IMPACT OF PARENT BRAND ON BRAND EXTENSION: A CASE OF FMCG BRANDS IN PAKISTAN
Download| Volume 10 Issue 2 2014 | |
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| Author(s): |
Zafarullah Chandio
Sarah Zafar
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| Abstract | This research aims to find out the impact of existing brands on the extension by using three different parent brand and their extensions of the FMCG industry. This study will investigate that what are some of the factors of the parent brand which can play a role as a driver for the brand extension. Methodology/Sampling: Primary data was collected from respondents at various locations in Karachi. The questionnaire was administered in 100 randomly selected samples; the sampling frame was respondents & students from different locations of Karachi. Already established scales were used for measuring selected variables. Data were analyzed through correlation & regression. Findings: Results explain that awareness, loyalty, image, and quality are positively significant in the case of the lifebuoy brand whereas personality has a negative significant impact on the customer evaluation of brand extension. It showed that if the product is aligned with the consumer personality. Practical Implications: This research is useful for the marketing sales managers of the organizations in aligning their products with the personality of consumers. |
| Keywords | Foreign direct investment; economic growth, Pakistan. |
| Year | 2014 |
| Volume | 10 |
| Issue | 2 |
| Type | Short Report |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | - | DOI | http://dx.doi.org/10.46745/ilma.jbs.2014.10.02.14 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/10.2/14.%20Impact%20of%20Parent%20Brand%20on%20Brand%20Extension.pdf | Page | 175-187 |