Abstract
Brand extension is an important concern in the success of a brand and if not done properly, can cause a serious damage to the brand being extended. This study aim to investigate the factors of brand extension and their impact on parent brand image. The selected factors were Perceived Fit, Customer awareness and innovativeness, and Brand Associations, and their impact on Parent Brand Image were analyzed using confirmatory factor analysis and Structural Equation modeling. For this likert scale type questionnaire was used to gather data from 189 people in the city of Karachi. The result suggested that brand extensions affect their parent brand in terms of certain variables (discussed later in the study). This paper also shares some real time examples of brands involved in attempts of extending them.
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