Effect of Consumer’s Attitude Towards Brand Extension

Abstract

Since a brand launch costs heavily, so better to opt for brand extensions that are considered strategically more useful. The have a certain perception regarding the brand name and its image; hence knowledge of consumers attitude towards the brand is important. Therefore the present study deals with two questions; whether the parent brand helps having a positive perception towards the brand extension, and what are the initial perceptions about adaption of the brand extension. Along with this, this study has also observed the effects of the consumers attitude towards brand extension of a renowned parent brand in three different industrial sectors, within Peshawar. Studies have shown that the indicators which affect the core brand will also have an effect on the extensions and similarly the indicators that are affecting the category of extensions will also have an influence upon the parent brand. However, the consumers assessments of extensions in brand may sometimes change their core thinking about the parent brand that may direct to either a strong or weak positioning of brand.