Abstract
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Article Information:
The Effect of Initial Brand Image on Category Fitness and Brand-Extension Attitude
Ebrahim Zarepour Nasirabadi and Somayeh Vashei
Corresponding Author: Ebrahim Zarepour Nasirabadi
Submitted: December 26, 2012
Accepted: January 19, 2013
Published: July 05, 2013 |
Abstract:
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The introduction of products with a similar brand name can function as a lever on the brand image, brand
awareness and in general in reaching the brand equity in the established markets, the relation or connection of an
existing brand with a new product can affect the relations and connections of the existing brand image as well as the
loyalty to the brand. This effect can be positive or negative. Through investigating this image the researcher tried to
help the company to guaranty a fit image, compete in the global scene and stabilize its position. The study in this
research took place on Tehran districts. As the sample, the researcher chose 500 of Faloodeh-ice-cream consumers
of Mihan Company through simple cluster sampling and gained the required data about the consumers’ views and
ideas through questionnaire. The data has been analyzed by using Lisrel software. The research findings showed that
the brand image has positive and direct influence on the perceived category fitness, the perceived category fitness on
the brand-extension attitude and the initial brand image on the brand -extension attitude respectively. Companies
had better avoid ruining the original brand position in the consumers’ mind by maintaining the appropriateness of
their new products which were produced in proportion with the consumers’ ideas and needs.
Key words: Brand-extension attitude, initial brand image, perceived category fitness, , , ,
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Cite this Reference:
Ebrahim Zarepour Nasirabadi and Somayeh Vashei, . The Effect of Initial Brand Image on Category Fitness and Brand-Extension Attitude. Research Journal of Applied Sciences, Engineering and Technology, (07): 1166-1170.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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Sales & Services |
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