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Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis

Author

Listed:
  • Yasir Ali Soomro

    (Assistant Professor, Iqra University, Main Campus Karachi)

  • Muzzaffar Ali Issani

    (Professor, Iqra University, Main Campus Karachi)

  • Shahzad Nasim

    (Hamdard University, Karachi)

Abstract

Purpose This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market.What are the antecedents Mediating variables of successful brand extension? Methodology One independent variable consumer perceived brand concept was used with the dependent variable Successful brand extension evaluation with two mediating variables.Real life close brand extension as stimuli was used in this study.Self developed questionnaire was filled by 462 respondents by simple random sampling technique.Findings Three hypotheses were tested with multimediation test by Preacher and Hayes.All three were accepted with most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for close extension.

Suggested Citation

  • Yasir Ali Soomro & Muzzaffar Ali Issani & Shahzad Nasim, 2016. "Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 347-359.
    • Handle: RePEc:aib:ibtjbs:v:12:y:2016:i:1:p:347-359
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2016.121.20
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    References listed on IDEAS

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