Earticle

초록

영어

This paper investigates the factors affecting the brand extension of lifebuoy i.e. Brand equity, Brand loyalty, Brand image, customer innovativeness, Similarity fit, Brand association and Consumer behaviour. Quantitative approach was utilized in this paper. Data was collected from 150 students enrolled in graduate and post-graduate level programmes in Department of Management Sciences, The Islamia University of Bahawalpur, through convenience sampling approach with the help of structured verified questionnaire. A series of statistical techniques i.e. Cronbach’s alpha, Multicollinearity, Correlation and Regression analysis were applied with the help of software SPSS. The results depicts that extensions into same categories to the original brand tends to be readily accepted. Brand equity and Brand loyalty increases after successful brand extension and are highly positive correlated with brand extension. It also showed the relationship between the brand image and brand extension. Customer innovativeness and consumer behaviour speeds up after successful brand extension. Results showed that Similarity fit have positive effect on brand extension, and also brand extension increases with brand association. Important guiding principle for future research would be to include large pool of respondents for in-depth analysis to understand the effect of culture also. It is suggested that companies should launch extensions with high similarity fit. Moreover, greater effort is required to extend low equity brands. Finally, companies need to know what the perception of consumers about their brands is, and how they evaluate it. It is noted that feedback effects of the same brand extensions can vary due to cultural differences between consumers.

목차

Abstract
1. Introduction
2. Literature Review
3. Literature Research Model and Hypotheses
3.1 H1: Brand equity increases after successful brand extension.
3.2 H2: Brand loyalty increases after successful brand extension.
3.3. H3: There is relationship between brand image and brand extension.
3.4 H4: Customer innovativeness becomes greater after successful brand extension.
3.5. H5: Similarity fit have positive effect on brand extension.
3.6. H6: Brand extension increases with brand association.
3.7. H7: There is an association between consumer behaviour and brand extension.
4. Research Methodology
5. Results
6. Conclusion
7. Recommendations
References

키워드

저자

• Shoaib Imtiaz [ Department of Digital Convergence Business, Yeungnam University, South Korea ]
• Jafar Ali [ Department of Digital Convergence Business, Yeungnam University, South Korea ]
• Changsu Kim [ Department of Digital Convergence Business, Yeungnam University, South Korea ] Corresponding author
• Hyun-Sook Ahn [ Department of Digital Convergence Business, College of IT Engineering, Kyungpook National University, South Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  IJICTDC [International Journal of Information Communication Technology and Digital Convergence]

• 간기

  반년간

• pISSN

  2466-0094

• 수록기간

  2016~2026

• 십진분류

  KDC 300 DDC 303