IMPACT OF PARENT BRAND ON BRAND EXTENSION: A CASE OF FMCG BRANDS IN PAKISTAN

Zafarullah Chandio () and Sarah Zafar ()
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Zafarullah Chandio: nstitute of Business & Technology, Karachi
Sarah Zafar: Institute of Business & Technology, Karachi

IBT Journal of Business Studies (JBS), 2014, vol. 10, issue 2, 175-187

Abstract: Purpose The aim of this research is to find out the impact of existing brand on extension by using three different parent brand and their extensions of FMCG industry.This study will investigate that what are some of the factors of the parent brand which can play a role of driver for the brand extension.Methodology/Sampling Primary data was collected from respondents at various locations of Karachi.Questionnaire was administered in 100 randomly selected samples sampling frame was respondents & students from different locations of Karachi.Already established scales were used for measuring selected variables.Data was analyzed through correlation & regression.Findings Results explains that awareness, loyalty, image and quality are positively significant in the case of lifebuoy brand whereas personality has the negative significant impact for the customer evaluation of brand extension.It showed that if the product is aligned with the consumer personality.Practical Implications This research is useful for the marketing sales managers of the organizations in aligning their products with the personality of consumers.

Keywords: Foreign direct investment; economic growth, Pakistan. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:10:y:2014:i:2:p:175-187

DOI: 10.46745/ilma.ibtjbs.2014.102.14

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