HOW DO CONSUMERS EVALUATE BRAND- EXTENSIONS A FIVE-FACTOR APPORACH

Authors

  • Tariq Jalees
  • DR. TAHIR ALI

Abstract

OBJECTIVE OF THE STUDYThe purpose of the study was to examine and empirically test how consumers in Pakistan evaluate close brand extensions in reference to variables such as (1) Brand Similarity (2) Brand Reputation (3) Multiple Brand Extension (4) Parent Brand Characteristics (5) Brand Concept consistency.

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Published

2008-07-01

Issue

Vol. 4 No. 2 (2008): Market Forces Research Journal Volume 4 No 2

Section

Articles

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