Brand Extension: a study of consumer perception & attitude

by Rahul Sharma

Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers' attitude towards extensions is modified on the basis of their cognitional reactions and relations between the parent brand and extended product and/ or product categories. This study aims at conducting an exploratory research and revealing...

• Format: Paperback
• Language: English
• ISBN: 6138918517
• ISBN13: 9786138918516
• Release Date: November 2019
• Publisher: Scholars' Press
• Length: 100 Pages
• Weight: 0.35 lbs.
• Dimensions: 0.2" x 6.0" x 9.0"