Factors influencing successful brand extension
Brand extension: a strategy for competitive advantage firms use brand extensions to influence consumers’ brand choices existing successful brand thus . The authors find that fit between the parent brand and an extension product is the most important driver of brand extension success, followed by marketing support, parent-brand conviction, retailer acceptance, and parent-brand experience. 7 factors every marketer should consider before extending a brand who are thinking about extending a brand pritz: the following seven factors will help position your brand extension for . To identify the factors, influencing successful brand extensions 2 to verify whether attitudes towards brand extension are varying across different. However, a luxury brand extension might not always bring success, due to various factors that influence consumer evaluation of the extended brand failures of the brand extension can have a negative impact on parent brand equity, particularly for prestige brands ( lye et al, 2001 shin et al, 2017 ).
Buy factors influencing successful brand extension by sarwat afzal from waterstones today click and collect from your local waterstones or get free uk delivery on orders over £20. 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 . Likewise, the reputation of the original brand is an important factor influencing the success of the extension these findings are consistent across fmcg, durable goods and services brands.
The influence of brand extension strategies on brand image among pharmaceutical firms in nairobi, kenya betty muthoni mwangi a research project submitted in partial fulfilment. To our knowledge about behavior of success factors on brand extension success one of the implication is that high equity brand has a positive influence on . 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 . Extension success, given that the decision context in the in the extension category can also influence how consumers the brand extension, how does it affect .
Lets discuss in detail about brand extension msg brand extension - a success or failure than introducing and promoting a new brand if successful, brand . Understanding the factors which make consumers accept the brand extension, is an essential part of the planning process and it can define the final outcome of a company the following article is intended to summarize all the researches made so far on the different. Brand extension with reference to tata factors influencing the success of brand extensions the higher the perceived reputations of the parent brand, the more . Factors influencing successful brand extensions new products is to follow a brand extension strategy this is followed in as many as eight out of ten new product .
Organisations frequently follow brand extension strategies this paper investigates the impact of category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in fmcg, durable goods and services sectors a set of hypotheses were developed and . The role of parent brand quality for service brand extension success factors influencing successful brand influence of corporate image on brand . Brand extension success factors problem definition and objectives in a highly competitive environment, organizations are convinced that the launch of new products in order to stratify the need of consumers can lead to an increase the success of a company. Other, it is pivotal to know which factors influence brand extension success (völckner and sattler, 2006) researchers have sought to identify factors related to.
Factors influencing successful brand extension
Research on potential brand extensions can reduce the risk of a new product launch and improve the odds of success for a brand extension mmr strategy group’s brand extension surveys measure factors that influence the acceptance of brand extensions, such as:. Brand extensions’ influence on brand image : empirical study on bodrex’sbrand bodrex’s manufacturer is attempting to use bodrex brand success to enter flu and cough medicine category by releasing bodrex flu dan batuk. This thesis describes the study that analyzes the factors influencing successful brand extension specifically the thesis 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 .
- What factors should be considered this lesson takes a look at brand extension and how companies can expand let's take a look at a few brand extensions that found success brand extension .
- Threats to the external validity of brand extension research (2003) factors influencing successful brand extensions journal of marketing management 19:7-8, .
Factors influencing brand extension success marketing essay brands enable consumers to efficiently encode their functional and emotional values in their minds ( franzen and bouwman , 2001 ). Asian economic and financial review, 2013, 3(2):216-226 216 factors influencing successful brand extension into related and unrelated product categories. Article (factors influencing successful brand extension into related and unrelated product categories by sarwat afzal) presentation.