Survey of the Impacts of Effecting Factors on Consumers’ Attitude & Behavior and their effects on FMCGs Company's Future Decisions about Brand Extension Strategy

Subject Areas : Futurology

Abbas Saleh Ardesteni ¹ ( Associate Professor in Islamic Azad University, Centeral Tehran branch, Tehran, Iran )
Behrooz Ghasemi ² ( Assistant Professor in Islamic Azad University, Centeral Tehran branch, Tehran, Iran )
Samaneh Parsa ³ ( Ph.D. student of Islamic Azad University, Centeral Tehran branch, Tehran, Iran (Corresponding Athour) [e-mail] )

Received: 2017-04-16 Accepted : 2017-09-12 Published : 2017-07-23

Keywords: brand extension, self-connection, Quality, nostalgia, Marketing Activities, brand features,

Abstract :

In this article we want to find factors which affect on brand extension success, in order we can examine effecting local factors that help FMCG`s Iranian companies introduce their new products whit this strategy. So, the aim of this paper is study the effect of factors such as: "self-connection, quality, nostalgia, marketing activities & brand features" on attitude & behavior of a consumer about a product with an extended brand; & also the effect of attitude on behavior. Therefore, we analyze consumers` reaction about an assume product with Parjak extended brand (low-fit) & a real product with Taj extended brand (high fit). In this descriptive-survey article, for gathering data we use a questionnaire. Findings among others indicate that: Parjak: (which doesn't have extending experience & in this paper it`s extended product is assumed –low fit): "Self-connection, quality, nostalgia, & brand features" affect on "behavior" & "self-connection, & quality" affect on consumer`s "attitude". Taj: (which has extending experience & in this paper it`s extended product is real–high fit): "Self-connection, quality, nostalgia, &, marketing activities" affect on "behavior" & "self-connection, & quality" affect on consumer`s "attitude".