Abstract
Purpose: The aim of this research is to find out the impact of existing brand on extension by using three different parent brands and their extensions of FMCG industry. This study will investigate that what are some factors of the parent brand which can play a role of driver for the brand extension. Methodology/Sampling: Primary data was collected from respondents at various locations of Karachi. Questionnaire was administered in 100 randomly selected samples; sampling frame was respondents & students from different locations of Karachi. Already established scales were used for measuring selected variables. Data was analyzed through correlation & regression. Findings: Results explains that awareness, loyalty, image and quality are positively significant in the case of lifebuoy brand whereas personality has the negative significant impact for the customer evaluation of brand extension. It showed that if the product is aligned with the consumer personality. Practical Implications: This research is useful for the marketing sales managers of the organizations in aligning their products with the personality of consumers.
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