Evaluating the Influence of Consumers' Perceived Corporate Image on Brand Extensions

Subject Areas : Jounal of Marketing Management

B. Kheiry ¹ , N. Nobandegani ²

1 - استادیار، عضو هیأت علمی دانشگاه آزاد اسلامی واحد تهران مرکزی
2 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی، (گرایش بازاریابی) دانشگاه آزاد اسلامی واحد قزوین

Received: 2014-06-16 Accepted : 2014-06-16 Published : 2009-03-21

Keywords: brand extension, Brand Image, services, perceived quality, Perceived fit, Consumer attitude,

Abstract :

The paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate product extensions. Consumers’ attitude and evaluation regards eight new products, two real brands in bank service and two real brands in FMCG sectors, by using a questionnaire method of data gathering. The findings show that the corporate image affects both the perceived product quality and the perceived fit between the new product and the parent brand, which in turn affects attitudes towards the extension. Moreover, perceived product quality affects the perceived fit between the new product and the parent brand.