Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude

Nigar Muhammad,Majid Murad,Shabeeb Ahmad Gill

doi:10.18775/ijmsba.1849-5664-5419.2014.31.1002

Abstract

The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.

Highlights

Brand name elaborated by Smith & Park (1992) can be an integral complement in consumption that enhances consumers’ desires to pay
H1: Initial parent brand image is positively associated with brand extension attitude; H2: Parent brand quality is positively associated with brand extension attitude; H3: Brand extension information is positively associated with brand extension attitude
My research study result match with the result of (Keller et al, 2011) that brand image has a positive relationship with the brand extension of any industry which wants to launch a new product in the market

Summary

Introduction

Brand name elaborated by Smith & Park (1992) can be an integral complement in consumption that enhances consumers’ desires to pay. Where Cleary (1981) said that branding is essential to construct the product image. It affects, according to Arthur Rooney (1995) and Smith & Park (1992), a product’s perceived value or worth, tends to build customers’ brand loyalty and increases the probability for brand extensions to succeed. Through constructing on consumers’ brand awareness, knowledge and loyalty, brand extension strategies seek to enhance profits by promoting consumer purchases across product categories. A. Aker (1996) discussed that brand extension has been one of the most common strategies to launch new products for decades

Objectives

Methods

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Discussion

Conclusion