The study of brand extension among generation Y in the Indian market

Richa Joshi and Rajan Yadav

International Journal of Indian Culture and Business Management, 2019, vol. 19, issue 3, 339-353

Abstract: Brand extensions are viewed as a strategy to expand the portfolio of a company and also for taking the advantage of an established name in the market. The study is aimed at understanding the variables which effect brand extensions. The study has proposed a framework for understanding brand extension and the impact of various variables on brand extension. The framework for the study is empirically tested with the help of structural equation modelling (SEM). Survey of 234 customers is done by using the brand Coca-Cola as a stimulus, and its brand extension Coca-Cola Zero which is a zero sugar variant. The study is based on generation Y customers in Indian market. It has identified that the effect of perceived risk, consumer innovativeness, parent brand reputation and perceived quality on brand extension was positive and significant.

Keywords: brand extension; Coca-Cola; consumer innovativeness; generation Y; parent brand; perceived risk; perceived quality. (search for similar items in EconPapers)
Date: 2019
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