Brand extensions – the influence of the parent brand
(2007)Department of Business Administration
- Abstract
- The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. To fulfill our purpose, this study was conducted through qualitative interviews with consumers. In order to carry out our investigation and analyze our findings the following theoretical framework has been used: Customer-based equity, Parent brand affect and Perceived fit. Our data was collected through ten semi-structured interviews including consumers of Fiat and Marlboro brand extensions. We have concluded that the extent, to... (More)
- The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. To fulfill our purpose, this study was conducted through qualitative interviews with consumers. In order to carry out our investigation and analyze our findings the following theoretical framework has been used: Customer-based equity, Parent brand affect and Perceived fit. Our data was collected through ten semi-structured interviews including consumers of Fiat and Marlboro brand extensions. We have concluded that the extent, to which consumers associate a brand extension to the parent brand, is dependant on the degree of perceived fit. However, even though a perceived fit or favorability is not obvious, strong typical characteristics of the extended product can nevertheless be traced back to the parent brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1348764
- author
- Westregård Ayala, Felipe ; Berntorp, Gustav and Shatarov, Nikolay
- supervisor
- organization
- year
- 2007
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand extension, Brand associations, Parent brand affect, Perceived fit, Customer-based equity, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1348764
- date added to LUP
- 2007-05-30 00:00:00
- date last changed
- 2012-04-02 16:45:17
@misc{1348764,
abstract = {{The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. To fulfill our purpose, this study was conducted through qualitative interviews with consumers. In order to carry out our investigation and analyze our findings the following theoretical framework has been used: Customer-based equity, Parent brand affect and Perceived fit. Our data was collected through ten semi-structured interviews including consumers of Fiat and Marlboro brand extensions. We have concluded that the extent, to which consumers associate a brand extension to the parent brand, is dependant on the degree of perceived fit. However, even though a perceived fit or favorability is not obvious, strong typical characteristics of the extended product can nevertheless be traced back to the parent brand.}},
author = {{Westregård Ayala, Felipe and Berntorp, Gustav and Shatarov, Nikolay}},
language = {{swe}},
note = {{Student Paper}},
title = {{Brand extensions – the influence of the parent brand}},
year = {{2007}},
}