Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude

Nigar Muhammad, Shabeeb Ahmad Gill and Majid Murad
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Nigar Muhammad: National Textile University, Faisalabad, Pakistan
Shabeeb Ahmad Gill: G.C University Faisalabad, Faisalabad, Pakistan
Majid Murad: G.C University Faisalabad, Faisalabad, Pakistan

International Journal of Management Science and Business Administration, 2016, vol. 3, issue 1, 17-30

Abstract: The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.

Keywords: Brand extension category; Initial parent image; Perceived parent brand quality; Initial parent brand information; Brand extension attitude; Brands; Textile; Garments; Faisalabad; Pakistan (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:3:y:2016:i:1:p:17-30

DOI: 10.18775/ijmsba.1849-5664-5419.2014.31.1002

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