The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products
International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
www.ijsr.net | Open Access | Fully Refereed | Peer Reviewed International Journal

ISSN: 2319-7064



Downloads: 149 | Weekly Hits: ⮙2 | Monthly Hits: ⮙12

Research Paper | Business Management | Ethiopia | Volume 7 Issue 4, April 2018

The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

Lamesgin Ayele Tizazu

This study was aimed at investigating the reinforcing effects of brand extension on parent brand. Survey data were collected from 370 university students and university lecturers at Dire Dawa university using self- administered questionnaires. Convenience sampling technique was found to be appropriate. Questions were prepared in a five point likert scale type. SPSS version 21 has been employed to compute reliability, correlation and regression. The findings show that customers', towards the parent brand is reinforced by brand extension. When customers have positive brand associations and strong brand loyalty, successful brand extensions strengthen the favorable relationship betwen customers and the parent brand. Again when customers have unfavorable brand associations and distrust a parent brand, its incompetent brand extensions reinforce customers', negative brand associations and disloyalty to the parent brand.

Keywords: Brand, parent brand, brand equity, brand association, brand loyalty, brand extension

Edition: Volume 7 Issue 4, April 2018

Pages: 702 - 707

Share this Article

How to Cite this Article?

Lamesgin Ayele Tizazu, "The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=7041803, Volume 7 Issue 4, April 2018, 702 - 707

Enter Your Registered Email Address





Similar Articles with Keyword 'Brand'

Downloads: 52 | Weekly Hits: ⮙2 | Monthly Hits: ⮙9

Research Paper, Business Management, Indonesia, Volume 9 Issue 12, December 2020

Pages: 1541 - 1544

Testing Marketplace Brand Post Categorization Using Quantitative Content Analysis and Holsti Formula

Reynara Napitupulu, Erni Martini

Share this Article

Downloads: 116 | Weekly Hits: ⮙3

Research Paper, Business Management, Indonesia, Volume 7 Issue 2, February 2018

Pages: 1497 - 1501

The Performance after Foreign Venture Capital Firm Investment on Start-Up Business in Indonesia- Case Study: Tokopedia

Lawrence Benedictus, Brady Rikumahu

Share this Article

Downloads: 117 | Weekly Hits: ⮙3 | Monthly Hits: ⮙13

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 694 - 701

The Relationship between Brand Equity and Customers Attitude towards Brand Extension for High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 122 | Weekly Hits: ⮙1 | Monthly Hits: ⮙12

Research Paper, Business Management, Indonesia, Volume 7 Issue 11, November 2018

Pages: 1628 - 1634

Analysis of Food Label Reading Behavior

Ridanti Indraswari Prasiwi, Lilik Noor Yuliati, Megawati Simanjuntak

Share this Article

Downloads: 123 | Monthly Hits: ⮙7

Research Paper, Business Management, Indonesia, Volume 2 Issue 1, January 2013

Pages: 712 - 717

Brand Positioning in Measuring Effectiveness Promotion: A survey on visitors Ciater Spa Resorts Subang West Java

Rakhmat Hidayattullah, Yaya Sundjaya, Ima Santhika

Share this Article

Similar Articles with Keyword 'parent brand'

Downloads: 117 | Weekly Hits: ⮙3 | Monthly Hits: ⮙13

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 694 - 701

The Relationship between Brand Equity and Customers Attitude towards Brand Extension for High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 149 | Weekly Hits: ⮙2 | Monthly Hits: ⮙12

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 702 - 707

The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Similar Articles with Keyword 'brand equity'

Downloads: 117 | Weekly Hits: ⮙3 | Monthly Hits: ⮙13

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 694 - 701

The Relationship between Brand Equity and Customers Attitude towards Brand Extension for High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 132 | Weekly Hits: ⮙1 | Monthly Hits: ⮙11

Research Paper, Business Management, Indonesia, Volume 8 Issue 12, December 2019

Pages: 1655 - 1659

The Effects of Advertising Awareness on Social Media towards Brand Equity of Telkom University

Muhammad Naufal Rizkia, Erni Martini

Share this Article

Downloads: 143 | Weekly Hits: ⮙2 | Monthly Hits: ⮙7

Research Paper, Business Management, Indonesia, Volume 6 Issue 12, December 2017

Pages: 1687 - 1692

The Relationship Between Selected Marketing Mix and Brand Equity of Ready to Drink (RTD)

Marina Nova Sari, Hartoyo, Nimmi Zulbainarni

Share this Article

Downloads: 149 | Weekly Hits: ⮙2 | Monthly Hits: ⮙12

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 702 - 707

The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Similar Articles with Keyword 'brand association'

Downloads: 117 | Weekly Hits: ⮙3 | Monthly Hits: ⮙13

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 694 - 701

The Relationship between Brand Equity and Customers Attitude towards Brand Extension for High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 149 | Weekly Hits: ⮙2 | Monthly Hits: ⮙12

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 702 - 707

The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Similar Articles with Keyword 'brand loyalty'

Downloads: 117 | Weekly Hits: ⮙3 | Monthly Hits: ⮙13

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 694 - 701

The Relationship between Brand Equity and Customers Attitude towards Brand Extension for High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 140 | Monthly Hits: ⮙9

Research Paper, Business Management, India, Volume 2 Issue 2, February 2013

Pages: 213 - 217

A Study on Emotional Brand Loyalty towards Consumer Health Drinks

T.Kalakumari, M.Sekar

Share this Article

Downloads: 149 | Weekly Hits: ⮙2 | Monthly Hits: ⮙12

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 702 - 707

The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 158 | Weekly Hits: ⮙1

Research Paper, Business Management, Somalia, Volume 8 Issue 1, January 2019

Pages: 1024 - 1025

The Impact of Sales Promotion and Customer Satisfaction in Some Selected Mogadishu Shopping Centers

Mowlid Mohamed Isse

Share this Article

Similar Articles with Keyword 'brand extension'

Downloads: 117 | Weekly Hits: ⮙3 | Monthly Hits: ⮙13

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 694 - 701

The Relationship between Brand Equity and Customers Attitude towards Brand Extension for High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article

Downloads: 149 | Weekly Hits: ⮙2 | Monthly Hits: ⮙12

Research Paper, Business Management, Ethiopia, Volume 7 Issue 4, April 2018

Pages: 702 - 707

The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

Lamesgin Ayele Tizazu

Share this Article



Top