Article | Open Access | Published: 11 June 2016
Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis
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Abstract:
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. A self-developed questionnaire was filled by 462 respondents by simple random sampling technique. Findings: Three hypotheses were tested with the multi-mediation test by Preacher and Hayes. All three were accepted with the most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for a close extension.
Keywords:
Parent Brand Conviction, Brand Loyalty, Consumer Perceived Brand Concept, Close Brand Extension & Multi-Mediation.
Publisher:
ILMA UNIVERSITY
Published:
11 June 2016
Issue:
Issue 1 : Volume 12
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.