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Influencers of Consumer Evaluations of Brand Extension vs. New Brand: Case of Iran’s FMCG Market

Ameri, Mina | 2013

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 44218 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manouchehr
  7. Abstract:
  8. 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 consumer attitude towards parent brand and brand extension evaluation and new brand preference، the relation between perceived fit and brand extension evaluation and new brand preference، the relation between number of competitor brands and brand extension evaluation and new brand preference، and the relation between consumer innovativeness and brand extension evaluation and new brand preference. For this purpose، the mentioned variables were measured through a survey from 352 persons in Iran’s dairy industry and were analyzed using SEM. The results showed that brand extension evaluation is positively correlated with consumer attitude، perceived fit، emotional innovativeness، and number of existing brands، but it deos not have a significant relation with action-based innovativeness. Also، new brand preferences was shown to have a significant relation with emotional innovativeness and number of competitor brands، but now significant relation was found between new brand preference and consumer attitude، perceived fit، and action-based innovativeness
  9. Keywords:
  10. Brand Extension ; New Brand ; Innovativeness ; Percieved Fit Brand ; Consumer Attitude

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