FACTORS AFFECTING CONSUMER EVALUATIONS OF BRAND EXTENSIONS

Abstract

The purpose of the study is to examine the effects of relevancy of parent brand specific associations (PBSA) to the extension, fit (Ft) between the parent brand (PB) and the extension, familiarity (Fml) with the PB, consumer attitudes toward PB, and consumer innovativeness (CI) on consumer evaluations of brand extensions (BE's).Two pretests are conducted to find out the PBSA and to define the hypothetical BE's.Following the pretests, questionnaires regarding the impact of the five independent variables on consumers' evaluation of the hypothetical BE's are administered to 504 respondents by using convenience sampling."Ft between PB and the extension' is found to be the most important factor affecting consumer evaluations."Consumer attitudes toward PB" and "relevancy of PBSA's" are found to have an effect on consumer evaluations, too.Although, correlation analyses have shown that there is a relationship between "Fml with the PB", "CI" and consumer evaluations, no direct effect is found in regression analysis. Key words: brand extension (BE),

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 12 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.