Consumer Evaluaton of Distance and Close Extension

Abstract

INTRODUCTIONThe authors have written a series of articles in which they have deliberated on variables that are used by the consumers for evaluation of brand extension. In one of the articles that was published in an International Journal, the authors measured the dependent variables "how consumer evaluate brand extension" through the following variables 1) Similarity (2) Reputation (3) Innovativeness (4) Perceived risk (5) Multiple extensions (6) Parent brand characteristics (7) Concept and consistency (8) Brand extension fit.Galees & All 2008a). Subsequently, an article of the same author was published in another renowned Journal in which the "consumer evaluation" was based on five factors only (Jalees & Ali 2008b). Some of the common factors in both the articles were the four stimuli used for testing the derived hypothesis that is (1) Tapal tea and tea bag (1) Lifebuoy Soap and Lifebuoy Shampoo (2) Sufi Soap and Suffi Vegetable oil, (4) Woodward Gripe Water and Woodward Toothpaste.