CONSUMER PERCEIVED BRAND CONCEPT & CLOSE BRAND EXTENSION: A MULTI-MEDIATION MODEL ANALYSIS

Yasir Ali Soomro (), Muzzaffar Ali Issani () and Shahzad Nasim
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Yasir Ali Soomro: Assistant Professor, Iqra University, Main Campus Karachi
Muzzaffar Ali Issani: Professor, Iqra University, Main Campus Karachi
Shahzad Nasim: Hamdard University, Karachi

IBT Journal of Business Studies (JBS), 2016, vol. 12, issue 1, 347-359

Abstract: Purpose This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market.What are the antecedents Mediating variables of successful brand extension? Methodology One independent variable consumer perceived brand concept was used with the dependent variable Successful brand extension evaluation with two mediating variables.Real life close brand extension as stimuli was used in this study.Self developed questionnaire was filled by 462 respondents by simple random sampling technique.Findings Three hypotheses were tested with multimediation test by Preacher and Hayes.All three were accepted with most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for close extension.

Keywords: Parent Brand Conviction; Brand Loyalty; Consumer Perceived Brand Concept; Close Brand Extension & Multi-Mediation (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:12:y:2016:i:1:p:347-359

DOI: 10.46745/ilma.ibtjbs.2016.121.20

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