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Study of Vertical Extension's Effects on Customers' Perception of Brand Equity

Imeny, Saeed | 2014

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 45967 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Ecomonics
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. Marketing nowadays is an extremely dynamic field in which brand plays a critical role. Although comparing to developed countries, marketing is not a very old science area in Iran, but in the past decade brand concept has become more and more important among marketing managers of domestic industries. Nevertheless, there is no scientific approach to manage this critical concept, i.e. brand among local companies.Since managing any concept requires measuring it, there have been many global research conducted in the past 4 decades in order to construct a measurement framework to evaluate brand equity. But in Iran however, there is a big gap in this area and brands are evaluated by marketing experts anytime necessary, e.g. for merger or acquisition of brands’ owner companies.Therefore, in the first part of this research, a quantitative evaluation framework for brands is developed to fill this gap and provide local marketing managers with a useful tool to optimize their processes of brand management and other marketing activities.Finalising the framework, it will be tested in smart phone industry among local customers. On the other hand considering the top-notch issue of brand extension, using the developed framework, the effects of Apple Company’s decision in vertical extension of brand‘iPhone’ is studiedin the second part of this research. Findings of this section shows that vertical extension of brand ‘iPhone’ has made a negative impact on Iranian customers’ perception of Apple’s brand
  9. Keywords:
  10. Brand Equity ; Brand Extension ; Customer Perception ; Customer-Based Brand Equity (CBBE)

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