Analyzing the influence of customer attitude toward brand extension on attitude toward parent brand

Shahrokh, Zohreh Dehdashti; Sedghiani, Jamshid Salehi; Ghasemi, Vali
January 2012
Interdisciplinary Journal of Contemporary Research in Business;Jan2012, Vol. 3 Issue 9, p1133
Academic Journal
Specifically, a brand's owners concern more about extensions' concept than non-owners and non-users, because any dilution of parent image will impair owners' interests and shake the foundation of their prior brand choice (Guoqun and Jiali, 2007). Brand exrtension, influential factors on it and the manner in which brand extension affects the consumer's attitude toward the parent brand are the main subjects of this article. The population under studying is constituted of the user of the products of Paksan Company in Tehran city. The main question in this research is that weather brand extension can be used as a strategy for extending the activities of the company or not. This article is a survey research, the manner of sampling is multi- stage that in its first stage the cluster sampling is used and in the second stage the accidental sampling is used. The volume of the sample is 391, five point Likert scale is used. Structural equation method (SEM) and confirmatory factor analysis (CFA) are used to analysis the data. Our findings show that brand awareness, brand image and brand loyalty are influenced on the consumer's attitude toward the brand extension, and the attitude toward extension affects the attitude toward parent brand. The most important suggestion in this research is that the company by investing on brand awareness, brand image and brand loyalty causes the advancement of the consumer's attitude toward the parent brand, and this itself leads to the improvement of the attitude toward the parent brand, if the brand strategy is used.


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