The Evaluation of Brand Extension: A Proposition of a Conceptual Framework Based on Trust

Imen Yacoub

International Journal of Management Sciences, 2015, vol. 5, issue 10, 663-687

Abstract: This paper has the purpose to show the importance of the introduction of a relationship approach based on trust in brand extension. After presenting the classical approaches of evaluation of brand extension and showing their limitations, we propose a conceptual model including the antecedents of trust, trust as multidimensional construct and its consequences. An empirical study was carried with a sample of 400 consumers for the chosen brand on the purpose to validate the model and verify the role of trust in this context. This study highlighted the factors that contribute more in the formation of trust and has demonstrated the importance of the role of trust and more specifically each of its dimensions in the evaluation of brand extension and this regardless of the nature of the proposed extension. On the managerial level, this research shows the importance to the practitioners to establish a relational approach based on trust in the brand extension strategy before embarking in this strategy.

Keywords: brand extension; trust; relationship marketing; structural equation modeling. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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