The Impact of Brand Extension on Brand Image

Abstract

The purpose of this research is to analyze the relationship between variables affecting on the development of the brand and the effects of this development on brand image, explaining how impact of the variables related to the brand image and evaluation of the effect of each of these variables that eventually leads to final brand image. This research is based on a descriptive-survey research which among 200 customers of WiMAX Irancell Company that has been implemented. In order to provide the effective components, the researcher-made questionnaire tool and in order to determine the reliability of questionnaire, the expert system tool and in order to determine the validity of questionnaire, Cronbach’s alpha was used. By applying the factorial analysis, 5 factors were identified as the main factors affecting on the brand image. The obtained results of the research hypothesis test indicated the confirmation of seven first hypothesis and rejection of eighth hypothesis.