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Influencers of Consumer Evaluations of Brand Extension vs. New Brand: Case of Iran’s FMCG Market
, M.Sc. Thesis Sharif University of Technology ; Najmi, Manouchehr (Supervisor)
Abstract
In today's competitive market we are witnessing the continouse production of new products. This forces companies to choose their branding strategies very carefully، since a wrong decision and a failure can lead to unfortunate consequences. So، Investegiating the factors that can affect new product branding strategies have become very important. Among these strategies, brand extention strategy has been more popular since it can increase the success probability of a new product. As a result، in this research we have investigated the influencers of evaluation of two branding strategies: brand extension and new brand. More specifically، this research aims to investigate the relation between...