The impact of vertical service line extensions and brand salience on reciprocal transfer of image and performance associations. The impact of taj brand extension strategy on consumers’ attitudes toward the new product(s) the results indicated that the brand extension strategy affects consumers’ attitudestoward the new product(s),. The brand image of the existed product passes to the product extensions and these can create a positive impact in the minds of the customers and helps in creating sales samsung is expertise in producing electronic goods, so it is offering various categories of products such as mobiles, laptops, refrigerators, computer monitors, and samsung galaxy camera etc. Brand extensions may also have a negative impact on the sales of the parent brand ( balachander and ghose, 2003swaminathan et al, 2001) or on its evaluation in the presence of differing . How does brand extension affect brand image abstract—the present article seeks to scrutinize the impact of brand extension on its current image and gives us a .
Therefore, the brand extensions are seen as a perfect way to boost the revenues of the company however, though the brand extensions may work quite well for consumer (value) brands, they might have quite opposite effect on the luxury ones. Broadly speaking, there are three types of brand extensions: product related extensions, image- related extensions and unrelated extensions type of brand extension brand extensions are of two types 1. Part one: impact of brand extensions on brand equity in today’s competitive marketplace it is vital to have a strong brand name when a company develops a strong brand name of a certain product category they start thinking about the brand extensions, which will help the firm to capture new and unexplored market segments. Abstract in this article, the author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counterextensions a counterextension is a brand extension that is launched into category a by brand 2 that belongs to category b in a reciprocal direction to a launch of a previous extension into category b by brand 1 that belongs to category a.
Effect of brand extension strategies on the brand image among commercial banks in kenya winnie jackinda a research project submitted in partial fulfilment. In recent years, companies have been using brand extensions as a strategy for launching new products the reason why this strategy has been popular is the fact that it decreases the risk of failure of new products, because consumers initially are more willing to accept products marketed under known brands. Brand extension impact on the value of the original brand table of contents abstract 4 10 introduction 5 20 literature review 21 definition of brand 6 22 brand extension 7 23 brand equity 8 30 research design 31 research question 11 32 research approaches 12 33.
In contrast, brand extensions can also dilute the brand or affect the brand image negatively if there is insufficient consistency between extension and brand (bhat and reddy, 2001 lane and jacobson, 1997 loken and john, 1993 martínez and de chernatony, 2004 martínez and pina, 2003), or reduce the parent brand's revenues and market share (pitta and prevel katsanis, 1995). This study seeks to determine the effect of brand extension strategies upon brand image in the sport apparel market among the physical education students of isfahan university and khorasgan azad university. Extension and impact of different type of extension on the core (original) brand image (aaker and keller, 1990 romeo, 1991) much of the research examining brand extensions has focused on factors that impact a brand’s acceptance in a. The extensive literature on brand extension has investigated a potential feedback (or spillover) effect of brand extension on the evaluation of the parent brand (czellar, 2003martínez and de chernatony, 2004völckner et al, 2008). By looking at brand extension strategies from the perspective of the parent brand, martinez and pina have reminded brand managers and marketing planners that, while seeking to extend the brand is a proper activity, such extension needs to recognise the importance of preserving and enhancing the parent brand.
The ultimate impact of technology on brand marketing is not so much the new white spaces marketers have to advertise it is the new expectations that consumers develop and then apply to every interaction with marketers, and, indeed, to every aspect of life. The author argues that a successful extension reduces the perceptual separation between the parent and extension categories, improves the fit between the two, and facilitates customer acceptance of a counterextension. The study is focused to identify the impact of brand image, brand trust and brand affect on brand extension attitude further it investigates if brand loyalty mediates the relationship of brand image, trust, and affect to. The negative impact of an unsuccessful extension on evaluations for a more dissimilar proposed extension is not easily offset, however, even if the core brand has been successfully extended after the initial extension failure.
Brand extension on brand equity in beverage sector of pakistan for checking the response of the consumer about the brand extension and images the target area of this research lahore, multan, layyah and dera ghazi khan. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity. The impact of brand extension on profitability a case study of friends arena louise jonsson - 901019 peter kekesi - 920410 school of business, society and engineering.