so that it will give rise to a special form of the attachment between a brand and its customers. However, some other
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studies mention that the role of the brand is not as important as with the role of pricing, packaging, and various technical characteristics inherent in
such products as quoted from Serge 2000: 92. Based on the sentence above, seen that brand is a very powerful
asset for a company, so a good reputation will give positive expectations for customers and a bad reputation will give you an image that is not good
from the side Creed and Miles, 1996, in which Afzal, 2011: 46.
2. Consumer Behavior
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