Image Effects of the Extension of Niche Class F Vehicles in Bulgaria

Vladimir Sashov Zhechev and Evgeni Stanimirov

Economic Studies journal, 2017, issue 2, 132-171

Abstract: In modern business there are multiple examples of companies being positioned in niches. Aiming to serve more customer groups these companies more often apply brand extension strategies. However, the latter can hamper the effective adaptation of marketing functions to key markets. Among the major reasons many niche players undertake brand extensions are to: mitigate the operational and financial risk; enhance brand awareness; take advantage of increased demand; strive to more precisely capture market segments and others. Entry into new market segments through brand extensions can pose challenges related to the control over the brand image of niche players. This paper attempts to present original framework for investigation of the impact of downward extensions over the brand image of class F vehicles in Bulgaria. The research investigates various factors intending to lay the foundations for comparison of key customer values associated with the evolving brand image of this class of vehicles.

JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2017:i:2:p:132-171

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