Consumer evaluation of brand extension: Pakistani Context

Yasir Soomro, Sana Abbas, Irfan Hameed and Rehan Shakoor

MPRA Paper from University Library of Munich, Germany

Abstract: Brand extension strategy, based on the idea that the built-in value of the familiar brand name is transferable to new products. The major aim of this research paper was to find out that how consumer evaluate brand Extension. Authors have used four variables to establish the relationship with the dependent variable “consumer evaluation” of brand extension. The variables used in the study were listed as (1) Innovativeness (2) Multiple Brand extensions (3) Brand concept and consistency (4) Brand extension fit. In addition, four real life brands have been used as stimulus in this study. Questionnaire was developed and through Convenience sampling; it was administrated among sample population of 110. Regression analysis was used as statistical tool to analyze the relationship among dependent and independent variables. The findings showed that Consumer evaluation would be positive for those brand extensions that have a strong reputation for introducing multiple brands. Likewise, there was a positive relationship between consumer level of innovativeness and how consumer evaluates brand extension. Innovative consumers were more positive and favorably inclined towards brand extensions.

Keywords: Brand extension; product management; regression analysis; consumer evaluation (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012-04
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in African Journal of Business Management 35.7(2013): pp. 3643-3655

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https://mpra.ub.uni-muenchen.de/57422/1/MPRA_paper_57422.pdf revised version (application/pdf)
https://mpra.ub.uni-muenchen.de/57424/1/MPRA_paper_57422.pdf revised version (application/pdf)

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