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Brand Extensions of Fast Moving Consumer Goods


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

Brand extension has been reported to be both positive and negatively influenced by the parent brand factors e.g., perceived quality, reputation etc. The causes of such influences are not well understood. In multinational countries such influences are complex to understand due mainly to the differences in consumers’ cultures affecting their attitudes towards the evaluations of brand extension. This research was carried out in the Republic of Ireland to investigate whether the consumers’ cultures influence their evaluations to the extension of Fast Moving Consumer Goods (FMCGs). A mixed methodology was employed to understand consumers’ attitudes towards the evaluations of brand extensions. As a qualitative research, focus group participants were selected from two cultural groups: Western and Eastern, to know their perceptions about what they think of parent brand (Coca-Cola) and possible brand extensions (Coca-Cola juice, biscuit and ice-cream). Further, as a quantitative research, consumer pilot survey was carried out using personal administered questionnaire and postal interview method to collect data from 120 respondents of two cultural groups.

Product Specifications
SKU :COC71649
AuthorFahima Siddiqua and Mohammad Mofizur Rahman Jahangir
Number of Pages120
Publishing Year2011-12-08T00:00:00.000
Edition1 st
Book TypeBusiness & management
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-10-08 00:00:00