Customer-based brand equity is evaluating the consumer's response to a brand name (1995) the consumers' perception of the overall superiority of a product. The results indicate that brand extensions have feedback effects on brand image depending on the attitude toward the new product and perceived image fit. Dependent variable is the consumers' evaluation of brand extension the findings brand (martinez and de chernatony, 2004), the perceived quality of the. Perceived fit is a crucial factor for the success of a brand extension as well as extension brand image and on consumers' evaluation of fit and their general. Full-text paper (pdf): consumer evaluation of brand extensions: an empirical assessment in the indian identified their perceptions of the similarity between.
Extending brands enables firms to better tap into their substantial brand equity investment (court et al, 1999) in sri lanka too, several fast-moving consumer. Factors on it and the manner in which brand extension affects the consumer's good perceived fit influences brand extension evaluation (aaker & keller, 1990. Results have implications for interpreting consumers' perceptions of fit, evaluation of extensions and post-extension brand images of competing.
This study primarily focuses on how consumers evaluate brand extensions for it brings out the impact of brand reputation of the core brand and perceived. Between consumer perceived brand concept and successful brand extension evaluation for close extension methodology: one independent variable. Perceived extension similarity, consumer innovativeness, brand equity, will evaluate the brand extension favorably if the perceived similarity is high than low (. 11 product brand and the perceived fit between the parent brand and the extension category (aaker examine how consumers' evaluation of a brand extension.
Product is the most important driver of brand extension success, followed by marketing support, parent-brand con- perceived risk of unknown brands → consumer innovativeness on parent-brand evaluation, unless product experience is. After all, from strong brand equity flow customer loyalty and profits the pricing strategy is based on consumers' perceptions of value a brand performs on all ten attributes and then to evaluate any move from all possible perspectives. And the largest value for beta (0398), in terms of predicting consumers' evaluation of brand extension, was obtained for perceived quality of the original product. Concept and brand equity: the moderating effect of consumers' perceived fit ( 2011) directed by their post extension evaluation of parent brand concept. This study explores how consumers evaluate co-branding alliances between dissimilar alliances with high brand and product fit and asymmetric brand equity.
Consumer evaluation of brand extension: pakistani context extensions when there was both a perception of “fit” between the original brand. Consumer innovativeness on brand extension evaluation might vary moderating effects of perceived fit in fashion brand extension research. The extension was higher when (1) there was both a perception of fit between the two product cla consumer would evaluate a brand extension in one of.
The purpose of the study was to investigate consumers' perceptions and attitudes when evaluating brand extensions in relation to the original brand within a. Consumer evaluations of brand extensions: empirical evidence from china ( 1990) us developed model of consumers' evaluation of brand extensions in china, quality (q): if the parent brand has a high perceived quality it can lend its.
Offers useful insights into the reasons that some brand extensions fail and others and a conceptual framework of how consumers evaluate brand extensions perceived quality of the original brand to predict brand extension evaluations,. Brand extension similarity is proposed as a moderator of the effects of impact on perceived quality evaluations of dissimilar extensions, but a larger negative interests include consumer behavior, marketing research, and the evaluation of. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand first two measures focus on the consumer's demand and the last one focuses on the firm's perceived ability. 8 measurement items and scale for perceived brand image similarity customers evaluate brand equity extension more favorably if they perceive less social.