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Consumer evaluation of brand extension: Pakistani Context


  • Soomro, Yasir
  • Abbas, Sana
  • Hameed, Irfan
  • Shakoor, Rehan


Brand extension strategy, based on the idea that the built-in value of the familiar brand name is transferable to new products. The major aim of this research paper was to find out that how consumer evaluate brand Extension. Authors have used four variables to establish the relationship with the dependent variable “consumer evaluation” of brand extension. The variables used in the study were listed as (1) Innovativeness (2) Multiple Brand extensions (3) Brand concept and consistency (4) Brand extension fit. In addition, four real life brands have been used as stimulus in this study. Questionnaire was developed and through Convenience sampling; it was administrated among sample population of 110. Regression analysis was used as statistical tool to analyze the relationship among dependent and independent variables. The findings showed that Consumer evaluation would be positive for those brand extensions that have a strong reputation for introducing multiple brands. Likewise, there was a positive relationship between consumer level of innovativeness and how consumer evaluates brand extension. Innovative consumers were more positive and favorably inclined towards brand extensions.

Suggested Citation

  • Soomro, Yasir & Abbas, Sana & Hameed, Irfan & Shakoor, Rehan, 2012. "Consumer evaluation of brand extension: Pakistani Context," MPRA Paper 57416, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:57416

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    References listed on IDEAS

    1. Soomro, Yasir & Hameed, Irfan & Hameed, Imran, 2012. "A Functional Approach to Understand Consumer Behavior while Selecting Coffee Parlor," MPRA Paper 57241, University Library of Munich, Germany.
    2. Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
    3. Yasir Ali Soomro & Irfan Hameed & Rehan Shakoor & Sana Abbas Kaimkhani, 2012. "Factors Effecting Consumer Preferences In Airline Industry," Far East Journal of Psychology and Business, Far East Research Centre, vol. 7(5), pages 63-79, April.
    4. Iqbal, Athar & Hameed, Irfan & Qadeer, Majid, 2012. "Impact of Diversification on Firms’ Performance," MPRA Paper 57240, University Library of Munich, Germany.
    5. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Oxford University Press, vol. 18(2), pages 185-193, September.
    6. Tauber, Edward M., 1981. "Brand franchise extension: New product benefits from existing Brand Names," Business Horizons, Elsevier, vol. 24(2), pages 36-41.
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    More about this item


    Brand extension; product management; regression analysis; consumer evaluation;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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