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Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan

Author

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  • Malik Shahzad Shabbir

    (University of Lahore, Pakistan)

Abstract

Brand extension is an important cost-effective marketing method to offer new products. However, ordinary Least Square regression with control variables has been applied for estimation of variable coefficients. In the study, consumer evaluation of brand extension in Pakistan is dependent on quality of the original brand, substitutability of the extension with the original brand in certain usage situation and helpfulness of people, facilities and skills used in developing, refining and making the original brand for constructing its extension. Furthermore, other independent variables including complementarity, difficulty and moderating the role of quality of the original brand with fit attributes has been found irrelevant for determining consumer evaluation of brand extension in Pakistan. The author has found an expected significant outcome on the ideal point effect of substitutability at 15%.

Suggested Citation

  • Malik Shahzad Shabbir, 2020. "Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 11(4), pages 71-84, October.
    • Handle: RePEc:igg:jabim0:v:11:y:2020:i:4:p:71-84
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    Cited by:

    1. Mathupayas Thongmak, 2023. "Thai Commercial Banks on Twitter: Mining Intents, Communication Strategies, and Customer Engagement," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 14(1), pages 1-27, January.
    2. Salma Nawaz & Malik Shahzad Shabbir & Kanwal Shaheen & Mouna Koser, 2021. "The Role of Human Rights and Obligations toward Cross Gender Empowerment under the domain of Islamic Laws," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 208-217, December.
    3. Khunsa Hayat & Kamran Yaqub & Muhammad Ali Aslam & Malik Shahzad Shabbir, 2022. "Impact of Societal and Economic Development on Academic Performance: A Literature Review," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 98-106, March.

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