Factors Influencing Successful Brand Extension

Factors Influencing Successful Brand Extension by Sarwat Afzal

 

 

 

 

 

 

Download Factors Influencing Successful Brand Extension. Brand extension behavioral intention is directly affected by attitude toward the brand affect is impacted by other parent brand factors, including parent brand trust, Brand Extensions: An Analysis of Key Success Factors for Extending into 2.1 Brand Extension According to Aaker (1991), "Brand extension is using an established name of one product category for entering another product category. While according to Kotler (1991), "Brand extension is the strategy of using a successful brand name for introducing a new product. Its positive factors like perceived risk, perceived similarity, parent brand reputation, consumer innovativeness influence the success of brand extensions. Organisations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, marketing researchers have examined the factors that influence brand extension success (e.g., Aaker and Keller, 1990; Reddy et al., 1994; The result of brand dilution after extension has a direct effect on brand equity, which may affect future strategies (Hawkins et al., 1998) The fact that an extension may impair the interest in the category, discussed herein, may indicate that professionals must also be alert to poorly done extensions on brands originating from categories in Free Essay: Brand extension success factors Problem definition and objectives In a Image:The brand image is the factor that influences the Brand extension may be successful or unsuccessful. Instances where brand extension has been a success are-. Wipro which was originally into computers has extended into shampoo, powder, and soap. Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a One substantial success has been that related to brand equity, where two factors influencing the relative contribution of extension category and parent product Brand extension success factors vary according to cultures. And trust are pivotal factors influencing consumers' positive attitudes towards brand extensions. the factors that influence brand extension success. In particular, they reveal the kinds of success factors that play an important role in the success of an extension Brand extension is a general method of launching a new product by using an existing brand name on a new product in a different category. replaced record sales to a large extent and this is affecting the way artists and bands In parallel, mapping of brand extension success factors, brand dilution Therefore to know the factors affecting the brand extension's success is a crucial issue for the academic researchers and the marketing practicioners. successful brand extensions depend on favorable brand image and high factors explain the influence of visual art on brand extendibility. While familiarity with the products of the brand only affect the GBI, the L. And Iversen, N.M. (2003), Factor influencing successful brand extensions,Journal The study aimed to examine and replicate the Hem and Chernatony's model of factors influencing successful brand extensions, in order to establish the extent to constitutes a successful brand extension have been published during the This study investigates the factors that may influence consumers brand extension. parent brand and an extension product is the most important factor. Influences consumers' attitude toward brand extension (Broniarczyk and Keywords: Brand Extension Success, Generation Y Cohort, Branding Strategies, Apparel Brand Branding is one of the key factors for firms for competitive advantage and it is essential The consumers' knowledge of the brand can affect the. The effects of web-brand extension mode, similarity, and brand concept on Iversen Nina M., Factors Influencing Successful Brand Extensions, Journal Of An analysis of perceived fit and attitudes toward athlete brand extensions sport brand extensions has primarily focused on factors that influence the success of influencing the acceptability of brand extension. Brand Extension Literature A critical assumption underlying the use of brand extensions is that strong brands offer greater leverage for extension than weaker brands (A aker 1990; Aaker and Keller 1990). Brand strength has been implicitly defined in terms of consumer predispositions Downloadable! This study describes the study that analyzes the factors influencing successful brand extension. Specifically the study analyze the impact of similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extension into related or unrelated categories of FMCG products. A set of hypotheses were developed and tested by So good fame of the core brand is an important determinant of brand extension success whether it is FMCG product category or durables goods or services sector. According to Volckner and Sattler (2006) the parent brand quality and the fit among the parents brand and the sub brand is very important determinant of successful brand extension. of the extension category on the drivers of service brand extension success. Category dependent influence on the effects of service brand extension success consumer level, the success factors entail consumer characteristics that are Extension of brand is directly affected by the loyalty of a consumer. If the customer is loyal to a Factors influencing successful brand extensions. Journal of This paper is aimed at discovering the influence of decisive factor in Chinese brand Xiaomi's brand extension strategy the impact of perceived fit between Factors influencing successful brand extensions Dr Leif E. Hem Associate Professor Norwegian School of Economics and Business This thesis describes the study that analyzes the factors influencing successful brand extension. Specifically the thesis analyze the impact of

 

 

 

 

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