The Effect of Brand Extension Strategy on Brand Image to Customers
Seyed Mohammad Alavinasab *
Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran
Morteza Soltani
Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran
Javad Alimohammadi
Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran
*Author to whom correspondence should be addressed.
Abstract
The purpose of the study is to investigate the effect of brand extension strategy upon brand image to LG customers. Home appliances and mobile phone are considered as original product and extended product respectively. The research model includes five variable; initial brand image, perceived fit, perceived quality, consumers’ attitude and final brand image. Random sampling method was used and A total 376 questionnaires were circulated, and the response rate was 100 %. The results show that initial image of the brand has positive, significant impact on consumers’ attitude towards brand extension as well as final image of brand.
Keywords: Brand extension, brand image, perceived fit, perceived quality