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Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude

Author

Listed:
  • Nigar Muhammad

    (National Textile University, Faisalabad, Pakistan)

  • Shabeeb Ahmad Gill

    (G.C University Faisalabad, Faisalabad, Pakistan)

  • Majid Murad

    (G.C University Faisalabad, Faisalabad, Pakistan)

Abstract

The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.

Suggested Citation

  • Nigar Muhammad & Shabeeb Ahmad Gill & Majid Murad, 2016. "Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 3(1), pages 17-30, December.
    • Handle: RePEc:mgs:ijmsba:v:3:y:2016:i:1:p:17-30
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.31.1002
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    More about this item

    Keywords

    Brand extension category; Initial parent image; Perceived parent brand quality; Initial parent brand information; Brand extension attitude; Brands; Textile; Garments; Faisalabad; Pakistan;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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